I remember the times, when website content management systems or CMS as the tools for building and managing websites were pretty rare and only large organizations could get the benefits of website CMS platforms for their web initiatives. However, the IT technologies develop and evolve so rapidly, that it now seems that a single blink of an eye was enough for the Internet industry to produce a whole bunch of both proprietary and open-source web CMS solutions. Now, when such words as Joomla, Wordpress and Facebook have gained their presence even in the lexicon of those web users, whose typical interests about using Internet go just a bit beyond reading home rent ads, web content management shows the signs of further evolution, starting a new age in the way people deal with websites. This new era is introduced with a new acronym - WEM, standing for Web Engagement Management.
As defined in the article on WEM in the CMS Wire online magazine, WEM is an evolution, not a revolution, but it is all about engaging visitors into the process of content management on a particular website, “giving them voice and a response”. Indeed, websites are no longer static places to post a company’s profile and a catalogue of products or services. Now, for the site to be successful it should give visitors an opportunity to interact with the company, product or service it represents, in a very progressive way, which goes far beyond simple clicking the links and submitting online forms. Integration of the websites with social networks, such as Twitter or Facebook, and RSS feeds are, perhaps, the earliest signs of web engagement management.
The experts of Internet marketing have already formulated the basic five principles of web engagement management. These are as following:
- Content optimization (content has been known as a king for ages, but now it is time to create content in a highly sophisticated way with the current requirements and expectations of the target audience in front of your eyes and massive load of analytics and research and SEO behind your shoulders)
- Multi-channel management (websites are not only for computers anymore; with more and more handheld devices, full-featured mobile phone browsers, iPhone and iPad devices, both using and managing websites simply needs to become multi-channel, remaining consistent at the same time)
- Conversational engagement (the ability of visitors to communicate with the community is an important component of WEM concept, which is realized in practice through website integration with multiple social networks, micro-blogging, commenting and other forms of user-generated content)
- Demand generation (WEM goes hand-in-hand with internet marketing, aiming to increase the effectiveness of website in selling products or services by helping business to recognize needs and demands on the market)
- Sales automation (sales needs to go online and WEM concept is much about two-way CRM, social CRM, and other progressive methods of interacting with consumers and clients)
So, to sum it all up, in the nearest future we are about to see the new level of integration and cooperation between website content management systems and internet marketing. The conceptual strategy of web engagement management is definitely on its way to represent a new way of business-clients relationships via the online channels.
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| Mykola Stepanyuk |
| Posted:May 19, 2010 Subject: Web Engagement Management – a Future of Website CMS? |
Comment |
I remember the times, when website content management systems or CMS as the tools for building and managing websites were pretty rare and only large organizations could get the benefits of website CMS platforms for their web initiatives. However, the IT technologies develop and evolve so rapidly, that it now seems that a single blink of an eye was enough for the Internet industry to produce a whole bunch of both proprietary and open-source web CMS solutions. Now, when such words as Joomla, Wordpress and Facebook have gained their presence even in the lexicon of those web users, whose typical interests about using Internet go just a bit beyond reading home rent ads, web content management shows the signs of further evolution, starting a new age in the way people deal with websites. This new era is introduced with a new acronym - WEM, standing for Web Engagement Management.
As defined in the article on WEM in the CMS Wire online magazine, WEM is an evolution, not a revolution, but it is all about engaging visitors into the process of content management on a particular website, “giving them voice and a response”. Indeed, websites are no longer static places to post a company’s profile and a catalogue of products or services. Now, for the site to be successful it should give visitors an opportunity to interact with the company, product or service it represents, in a very progressive way, which goes far beyond simple clicking the links and submitting online forms. Integration of the websites with social networks, such as Twitter or Facebook, and RSS feeds are, perhaps, the earliest signs of web engagement management.
The experts of Internet marketing have already formulated the basic five principles of web engagement management. These are as following:
- Content optimization (content has been known as a king for ages, but now it is time to create content in a highly sophisticated way with the current requirements and expectations of the target audience in front of your eyes and massive load of analytics and research and SEO behind your shoulders)
- Multi-channel management (websites are not only for computers anymore; with more and more handheld devices, full-featured mobile phone browsers, iPhone and iPad devices, both using and managing websites simply needs to become multi-channel, remaining consistent at the same time)
- Conversational engagement (the ability of visitors to communicate with the community is an important component of WEM concept, which is realized in practice through website integration with multiple social networks, micro-blogging, commenting and other forms of user-generated content)
- Demand generation (WEM goes hand-in-hand with internet marketing, aiming to increase the effectiveness of website in selling products or services by helping business to recognize needs and demands on the market)
- Sales automation (sales needs to go online and WEM concept is much about two-way CRM, social CRM, and other progressive methods of interacting with consumers and clients)
So, to sum it all up, in the nearest future we are about to see the new level of integration and cooperation between website content management systems and internet marketing. The conceptual strategy of web engagement management is definitely on its way to represent a new way of business-clients relationships via the online channels.
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