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%

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

t o

f w

ebsi

te d

ecis

ion

-mak

ers

fro

m c

om

pan

ies

wit

h $

50M

+ in

rev

enu

e


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


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


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)



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


Question: Which of the following are the top business benefits of deploying a content management solution? (Select up to 3)

Percentage of Decision-Makers


Challenges Impact Multiple Areas Across an Organization


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%


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


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


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

cen

tag

e o

f w

ebsi

te d

ecis

ion

-mak

ers

fro

m c

om

pan

ies

wit

h $

50M

+ in

rev

enu

e


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)


<33%Uncertain business

value limits adoption

<50% Widespread use

long-term or non-existent


Multiple Dynamic Content Delivery Methods & Options Exist

Multivariatetesting

Email

Automatedpublishing

Behavioral targeting

Affinity

PHPDHTMLXMLDITAAJAXJSPetc…

Dynamic content

Personalization

RSS

Mostpopular

Merchan-dising



Is There a Sweet Spot of Dynamic Content Delivery?

41% currently use dynamic

content blocks


72% of decision-makers surveyed stated that they currently use

static delivery on some of their pages

36% want WCM to deliver

improved usability


Best Practices


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)


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


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


Nav-promo

UGC


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


Most-viewed content module consistent across site; AJAX tabbing

Also read via Aggregate Knowledge (collaborative filtering)


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


Nav-Search

Service

Main promo (Flash)

Search

Customerservice

Free shipping promo

2ndarypromo


Shifting Priorities Force Content Changes and Drive Interaction


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


WCM Effectiveness Assessment


Organizational

readiness

Ecosystem

visibility

Operational

resources

Financial

impact

Strategic

growth


Thank You

John LovettSenior AnalystJupiterResearchwww.jupiterresearch.comjlovett@jupiterresearch.comWeblog http://weblogs.jupiterresearch.com/analysts/lovett/

Technology

Escaping the Static Cling: Delivering Dynamic Web Content