The Ultimate One-to-One Tool
O ver the past five years, marketing and advertising have undergone a radical paradigm shift. Aided by the proliferation of broadband, wireless access and the rise of search engines, it's now the prospect who seeks the business. With the media in their hands, consumers determine when, where and how to interact with a brand. In turn, marketers must meet consumers at their point of interest and promote a personalized experience.
As a company's Web infrastructure continues to grow, it needs a proper foundation upon which to build a personalized end-user experience. Improved production efficiency through the emergence of content infrastructure—especially when compared to human, non-automated alternatives—is needed to realize the benefit of these personalized solutions. Harnessing these valuable resources through dynamic Web site delivery systems that incorporate a content management solution, an internal search utility and a robust analytics tool allows companies to drive increased revenue, tighten client relationships and lower costs.
Managing content "information" —all digital assets, broadcast and offline collateral—efficiently through push vs. pull marketing is the answer. Traditional advertising, such as television, contextual and radio, are viewed as push-marketing rather than the pull-marketing associated with search promotions. Consumers control the messaging by searching and then clicking on the displayed marketing message that best fits their interest, all the while following a sequence of targeted information. And, in return they are receiving a personalized experience.
When Content Management Is at Odds With Search Visibility
Companies using content management solutions (CMS) now are attempting to use this process to cover records management, digital asset management and collaboration, as well as the typical document management, Web content management, and imaging—all of which contribute to the personalization of the end-user experience.
Content management connects end users to the content they're requesting while allowing the authors and managers of this information to maintain complete organization and control of the company's overall Web site and its content. While the CMS strategy provides faster delivery of information to users and spreads publishing permissions throughout the organization by facilitating the creation, storing, sharing, updating and approval processes, it does not produce a search-friendly environment. Personalized customer relationship management (CRM) publishing engines often are incorporated as part of a broader personalized solution. These publishing engines tend to use a form of session tracking for transaction control and user session management to systematize consumer personalization. This is important to keep in mind when an organization is developing an online presence because search engine spiders don't accept Web pages that include forms of session tracking appended to the URL string.