WCM as the digital marketing hub

WCM as the Digital Marketing Hub
Ian Truscott
Senior Analyst
ian@gilbane.com
@iantruscott
#gilbanesf

This is the Customers & Engagement Track

The Opportunity
When you have someone on your website, they have given their full consent for you to communicate with them or to market to them
It’s your chance to engage, to persuade or to educate
That chance might be brief - as the cursor hovers over the back button
How can you make the most out of this opportunity?

Communication not tools
Marketing or our communicators own the website not IT
The subject matter experts are not always in marketing, communications or IT.
Our websites are no longer the sole domain of the techie, but driven by business people
The web is our primary engagement channel

Have you got a typing pool?

The New Business Imperative
“The Foundation: Functional, Flexible WCM”
Mary LaPlante
Senior Analyst

Customer experienceexpectations rise each year as customers wantfaster responses to requests, more conversational interactions, and morerelevant content. Marketersnow find themselves under pressure to better manage content associated with their outbound and inbound customer interactions [across multiple channels] Enterprise Content Management (ECM) systemsremain largely disconnected from the technologies and services used to support marketing - IT does not always understandmarketing’s context and goals
Don’t take out word for it!

Digital Engagement Hub
Listen
Be relevant
Facilitate conversation
Customer Engagement
Digital Engagement
Web Experience Management
Web Engagement
Persuasive Content

Facilitate
If you don’t they will…

Communication not tools

Jeremiah OwyangMaturity Model
Website  engagement

Think of Engagement as a unit of measure

A man walks into a shop to buy a suit...

As a Web Engagement?
Understand engagement objective
Understand the visitor
Deliver content
Capture feedback
Gain actionable insights
Start again...

It doesn’t have to be complicated…

But.. Don’t assume…
The only man who behaves sensibly is my tailor he takes my measure anew every time he sees me, whilst all the rest go on with their old measurements, and expect them to fit me.
George Bernhard Shaw

Deeper engagement = deeper understanding
Be nice to me and I’ll fill in your survey

Everyone is talking

Do you know what you are saying?

Don’t make me feel stupid

Know your content

Back to content..
Content is the currency of the Digital Engagement Hub

Don’t make kids cry

Make your Content King
Persuasive – encourage the visitor to think or act and come back
Fresh and relevant to your visitor
Local
Accessible - Not just for legal compliance, but access from browsers, mobile device and SEO (Google is blind).
Understood – I know my audience – do I know my content?
Consistent across multiple channels

How do we do that?
To do that we need to provide business users with authoring tools
We need to leverage tools already in use
We need adoption by subject matter experts, not just IT and marketing
Need to enable the business user to publish across multiple channels

Conclusion
A focus on achieving measureable marketing and communication goals - Need two things:
Audience understanding and actionable insight
Good quality, well understood, relevant, accessible, standards compliant content
Deliver that by:
Bringing together subject matter experts and marketers, then enable them with joined up business tools

WCM as the Digital Marketing Hub
Ian Truscott
Senior Analyst
ian@gilbane.com
@iantruscott
#gilbanesf

WCM as the digital marketing hub

by Ian Truscott on May 25, 2010

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WCM as the digital marketing hub — Presentation Transcript