Evaluating Web Content Management ROI - Slide 4

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Improved Efficiencies

A company’s inability to change or remove content from its website within a short amount of time can have substantial financial repercussions. One financial services company approached Siteworx for WCM implementation after being repeatedly penalized for content it was unable to change at the request of regulators. The client was routinely audited by all 50 states on insurance content on its websites and was facing regulatory penalties to the tune of $50,000 to $100,000 each month due to its slow response to auditor requests to remove or modify site content. A WCM implementation that allows rapid and efficient updates to Web content can immediately save costs for companies that are suffering similar unnecessary regulatory penalties.

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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