Full Disclosure: I am a technological dummy and could not code my way out of a paper bag. And I'm fine with that. As a marketing professional, I could care less about "technology". That is, at least, technology for technology's sake. But I do care about the benefits of technology and the results it can help deliver to the bottom line.
Take, for example, this Blog. I have no clue what's under this user-friendly interface. Probably a bunch of HTML mumbo jumbo and all kinds of this code and that code. What I do know, with a reasonable degree of certainty, is that if I use this Blog according to best practices I will:
- Have greater visibility to search engines
- Communicate our corporate message to more members of our target audience
- Drive increased traffic to our website
- Generate more leads for our sales force
- Deliver an acceptable return on investment (ROI)
Believe me, these things I REALLY care about. In fact, my job depends upon it. I bet yours does too, if you are a marketing professional like me and have online marketing objectives that must be achieved.
As for this Blog, the same goes for enterprise web content management- the technology of a system is far less important than how it will help me achieve my assigned objectives (and thereby keeping me gainfully employed).
Admittedly, when I started working for SDL Tridion I did not know much about enterprise web content management, nor the underlying technology. I still don't know much about the technology, but I have become an expert on the benefits of web content management and how a well deployed system can help me reach my business goals, like, for example, increasing conversion rates.
In addition to providing the benefits listed above, the best-in-class web content management system I use helps me do my job better and faster by providing me with:
- An online brand management solution
- An integrated multichannel marketing system
- Interactive marketing tools
- Email campaign tools
- Easy website personalization and target audience marketing
The more I work with the solution I am using , the more I realize that this is "not my fathers web content management system"... clearly it is something much more... probably better described as an integrated online marketing solution than an enterprise web content management system. Quite frankly, I am less concerned about managing online content than I am leveraging it. It's the leveraging of online content that produces the results.
I'll leave the technology to the technical gurus. As for me, I'm happy being a web content management dummy. What I really want is an online marketing solution that will help me achieve my online marketing objectives. And that's what I've got.
Powered by Compendium Blogware