Useful to desirable – A CMOs guide to Digital Experience Management

There is no argument that customers expect nothing less than an extraordinary digital experience every single time they visit you. Gone are the days when one could get away with a basic website; however, in today’s context, customers expect an exciting experience across all digital channels before deciding to engage with you.

Superior internet connectivity, ubiquitous mobile presence and social media have changed the way customers consume digital content and how they engage with you.

DEM1

The key to success for CMOs lies in the ability to integrate and optimize digital channels, capture real-time customer insight, and deliver real-time personalized and contextual content to accelerate engagement with existing and new customers. 

This brings us to the question, what are the key components of Digital Experience Management (DEM) that CMOs need to know to be able to deliver? Following are some of the key components that i think are extremely critical in this context. 

1. Web and Mobile (web, apps and widgets)

  • Create integrated platform to engage with multi-device audiences in a seamless manner.
  • Deliver personalize web and mobile content while focusing on brand consistency to provide a compelling customer experience.
  • Responsive website and mobile is extremely important.

2. Real-time data analytics

  • Real time analytics, targeting and segmentation data for website, social media, video sharing platforms, mobile websites and apps, campaign management tools / email marketing systems, CRM systems is critical.

3. Real-time content management and rendering

  • Use digital asset management systems to efficiently create, manage and distribute digital assets across web, mobile and email channels.
  • Measure content relevance and engagement data to understand customer preferences.
  • Leverage web analytics and big data to map customer behavior and content consumption pattern to be able to push relevant content on a real-time basis.
  • Launch real-time email campaigns to capture leads and increase inbounds.

4. Social media

  • Provide personalized social experience; build social communities, forums and groups to provide customers an opportunity to interact with each other.
  • Social media listening is critical to understand and map customer preferences.
  • Set goals and track social media performance constantly.

5. Technology infrastructure

  • Create robust technology infrastructure where CRM, marketing automation, analytics, content management, and web and mobile technology are integrated focusing directly on the customer experience.
  • Platform independent vendors who are able to provide full technology capabilities should be your preferred vendor.

Consider the following leading vendors in DEM space – AdobeAutonomyOpenTextSitecoreEktronAcquiaIBM and Oracle. Read more

DEMV3To conclude, CMOs should approach Digital Experience Management (DEM) initiatives with a solution framework in place which should comprise all the key components of the initiative and respective KRAs. Look to partner with a reliable platform neutral vendor providing end-to-end solutions and finally, review the performance periodically and take necessary corrective action as customer preference is highly fluid and competition is steep; one tumble can bring you crashing down, never allowing you to catch-up.

I hope you liked what you just read!

Share your WEM / DEM experience or add your ideas to make this blog better. I look forward to your comments and feedback. If you like this post, please share with your friends. Cheers 

 

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