the next generation of web platform - ross jenner, sitefinity cms
Post on 20-Oct-2014
176 views
DESCRIPTION
Ross Jenner, Head of UK for market leading CMS provider Sitefinity discusses the latest and greatest CMS based technology to drive effective B2B web experiences.TRANSCRIPT
The next generation web platform - a digital 'hub' to tackle a content rich and multi device environment.
Ross Jenner – UK Sales Manager
21st May 2014
So what did a web platform do?
1999
• Web Content Management
• Right content
• Right person
• Right time
Is Content still king today?
Marketing technology landscape
http://chiefmartec.com/2014/01/marketing-technology-landscape-supergraphic-2014/
Hot topics
Cloud
Multi-Channel
Omni-Channel
Rich
Media
Integration
Big
Data
Mobile
Personalised
Experiences
Mobile IS HERE – It’s Not “Coming” And it’s Certainly Here to Stay
• Mobile devices have revolutionised the
way we interact with the world
• It’s a fact…. the question we face is “how
to capture the opportunity that comes with
this disruptive force”
The Different Flavours of “Mobile”
Responsive Website Mobile Website
Device-Agnostic
Experience
Device-Specific
Experience
Mobile Apps
Responsive Design
• Broader reach and consistent desktop and mobile experiences
• Great for “top of the funnel” interactions(e.g. immediate access - no need to
download an app)
Pros • One version of website for all devices
• Naturally SEO friendly
• Coexists with other mobile strategies
Cautions • Fails for offline experiences
• Extensive optimizing and testing across all devices
• Native app platforms can be hard to integrate with Mobile Sites
Mobile Websites
• Tailored mobile experiences
• Good mobile experience is expected - cannot be replaced by having a
mobile app
Pros • Tailored experience for every device
• Less code = “lighter”
• Straightforward to create
Cautions • Forks the website to multiple versions
• Duplicate content
• Multiple URLs – not aligned with SEO best practices
Pros
• Multisensor interactions
• Location
• Camera
• Push Notifications
• Offline tasks – take notes, pictures, etc.
• Application Integration - maps, photos, codes scanning, etc.
Cautions • Different Platforms
• OS updates often require changes in the app
• Cost – development, testing, app management, analytics, etc.
• Customer Commitment – need to download the app
Mobile Apps
Mobile Apps – Web, Hybrid and Native
Reach of
Web Richness of
Native Efficiency of
Hybrid
$ $$$
Developing your Mobile Strategy - Some Basic Rules
• Take an iterative approach, not big bang
• Understand the Business Opportunity and Implications
• Make a Choice and adjust and expand as you learn
• Start small, but make sure you start
Personalised Experiences
Personalisation
• Using information you know about a site visitor to deliver a targeted experience.
• Sometimes split into: • Explicit – Something the user has told us
• Implicit - Something we have found out about the user
• The concept is not new but the barriers to entry are getting lower all the time
What do you know about a website visitor?
• Explicit • Profile Information
• Customer information
• Likes
• Previous Purchases
• Location
• Offline/other channel interactions
• Implicit • Device
• Location
• Pages Visited
• Visit Duration
• Search Terms
• Landing Page
• Social “Likes”
Personalisation - Some Basic Rules
• Web Best Practice
• Personalise for a reason
• Understand you audience
• Define goals and track progress
• Start small
• Keep it simple
• Don’t under estimate the effort needed
• Take advantage of the information you have
So what did a web platform do?
1999
• Web Content Management
• Right content
• Right person
• Right time
So what does a web platform do in 2014?
• Right content • Rich content
• Social/User generated content
• Personalised and optimised
• Amplified
• Right person • Based on what we know
• Who you are
• Where you are
• What you like
• What we think you will like
• Right time • 24/7 – all the time
• Instantly
• To any device
Sitefinity Web Platform - 2014
Usability that Empowers the Business User
Winning Mobile Experiences
Online Marketing That Boosts Conversion Rates
Complete Extensibility with a Fully-Exposed API
Integration With Adjacent Business Systems
Live Demo