Making the Transition from Conventional Web to Contemporary Digital Experiences - OpenText TeamSite
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The document serves as a guide for transitioning from conventional web practices to modern digital experiences, emphasizing the importance of a contemporary web content management (WCM) platform in the mobile-first era. It covers the challenges of managing digital content, the need for personalized experiences, and strategies for effective digital transformation. The guide also highlights the critical role of omnichannel delivery and continuous optimization to meet the demands of today's fast-paced digital business environment.
Making the Transition from Conventional Web to Contemporary Digital Experiences - OpenText TeamSite
- 1. Making the Transition from Conventional Web to Contemporary Digital Experiences Key advantages of a modern web content management platform A HOW-TO GUIDE GET STARTED
- 2. MAKING THE TRANSITION FROM CONVENTIONAL WEB TO CONTEMPORARY DIGITAL EXPERIENCES A H O W -T O G U I D E Table of contents Beyond a Branded Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 The digital content explosion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Keeping up with the speed of digital business . . . . . . . . . . . . . . . . 6 Context matters when supporting business travelers . . . . . . . . 8 Digital transformation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 A digital transformation checklist . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 The Business Benefits of a Modern WCM Platform . . . . . . . . . 11 Profiting from digital experiences . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Modernizing a global travel business . . . . . . . . . . . . . . . . . . . . . . . 13 Distributing content across multiple channels . . . . . . . . . . . . . . 14 Experiencing an energy company through branded connections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Coordinating development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Syndicating and aggregating content through APIs . . . . . . . . . 16 Personalized content delivery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Content findability and searching . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Multiple modes to search for and find content . . . . . . . . . . . . . 18 Optimizing for design decisions and performance . . . . . . . . . .19 Creating and managing content for branded experiences . . 20 Channeling Digital Experiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 A roadmap for modernization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 How an insurance company personalizes safety information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Map customer journeys . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Identify the IT capabilities that support digital experiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25 Plan for enabling technologies to fill identified gaps . . . . . . . .26 When Business Transformation Drives Content Modernization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Raise the bar with alternative platforms . . . . . . . . . . . . . . . . . . . . 28 Get in Touch . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 2
- 3. Beyond a Branded Website Mobilizing your digital experience Like many web-savvy organizations, you’ve built a branded online presence that began by publishing marketing materials on a single website. Over time, you added e-commerce, search, and other digital capabilities. And along the way, you adopted a web content management (WCM) system to ensure that your line-of-business teams had the necessary tools to maintain this site on their own. MAKING THE TRANSITION FROM CONVENTIONAL WEB TO CONTEMPORARY DIGITAL EXPERIENCES A H O W -T O G U I D E 3
- 4. Yet as the business world continues to change, the focus has shifted to a mobile- first world. The number of connected devices, smartphones and tablets has exploded, replacing desktops and laptops as the top means of accessing the internet. This has changed the idea of delivering online experiences, from just catering to target audiences on PCs to marketing to people individually. In addition to connected devices, businesses deploy mobile apps and enterprise applications in different contexts. For instance, financial advisors use tablet-powered apps to discuss financial objectives with their customers, and then rely on PCs to assess portfolio options and prepare financial reports. If you want to capture the business value of digital experiences, you must engage your target audiences while they are mobile and as they work at their desks. The mobile revolution is the tipping point for modernizing your branded website. March 2015 marked the first time the number of mobile-only adult internet users overtook the number of desktop-only internet users in the U.S. SOURCE: “NUMBER OF MOBILE-ONLY INTERNET USERS NOW EXCEEDS DESKTOP-ONLY IN THE U.S.,” COMSCORE, APRIL 28, 2015. MAKING THE TRANSITION FROM CONVENTIONAL WEB TO CONTEMPORARY DIGITAL EXPERIENCES A H O W -T O G U I D E 4
- 5. The digital content explosion Whether your target audience relies on smartphones, tablets, or PCs, omnichannel delivery capabilities are a key requirement for a modern WCM platform. You must be able to easily deliver information that your customers, partners, and employees find relevant—via their preferred communication channels. Of course, managing web content is not a new challenge. Years ago, marketing and brand managers added this technology to create, maintain, index, and update content on company websites. Many organizations invested in a WCM system to alleviate dependence on IT, so that non-technical staffers could manage websites on their own. Now that your web channel has grown in importance, you are staking your claim in the digital marketplace. The amount of information you produce is increasing exponentially, and business teams across your organization expect to contribute content. Branded experiences can include an array of content—from rich media seamlessly blended with text-based articles, to images, sound clips, and video streams. There is a need to integrate information from external enterprise applications, and you must also be able to syndicate content to your channel partners, where your information seamlessly appears on their websites. The ways you produced content in years past just won’t work anymore. You have to modernize how you manage and distribute content across multiple devices and business situations. MAKING THE TRANSITION FROM CONVENTIONAL WEB TO CONTEMPORARY DIGITAL EXPERIENCES A H O W -T O G U I D E 5
- 6. Keeping up with the speed of digital business The content explosion and the mobile revolution both highlight a pressing challenge, which is that the relentless focus on digital experiences can test the capabilities of a traditional WCM system. This means that to remain competitive in the digital age, your WCM platform must: • Capture diverse audiences with amazing branded experiences • Personalize experiences to compete in the attention economy • Continuously test alternatives, incorporate updates, and optimize results So, if managing content effectively and efficiently is only one part of the story, what do you have to do to deliver a modern digital experience? You must be able to combine access to content with automatic alerts. Mobile audiences in particular, expect to receive notifications and content snippets about items of immediate interest. This means you’ll want to focus on personalization while you’re optimizing results. MAKING THE TRANSITION FROM CONVENTIONAL WEB TO CONTEMPORARY DIGITAL EXPERIENCES A H O W -T O G U I D E Gartner estimates that by the end of 2017, more than 90% of organizations claiming success at digitalization will regard their WCM software as a mission-critical component of that success. SOURCE: “DIGITALIZATION IS SHAPING THE FUTURE OF WEB CONTENT MANAGEMENT,” GARTNER, DECEMBER 21, 2015. 6
- 7. Personalization With so much content readily available, you must be able to personalize what your target audience receives, based on their current context. Pay attention to three aspects: 1 Explicit criteria—where predefined factors based on personal profiles and other sources lead to specific next steps within a process 2 Implicit criteria—based on background information, prior activities, and other inferred factors that influence results 3 Mobile-specific criteria—such as location, direction, acceleration, and other data generated by on-device sensors A contemporary content platform must be able to trigger personalized experiences based on all of these factors. Optimize Results Your ability to measure and monitor the success of digital experiences is key to knowing where to make changes and improvements. Are your customers, partners, and employees receiving the information they expect? Can you continuously collect data about the things that matter most for delivering great experiences? At the same time, you’ll want to frequently update your content delivery capabilities based on data about your audiences’ experiences. To keep up with the speed of digital business, it is important to rapidly turn data-driven insights into profitable and productive results. MAKING THE TRANSITION FROM CONVENTIONAL WEB TO CONTEMPORARY DIGITAL EXPERIENCES A H O W -T O G U I D E 7
- 8. MAKING THE TRANSITION FROM CONVENTIONAL WEB TO CONTEMPORARY DIGITAL EXPERIENCES A H O W -T O G U I D E Context Matters when Supporting Business Travelers When travelers browse a hotel site from their PCs during the workday or from their tablets late at night, they are most likely looking to make reservations. They automatically experience a shopping context. When they access the same site from an airport using their smartphones, these travelers probably want to know about their current bookings and receive automatic alerts about changes to their itineraries. They are in a traveling context. In this scenario, a travel agency can optimize its results by identifying key metrics and tracking travelers’ experiences. But these numbers alone, while necessary, are not sufficient. The agency must also be prepared to rapidly test alternatives and refine the various experiences. 8
- 9. Digital transformation Take stock of your current WCM system as you assess your opportunities for digital transformation. You have invested substantial time and money to build out a branded website, so you have the foundation for launching next-generation digital experiences. But you’ll want to carefully consider next steps. Determine where your current environment is useful and profitable. At the same time, identify the barriers to success. As you do, consider the outcomes for both people and processes. Be sure to develop a solid digital transformation strategy for both mobile apps and PC-based experiences. Focus on the results where you are able to enhance productivity, improve profitability, reduce risks, and transform the ways work gets done. MAKING THE TRANSITION FROM CONVENTIONAL WEB TO CONTEMPORARY DIGITAL EXPERIENCES A H O W -T O G U I D E 9
- 10. A Digital Transformation Checklist As you consider the flow of content across your organization: • Review high-value processes that support your brand • Identify opportunities to simplify processes and remove outdated steps • Investigate opportunities to integrate content from third-party sources to deliver seamless digital experiences • Determine where streamlined activities can successfully meet the demands for brand consistency and content delivery • Assess the impact of mobile apps where customers, partners, and employees access content in the field and “on-the-go” Of course, your organization has its own unique capabilities and issues. Zero in on these issues and examine where the right content can make a difference. MAKING THE TRANSITION FROM CONVENTIONAL WEB TO CONTEMPORARY DIGITAL EXPERIENCES A H O W -T O G U I D E 10
- 11. Learn more about how to: • Modernize how you manage digital experiences and attract diverse audiences to your brand. • Compete in the attention economy with personalized, customer- facing content. • Continuously test alternatives, incorporate updates, and optimize results. No! We stay high-level and talk about creating better customer experiences to be more successful on the business front. This is NOT a how-to guide for WCM software. We never mention WYSIWYG, page components, coding languages or anything else technical. It’s about how to keep up with the speed of digital business and the benefits of moving to a modern digital experience management platform. It’s a high-level, informative guide on how to help your business achieve more intimate and impactful digital relationships with your customers. Is this yet another guide to web content management? Thanks for reading the preview! Why should you sign up for the full guide? Download the guide or go to http://bit.ly/ModernizeDX
- 12. MAKING THE TRANSITION FROM CONVENTIONAL WEB TO CONTEMPORARY DIGITAL EXPERIENCES A H O W -T O G U I D E www.opentext.com/contact Copyright © 2016 Open Text SA or Open Text ULC (in Canada). All rights reserved.Trademarks owned by Open Text SA or Open Text ULC (in Canada). (07/2016)05118EN 29 Get in touch If you found the information in this guide helpful, let us know. If you found it lacking, we want to hear from you, too. And if you want to learn more about how we can help you, definitely get in touch! Here’s where to find us: engage.opentext.com/products/teamsite @OTEngage teamsite.mediabin@opentext.com