SOURCE: Aberdeen Group

Aberdeen Group

April 09, 2009 12:53 ET

Research Reveals How Leading Organizations Manage Web Content to Achieve Superior Business Results

70% of Survey Respondents Consider Optimizing Online Content a High Priority in 2009

BOSTON, MA--(Marketwire - April 9, 2009) - As the current economic situation forces companies to reach customers through cost saving methods, more organizations are looking to influence business results through the online channel. Whether the web is a vehicle for information or a source of sales, all organizations must focus on the development, execution, and distribution of online content to maximize sales in a global recession. Web Content Management (WCM) and Content Management Systems (CMS) are tools for managing website content. WCM helps marketers take ownership and control of website content creation, distribution, digital rights usage, editing, analytics, and the overall online experience. A recent study, "Maximize Business Results Online: How Web Content Management Technology is Transforming Digital Marketing," conducted by Aberdeen Group, a Harte-Hanks company (NYSE: HHS), finds that 42% of survey respondents will be increasing the budget for web content management initiatives in 2009. Visit this site to obtain a complimentary copy of the Web Content report.

"Web content management has the potential to transform the web into a more engaging intimate experience for visitors," says Ian Michiels, Research Director in Aberdeen's Customer Management Technology Group. "Leading organizations use of WCM continues to validate the value of WCM capabilities, even in newer areas like social media and rich media support. Top performing marketers can now own, manage, and deliver content over the web more efficiently and effectively than ever before. In this tough economic landscape, companies are looking for tried and true methods to drive more business online; WCM certainly delivers on this challenge," finished Michiels.

Survey respondents overwhelmingly indicated that the top two marketing channels used to reach customers 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. Improving the customer experience is a top business challenge driving the adoption and use of web content management. This pressure is followed by a desire to increase website traffic and increase the overall return on marketing investments by improving the productivity and processes surrounding web properties.

The report demonstrates the value of collectively leveraging organizational practices in process, performance measurement, knowledge management, and technology to provide a foundation for online success. By combining organizational capabilities and technologies, such as web analytics, dynamic content delivery, and multi-variant testing tools, leading companies are able to positively affect return on marketing investments and annual revenue.

The research educates readers about the various aspects of web content management. A complimentary copy of this report is made available due in part to the following underwriters: SiteCore and SDL Tridion. Furthermore this research is being disseminated to the market through the support of various media outlets, such as the ECT News network and ITO America.

Access other complimentary Customer Management Research.

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) 723-7890, or to learn more about Harte-Hanks, call (800) 456-9748.

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