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Marketing across the Digital Ecosystem

In today's competitive and cost-conscious climate, your web site is a critical resource for connecting with customers. But it is only a part of your overall digital ecosystem, one of the multiple channels for building the buzz about your products and services, building relationships, and nurturing your customers through the buying process.

What you produce and deliver through your web site needs to be integrated with your email marketing initiatives, your online advertising buys, your search engine optimization capabilities, and your off-line sales activities. In addition to managing and publishing content, your web site should provide the capabilities to expand your online presence, attract prospects, and convert browsers to buyers.

Through the power of structuring conversations and assessing results, you add insight to your company's web site, and transform it into a customer intelligence engine.

Marshalling Content for Customer Insights

Publishing personalized content over the web is only the beginning in developing market awareness and deliver results. Certainly it's important to develop compelling content and script your customer scenarios.

Your website can tell you a lot about your customers. People's behaviors in the web world, in many ways, is the same as in the physical world. When someone browses in a store, you can learn a lot about their interests -- their tastes, their favorite colors, etc. The same holds true online. Every time a visitor comes to your site their behavior reveals what they are interested in and what their needs or pain points are.

You can turn browsers into buyers by providing them with the targeted content that answers their questions and helps them solve their problems. But along the way, you might face an explosive growth in content produced for your web site, so you'll need to manage it in a systematic fashion. Yes, web content management (WCM) matters more than ever before.

From a business perspective, the context for content delivery is important. Customer experiences must lead to measurable outcomes. You need to be able to easily capture these experiences and their results, and rapidly interpret them, in relation to your marketing objectives.


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