Multichannel marketing

Showing posts with label Multichannel marketing. Show all posts
Showing posts with label Multichannel marketing. Show all posts

Wednesday 4 June 2014

Web content management system - The hub for multichannel pipeline growth


Web content management system - The hub for multi-channel pipeline growth

Today, WCM ( Web content management system) platforms incorporate a host of capabilities that expand their original scope. Next-generation platforms combine Web content management system with integration services for digital asset management and social collaboration. 

Together, these capabilities empower CMOs to deliver media-rich, community-oriented customer experiences that increase brand awareness, drive customer engagement, and build customer loyalty and campaign success. Serving as the marketing hub for CMOs, next-generation WCM platforms provide one central location for permission-based access and publishing of marketing messages and programs across all types of digital channels. In this way, these platforms have evolved into systems that help CMOs grow their pipeline of qualified buyers across different channels. 

One look under the hood of these next-generation WCM platforms leads to instant appreciation for the extra content control and interactive capabilities that they afford. CMOs should consider the following key components when seeking a next-generation WCM platform.

Multi-channel marketing

—Those CMOs that succeed with multichannel marketing do so by developing strategy for each channel that enables them to maintain brand equity while satisfying customer expectations. The most essential tool for pursuing such a strategy is an online marketing platform that enables CMOs to deliver multichannel customer experiences and campaigns. Look for capabilities to perform permission-based publishing across a range of output channels, including email, mobile, social networks, web, and print. This helps ensure that customers are fully engaged, independent of the channel, device, or geography.
Standards-based repository

—Unlike stove piping, which can result from using proprietary solutions, advanced, standards-based solutions help stave off obsolescence. Perhaps more importantly, they ensure platform viability across and outside your organization. Make sure that the WCM platform you choose supports standards such as Content Management Interoperability Standards (CMIS), Representational State Transfer (REST), and the Osage framework. Adherence to these standards future-proofs, and even enhances, your investment by providing access to a rich ecosystem of applications and utilities that are prebuilt to interoperate with the multichannel engagement platform.

WCM agility

—A short ramp-up time is a major factor in digital marketing. Tools should be intuitive and require little training so that they can be used quickly and widely across your organization. In addition, the WCM should feature easy-to-use workflows to create the parent-child relationships necessary for the multisite management that is typical in online marketing.

Digital asset management

—On today’s websites, rich media—including images, video, and online presentations—is what most attracts and engages audiences. As you repurpose digital assets to address multiple devices, formats, encoding rates, and metadata, you’ll find yourself dealing with an explosion of assets. Uneasy-to-use system helps tame this chaos and enables syndication of assets across multiple channels.

Social collaboration

—Every brand has a fan base, but not every CMO is leveraging it. Next-generation wallows you to create a network of relationships between prospects and the loyal customers that can influence potential customers’ purchasing decisions. These online communities also serve other benefits. They help build brand loyalty, which in turn leads to more repeat sales, and they potentially offload customer support functions. Features to look for include a shared calendar, the ability to comment, reviewing functions, rich media, and document sharing.

Search engine optimization (SEO)

—Most site visitors find you via search engines. Tuning content to keep pace with top search terms is critical, but it can be a chore. Next-generation WCMs are built with hierarchical architectures that support the generation of search engine friendly (SEF) links out of the box to boost page rankings in search results. In addition, look for platforms that provide APIs to databases like Alchemy for keyword enhancement and are involved in efforts like the Interactive Knowledge Stack that aim to make content more visible to search engines.

Content targeting

—Unlike old media, digital channels offer a range of information that marketers can use to better target their messages. Whether it is as simple as geography or as complex as past buying behavior, a solid marketing platform enables you to tap into critical data and customize messages so that every experiences engaging and optimal.

Campaign optimization

—Sense and respond is the mandate for today’s CMOs. With support for A/B testing in a platform, marketers can sense audience preferences and promote or pull campaigns based on response rates.

Analytics

—Because CMOs live (and die) by reports, gaining an instant and historical view into campaign performance is critical. Best-of-breed solutions include integrated analytics that can interface with leading standalone analytic offerings.

Localization


—Marketing has no geographic boundaries and, like online commerce, is global. As a result, younger to adjust to local audience needs without compromising your brand. An advanced WCM solution allows single change to be proliferated across sites without delays.