Web Analytics, Mobile & social content management capabilities crucial to success of any digital marketing management solution beyond 2017
According to the latest report by P&S Market Research, the global market for web content management systems (CMS) will grow 2.5X by 2022. As per the report, titled “Global Web Content Management (WCM) Market Size, Share, Development, Growth and Demand Forecast to 2022”, the web CMS market will grow from 3,719.9 million in 2015 to $9,362.3 million by 2022. The biggest contributor to this growth is attributed to B2B companies that are increasingly adopting web CMS for mobile and social content management. As marketers look for best-in-class web analytics in their content management systems to deliver customized experiences and data asset management, the market could see further acceleration by 2025.
The latest report collates critical insights on global web CMS industry, segmenting them on the basis of solutions for digital marketing management, mobile & social content management, web experience management, DAM integration. The report identifies visible collaboration within the business organization ensures that the information stays up to date by recording details on the relevant software.
What is a Web Content Management System?
A website content management system is part of the martech stack that a business enterprise deploys to create, edit, share and manage website content, including images, media files, and author profiles. It also enables business enterprises to scale up and modify the “look and feel’ of the website, based on A/B testing. Enterprise CMS is a key martech investment for B2B businesses that rely on original content and product descriptions featuring on their website, giving marketers a smooth and flexible sales enablement platform.
The major content management system providers offer features such as content categorization, version control, replication features and robust data repositories. The CMS industry is less about organization and creation of content, and more about the type of content to be created, the profile of its creator and identification of most valuable resources.
Web CMS Landscape
According to the report under discussion, top three CMS vendors account for the majority share in the industry. The landscape, however, continues to be very competitive and dynamic with the entry of technology providers that offer AI-based capabilities and social media integration accelerators to primary makers of CMS. Key players in the global CMS market include Oracle Corporation, Open Text Corporation, Adobe Systems Inc., IBM Corporation, SDL Plc, Microsoft Corporation, Sitecore Corporation, Aquia Inc., Episerver Inc., and EMC Corporation.
Additionally, P&S Market Research also recognizes Mixpanel, Amplitude and Heap Analytics as key players in the industry that would disrupt the space with their analytics and content performance metrics.
Looking for more on Content Management System! Read: Best Web Content Management Software
5 Key Points from the Report on Global Web Content Management Market
- The media & entertainment industry has been globally the largest consumer of web content management systems.
- North America stands as the largest web content management market. Companies in N. America, even with their Mobile-First strategies, are the most forthcoming when it comes to adopting web CMS.
- The digital marketing management has been the largest revenue generating solution in the global web content management market. Based on service type, training, support & consulting has contributed largest revenue to the global market.
- The online communication techniques include social media marketing, search engine optimization, e-mail marketing, online advertising and partnership agreements with other websites.
- Mobile & social content management solution follows the digital marketing management solution. Both the solutions are expected to be the major factors impacting the growth of the North American web content management market.
- Cloud-based deployment was higher than on-premises deployments of web content management.
Major technology innovations expected in Web CMS include —
- Integration of CMS with marketing analytics
- AI-based content creation
- A/B testing and personalization
The report, however, doesn’t identify the role of programmatic and predictive analytics in the growth of global CMS market. It also doesn’t mention if and how video and live content segments offer the highest monetization opportunity for content creators, especially those involved in news, sports and e-commerce businesses.
Role of Web Analytics in Content Management Systems
With the help of analytics systems, business enterprises get visibility into customer engagement by the way of product usage. Companies can create dashboards and run reports on all kinds of metrics such as what cohorts are expected to churn, and when, how and for how long a new customer can be retained. These metrics provide a valuable insight into where the product is succeeding and where it might lag behind. The data provides detailed insights to the companies about where they need to experiment and run a customer development process, so the users can get the most value out of the product.
Personalization, customer engagement, marketing attribution and the dramatic inclusion of Account-Based Marketing derive their ROI from the analytics. The key purpose of companies to adopt web content management system is customer engagement. Marketers are increasingly demanding for tools, which could enable them to fetch data of audience visiting their sites, and could help them target their web content at those visitors.
Customer Engagement and Personalization
Customer engagement is the key challenge observed by any business enterprise, especially with rapid evolution in the digital world. Due to increasing use of mobile devices by customers for shopping, opening bank accounts and renewal of a subscription, business enterprises need to create a compelling presence to keep their customers engaged with the relevant personalized content.
It’s not Survival Anymore; It’s About Tech Expansion and Consolidation
To survive in a highly competitive market and to attract more visitors to view their website, marketers are increasingly focusing on the content of their website to get easily recognized, and thus, are providing targeted and personalized digital experiences. That’s where AI, image recognition and voice-based cognitive technologies could play a big role in taking web CMS market to new heights by 2022.
There is a scope of substantial increase in the demand for digital marketing solutions influenced by CMS vendors that also provide additional features with their product, including web analytics and social media integration. Business organizations considering customer experience management to integrate their multi-faceted websites and demand web CMS to supplement their multi-channel marketing and digital marketing would be the highest investors in the industry in next 5 years.