Web Content Management For Online Customer Experience

The web content management (WCM) market is in transition. Functionality to enable publishing to the Web — whether internally or externally — has become commoditized. Yet now, the WCM market is growing based on customer experience management (CXM) needs, including multichannel delivery, content targeting, analytics, and integration with other CXM technologies. Forrester evaluated 10 WCM products across approximately 115 criteria and found that they have a lower level of maturity when viewed against these capabilities. SDL and Adobe lead due to their rich functionality, strategy, and enterprise track record. Strong Performers Sitecore, FatWire, OpenText, and Autonomy all provide strong options. Contender Ektron has solid functionality, but needs to work on its enterprise-level track record. Contender IBM lacks the broad set of capabilities others have in WCM, but has other CXM software assets and a strategic integration road map. Contenders Microsoft and Oracle have less of a CXM focus, but are legitimate alternatives for less interactive experiences.

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