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.