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Get the NewsletterSitecore Names 2009 Web Content Management Trends
Sitecore, the vendor behind the namesake web content management system, has released a survey and identified three trends that, they say, will drive the web content management industry in 2009. These key driving factors took root and were visible in 2008, but according to Sitecore, we will see the trends truly manifest in the current calendar year.
To gather these industry trends, Sitecore queried 83 of their U.S. based customers.
Without further ado, the three trends are:
- Growth of e-commerce
- Portal and public site integration
- Increased integration of web 2.0
In order to fully analyze each of these trends, let's examine each closely.
Web 2.0 Gathering Steam in the Enterprise
Among respondents, web 2.0 will be a key area of growth in the enterprise market this year. In fact, Sitecore reports that the number of organizations adding web 2.0 facilities to their Intranets is up 250%. Since web 2.0 is a blanket term, the specific technologies are being identified. Specifically, applications that allow fluid, fast dissemination of news and conversation including wikis, blogs, forums and surveys.
This web 2.0 trend is a recurring one within the walls of enterprises. Today's companies and organizations are seeking to become more social and utilize social media tools to bring workers and collaborators closer together. Specific examples include tools such as:
- Yammer that enables team micro-messaging
- Microsoft SharePoint that facilitates document-centric collaboration
- SocialText offers a product centered around creating social, people centric Intranets
We see Enterprise 2.0 growing as a market as well. With the largest segment of the population slowly going into retirement, there is a huge need for knowledge transfer between outgoing knowledge workers and incoming employees. Social software and knowledge management will be a key factor in this very important process.
Portals Going Public
A number of workgroups and organizations are demanding that previously internal-only web portals have an externally facing web presence. Real-world use cases might be include an extranet site for a public works project where the parties involved wish to invite public feedback and testimony.
The need for a web portal to have two faces is a definite need. However, there is a security concern here to make sure the correct content is delivered to the right audience. For example, it would be unfortunate for the public to see an internal document that is only intended for an internal project team.
Tools such as MOSS (and Sitecore CMS, as Sitecore naturally pointed out) are present to help make power this dual-mode functionality for web sites.
Time To Make Some Money
Finally, Sitecore's study about intranet trends identified the integration of e-commerce systems and tools into websites. Noted examples include the use of Microsoft Commerce Server and InSite Commerce.
In summary, enterprises are looking for new areas of functionality out of their web content management systems. CMS managers are looking at the success of tools such as Facebook, LinkedIn, WikiPedia and others and are trying to emulate the community and conversation building that such tools foster.
Additionally, companies are demanding integration between their CMS and e-commerce systems and other services provided in the data center.
Do you agree with the study referenced above? Do the trends and patterns inside your company or group emulate the respondents in this survey? Please weigh in below in the comments.
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I agree with the Web 2.0 integration and the E-commerce side of this study especially. Since launching our e-commerce plug-in, we have see more and more of our clients using their websites in unique ways to drive profit directly from the site. I can only guess that this trend will continue in 2009.
Apart from this, I guess, there will be increased adoption for CMS systems worldwide. Open source CMS will gain popularity and companies will start trying out these to manage costs to some extent. Also, CMS on-demand might also catch up. Vendors can come up with facilities where content for different companies can co-exist in the same infrastructure and environment. Pricing for these can be based on usage, page hits etc. This allows companies that cannot afford a full fledged CMS to manage their content better.
I generally agree with the 3 high level trends identified for content management - plus more website integration with other business systems via the portal. In my opinion this will largely be driven by organisational strategy focussed mainly on cost saving e.g. customer/client self service being one of the main objectives.
'If ' done well this can also lead to greater market share and increased sales (although in the current market that may not arrive until the upturn!). Cost savings in staff, branches, middlemen and the integration of processes and channels etc. are likely to provide the best ROI and business case for investment.
The 'self service' component can also require a lot of business analysis and system integration with the back office. That is where a lot of web shops and agencies will need to partner to deliver. That's also where the risk will be (who's big enough to be sued if it doesn't work!) and where strong IT shops with web application development and integration experience will be critical.
So Web Content Manegement goes Enterprise Content Management.
Duh...