A busy working mom checks her e-mail using her tablet on the train ride home from the office. An e-mail from her favorite retailer announcing a sale catches her eye. She clicks through the store’s website and ends up purchasing the perfect outfits for herself and her children for an event the following week. This experience is quick, easy and relevant—just the personalized shopping experience that she expects.
Giving people the best customer experiences possible is a business fundamental—one that has taken on more complexity in the digital era. While today’s chief marketing officers (CMOs) recognize the importance of relevance, many companies still lag in execution. Effective Web content management can help close the gap. And contrary to popular belief, implementing a digital marketing platform does not have to be a huge undertaking or significant investment.
Driving a more personalized experience through Web content management requires a good source of customer data, relevant content and the ability to adapt to the context being presented. It also requires automating processes to respond in milliseconds and cost efficiently execute at scale.
When accompanied by a thoughtful strategy and business transformation management, modern Web content management technologies can make it happen. So how do companies implement this capability efficiently and effectively?
Explore this point of view from Accenture Interactive and Adobe to learn more about how to bring together content and context to optimize the customer experience.