SOURCE: Aberdeen Group

Aberdeen Group

November 19, 2009 16:10 ET

Next Generation Web Content Management

A Comprehensive Assessment of Current Challenges & The Future of WCM

BOSTON, MA--(Marketwire - November 19, 2009) - According to a new research study published by Aberdeen Group, a Harte-Hanks Company (NYSE: HHS), the top two most profitable and effective marketing channels include the website (60%) and email marketing (47%). Therefore it's no surprise to that 56% of respondents indicated managing web content was a high priority in 2009. Marketers are looking for technology that will empower them to deliver impactful, engaging customer experiences online and within digital channels. Organizations need to shift from delivering a static website experience targeted at a generic target audience, to delivering personalized engagement.

"Next Generation Web Content Management: A Comprehensive Assessment of Current Challenges & The Future of WCM" examined more than 1,000 executives to identify how the next generation of web content management solutions can empower marketers with a true closed-loop marketing process for creating, measuring, and engaging customers.

"Organizations are constrained by disparate technologies and many are failing to extract the full value from these systems because they don't integrate as deeply as they need to. It's extremely expensive to manually integrate disparate email marketing, web content management, web analytics and CRM systems," says Ian Michiels, Research Director in the Customer Management practice and the report's author. "But organizations have to engage target audiences in a dialogue and deliver the right information at the right time resulting in the coveted opportunity to capture a share of wallet in these tough times. The next generation of web content management will need to address the fragmented and broken processes that plague disparate solutions."

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About Aberdeen Group, a Harte-Hanks Company

Aberdeen provides fact-based research and market intelligence that delivers demonstrable results. Having queried more than 30,000 companies in the past two years, Aberdeen is positioned to educate users to action: driving market awareness, creating demand, enabling sales, and delivering meaningful return-on-investment analysis. As the trusted advisor to the global technology markets, corporations turn to Aberdeen for insights that drive decisions.

As a Harte-Hanks Company, Aberdeen plays a key role of putting content in context for the global direct and targeted marketing company. Aberdeen's analytical and independent view of the "customer optimization" process of Harte-Hanks (Information - Opportunity - Insight - Engagement - Interaction) extends the client value and accentuates the strategic role Harte-Hanks brings to the market. For additional information, visit Aberdeen or call (617) 854-5200, or to learn more about Harte-Hanks, call (800) 456-9748.

© 2009 Aberdeen Group, Inc., a Harte-Hanks Company
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