The Next Generation of Web Platform - Ross Jenner, Sitefinity CMS

The next generation web platform - a digital 'hub' to tackle a content rich and multi device environment.

Ross Jenner – UK Sales Manager

21st May 2014

So what did a web platform do?

1999

• Web Content Management

• Right content

• Right person

• Right time

Is Content still king today?

Marketing technology landscape

http://chiefmartec.com/2014/01/marketing-technology-landscape-supergraphic-2014/

Hot topics

Cloud

Multi-Channel

Omni-Channel

Rich

Media

Integration

Big

Data

Mobile

Personalised

Experiences

Mobile IS HERE – It’s Not “Coming” And it’s Certainly Here to Stay

• Mobile devices have revolutionised the

way we interact with the world

• It’s a fact…. the question we face is “how

to capture the opportunity that comes with

this disruptive force”

The Different Flavours of “Mobile”

Responsive Website Mobile Website

Device-Agnostic

Experience

Device-Specific

Experience

Mobile Apps

Responsive Design

• Broader reach and consistent desktop and mobile experiences

• Great for “top of the funnel” interactions(e.g. immediate access - no need to

download an app)

Pros • One version of website for all devices

• Naturally SEO friendly

• Coexists with other mobile strategies

Cautions • Fails for offline experiences

• Extensive optimizing and testing across all devices

• Native app platforms can be hard to integrate with Mobile Sites

Mobile Websites

• Tailored mobile experiences

• Good mobile experience is expected - cannot be replaced by having a

mobile app

Pros • Tailored experience for every device

• Less code = “lighter”

• Straightforward to create

Cautions • Forks the website to multiple versions

• Duplicate content

• Multiple URLs – not aligned with SEO best practices

Pros

• Multisensor interactions

• Location

• Camera

• Push Notifications

• Offline tasks – take notes, pictures, etc.

• Application Integration - maps, photos, codes scanning, etc.

Cautions • Different Platforms

• OS updates often require changes in the app

• Cost – development, testing, app management, analytics, etc.

• Customer Commitment – need to download the app

Mobile Apps

Mobile Apps – Web, Hybrid and Native

Reach of

Web Richness of

Native Efficiency of

Hybrid

$ $$$

Developing your Mobile Strategy - Some Basic Rules

• Take an iterative approach, not big bang

• Understand the Business Opportunity and Implications

• Make a Choice and adjust and expand as you learn

• Start small, but make sure you start

Personalised Experiences

Personalisation

• Using information you know about a site visitor to deliver a targeted experience.

• Sometimes split into: • Explicit – Something the user has told us

• Implicit - Something we have found out about the user

• The concept is not new but the barriers to entry are getting lower all the time

What do you know about a website visitor?

• Explicit • Profile Information

• Customer information

• Likes

• Previous Purchases

• Location

• Offline/other channel interactions

• Implicit • Device

• Location

• Pages Visited

• Visit Duration

• Search Terms

• Landing Page

• Social “Likes”

Personalisation - Some Basic Rules

• Web Best Practice

• Personalise for a reason

• Understand you audience

• Define goals and track progress

• Start small

• Keep it simple

• Don’t under estimate the effort needed

• Take advantage of the information you have

So what did a web platform do?

1999

• Web Content Management

• Right content

• Right person

• Right time

So what does a web platform do in 2014?

• Right content • Rich content

• Social/User generated content

• Personalised and optimised

• Amplified

• Right person • Based on what we know

• Who you are

• Where you are

• What you like

• What we think you will like

• Right time • 24/7 – all the time

• Instantly

• To any device

Sitefinity Web Platform - 2014

Usability that Empowers the Business User

Winning Mobile Experiences

Online Marketing That Boosts Conversion Rates

Complete Extensibility with a Fully-Exposed API

Integration With Adjacent Business Systems

Live Demo