Welcome to our final week of the Web Engagement focus! This time around our gracious experts discussed everything from simplifying mobile experiences to best practices in Web projects.
It has become as important today to offer a mobile experience as it is to deliver your website. But how do you simplify the delivery of that mobile experience in the context of the overall customer engagement?
We’ve come a long way since the release of the first IBM Simon smartphone in 1992. Web access is now a standard feature in even the most bare-bones mobile device, and mobile apps are a multi-billion dollar business. And while smartphones remain hot connectivity tools, tablets have made a strong entrance into the market. According to Gartner Inc., by 2013 mobile devices will overtake computers as the most common tool for web access worldwide.
As such, it is imperative that businesses extend their reach to a growing mobile population. Of course with these new opportunities come heavy implications: Make the user experience seamless and you create advocates for your brand and generate return business. Fail to deliver, and you drive the user to a competitor who is only a “swipe” away.
Web Engagement (WEM) is definitely a hot topic for 2011 in the Web Content Management (WCM) space. While there may be some controversy over the validity or utility of the term, you can't argue with the interest across the industry. In fact, I think the term is a good thing — both for WCM vendors and end users.
But what about open source? How does all this WEM buzz help one of the most vibrant open source Web Content Management communities — Drupal?
Online engagement is at the top of online marketers’ lists today. Cross Channel Engagement makes these efforts work in synergy. Here’s how you can boost the ROI on your online engagement strategy in 3 steps using intelligent profiling.
In this economy, organizations are taking the opportunity to position or reposition their Web presence to a more customer-centric view. One approach is to envision the Web presence as an enterprise information portal. Enterprise information portals are frameworks to integrate staff, information, clients and processes across organizational boundaries. By selecting an ECM system with a “baked-in” public portal, organizations can offer a view in to their public-facing information and a way to integrate their Web content management (WCM) with their enterprise content management (ECM).
We learned in The Keys to Understanding Web Customer Engagement that the notions of web presence and customer engagement aren’t new — but are gaining in interest as web presence expands beyond the corporate website and as companies must know more about effective means of connecting to customers. Many questions swirl around understanding what engagement is, what defining characteristics should be measured and why, how to align metrics to goals and which metrics matter the most. This article explores a sampling of goals and metrics for measuring and understanding engagement on the Web.
The notions of web presence and customer engagement aren’t new, but are gaining in interest as web presence expands beyond the corporate website and as companies must know more about effective means of connecting to customers. Many questions swirl around understanding what engagement is, what defining characteristics should be measured and why, how to align metrics to goals and which metrics matter the most. Context — or even hierarchies of context — plays a major role for selecting metrics, analyzing the data returned by metrics and understanding what to do with the data.
Big redesigns are a very dangerous strategy. Continuous improvement of your customers' top tasks is much better.
Web projects are complicated and challenging. Developing some best practices around them is a goal for most of us in this industry. However, what is emerging from my panel on best practices in Web projects is that all of us approach Web projects in a different way, but we use many of the same techniques.