Wednesday Oct 30, 2013

Multichannel Digital Engagement: Find Out How Your Organization Measures Up

This article was originally published in the September 2013 Edition of the
Oracle Information InDepth Newsletter ORACLE WEBCENTER EDITION

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?

The key building blocks for delivering exceptional cross-channel digital experiences are outlined below. 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 cause-and-effect relationships.

    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 speed-to-market. 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.


Monday Jul 29, 2013

What’s Going On in Digital Experience? The Latest in Key Trends

Guest Post by Stephen Schleifer, Senior Principal Product Manager, Strategy, Oracle WebCenter Sites

What’s Going On in Digital Experience? The Latest in Key Trends

As with many consumer-facing markets, digital experience tends to move pretty fast.  Just as organizations begin to get a handle on how, where and when to best engage with their target audiences in the digital world, things begin to shift again as consumers change their online habits.  However, there have been a number of trends that have been more or less constant over the past few years; some have grown steadily over time, others have been slow out of the gate, and then quickly reached a critical mass, but they have always been cornerstones of web experience management.  While the following is far from representative of everything that’s going on in this dynamic market, let’s take a quick look and see what’s going on in a few key areas:

Mobile Gets Practical

webcenter_sites_mobile.jpgMobile is an example of a digital experience trend that went from ‘might do’ to ‘must do’ in the space of a year (hello, iPhone), and has continued to grow in importance ever since.  However, whereas a couple of years ago organizations were still wondering how to best tackle the mobile experience (mobile web, mobile apps, mobile first etc.), we’re now at a place where organizations have a better understanding of each approach, and how to apply them to drive specific business outcomes, whether that be engagement, self-service or commerce.

When it comes to mobile site management, most customers we speak with are now viewing this as an integrated part of managing their overall online experience, while acknowledging that it comes with a distinct set of requirements that may need to be met separately, depending upon specific objectives.  They want to maximize efficiencies by reusing content and integrating site authoring and publishing processes across web and mobile, and by leveraging responsive design to cut down on site development and speed time to market.  However, they also want the flexibility of a web experience management solution that can provide as much support as possible for mobile-specific requirements when needed, from ease of mobile template customization, to device management.

Multi-channel Gets Back the Brand Site

Managing content and experiences across multiple channels has continued to be a tricky problem to solve.  Basically, as more online channels have emerged – from brand sites, to micro and multi-lingual sites, to email campaigns, through to mobile and social– the more complex content management has become for online marketers.  Meanwhile, against this backdrop of channel proliferation, the value and function of the brand site itself began to get called into question (remember the trend of companies dropping their .coms and moving to Facebook?). 

Easy creation and management of multi-channel brand sitesWhat we’re seeing now is the reassertion of the importance of the brand site; the idea of the corporate .com as a center point of digital experience.  The content that drives activity on other online touch points (email offers, social promotions, microsite landing pages) ultimately points back to the brand site, where all of these channels converge, thereby centralizing marketing processes such as lead capture or facilitating deeper brand engagement.

As a part of this effort, web marketers are looking to be able to access the content that is originating from other channels (regardless of where it is stored), from within the web experience management system authoring environment, and incorporate it within brand sites to produce a more unified, cross-channel experience.

Personalization Comes of Age

Personalization comes of AgeThe drive to personalize digital experiences has been an interesting trend to watch; it’s perhaps the one that has experienced the most hype over time, but it has also been the slowest to take hold, as it has taken a number of years for solutions to get up to where the market needs them to be.  Of course, personalization is a broad term, and it can encompass everything from targeting experiences to different customer segments, to making online search more relevant and intuitive through guided navigation, to providing tools that enable site visitors to tailor their own online experience.

One thing that is certain is that has finally reached the tipping point, where every organization we engage with has some sort of personalization initiative on their short list of digital experience priorities.  That said, not all organizations want to jump in with both feet, especially when it comes to areas like content targeting.  Some organizations are still choosing to start with smaller-scale experimentation, using specific pages or promotional sites as targeting test grounds.  Others are taking a more committed approach and are implementing content targeting throughout the web and mobile sites.  Meanwhile, a small, but  growing amount are investing in fully automated, predictive solutions.

This latter area is where we expect to see the most interest and growth in the coming year.  Web marketers are beginning to see the power of connecting the native targeting engines in web experience management systems to predictive solutions that can offset the labor associated with managing segmenting and targeting data through automation, while delivering higher success rates for metrics like click-throughs and conversions.


Thursday Mar 22, 2012

Stuck with Documentum Still? Do MORE with Oracle WebCenter!

Do you need to lower costs? Raise Productivity? Foster Innovation? Improve Online Engagement? But you’re still stuck with Documentum? Step away from the ledge – there is hope – let us help you.

Top 4 Content Imperatives
• Lower Costs - Reduce labor, maintenance fees, storage and electrical consumption
• Raise Productivity - Automation and integration, communication, findability
• Foster Innovation - Enable collaboration, expertise location
• Improve Online Engagement – enable user-driven, dynamic marketing initiatives

With the coming technology wave we see four content imperatives. Every organization has had to reduce costs, cost cutting has become a way of life. Everyone is working three jobs as positions are eliminated. And so we have to reduce labor, reduce maintenance, and reduce money we are wasting on things like storing content that is redundant or no longer useful.

We also, to fill that gap, need to raise productivity. Knowledge workers represent the fastest growing segment of the workforce, accounting for 40%-75% of the employees at organizations in sectors like financial services, life sciences, healthcare and retail. What’s more, their wages total 18 percent of the United States GDP. And so we can’t afford information systems that don’t let our top performers be the best they can be. We look to automate the content processes, provide ways to integrate that content into our processes, provide communication to make decisions, and to make content more findable so people can make the right decision and move the process forward.

And really to get ourselves out of the current financial status, we can only cut costs so far. We have to innovate out of economic tough times – to find new products and new markets. And to enable the innovation process, we have to enable collaboration and expertise location. So much of innovation is about building on innovations that have come before. To solve problems, we have to be able to find what our organization has already created. We find that problems we need to solve have already been solved if we can find the right document, the right person. So we have to provide systems that enable us to stand on the shoulders of our organization’s accomplishments.

Good content drives great marketing. Online engagement is growing as an absolute necessity for modern growing marketing organizations that require the business users be enabled for dynamic marketing content creation, updates and targeted content creation and management. Unfortunately –if you are currently stuck with Documentum, you are really lacking in your Web Experience Management capabilities. Documentum previously used FatWire for web publishing. Now FatWire is part of Oracle. Oracle provides powerful web engagement capabilities:

• Increase sales and loyalty by optimizing online engagement
• Create, manage and moderate contextually relevant, targeted and interactive online experiences
• Optimize customer engagement across, web, mobile and social channels
• Manage large scale multichannel global online presence with integration to enterprise applications
• Enable business users to control their content and make their own updates
• Publish content from native files – enable navigation of project documents, procedures, policy information
• Enable content display and updates from existing web applications – one click to drag and drop content management functionality
• So you get the ability to self-publish information and make it navigable, to move the process of publishing from IT to business users, and the ability to address a whole new area of user engagement with web experience management.

So… if you are still stuck with Documentum and don’t know what to do – contact us – not only will Oracle help you step away from the ledge, but also with the MoveOff Documentum program, we are offering you a way – trade-in your Documentum licenses for a 100% credit on Oracle WebCenter.

How’s that for a nice bonus? It’s time to stop maintaining Documentum, and to start innovating with Oracle WebCenter.  Learn More Here!

To learn more about what Oracle WebCenter can offer you today – join us for a webcast – your eyes will be opened to all that’s possible. Watch the Webcast OnDemand:  Do More with WebCenter: Extend Beyond Content Management

MOVE OFF DOCUMENTUM!!!


About

Oracle WebCenter is the center of engagement for business—powering exceptional experiences for customers, partners, and employees. It connects people, process, and information with the most complete portfolio of portal, Web experience management, content, imaging and collaboration technologies.

Search

Archives
« April 2014
SunMonTueWedThuFriSat
  
2
4
5
6
7
10
11
12
13
14
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
   
       
Today