Experience Delivers

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

Launching a multi-channel marketing campaign is no easy task.  Marketers must rapidly create and repurpose content for various web properties including landing pages, websites, microsites, and emails.  The campaign content will inevitably pass through multiple hands while the campaign team collaborates to discover new and interesting ways to engage with customers. Marketers are also challenged to track the performance of their campaigns, which must be continuously optimized to increase customer acquisition and engagement.  Managing the content and data associated with a campaign can be quite the challenge.  Before your next campaign, it is worthwhile to think about your approach to Consistency and Collaboration before the ultimate step: Getting the user to “Click”.

Consistency

Ensure content consistency across e-mail, landing pages, and websites.

If a customer encounters a marketing campaign with inconsistent messaging and content across e-mail, landing pages and websites it will poorly impact his or her web experience.  As we develop campaigns, the core message and brand strength will likely be diluted as we copy, paste and manually migrate content from a digital asset management system to an external website, to a social network, to an e-mail marketing platform…and the list goes on. After dealing with so many touchpoints, are you certain users will experience the content and message you expected?  The ability to coordinate an organization’s most valuable content among multiple platforms will save time and avoid creating content that is inconsistent with your brand.

Collaboration

Take advantage of workflows, version control, and tagging and search capabilities and collaborate to create the best digital marketing campaign possible.

Chances are, marketers work with multiple content teams to execute a marketing campaign. It’s important those teams can work together in an efficient, organized and cost-effective way. Taking advantage of the existing digital assets within an organization can expedite the speed of a campaign. From web copy to images, a successful campaign is typically built from a combination of useful digital assets.  Many of those assets can be repurposed from previous campaigns, while other assets are completely new. In either case, all the assets need to work together in concert to build brand and create emotional connections with customers that drive higher levels of engagement. 

The “Click”

Once your content house is in order, leveraging data from multiple sources can give a significant uplift to marketing campaigns. With the right data, marketers can segment and target audiences dynamically and personalize content much more efficiently. Moving beyond basic analytics, marketers can integrate data from multiple sources to gain deeper insights into user behavior aspects, such as search, location, shopping cart, and browsing history.

A great example is F+W Media. F+W Media is a publishing company that increased traffic from its email campaigns and realized a 350 percent increase in revenue per email year over year. An integrated approach to analytics and optimization was the powerful force behind their transformation. You can read more about their journey here.

As marketers look to improve the execution of marketing campaigns, a deeper integration among their organization’s marketing platforms is an avenue for a performance boost. The opportunity to jointly leverage digital assets, web content, analytics, and personalization tools can accelerate a marketing campaign and dramatically increase ROI. Instead of using a set of disconnected point solutions, marketers can and should leverage an interconnected web experience platform to drive more powerful brand experiences and demand responses.

Elliot Sedegah

Product Marketing, Adobe CQ

@esedegah