March Web Content Management SaaSness
A Match-Up to Determine What Brands Need Most to Deliver Exceptional Digital Experiences
16 features. 1 winner. It’s up to you to determine what’s most critical to managing digital experiences. It’s time to cast your vote on who will take the top spot.
With over 40 million Americans expected to complete an NCAA championship playoff bracket this month, we couldn’t resist getting in on the action by creating our own digital experience management bracket. The premise is simple – to poll marketing and IT professionals with a goal of determining the #1 feature required to create and deploy unparalleled digital experiences.
As the leading SaaS Digital Experience Management company, we spend countless hours debating which features matter most to our customers and how they fit into enhancing our mission to revolutionize digital experiences for all.
About the Teams:
Before we get started, let’s learn about the regions and the teams. We’ve grouped the features most important to IT leaders in the IT region, and the features most favored by marketers into the marketing region. You’ll see some crossover there, but most of them are true to their region.
Now let’s look at the strengths of the teams (or more accurately features) that play a role in building memorable digital experiences and why they made the cut.
Marketing Region Round 1 Match-Ups
Today’s digital experiences are all about serving relevant content to visitors, which is why personalization is the top seed in the marketing region. But with the looming GDPR and growing concerns about privacy, will the ability to deliver personalized messaging live up to the hype?
Getting discovered by new customers is the key to growing your business. But if your website doesn’t rank, it’s hindering your opportunity to be discovered. SEO can help you improve your website so that it appears closer to the top positions in the search results, making it a formidable contender in this contest.
7-AB Testing / Optimization
If you build a website and 253 million visually impaired people can’t access it, can you call it exceptional? To maximize your audience, revenue, and comply with accessibility laws you need to remove the barriers that prevent disabled people from engaging with your content. That’s certainly a compelling argument, but is it enough to tough it out past the first round?
6-Legal and brand compliance
Whether it’s multiple brands, regions, or microsites promoting different products, managing all your digital experiences from a central platform not only promotes efficiency and effective oversight, but also provides the ability to reuse content across your digital footprint. For multinational companies with a global presence, multisite management is a must, giving it strong but potentially limited support.
In a climate where distrust of advertisers and publishers is growing and legislation like the GDPR is on the horizon, brands that don’t respect the privacy of their users stand to lose significant market share. Some would argue that building trust with your customers is the single most important thing your website needs to do to generate and retain business. With the EU regulation imposing stiff violation fines of up to 20 million euros, it could very well end up being the Cinderella story of this competition.
IT Region Round 1 Match-Ups
1-SaaS Web Content Management (WCM)
For companies looking for a cost-efficient and future-proof solution, SaaS WCM is the obvious choice because there’s no need for equipment procurement, installation, configuration or maintenance. Furthermore, companies are always on the latest version because updates happen automatically at no labor or resource cost. That means IT can focus on more strategic projects, making SaaS WCM a guaranteed safe bet to make its way to the final showdown.
Protecting your website from a security breach or DDoS attack that could take your business offline or expose sensitive data can have an impact on your customers, reputation and revenue. Some might argue that cyber security won’t just win, it will steamroll any opponent that stands in its way.
For a growing company entering new markets or looking at a redesign project, standing up a new website quickly is of the essence. But with heavy opposition all around, is speed-to-market the most sought after web content management feature for delivering powerful digital experiences?
When your website’s down, prospects won’t discover you and you can’t process purchases or respond to customer needs, which translates to lost revenue and in some cases a tarnished brand reputation. With a case like that, it’s hard to believe the guarantee of four nines won’t make its way past at least the first round...until you consider the competition.
The adaptability of your web content management platform is key to accelerating digital transformation. With a decoupled solution (as opposed to monolithic), content management and content delivery are separate, making it possible for marketers to own the content creation and publishing process while IT develops and releases features independently, making it a surprisingly viable contender.
So, there you have it, it’s time to get your picks in and see who wins the title for the #1 feature needed most by companies looking to deliver exceptional digital experiences to their customers. We’ll be back soon with the results of the first round…