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The future of Content Management Extremely Dynamic Website
Old-fashioned Content Management Content Management System regulates the website Content editor can publish pages or content (also documents) Pages: static website. Rendering of webpage on editorial server. Content: dynamic website. Rendering of webpage on live server. Inside-out conceptOrganization determines the visitors experience
Content Management adds new features PersonalizationVisitor needs to be logged-in. Pushed content relates to information of visitor, like age, gender, etc. Segmentation/profilingCMS can deliver content depending of pages visited. Every page has metadata attached to it. Profile is created during visit on website. Content is pushed with this profile in mind. Still inside-out concept. Metadata of pages are attached by content editors.
PROBLEM:CMS is an inside-out system. We need something else!
Behavioral Targeting Visitor behavior is collected Content is pushed dependant of the group(s) behavior, e.g. First visit. Extra information about site Different content when visitor comes from website XYZ Etc. Rules are created in the organization Is built on top of website, not in CMS Still inside-out concept
On-site Behavioral Targeting Visitor data is collected during visit(s). What is the visitor looking for? New visitor is related to early group statistics Content is pushed dependant of the group(s) behavior related to the visitors behavior First used for banners and advertisements Also capable of pushing related content or other information blocks The system uses the groups experience to serve the right content Self adjustable. Groups statistics changes 24/7. First step in the Outside-in concept The groups of visitors determine what the website looks like Down side: Groups are still determined by organization
CHALLENGE:We need to give every visitor a personalized website
Problems Visitor The same visitor can have another goal the next time he/she visits your website. E.g. the visitor can be in a different buying phase. Visitors in the same phase could be looking for different information in a different format Visitor uses different meta-programs (NLP) to be persuaded On Site behavioral targeting On-site behavioral targeting uses a common denominator to push content. This conflicts with the visitor goals.
What’s next? (1) Information must be adjusted to: Phases Formats Meta-programs (NLP) Determine the amount of phases, possible formats and number of Meta-programs and create a piece of content for every instance E.g. phases=5, possible formats=4, Meta-programs=5.This means 5 x 4 x 5 = 100 different instances of one piece of content
What’s next? (2) User needs to give insights in his Meta-program. Insight cookie can be used for multiple websites Phase is determined by behavior Type of format is profiled Website will be very fluid. Content editors will have more (and more) work Conversion rate will go sky high