CMS Forum

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CMS Forum

  1. 1. Online Marketing Turns Agile Wim Putzeys
  2. 2. About Panoptic • Focus on Enterprise Information Management • Since 2002 • Independent integrator of open source and commercial tools • Integrated vision on people, organisation and technology
  3. 3. How the Web Was Won Step 1 Just get online
  4. 4. How the Web Was Won • Empower non-techies Step 2 CMS Manage time to market • Faster your site • Better brand consistency
  5. 5. How the Web Was Won Step 3 Leverage your site
  6. 6. Loyal: • Employee • Partner • Customer • Citizen
  7. 7. Leveraging Your Site in 4 Easy Steps 1 2 3 4 Reach Engage Activate Nurture
  8. 8. Be Relevant • Understand your audience • Segment g • By behavior • By demographics • By context • Target • Implicitly • Explicitly
  9. 9. If Only It Were That Easy 4 2 3 n 1 you 1. 1 CMS 2. CRM 3. E-commerce engine 4. Data warehouse n. Probably more stuff
  10. 10. It can be!
  11. 11. Measure and Optimize 1 2 3 4 Reach • Channels direct search engines referral ... • N b of visitors Number f i it
  12. 12. Measure and Optimize 1 2 3 4 Engage g g • Bounce rate • P Pages per visit i it • Time per p g p page
  13. 13. Measure and Optimize 1 2 3 4 Activate • Conversion rate • Cli k th Click-through h rate
  14. 14. Measure and Optimize 1 2 3 4 Nurture • Return rate • R Repeat b t buy
  15. 15. Measure and Optimize Not tomorrow Not next week Right now
  16. 16. Take Home • Go beyond managing your site, leverage it • S Segment, t t target, measure and optimize t d ti i • You have to know what you’re doing but your CMS should at least let you Action: check if it does – if not, call us!
  17. 17. www.panoptic.biz www panoptic biz www.day.com
  18. 18. The Future of Content Management g 16.30-17.00 Endnote David Nuescheler CTO Day

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