Enterprise CMS market overview

At the end of May, we at at-traction produced a small report based on existing data. We have also identified a global trend in content management systems: A move away from pure web publishing towards systems that can create and manage a company’s entire digital experience. This means that the cards are likely to be reshuffled in the next two years, at least in the enterprise sector. What exactly does that mean?

We have identified the following three trends:

From content management to customer experience management
A driving trend is that of digital experience management. The term is intended to express the fact that it is no longer simply a matter of publishing content, but that the systems must handle all aspects that contribute to a customer experience on the digital channels as far as possible. This requires more functionality from the systems and in more areas than before. In addition, and ideally, all of these functions should be interconnected.

From categorized web solutions to a single software
The different categories of web software are becoming increasingly mixed. While systems for newsletters, systems for e-commerce, systems for web content and social media tasks were and still are traditionally responsible, enterprise customers are increasingly looking for solutions that flexibly address tasks in all areas. Systems that already have these capabilities or at least allow easy integration with third-party systems have a clear advantage.

From multi-channel to omni-channel
Multi-channel has been THE buzzword in e-commerce over the last 5 years. While multi-channel arose more from the technological need to distribute marketing and product data from a repository to different channels, omni-channel focuses on a consistent customer experience across all channels and devices/platforms. The aim is to track and profile customers uniformly across all channels. This results in better brand loyalty and therefore higher spending by end customers.

Read the short market overview courtesy of at-traction :-)

> PDF 22 pages | English