Experience Delivers

Build brand, drive demand and extend your reach with web experience management

Five years ago we were talking about the mobile web. We talked about it as if it was something separate. And it was for a while. We started with WAP, moved on to mobile sites, and added apps. Today the discussion has changed. We no longer talk about the mobile web. We talk about the web, and it is mobile. The discussion has moved on to where we now we debate mobile first and contextual experiences.

Similarly, today we talk about the social web. We treat it as if it was something separate – an island. We tell people to go be social over there; and then we invite them back. Back to the mainland, to our .com pages, to purchase our products and services or consume our content. And we want them to tell their friends.

Three years ago, we were talking about mobile and the mobile web. As if it was something separate from the Web. It was. Briefly. Now we talk about the Web and it is mobile. The discussion has moved on to mobile first and what that means.

History repeats itself. Today we talk about social and the social web. My prediction is that in three years we will just talk about the Web and of course it is social. So lets look at our marketing history over the past ten years or so - the evolution of online marketing, the emergence of social, and the teams who do it. Where we’ve been. In hopes of understanding where we (as marketers) are going. All together now – this is social.

The Internet makes it easy for consumers to search for the products they want and compare on features and price. As a result, companies are often on a hamster wheel: acquiring customers as quickly as possible to replace ones that are constantly leaving.

To succeed in this environment, organizations need to focus on and invest in connecting with their customers and creating a community. 

Last October, Philips launched their Male Grooming platform across six countries. This launch was an evolution in their communication strategy from being product centric to consumer needs based. This was a shift from showcasing male grooming products and body shavers to facilitating discussion on self-expression and developing a community around male grooming. Their new sites include fresh blog content, “how to” information for creating your favorite look, and even an app that allows you to take a photo with your webcam and try on different styles. And, of course, information on the tools that make it all possible when you are ready to make a purchase decision.

Today we announced CQ5.5 Social Communities empowering marketers to bridge the gap between their social media efforts and owned sites through Facebook and Twitter logins, content targeting and personalization and plugin capabilities.

With Facebook hitting almost a billion users and their IPO poised to be the most anticipated tech-IPO in recent memory, marketers are wondering how they can make use of Facebook's power to reach their own goals. And with Twitter increasingly becoming the #2 traffic source after search, the question in the room is - how can we better leverage social media to connect to our customers, and to drive traffic and conversions?

blah blah balh