Why Read This
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.