Digital experiences, customer experiences, web experiences — whatever you call it, it is important to understand what kinds of technologies go into play in order to orchestrate your CXM strategy properly.
Along with marketing features and functions you may find in a Web CMS, you’ll need to consider Marketing Automation services offered by some best-of-breed Digital Marketing vendors — and how to tie them together to get the best of both worlds.
The Basics: Intersections of WCXM and Marketing Automation
As discussed in Real Story Group’s Digital Marketing Technology research, Marketing Automation tools help you build, enrich and promote, leading to a “marketing database.” These tools also help you segment your database into specific subsets or cohorts that can be prioritized and engaged, depending on both attributes and behavior.
When you are looking at your web content and experience management (I call it WCXM, others may refer to this as WEM or WXM) activities, you should consider them in tandem with marketing automation tools you’re using, or aspiring to use. This is a multidimensional exercise that includes at least two major Digital Marketing components that you might view from the lens of Web Content and Experience Management:
- Landing page management
- Campaign management (social, mobile, email, etc.)
The landscape in reality is more complex than this and there are multiple limitations and drawbacks. For example, marketing automation tools are rarely personalization tools. But you can find personalization services in your WCXM system.
MA tools may be good at managing marketing database tasks, but they may be weak at managing user profiles that are tied to rules for content and web experiences. Also, in MA tools you can have a better handle on lead management (but don’t confuse leads with web visitors), but Web CMSs may offer stronger capabilities for personalization of content and content targeting.
Landing Page Management and Web CMS
Landing pages are one of the most widely used marketing tools. Often, they’re built and designed in a Web CMS, where you weave in specific templates with specific content and publish them out as landing pages according to your marketing goals.
When managing landing pages in a Web CMS, you will want to consider the aspects of reusability for both content and template chunk code, as well as editing and authoring experience (e.g., WYSIWYG editors).
In terms of content, you should think not only about reusability of content across web sites, channels, multi-lingual sites or across landing pages — there’s also a matter of static versus dynamic content and how well or poorly your tool can handle this. At the very least, you should be able to set up some rules and logic that dictate whether personalized content should be delivered to a specific segment as they arrive on your landing page. The more rules you have around your content, the harder it is to manage.
If your web content is being reused across other channels (email, mobile, social, for example), you will need to consider not only how to best display that content using specific templates, such as mobile templates that deliver content properly to various devices based on specific parameters for screen size, etc. You should also give some thought to content reuse.
Do you need to shrink web content to fit on the mobile device? How’s your web landing page different from the email-activated landing page? Are your subject lines and message bodies coming from the content on landing pages? These questions are tightly coupled with our next topic: campaigns.
Campaign Management and Web CMS
Campaign management today is very much cross-channel. It is no longer just the distinction between web and email. You also have social and mobile campaigns in the mix — all often with different goals and audiences in mind.
Some might argue that campaigns should be done from Web CMS, others will point you in the direction of a MA tool, or a Digital Marketing platform. Where they’re done will really depend on circumstances, but how they’re done is the first task you need to tackle.
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