Welcome to a new focus for us CMSWire kids: Web Engagement Management. This week our gracious experts advised us on all corners of WEM, paying special attention to the importance of multi-channel marketing in our increasingly mobile world.
TOM WENTWORTH (@TWENTWORTH12): Buyers no longer follow a linear process when making purchase decisions. The traditional sales funnel has become more like a plate of spaghetti — with twists and turns throughout the website and different paths for mobile devices, print, contact centers, and now, social networks.
Successful cross-channel marketing strategies require a new approach which incorporates social networks into the marketing mix. Web Engagement Management (WEM) systems provide the foundation for delivering a successful cross-channel marketing strategy and should be extended to treat social networks as a primary customer channel, alongside websites, mobile devices, print and contact centers.
DOUGLAS HEISE (@COREMEDIA_NEWS): While it can be overwhelming to devise and execute a cross-channel marketing strategy that will effectively engage customers and convert their activity into profits, here are three key requirements that will help you to produce a successful campaign.
ARJEN VAN DEN AKKER (@ARJENVDAKKER): Web Engagement Management (WEM) is a heavily exploited topic by most Web Content Management (WCM) vendors. But can they truly deliver WEM solutions? Do they know what it takes, and do they truly deliver the technology to achieve it?
Look at Web Content Management (WCM) vendors’ websites, and you’ll probably come across the term multiple times: Web Engagement Management (WEM). Others use the phrase Web Experience Management (luckily also abbreviated as WEM) or similar terms, but the core of all these messages is the same. It’s about moving away from a one-way information push to interacting with your audiences and providing relevant information, ideally tailored to each specific individual.
In theory, this is a great thing happening. In an era of information overload, we all prefer relevant information we can use, rather than receiving dozens of emails taking us to irrelevant landing pages and other pieces of information that we have to sift through, trying to find what we need.
GABE SUMNER (@GABESUMNER): Don’t let the hype of using Web Engagement Management tools fool you. If you want to cultivate a truly engaged online community, it’s more important to home in on how your organization is practicing WEM, no matter how simplistic the tactics may be.
GERRY MCGOVERN (@GERRYMCGOVERN): If you were to ask someone who is the longest serving British prime minister, it would not be unreasonable to reply, Rupert Murdoch. His Newspaper Empire is a type of Roman Empire. His editors have files on public figures much larger than any Stasi, Cheka, FBI or MI5 files. They have reveled in their power. Until recently.
The 168 year old News Of The World has printed its last copy on July 10, 2011. In its pursuit of the salacious story it tapped phones and paid bribes. Not exactly surprising. It is quite possible that the News Of The World would be happily continuing on to its 169th year were it not for social media.
MARK GREENFIELD (@MARKGR): I have seen many organizations that treat the Web, social media and mobile as three distinct entities. They develop social media strategies separately from web strategies, and as mobile becomes ubiquitous, mobile strategies are adding yet another layer. This separation is the wrong approach because customers expect a consistent online (and offline) experience. Moving forward, websites will become more social and everything will become mobile. Web, social and mobile need to be approached holistically. When I think about WEM (Web Engagement Management), I think about the need for a holistic digital paradigm.
TROY ALLEN: Technology evolves at a rate much quicker than most of us can keep pace with. Right now we are in the era of mobile applications. Here are three ways to capture the interest of your app happy customers.
Can you remember when you got your first Bag Cellular Phone or first Pager? Technology at its best. Business was no longer confined to the physical office; we could take calls or get messages on the road. It was all about being informed and being accessible. No one really thought about it as a way to drive the marketing potential of their company. Over the next few years, technology took off like a rocket, heading for the stars and leaving a trail of ever-evolving devises in its wake. Flip phones, PDAs, two-way pagers and BlackBerry’s were everywhere, increasing our ability to communicate, to conduct business. But business-to-business or business-to-consumer interactions were still limited to voice, text and email.
PETE IUVARA (@PETEIUVARA): Web marketers and business strategists are consistently tasked with keeping customers engaged. The more engaged your customers are, the better opportunity your brand and/or company will be able to keep them as satisfied customers. Customer engagement management is the process of setting up an interactive connection between your customers and your brand whereby you are delivering enough value and/or services to keep them satisfied with your offering(s). The goal is to make them feel like you understand how they feel, and what they need.
This month, CMSWire has been covering the practice of leveraging web, mobile and social to deliver a seamless customer experience (CXM). The mobile channel is said to be the most important channel to reach your customers, but not every organization is ready to address it as a priority.