Pardon us for dipping too far into our business speak dictionary – but it’s a multi-channel, multi-touch, multi-device world and your audience expects to find you on all of them.
They also expect you to be compliant with those foibles of that browser or device and to be consistent and up to date wherever they meet you.
Can’t find the directions to your office on their trendy new iPhone, order your products when the mood takes them as they wander to work or you told them something different in your e-mail campaign to your website and they’ll gladly skip off to the competitor that does and in the meantime they’ll drop you a social media roasting.
Freeing your content from the web also enables you to get more value from the investment you have made in capturing that information, of making sure that it’s “just so”, that it complies with your legal or corporate governance and that the images are approved.
Consistency can also be a key element of corporate and legal compliance, statements you make about your products, latest news, pricing, travel advice and government advice and policy. Being consistent is a minimum obligation for most communicators and marketers.
It also allows you to be agile, to be on message in market and to appear local - for example in places like India where it’s all about SMS and mobile.
Alterian Content Manager (ACM) stores the content you create separately from the branding and structure of your website and has the concept of 'views' of the content at the core of the product functionality. For example you can create a content item and automatically generate a 'text only', PDA, PDF, digital TV, WAP, e-mail, 'print this page' and RSS view of that same item, for no additional content editorial effort. If you can define it in mark-up and publish it we can support it.
ACM also has a strong integration with our Dynamic Messenger (DM) product that enables you to publish those same content assets through e-mail and SMS, to create your HTML e-mails inside the ACM user interface, to personalize the e-mails you send, (not just “Hi John”, but who gets which campaign, images or content) and to track their success through the DM reporting and analysis tools.
You can
learn more about Dynamic Messenger here.