Fragmented Web Strategies Leave Organizations Exposed, Warns Info-Tech
Info-Tech Research Group warns that fragmented web strategies and inconsistent governance leave organizations vulnerable to rising digital expectations. New research offers a five-phase framework for web experience management.
Organizations are increasingly investing in digital presence, but many still rely on decentralized content models, inconsistent governance, and legacy platforms, according to Info-Tech Research Group. New findings indicate that without a structured approach to web experience management (WEM), web initiatives frequently fail to align with business goals and user needs.
"Web experience management has moved beyond basic websites to become a core driver of growth and engagement," said Hriday Gulrajani, senior research analyst at Info-Tech Research Group. He emphasized that IT leaders need to align marketing, data, and technology teams under clear governance and a structured roadmap to deliver consistent, scalable digital experiences.
Info-Tech's research highlights persistent challenges, including content decisions made in silos leading to inconsistent messaging, lack of integration between core systems like CMS, CRM, and analytics, and unclear ownership responsibilities. Outdated platforms also limit personalization, automation, and multichannel delivery capabilities.
To address these issues, Info-Tech has developed a structured five-phase methodology presented in its blueprint, "Develop Your Web Experience Management Strategy." This framework aims to help IT leaders assess current capabilities, define priority audiences and journeys, and build a practical roadmap for evolving the web ecosystem in alignment with organizational objectives.