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eMarketing, the practice of utilizing all the versatility the Internet offers, is as much a strategy as it is a compelling set of technologies and practices. It should drive sales, period. Proving that it can – and quantifying that it does – is the marketer’s conundrum. Solution providers that understand the need to increase the Web Content Management (Web CMS) impact on revenue generation rather than simply providing administrative control are delivering Web CMS-driven eMarketing platforms. In this market segment, the approach combines commoditized functionality for Web site management with the technologies necessary for true revenue management. | White Paper Strategic eMarketing Converting Leads into Profits Utilizing Web Content Management as an eMarketing platform to deliver tangible ROI on marketing investments Leonor Ciarlone Senior Analyst The Gilbane Group April 2007 eMarketing the practice of utilizing all the versatility the Internet offers is as much a strategy as it is a compelling set of technologies and practices. It should drive sales period. Proving that it can - and quantifying that it does - is the marketer s conundrum. Solution providers that understand the need to increase the Web Content Management Web CMS impact on revenue generation rather than simply providing administrative control are delivering Web CMS-driven eMarketing platforms. In this market segment the approach combines commoditized functionality for Web site management with the technologies necessary for true revenue management. rflhotbanana Gilbane Group Whitepaper Table of Contents EXECUTIVE SUMMARY.1 ESSENTIAL COMPONENTS OF PROFITABLE EMARKETING.2 Content Consistency The Brand Management Enabler.3 Usability and Context The Customer Experience Enabler.4 Measurement and Analysis The ROMI Enabler.5 WEB CONTENT MANAGEMENT A POWERFUL EMARKETING PLATFORM.6 eMarketing Automation The Impact of Single-Sourced Content.7 Search Engine Optimization More than Just paid Advertising.8 Web Analytics Understanding What Works and What doesn t.9 EMARKETING PLATFORMS IN ACTION FOCUS ON MANUFACTURING.9 documenting the Requirements Toward Tangible eMarketing results.10 implementing a Solution hot Banana s Web CMS-driven eMarketing Platform.11 CONCLUSIONS THE GILBANE GROUP PERSPECTIVE.12 HIGHLIGHTED COMPANY CONTACT INFORMATION.13 Gilbane Group Whitepaper Executive Summary More and more marketing dollars are moving online raising the bar for corporate expectations of traditional Web sites. According to a recent study by eMarketer U.S. Internet advertising spending reached 16.4 billion in 2006 a nearly 31 percent increase over 2005. In 2007 .
