Web Engagement Management a.k.a. WEM is an emerging term that refers to how we manage content delivery and user interaction in order to engage with users to deliver a personal experience to them each time they visit a website. [endclip]Organisations whose websites treat each visitor as an individual, anticipate their needs and desires, and remember their preferences in order to offer them a unique experience will be at a significant competitive advantage over those who simply offer the same static content to all visitors.
A brief history of the Web
In the 90's and early 00's websites were still largely static entities, some of which may have looked fantastic, but where user interaction was non-existent or limited to a document download or email enquiry form. Although the term had been used as early as 1999 it wasn't until late 2004 that the term Web 2.0 gained momentum and became embedded at the O'Reilly Media Web 2.0 Conference. From this point websites started to allow users to interact, to publish user-generated content, to start and join in muti-way conversations and to create online communities. By 2007 things had moved on to focus on Content Management largely fuelled by ubiquitous social media usage, blogs and the advent of the modern Content Management System (CMS).
The present day
We have now reached a pinnacle where the latest developments in technology, advanced Web Content Manangement Systems and infrastructure mean that unprecedented opportunities exist for those savvy marketers and brand owners to seize upon. People's behaviour has changed how they consume media and purchase products and services. Rising consumer expectations mean a demand for a smoother, more personalised, relevant and timely content delivery. This can be acheived by using the latest breed of Web CMS platforms, such as our BarkWeb CMS, coupled with advanced analytics and goal / conversion tracking.
Getting long term, repeat customers
Nowadays too many people obsess about getting a single on site conversion. But look at the two examples below. Which is more valuable to your business?
Customer A
Spends £20 x 5 times per year
Value = £100 per annum
Customer B
Spends £75 only once
Value = £75 one-off transaction
Customer A wins every time! Clearly we need to look beyond the single conversion and start focusing on brand loyalty and converting customers into life-long, repeat clients. This means catering for a completely new user journey where the most relevant content is intuitively made available and where brand experience is as consistent as possible across multiple devices and channels.
Speak to us about what WEM can do for your business
Call us on 01323 735 800 for more information about implementing WEM within your business.