SOURCE: Siteworx, Inc.

Siteworx, Inc.

December 17, 2009 09:53 ET

Lessons Learned: Essential Elements of Online Customer Engagement

Siteworx' Web Event Featuring Forrester Research, Inc.'s Senior Analyst, Stephen Powers

RESTON, VA--(Marketwire - December 17, 2009) - Siteworx, Inc. today announced key lessons learned from its December 10 live Web event, Essential Elements of an Online Customer Engagement Tool Suite. A recording of the event, featuring Forrester Research Inc.'s lead Web content management (WCM) analyst, Stephen Powers, moderated by Siteworx President Tim McLaughlin, is also available for download.

"From improving customer experience, to increasing sales conversions, to raising brand awareness, marketers, e-business and IT professionals need a strategy to cost-effectively apply the best tools and capabilities to optimize customer engagement on their Web sites," says Patricia Mejia, vice president of marketing at Siteworx. "In our latest Web event, Stephen Powers provided a clear and concise overview of the online customer engagement vendor landscape, with time-tested approaches to ensure the selection of best-in-breed solutions, while paying close attention to integration challenges and business objectives."

Following are key takeaways from the event:

1.  Continued fragmentation and the dynamic nature of the online vendor
    landscape will continue to impact marketers', IT decision-makers'
    and e-business professionals' ability to deliver a consistent,
    quality experience for customers across all channels

2.  Enterprises committed to persuasive Web sites should consider the
    5 Cs of Online Engagement:

    -- Customer experience -- ensuring a holistic approach to
       understanding customers' needs and how they are served through
       online channel
    -- Contextual -- applying explicit and implicit personalization based
       on the users' needs and expectations
    -- Consistent -- crossing all sites and channels; i.e., Web, mobile,
       email, print
    -- Community -- enabling integrated and easy access to user engagement
       tools such as polls, threaded discussions, access to social
       networks like Facebook and Twitter, etc.
    -- Consumer behavior -- measuring across all entities to empower
       business stakeholders with data to understand how content is being
       consumed and who is consuming it

3.  In spite of tough economic conditions and tight budgets, Marketers,
    e-Business and IT decision-makers remain committed to investing in
    the online channel

    -- A recent Forrester Research survey of customer experience
       decision-makers from North American firms with more than $500
       million in annual revenue finds 78% point to improving online
       usability as a major objective; 72% point to adding new online
       functionality; 64% are focused on support for the brand online
    -- Among IT decision-makers, 78% currently deploy, or are planning to
       deploy, online personalization and targeting capabilities, 72%
       deploy or are planning to deploy rich internet applications (RIAs),
       and 64% currently deploy, or are planning to deploy online audio
       and video

4.  E-business, marketing and operations groups still lack access to easy
    presentation management and a single view of how customers are
    interacting across all channels

    -- Content management vendors offer workflows, authoring tools,
       presentation management, multi-site and multi-channel management,
       rich media, search and archiving
    -- Enterprise marketing vendors offer campaign management, lead
       management, segmentation, optimization, targeting, micro-sites, CRM
    -- New breed experience vendors offer recommendations, rich internet
       application management, video analytics, data applications,
       user-generated content, compliance tool, classification and social
       monitoring

5.  Savvy online professionals and proven integration partners will
    benefit from a number of emerging developments

    -- Continued convergence across the vendor landscape -- Web content
       management and enterprise marketing solutions will continue to offer
       overlapping feature sets and will likely adopt new capabilities
       currently offered by new breed experience vendors
    -- Search will power significant improvements in user
       experience -- with WCM vendors integrating search solutions and
       vice versa, search is no longer just about helping people find
       information. Look for continued investment and innovation in this
       area.
    -- A mix of on-premise and cloud-based subscription models, will allow
       a "best-in-breed" approach in spite of tight budgets and steep
       integration hurdles

To learn more, contact Siteworx or visit http://www.siteworx.com/contact/. For the latest news and updates, follow Siteworx on Twitter.

About Siteworx, Inc.

Siteworx is an award-winning interactive agency with deep roots in Web content management (WCM), search and analytics solutions, and Web strategy. Through an unparalleled combination of design and technology expertise, Siteworx helps interactive marketers, Web strategists and technology leaders achieve measurable business results. By designing and building elegant, addictive and enduring Web and mobile experiences, Siteworx delivers improved online performance to an impressive roster of clients including NPR, the American Diabetes Association, National Geographic and U.S. News & World Report. Siteworx is a Microsoft Gold Certified Partner. For more information, please visit www.siteworx.com.

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