The Pros and Cons of a SaaS CMS

pros.cons

A Software-as-a-Service (SaaS) Web Content Management System (CMS) exists in a multi-tenant, fully cloud hosted and managed environment. Pricing for a SaaS Web CMS is usually based on a per-user and/or per-site basis that usually incorporates a baseline amount of data transfer (i.e., bandwidth to and from your site) and storage (for your content). SaaS CMS is not to be confused with Platform-as-a-Service (PaaS), which is a single tenant system that requires more maintenance but also enables much more customization. Also don’t confuse SaaS with a “Managed Services” cloud solution for a CMS that is just a regular on-premise CMS deployment that may run on cloud infrastructure and be managed by a third-party, but provides none of the cost, agility and scalability benefits of a SaaS approach.

In this post, we will focus on SaaS. The following list of pros and cons will help you make the best decision for your enterprise.

Pros of a SaaS Web CMS:

1. Costs are kept Low

Because SaaS CMS is based on a subscription model, users are not faced with a large licensing fee upfront. In most cases a SaaA CMS project entails a small setup fee which covers the cost of a basic implementation.

2. IT Staff Unburdened

Your internal IT staff will no longer feel the burden when a support issue arises. Instead your SaaS vendor will take care of any issue, and typically at no additional cost. Also, upgrades and maintenance are automatically done by the SaaS vendor.

3. Accessible

SaaS CMS is a virtual product which means it can usually be accessed from any computer, tablet, or mobile device as long as an internet connection is available.

4. Easily Add-On More Users and More Sites

With a SaaS model, you can easily add new users as your team grows, and as your content needs grow. Similarly, adding more sites is as easy a click of the button as you want to spin up new sites — microsites, campaign sites, landing pages, etc. With a multiple-user and multi-site model, your price depends on the number of users and sites with access to the system. So you are only paying for what you use.

5. Up-to-Date Software

With SaaS you can count on new features being added in real time. The latest features and innovation are typically available to all users at no additional costs.

6. Security

As your SaaS vendor handles all the development and QA, you never need to worry about malware or buggy add-ons to the CMS. If the SaaS vendor releases it as a feature add-on, you can feel confident that it won’t expose your site to security threats of any kind.

7. Support Included

Support is included in the SaaS subscription so you can rest assured that any issues will be addressed promptly and effectively. With a multi-tenant architecture, if an issue is affecting one customer, then it’s probably affecting all customers. So the SaaS vendor is extra motivated to resolve all reported issues promptly and effectively. This also means you benefit from issues found by other users of the SaaS CMS, leading to a more robust CMS for all.

8. Implementation Speed

Launching a new website is faster than ever since the CMS is already deployed in its underlying cloud infrastructure. There is no setup and configuration for your Dev, QA, and Production sites. As a result, a SaaS CMS is much faster than traditional web and mobile app development.

Cons of a SaaS Web CMS:

1. Internal Control

Because IT departments are so used to have complete control, it can take a second to get used to a new system where  SaaS CMS platforms are built and housed in cloud infrastructure.

2. Subscription Fee

There are “free” and “freemium” systems available so it can be startling at first for smaller enterprises to choose a model with a fee. However it is up to you to decide if the value of the SaaS platform is worth it to your business.  Keep in mind the subscription costs include support too.

3. Closed Development

SaaS CMS platforms are typically proprietary systems that are under complete control of the vendor, and so they don’t allow for the benefits of an open source type development model. Crafter Cloud is one major exception in the industry, as it is a SaaS CMS solution that benefits from the open source development of Crafter CMS. Also, a SaaS solution does not allow for heavy customization (e.g., does not allow back-end code changes) because a multi-tenant infrastructure is, by its very nature, shared across all users. Again, Crafter Cloud is one major exception in the industry, as we provide a unique, secure, isolated development environment based on the Groovy scripting language that enables all kinds of custom development, all without sacrificing the benefits of a SaaS model. So your enterprise can deliver truly unique, branded, personalized experiences.

SaaS CMS solution can be ideal for certain applications and not so great for others, but it is up to you to consider the needs for your team and enterprise when determining different CMS options to find the solution that best fits your project.  Not one CMS platform is the universal choice for all websites and mobile apps, but a true SaaS CMS makes a strong case in most projects nowadays, so be sure you include it in your list of options.

To learn more about Crafter Cloud, the the groundbreaking SaaS Web CMS, visit craftercloud.io. If you need help determining which CMS approach is best for your organization, contact us directly or reach out to one of our certified consulting partners.

The Rise of Virtual Reality Experiences

Virtual-Reality

When Facebook bought virtual reality company Oculus in early 2014, virtual reality blew up. Now users can experience anything, anywhere through the power of this new medium. Whether they are painting a picture with a virtual reality paint brush, walking through a building that has not yet been built, or enjoying their favorite video game in a more realistic light, virtual reality has changed technology as we know it.

As it becomes more mainstream, the virtual reality trend is becoming more and more popular – especially among a core, technology savvy subset, namely gamers. And, they are willing to pay for it. A recent study done by Newzoo indicates that 11% of people in 12 western countries are considering purchasing virtual reality gear by the end of the year. Already, the awareness of consumer virtual reality is higher than the average consumer may even expect. With viral videos displaying the possibilities, and individuals discovering for themselves how user-friendly the hardware is, the response is growing.

According to the insights shared in the Newzoo report, consumers are willing and prepared to spend some serious dough on VR products. High-end virtual reality hardware ($600 and more) has been available since the beginning of the year for pre-order and sales will inevitably skyrocket towards the holidays. The Newzoo report suggests that an unexpected 16% of Spaniards, 12% of Americans and 10% of British are stating their interest to purchase VR equipment in the next six months.

This year, virtual reality has made its way into the consumer marketplace where even the most inexperienced user can test it out and get a feeling for this progressive medium. Although in most cases virtual reality hardware is pricey, eventually it will become more affordable and lend itself to create endless options for businesses and individuals alike. Much like the iPod or iPhone back in the early 2000s, new and affordable virtual reality options are on the horizon. The virtual reality hardware we have today is unquestionably the best and most affordable VR technology of its kind. Yet, the opportunities for what’s to come are even greater (with growing potential) than anything we have seen up to this point.

So what does this mean for your enterprise? Although, in some ways, virtual reality has just arrived, there are already countless opportunities for your company to jump on the prospects. We built Crafter CMS to deliver high-performance, unique digital experiences across all online channels. And we are certain that virtual reality is the next big digital channel.

If you are interested in learning more about the current state of virtual reality or how the award-winning Crafter CMS platform can help your enterprise create virtual reality experiences, give us a shout.

Four Reasons Why Your Business Needs a Mobile App

Blog_MobileApp

With the rise of smartphone usage, the mobile app industry is as successful as ever. This growing trend has become attractive to many businesses as they become more aware of the impact an app can have on their business.

More specifically, mobile apps have quickly transformed the business community and companies are finding this medium to be the fastest and easiest way to reach existing customers and potentially new customers without invading their privacy.

The following are just a few points to consider when you are deciding upon a mobile app for your business.

1. Promoting: Marketing and promotion to get the word out about your company is crucial. With stiff competition in most industries, businesses are thinking up new and creative ways to promote themselves. Mobile apps not only support customer engagement, but they also allow companies to promote themselves and offer a variety of discounts, coupons and deals to their customers. Additionally, push notifications and location-based updates greatly enhance the effectiveness of each promotion.

2. Engagement: Most of us are extremely busy, so in order to reach your customer, you need to engage them in nonintrusive ways that peak their interest. Mobile apps are a way to do this with their potential to increase customer engagement by simply keeping them up-to-date on the latest products or services. Your customers can have updates at their fingertips – something that conventional marketing completely lacked.

3. Improves Sales: Mobile apps allow customers to make purchases right from their smartphones which helps to accelerate your business sales. Your potential customers can order products and services wherever they are rather than waiting until they are at a computer to visit your website and shop.

4. Customer Support and Service: With the app right on your customer’s’ smartphone, it is much easier for them to reach out for support and service. In turn, you can easily address their inquiries while providing support whenever it is required. Prior to the mobile app, the process for customers to get support was lengthy and time consuming.

When you’re ready to build your next enterprise mobile app, contact us at Crafter Software to learn how Crafter CMS enables rapid mobile app development, so you can create the ideal mobile app for your company, stay up with the competition, increase your sales, and ultimately watch your company grow.

Year of the Customer: Top 5 Customer Experience Trends Revealed

Business plan presentation on digital tablet

We are well into 2016 and it has already proven to be the year of virtual reality among other new technologies aiming to deliver flawless customer experiences. The following are just a few more of the newest trends that are reinventing how enterprises spend their marketing dollars this year.

1. Getting Personal
Marketers are getting even more personal with their personalization and tapping into streams of first party data. From CRM data to Voice of the Customer (VoC) data, and leverage predictive modeling to create contextualized experiences, individually tailored experiences are changing the face of the customer experience.  With customer expectations higher than ever and their constant connectivity, hyper-contextualized personalization is on the rise to meet the demands and wants of the individual this year.

2. Entering into the Mobile-Mature World
Mobile searches have surpassed desktop searches because more and more individuals are connected on multiple devices and more websites are user friendly. In fact, Google made sure that websites were more mobile-friendly by announcing those websites that weren’t would be penalized in mobile search rankings. Finally, customers are getting the relevant, high quality website experiences they want across multiple devices. This year even greater innovation for mobile is taking place. Seamless integration between apps, eCommerce and social outlets is becoming a reality. Companies that provide excellent mobile experiences for their users will not only stand out from the crowd but grow.

3. Year of the screens
While more searches are being done on mobile devices, the trend is moving towards a post-mobile world where devices are meshing to expand beyond traditional mobile devices. From wearable devices to tablets, watches and the like, the number of screens users come in contact with on a daily basis is expanding. Because of this, marketers are faced with the task of creating and delivering seamless experiences that continue throughout all points in the user  customer journey. Keeping the experience consistent and complete is key. Brands that understand their users are interacting with numerous digital touch points will go further in keeping their customers satisfied.

4. Intent Data Will Drive Intelligent Retargeting
Retargeting is key to converting visitors to customers and those companies who are smart about the way they do their retargeting will succeed in 2016. This is done by recognizing needs and align campaigns to increase visitor engagement with pertinent messages and calls to action. Companies that take note as to why visitors are coming to their site – to research, browse or buy – are better able to guide them towards making a purchase by offering them a relevant incentive or by showing them appropriate content immediately. Even something as simple as offering free shipping or a discount can encourage a new visitor and retarget their customer experience. A more frequent shopper may need more aggressive retargeting.

5. Customer Experience Analytics Will Be King
Analytics is becoming crucial for brands to obtain a competitive advantage. By utilizing analytics, companies are able to better anticipate and deliver superior experiences to customers and potential customers. Although, at times, the data can be overwhelming, using the right type of analytics is key to extending the ROI of varying marketing efforts and creating a seamless customer experience. This year is all about using the right type of analytics streams correctly. One example of this is utilizing analytics to recognize and personalize in real-time.

This is an exciting time for marketers as they create one-to-one experiences for their customers, become more mobile mature, deliver consistent and continuous experiences, and become completely customer-centric through mastering the use of customer experience analytics.

3 Major Advantages of a Headless / Decoupled CMS

In a nutshell, a headless CMS, sometimes called decoupled CMS separates the content of a website from how it is displayed on separate independent applications.  The term “decoupled” has been increasingly used as a synonym for headless in recent years. However, “decoupled” is also used by CMS technologies that completely separate content authoring and delivery technology. This kind of architectural decoupling has its own set of advantages.  The term “headless CMS” refers to CMS technologies that are capable of delivering content that is completely void of presentation concerns and is delivered to a content consuming application via APIs / Content as a Service (CaaS.)

Headless CMS/CaaS architectures are the best choice for enterprises who feel limited by the front-end restrictions of a legacy CMS. Rich digital experiences, content apps, highly custom layouts and JavaScript MVC frameworks don’t really fit into the architecture of a CMS which closely controls how content looks and is rendered.  In recent years, the CaaS architecture has become so important that several CaaS ONLY CMS technologies started popping up.  It’s our belief that CaaS is an extremely important capability but on its own it creates yet another content silo.  Any CMS worth its salt needs to be able to handle both traditional content delivery as well as CaaS to deliver the true benefits of a headless architecture.

#1 Get More Out of Your Content

A headless CMS helps to reduce the quantity of managed content by eliminating duplicative content with slightly different presentations and at the same time and by the same means reduces the time-to-market factor. Content editors are freed from needing to worry about the exact presentation on every single front-end that consumes content. The headless CMS will push the updates across all the digital properties, so you don’t have to. By separating content from presentation, you easily save two valuable factors: time and money.  With a headless CMS like Crafter, the possibilities are endless when a single content item is combined with a number of different presentations.

#2 Author Once, Consume Anywhere

Captivating the general audience and converting them to be your brand advocate requires a Customer Experience Management (CXM) tool that goes beyond simply introducing them to your website. The most effective and powerful brands create interconnected, simplified experiences on all levels of customer interactions. This means that both in-person and web touch points are crucial to connecting with users and potential customers. Technical agility as well as the ability to manage content is key. This is best done by providing businesses with a platform like Crafter CMS that has headless CMS capabilities that enable marketers to push their content beyond the company’s website. With a headless architecture, you can more easily manage the entire user experience from one central location and serve that content to any platform throughout the customer journey.

#3 Build and Roll Out Content Enabled Apps FASTER with Content APIs

New content-enabled applications and use cases show up all the time.  The faster we can roll the out apps, the more we enable a great experience for our customers.  By supporting CaaS, we make it easier for our organizations to build content-enabled applications. Well defined APIs are what developers need in order to create applications quickly. A headless CMS like Crafter gives you those APIs and lets your developers focus on creating application features rather than re-inventing the CMS wheel or working around content deployment and presentation issues presented by legacy systems. Furthermore, APIs can be documented and made available to third parties or the public which opens the door for innovation outside your walls.  Simply put,  headless CMS technology speeds development and enables innovation.

5 Rules for Creating Loyal Customers

When it comes to attracting consumers, marketers are realizing they need to step up their game to keep up with the competition. Many of their competitors are undergoing dramatic digital transformations designed to increase customer engagement through targeted, individualized experiences across every channel and device (online and offline.) Brands are now doing whatever it takes to deliver standout service and capabilities to their desired audiences.  However, as brands scramble to go above and beyond, they often miss some of the most important rules on how to engage customers properly and thus don’t achieve the desired result. The following are 5 of the key guidelines to follow when designing digital experiences that align with your brand goals and customer satisfaction.
customer-v2-01

#1 Be Helpful

When a customer has a need and you make it easy to fulfill that need you are well on your way to creating a loyal follower of your brand.  Start by creating a helpful experience that comfortably guides customers through the purchasing process. From start to finish, make it simple and helpful.  For example, once a purchase has been made, provide assistance, and do it across various channels.  In the confirmation email or on the “proof of purchase” page, help cover the unknowns. How-to videos, images and infographics are very powerful tools for extending the conversation and covering unknowns. Let them know they can reach you on social media. Customers enjoy being part of the process and will feel more connected to your brand when given access to exclusive content.

#2 Make Content Engaging and Easy to Consume

Designing for the small screen doesn’t mean the experience has to be sacrificed by eliminating important content. It simply means the content you include needs to be extremely engaging and on point for your targeted audience.  Consider being more concise, use 10-second videos rather than those lasting longer than a minute or more. Your content should be contextual, responsive, and most of all, as flexible as your users need it to be. It should be able to go across all channels and devices – online and offline. Your goal should be to create an environment that is specific for the device while also having the ability to go beyond into diverse environments, be it an in-store experience or virtual signage on a billboard and so on.

#3 Personalize Without Being Creepy

Personalization and automation provide a lot of value to the customer. Yet, today’s consumers are savvy and many of them are mindful of privacy concerns. The last thing they want is to be creeped out and worried about privacy issues. Some advertising can come across as a little too personal and downright annoying. Just because I looked at a product does not mean I want it. Today a lot of “retargeting” on social networks are guilty of this simple assumption.  While quick follow up and reinforcement works, the smarter you can be about what you chose to reinforce the more likely you are to convert a customer.  Being annoying might coerce a few new customers but it can also do the opposite and turn potentially loyal customers away. The magic happens when you are helpful and relevant to the customer.  The internet is rife with stories of large companies using purchasing histories to suggest future purchases that “crossed the line.”  Making recommendations can be extremely useful for your customers and amazing for sales but make sure you are constantly asking / checking that your analysis and algorithms are non-invasive, so you don’t overstep your boundaries and end up embarrassing or creeping out your customers and prospects.

#4 Reuse Content

While it may sound like a faux pas, it really is in your best interest to reuse content. Equally as important as creating easy-to-use experiences, using familiar patterns and repeating calls to action will give the perception (sometimes illusion) of a faster solution. Reuse content modules and processes because it reinforces your branding and attracts customers by increasing awareness.

#5 Be Easy to Use, Be Fast

Whether your site visitors are making a purchase or just browsing, one of the single most important things you can do for the user is to provide them with a quick resolution. Many websites make purchasing easy for their customers by keeping the experience to a few clicks. Not only is that convenient for the visitor, but makes the ordering process quicker and streamlined. Ensure that you have a highly scalable platform that is capable of delivering the site quickly and that your front end code (images, CSS, Javascript, etc.) are optimized to render quickly to your users.

Although it’s never easy to truly know every potential hiccup you may face, by understanding the above mentioned five aspects of a great digital experience, you will likely avoid them, which will keep both your business and customers happy.

Do you agree? Comment below and tell us what you think helps create loyal customers!

6 ‘C’s for Great Customer Experience

The type of customer experience your company provides to its customers can make or break the brand. The game has changed and the winners in today’s market are those who provide a great experience to their customers throughout the entire customer journey. Learn how to increase demand and encourage growth through great customer experience by leveraging these 6 ‘C’s of Great Customer Experience!

#1: Contextual

Are you sitting at your desk working?  Are you sitting on the couch browsing with your tablet?  Are you in a Uber hurling towards the airport and trying to move your flight departure time?  Where you are, what you are doing, what kind of access you has matters A LOT! Contextualization focuses the experience on where you are, what device you are using as well as preferences such as location, language, and time of day.  In a nutshell, contextualized experience is what brands use to go above the muck in today’s omni-channel, multi-device, multi-lingual, multi-step world to provide you with a more personalized and relevant experience.

#2 Consistent

A brand is successful by promises made and promises kept. By consistently shaping communications and interactions that highlight strong delivery and core themes brands set customer expectations and drive loyalty by meeting them. Lack of consistency and failure to meet expectations has the exact opposite effect. Have you ever dialed into an automated “phone-tree”, entered a bunch of information only to be transferred and then have to re-enter all of your information again?  It’s frustrating at best. A consistent experience delivers what you expect at every step in the customer journey.  At each touch point, it knows where you have been and where you are now.

#3 Conversational

The online world is much more social than ever before.  Marketing is no longer about one-way communication in which brands bark messaging at customers, it’s about engaging with them.  Today’s marketing is “N-directional.”  It’s an on-going engagement with the brand, a customer, and the brand ecosystem.  Everyone knows that good friends are the ones that know how to listen.  The same is true for brands.

#4 Cross-channel

Our customers have multiple ways to engage with us from traditional media advertising, mail campaigns and phone to digital platforms such as sites, applications, kiosks, digital signage, email, texting, social media and more!  Your customers want to engage you through the mediums and platforms that make the most sense for them in the moment.  Companies that truly get customer experience understand that offering the customer a great experience on the platform of their choice is a critical component for success.  Multi-channel isn’t just about a website responsive design that works on laptops and smartphones.  It’s about really being able to serve customers on any channel and further it’s about being equipped to add a new channel at a moment’s notice.  New channels emerge all the time, and it is the first movers in nearly all cases that dominate the new space.

#5 Convenient

Convenience is a no brainer. Customers love easy. You must reduce complexity at every step.  Make it simple for them!  Apple no longer has a checkout register. Any employee can help you complete a purchase.  Need to schedule an appointment? A couple taps of by an associate on an iPad and you are done.  That’s convenient and it’s enchanting.  Now compare your hailing a cab to requesting an Uber.  Hailing a cab requires good fortune or great patience. Uber by contrast puts mobility at the touch of a button, provides you with an ETA and requires no physical payment transaction.  That’s convenient and it’s enchanting.  Be convenient. Be enchanting.

#6 Cost effective

While great customer experience is vital for maintaining and obtaining customers, doing more (for your customers) often requires more time and resources.  The key to creating and maintaining a great customer experience is finding a cost effective way to make it happen.  The key to cost-effective customer experience is in the architecture of the platforms and solutions you choose to implement. Of course, the platform needs to enable you to deliver contextual multi-channel experiences that engage and enchant your customers. But it must also allow you to scale in an affordable way.  By scale I mean few things.  Scale as in volume.  You need to be able to add more capacity without breaking the bank.  Scale as in many birds, one stone.  The platform should be able to cover many needs.  Multiple sites, many channels within a site and so on.  Scale as in capacity to innovate.  Digital experience is a space of constant evolution.  You need to be able to quickly and affordably develop and deploy new value to your customers.

How have the 6 C’s for Great Customer Experience enhanced your business?  Let us know in the comments below.

Crafter CMS Drives Large Scale, Reliable Customer Engagement During the Big Game

football

We’re happy to report that Crafter CMS powered some of the largest websites and mobile applications run by sponsors of a recent major sporting event that was viewed by over 189 million people around the world.

By powering their websites and mobile apps with Crafter CMS, our clients were able to deliver reliable, high performance digital experiences to all their customers. As television advertising drove surges of traffic throughout the event, our clients reported outstanding performance and a record amount of online customer engagement. Meanwhile, it was widely reported that several other enterprise and celebrity websites, which were running legacy content management platforms, crashed and burned due to heavy volumes of traffic. Based on our look at some of the sites that had performance issues, they seem to be running WordPress and Adobe CQ5 (AEM).

In contrast to most legacy content management platforms built over 10 years ago, the modern Crafter CMS excels at delivering reliable, large-scale Web content management implementations. And does so at a fraction of the cost of legacy, proprietary solutions.

Crafter’s innovative architecture provides marketers the easy-to-use tools they need to engage customers, provides developers with the agility to develop engaging website and mobile app features in record time, and provides IT administrators the scalable and performance to deliver highly reliable digital experiences.

Need a reliable CMS that won’t crash when you need it most? Check out our open source on-premise solution (http://craftercms.org) or our cloud-based, full SaaS solution (http://craftercloud.io) today.

#1 Digital Marketing Investment All Enterprises Should Make

digital-marketing-2015
Each year, enterprises are investing more and more in digital marketing technology, primarily due to the growing need to engage customers through multiple online channels. In fact, Gartner found that nearly two-thirds of marketers say their marketing budgets will increase in 2016. But the question on many marketers’ minds is: Where exactly should these digital marketing funds be invested?

So what is the number one digital marketing investment you should be making now?

#1 Digital Marketing Investment: A Modern Web Content Management System

Your website is still the number one digital touchpoint for your customers. And a modern Web CMS platform allows marketers to create and deliver personalized experiences, to the right person, at the right time, to the right device. This platform is vital for any enterprise, because a modern Web CMS doesn’t just manage content, but unifies the entire marketing technology ecosystem. Creating a consistent customer experience, no matter where the user is engaging with the brand.

Using a modern Web CMS to power your site could be one of the best digital marketing investments you make in 2016 – and your business. And you do need to invest – your website is the main digital touchpoint for engaging with your customers, and you want to make sure it competes in today’s era of customer engagement.

A modern Web CMS needs to marry both power and simplicity, so you can save time, money and focus on what is critical in growing your enterprise.

Here are a few key things to keep in mind when it comes to investing in the perfect Web CMS platform for your enterprise:

  • User-Friendly Content Authoring Tools – A platform that provides authors with powerful yet easy to use content authoring tools. An example of this would be, a simple drag and drop design and in-context review capabilities that anyone can use.

  • Easy Integration – You will want a modern Web CMS that can easily integrate with other best of breed technologies, including your CRM and marketing automation platforms to unite sales and marketing.

  • Multi-channel Experiences – It takes more than a responsive design to succeed in today’s multi-channel environment.  A modern Web CMS needs to be able to provide both “responsive” and “adaptive” design capabilities, and provide true multi-channel publishing.

  • High-Performance Content Delivery – So you’re able to deliver fast and highly personalized experiences to your target audiences.

  • Personalization and Content Targeting – The ability to engage your target audience with dynamic experiences that are immediately relevant to them with advanced targeting and personalization capabilities.

  • Modern Development Tools – Develop new experiences and services rapidly, by leveraging a Web CMS platform that uses leading modern development technology.

Need more information? Download our free White Paper for significant trends and principles surrounding Web CMS platforms.

3 Can’t Miss Trends On Why Your Company Needs A Web Experience Management System

3-Trends-Web-CMS

As the internet landscape changes, adapting to new trends is not only necessary, but crucial to effectively engaging with clients and prospects. More than ever, in this age of engagement, we are expected to communicate with friends, leads, customers, critics and fans on their terms – be it their schedule, language, location, or optimizing for their device. Consistently the line between on-line and off-line is blurring, and the experience immersive.

The most recent trends that are swiftly defining the need for Web experience management include social, personal and mobile growth. While each of the trends individually play a significant role in user experience, they also successfully work together, emphasizing one another in a way that is fast-tracking the trends entirely.

The following are the three most fundamental trends driving your company’s need for Web Experience Management and why adapting to them is vital to the life of your business.

1) Social
Gone are the days of online anonymity. The Web is a place to be social, engaging, and community-driven. With over 900 million reported Facebook users and an estimated 150 million Twitter users, social media is ubiquitous and consumers are looking to the personal aspects of the internet to help them make their decisions. Studies show that although only 14% of consumers trust traditional advertisement, a whopping 78% trust peer recommendations such as those on Twitter and Facebook. The personal and relevant communication driven by peers leaves no question as to why social trends are so significant.

2) Personal
While the web is vast and continuously growing, it is also evolving users to become more local and personal with their experience. Today the internet delivers news, reviews, sales and services to users in real-time. Information can be personalized to each individual according to their personal choices and desires. The internet is consistently making the world smaller by personalizing user experience and increasing the information available to each of us.

3) Mobile
Users go from their desktops and notebooks to tablets and phones without skipping a beat. The Web is constantly at users’ fingertips thanks to the growth of mobile access. Users are always on or can be within seconds. While there are 6.8 billion people in the world, an estimated 4.7 billion people have access to the internet via mobile device. Whether standing in line at a coffee shop or taking a selfie atop Mount Fuji, mobile devices are giving users access to the internet at any time in any place.

Because these trends are in the forefront of the current user experience, your audience has easily grown accustomed to them. Therefore, meeting the demands of a new era of engagement means personalizing a coherent and consistent customer experience. Regardless if your audience steps into your store, logs on to your Facebook page or peruses your website, they expect uniformity. Adopting the changes associated with these trends should be on your short-list of priorities, even if it means tackling the job with limited resources. An effective strategy along with the right tools, can help you get the Web experience that engages your audience and keeps them coming back.