icidigital Solutions Data Migration Web Experience Management Custom Application Development Managed Services

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2 WYSIWYG interfaces & templates Document & content management Collaboration Publishing & syndication Scalability icidigital Solutions WYSIWIG Interfaces & Templates WYSIWIG (What You See Is What You Get) interfaces display website text and graphics during editing as they will look when published. This makes the creation and alteration of to instantly apply a certain look and functionality to a page, further increasing the speed and ease of content creation. Document Management Organizations at the enterprise level can produce an overwhelming number of documents in the process of content creation. WCM systems (WCMS) generally include organized. This often includes versioning, where each new version of a document is stored separately in a sequential fashion, permitting easy reversion to previous editions. Data Migration Web Experience Management icidigital helps enterprise organizations connect with their customers across multiple online channels through the implementation, support and training of Web Experience Management (WEM) solutions. Custom Application Development Managed Services Collaboration WCM solutions are often web- or cloud-based (rather than being hosted on individual computers) and permit access by multiple authorized users to the same document. This enables easy collaboration. Some advanced WCM solutions even allow simultaneous editing and creation for the same document by multiple users. Wor ow Management Web content must often go through multiple users before publication (e.g., original author -> technical editor -> copyeditor -> editor-in-chief ). A WCMS can enable Publishing & Syndication Once content has passed all stages of the editing process, a WCMS enables easy, often one-click publication onto the website. It can usually handle syndication (content distribution through and RSS and Atom feeds) as well. Scalability Most WCMS include the ability to add plug-ins or modules that add to their functionality. In addition, these systems can generally scale from one to multiple domains, and often allow for the creation of microsites and web portals. icidigital 920 Main Campus Drive Suite 400 Raleigh, NC

3 E NTE R WEM Clearly, a WCMS provides powerful content creation and publication abilities to marketers. But as enhance the targeting and optimization of content creation and distribution. These new technologies enable the implementation of systems that manage customers entire web experience, taking their individual needs, habits and attributes into account. The need for targeting and personalization has brought about the evolution of WCM into more customer-centered web experience management (WEM). In simple terms, WCM represents just content, whereas WEM represents content with added engagement. WEM is not a replacement for or an alternative to WCM, but rather an expansion and enhancement of WCM s existing capabilities. Thus, many solutions that were once primarily WCM and DAM (digital asset management) have been rebranded as WEM solutions, as in the case of Adobe CQ5 s evolution into Adobe Experience Manager. Adobe s products are used in several examples below, as the company has been ranked number one in the WEM space according to the latest Forrester Wave report. There is more to this evolution, however, than meets the eye, because WEM is more of an approach than a solution. WCMS are usually self-contained or extensible systems, like WordPress. A WEM strategy, Web Experience Management (WEM) is a redefinition or evolution of Web Content Management (WCM). Where WCM provides the foundation for collaboration by offering users the ability to manage content, WEM emphasizes the importance of the delivery of the aggregated content into a total Web Experience. WEM is not a replacement for or an alternative to WCM, but rather an expansion and enhancement of WCM s existing capabilities. approach to the production, delivery and analysis of content. WEM TOOL S In order to implement a WEM strategy, there are certain types of tools that an organization needs. A robust, extensible WCMS is one required tool, of course, but there are several others, including: Advanced analytics that divide customers into segments that share common interests or attributes, in conversions Personalization tools that automatically adapt content to the customer interacting with it Management tools for user- or community-generated content icidigital 920 Main Campus Drive Suite 400 Raleigh, NC

4 Social media tools for the management and enhancement of customer interactions and organization reputation Marketing campaign management (up to and including advanced marketing automation tools) Analytics produce endless amounts of high quality web content using a WCMS, but unless that content is written with the customer in mind, demonstrating persuasively that a product or WEM analytics tools allow organizations to bring together all measurable data about their customers and sort customers with similar attributes into segments. Using other WEM features, content can then be displayed to each customer depending on their segments. For example, an outdoor product company could create a segment for those interested in winter sports, and then adjust the website s theme, artwork, and featured products for customers within that segment. suggestions for website optimization. Personalization Tools The usefulness of analytics tools is limited if content cannot be personalized to individual WEM analytics tools allow organizations to bring together all measurable data about their customers and sort customers with similar attributes into segments. Using other WEM features, content can then be displayed to each customer depending on their segments. record of her past purchases, and so forth can be aggregated so that only products that have a high probability of being interesting are displayed to her. User-Generated Content Management User- and community-generated content can be a powerful part of an organization s marketing collateral. When customers see content generated by other customers who have more likely. Products like Adobe Experience Manager s Social Communities provide a way to blend customer ratings, forum feeds, customer-taken pictures, and more with premium marketing-generated content, encouraging higher levels of engagement. Social Media Tools WEM strategy often includes the management of interactions with customers through social media channels, as well as the use of these channels to improve brand awareness icidigital 920 Main Campus Drive Suite 400 Raleigh, NC

5 and reputation. Hence, many WEM systems include tools or modules that can be used to manage these channels from a single interface, in addition to allowing for automatic addition of sharing tools to website content. Many also enable customers to log into the site using their social media account information, which Marketing Campaign Management the tools by which it is executed, is the integration of diverse areas of marketing and content management. WEM systems enable marketers to integrate , marketing campaigns. When combined with analytics tools, this empowers works and what does not. Marketers can use this information to continually improve their digital collateral, particularly on the web. purchasing versions that can easily integrate with each other (as with Adobe Experience Manager and related products) makes WEM marketing much simpler and more powerful. WCM remains tools or have expanded into full WEM suites. About icidigital A leading solutions provider in the areas of web experience management and CQ5 managed services, icidigital has solved complex technical problems for enterprise clients since W H O C A N B E N E F I T F R O M W E M? Moving from WCM to WEM is not necessary or advantageous for every organization. Management of WEM systems requires some degree of organizational discipline, in addition marketing team must produce many variations of content and layout, test user behaviors on In addition, some organizations business model may not be well-suited to WEM. Generally, consumer segments. Smaller companies selling services or products to other businesses often do not require as robust of a personalization system especially because many free WCMs, such as WordPress, can be integrated with relatively inexpensive tools that provide A/B testing and simple analytics. For many organizations, however, WEM tools and systems will be quite useful as long as a strong content strategy and suitable personnel are in place. This is especially the case personalization to a large customer base. For these organizations, WEM solutions like Adobe Experience Manager can become an inestimably valuable resource. icidigital 920 Main Campus Drive Suite 400 Raleigh, NC