WCM products will also increasingly work in conjunction with other business software, in order to give organizations a more sophisticated understanding of what users are seeking, Bell said. Over time, such systems will be able to better personalize the content that is delivered and measure the success rate that this personalization has had.
Organizations will "understand why they are targeting content, and, as users, we will be able to turn on or off this context to either deflect or attract the right kind of content," Bell said.
In a survey of 1,000 of its business partners, IBM found that 45 percent are experimenting with social media to investigate ways it can be used to generate new revenue streams. The company recently unveiled a set of tools and consulting services to help organizations get more Web 2.0 savvy.