Trends Report

The Persuasive Content Architecture

Understanding How To Apply ECM To Marketing's Business Objectives

July 2nd, 2008
Craig Le Clair, Vice President, Principal Analyst
Craig Le Clair Vice President, Principal Analyst
Stephen Powers, VP, Tech & Services Portfolio
Stephen Powers VP, Tech & Services Portfolio
With contributors:
Kyle McNabb , Shelby Catino

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.