Escaping the Static Cling: Delivering Dynamic Web Content
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Transcript of Escaping the Static Cling: Delivering Dynamic Web Content
Escaping the Static Cling: Delivering Dynamic Web Content
John Lovett
November, 2007
2 © 2007 JupiterResearch, LLC
3 © 2007 JupiterResearch, LLC
3%
34%
27%
36%
4%
37%
22%
38%
10%
29%
12%
48%
0% 10% 20% 30% 40% 50%
One Site
Two to FiveSites
Six to Nine Sites
Ten or MoreSites
Business to Consumer Business to Business Government/Education
Multi-Site Presence Emphasizes Need for Organized Content
Source: JupiterResearch/ERI Executive Survey, 10/07, n=271 (US only)
Question: How many unique web properties does your company maintain? (Include: primary customer facing sites, microsites, independent blogs, portals, intranets)
Per
cen
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4 © 2007 JupiterResearch, LLC
Profile of Companies w/ $50M+ in Annual Revenue
Built into platform
18% Outsourced 28%
None12%Homegrown
17%
In-House open source
24%
12% SaaS16% licensed
Source: JupiterResearch/ERI Executive Survey, 10/07, n=271 (US only)
Question: What type of solution provider does your company use or plan to use for its primary Content Management System? (Select one)
• B2C companies divided on solutions – ¼ Outsourced, ¼ Open Source
• B2B most likely to use Built-in platform, Open Source or combination
• Gov’t/Edu heaviest users of licensed software
5 © 2007 JupiterResearch, LLC
Operational Processes Prioritized Over Innovation
Operational Drivers Primary
• Marketing control – 26%• Consistency – 25%• Workflow – 22%• Integrate applications – 21%
Customer-Centric Innovation Secondary
• UGC, Blogs, RSS – 18%• Dynamic segmentation – 15%• Behavioral targeting – 11%• Mobile content – 10%
Question: What are your primary reasons for implementing a content management system? (Select up to 3)
Source: JupiterResearch/ERI Executive Survey, 10/07, n=271 (US only)
6 © 2007 JupiterResearch, LLC
Outsourced Solutions Demonstrate Most Pronounced Operational Benefits
13%
22%
28%
20%
18%
24%
15%
21%
18%
20%
16%
22%
24%
22%
34%
34%
0% 20% 40% 60% 80% 100%
Improved applicationintegration
Improved consistencyof branding
Reduced production &publishing costs
Reduced strain on ITdepartment
Outsourced solution
Built into platform
In-House Open Source
Homegrown
Source: JupiterResearch/ERI Executive Survey, 10/07, n=271 (US only)
Question: Which of the following are the top business benefits of deploying a content management solution? (Select up to 3)
Percentage of Decision-Makers
7 © 2007 JupiterResearch, LLC
Challenges Impact Multiple Areas Across an Organization
Source: JupiterResearch/ERI Executive Survey, 10/07, n=271 (US only)
Question: What are your top 3 challenges in managing your company’s externally facing Web content? (Select up to 3)
ResourceConstraints
OperationalConstraints
OrganizationalConstraints
• Managing across organizational silos – 24%
• Conflict between Marketing & IT – 20%
• Strategy is not well defined – 13%
• Distribution across applications – 10%
• Satisfying the needs of segments – 25%
• Measuring content effectiveness – 24%
• Effectively delivering dynamic content – 19%
• Migrating unstructured content into system – 15%
• Keeping content fresh – 40%
• Keeping content relevant – 31%
• Not enough resources to manage content – 23%
8 © 2007 JupiterResearch, LLC
Dynamic Content and Consumer Control Will Force a Shift in Content Delivery Models
Internal organizational
challenges
Static content
Unstructured content
migration
Rules-basedSegmentation
Dynamiccontent
Rich internet applications
Consumer generated
content
Behavioralclick-
stream driven
content
CustomerSatisfaction
Source: JupiterResearch 12/07
9 © 2007 JupiterResearch, LLC
Companies Laying Foundations for Dynamic Content Delivery
35%
36%
39%
41%
41%
48%
49%
26%
34%
36%
27%
25%
24%
20%
39%
31%
26%
33%
34%
28%
31%
0% 20% 40% 60% 80% 100%
Rules-based segmentation
Clickstream driven content
Content personalization
User generated content
Dynamic content blocks
Metadata tagging
XML-driven content
Currently Use Plan to use (w/in 12 mos) No plans to use
Source: JupiterResearch/ERI Executive Survey, 10/07, n=271 (US only)
Question: Please indicate which of the following tactics you currently use or you plan to start using in the next 12 months in your content management and delivery efforts.
Per
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10 © 2007 JupiterResearch, LLC
Web 2.0 Benefits Don’t Fit Every Business Model – Use Discretion
0% 20% 40% 60% 80% 100%
Wikis
External Blogs
Interactive calculators, wizards, etc.
Discussion boards/Forums
RSS feeds
Webcasts
Streaming video
Government / Education
Business to Business
Business to ConsumerPercentage of website decision-makers
Question: Which of the following content types do you currently use or plan to install in the next 12 months? (Select all that apply)
Source: JupiterResearch/ERI Executive Survey, 10/07, n=271 (US only)
<33%Uncertain business
value limits adoption
<50% Widespread use
long-term or non-existent
11 © 2007 JupiterResearch, LLC
Multiple Dynamic Content Delivery Methods & Options Exist
Multivariatetesting
Automatedpublishing
Behavioral targeting
Affinity
PHPDHTMLXMLDITAAJAXJSPetc…
Dynamic content
Personalization
RSS
Mostpopular
Merchan-dising
Source: JupiterResearch 11/07
12 © 2007 JupiterResearch, LLC
Is There a Sweet Spot of Dynamic Content Delivery?
41% currently use dynamic
content blocks
Source: JupiterResearch/ERI Executive Survey, 10/07, n=271 (US only)
72% of decision-makers surveyed stated that they currently use
static delivery on some of their pages
36% want WCM to deliver
improved usability
13 © 2007 JupiterResearch, LLC
Best Practices
14 © 2007 JupiterResearch, LLC
The “Perfect” Home Page, Circa 2004
The “fold”
Nav (consistent)
Nav(tax-
onomy)
BrandAdvertising
Advertising
search
Lead or Featured ElementWith Graphic
2ndary
2ndary2ndary
2ndary
Promo’dUtilities
Interactive orData
Element(poll, etc)
Partner PropertiesAdvertising
Promo’d Utilities
Editorial- 50-60%
Mktg- 25-30%
Nav & Search- 10-15%
Source: Jupiter Research analysis (09/04)
15 © 2007 JupiterResearch, LLC
Today’s “Perfect” Content Page Shows Subtle Differences
Source: JupiterResearch analysis (8/07)
Most Popular
Related
Poll or posts
Comment on this…
Navigation bar
Search
Other stories
Graphic or video
Also in today’s…
Adv’g - 15%-20%
Nav-promo - 40%-50%
Story - 20%-30%
UGC - 10%-15%
Subscribe to alerts, e-mail, newsletters…
Link, post, RSS to….
More site or network promos
Real Estate Allocation
16 © 2007 JupiterResearch, LLC
Washington Post Story Page Epitomizes Modern Design Paradigm
User comments (sponsored)
Network navigation & search
Network navigation & search
Related content & topics
Readers also read…
Flash scrolling heads promo or other ntwk promo
Most viewed (AJAX tabs)
Static newsletter promo
Related blogs (Technorati)
Save, link, share this
Ads or links to advertisers
Story itself
Source: JupiterResearch analysis (8/07)
Nav-promo
UGC
17 © 2007 JupiterResearch, LLC
Washington Post: Best Practices Include Network Promotion, UGC, Recurring Visit Tactics
Related content via Inform (topical metadata)
Linking modestly successful; comments much more engaging
Newsletter traffic to be replaced by RSS feeds
Source: JupiterResearch analysis (8/07)
Most-viewed content module consistent across site; AJAX tabbing
Also read via Aggregate Knowledge (collaborative filtering)
18 © 2007 JupiterResearch, LLC
Retail Sites Adhere to Standards with Elevated Focus on Customer Service
2ndary promo’s(static)
Global navigation
Global navigation
Up-sell &Sweepstakes
Navigation (taxonomy)
Brand
Static newsletter promo
Mktg/Promo
Merch-andising
Source: JupiterResearch analysis (11/07)
Nav-Search
Service
Main promo (Flash)
Search
Customerservice
Free shipping promo
2ndarypromo
19 © 2007 JupiterResearch, LLC
Shifting Priorities Force Content Changes and Drive Interaction
Source: JupiterResearch analysis (11/07)
Merch tactics, tabs to manufacturersite, service info
Detailed product info, drill downs for tour, education
UGC (consumes 1/3 real estate)
Nav & SearchConsistent, prod.Breadcrumb nav
Promo & payment options
Nav & Service
20 © 2007 JupiterResearch, LLC
WCM Effectiveness Assessment
Source: JupiterResearch 11/07
Organizational
readiness
Ecosystem
visibility
Operational
resources
Financial
impact
Strategic
growth
21 © 2007 JupiterResearch, LLC
Thank You
John LovettSenior AnalystJupiterResearchwww.jupiterresearch.comjlovett@jupiterresearch.comWeblog http://weblogs.jupiterresearch.com/analysts/lovett/