While the fundamental capabilities of WCM are pretty well-known, other critical skills are making WCM a crucial component in supporting digital business strategies. It is somewhat amplified by the fact that the market has a high level of maturity.
On the one hand, there is a wide range of products and technologies that offer organizations ample choice regarding good, scalable, and easy-to-use offerings. But on the other hand, however, too many products have made it increasingly difficult to distinguish between products that offer the most concerning ROI and those that don't.
It has led many organizations to choose only those products that satisfy their short and mid-term needs. To simplify decision making; organizations need to focus more on their long-term needs as well as the products that address those needs. By looking at the situation over the long-term, companies can seriously narrow down on the most efficient products, all the while addressing their short to mid-term needs, as well.
Below are the critical capabilities that can make this difference.
Usability translates to a high level of democratization, which means that the product of technology can be made readily available even to non-tech-savvy users.
It means that the WCM offering needs to quickly and effectively couple with other technologies, services, and information sources. Interoperability provides for an architectural environment that allows for and facilitates experimentation.
WCM users will need access to readily consumable intelligence, which can guide them and their ongoing efforts of optimizing changes accordingly.
It is a set of capabilities that allows for multichannel publishing as well as cross-channel optimization. Among these, we have features that support ongoing interactions with more than one targeted audience and individuals, while they are mobile.
It is a set of features that will help anyone establish an interactive runtime environment, be it a built-in runtime environment or web application. It also extends to other capabilities that allow for the content to be highly targeted and customized accordingly.
Personalization refers to the ease with which content can be created in such a way to target individuals based on the context of the encounter.
Among the critical capabilities of WCM, we can also count the essential architectural design and attributes that are associated with APIs, modules, and connectors.
Included is a set of attributes that will enable the full exploitation of cloud technology and its many benefits.
Digital Marketing Effectiveness
Digital marketing effectiveness, in this context, refers to the WCM's capabilities to support marketers in both expanding and improving their digital marketing strategies.
Contextualization of Delivered Experiences
The ability to support the preparation, management, and delivery of engaging and contextualized user experiences.
The WCM's capability to support multiple digital commerce scenarios.
Composite Content Applications
It is the possibility to enable third-party, custom-made applications that interact and consume content coming in from the WCM repository.