Web content management (WCM) software has outgrown being only a tool for creating web content,according to Gartner, Inc., In addition to serving content, WCM vendors have set their sights on helping companies manage their customers experiences. This shift is due to the fact that consumers are harder to reach and more discerning, according to Mark Floisand, VP of product marketing for Sitecore, one of many companies in the rapidly growing WCM market.
According to a report by the market research and consulting firm Markets and Markets, the web content management market will almost double to $6.85 billion by 2020, a compound annual growth rate of 14.5%. as companies' needs mature and they outgrow homegrown solutions.
As consumers increasingly interacting with brands via smartphones and tablets, helping businesses respond to their mobile market is a top priority for WCM vendors.
But as big as the mobile trend has become it is not the sole trend impacting the web content management industry. Customer relationship management (CRM) tools are as important as ever and may become the reason that WCM and CRM join forces at some point.
Although many companies continue to rely on their DIY solutions, when they decide to acquire WCM software, they find that is has become somewhat of a commodity. So the growing demand is for WCM solutions that help them manage their customers' experiences as well. Companies such as Sitecore are focused on allowing companies to know each customer as an individual and being able to automate managing customer experiences among the many different channels that exist today.
For more information see gartner.com and sitecore.net.
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