The document discusses the evolution of web platforms from 1999 to today. In 1999, web platforms focused on web content management to deliver the right content to the right person at the right time. Today, web platforms must tackle a content-rich, multi-device environment. They aim to deliver personalized, optimized content across all devices. Modern web platforms also integrate with other systems and marketing technologies to power omnichannel experiences and drive conversions. The document promotes the Sitefinity web platform as a solution for 2014 that provides user-friendly tools, winning mobile experiences, integrated marketing capabilities, and extensibility through an open API.

1. The next generation web platform
- a digital 'hub' to tackle a content rich and multi device environment.
Ross Jenner – UK Sales Manager
21st May 2014

2. So what did a web platform do?
1999
• Web Content Management
• Right content
• Right person
• Right time

4. Is Content still king today?

5. Marketing technology landscape
http://chiefmartec.com/2014/01/marketing-technology-landscape-supergraphic-2014/

6. Hot topics
Cloud
Multi-Channel
Omni-Channel
Rich
Media
Integration
Big
Data
Mobile
Personalised
Experiences

8. Mobile IS HERE – It’s Not “Coming” And it’s Certainly
Here to Stay
• Mobile devices have revolutionised the
way we interact with the world
• It’s a fact…. the question we face is “how
to capture the opportunity that comes with
this disruptive force”

9. The Different Flavours of “Mobile”
Responsive Website Mobile Website
Device-Agnostic
Experience
Device-Specific
Experience
Mobile Apps

10. Responsive Design
• Broader reach and consistent desktop and mobile experiences
• Great for “top of the funnel” interactions(e.g. immediate access - no need to
download an app)
Pros
• One version of website for all devices
• Naturally SEO friendly
• Coexists with other mobile strategies
Cautions
• Fails for offline experiences
• Extensive optimizing and testing across
all devices
• Native app platforms can be hard to
integrate with Mobile Sites

11. Mobile Websites
• Tailored mobile experiences
• Good mobile experience is expected - cannot be replaced by having a
mobile app
Pros
• Tailored experience for every device
• Less code = “lighter”
• Straightforward to create
Cautions
• Forks the website to multiple versions
• Duplicate content
• Multiple URLs – not aligned with SEO
best practices

12. Pros
• Multisensor interactions
• Location
• Camera
• Push Notifications
• Offline tasks – take notes, pictures,
etc.
• Application Integration - maps,
photos, codes scanning, etc.
Cautions
• Different Platforms
• OS updates often require changes in
the app
• Cost – development, testing, app
management, analytics, etc.
• Customer Commitment – need to
download the app
Mobile Apps

13. Mobile Apps – Web, Hybrid and Native
Reach of
Web
Richness of
Native
Efficiency of
Hybrid
$ $$$

14. Developing your Mobile Strategy - Some Basic Rules
• Take an iterative approach, not big bang
• Understand the Business Opportunity and Implications
• Make a Choice and adjust and expand as you learn
• Start small, but make sure you start

15. Personalised Experiences

16. Personalisation
• Using information you know about a site visitor to deliver a
targeted experience.
• Sometimes split into:
• Explicit – Something the user has told us
• Implicit - Something we have found out about the user
• The concept is not new but the barriers to entry are getting lower
all the time

17. What do you know about a website visitor?
• Explicit
• Profile Information
• Customer information
• Likes
• Previous Purchases
• Location
• Offline/other channel
interactions
• Implicit
• Device
• Location
• Pages Visited
• Visit Duration
• Search Terms
• Landing Page
• Social “Likes”

18. Personalisation - Some Basic Rules
• Web Best Practice
• Personalise for a reason
• Understand you audience
• Define goals and track progress
• Start small
• Keep it simple
• Don’t under estimate the effort needed
• Take advantage of the information you have

19. So what did a web platform do?
1999
• Web Content Management
• Right content
• Right person
• Right time

20. So what does a web platform do in 2014?
• Right content
• Rich content
• Social/User generated content
• Personalised and optimised
• Amplified
• Right person
• Based on what we know
• Who you are
• Where you are
• What you like
• What we think you will like
• Right time
• 24/7 – all the time
• Instantly
• To any device

21. Sitefinity Web Platform - 2014
Usability that Empowers the Business User
Winning Mobile Experiences
Online Marketing That Boosts Conversion Rates
Complete Extensibility with a Fully-Exposed API
Integration With Adjacent Business Systems

22. Live Demo