The first time I heard the mention of customer experience management was at CMS Expo 2012. In one of the sessions, Robert Rose spent much of his time at the Expo warning the audience that content management systems need to do more than just content management. Rose believed experience management needed to be given a higher priority over web content management. Yesterday, DNN announced with Evoq 8 they are now ready to "move beyond web content management" and enable "marketers to publish, personalize, and measure content anywhere online". The improvements in Evoq 8 are focused on today's marketing needs for better customer engagement.
Evoq 8 allows DNN to introduce to its customers integration with cloud content repositories, real-time personalization, content analytics, and advocacy marketing capabilities. To be honest, many of these features and improvements in Evoq 8 are features we have seen in other modern content management platforms. This is why some critics have suggested that "DNN is making this transition rather late in the game, at a point when there are a number of tools for content marketing". The criticism is understandable, but the term "late" to describe Evoq 8 or DNN is inaccurate.
I've been watching DNN for over 10 years and have witnessed the company reinvent itself more than a few times. In 2011, after already positioning itself as the open source solution for the .Net framework, DNN's co-founder and then CTO proclaimed the cloud, mobility, and social engagement would redefine the CMS. The influence of the cloud and social engagement on the CMS is obvious today, but back then very few software companies were more certain of the CMS's fate than DNN. Then in 2013 DotNetNuke officially rebranded itself as DNN as a signal that the company was ready to meet the demands of a shifting digital market. You put all this together and you simply cannot conclude DNN is late to the game. Instead, Evoq 8 is the fruits of DNN's long-term strategic plan for how best to move the ball forward.
“We're seeing a big shift in the digital marketing landscape. Marketers have to coordinate the publishing and tracking of content to multiple channels and systems, beyond their own websites – Twitter, Facebook, LinkedIn, campaign microsites and landing pages, CRM systems, and marketing automation systems. From a marketing solutions perspective, on the one hand are traditional Web CMS for content publishing; and on the other hand, there are now more nascent solutions from young companies rooted in predictive analytics, personalization, and content marketing. Marketers are desperate to bridge that gap,” said Navin Nagiah, CEO and President, DNN.
Nagiah continued, “With Evoq 8, we will be one of the few companies to straddle both worlds and deliver measurable ROI to customers. Evoq pulls content from any repository, pushes it to any online channel, and measures its effectiveness.”
The following are some of the new features that can be found in Evoq 8:
Page-Level Content Analytics
Statistics on page views, referrers, unique visitors and conversions are presented as an overlay on each web page, via data collected and managed by Evoq. Any marketer, regardless of their level of proficiency with analytics, can immediately understand how content is performing, without navigating to a separate web analytics system.
Content personalization is seen as an essential digital marketing capability that increases conversion, according to recent research by Econsultancy. Evoq 8 enables customers to build personalization rules that tailor site content based on visitors’ profiles. Rules are based on geography, account registration (i.e. registered versus non-registered users), gender, age, recent visits, referral source, search terms and ad clicks.
Centralized Access to Cloud-Hosted Content Repositories
Evoq 8 includes built-in connectors to Box, Dropbox, Amazon S3, and SharePoint, making it easy to access any piece of content or digital asset from a single window. This capability allows marketers and content producers to use their preferred content storage service or use multiple services, without moving files, duplicating effort, or wasting valuable time.
Evoq 8 enables Marketers to activate the brand advocates already on their website by rewarding them for sharing content on their personal social networks. The advocacy marketing capability is integrated with Evoq’s native gamification engine, and engages customers by issuing challenges, tracking challenge completions, and awarding points, badges, or other designated incentives.
In addition, Evoq 8 allows marketers to quickly and easily integrate their websites with Marketo, and delivers a redesigned user experience built for busy marketers. Evoq 8 features an intuitive, streamlined interface that is simple to learn, with layout and editing capabilities that are more efficient and save marketers precious time.