By Christie Flanagan on Sep 18, 2013
This article first appeared in the September issue of Oracle
WebCenter InDepth Newsletter.
Thanks to mobile and social technologies, interactive online experiences are now commonplace. Not only that, they give consumers more choices, influence, and control than ever before. So how can you make your organization stand out?
Oracle’s principal director of Product Marketing for Oracle WebCenter Sites,
lays out the key building blocks for delivering exceptional cross-channel
digital experiences. Also, a new assessment tool is available to help you
measure your organization's ability to deliver such experiences.
A clearly defined digital strategy. The customer
journey is growing increasingly complex, encompassing multiple touchpoints and
channels. It used to be easy to map marketing efforts to specific offline
channels; for example, a direct mail piece with an offer to visit a store for a
discounted purchase. Now it is more difficult to cultivate and track such clear
To deliver an
integrated digital experience in this more complex world, organizations need a
clearly defined and comprehensive digital marketing strategy that is backed up
by an integrated set of software, middleware, and hardware solutions.
Strong support for business agility and
As both IT and marketing executives know, speed-to-market and business agility
are key to competitive advantage. That means marketers need solutions to
support the rapid implementation of online marketing initiatives—plus the
flexibility to adapt quickly to a changing marketplace. And IT needs tools with
the performance, scalability, and ease of integration to support marketing
efforts. Both teams benefit when business users are empowered to implement marketing
initiatives on their own, with minimal IT intervention.
The ability to deliver relevant, personalized content. Delivering a
one-size-fits-all online customer experience is no longer acceptable. Customers
expect you to know who they are, including their preferences and past
relationship with your brand. That means delivering the most relevant content
from the moment a visitor enters your site.
To make that
happen, you need a powerful rules engine so that marketers and business users
can easily define site visitor segments and deliver content accordingly. That
includes both implicit targeting that is based on the user’s behavior, and
explicit targeting that takes a user’s profile information into account.
Ideally, the rules engine can also intelligently weight recommendations when
multiple segments apply to a specific customer.
Support for social interactivity. With the advent of
Facebook and LinkedIn, visitors expect to participate in and contribute to your
web presence—and share their experience on their own social networks. That
requires easy incorporation of user-generated content such as comments,
ratings, reviews, polls, and blogs; seamless integration with third-party
social networking sites; and support for social login, which helps to remove
barriers to social participation.
The ability to
deliver connected, multichannel experiences that include powerful, flexible
mobile capabilities. By 2015, mobile usage is projected to surpass that of PCs
and other wired devices. In other words, mobile is an essential element in
delivering exceptional online customer experiences. This requires the creation
and management of mobile experiences that are optimized for delivery to the
thousands of different devices that are in use today. Just as important,
organizations must be able to easily extend their traditional web presence to
the mobile channel and deliver highly personalized and relevant multichannel
marketing initiatives while also managing to minimize the time and effort
required to manage mobile sites.
Are you curious to know how your organization measures up when it comes to delivering an engaging, multichannel digital experience? If so, take this brief, 15-question online assessment and see how your organization scores in the areas of digital strategy, digital agility, relevance and personalization, social interactivity, and multichannel experience.
Spotlight Oracle OpenWorld Session - Customer Panel:
Using Oracle WebCenter Sites to Drive Digital Marketing Success [CON9424]
Featuring Choice Hotels, Panduit Corp., and TIAA-CREF
Tuesday, September 24, 12:00 PM - 1:00 PM
Moscone West – 2016
Every year the online channel becomes more imperative for driving organizational top-line revenue, but for many companies, mastering how to best market their products and services in a fast-evolving digital world with high customer expectations for personalized experiences can be a complex proposition. Come to this panel discussion, and hear directly from digital marketers how they are succeeding today by using Web experience management to drive marketing success, using capabilities such as targeting and optimization, user-generated content, mobile site publishing, and site visitor personalization to deliver engaging online experiences.