Among the 225 information and knowledge management (I&KM) professionals surveyed by Forrester (news, site), seventy-five percent indicated that within the next twelve months their deployment or use of web content management (WCM) would increase.

Investing in WCM

The report, Web Content Management Will Weave Its Way Into More Enterprise Applications showed that most respondents viewed WCM as an investment citing customer experience, brand consistency, lead management or new eBusiness initiatives as the primary driver increasing WCM usage.

For others they are focused on customer-facing websites. Thirty percent of respondents indicated that they use their WCM systems for web or multichannel marketing, and an additional thirteen percent are using it for customer service.

Proactive Implementation & Integration

While companies are demonstrating pro-active implementation of WCM, the survey also points to an increase in integration. Thirty-eight percent of those surveyed need WCM to more tightly integrate with other enterprise applications.

Many of the respondents stated that they’d like to integrate everything from analytics software, social media, SharePoint repositories and customer relationship management systems. Twenty-one percent also want to leverage WCM-based content in their email campaigns, increasing operational efficiency as well as brand consistency.

Shared Responsibility & Functionality

As WCM becomes more integrated with other services, it’s inevitable that responsibilities will be shared across departments, like marketing and IT. In fact, respondents noted that 36% of enterprise marketers author directly in WCM, while 14 percent of companies have eBusiness teams entering content.

With companies embracing advanced functionality and integration capabilities of WCM, more are looking ahead to next generation systems. In addition to better enterprise application integration, the survey showed that firms would like to see improvements in:

Fifty-two percent of respondents would like their WCMs to handle rich media such as audio and video, while another 33% plan to use dedicated digital asset management (DAM) systems.

Ultimately all this talk about WCM in the enterprise shows that organizations needs have evolved to a point where web content management is not a standalone system, and WCM vendors need to start rethinking how their solution works in the greater scheme.