Don’t Overlook These 5 Criteriain WCM Selection

March 3, 2016 David AponovichSr. Director, Digital Experiencewww.acquia.com

Agenda→ Introduction→ 20 Years of WCM in 3 Minutes→ WCM: Now Digital Experience Foundation→ Overcome WCM Myths→ Prioritize 5 Must-have Capabilities

Digital Has Changed EVERYTHING

Technology is innovating faster & faster every day.

Think Ahead.

Digital Experience Serves the Customer

I T M A N A G E R S

W E B D E L E L O P E

R SM A R K E T E R

S

Multiple audiences/roles have a hand in digital success

Digital Spans Roles & Responsibilities

Changes Driving WCM Requirements

Relevance of WCM has never been higher• Digital experiences extend far

beyond websites to mobile, social, Internet of Things and other channels.

• Managing content across many channels is not just a tech challenge, but an organizational challenge.

• You need a tools to manage people, process and content across a complex and diverse digital experience lifecycle.

C O N T E N T E X I S T S I N S E R V I C E O F D I G I T A L E X P E R I E N C E S .

‘WCM is backbone’ of Digital Experience

20 years of WCM … in 3 minutes

W E ' V E C O M E A LO N G WAY , B A BY

20 years of WCM … in 3 minutes

W E B

1.0W E B

2.0W E B

3.0W E B

4.0

F O C U S O N C O N T E N T

P A G E S

F O C U S O N D I G I T A L

M A R K E T I NG &

C O N T E N T

F O C U S O N E N G A G I N G

D I G I T A L E X P E R I E N

C E S

F O C U S O N M O R E

P E R S O N A L A N D

“ W H A T ’ S N E X T ”

The Art of the (New) Possibilities

Amazon Echo Colgate Smart Toothbrush Philips Hue Smartlamps

Digital Innovation is Your DifferentiationOrganizations are challenged by:

→ New business models & competition→ New modes of engagement & customer demands→ Increased need for time & cost efficiency

This means: → Ability to innovate is the only way to succeed in a hyper-competitive world.→ Organizations must choose a digital tools that propel innovation → What fits today must be able to adapt and change next month, next year

These opportunities shift new requirements to web content management solutions.

WCM & Digital Experience Architecture

Source: Forrester Research

A N A LY T I C SC O D E &

E X T E N S I ON S

C O N T E X T U A L D E L I V E R Y

P R O D U C T

M A R K E T I N G S A L E S & C O M M E R C E S E R V I C E

C U S T O M E R D A T A C O N T E N T

WCM Myths Persist

Credit: The CMS Myth (www.cmsmyth.com)

The 5 Things You Can’t Overlook in WCM→ Loveable WCM authoring environment → WCM integration with marketing ecosystem→ WCM platform - not a ‘product’ or suite-in-a-box → WCM cloud platform→ Personalization focus

#1: WCM Authoring: Seek Fast (even Fun)

#2: WCM Integration with Martech Tools

We are in the Most Innovative Period in the History of Marketing and Advertising Technology

Open Integration Enables Flexibility

#3: A WCM Platform, Not a Suite or ‘Marketing Cloud’

#4: Cloud Platform as a Service

Cloud-First Delivers BenefitsTraits Advantages

Easier Management Speed to marketLower costsReduce complexity

Accelerated Development Build fasterSimplify testing and deployment of sitesEnhance developer collaboration

Increased Reliability Boost uptimeMaximize reliability and availability Minimize security threats and downtime

People expect a consistent experience regardless of the device or channel that is relevant to their

journey

#5: Personalization Focus

It’s All About Delivering In-Context→ Want to deliver relevant experiences?

You need to get contextual.

• Who is the customer?• What did they do in the past?• What did they do across channels?• What are they doing now?• How can you tailor their experience?

→

Key Takeaways: Reframe WCM Thinking → WCM has moved beyond the feature wars

Don’t just prioritize feature lists Think about new use cases & future requirements

→ Digital innovation demands new WCM capabilities Old: Page-based content creation & delivery New: Any channel, device, format; personalized experiences

→ Cloud WCM: Ask ‘Why not cloud-first?’ Flexible, agile, scalable and secure enterprise cloud capabilities Reduce burden on in-house infrastructure teams and speed time-to-web

Thank You

David AponovichSr. Director, Digital Experience David.aponovich@acquia.com www.acquia.com