CMS Trends Petr Palas

WHICH OF YOU LIKE THE TERM “WEB ENGAGEMENT MANAGEMENT”?

WHICH OF YOU THINK IT’S JUST ANOTHER BUZZWORD?

Traditional Approach

Managing Customer Communication Across Channels

The Evolution of Marketing "In this reinvention of marketing, it is the fast, the unique, the innovative and creative, the socially connected and, most importantly, those who engage their audience that will win.“ Denise Shiffman

Evolution, Not Revolution of WCM WEM leverages many existing WCM-related technologies that have been here for many years. But it combines them in the way that enables on-line marketers to communicate with clients more efficiently and achieve better results.

Traditional vs. WEM Traditional:WEM: We are …Who is this visitor and is she looking for? We sell XYZ Which product is the best fit for this visitor? # of visitors# of conversions Talking at customersTalking with customers

5 Pillars of WEM According to Brice Dunwoodie/CMS Wire Content Optimization Analytics Personalization A/B, MVT SEO Multi-channel Management Consistency across devices and channels Conversational Engagement Communities User generated content Commenting Micro-blogging Social media integration Social media monitoring Demand Generation Need recognition Relevancy enhancements Engagement triggers Sales Automation Two-way CRM integration Social CRM marketing Campaign integration Web Engagement Management

Content Optimization Analytics The limitations of Google Adwords – Lack of personal records for every visitor – Not real time SEO A/B testing, MVT testing Personalization Kentico CMS 6.0: Improved analytics Visitor-level data, available in real time SEO Advisor A/B, MVT Personalization

Multi-channel Management Consistency across devices and channels – Desktop browser – Mobile browser – Rich Internet Applications (Flash, Silverlight) Kentico CMS Re-usable, structured content Transformations API and RSS/XML feeds for RIA integrations Mobile website support

Conversational Management Communities User generated content (reviews, wiki articles) Commenting Micro-blogging Social media integration Social media monitoring Kentico CMS Social Networking User Contributions, message boards with rating Blog comments, ad-hoc forums Integration with Facebook, Twitter

Demand Generation Need recognition Relevancy enhancements Engagement triggers Kentico CMS 6.0 Segmentation Personalization

Sales Automation Two-way CRM integration marketing Campaign integration Social CRM Kentico CMS 6.0 Dynamics CRM and Salesforce.com two-way integration Newsletter improvements Campaign management and tracking

Social CRM

Evolution from CRM to SCRM

A/B Testing One variable, multiple values (options) – e.g.: – Completely separate layouts of the page (variable = page) – Multiple versions of the same page with one element changed at a time

Multivariate (MVT) Testing Multiple variables, multiple values (options) – e.g. – Testing multiple parts of the page and their combinations at the same time Useful for sites with > 1,000 page views per week

Segmentation and Personalization Segmentation – identifying the type of the visitor based on her: – Behavior – Profile attributes Lead Scoring – Similar to segmentation – Rule-based evaluation of lead values Personalization (content targeting) – delivering the right content to the right customer segment at the right phase of the sales cycle

WEM and Technology Life Cycle Personalization Optimization Multi-channel Sales Enablement Personalization Optimization Multi-channel Sales Enablement WCM Analytics WCM Analytics Social Networking E-commerce Social Networking E-commerce $$$

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