Trends
What will impact your Web operations next? How will you respond?
We leverage our experience, peer relationships and industry
knowledge to spot emerging trends and best practices for our
clients. Here are a few of the trends we are currently
tracking.
The rise of the Content Management Operation (CMO)
For years the content management system (CMS) reined
supreme as the holy grail of Web site management. Not so true
anymore. The rise of Web 2.0 has meant the expansion of an
organization's Web presence beyond a single domain. Managing
content now includes managing two-way dialogs with participants.
CMS software alone is not enough. The CMO is a wholistic approach
to managing content-resources, messaging, data, software and the
interactive experience.
Integration is the new buzzword
The Web industry is littered with vendors and development
firms focused on creating niche applications and systems. Little
attention has been paid by organizations to the repercussions of
installing independent systems and databases. As Web visitors
demand increasingly smarter Web applications, online processes need
to be increasingly integrated with ERP systems and off-line
procedures.
Marketing manages Web operations, but lacks
IT-speak
Not a new trend, but over the past several years marketing
has gained the upper hand in the battle for the Web. However,
marketing's creatively-driven Web strategies and need for quick
results will run into IT's need for standards and thoughtful
implementation. The outcome will be more turf battles, more
outsourcing, more independent systems...unless Web managers with
collaborative skills are leading the effort.