Alterian’s Content Manager exhibits strong
growth in Web Content Management market
LONDON – 02 November 2009 – Today, Alterian reported that it is
forging ahead and exhibiting strong growth in the Web Content
Management market, having added 125 new Alterian Content Manager
customers since acquiring Mediasurface plc in July 2008.
Alterian Content Manager is the Content Management System
(CMS) behind more than 500 customers worldwide, including WWE,
AstraZeneca, Thomson Reuters, Lending Tree and Avis.
This growth is further evidence that the
requirement to create an engaging web experience is driving
investment in powerful tools like Alterian Content Manager from
organizations across a wide range of vertical markets and
geographies. Alterian’s vision is to deliver a practical and
cost effective integrated platform which enables organizations to
improve engagement with their customers across any communication
channel, inbound or outbound, based on strategies created using
Alterian’s powerful analytics tools. In many cases, the web
is seen as the most important engagement channel, and organizations
must move beyond traditional ‘brochure-ware’ sites to dynamic,
relevant, engaging web properties.
Alterian Content Manager enables this through
its ability to bring the discipline and insight of in-depth
marketing analytics and, more recently, social media monitoring to
an organisation’s content management strategy, as well as broaden
the user base which can contribute content through its acclaimed
ease of use, and deliver dynamic content in real time.
This combination gives a content author the
context and an insight into who they are writing the content for,
what other people are saying, the value to the audience of the
content they are preparing and, once published, a clear direction
on the reaction of the audience and how to optimise it.
David Eldridge, CEO of Alterian comments:
“Traditional marketing as we know it is dead. The days of generic
brochure-ware websites, mass marketing, untargeted mailings and
email blasts are numbered. Marketers now need to appeal to the
individual and engage with customers on a one-to-one basis.
Engaging with customers in a two-way dialogue, connecting online
and offline channels within an analytics framework, and fully
measuring the value of each individual customer is the way of the
future. With the web being, in many industries, a critical
engagement channel, we are delighted to be continuing our momentum
in the web content management space following our acquisition of
Mediasurface last year, and increasing our investment in Alterian
Content Manager.”
Dominic Mills, Managing Director of Auros, one
of Alterian’s leading Web Content Management partners in the UK,
and recent regional winners in the Deloitte Technology Fast 50
said, “Alterian Content Manager gives Auros a flexible, powerful
platform that helps us meet the needs of our clients and ensure
that they are getting the most from their marketing
investment. Alterian is a solution that helps us keep our
clients at the heart of the customer engagement process, in which
Web Content Management is a critical element. Alterian’s
unique approach to the customer engagement process and the
technology platform and products that support it are what really
sets it apart from the competition and allow us to deliver first
rate solutions for our clients.”
Over the past year, Alterian has continued its
investment in Web Content Management by combining the separate
Mediasurface Morello and Immediacy Web Content Management
development expertise, experience and knowledge centres into one
Research and Development centre under the Alterian Content Manager
brand. Alterian has maintained and further developed the products
as its Corporate Edition (Immediacy) and Enterprise Edition
(Morello) and has released two significant releases of each of
these products over the past year, keeping pace with platform
technology innovations and introducing over 150 product
enhancements.
New capabilities brought to the market through
Alterian’s investment include Page Studio for Enterprise Edition,
IE8 support for both the Corporate and Enterprise Editions, product
localisation for the Corporate Edition, and management of content
translations in Enterprise Edition. Alterian has also completed the
first stage of integration to the rest of the platform, adding
email as a content delivery channel, by enabling web pages and
assets to be used as the content for email marketing
campaigns. This gives Alterian’s customers a consistency of
voice across multiple channels, maintains creative governance and
enables sharing and re-use of expensive digital assets.
A customer seeing positive results from
Alterian’s Web Content Management software is the Foreign and
Commonwealth Office (FCO). Paul Bute, Head of Digital
Diplomacy, at the FCO said, “We use Alterian’s Content Manager
Enterprise Edition to power 255 of our websites in 40 languages.
These websites provide essential advice and guidance for British
Citizens travelling and living abroad. They also offer real-time
content to audiences around the world about global issues such as
climate change and counter-terrorism. It is vital that we can
effectively target our web users with the information they need, in
a language they understand, immediately – Alterian allows us to do
that.”
Looking ahead, Alterian is in the middle of development of the
7th major release of Alterian Content Manager, due for
release in 2010, that will fully leverage that joint experience and
significant investment Alterian is placing in maintaining its
position in this vibrant marketplace.