It’s been a while since there was a major upgrade in Kentico’s CMS. The company deliberately took its time to ensure that the newest version would be the best it possibly could be. From a marketer’s point of view, I think it’s certainly been worth the wait.
The main areas of change are:
- The Kentico Enterprise Marketing Solution (EMS)
- Windows Azure – a complete support for Windows Azure, including Azure storage and running sites on multiple instances
- Integration Bus for easier integration with CRM, ERP and other systems
- Email Marketing for email tracking.
In this post I’m going to focus on marketing.
Kentico EMS is an integrated Customer Experience Management solution with added enterprise and marketing features.
Marketers can deliver and optimise real time customer centric marketing across multiple channels.
Kentico EMS delivers a complete and fully integrated set of tools for marketers who need to deliver their campaigns quickly, get useful and actionable data, and increase their ROI:
- A/B testing and multivariate testing
- Campaign and conversion management
- Lead scoring and engagement scoring
- Web analytics
- Email marketing
- Contact management
- Content personalisation
- Segmentation.
With Kentico EMS marketers can easily:
- Get better customer insights
- Deliver great customer experience
- Achieve instant marketing results
- Increase campaign ROI.
Kentico EMS was designed so that marketers wouldn’t need to have technical knowledge to easily set up and execute marketing activities and achieve instant results. As Kentico EMS offers a complete solution, marketers can manage all aspects of digital marketing from a single application, making them more productive and minimising the total cost of ownership.
Get 360 degree View of Site Visitors
Kentico EMS comes with a new Contact Management module that tracks all activities of visitors on a site, both anonymous and registered. It puts together pieces of information about the visitor and displays it in one place:
- Visited pages
- Campaigns and conversions
- Online form submissions
- Downloads
- Purchased products
- Poll votes
- Search terms both from Google and on-site search
- Newsletter subscriptions
- Forum posts
- Comments.
Custom activities means data can be used for personalisation of website content, lead scoring and nurturing, and other marketing activities.
Get Insights into Visitor Needs with Improved Analytics
Measurement is the key to ensure the success of digital marketing. With the improved Web Analytics module, marketers can easily:
- Track visited pages
- Monitor campaigns, conversions and referring URLs
- Identify landing pages, exit pages and time spent on page
- Analyse visitors by countries, browsers and other details.
Measure Campaign Results and Maximise ROI
With improved campaign and conversion tracking marketers can easily evaluate results of their campaigns and compare them to costs. They will immediately know which campaign is profitable and which should be stopped.
Optimise Your Website and Increase Conversion Rates
The new A/B Testing and Multivariate Testing modules allow marketers to quickly test several versions of the page and identify copy and graphics that leads to most conversions, such as sales, submitted forms, whitepaper downloads, etc.
Unlike Google Optimizer and similar external services, Kentico CMS provides marketers with a fully integrated solution that allows them to conduct tests without technical knowledge and see the results instantly.
Identify Customer Segments and Deliver Personalised Content
Customers come to a website with different needs. Identifying and addressing those needs will allow marketers to deliver a better customer experience and increase their ROI.
Kentico EMS comes with Segmentation and Personalisation engine that automatically serves the most relevant content to the visitors based on their:
- demographics – location, age, position and other contact attributes
- behaviour – visited pages, campaigns, purchased products, downloaded documents, etc.
A powerful rules engine enables marketers to define customer segments and decide which content will be delivered to each segment – all without programming. Using multiple types of criteria they can make the segments as granular as required.
Make the Sales Team More Productive with Qualified Leads
If a website generates thousands of leads, the sales team may waste their time going through the long lists of people with fake names and invalid phone numbers. Using the Lead Scoring module, they can easily identify hot leads making them more productive.
Reach Existing and New Clients with Email Marketing
The improved Email Marketing functionality provides all features required to effectively manage email newsletters and campaigns and track subscriber activities.
The improvements include:
- open email tracking – who opened your email
- click-through tracking – who clicked which links
- bounced emails monitoring – identify invalid email addresses and automatically block subscribers
- double opt-in – require email address confirmation before subscription
- faster and more stable sending of large volumes of emails using an external Windows Service and multiple SMTP servers.
Subscription Double Opt-in
Double Opt-in is a feature that provides activation/confirmation of a subscription. Using this feature, marketers can see that all subscribers have to confirm their subscription prior to becoming ordinary newsletter subscribers and they can simply filter out robots.
Open Email Tracking
Marketers will be able to see how many subscribers have already opened the email, including a list of subscribers.
Tags: Kentico V6