CMS TrendsPetr 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• E-mail

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

• E-mail 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

PersonalizationOptimization

Multi-channelSales Enablement WCM

AnalyticsSocial Networking

E-commerce

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QUESTIONS AND ANSWERS