Evaluating Web Content Management ROI - Slide 11

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Faster Time-to-market

The business landscape is ripe with examples of first-mover advantage. Ten years after it launched, Blogger remains the industry leader ahead of Wordpress and Moveable Type, largely due to its position as first-mover. When Henry Ford Hospital performed the first live surgery on Twitter, it more than doubled its Twitter following, which catapulted its number of followers to continued growth. Sherman Health, which performed the second surgery, increased its Twitter following by roughly a third. WCMs enable companies to launch new products and services before their competitors and to respond to market developments more nimbly because they help to significantly streamline publishing processes.

It is worth noting that Sherman Health, while not experiencing as significant an impact as first-mover Henry Ford, still garnered many new followers. Replicating the actions of a competitor can still be advantageous, especially if competitive reaction time is minimized. The probability of gaining market share is higher for companies that are capable of emulating the competition quickly. This is especially important for those in competitive industries in which many other companies are innovating. If your organization can be rapid second-movers in a matter of days or weeks, as opposed to months, it can see improved market share results.

Companies in a variety of vertical industries are rapidly adopting Web content management (WCM) systems, and every vertical has a unique set of business drivers. Media and entertainment companies turn to WCM for content delivery and monetization (digital advertising, digital video, digital signage, in-game advertising, podcasts, etc.), while global brands are investing in WCM to extend their brands digitally both far and wide (i.e., cross-device/platform, social media, transactional marketing, etc.). Financial services, government, business-to-business (B2B), manufacturers, and healthcare/pharmaceutical companies are also investing heavily in the WCM category.

According to Siteworx, Inc., an interactive agency specializing in WCM and CMS deployment, search and analytics, while there’s still room for significant growth in the category, by all accounts, we’re entering the late-majority phase of WCM adoption. Businesses that fail to seriously consider how a WCM solution can drive business value will soon find themselves at a significant competitive disadvantage.

WCM represents a significant investment, which is why a comprehensive understanding of return on investment (ROI) measurement is vital. Ideally, companies will conduct an initial ROI calculation prior to their first implementation. This calculation can be difficult given the significant unknowns associated with re-engineering business processes and understanding target audience needs. However, an attempt should be made to create a baseline from which to assess future scope and enhancement decisions.

This slideshow features the key areas Siteworx recommends examining when calculating WCM ROI.

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