Are you using the latest software to gather insights and run campaigns, but still falling short of your customer acquisition and loyalty goals? Or maybe you’re working hard to keep pace with the latest digital marketing trends, but you’re not seeing the boost in brand affinity you hoped for?
As director of product marketing at Adobe Experience Manager, I love helping marketers use technology to gain competitive advantage in their respective industries. And I’m well aware of the issues that arise in the gap between investing in technology and putting that technology to work for your customers. This March, I will co-present a session at Adobe Summit 2014 on the future of WEM, and how companies can future-proof their investments. Along with Bill Maynard and Joe Morris of The Coca-Cola Company, we’ll offer innovative examples of what organizations are doing to create engaging customer experiences with WEM at the core of their digital strategies.
An investment in Web Experience Management (WEM) should yield more than a spike this quarter; it should lead to a steady uptick in ROI year after year. The key to long-term growth is to use WEM to continually innovate and optimize customer engagement, and make it your command center for digital experiences. I’ve seen companies use WEM to build assets in the digital age; a captivating app or compelling site develops its own gravitational pull, so you can move beyond the customer acquisition phase and begin fostering loyalty.
My Site’s Up and Running! …What Next?
If you’ve done your research and purchased the best technology for your business, you’re solidly on track. You’ve invested in your ideas, ensuring your team can’t be held back by limiting or hard-to-use platforms. When inspiration strikes, the tools and integration are there to back you up. Acquiring the right tech is an important step, but it’s only the first in a series of important steps you’re about to take.
WEM is central to your company’s ability to stay competitive in the long run. As more people spend more time in the digital world, company websites and mobile apps are becoming the face of your brand. Your identity is digital, or it will be soon. Nike.com has become a go-to example of a successful branded web experience. Much like a city cafe, the site has grown to become a community hub for individuals who identify with the Nike ethos. Intersil, a manufacturer serving consumer, computing, and industrial markets, created myINTERSIL, a personalized site and community portal that reflects the company’s commitment to its customers’ innovations.
Digital ads and social media profiles are great as outreach mechanisms, but they can’t substitute for a unique and fully branded online space developed specifically for your audience. Your digital properties allow you to express your brand, and foster meaningful interactions with customers, growing loyalty through content, connection, and value.
Here are three ways you can leverage WEM to gain useful data insights and deepen customer engagement across channels:
1. WEM as Command Center for Omnichannel and Mobile Experiences
WEM should help you boost brand value with seamlessly integrated digital properties. A one-stop digital asset management system enables marketers to provide more than one kind of experience, curating blogs, multimedia content, lookbooks, landing pages, product pages, apps, social campaigns, email, and more from a unified vantage point.
Strong omnichannel and mobile experiences allow companies and e-commerce sites to differentiate with engagement. The lifestyle of your brand takes front and center, so you no longer have to compete solely on price. WEM is the most flexible, efficient, and direct way for businesses to customize the shopping experience, responding to customer needs as they arise. Everything from content delivery to navigation can be managed fluidly, demonstrating reliability, competence, and concern for your audience.
2. WEM as Launchpad for Global and Regional Campaigns
WEM also lets you manage a global and regional brand identity from one place. And if you don’t have a global presence, WEM enables you to take that leap. It used to require extensive training and specialization to deliver multilingual and multinational experiences to regional markets. Now, marketers can localize content down to the most detailed preferences of their users–in real time.
This hyper-relevance across time-zones opens doors to engagement in places you might never have dreamed customers could find you. In the not-too-distant past, I wouldn’t have been able to visit Louis Vuitton without a flight across the Atlantic. Gradually, flagship stores and outlets cropped up across the globe, but the brand has to limit its brick-and-mortar growth to maintain the exclusivity that defines them. Now, anyone can visit their official international website from home, or find them on Twitter, view runway footage, and create a My LV account have personalized web shopping experience. LV has managed to position itself as an accessible global brand while strategically “limiting its own visibility” to maintain luxury status–a feat that’s only made possible by robust WEM in the digital age.
3. WEM as the Command Center of Content & Community
If a brand develops or helps me discover content or services clearly relevant to me and my interests, I’m likely to revisit them again and again. WEM makes it easier to place your most compelling content and conversations in front of the individuals who care. It also makes it easier to effectively manage many individual experiences, turning them into an active, self-sufficient community to surround and prop up your brand. WEM can serve as a vehicle for rewarding and valuing customers who contribute. An active community will generate loyalty on your behalf. This visible loyalty will be attractive to others, helping you acquire new customers as well.
Join The WEM Conversation
Register now for my co-session at Adobe Summit 2014 on the future of WEM. Learn how Coca-Cola makes use of WEM to maintain both a far-reaching global brand and a local presence. You’ll walk away with clear and detailed next steps you can take in your WEM journey.
This conversation is directed at more than analysts and experience managers. Optimizers, social media marketers analysts, publishers, creatives, IT, and more can benefit from silo-busting integrations of WEM. I’m excited to draw the full-spectrum of marketing professionals into a dialogue on the future of WEM, starting with this blog. Leave your questions, comments, and thoughts in the comments, and continue the dialogue with your own marketing teams.