Web content management (WCM) refers to the software system, comprising a set of tools that provide organizations with a way to manage digital information on website. Web content management system has become crucial for the growth of a business organization as content marketing has evolved as a pivotal element in developing digital marketing campaigns. A WCM system provides large enterprises and small & medium enterprises with a central interface that facilitates easy editing and addition of different media before the content is finally published. It offers flexibility and easy customization to the business organizations to frame the content. A WCM system can be deployed based on cloud or on-premises, where cloud-based platform does not provide customization options to organizations. An on-premises solution provides business enterprises with an option to manage content, data security and flexibility. Web content management system enables the business enterprises to expand its global client base by enabling multilingual marketing materials, while protecting their brand image.
With an increasing number of people consuming web content from a variety of sources, such as through social media, blogs and discussion forums, users have become more familiar with informal content style. They interpret and connect well with a two-way dialogue, rather than providing one-way voice of sales and marketing. The challenges faced by the organizations are not limited to publishing contents that adhere to brand guidelines, corporate governance, licensing and accessibility standards, but are also about providing relevant content in an appropriate style to the consumers. Business organizations are providing content to customers in such a manner that it is appropriate and easy to understand by the users. Business organizations are ensuring that the content acknowledges the preference of visitors, in order to connect with them and provide them greater value. The increasing need for content management is expected to boost the global web content management market growth.
The key purpose of companies to adopt web content management system is customer engagement. Customer engagement is the key challenge observed by any business enterprise, especially with rapid evolution in the digital world. Due to increasing use of mobile devices by customers for shopping, opening bank accounts and renewal of a subscription, business enterprises need to create a compelling presence to keep their customers engaged with the relevant personalized content.
Geographically, North America has been the largest market for web content management. It has been observed that the companies in North America are increasingly adopting digital marketing management. The digital marketing management solution is expected to drive the growth of WCM market in the U.S. The online communication techniques include social media marketing, search engine optimization, e-mail marketing, online advertising and partnership agreements with other websites. The digital marketing solutions support the business organizations with objectives of acquiring new customers and developing customer relation. Mobile & social content management solution follows the digital marketing management solution. Both the solutions are expected to be the major factors impacting the growth of the North American web content management market.
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