Delivering a compelling experience online is an exercise in story telling, messaging, branding and creative design, things that marketers have been doing well for a long time. Delivering a compelling experience online, securely, quickly and at scale, all while being able to experiment and react to new customer insights? Now, this is a whole new challenge. And, frankly marketers haven’t been doing this very long, and currently aren’t doing it very well. It is a whole new area of expertise that has very little to do with marketing, except for that fact that getting it right is fundamental to being able to share the message and the experience with customers.
Five years ago, maybe even two years ago, selecting a platform to build out your online presence was all about the features. Personalization, product management, integration capability, content management, etc were differentiating functions of the top platforms. Today, as those top platforms converge towards an RFP optimized set of commodity tools it may seem that they are all pretty much equal. In so much as they all offer the same backend tools with …read more