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WCM as the Digital Marketing Hub

WCM as the Digital Marketing Hub. Ian Truscott Senior Analyst ian@gilbane.com @ iantruscott # gilbanesf. This is the Customers & Engagement Track. The Opportunity.

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WCM as the Digital Marketing Hub

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  1. WCM as the Digital Marketing Hub Ian Truscott Senior Analyst ian@gilbane.com @iantruscott #gilbanesf

  2. This is the Customers & Engagement Track

  3. The Opportunity • When you have someone on your website, they have given their full consent for you to communicate with them or to market to them • It’s your chance to engage, to persuade or to educate • That chance might be brief - as the cursor hovers over the back button • How can you make the most out of this opportunity?

  4. Communication not tools • Marketing or our communicators own the website not IT • The subject matter experts are not always in marketing, communications or IT. • Our websites are no longer the sole domain of the techie, but driven by business people • The web is our primary engagement channel

  5. Have you got a typing pool?

  6. The New Business Imperative “The Foundation: Functional, Flexible WCM” Mary LaPlante Senior Analyst

  7. Don’t take out word for it! Customer experienceexpectations rise each year as customers wantfaster responses to requests, more conversational interactions, and morerelevant content. Marketersnow find themselves under pressure to better manage content associated with their outbound and inbound customer interactions [across multiple channels] Enterprise Content Management (ECM) systemsremain largely disconnected from the technologies and services used to support marketing - IT does not always understandmarketing’s context and goals

  8. Digital Engagement Hub • Listen • Be relevant • Facilitate conversation Customer Engagement Digital Engagement Web Experience Management Web Engagement Persuasive Content

  9. Facilitate If you don’t they will…

  10. Communication not tools

  11. Jeremiah Owyang Maturity Model Website  engagement

  12. Think of Engagement as a unit of measure

  13. A man walks into a shop to buy a suit...

  14. Understand engagement objective Understand the visitor Deliver content Capture feedback Gain actionable insights Start again... As a Web Engagement?

  15. It doesn’t have to be complicated…

  16. But.. Don’t assume… The only man who behaves sensibly is my tailor he takes my measure anew every time he sees me, whilst all the rest go on with their old measurements, and expect them to fit me. George Bernhard Shaw

  17. Deeper engagement = deeper understanding • Be nice to me and I’ll fill in your survey

  18. Everyone is talking

  19. Do you know what you are saying?

  20. Don’t make me feel stupid

  21. Know your content

  22. Back to content.. • Content is the currency of the Digital Engagement Hub

  23. Don’t make kids cry

  24. Make your Content King • Persuasive – encourage the visitor to think or act and come back • Fresh and relevant to your visitor • Local • Accessible - Not just for legal compliance, but access from browsers, mobile device and SEO (Google is blind). • Understood – I know my audience – do I know my content? • Consistent across multiple channels

  25. How do we do that? • To do that we need to provide business users with authoring tools • We need to leverage tools already in use • We need adoption by subject matter experts, not just IT and marketing • Need to enable the business user to publish across multiple channels

  26. Conclusion • A focus on achieving measureable marketing and communication goals - Need two things: • Audience understanding and actionable insight • Good quality, well understood, relevant, accessible, standards compliant content • Deliver that by: • Bringing together subject matter experts and marketers, then enable them with joined up business tools

  27. WCM as the Digital Marketing Hub Ian Truscott Senior Analyst ian@gilbane.com @iantruscott #gilbanesf

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