BOSTON, MA--(Marketwire - April 9, 2009) - As the current economic situation forces
companies to reach customers through cost saving methods, more
organizations are looking to influence business results through the online
channel. Whether the web is a vehicle for information or a source of sales,
all organizations must focus on the development, execution, and
distribution of online content to maximize sales in a global recession. Web
Content Management (WCM) and Content Management Systems (CMS) are tools for
managing website content. WCM helps marketers take ownership and control of
website content creation, distribution, digital rights usage, editing,
analytics, and the overall online experience. A recent study, "
Maximize Business Results Online: How Web Content
Management Technology is Transforming Digital Marketing," conducted by
Aberdeen Group, a Harte-Hanks company (
NYSE:
HHS), finds that 42% of survey
respondents will be increasing the budget for web content management
initiatives in 2009. Visit this site to obtain a complimentary copy of the
Web Content
report.
"Web content management has the potential to transform the web into a more
engaging intimate experience for visitors," says Ian Michiels, Research
Director in Aberdeen's Customer Management Technology Group. "Leading
organizations use of WCM continues to validate the value of WCM
capabilities, even in newer areas like social media and rich media support.
Top performing marketers can now own, manage, and deliver content over the
web more efficiently and effectively than ever before. In this tough
economic landscape, companies are looking for tried and true methods to
drive more business online; WCM certainly delivers on this challenge,"
finished Michiels.
Survey respondents overwhelmingly indicated that the top two marketing
channels used to reach customers include the website (60%) and email
marketing (47%). Therefore, it's no surprise to that 56% of respondents
indicated managing web content was a high priority in 2009. Improving the
customer experience is a top business challenge driving the adoption and
use of web content management. This pressure is followed by a desire to
increase website traffic and increase the overall return on marketing
investments by improving the productivity and processes surrounding web
properties.
The report demonstrates the value of collectively leveraging organizational
practices in process, performance measurement, knowledge management, and
technology to provide a foundation for online success. By combining
organizational capabilities and technologies, such as web analytics,
dynamic content delivery, and multi-variant testing tools, leading
companies are able to positively affect return on marketing investments and
annual revenue.
The research educates readers about the various aspects of web content
management. A complimentary copy of this report is made available due in
part to the following underwriters: SiteCore and SDL Tridion. Furthermore
this research is being disseminated to the market through the support of
various media outlets, such as the ECT News network and ITO America.
Access other complimentary
Customer Management Research.
About Aberdeen Group, a Harte-Hanks Company
Aberdeen provides fact-based research and market intelligence that delivers
demonstrable results. Having queried more than 30,000 companies in the
past two years, Aberdeen is positioned to educate users to action: driving
market awareness, creating demand, enabling sales, and delivering
meaningful return-on-investment analysis. As the trusted advisor to the
global technology markets, corporations turn to Aberdeen™ for insights
that drive decisions.
As a Harte-Hanks Company, Aberdeen plays a key role of putting content in
context for the global direct and targeted marketing company. Aberdeen's
analytical and independent view of the "customer optimization" process of
Harte-Hanks (Information - Opportunity - Insight - Engagement -
Interaction) extends the client value and accentuates the strategic role
Harte-Hanks brings to the market. For additional information, visit
Aberdeen or call (617) 723-7890, or to
learn more about
Harte-Hanks,
call (800) 456-9748.
© 2009 Aberdeen Group, Inc., a Harte-Hanks Company
451 D Street, Suite 710
Boston, Massachusetts 02210-1928
Telephone: (617) 854-5200
Fax: (617) 723-7897
www.aberdeen.com
Contact Information: Media Contact:
Ian Michiels
Aberdeen Harte-Hanks
(925) 264-1824
ian.michiels@aberdeen.com