digital marketing eCommerce connectivity & hosting content management web 2.0 & social media
your Website, your Opportunity
We all feel overloaded with messages from organisations trying to communicate with • Optimisation – optimise customer data for increased campaign effectiveness
us. The noise created by advertising and marketing, both direct and online, leaves by sending the right message to the right person at the right time through the right
consumers bombarded, but when someone visits your website it means they are actively channel.
choosing to give you their full attention for a moment. In this brief moment of consent,
• engagement – increases the responsiveness of customer engagement to positively
your challenge is how to make the most out of this gifted opportunity.
impact campaign success rates. All attained by building interactive website that
And the window of opportunity is tiny. You have just a couple of moments to engage, integrates with marketing communications in a modern web content management
persuade or educate before the visitor’s cursor clicks on the back button to pick out a system.
competitors’ message from the millions of search results.
• environment – a ‘green’ approach to business is now a competition point in some
So your website has a lot relying on it. Irrespective of the nature of your organisation, industries, for your organisation it could mean less carpet bombing, waste paper,
your website is the primary communications channel chosen by consumers. It’s where merchandising as more effective communications take their place.
a potential customer starts their research, where citizens go first to find information on
• seO – Increase effectiveness and save money with a good web content
services and where readers look first for their news. It defines how your business operates,
management system that generates SEO friendly content automatically.
its culture, its brand, its products, people and the quality of service you provide. The
website needs to meet the demands of each visitor whilst exploring how analytics can By integrating these key areas of marketing you will directly improve your relationships with
measure and report back into sales and marketing so to better improve new visitor each new website visitor, allowing you to gain the maximum value from each interaction.
relationship opportunities in the future. Simply put, by integrating your website with your marketing systems, your organisation can
be the one to cut through the noise filled marketplace to create a whole new world of
A good content management supplier understands this. The best systems will allow you to
opportunities.
get the most from every web opportunity by integrating your website with other aspects
of marketing to combine the intelligence of multi-channel analytics with web content Alterian’s analytically-led software is delivered to approximately 1,000 marketing
management for dynamic execution. This will allow you to focus on engaging your departments, across 26 countries, and an international network of more than 100 business
audience and publishing good, consistent, optimised content with workflow across all your partners, including marketing services providers, agencies and systems integrators. Its
electronic channels partners, such as Accenture, Acxiom, Allant Group, Cap Gemini, Carlson Marketing,
Experian, Epsilon, InfoUSA, LogicaCMG, Merkle, Ogilvy One and Euro RSCG Worldwide,
Key amongst the areas that need addressing as part of any integrated marketing
deliver Alterian software alongside their own domain and services expertise to help market
approach designed to maximise the effectiveness of your on and off-line marketing are:
leaders such as Princess Cruises, General Motors, Zurich, Astra Zeneca, HSBC, Limited Too,
• analytics – using customer and prospect intelligence to identify the hidden value AEGON, Avis, Worldwide Wrestling Entertainment, Dell, Amnesty International and Vodafone
in your customer and prospect databases. This intelligence can be leveraged for integrate marketing processes and drive competitive advantage.
better targeted, more relevant communications that in turn increases opportunities
Visit alterian on stand e6000.
to the web.
andy peart – Vice President of Marketing - UK, EMEA, Australia, Alterian
• segmentation – use analytics and database combined to better identify customer
segments that are most likely to respond, saving you money and time.
• single database – one unified database that contains all available marketing
data to improve accessibility, saves time and avoids costly duplication and over-
communication of content.
Content Management
Internet World is a great barometer. A measure of supplier confidence, an indicator of Increasing revenue through the delivery of a richer, more personalised, more interactive
client engagement (and spend) and, perhaps most importantly a forum for sharing content experience which results in a content user upgrading an online subscription is one
exciting new ideas. example of this. Another example might be the delivery of real cost savings within a call
Social networks and online communities are undoubtedly at the heart of this industry.
centre by providing an online experience that enables a much higher proportion of either
Hearing the word of mouth rhetoric and meeting face-to-face with the real experts in
queries to be resolved and/or upselling undertaken online, therefore reducing the number
our industry (the end users), is also important if you want to really get a feel for what is
of operators required. Higher levels of online customer engagement don’t really cut it any
happening.
more unless this engagement translates into something more tangible.
So what are these experts telling us from a Web Content Management perspective?
The positive effect of economic downturn on WCM appears to be happening because
casual spending on great new technology, just because it is new and may be great, is no
Economic downturn there may be, but abatement in spend on WCM there ain’t. While longer acceptable to project stakeholders. Interestingly many of the WCM Requests for
procurement processes for WCM projects are often now more involved and end users Proposals that I have seen recently seem to reflect this view. They include, rather than just
more selective, WCM ‘consumers’ are recognising more than ever the importance of generic statements about the objectives of WCM procurements, specific financially driven
embracing and realising the efficiencies that this technology can bring rather than just targets and associated metrics to ensure the achievement of these targets.
focusing on product features and benefits.
While carefully selecting the best WCM technology available is still important (mainly due
For many industries and business areas economic downturns can be very damaging, but to the plethora of ‘me too’ products in the marketplace), real differentiation is inevitably
for the Web Content Management space economic downturn seems to be having a derived by what you do with the technology once you have it. Or to put this another way,
positive effect. choosing a WCM product is often the easy part, maximising the value that this investment
With ‘consumers’ thinking more about investment of any type, when they do take the
can offer is the clever part.
plunge they want to see real returns. Not theoretical, anecdotal or unqualified promises Auros deliver complete content-managed web solutions, with the experience and track-
of financial grace, but real demonstrable business benefits. WCM presents a unique record of success to back up a comprehensive capability to advise, train and support.
opportunity to deliver such benefits and quite often without significant additional Through innovative design and cutting edge technology we help our clients to achieve
investment. The business case is typically self-evident from the compelling Return on measurable business benefits and the best possible return on their investment.
Investment that WCM delivers. While the most obvious (but quite often the smallest)
benefit is a lower cost of creating and maintaining web content (i.e. less people resource
Visit auros on stand e8005.
required) the bigger prizes are won by also focusing on how web content will be used dominic Mills – Managing Director, Auros
once delivered.
30 www.internetworld.co.uk
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