Still haven't decided what path to take when it comes to your marketing automation platform (MA) and web experience management (WEM)? Watch our Google Hangout where a panel of experts flesh out the pros and cons of WEM/MAP integration or read what our contributors have to say. You'll never look at peanut butter and jelly the same way again.
Top Customer Experience Article
Continuing our look into the pros and cons of integrating your marketing automation platform with your web experience management system, first time contributor Frank del Pinto (@fdelpinto) gives five strong arguments for seeking better alignment in his Mind the Gap - Top 5 Reasons to Close the Gap Between Marketing Automation and WEM Systems.
The goal of marketing automation and WEM is to integrate marketing processes that collect data and content from multiple locations toward developing meaningful customer relationships that begin and continue well after the initial sales cycle is complete. Consumers do not want to feel as though they are being marketed at — they want to feel the content they uncover is part of their organic efforts."
- In Between Websites and Landing Pages, A Better Post-Click Experience Awaits from Scott Brinker (@chiefmartec)
- 5 Reasons Doubling Conversions is More Important Than Doubling Traffic from Ashley Eckel (@ashes54)
- Mobile First, Desktop Later from Simon Lande (@simonlande)
- 5 Usability Tips that You Should Implement on Your Mobile Website from Jessica Davis (@godotmedia)
- Decentralized Publishing Equals Amateur Web Management from Gerry McGovern (@gerrymcgovern)
Top Social Business Article
From the looks of some recent articles, Social Business has a lot of work ahead for 2013. But the potential benefits will be seen in productivity, employee and customer satisfaction, innovation and increased revenue. Mark Cunningham (@markcunningham) lays out one of the tasks ahead in his 2013: The Year of Social Business Analytics:
In our experience, there aren’t many companies that have empirical data on how well social business tools are being adopted internally, what conversations are going on and whether or not these activities are actually helping to achieve business objectives."
- Where Does Good User Experience Come From? from Kevin Conroy (@seattlerooster)
- SharePoint 2013: Communication and Internal Public Relations Plan from Errin O'Connor (@errinoconnor)
- The 2 Hardest Things to Do in Corporate America from Stephen Fishman (@trivoca)
Top Information Management Article
The ability to adapt should start being listed among job requirements. In Mimi Dionne's (@cawprhyd) Miles Ahead in the Roadmap of an Electronic Records Management Implementation, she looks at the changing roles in records management, and confronts the unwillingness of some to change:
I’ve informally interviewed several members of more than one Records and Information Management-related discipline and their admitted reticence to learn the technical skills needed to implement e-records surprised me. It’s the strangest dichotomy: they acknowledge they don’t have the proper skills, but they don’t want to learn them anyway.
If we ceded the field to Information Technology back in 2005, it’s our own fault."
- SAP's Sybase IQ16 Goes Extreme Delivering Data Driven Insights in Record Time from Virginia Backaitis