As consumer behavioral patterns across verticals (including retail, media and entertainment, and financial services) increasingly shift toward online channels, Web content must become increasingly monetizable. Factors which improve the monetizability of content relate primarily to rich user experiences, which require Web applications to combine behavioral analytics with the cross-platform, targeted delivery of digital media of all types (audio, video, streaming content, Flash, myriad image types), all available customer data, and content from Web services-based sources (maps, shipping information, weather reports, stock quotes, news). Not only must successful Web applications seamlessly wrap these components together behind the scenes, they must supply an interactive presentation layer that is aesthetically pleasing and easy-to-use. The primacy of the trend toward monetizable content will fuel other trends in the WCM space, among them, the heightened importance of:
- Design agencies as WCM solution providers. Vendors to watch: Blast Radius, Avenue A | Razorfish, Molecular.
- Analytics functionality within the WCM application to support multi-channel marketing campaigns. Vendors to watch: Interwoven, CrownPeak.
- The ability to incorporate rich media at the content creation stage. Vendors to watch: Adobe, ClearStory Systems, EMC/Documentum.
- Support for integrated search and advertising/merchandising. Vendors to watch: Endeca, FAST, Google.
- The emergence of WCM applications as primary brand managers. This is a channel strategy decision and is not vendor-oriented in nature.