Every few years marketers coin a new phrase that starts to stick. The next thing you know you're throwing the phrase around like an old dodgeball (the old kind that was made of hard rubber and really hurt when it smacked you in the face). If you know the phrase, it doesn't land hard, but if you don't, you look a little silly nodding your head like you understand while your brain tries to decode it. Today's phrase is "Web Engagement Management."
In a nutshell, if web content management was Barry Bonds before "supplements," web engagement management is Barry Bonds after. Web engagement management (WEM) has web content management at its core but extends on that core by adding measurement and personalization. It also ties in social media, lead generation, and testing best practices. CMS Wire has a nice article about it: The 5 Pillars of Web Engagement Management. What does this all mean? It means your job as a marketer is about to get harder and more confusing... at first, anyway.
WEM is about observiing, measuring, and responding to your website visitors' behaviors. It is about knowing them and targeting content that is highly relevant and gets them to convert more often. But that's fairly standard stuff when it comes to website marketing. We've been doing that a long time, so what's different? WEM, as a tool, brings together previously disparate technologies to capture and manage the distribution of leads, personalizes the visitor experience by pulling external profile data, and manages the new two-way, three-way, or X-way conversations from outside social channels (Twitter, Facebook, LinkedIn, etc).
This is where website marketing has always been difficult. Plugging into external systems is expensive, difficult, and often takes a great deal of time to build. In addition, having the broad vision and understanding of how all these puzzle pieces fit together is not typically in the standard marketer's toolbox. The great direct marketing folks (whether snail mail or email) get it and don't have much trouble making these connections. Those who have more focused or single channel roles, though, will have a harder time seeing this large marketing maze in their minds. So, there is a lot of learning to do.
The bad news is that web content management toolsets who claim to be evolving into web engagement management don't make it easy... yet. There are tools available that offer these types of integrations but they are typicallly reserved for the big guys with deep pockets and they are still separate tools. If you are one of these big guys, then good for you. For the rest of us, we'll probably just need to wait a bit longer until the tools have caught up with the need or jump in, get your feet wet, and start learning now.
The goal to all web content management software companies, inclluding Marketpath, is to build web engagement management into the core of their systems and to simplify the difficulties of execution. It willl take a few years before all the kinks are worked out and the systems operate in a standard simplistic fashion. But if you wait until then, you will very likely be leaving money on the table. Get started now and work with the tools available. Your early adoption now will mean experience and better decision making later when all the other marketers are just getting started.