1、CONTENT MANAGEMENT SYSTEMS:THE KEY TO OMNICHANNEL EXPERIENCESOCTOBER 2023NOTICEThis report contains brief,selected information and analysis pertaining to the advertising,marketing and technology industries and has been prepared by Winterberry Group.It does not purport to be all-inclusive or to conta

2、in all of the information that a prospective manager,investor or lender may require.Projections and opinions in this report have been prepared based on information provided by third parties.Neither Winterberry Group nor its respective sponsors make any representations or assurances that this informa

3、tion is complete or completely accurate,as it relies on self-reported data from industry leadersincluding advertisers,marketing service providers,technology developers and agencies.Nor shall any of the forgoing(or their respective officers or controlling persons)have any liability resulting from the

4、 use of the information contained herein or otherwise supplied.All trademarks are the property of their respective owners.2023 Verista Partners Inc.d/b/a Winterberry Group.All rights reserved.This whitepapers purpose is to bring clarity to a complex and rapidly evolving topic-the landscape of Conten

5、t Management Systems(CMS).In the process of developing this paper,Winterberry Group surveyed more than 150 decision-makers across the US and conducted in-depth interviews with influencers in the CMS market.The result is an evidence-based examination of the use cases,considerations,tradeoffs and valu

6、e of different CMS platforms while exploring the investment,technology and strategy trends that impact the content and digital experience landscape these platforms support.Winterberry Group Authors:Michael Harrison(Managing Director),Charles Ping(Managing Director EMEA),Stephanie Loutsenko(Senior En

7、gagement Manager)WHITE PAPER PURPOSE AND AUTHORSSPONSORThe worlds leading brands trust Brightspot to power their digital content experiences.Brightspots content management solution enables its customers to quickly launch and manage content experiences across any device by offering an intuitive and c

8、ustomizable platform that can meet unique content,display and workflow requirements.Brightspots comprehensive suite of flexible technology,expert services and partner ecosystem provides businesses with the tools necessary to successfully deliver on their digital strategy.For more information,visit .

9、3TABLE OF CONTENTSTABLE OF CONTENTS05 Executive Summary06 Introduction:What is a Content Management System(CMS)?07 The Evolution and Drivers of CMS Platforms11 CMS Platform Use Cases 13 Traditional,Monolithic CMS 13 Open-Source CMS 14 Digital Experience Platforms(DXP)14 Headless and Decoupled CMS 14

10、 Headless CMS 14 Decoupled CMS 15 Hybrid CMS 16 Challenges and Considerations of CMS Platforms17 Total Cost of CMS Ownership19 The Outlook for the CMS Market21 Key Considerations for CMS Selection 23 Organizational Decision Makers26 Glossary27 Methodology4TABLES AND CHARTSTABLES AND CHARTS08 Content

11、 Management Systems Integrate Across the Tech Stack to Power Brand Experiences09 What Type of CMS Do You and Your Company Utilize Most Today?12 Which Applications or Use Cases Do You Currently Use Your CMS Platform For?15 Which Applications or Use Cases Do You Currently Use Your Hybrid CMS For?16 To

12、p Challenges of CMS Platforms by Type17 Top Three Most Significant CMS Costs by Platform Type18 Primary CMS Tool Cost Drivers Relative to Length of Use20 Most Significant Supporting Functionalities When Evaluating CMS Solutions21 Top Three Considerations When Evaluating a CMS Provider22 Most Signifi

13、cant Integrations When Evaluating CMS Tool24 Top Decision Makers by Organizational Size5EXECUTIVE SUMMARYEXECUTIVE SUMMARYIn todays rapidly evolving digital landscape,organizations face the complex challenge of delivering personalized and consistent experiences across an expanding array of touchpoin

14、ts.To address this challenge effectively,businesses are increasingly evaluating and evolving toward Content Management Systems.Content Management Systems,or CMS,serve as a key component for organizations aiming to create,manage and distribute multimedia content across an array of digital and offline

15、 touchpoints.What initially began as a means to manage content for basic web pages has undergone a remarkable transformation,evolving into versatile platforms capable of facilitating and managing diverse digital experiences and offline content.This report embarks on an exploration of the CMS landsca

16、pe,shedding light on its evolution and adaptability to meet the demands of the modern customer journey.Winterberry Group dives deep into the development and capabilities of the various types of CMS platforms,providing insights for organizations to make well-informed decisions that align with their s

17、pecific business objectives.This paper highlights the deficiencies around a legacy,monolithic CMS approach when it comes to activating and managing omnichannel content and campaigns,as well as the challenges in customization,some of which can be better addressed by the capabilities offered by headle

18、ss,decoupled or hybrid CMS platforms.Within the last 12-months,42%of organizations have opted for a hybrid solution,compared to just 4%that selected a traditional CMS.Such an uptick in adoption offers insight into the transition users are currently undertaking as they shift toward a best-in-class,co

19、mposable solution.In terms of ownership costs,data security and compliance represented the primary drivers across all CMS platforms,with 35%of organizations identifying it as the major cost.While some CMS capabilities,such as the prebuilt features of Digital Experience Platforms,can reduce the compl

20、exity of data security and compliance costs,these tools come with additional disadvantages,such as a higher cost of ownership with set-up costs and limited customization aspects.Organizations seek CMS platforms that provide the ability to support,manage and deliver omnichannel content,to deliver AI-

21、powered content creation and to support data-driven personalization for customer-facing systems.Increasingly with modern distributed workforces,these capabilities are being used for internal employee facing systems in addition to external customers.Additionally,organizations identified analytics and

22、 reporting(55%),the availability of AI/ML for task automation and recommendations(45%),combined with a range of out-of-the-box integrations(44%)as important considerations when evaluating CMS platforms.These capabilities are essential to support the continued growth of content in delivering differen

23、tiated high-performing brand experiences.Ultimately the selection criteria between the different solutions chosen to address the limitations of legacy systems largely depends on the use cases being addressed,internal resources and support rather than clear demarcations between the platforms.This rep

24、ort highlights the journey CMS users are currently on as they break free of the constraints of monolithic,legacy CMS tools and move toward composable solutions,with many opting for hybrid to support this period of evolution.6INTRODUCTIONINTRODUCTIONWHAT IS A CONTENT MANAGEMENT SYSTEM?DEFINING CONTEN

25、T MANAGEMENT SYSTEMS A Content Management System,or CMS,is an application designed to manage the creation,storage and distribution of digital contentspanning text,images,video and other multimedia elementsacross digital channels,such as websites,mobile apps and other online channels.CMS platforms en

26、able users to take a simplified approach to creating,editing and managing digital content across their desired customer touchpoints.We define six distinct categories of Content Management SystemsDECOUPLED CMS Solutions where content management functionalities,including centralized storage and conten

27、t creation,are separated from the presentation layer,allowing support of multiple front-end interfaces and platformsOPEN-SOURCE CMS Free-to-use or freemium models,often employed for crafting tailored solutions using extensions and plugins;open-source CMS platforms provide access to their source code

28、 for public viewing,modification and distribution,relying on active developer communities for ongoing enhancementsHYBRID CMS,A MIX OF TRADITIONAL AND HEADLESS OR DECOUPLED Solutions where the back-end and front-end systems are functionally separated,while still maintaining a degree of integration;th

29、e back-end focuses on traditional CMS capabilities,such as content creation,editing,organization and management,while the front-end enables marketers/developers to focus on personalization and the customer experience;hybrid architectures leverage both traditional and headless capabilities through th

30、eir structured content delivery and API-based content distribution architecturesDIGITAL EXPERIENCE PLATFORM(DXP)Integrated platform(s)that encompass a spectrum of solutions,including data,intelligence and activation capabilities;these platforms maintain a comprehensive focus on content,analytics,orc

31、hestration/decisioning,activation and commerce use cases,with content capabilities representing just one facet of their expansive suite of offeringsHEADLESS CMS API-based platforms where content and presentation layers operate independently;this separation allows for the creation of component-based

32、digital experiences that are compatible across various systems as content is managed and delivered via APIs,offering flexibility and adaptabilityTRADITIONAL,LEGACY OR COUPLED CMS (MONOLITHIC)A comprehensive,integrated system designed for collecting,managing,delivering and optimizing content that emp

33、loys pre-existing themes and templates to create digital experiences across various channels throughout the customer journey7THE EVOLUTION AND DRIVERS OF CMS PLATFORMSTHE EVOLUTION AND DRIVERS OF CMS PLATFORMSThe journey of Content Management Systems from their early origins to their current state h

34、as been remarkable,driven by technological advancements,evolving market demands and the increasing complexity of customer journeys.The origin of CMS platforms can be traced back to the early days of website creation,but its evolution is best understood by examining the transformation of user experie

35、nces:from static web pages to the proliferation of multiple pages per site and finally to the complex,highly personalized omnichannel customer journey we observe today.CMS platforms began with websites resembling digital brochures,featuring static text and photos.Full-stack CMS platforms,such as ope

36、n-source and monolithic platforms,provided a templated content approach but required time-consuming website refreshes.Websites evolved to optimize content for search engines,becoming multimedia element destinations and with heightened commerce focus.Monolithic solutions remained dominant,but headles

37、s and decoupled platforms emerged for flexibility,rapid updates and distribution of content.Complex content needs with content being distributed across both digital and physical touchpoints,driving omnichannel personalization.Hybrid solutions bridge structured content with flexibility.Website update

38、s are swift,empowering non-technical users,with embedded workflows.THE EVOLUTION:COMPLEX WEBSITES WITH COMMERCE OPTIMIZATIONTHE PRESENT:OMNICHANNEL PERSONALIZED EXPERIENCESTHE ORIGINS:BASIC WEBSITES WITH STATIC CONTENT8CONTENT MANAGEMENT SYSTEMS INTEGRATE ACROSS THE TECH STACK TO POWER BRAND EXPERIE

39、NCESLegend:Content and Distribution SystemDataChannel/ActivationDecisioning and Rules SystemProcessTHE EVOLUTION AND DRIVERS OF CMS PLATFORMSMRM/Workflow ToolsEvent Data&OptimizationData LayerAnalytics&Machine LearningMeasurement,Attribution&VerificationSocialWebsiteEmailMobileSite/AppMobilePushDire

40、ctMarketingChatbotsSMSCallCenterDisplay&VideoConnected TVProduct Information Management(PIM)Digital Asset Management(DAM)Decision EngineCustomer Journey Planning&AnalyticsCommerce PlatformContent Management System(CMS)Customer Journey Management9The modern CMS landscape is diverse,accommodating for

41、a multitude of end-user requirements,spanning both online and offline experiences.While CMS platforms share certain fundamental capabilitiesencompassing content creation,management and presentationdistinctions arise based on the level of adaptability,customization options and integration capabilitie

42、s they offer.Organizations often leverage more than one CMS tool to meet the complex content demands of their business.Among the various CMS types,hybrid CMS and Digital Experience Platforms represent the most commonly selected platforms,collectively preferred by approximately 55%of organizations.No

43、tably,there has been a significant recent surge in the adoption of hybrid CMS and DXP platformswithin the last 12 months,58%of organizations report adopting one of these two platforms.Among organizations that have chosen a CMS platform in the past 12 months,a substantial 42%have opted for a hybrid s

44、olution,while just 4%selected a traditional CMS.This shift underscores the evolving market dynamics in response to changing expectations,as well as the transitory journey CMS users are on in their shift from monolithic,legacy tools toward headless,composable CMSs.Organizations are increasingly break

45、ing free from the confines of monolithic tools,favoring composable solutions that retain content creation and management capabilities while empowering them with greater flexibility to deliver distinctive digital experiences.WHAT TYPE OF CMS DO YOU AND YOUR COMPANY UTILIZE MOST TODAY?Source:Winterber

46、ry Group Survey(2023)(%of respondents)4%29%26%17%16%9%Hybrid CMS Digital Experience Platform(DXP)Decoupled CMS Open-Source CMS Headless CMS Traditional,Legacy or Coupled CMS (Monolithic)THE EVOLUTION AND DRIVERS OF CMS PLATFORMS10SEVERAL MARKET FORCES HAVE INFLUENCED CMS ADOPTION AND THE EVOLUTION O

47、F THESE PLATFORMS:Proliferation of Channels:Marketers are increasingly focused on delivering consistent brand experiences across a diverse channel set;to bridge the gap between channels and content elements,organizations seek CMS platforms that can ensure consistent brand experiences across channels

48、,notably websites(88%),email(72%)and display(64%).Omnichannel Personalization,at Scale:To deliver personalization at scale rapidly,organizations need a centralized source of truth for their content that can be deployed to multiple end points for consistent omnichannel experiences;41%of organizations

49、 look for CMS platforms with integrated personalization capabilities,such as content management and deployment,marketing automation and customer relationship functionalities.Growing Investment in Content:Organizations are increasingly dedicated to delivering consistent and engaging experiences acros

50、s online and offline channels,intensifying the need for robust content creation,management and distribution strategies;legacy technology(47%),dispersed data and content assets(45%)and budget/time constraints(44%)represent the primary challenges faced by organizations in their content strategies.Grow

51、th of Digital Commerce:As commerce has expanded beyond traditional brick-and-mortar storefronts to e-commerce,m-commerce and social commerce,brands are actively seeking CMS solutions to connect the in-person and online worlds;over 40%of organizations have integrated their CMS with a Marketing Automa

52、tion or Commerce Platform,underscoring the importance of robust partner integrations to facilitate real-time content delivery,enable the creation of unique user experiences and support agile content deployment.Understanding the CMS landscape and these demand drivers emphasizes CMS platforms pivotal

53、role in shaping cross-channel interactions in todays world.The adoption of CMS technologies and the evolution of this ecosystem has largely been driven by customer demand.Consumers expectations have gone up and to the right as far as the amount of content that can be assessed in the buy funnel.They

54、expect more sophisticated engagements with the companies they work with,and they expect more content and more personalization than ever before.Head of Global Partnership Program,Global Experience Software ProviderTHE EVOLUTION AND DRIVERS OF CMS PLATFORMS11CMS USE CASESCMS PLATFORM USE CASESIn respo

55、nse to market dynamics and the growing demand from customers for distinctive and consistent experiences across multiple channels,the landscape of content management has undergone a significant transformation in how it addresses various use cases to meet these consumer requirements.By analyzing how t

56、he various CMS platforms address specific organizational challenges,we can gain insight as to how the various CMS systems may cater to the distinct needs that span content creation,organizational enhancements and personalized digital experience requirements.Enables deployment of websites at low tech

57、nology cost Mainly used for simple web-based content,intranet pages Additional use cases include focused/point experiences with limited focus on customization and personalization OPEN-SOURCE CMS Simplified content management for businesses,with pre-designed templates that allow for basic customizati

58、on of content and templates User-friendly interface developed for non-technical usersTRADITIONAL,LEGACY OR COUPLED CMS(MONOLITHIC)Integrated customer experience management to support and optimize customer journeys across channels Customer data management,insights and segmentation for personalization

59、 Streamlined multi-format content creation,deployment and management Delivery of consistent customer experiences across multiple digital endpoints driving commerceDIGITAL EXPERIENCE PLATFORM(DXP)Highly customizable approach to front-end,allows for differentiated digital experiences Multi-channel con

60、tent distribution for handling of varying content types across channels Streamlines back-end updates without impacting front-end presentation layerHEADLESS CMS Independent content management and distribution through APIs,provides for versatile content delivery to various applications Integration wit

61、h third-party tools and systems Enhanced security features as presentation and content layers are separated Combined tool with both traditional back-end architecture and templates coupled with a flexible front-end presentation layer Supports both structured content management and flexible distributi

62、on as it provides a bridge between traditional and modern content management capabilitiesDECOUPLED CMSHYBRID CMS,A MIX OF TRADITIONAL AND HEADLESS OR DECOUPLED12CMS USE CASESWHICH APPLICATIONS OR USE CASES DO YOU CURRENTLY USE YOUR CMS PLATFORM FOR?Content creation planning,workflow and collaboratio

63、nStorage,management and organization of content assetsContent,brand website and social marketingSegmentation andpersonalization of customer experiencesDelivery of premium content(across TV/video,digital media,subscriptions and syndications)Enablement and enhancement of e-commerce and direct-to-consu

64、mer offerings(e.g.,payment and shopping cart gateway integrations)Knowledge base such as documentation and help centersManagement of e-commerce inventoryDelivery of cross-channel and/or omnichannel experiences74%71%53%49%44%Intranet and training tools40%36%36%35%18%In essence,use cases across differ

65、ent types of CMS platforms share a common overarching goal:to facilitate the creation,storage,management and organization of content assets for utilization across various touchpoints within the customer journey,as recognized by nearly three quarters of organizations.Beyond an organizations content m

66、anagement and deployment needs,organizations identified content,brand website and social marketing(53%),segmentation and personalization of experiences(49%)and the successful delivery of omnichannel experiences(44%)as the primary applications of their CMS platform.Each CMS platform approaches these

67、use cases slightly differently,offering distinct advantages and considerations.As such,it becomes the responsibility of each organization to define the predominant use cases that align with their objectives.Are they primarily focused on delivering consistent omnichannel experiences,creating user-fri

68、endly templated solutions,efficiently scaling content creation,or emphasizing differentiation?Moreover,organizations must factor in considerations such as resource availability and limitations,technological capabilities and integrations,as well as the extent of platform customization required when s

69、electing the most suitable CMS platform for their specific needs.(%of respondents)13CMS USE CASESTRADITIONAL,LEGACY OR COUPLED CMS(MONOLITHIC)The traditional monolithic CMS emerged as a fundamental tool for website management,offering users a straightforward means of creating,editing and publishing

70、predominantly text-based content on their web pages.These platforms closely couple front-end design and back-end content management,supplying pre-built and pre-designed templates that streamline the design process.The simplicity of these tools makes traditional monolithic platforms particularly appe

71、aling to less-technical users,as they greatly simplify the content management workflowall organizations using a traditional CMS report its primary application is for the storage,management and organization of content assets,followed closely by content creation planning,workflow and collaboration fea

72、tures.As these platforms evolve,their focus is shifting towards delivering an accessible and user-friendly experience,along with editable plug-ins to facilitate content development and management across websites.However,traditional CMS platforms come with inherent limitations.These platforms offer l

73、imited scope for website customization and the delivery of a unique user experience:just 25%of organizations reported using their traditional CMS to deliver premium content across digital channels such as TV/video,digital media and subscriptions.Customization options beyond the pre-built templates a

74、re usually minimal,constraining an organizations ability to create distinctive designs when compared to others using the same platform.Additionally,the tightly integrated nature of front-end design and back-end content management constrains an organizations ability to support a multi-channel experie

75、nce,limiting the ability to create and distribute content across various digital formats.In fact,a staggering 83%of organizations cite the delivery of omnichannel customer experiences as their primary challenge when dealing with traditional CMSs,followed by half of organizations citing workflows as

76、a significant challenge.Furthermore,traditional CMS platforms demand substantial in-house resources to handle maintenance and updates,resulting in extended development cycles and higher costs.A third of organizations identify development as the primary cost associated with traditional CMS architectu

77、res,followed by maintenance and associated platform costs.OPEN-SOURCE CMSOpen-source CMS tools share several similarities with traditional,monolithic platforms.Both offer pre-built templates that simplify design and enable users to deploy,manage and publish digital content.However,its essential to r

78、ecognize that there are several distinctions between these options,with the key differentiator being the“open”nature of the underlying code base in open-source CMS technologies.This openness allows the global developer community to contribute to and modify these tools.Open-source CMS technologies em

79、power organizations to harness an open-for-all base code to create a custom in-house CMS solution tailored to their specific needs at a fraction of the software cost.Organizations commonly use open-source CMS tools for content creation,planning,workflow and collaboration(71%).Additionally,about a th

80、ird of organizations employ them for content,brand website and social marketing purposes.However,this approach is not without its challenges:Nearly 60%of organizations find it difficult to scale these CMS tools,and roughly half encounter difficulties when integrating them into their existing tech st

81、ack and with other platforms.Moreover,while open-source CMS tools offer software cost benefits and accessible source code,nearly half of organizations identify data and security compliance as their top ownership cost for these tools.This underscores the importance of a robust data management and pri

82、vacy strategy when using an open-source CMS.Organizations must ensure they have the necessary in-house resources to support ongoing maintenance and development.Given the way these platforms are constructed,they rely heavily on the broader developer communitys support for their advancement.While this

83、 fosters greater customization possibilities through code modification and ongoing improvements and maintenance to the platform,challenges exist as support may be limited due to constrained workflows or differences in programming languages,potentially inhibiting collaboration and the availability of

84、 developers for enhancements.14CMS USE CASESDXPs represent a comprehensive solution for organizations,offering an integrated,end-to-end platform encompassing omnichannel content creation,management and delivery,alongside customer data,insights and personalization capabilities.These platforms empower

85、 businesses to oversee and influence the entire customer journey,optimizing each touchpoint for a seamless experience across digital channels.DXPs are built to provide the necessary tools to manage end-to-end digital transactions,which may be why over two-thirds of organizations reported using their

86、 DXP to manage e-commerce inventory.When organizations were asked why they opted for a Digital Experience Platform over traditional or headless CMS tools,nearly two-thirds chose DXPs for their ability to deliver and enhance omnichannel digital experiences.Beyond facilitating omnichannel digital expe

87、riences,DXPs equip organizations with customer insights and segmentation capabilities,driving personalization and enhancing digital experiences across various touchpoints.Notably,90%of organizations utilizing a DXP consider the integration of a journey orchestration and decisioning platform a crucia

88、l factor when evaluating this type of CMS platform.By harnessing data-driven insights and decision-making,DXPs empower marketers to deliver relevant content that resonates with their audience,fostering deeper connections and higher engagement rates.Historically,many DXPs have evolved through a serie

89、s of acquisitions,aimed at supporting an organizations delivery of integrated omnichannel experiences.Consequently,DXPs may incur higher ownership costs during the implementation and integration phases by potentially requiring extensive integration efforts.In fact,60%of organizations cite integratin

90、g across the tech stack and in-house platforms as a top challenge when dealing with DXPs.However,once these tools are implemented,they tend to be less resource-intensive to operate,with just 12%of organizations reporting ongoing maintenance as a primary cost consideration.DIGITAL EXPERIENCE PLATFORM

91、S(DXP)HEADLESS AND DECOUPLED CMSThe ubiquitous nature of digital experiences in the customer journey has forced organizations to distinguish their user interactions from those of competitor offerings.Traditional monolithic CMS platforms,which tightly integrate content creation and presentation,impos

92、e limitations on content delivery across various channels and platforms.This homogenizes the customer journey and hinders the differentiation of user experiences among organizations using shared CMS platforms.As businesses explore ways to set themselves apart,they are increasingly moving away from t

93、ightly coupled front-and back-end solutions and adapting a composable approach that offers greater flexibility across their tech stack.This shift has led to the emergence of headless and decoupled CMS tools,which I think of a fully digital experience platform as bringing end-to-end elements of audie

94、nce testing,segmentation and the full marketing stack,including integrations DAM,workflow management,etc.COO/CTP,CPG BrandIn the realm of delivering content across a broad spectrum of online and offline channels,organizations shifting to a composable architecture for their martech stack have embrace

95、d the“headless”CMS approach.This approach separates the back-end content management architecture from front-end presentation and delivery,enabling content to be accessed via APIs for display on any device.Headless CMS platforms empower organizations to manage,store and edit content independently fro

96、m their ultimate destination,making it versatile for distribution across various applications,including websites and mobile apps.Headless CMS solutions have gained popularity among organizations operating in multi-channel content environments due to their flexible,agile and rapid content manipulatio

97、n and deployment capabilities.Nearly all organizations employing a headless CMS reported its frequent use in designing and delivering digital customer experiences:two-thirds of organizations reported that their headless CMS helped facilitate the delivery of premium content assets across digital medi

98、ums,such as TV and video.HEADLESS CMSfundamentally separate content creation and management (back-end)from the presentation layer(front-end).By nature of need,CMS architectures have changed to accommodate the resources clients need.A full staff of back-end developers was needed to manage platforms,b

99、ut now you can get away with a staff of front-end developers managing APIs.Headless has shifted power to marketing.CEO,Digital Experience AgencyHeadless CMS win out in their ability to be flexible for marketers and flexible in cost.Head of Global Partnership Program,Global Experience Software Provid

100、erWhile sharing similarities with headless CMS,decoupled CMS solutions offer users a slightly different approach to content management.These tools separate front-end design and back-end content repository features,providing greater flexibility for organizations to create a composable solution that s

101、upports robust back-end content management capabilities.Simultaneously,these platforms integrate with other systems to support front-end technologies and enable the design of differentiated user experiences.In contrast to the headless CMS,which often emphasizes the consumer aspect,a striking 96%of b

102、usinesses employing a decoupled CMS indicated that it is most frequently used for designing and delivering content and creative for employee experiences.This underscores the robust capabilities of these tools on the back-end.DECOUPLED CMS15CMS USE CASESWith the hybrid architecture,it feels like I fo

103、und a way to get our marketing team the things they need while still being able to choose the best,cost-effective system that fits into our whole organizations strategy.COO/CTO,CPG BrandHybrid CMS platforms represent a combination of traditional and headless/decoupled CMS capabilities,offering the f

104、lexibility and customization of content delivery while maintaining structured content presentation and back-end management systems.These platforms empower businesses to exercise enhanced control and flexibility over the front-end presentation layer while upholding consistent branding and a unified u

105、ser experience across diverse digital channels.In the past year,there has been a notable surge in the adoption of hybrid CMS solutions as organizations embark on a transition from traditional,monolithic platforms to composable,best-in-breed solutions.Hybrid CMS platforms serve as a crucial intermedi

106、ary step in this technological evolution,allowing organizations to ensure they possess the necessary resources and internal capabilities to implement and deliver a modular technology solution effectively.Moreover,hybrid HYBRID CMSsolutions offer valuable benefits by providing non-technical users wit

107、h a structured and component-based approach to manipulate content,simultaneously creating opportunities for the development of distinctive digital experiences and delivering content to offline channel platforms.Source:Winterberry Group Survey(2023)WHICH APPLICATIONS OR USE CASES DO YOU CURRENTLY USE

108、 YOUR HYBRID CMS FOR?(%of respondents)Storage,management and organization of content assets80%Segmentation and personalization of customer experiences55%Knowledge base such as documentation and help centers48%71%Content creation planning,workflow and collaboration50%Delivery of cross-channel and/or

109、omnichannel experiences43%Enablement and enhancement of e-commerce ad D2C offerings64%Content,brand website and social marketing50%Delivery of premium content(across TV/video,digital media,subscriptions and syndications)34%Management of e-commerce inventory14%Intranet and training tools16CMS USE CAS

110、ESThe adoption of CMS platforms has played a pivotal role in allowing organizations to efficiently create and manage substantial volumes of content,facilitating the delivery of consistent experiences across diverse channels and touchpoints.While these platforms offer an array of benefits,harnessing

111、the full potential of CMSs presents its own set of challenges and considerations.By identifying the obstacles users encounter in content creation,management and distribution-and how various CMS platforms influence these challenges-stakeholders can better equip themselves to devise effective strategi

112、es for overcoming these barriers.The challenges organizations encounter with their CMS tools often vary depending on the type of platform they employ.Across all CMS platforms,integrations emerge as a primary hurdle,with 45%of organizations citing the integration of existing technology stacks and pla

113、tforms as one of their top three challenges.This is closely followed by concerns about the availability of integrations and partnerships.However,beyond these common issues,the unique intricacies of each platform reveal their own distinct challenges.Traditional CHALLENGES AND CONSIDERATIONS OF CMS PL

114、ATFORMSWith our CMS implementation,we faced many challenges.Learning the system,understanding workflows and figuring out how we wanted things architectured were all a challenge beyond the standard onboarding barriers.COO/CTP,CPG BrandCMS platforms,for instance,tend to lag behind other tools in their

115、 ability to deliver omnichannel customer experiences.Open-source CMSs are challenged in particular when it comes to scaling their offerings.Furthermore,while integration remains a top barrier for all organizations,this challenge becomes especially pronounced for those utilizing a DXP,as they grapple

116、 with the complexities of integrating it with existing tools within their technology stack.For organizations in the process of selecting a CMS platform,it is cru-cial to comprehensively understand the challenges associated with each option and develop a well-defined plan for successfully over-coming

117、 these obstacles during the CMS implementation process.Note:Color coding represents%of respondents who have identified the corresponding challenge as a top 3 challenge;green colors indicate it was less of a challenge,whereas orange-red colors indicate it was a top 3 challengesTOP CHALLENGES OF CMS P

118、LATFORMS BY TYPE Delivery of omnichannel customer experiencesIntegrating across existing tech stack&platformsAbility to scaleContent siloesLack of available integrations&partnershipsLack of customizationWorkflowApprovalsAddition&integration of new endpointsTraditional,Legacy orCoupled CMSOpen-Source

119、CMSPart of A DigitalExperiencePlatformHeadless CMSDecoupled CMSHybrid CMSHighly ChallengingLess ChallengingSource:Winterberry Group Survey(2023)17TOTAL COST OF CMS OWNERSHIPTOTAL COST OF CMS OWNERSHIPSelecting a CMS is often a nuanced process,contingent on an organizations specific use cases and bus

120、iness challenges.It involves asking critical questions:Does the organization prioritize cross-channel adaptability?Is a structured content development approach necessary?Does the organization possess the requisite talent and resources for effective platform maintenance?Beyond these inquiries,underst

121、anding the cost of ownership associated with different CMS platforms is paramount.The continually evolving technology landscape,market dynamics and user experience trends have significantly influenced the nature of CMS platforms and their associated costs.As CMSs have grown increasingly sophisticate

122、d,the expenses tied to maintaining these platforms have similarly expanded.The cost landscape of CMS platforms exhibits notable variations depending on the type of CMS an organization adopts.While several cost considerations remain consistent across all CMS platformsencompassing aspects like develop

123、ment,maintenance and implementationothers assume a more prominent role dependent on the chosen platform.For traditional CMS users,development costs tend to be notably higher in comparison to other platforms.In contrast,open-source and headless CMS users encounter heightened costs related to data sec

124、urity and compliance due to the imperative of safeguarding privacy.Across the board,organizations identify data security and compliance(35%),development(16%)and maintenance(13%)as the primary cost drivers associated with their chosen CMS.Traditional,Legacy or Coupled CMSOpen-Source CMSPart of A Digi

125、talExperiencePlatformHeadless CMSDecoupled CMSHybrid CMSEducation/Knowledge SharingPlatformAgency SupportHostingStakeholder AlignmentData and Security ComplianceImplementationTrainingDevelopmentMaintenanceTOP THREE MOST SIGNIFICANT CMS COSTS BY PLATFORM TYPESource:Winterberry Group Survey(2023)Note:

126、Darker red boxes correspond to higher cost driver as identified by greater%of respondents18Furthermore,the size and complexity of content within an organization serves as a pivotal factor in comprehending the primary cost drivers of CMS platforms,reflecting the scale and needs of each business.Small

127、er organizations,those with annual revenues of less than$100 million,commonly attribute equal significance to maintenance and data/security compliance as cost drivers.Conversely,as the size of organizations increases,CMS expenses become more diversified.For instance,nearly a quarter of organizations

128、 with annual revenues exceeding$2.5 billion identify data security as their primary cost driver.Meanwhile,other factorsincluding maintenance,platform costs,education and trainingare relatively evenly distributed within these larger organizations.While some CMS costs remain consistent over the platfo

129、rms lifecycle,others fluctuate depending on the life stage of the CMS.In the initial 6 months of selecting and implementing a CMS,organizations evenly allocate costs to implementation,maintenance and support,hosting,and internal educational and knowledge-sharing efforts.However,as time progresses,th

130、ese cost distributions undergo changes.In the first year,25%of organizations identify data and security compliance as a significant cost consideration,followed closely by resource costs for development and customization work(22%).As CMS usage extends,costs tend to diversify further,with various cost

131、 driverssuch as data and security compliance,maintenance and support,as well as resource expenses for development,customization and marketingcontributing between 11%and 19%of the overall CMS costs.TOTAL COST OF CMS OWNERSHIPLess than six months (3 yrs.)ImplementationData and security complianceEduca

132、tion/knowledge sharing HostingMaintenance and support Resource costs for development/customizationResource costs for marketingUpgrade costs TrainingPRIMARY CMS TOOL COST DRIVERS RELATIVE TO LENGTH OF USEWhen assessing how costs evolve over time across various types of CMS platforms,distinct trends c

133、ome to light:In the case of traditional CMS,the initial year sees an even distribution between data and security compliance and maintenance/support costs.However,as time progresses,these expenses become more evenly distributed.By the third year,expenditures are fairly balanced among data and securit

134、y(30%),implementation(20%)and hosting(20%),while other cost factors like resource allocation,maintenance and upgrades become less pronounced.Similarly,organizations utilizing open-source CMS tools encounter a comparable cost distribution,with data and security compliance(30%)taking precedence,follow

135、ed closely by hosting(22%)and resource allocation(22%).These costs tend to remain relatively stable over time,although open-source CMS users note that training and resource expenses become more significant as they adapt to evolving source code and knowledge maintenance.For headless and decoupled CMS

136、s,the initial year exhibits a fairly even allocation of costs across implementation,data and security,hosting,maintenance and resources.As time advances,the cost drivers for these CMS tools concentrate slightly more on resources for development/customization work(25%),maintenance and support(20%),an

137、d data and security compliance(20%)aligning with common trends observed across all CMS types.While certain costs will remain relatively stable throughout the CMS lifecycle,it is crucial to grasp the specific cost drivers inherent to each CMS tool and how they are prone to change over time.Organizati

138、ons should carefully evaluate both the technical infrastructure demands and the resource prerequisites of their business when choosing a CMS,as these factors can exert a substantial influence on the associated costs.Note:Color coding represents%of respondents who have identified the corresponding co

139、st driver as a top 3 driver;green colors indicate it was less of a cost consideration,whereas orange-red colors indicate it was a primary cost factorSource:Winterberry Group Survey(2023)19THE OUTLOOK FOR THE CMS MARKETTHE OUTLOOK FOR THE CMS MARKETThe future for the CMS market is promising,character

140、ized by substantial growth and transformation in the years ahead.This transformation will be propelled by a convergence of technological advancements,the ever-evolving omnichannel experiences consumers expect and shifting business priorities.CMS platforms have already cemented their status as crucia

141、l tools for organizations seeking to efficiently create,manage and optimize extensive volumes of content across an array of digital and offline touchpoints.As the digital landscape continues its rapid evolution,CMS platforms are poised to evolve in concert.Across the spectrum,organizations are signa

142、ling their intent to continue investing in these tools,with a noteworthy 70%of them preparing to increase their CMS budgets.This strategic move aligns with the ongoing transformation of their digital experiences.We expect the CMS markets trajectory will be influenced by a range of pivotal factors:Or

143、ganizations are constantly generating content and disseminating it across a diverse array of digital channels from web and display to mobile,social media and beyond.As customers traverse these digital channels in their interactions with businesses,CMS platforms must evolve to ensure consistent conte

144、nt delivery and user experiences.The ability to offer robust omnichannel content capabilities will be will be paramount as this will enable will empower businesses to effectively manage and distribute content across a multitude of channels while upholding brand consistency and user satisfaction.The

145、proliferation of digital channels and the escalating demand for personalized content have generated an intensified requirement for content creation within organizations.As AI solutions progressively permeate the market,they are anticipated to significantly heighten the volume of generated content.Th

146、is surge in content generation will in turn require a more rigorous approach to content management.Consequently,organizations are actively seeking CMS platforms equipped with AI functionalities.This is particularly significant in the context of streamlining content creation,curation and distribution

147、,as well as enhancing the quality and selection of content presented to users.Notably,nearly half of businesses identify AI and machine learning capabilities for task automation and recommendations as a decisive factor when evaluating CMS platforms supporting functionalities.DATA-DRIVEN INSIGHTS FOR

148、 PERSONALIZATIONIn their pursuit of scaling personalization,organizations are increasingly reliant on CMS platforms that provide or seamlessly integrate with analytics tools.These tools serve as the linchpin for testing targeting strategies,gleaning valuable insights and reporting on the outcomes.Mo

149、reover,the integration of AI for the analysis of user behavior and preferences,alongside the incorporation of these insights within CMS tools,equips marketers with the capability to deliver tailored content.This,in turn,elevates the overall user experience,fostering deeper engagement and satisfactio

150、n.OMNICHANNEL CONTENT DELIVERYAI-POWERED CONTENT CREATION AND CURATIONMOST SIGNIFICANT SUPPORTING FUNCTIONALITIES WHEN EVALUATING CMS SOLUTIONSSource:Winterberry Group Survey(2023)(%of respondents)Analytics and ReportingAI/ML for TaskAutomation&Recommenda-tionsOut-of-the-BoxIntegrationsSecurityPerso

151、nalizationCapabilitiesMultisite andMultilanguageManagementMetadata Management18%16%12%18%15%13%8%37%38%41%41%44%45%55%Top Functionality Top 3 Functionality20SECURITY AND DATA PRIVACYAs we look ahead,it is paramount for CMS users to give the utmost attention to data privacy in compliance with evolvin

152、g regulatory standards across the US and EU.Ensuring robust data security measures is essential to guarantee the successful delivery of data-compliant digital experiences.SCALABILITYMeeting the burgeoning demands for content will be a critical concern.Users should prioritize selecting a CMS that can

153、 accommodate the surging volume of content being managed based on organizational demand.This will enable seamless user experiences,even during periods of high content load and increased traffic.VENDOR LOCK-INWhen making decisions about CMS platforms,careful consideration of the organizations diverse

154、 needs is imperative.Key decision-makers and influencers must assess the ease of migration and flexibility to avoid potential vendor lock-in scenarios,ensuring the chosen CMS aligns with long-term goals and adaptability.While many opportunities will drive the advancement of CMS platforms,it is also

155、important to be mindful of considerations that could impact how users engage with these tools:CMS is critical from a content management perspective and targeting the highest value customer.You want to be able to make content once and reuse it.Digital presence is becoming more important in the applic

156、ation ecosystem.Once the digital component came into play,we had a way to tie communication strategy with digital strategy.These platforms are delivering on this promise of tying digital channels together with the traditional channels to create a seamless customer experience.Director of Enterprise A

157、rchitecture,Regional BankTHE OUTLOOK FOR THE CMS MARKET21KEY CONSIDERATIONS FOR CMS SELECTION Does the organization prioritize flexibility or a structured approach to content design and manipulation?Are there adequate technical resources in-house,or will the tool be utilized by non-technical practit

158、ioners?Which channels will the organization primarily utilize to activate its content?In addition to understanding the use cases a CMS will address,organizations consider a myriad of factors when evaluating a CMS provider.At the forefront of these considerations is the level of services and customiz

159、ation offered,followed closely by pricing and deployment.KEY CONSIDERATIONS FOR CMS SELECTIONThe choice of a CMS platform is highly contingent on an organizations specific needs and the primary use cases it aims to address:TOP THREE CONSIDERATIONS WHEN EVALUATING A CMS PROVIDERSource:Winterberry Gro

160、up Survey(2023)(%of respondents)Services and customization capabilities52%Deployment speed29%A/B testing21%38%Pricing27%Email service provider21%Localization29%Existing customer base and customer references24%Industry expertise18%Pre-sales support16%Multisite14%Geographic coverage12%Innovation recor

161、dMOST SIGNIFICANT INTEGRATIONS WHEN EVALUATING CMS TOOLSource:Winterberry Group Survey(2023)(%of respondents)Digital Asset Management(DAM)36%Product Information Management System(PIM)30%Customer Data Platform(CDP)29%Enterprise Resource Planning(ERP)25%Marketing Automation Platform23%Journey Orchestr

162、ation and Decisioning Platforms18%Commerce Platform16%Email Service Provider16%Through Channel Management14%Loyalty Platform14%Dynamic/Creative Content Optimization10%Social Media Activation10%Demand-Side Platform(DSP)/Supply-Side Platform(SSP)8%Customer Relationship Management(CRM)8%22KEY CONSIDERA

163、TIONS FOR CMS SELECTIONWhen you want to be differentiated in the digital space you cannot sit on packaged Digital Experience Platformsit doesnt mean you eliminate them,but you start moving towards new solutions and leverage the platforms that make sense.If digital is a primary channel,you cannot rel

164、y solely on monolithic platforms.SVP,Global Athletic CompanyThe integration capability of CMS platforms with other systems plays a pivotal role in the decision-making process.These platforms serve as integral components of an organizations overarching marketing technology stack.Ensuring that CMSs ca

165、n integrate with other solutions within the tech stack empowers organizations to adopt a comprehensive approach to their omnichannel digital strategies.The most highly valued CMS integrations among organizations are Digital Asset Management(DAM)and Product Information Management(PIM)Systems,accounti

166、ng for 36%and 30%of organizations,respectively.This underscores broader trends in digital commerce,where organizations grapple with the management of an ever-expanding volume of product images,information and digital content linked to their commerce objectives.23When selecting a CMS platform,it is i

167、mportant to identify the key organizational stakeholders and influencers to ensure the successful implementation and adoption of the platform.These individuals hold pivotal roles in orchestrating and executing digital experiences,whether through back-end systems integrations or front-end strategic p

168、lanning,and they significantly impact the identification,selection and implementation of technology in support of these endeavors.Among the top decision-makers identified by organizations,regardless of size or functional group,are Chief Technology/IT Officers(74%),Chief Digital/Experience Officers(5

169、8%)and Chief Marketing Officers(57%).These groups play crucial roles in shaping digital experiences and hold substantial influence in the choice and deployment of technology solutions.ORGANIZATIONAL DECISION MAKERSCEOs understand the deep,broad ramifications of negative customer feedbackbut the powe

170、r dynamic has shifted back to the marketer.Head of Global Partnership Program,Global Experience Software ProviderThe role of decision-makers may evolve with the size and complexity of an organization.As companies expand,either in terms of revenue or content complexity,it becomes more common for Chie

171、f Technology/IT Officers to take on a prominent role in CMS platform selection.Conversely,in smaller organizations,decision-making can be more dispersed across functional groups,reflecting the multifaceted nature of decision-making processes.KEY CONSIDERATIONS FOR CMS SELECTION24TOP DECISION MAKERS

172、BY ORGANIZATIONAL SIZE$50 million to less than$100 million$100 million to less than$500 million$500 million to less than$1 billion$1 billion to$2.5 billionMore than$2.5 billionCEO/Managing DirectorChief Operating OfficerChief Marketing OfficerChief Financial OfficerChief Technology/IT OfficerChief D

173、igital/Experience OfficerDigital Experience LeaderDirector of Content/CreativeMarketing DirectorIT DirectorNot InvolvedHighly InvolvedIn larger organizations,Chief Technology Officers(CTOs)often oversee the broader,complex technology infrastructure.Their deep understanding of technical requirements

174、and integration needs makes them essential contributors to the CMS platform selection process.CTOs can provide valuable insights into how a new platform aligns with the existing technology ecosystem,offer feedback on compatibility and outline the necessary resources for a successful implementation.B

175、eyond the CTO,non-technical stakeholders within marketing,digital transformation and customer experience groups are also important influencers/decision makers of CMS platforms.These functional leaders are responsible for executing digital experiences,design and maintaining alignment with marketing s

176、trategies.Chief Digital/Experience Officers and Chief Marketing Officers,for instance,bring valuable perspectives to CMS platform selection,particularly concerning multimedia content and omnichannel strategies.When assessing an organizations structure,technical complexity and decision-making authori

177、ty,it becomes evident that CMS adoption and usage may fall under the purview of technical,IT-oriented groups,non-technical marketing and digital experience-focused teams or a combination of both.Involving these stakeholders early and considering their insights is crucial to making an informed and ef

178、fective CMS platform selection.As organizations embark on the journey of selecting a CMS,it is crucial to navigate through the multitude of factors that can significantly impact the choice of the right CMS platform.This selection process closely mirrors the organizations needs and goals,with each el

179、ement reflecting a vital aspect.By carefully evaluating these considerations,businesses can lay the foundation for a successful CMS implementation that aligns with their specific use cases and requirements.Note:Color coding represents%of respondents who have identified the role as a top 3 decision-m

180、aker within their organizations;green colors indicate role is highly involved in CMS decision-making,whereas orange-red colors indicate role is less involvedKEY CONSIDERATIONS FOR CMS SELECTIONSource:Winterberry Group Survey(2023)25CMS Selection Considerations:BUDGET ALLOCATION:WHAT IS THE ALLOCATED

181、 BUDGET FOR ACQUIRING,IMPLEMENTING AND MAINTAINING A CMS PLATFORM?One of the cornerstone considerations in selecting a CMS revolves around budget allocation.Organizations need to determine the financial resources available for acquiring,implementing and maintaining a CMS platform.Understanding the b

182、udget limitations helps in narrowing down choices and ensuring that the selected CMS aligns with the organizations financial obligations.CONTENT DIVERSITY AND VOLUME:WHAT TYPES OF CONTENT DOES THE ORGANIZATION PRIMARILY DEAL WITH,AND WHAT ARE THE CONTENT VOLUME AND COMPLEXITY(E.G.,MEDIA TYPES)REQUIR

183、ED?The nature of content an organization deals with plays a pivotal role in CMS selection.Questions arise regarding the types of content,their volume and complexity,including various media types.A detailed assessment of content needs ensures that the chosen CMS can efficiently manage and deliver the

184、 diverse content demanded by todays digital landscape.TALENT AND USER EXPERTISE:DOES THE ORGANIZATION HAVE IN-HOUSE TECHNICAL EXPERTISE FOR CMS MANAGEMENT,OR IS THERE A NEED FOR USER-FRIENDLY INTERFACES THAT NON-TECHNICAL STAFF CAN OPERATE?The level of technical expertise within the organization is

185、another critical factor.Some organizations possess in-house technical prowess for CMS management,while others rely on user-friendly interfaces that allow non-technical staff to operate the system effectively.Recognizing the existing skill set within the organization is paramount in selecting a CMS t

186、hat aligns with user capabilities and requirements.INTEGRATION CAPABILITIES:WHAT EXISTING SYSTEMS,DATA AND ADDITIONAL TECHNOLOGY INFRASTRUCTURE MUST THE CMS SEAMLESSLY INTEGRATE WITH TO SUPPORT CROSS-FUNCTIONAL OPERATIONS,DATA SHARING AND USE?CMS platforms do not operate in isolation;they are part o

187、f a broader technological ecosystem.Therefore,it is essential to evaluate what existing systems,data repositories and additional technology infrastructure the CMS must seamlessly integrate with.This consideration is fundamental for supporting cross-functional operations,data sharing and leveraging e

188、xisting technology investments effectively.STRUCTURED WORKFLOWS AND TEMPLATES:ARE THERE SPECIFIC USER GROUPS OR ROLES WITHIN THE ORGANIZATION THAT REQUIRE STRUCTURED WORKFLOWS AND CONTENT MANAGEMENT,AND IF SO,WHAT LEVEL OF STRUCTURE IS NECESSARY TO MEET THEIR NEEDS?Within an organization,different u

189、ser groups or roles may require structured workflows and content management capabilities.This raises questions about the extent of structure needed to meet the specific needs of these groups.Determining the level of structure necessary helps in selecting a CMS that can accommodate and enhance variou

190、s workflows and content management processes.These CMS selection considerations offer organizations a framework to make informed decisions.By exploring these critical topics,organizations can strategically select a CMS platform that not only aligns with their budget and content requirements,but also

191、 takes into account existing talent,seamlessly integrates with their technology stack and establishes a structure to support user requirements.These considerations serve as the cornerstone of a thoughtful CMS selection process.KEY CONSIDERATIONS FOR CMS SELECTION26GLOSSARYAPPLICATION PROGRAMMING INT

192、ERFACE(API)A set of rules and protocols that allows different software applications to communicate with each other by defining the rules and methods for how they can exchange data.ARTIFICIAL INTELLIGENCE(AI)The simulation of human intelligence processes by machines,especially computer systems.The ul

193、timate objective of AI is to emulate human behavior through processing information(leveraging techniques such as ML,making ML a subset of AI)and acting upon this information.BACK-ENDThe administrative control panel of the CMS where administrators can manage and organize content.It is not visible to

194、the public and is used to create,edit and organize content in addition to configuring settings and updating/maintaining websites.CONTENT MANAGEMENT SYSTEM(CMS)An application designed to manage the creation,storage and distribution of digital contentspanning text,images,video and other multimedia ele

195、mentsacross digital channels,such as websites,mobile apps and other online channel.CMS platforms enable users to take a simplified approach to cre-ating,editing and managing digital content across their desired customer touchpoints.COMMERCE PLATFORMComprehensive digital system that enables businesse

196、s to sell their products and services online,manage e-commerce operations and provide a seamless experience for customers.DECISIONING The process of leveraging data and algorithms to make data-driven,real-time decisions to best personalize marketing messaging,ensuring relevance for customers DECOUPL

197、ED CMSSolutions where content management functionalities(including centralized storage and content creation)are separated from the presentation layer,allowing support of multiple front-end interfaces and platforms.DIRECT-TO-CONSUMER(D2C)Business model in which companies sell their products and servi

198、ces directly to the consumer,bypassing intermediaries like retailers/wholesalers.DIGITAL ASSET MANAGEMENT(DAM)A centralized platform that allows organizations to store,organize,retrieve and manage digital assets for efficient content storage and distribution.DIGITAL EXPERIENCE PLATFORM(DXP)Integrate

199、d platform(s)that encompass a spectrum of solutions,including data,intelligence and activation capabilities;these platforms maintain a comprehensive focus on content,analytics,orchestration/decisioning,activation and commerce use cases,with content capabilities representing just one facet of their e

200、xpansive suite of offerings.E-COMMERCEBuying and selling of products and services over the internet via digital transactions and payments.FRONT-ENDThe user-facing or public component of a website.Its features include its design,layout and presentation of content that is visible to viewers when visit

201、ing the site.The front-end displays what is managed by the back-end.HEADLESS CMSAPI-based platforms where content and presentation layers operate independently;this separation allows for the creation of component-based digital experiences that are compatible across various systems.Content is managed

202、 and delivered via APIs,offering flexibility and adaptability.HYBRID CMSSolutions where the back-end and front-end systems are functionally separated,while still maintaining a degree of integration;the back-end focuses on traditional CMS capabilities,such as content creation,editing,organization and

203、 management,while the front-end enables marketers/developers to focus on personalization and the customer experience;hybrid architectures leverage both traditional and headless capabilities through their structured content delivery and API-based content distribution architectures.INTRANET A private

204、network within an organization,typically for internal use,to securely exchange information,collaborate and communicate among employees.An intranet leverages internet technologies to function.MARKETING AUTOMATION PLATFORMSoftware solution that automates marketing tasks and workflows such as lead nurt

205、uring,email marketing,customer segmentation and campaign tracking.M-COMMERCEMobile commerce in which the buying and selling of products and services is executed via mobile devices,allowing digital transactions to take place anywhere and at any time.OMNICHANNEL PERSONALIZATION Creating a consistent a

206、nd seamless customer experience across all interaction channels based on individual preferences and behavior.OPEN-SOURCE CMSFree-to-use or freemium models,often employed for crafting tailored solutions using extensions and plugins;open-source CMS platforms provide access to their source code for pub

207、lic viewing,modification and distribution,relying on active developer communities for ongoing enhancements.PRODUCT INFORMATION MANAGEMENT SYSTEMS(PIM)A centralized system that facilitates organizations to collect,manage and distribute product-related data across various channels to uphold consistenc

208、y and accuracy in product information.SOCIAL COMMERCESocial commerce integrates social media and e-commerce by providing the ability to buy or sell products or services via social platforms.STATIC WEBPAGEAn unchanging webpage that displays the same type of content,regardless of the type of visitor.I

209、t does not provide dynamic or interactive elements in its design.TRADITIONAL CMSA comprehensive,integrated system designed for collecting,managing,delivering and optimizing content that employs pre-existing themes and templates to create digital experiences across various channels throughout the cus

210、tomer journey.GLOSSARY 27METHODOLOGYMETHODOLOGYThe insights in this report were validated by extensive industry research,including a survey conducted in July 2023 of 154 experienced US-based decision makers and influencers of CMS tools,with both technical and non-technical backgrounds,appertaining t

211、o a broad array of industries,business sizes and organizational functions.We are indebted to the diverse set of industry experts who provided their opinions in interviews conducted between June and August 2023.Which of the Following Best Describes the Industry for Which You Work?Which of the Followi

212、ng Best Describes Your Current Role and Business Title?Approximately,What Is the Annual Revenue for the Company for Which You Work?TECHNOLOGY AND TELECOMMUNICATIONS 18.83%RETAIL/CPG 16.88%MANUFACTURING 14.94%BANKING/FINANCIAL SERVICE 11.69%HEALTHCARE/MEDICAL/PHARMACEUTICALS 9.09%CONSUMER GOODS&SERVI

213、CES 5.84%FOOD/BEVERAGE/RESTAURANTS 3.90%TRANSPORTATION 3.25%BUSINESS SERVICES 3.25%MEDIA&ENTERTAINMENT 2.60%ENERGY&UTILITIES 2.60%EDUCATION 1.95%CONSTRUCTION/CONTRACTING 1.95%REAL ESTATE 1.30%HOME IMPROVEMENT/DCOR 0.65%HARDWARE 0.65%GOVERNMENT 0.65%OF RESPONDENTSINDUSTRYDIRECTOR,42.21%C-LEVEL EXECUT

214、IVE,15.58%VP/ASSISTANT VP,15.58%EVP/SVP,11.04%CHIEF MARKETING OFFICER,9.09%CTO,3.90%HEAD OF DIGITALSTRATEGY,1.95%PRESIDENT,0.65%$100 MILLION TO LESS THAN$500 MILLION,46.75%$50 MILLION TO LESS THAN$100 MILLION,1.30%$1 BILLION TO$2.5 BILLION,9.09%MORE THAN$2.5 BILLION,16.88%$500 MILLION TO LESS THAN$1

215、 BILLION,25.97%Which of the Following Best Describes Your Department or Current Functional Role Where You Work?INFORMATION TECHNOLOGY(IT),37.01%TECHNICAL BUYERSMARKETING/ADVERTISING,52.60%SALES/BUSINESS DEVELOPMENT,6.49%DIGITAL2.60%PRODUCT,1.30%NON-TECHNICAL BUYERSWinterberry Group is a strategic co

216、nsultancy specializing in the intersecting disciplinesof advertising,marketing,data,technology and commerce.We collaborate with stakeholdersacross the advertising and marketing ecosystemservice providers,technologydevelopers,media companies,brands and investor groupsto identify and activategrowth op

217、portunities that drive the creation of real and lasting value.We bring decades of experience and deep industry,operational and M&A expertisethat bridges strategic development and tactical executiondriving unprecedentedspeed-to-action.And through our highly collaborative approach,we enable knowledget

218、ransfer and actionability,giving our clients a competitive edge and powering growth inperformance,team engagement and shareholder value.Growth StrategyCorporate strategy that drives growth is at the heart of what we do.We work with clients to identify core competencies,evaluate strategic alternative

219、s and build comprehensive,actionable growth plans.Collaborative Activation We guide brands and marketing practices through business process planning efforts aimed at helping them achieve lasting competitive advantage.Mergers&Acquisitions We leverage our industry knowledge to help financial investors

220、 make sound,value-driven investment decisions.Market Intelligence We maintain an active research and publishing practice that gives our consultants direct access to insights from senior industry executives and complements our client engagements.ABOUT WINTERBERRY GROUPWINTERBERRY GROUP SERVICESCONTACT USMichael HarrisonManaging PCharles PingManaging Director,EMEAStephanie LoutsenkoSenior Engagement M 61 Broadway,Suite 1030 New York,NY 1000628ABOUT WINTERBERRY GROUP