Today, companies are increasingly looking to personalize their digital content to provide more tailored experiences for their audiences. Traditional web content management (WCM) software does not necessarily incorporate this need for personalization and a contextually aware digital experience. Companies need to rethink about how they can make these experiences more personal—tailored for their users through the deft use of metadata and taxonomy.
From the birth of web, enterprises have been trying to deliver the right information to the right people at the right time, making it useful and actionable for demonstrating results. But the underlying issues are much more complex today. People expect to find anything and everything with just a few clicks. Our environment should be smart enough to understand our queries and context—and perhaps even our intentions. Through the following technologies, enterprises can build websites delivering richer experiences:
- Static Publishing
In the beginning, webmasters focused on editing static webpages and the links on those pages. Then came web publishing systems enabling editors, site contributors, and administrators to manage information contained within webpages on their own, without IT support. Soon after this, nontechnical end users started creating new sections of a site simply by replicating and modifying predefined templates that produced static page displays, which further led to WCM as a category.
- Dynamic Content Assembly
The latest WCM systems separate content from presentation and assemble self-contained chunks of information for multichannel delivery. In the process, content is dynamically organized for various devices. The same information is formatted for full-screen web browsers, tablets and smartphones. Content is readily integrated from disparate structured and unstructured sources, and mashed up to derive new set of information.
- Managing Web Experience
In order to make web content work correctly, a lot of intelligence has be added to the underlying information sources, including metadata as well as location-specific geo-codes coming from the devices themselves. Along with paying attention to publishing content correctly, underlying meaning and the "semantics" associated with it should also be focused.
It is also important to know when the efforts are successful. For this, it is essential to integrate tracking and monitoring capabilities into the underlying platform and to link business metrics to content delivery. The process begins with counting page views, search terms and site visitors, followed by tailoring metrics and reporting to the key performance indicators that drive business decisions. Digital experiences should be directly linked to measurable business results.
- Boosting Digital Marketing
Through web experience management (WEM), design engineers can browse through or search for product specification and options from their desktops, while contractors in the field can rapidly find answers to questions using a smartphone app. The information views are tailored to the tasks. In addition, end-to-end content distribution can also be managed.
- Shaping Customer Experience
The transformation from WCM to WEM goes way beyond the semantics of a product category. Today’s digital experiences are much more critical to businesses than they were a decade ago. These experiences can be boosted by WEM that includes capabilities to personalize and contextualize content for various work situations. WEM uses a wide array of content, metadata and metrics to stay ahead of the competitive curve. In addition, WEM also provides the ability to trace connections among the various pieces of information so that adding context and meaning to interactions becomes easier. Enterprises can choose from the available digital resources to mold the complete customer experience. It is not wrong to say WEM is fueled by the promise of the Semantic Web.
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