- Web CMS: Adobe Buys Day Software for US$ 240 Million
3
comments
- Installing SharePoint 2010 on Windows 7
9
comments
- Perspectives: What the Adobe + Day Software Deal Means, Part 1
- Overview: SharePoint 2010 Metadata and Taxonomy Management
8
comments
- Web CMS: MODx Revolution Targets Drupal, Joomla Markets
11
comments
- Barebones CMS is Easier than WordPress, Drupal and Joomla
- MS Project 2010: Goodbye Portfolio Server, Hello SharePoint
8
comments
Get the NewsletterHeads Up: Marketing is Taking Back the Website
By
| Published Dec 7, 2009
2
comments
2
comments
Your website has become a critical component of how you interact with customers. However, in most cases its use and the team that manages it have both grown organically. Additionally, it's often the IT department running the show.
As a result of this pattern, many websites do not meet the customer experience bar that modern marketing requires. They are not usable enough. They are not accessible enough. And they are not persuasive enough. There are also too many bits and pieces stapled together to create the feedback loops.
On the Ground: A Growing Problem
Recent Forrester research data found that improving customer experience via the website was at the top of many organizations' priority list. Other hot items included improving online usability (important for 78% of respondents), improving support for the brand online (64%) and improving cross-channel interactions (58%).
The problem, according to Forrester, is that the gap has grown too large between the business people who want these things and the technical and organizational realities on the ground.
In Demand: Better Powers of Persuasion
There are a number of elements that go into creating the optimal customer experience including rich media, social media and community, and analytics. But it's not as simple as finding a single vendor to support all your needs — in fact, there is no single vendor.
With the number of Web CMS vendors, marketing vendors and new breed experience management vendors offering solutions to help you meet your challenges, it's hard to know which way to run.
Forrester and Siteworx are in turn analyzing and tackling the problem. You can join the conversation this Thursday, Dec 10th at 1pm EST. During a 1 hour webinar they will look specifically at how — given the lack of a single vendor solution — you can bridge the customer experience gap.
During the free event analyst Stephen Powers will cover:
- The components of an ideal customer experience
- Tools to uncover how your content is being consumed
- The various vendors in the interactive marketing landscape
- Steps to develop your own persuasive content strategy
- Technology convergence patterns
Sound intriguing? You can register here.
Was this article useful?
Email It
Buzz it
Tag It
Stumble It
Add RSS2 Reader Comments
Leave a Response
Processing...
Job Openings View all
| Post a job
| 
RSS
- UI/UX Designer at Nimble
- Account Associate, Inside Sales - Brand/Agency at Facebook
- Technical Web Analyst at Thomson Reuters
- Project Manage at Wireless Generation
- Technical Writer / Software Development at Omnitec Solutions, Inc
- Online Community & Content Manager at CRC
- Web Designer/User Experience Guru at Fog Creek Software
- Vice President at Emanate
Featured Events View all
| Add event
| RSS
- Aug 5, 2010 – Webinar: How Combining Enterprise CMS and BPM Boosts IT Efficiency
- Sep 19, 2010 – Oracle OpenWorld 2010
- Oct 7, 2010 – HartmanEVENT 2010 - Social Media & Mobile Usability
One easy way to ensure usability is to test early and often. This has often been difficult, time consuming and expensive, but a new service (www.userlytics.com), solves the problem.
It can be used for any type of online property (websites, website prototypes, online adverts, search processes, etc).
It has a very attractive delivery speed, and price point (24-48 hours from order, 299$ for a 5 person user experience test). The features are as follows:
Clients define a target url (their own or that of their competition or best practice)
Clients define a goal for the testers to perform (e.g., “find product x and take it through the checkout process..”)
Clients define the demographics of the kind of testers they would like
Clients define survey questions
Within 24-48 hours clients receive a report that includes, for a minimum of 5 testers:
Web cam recordings of the testers conducting their assigned goal/task
A synchronized recording of the entire screen session during the test
ClickFlow Analysis
Contextual written “bubble” commentary on screenshots
Survey results
Other quantitative data
Visitors to the site (www.userlytics.com) can request a free 1 person sample test.
There are big changes coming with the convergence of customer engagement management and content delivery. Marketing will need to reinvent itself in the short term. They will need to become a lot more sophisticated with their use of interactive tools.