Evaluating Web Content Management ROI - Slide 7

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New Revenue Streams

The ability to cross-sell and up-sell on Web and mobile properties in a largely automated manner can be a critical revenue driver for organizations. The American Diabetes Association (ADA) provides a great example of cross-selling and up-selling in the way it has chosen to present additional advertising content through its WCM.

The ADA website features multiple promotions throughout its site that are initially set to a baseline of standard promotions. However, as the WCM “learns” more about each individual user and the user’s behaviors and preferences, it tailors the promotions to match the user’s interests. For example, after buying a healthy eating cookbook from the site, the user would likely be presented with two promotions relating to cookbooks, rather than a more generic or unrelated promotion. Such promotions present engaging opportunities which promote user engagement and conversion. Cross-selling and up-selling work in effectively the same way from a Web perspective – and they both can take your brand from cookbooks to cash in the coffers.

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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