web content management systems

Time To Value: The MarTech Conundrum

Richard JonesLast Updated: Insights

Time to value is an all too familiar frustration for marketers and marketing technologists with some of the limited MarTech tools they have at their disposal.

The pressure for marketers to respond quickly to marketing demands, as well as find ways to create experiences that engage consumers and lift sales is constant. But are they are not always being best served by the standard components of their digital infrastructure. I believe that one of the most fundamental tools marketers have, their web content management system, can be the number one problem they have for time to value pressures.

Web Content Management Systems

There is a schism at the heart of what marketers want from web content management systems. On the one hand they need ways to control and lock down content that is published to the website, with features such as versioning, auditing and workflow. They also require add-ons like A/B testing and personalization to make sure consumer journeys through their site are optimized for conversion.

In essence, all of the above features are suited to envisaging about the website as a framework to support known buyer persona’s and fixed consumer journeys from hit to conversion.

However, much of the above misses out on ‘the other half’ of a marketers job. Chiefly, supporting the continual process of creating marketing destinations to support product launches, campaigns and promotions. For this, marketers need design flexibility, a rapid time to value and marketing destinations that are creative, interactive and inspiring. More often than not, these requirements are in direct conflict with how web content management systems have been architected and built.

That’s why leading companies like AT&T, HP, Reckitt Benckiser, P&G, AB InBev and many more, augment their web content management systems with Wayin.

Our platform was conceived to help marketers easily create embeddable marketing experiences, that are interactive, inspiring, and actually help consumers engage with a brand. There’s none of the restrictions, or common complaints around time to value and design flexibility that you get with web content management systems.

IBM’s marketers use Wayin to easily create engaging marketing pages for their major campaigns, events and product launches. The below is just one of the many examples of the types of pages they use Wayin to create and embed into their website.

The campaign page has an engaging design, multiple interactive elements and user-generated content to complement brand content. When you can create pages like this with ease, compared to the restrictions and time needed to create something comparable with IT and your Web CMS it is a compelling argument to use the right tool for the right job.

Personalization without guessing

Personalization strategies can be greatly enhanced with Wayin, over traditional approaches that leverage clickstream analysis to ‘guess’ what content you need to see. When you have tools like Wayin to create beautiful, interactive marketing destinations you can flip personalization to make it based on input from the consumer.

Take the below example from Etihad Airways. Etihad have a plethora of different credit cards they offer that map to all different consumer profiles. They worked with Wayin to devise an experience that allowed them to personalize what was offered based on the individual’s interaction, giving them the best credit card options based on their personal circumstances. In a digital world, personalization shouldn’t be just about ‘guessing’ what to target people with. Being able to create engaging interactive experiences that treat people as individuals is a huge quiver in a marketers bow.

The website isn’t the only marketing destination

Fundamentally, a web content management system is solely about the website. And this may have been all that mattered at the turn of the millennium, when most of the behemoths that now dominate the web content management industry were getting started and architecting their platforms, but the world has most definitely changed. Akin to dog years, one year is a long time in the tech space.

Marketers need to create marketing destinations that don’t just live on their dotcom site these days. Wayin’s ‘embeddable’ approach to marketing destinations means that marketers can create great interactive experiences that live natively in other channels like mobile apps, social channels, and even ad units. As seen in this example from Absolute Vodka that had a marketing destination live natively inside Shazam.


Or this example from Coca Cola where they launched a Wayin powered campaign in their brand mobile app in multiple Asian markets to help educate women about starting businesses.

If you like the above examples of marketing destinations beyond the website, then you will love our Social Stories release.


It’s quite simple, times have changed. Marketers need technology that allows them to easily build interactive marketing destinations on their website, as well as on other digital channels, allowing them to respond to all the ongoing demands to support product launches, events, seasonal campaigns and promotions that happen throughout the year. If you think your web content management system is all you need to be fast and flexible in the creation of marketing experiences, then think again.

As the traditional web content management industry is disrupted by the evolution of Digital Experience Platforms (DXPs) it is easy to see why Wayin has built great relationships with the leading DXP vendors in Sitecore, IBM and Adobe. DXPs are focused on helping customers build impactful, personalized experiences that go beyond web to support true omni-channel engagement, a shared vision with Wayin.


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