Sitecore oms

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An Insight - How Sitecore OMS can help win more customers on the web!

Executive Summary
A few years ago, when the Internet truly emerged as a strong alternative medium for
marketers, a number of channels & tactics on the Web took center stage to achieve
both demand generation & brand visibility. But the essence of all these tactics boiled
down to a destination - a landing page, a microsite, a questionnaire/poll, a webinar
promo, a piece of valuable collateral/download – the game was all about pulling
prospects & potential respondents to these destinations & then providing them
succinct takeaways albeit behind gates. Gated takeaways in any form that yield
demand or leads were, & to a large extent, still are ruling the roost on the Web.
But then Web marketers began to question the ROI of significant numbers in spends
on their brand/product/corporate websites. Their contention was – if takeaways &
destinations are all that give us demand/leads, why do we focus on our websites?

Analytics, Automation, Website Return On Investment (ROI)
tracking – one tool?
To counter this somewhat from a business as well as industry perspective, web
analytics product suites started ramping up furiously on their capabilities. It was
evident that marketers needed more actionable information more readily – beyond
slice & dice reports showing geographical audience spread & most visited content.
Thus, the likes of HBX, Omniture & WebTrends went about their products fashioned
to provide advanced capabilities such as usability metrics, visitor trends by
downloads, journey/goal mapping based on cross section sampling of website
visitors. So did Google.
On the other hand, there has been a recent surge in the penetration & adoption of
marketing automation products such as Marketo & Eloqua. These products, available
to boot in SaaS modes, can lend more teeth to the marketing (read partly CRM) &
sales effort by getting integrated with websites & CRM systems, automate outbound
communication to leads based on rules & nature of enquiries & further the lead
nurturing & scoring process based upon history & frequency of outbound
communication.

Call us at: North America: 1-877-EDYNAMIC (339-6264)
India: +91-11-26384306-07
Email: contact@edynamic.net
Visit us at: www.edynamic.net


But for the web marketer in 2010 & going ahead, the need still remains of a tool that
largely brings together the efficacy of a good Web analytics tool, a marketing
automation product & a ROI estimator while retaining the robustness of a tool that
will exchange hands right from your website content producer & creative designer to
your SVP of Marketing. Finally, ease of use of such a tool is the icing on the cake.

Sitecore Web Content Management System – the Online
Marketing Suite (OMS)
This brings us to Sitecore CMS & the rip roaring addition in their latest version – the
OMS. Here’s a quick look at what Sitecore’s OMS does for marketers & website
managers:

Visitor Experience Analytics: Do you have an integrated understanding of who your
visitors are and what they want to accomplish? Who is on your site? Would you like
to be able to quickly understand the profiles of your visitors based on their user
behavior and browsing interests? Sitecore now makes content profiling a natural
extension of what your content editors do when developing new content. The
feedback is immediate, and gives you the ability to adjust content profiles rapidly,
evolving as you learn about your visitors and their behavior. With this newfound
knowledge, a whole new world of understanding is open to you.

Real-Time Personalization: Can you adjust your site real time to the profiles of your
visitors to achieve higher conversions? Would you like your websites to actually
adjust the content real time as a profiled visitor progresses through your site,
providing true dynamic and targeted user experiences? Would you like to be able to
control those experiences just like you manage content on your site today?
With Sitecore’s Online Marketing Suite, this isn’t an expensive, complex process with
aroom full of experts coding for weeks and months; it’s simple check boxes, slider
bars and intuitive rules wizards.

Get the real ROI of your campaigns: Would you like to fully understand online
campaign results, identify the experience and responses visitors had on your site,
and get to a much more meaningful ROI?

India: +91-11-26384306-07


With Sitecore’s OMS you have an unprecedented ability to gain immediate insight
into seeing the website goals and conversions accomplished by each campaign,
down to the individual session level.

Sales Team Enablement with Web Prospects: Sitecore’s OMS transforms your
website into an extension of the Sales team by identifying new and active prospects
on the site, detailing the experience in understandable terms, and immediately
providing this intelligence to Sales. With our GeoIP tracking abilities, your Sales team
will know the lead’s country, state, city, and registered company name, automatically
correlated with the resources downloaded, pages visited, forms completed, and
social content contributed.

Simply Get Results: Now with Sitecore’s Online Marketing Suite you won’t have the
implementation risk and costs of complex “tool initiatives” for your website. The
Online Marketing Suite gives you the power to take well informed action. You’ll be
able to more deeply understand your site measurement and analysis and be able to
easily Implement testing and optimization of critical content and presentation options.

Is the Sitecore OMS a game changer?
Whether or not the OMS is a game changer remains to be seen over the next year or
so when its adoption by Sitecore customers will be key. However, the OMS has
enough going for it already to at least alter the rules of the game & force Web
marketers to seek their next website revamp to include OMS while clearly showing
how they will measure ROI on website spend. Here’s how:

The OMS compels you to leverage your own website & other digital content
platforms like ad serving & content network engines: Push an ad here, rotate the
banner there, add a new product release PR on 10 sections – all in an hour’s work.
No media planning needed, no head banging your IT team, your designers or
website partner. That is the power of real time analytics that OMS delivers in
conjunction with Sitecore CMS’s multi-platform, multi lingual content publishing &
localization capabilities for websites.

India: +91-11-26384306-07


To hell with gated takeaways: Sitecore OMS boast of GeoIP tracking that can be
used to track ROI on any Web advertising or marketing initiative not just in terms of
leads/sign ups but in terms of in depth analysis of visitor behavior, history of visits,
preferences & sources of these visitors. So the OMS not just empowers you uniquely
on your website but on other destinations on the Web where you are spreading your
campaigns. Unbelievably, the OMS also provides you ‘clustered’ dumps by visitor
profile/geography of your website content being shared on social networks!

Lead Scoring & Nurturing: The OMS integrates with leading CRMs. By providing lead
information along with details of pages visited, forms filled, content downloaded &
shared socially, the OMS provides as comprehensive a snapshot of a prospect as a
marketer/sales rep can hope to get. What’s even better is that once you have a
snapshot of leads, you can further configure OMS by rules to direct these leads
(depending on their maturity and/or urgency) to either your marketing team for further
nurturing or your sales team for direct, informed engagement.

The Sitecore OMS is here to stay & make deep inroads into Web marketing territory.
It has the power to make marketers revisit their websites with gusto & make them
discover that there’s so much more that they can do on their very own turf!

India: +91-11-26384306-07

Sitecore oms

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