Website Marketing is one of the primary channels for
content marketing and an essential part of any
digital strategy. For a customer, Brand Website or Company Website is the face of the brand and a trusted source of information.
All marketing activities like SEO, SEM, email, and Social Media, lead the users back to the site. Hence
website design and
development is critical and needs to be aligned to business goals.
Responsive Web Design
Content consumption now happens across various devices, and it is imperative that a website has to be mobile optimized and fit various screen sizes.
Heading sizes, font, color, button styles, spacing, page design, image choices, etc. should be coherent between pages.
Simple Navigation with ease of finding information is the key for a satisfied visitor.
Faster page load and
loading important elements of the page first can reduce bounce backs.
Call to Action
Clear Call to Action with a balanced use of attractive pictures, text, color, and font can make users journey on the site a beautiful experience.
Web Content Management Tools
Web Content Management (WCM) tools help enterprise teams to design, develop and maintain websites. These tools simplify WCM through capabilities like:
- Templates to create web pages
- Interoperability with enterprise applications like Digital Asset management system, CRM, etc.
- Centralized Version Control and Workflow management
- Real-time personalization of visitor interactions
- Ease of use and instant updates
Open Source WCMs
There are a number of
open source as well as
commercial Web Content Management Systems (WCMs). One can choose what fits their requirements, based on features required, users of the platform, language support, etc.
Drupal, WordPress, and Joomla are the most widely used open source WCMs. All of them have similar basic features like 1000’s of themes, extensions, security features, language and community support.
However, there are few variations like WordPress supports only MySQL while Joomla and Drupal support other databases as well.
For a beginner, WordPress might be easy to start with. Joomla and Drupal come with few additional features and have a comparatively longer learning curve.
Adobe Experience Manager (AEM) and Sitecore are two dominant players among the Upper Range Platforms. Sitecore is
.Net based, while AEM is a
Java based platform.
Both these players are investing heavily in building engagement and experience management functionalities.
AEM being part of the Adobe Marketing Cloud Ecosystem could be an added advantage. However, Sitecore is evolving and adding satellite applications like its own data repository to work alongside its customer experience management platform.