Want to Better Manage Web Content? Five Questions for Your IT Staff

In a Web 2.0 world, marketing teams have taken a more active role in managing Web content, while websites have become richer and more interactive, attracting more user responses, higher engagement, and increased interactivity.

Well-run marketing campaigns must be supported by well-run websites to deliver rapid return on investment. Often, a carefully planned marketing plan will succeed, resulting in a large number of responses, only to be followed by a bevy of errors or a website crash, squelching the campaign itself and potentially causing additional brand damage.

By posing these five simple questions to IT staff, marketers can take on a more active role in ensuring a positive Web experience for visitors—delivering campaign results and, ultimately, corporate success.

1. How is our website set up? How does that affect customer experience?

No matter how small or large your organization, your greatest responsibility is to ensure a positive experience for your potential customers when they receive your campaign and visit your website.

To that end, knowing how customers are viewing materials and what you can do to make that experience as positive as possible depends on what type of setup your website uses.

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