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Multi channel web strategy- seven trends you need to know
 

Multi channel web strategy- seven trends you need to know

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Perficient's Michael Porter recently teamed with Forrester's Stephen Powers to discuss seven key trends we are seeing on customer facing sites. It's not just about managing content anymore. It's ...

Perficient's Michael Porter recently teamed with Forrester's Stephen Powers to discuss seven key trends we are seeing on customer facing sites. It's not just about managing content anymore. It's about customer experience management (CXM) via a variety of different channels that include mobile and social.

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  • Make these build (the creation parts)
  • Social is no longer just a generic strategy. Instead:Social is a channel (FaceBook, LinkedIn, YouTube, etc.)Social is an engagement method (user generated comments, blogs, threaded discussions, polls, etc.)Social is a way of measuring engagement (social analytics)Ultimately, social – as part of customer engagement – is no longer the exception; it’s the rule.
  • Last bullet point – get rid of WCM.Video – we should put that in there.
  • DAM ananolgySomeone will snap up meepsOrganizations spent a good chunk of the 2000s re-engineering content processes from being print-centric to being web-centric.Now, they are faced with re-engineering processes from being web-centric to being mobile-centric.But we can’t keep changing processes every time a new channel emerges.Content will need to be managed channel agnostically, and with the correct level of granularity, so it can easily be transformed by a delivery tier that truly serves multiple channels. Manual intervention for multi-channel content transformation will need to be kept to a minimum.
  • Content targeting has been around for years, but organizations found large scale rules-based content targeting projects to be resource-intensive to set up and administer.Now, algorithmic-based targeting, powered by search engines, have made these projects more realistic to achieve.There still is a place for rules-based targeting on certain high-profile pages, but algorithmic-based targeting can supplement it.Other uses for algorithmic-based targeting:Campaign micrositesRecommendationsTargeted navigation
  • Portal – add blockIBM, Adobe, Oracle

Multi channel web strategy- seven trends you need to know Multi channel web strategy- seven trends you need to know Presentation Transcript

  • With special guest…
    Rethinking Your Multi-channel Customer Web Strategy: Seven Trends You Need to Know.
  • About Perficient
    Perficient is a leading information technology consulting firm serving clients throughout North America.
    We help clients implement business-driven technology solutions that integrate business processes, improve worker productivity, increase customer loyalty and create a more agile enterprise to better respond to new business opportunities.
  • Your Presenters
    Stephen Powers is a Principal Analyst with Forrester Research serving content and collaboration professionals. Stephen is a leading expert on multiple aspects of enterprise content management including web content management and digital asset management. Stephen helps Forrester clients build content management systems to implement information management strategies and improve customer experiences.
    Michael Porter is Principal of Perficient’s national Portals and Collaboration practice. Michael leverages his more than 15 years of experience and expertise with different portal solutions and complementary technologies to develop and evolve Perficient's portal offerings. He supports Perficient's sales and marketing organizations through the creation of industry-leading services that help clients understand their enterprise portal.
  • Customer experience management is about more than managing content
    CONSISTENCY
    COMMUNITY
    CONSUMER
    CHANNEL
    CREATION
    CONTEXT
    CONTENT
    CONTENT
  • It’s about more than just a single channel
    Web
    Mobile
    Email
    Kiosks
    Print
    Emerging channels
  • Don’t fall into the trap of herding content
    It’s about more than just management
  • It’s about extracting business value
  • Customer Experience Management (CXM)
    A set of solutions which enable the management and delivery of dynamic, targeted, consistent content, offers, products, and service interactions across digitally enabled consumer touchpoints.
  • July 13, 2011 “The Forrester Wave™: Web Content Management For Online Customer Experience”
    A variety of components comprise CXM solutions
  • The Seven Trends
  • Trend #1: Process, deliver, measure
    Process
    • WCM
    • Portal
    • DAM
    • CRM
    • Content authoring tools
    • eCommerce
    • Desktop publishing
    Deliver
    • Search
    • Personalization
    • Recommendations engines
    • Campaign management
    • Customer service interaction management solutions
    Measure
    • A/B testing
    • Multivariate testing
    • Web analytics tools
    • Social analytics
  • Trend #2: Business-oriented experience management
    Business oriented management functionality includes:
    In-context content editing.
    In-context presentation editing, including drag-and-drop placement of components, rich media, and RIAs.
    Content targeting and segmentation management.
    Campaign management.
    Globalization and localization.
  • Trend #3: Social comes of age
    Measuring engagement
    Interaction
    Channel
  • Trend #4: Rich media management
    • Increased customer expectations
    • Increased internet bandwidth
    • Decreased creation costs
    Source: Flickr (http://www.flickr.com/photos/paultraf/603176484/)
  • Trend #4: Rich media management
    • Many organizations which previously haven’t managed rich media assets are taking a second look.
    • But the “Digital Asset Management” has different definitions, depending on which vendor you speak with.
    • Video is driving interest in rich media management.
    • DAM will revert to its original definition (for media and publishing), while newer rich media management products will converge with CXM.
  • Trend #5: Multichannel content management
    Content
    ?
  • Trend #6: Content targeting comes of age
  • Trend #7: The myth of the single CXM suite
    AB and multivariate testing
    Analytics
    WCM
    Content targeting
    Document output management
    Mobile
    DAM
    CRM
    Search
    Social tools
    Email campaign management
    eCommerce
    Portal
  • Conclusion and recommendations
    To address the trends in CXM, make sure to:
    Align – and organize – your core stakeholders.
    Assess your maturity against the technologies in the “Process/Deliver/Measure” framework.
    Inventory your technology and perform a gap analysis.
    Prioritize!
    Source technology and connect the dots strategically.
  • Q & A
    Contact:Michael PorterPrincipal, Portals and Collaboration
    Michael.Porter@perficient.com
    or
    Sales@perficient.com
  • Follow Perficient Online
    Perficient.com/SocialMedia
    Daily unique content about content management, user experience, portals and other enterprise information technology solutions across a variety of industries.
    Twitter.com/Perficient
    Facebook.com/Perficient