Corporate web portals serve as a single interface to work with varied content and different applications. Both employees and outside entities - suppliers, customers and the government can use the corporate portal to get information, contribute to content, and communicate with the company.
A smart Web Experience Management (WEM) and Digital Marketing provides a faster and easier way to reach out to the audience and present contextual content tailored to specific needs by new and farther reaching channels. To make a global impact, marketers now stretch their marketing dollar to cover a plethora of value-added marketing tasks. And the results need to be timely, cost-effective, consistent and relevant
Organizations scout foran integrated website management platform which counts for Brand consistency, Dynamic content, Interactivity,User generated content and Rights management..Enterprises are overwhelmingly planning to continue investing in WEM, with a clear emphasis on using it in conjunction with other technologies to support web or multichannel business and compliance initiatives. Understandably, a broader group of stakeholders — including those from marketing, governance and eCommerce groups — are influencing WEM strategy decisions. Major areas of investment for WEM include support for mobile Web experiences, social functionality content targeting, eGovernance and compliance regulations.
The fundamental rules of customer engagement have changed. The challenge for digital marketers is to find ways to use their Digital tools to engage effectively with the customers across channels in a seamless, truly conversational manner.
Customer Experience Management – the key WEM differentiator
Web portals that can accommodate different kinds of content, and can be accessed from anywhere with an Internet connection, have emerged as a key element of managing online enterprise content. The interface should provide tremendous flexibility and should enable the user edit content directly within the context of the website, through all major browsers and in preferred languages to maintain holistic customer experience.
Relevance has a Shelf life
Relevance is of paramount importance for engagement. In a fast changing industry scenario, lack of relevance means loss of attention and in short – business. Timing is essential to effectiveness. Temporal relevance is the term we can apply to the fact that relevance has a shelf life. Contextually correct information is most sought after and it is very essential to make it business relevant. The engagement platform should automate much of the process with defined customer interaction scenarios and kick start the conversation with relevant responses.
Personalization to the next level
Personalization is a critical function of all digital marketing solutions. It starts with data – information that you are probably already collecting in some way about your business and process requirements. The data includes business interest, keywords used, preferences, behaviors, needs, wants, patterns of usage, and more. Technology that can sense and adapt to visitor’s behavior can help personalize the experience and deepen the engagement levels.
Engagement Value is important
By tracking engagement value, you would tend to know what is working and what is not. It goes beyond purely quantitative methods to ensure two-way conversations and customer engagement levels. From a volume perspective, open rate, clicks and traffic to the site are good indicators, but on site interactions and a definite forward step of engagement can enhance the engagement value for the business.
Cross Channel engagement process
The trick to adapting to today’s engagement process is to put action plans and techniques into place that let you understand and embrace the interplay between all your channels and touch points – from your website to social media, from email to mobile. The need is to create a seamless experience across these channels and touch points to enable all relevant audience, globally, to get appropriate insights from all the channels.
In the age of the empowered customer, it’s clear that the nature of Web Experience Management is changing in fundamental ways for all industries. Traditional digital marketing is fast losing its effectiveness. Today, online visitor engagement is mandatory. Delivering relevant, valuable interactions that earn prospects’ and customers’ interest and trust is the new way to build an industry reputation.