“Web Experience Management is a practice, supported by a
suite of technologies, all of which aid in the process of
assembling and acting on both data and content in order to
provide a seamless, tailored, consistent and relevant
experience for each prospect or customer”
(Scott Liewehr, Gilbane Group)
Through your online presence, your intention is to:
R - Reach: the set of activities needed to raise prospects'
attention for your brand, product or service
E - Engage: the gradual, typically multi-channel, often
recursive set of activities needed to engage the prospects
you just won
A - Activate: the activities needed for your prospects to take,
eventually, the actions you wanted them to take
N - Nurture: the activities needed to nurture the customer
relationship you just managed to create
You want your prospects/customers to:
Static information about
Products and services
Highly shareable content
High user interaction
It is exactly where users INTERACT with your website/apps,
that you can track most user preferences!
Be creative with this information. And use this to convince
the user to ACT.
Note: E-commerce sites have already focused on this for
Meanwhile, for non e-commerce sites
We want to offer personalized “calls to action”. But we have no clue
about possible scenario’s or business rules.
Maybe we can have more than just “shareable content”, in order to
There’s many technical ways of exposing business data in
public website and mobile apps.
A WCM system will often help to have the integrated data
nicely presented in the website, and give a consistent user
but it’s still an integration job.
Content and data applications enhance user interaction
User Interaction allows to better understand the user’s
User Profile allows to address tailored marketing messages
which will convince the user to act.
While everybody agrees that this sounds quite trivial, the
difficulty resides in:
Defining the business rules
Creating marketing messages and relevant content which are specific
enough to “match” a specific user profile or audience
Keeping it user friendly and non-intrusive