Internet use today requires new content management

Content Management Systems do not stand still. In particular, the systems aimed at publishing information via a website (Web Content Management - WCM) are changing enormously because consumers have started to use the internet in a different way. Consumers use social networks such as Facebook, Hyves or Twitter to give each other advice and discuss products and services

Content Management Systems do not stand still. In particular, the systems aimed at publishing information via a website (Web Content Management - WCM) are changing enormously because consumers have started to use the internet in a different way.

Consumers use social networks such as Facebook, Hyves or Twitter to give each other advice and discuss products and services. The flow of smartphones and tablets can not be stopped. More places where you as a marketer want to communicate with existing or potential customers. The WCM system plays a crucial role in this.

Everything revolves around offering relevant information. Google has based its business model on it. But websites offer many more opportunities to understand what drives the online visitor. The number of interactions is much greater. Here too we search, click and perhaps not (just) buy it. The underlying technology is capable of retaining that knowledge per visitor. This gives Internet marketers enormous opportunities to better understand visitors and enter into a dialogue based on the current information about the visitor. The website is therefore able to start a personal interaction at the right time. This can be specific information that helps the visitor, a question or a link to bring an offer to the attention again. The response to an interaction is immediately added to the knowledge about the visitor and possibly reused to start a meaningful follow-up interaction or to stop it.

Because of the open Internet standards, communication can also take place on websites that are controlled by other WCM systems. But also a reaction to a Facebook page, sending an e-mail or Twitter message are interactions. The orchestration of all those individual contact moments with online visitors about the various websites and social channels thus takes place from one place. This is important because it avoids as much as possible that the same interaction with a visitor is started up again in each separate channel. For larger groups with multiple independent brands or business activities, additional opportunities and opportunities arise. The current knowledge about individual online visitors and interaction opportunities can be used company wide for every online contact moment and ensure cross-pollination.

A WCM system has been able to publish generic content from a location to multiple online channels such as a website, iPhone app, iPad app or Twitter. New functionalities to add coordinated individual interactions across multiple channels or brands are groundbreaking. It gets more out of existing online investments, increases customer engagement on existing websites and ensures that companies are ready to communicate in several places on the internet. Existing and potential customers feel more at home and are more willing to share the positive experience.

The lightbox that immediately jumps on the first visit to hear what you think of a website or offers an action phone that you just bought on the site, is fortunately past.

Briefly summarize.

  • The CMS embraces the internet visitor
  • Consumers are everywhere on the internet
  • It is about personal experience and involvement
  • The visitor determines whether he makes the next step
  • The website knows how, where and when to respond

* Hans Willems works at Marketing GX Software