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The web is a primary channel for driving sales and customer loyalty. Accordingly,
organizations have realized that to be effective in marketing, service, internal
and external communications and more, they need to deliver highly relevant content
and a rich and interactive customer experience online.
However, delivering a positive and engaging web experience has become more
and more challenging, as consumers increasingly demand current, personalized
content as well as the ability to participate in rich online communities. Web
Experience Management (WEM) solutions therefore emerged to address these new
needs.
Let's discover the tools and capabilities a full-featured WEM solution can
bring to enterprises seeking a new level of control and flexibility in managing
their web presence.
What's in WEM
WEM capabilities build on web content management (WCM) tools used to easily
manage, edit and publish web content, allowing organizations to efficiently
keep sites current and compelling. WEM goes beyond these capabilities by providing
the ability to manage the entire experience visitors have online, by enabling
the delivery of targeted content and campaigns and providing advanced social
computing tools so visitors can also participate in online communities and interact
with other visitors, customers, the organization itself, and more.
Specifically, by implementing a WEM solution, enterprises can gain the tools
they need to:
Conceptualize: Close teamwork is essential to creating compelling site
content; however, collaborating across a large enterprise with disparate systems
and content repositories can prove challenging. With the right WEM implementation,
organizations can bring together content and team members from across the company
and from across the globe, with easy-to-use tools such as wikis and blogs, and
content integration capabilities for managing digital assets and making them
accessible.
Author: Robust WCM tools are critical for enabling organizations to
effectively and efficiently manage their content and campaigns online. These
tools should include tailored user interfaces that put marketers and business
users in charge of website content, while giving IT staff the flexible capabilities
they need to do their jobs effectively. Friendly user interfaces let non-technical
staff easily edit site content, in-context of the actual website layout.
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