It should come as no surprise to seasoned marketers that the best results are achieved if they deliver messages when, where and how their audience will be most receptive. Today, your customers are taking to social media sites in ever-increasing numbers. They expect to find that your brand has an active social presence, and they want to connect with your brand on these channels.
Decades ago, there was a lot of discussion involving the paperless business. The predictions called for consumers to universally embrace digital billing, files that would reside only on hard drives and virtual catalogs that could be accessed through any computer. Although all of these have been implemented to some degree, not every consumer has been willing to ban the printed word from their lives.
As a marketing professional, you are undoubtedly aware that the landscape has changed rapidly in recent years. Consumer expectations have increased dramatically, especially when it is necessary to leverage technology to deliver the kind of engaging, personalized experience they demand. Choosing the right technology can be daunting, and it may make little difference if the implementation is poor or users fail to adopt it. Although Sitecore can be an effective and powerful marketing technology, it — like every other tool at your disposal — must be implemented properly and used correctly to achieve the desired results.
It has never been easier for marketers to compile massive amounts of data about their customers. Properly mined, this information can provide you with a wealth of new opportunities. However, if you have bad data, you will have poor results. At best, you will obtain low conversion rates. At worst, you can destroy existing relationships or anger potential customers.
Modern consumers are barraged with messages every time they venture online. They must wade through emails that are sent daily, ads that block the page view until the visitor clicks on them, pop-ups that demand attention and banner ads that can sometimes take longer to load than the content the visitor wants to see. They are receiving automated texts on their cell phones and posts from companies on their personal Facebook pages.
Today's consumers have more freedom to choose how to interact with businesses than ever before. Smartphones, desktop computers, tablets, kiosks, wearable tech and laptops are just some of the options consumers can choose to conduct research, make purchases or discuss a company's products, customer service or brand reputation. It has become increasingly common for customers to jump between devices as they progress through the various steps of their journeys from mild interest in a product to completing its purchase.
However, customers demand an experience that is engaging as well as seamless when they switch from one channel to another. This is where an effective content management system can help. Content management systems were once little more than a tool to make it easier to upload images and text. Over time, however, they have evolved to become the foundation upon which all Internet-enabled processes are built.
The quality of the information contained in your database, the innovative ideas your team members have and your commitment to be more productive without incurring additional labor expenses can all become meaningless without a means of viewing and sharing information. SharePoint as an ECM tool offers a variety of ways to view information that can be adapted to each user's specific needs.
In the online world, the marketing function of a business is more important than ever. Gone are the days of businesses competing with a handful of other companies in their local vicinity. Instead, they need to sharpen their most effective marketing tools in order to compete with thousands of businesses that are present right across the online world.