You may have heard about WEM. W and M stand for “web” and “management,” respectively, while E refers to “engagement” or “experience,” depending on who's talking.Many WCM (web content management) folks love the new acronym and declare WEM to be the next WCM.
Vendors are especially excited that Product X is no longer a WCM offering but a WEM suite now. But you should be forewarned that in the quest for improving presentation management, vendors are soft-pedaling many core CMS concepts that haven't really seen a lot of innovation in recent times. This, too, could impact your website visitor experience.
The services that make up the E part have been around for a long time, including analytics, multivariate testing, landing page management, CRM integration, personalization, template management, social functionality, and so on.So, we are witnessing a natural progression and not something drastically new. The big difference now is that while these features tended to come separately in the past, the trend now is to more tightly integrate them with traditional WCM services.
You don't have to look far to find examples. Clickability has a new module called Website Marketing Acceleration (WMA).It's targeted at B2B marketers, enabling them to focus more on visitor segmentation and targeting. Other vendors such as IBM, Adobe, FatWire (soon to be Oracle), Open Text, Autonomy-Interwoven, SDL, Sitecore, Alterian, EPiServer, et al., have also been promoting their so-called WEM capabilities rather than core content management functionality. Some of these companies have gone so far as to change the product names.
Continued at EContentMag.com: Will WEM Replace WCM?.