Document Controls
For Content & Collaboration Professionals
| Primary Analyst Photo | Document Information | Rate this Document |
|---|---|---|
|
July 2, 2008 The Persuasive Content ArchitectureUnderstanding How To Apply ECM To Marketing's Business Objectivesby Craig Le Clair, Stephen Powers with Kyle McNabb, Shelby Catino |
Average: 10
(3 ratings)
|
This is an excerpt
Executive Summary
Customer experience expectations rise each year as customers want faster responses to requests, more conversational interactions, and more relevant content. Marketers now find themselves under pressure to better manage content associated with their outbound (whether interactive or print) and inbound customer interactions (whether received online, via the call center, or through an unstructured format. such as a form). Enterprise content management (ECM) systems remain largely disconnected from the marketing technologies and services used to support marketing's outbound and inbound channel needs. And IT does not always understand marketing's context and goals, which further compounds the problem. Information and knowledge management (I&KM) professionals need to view ECM in the overall marketing context and consider an integrated persuasive content architecture framework to bridge the contextual and semantic gaps.
TABLE OF CONTENTS
- Marketers Need I&KM Help To Get Their Message Heard Across Multiple Channels
- Embrace A Persuasive Content Architecture To Align ECM With Marketing Needs
- Persuasive Content Will Drive Future Innovation
RECOMMENDATIONS
- Use The Persuasive Content Architecture When Applying ECM To Marketing
- Related Research Documents
This is an excerpt
Buy Risk-Free
Price: US $499
Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.
Already a Forrester Client?
Log in to read this document.
