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But Cascio says that being able to segment site visitors by their behavior after they reach the site—by what they view and in what order, for example—and then personalize content presentation on the site accordingly rather than depending on the referral source, would streamline its marketing efforts. And as it gains familiarity with the new content management system launched this spring, he expects to be able to do just that, using segmentation capabilities built into CQ5’s web content manager.
For computer hardware maker DataQDirect Inc., it was a change in business model that required it to bring in a new content management system. Until recently, the company marketed itself to wholesalers with a web site that allowed customers to reserve a product, with the deal later completed offline through a call center. But a decision earlier this year to sell directly online to system integrators required major changes to its site and created new demands for content.
The company turned to its content management specialist Bridgeline for help in presenting content in a more dynamic way, and automating as much of that process as possible on the new customer-facing site. For example, because of the complexity of the hardware it sells online, buyers need detailed technical specifications about each product. So Bridgeline created a link between DataQDirect’s content manager and Etilize, a supplier of product data, using part numbers to match content in the DataQDirect system with the specs that Etilize stores. Now when DataQDirect adds a new product to its site the specs buyers need are easily accessible.
“There are 10,000 products on our site, and if we were to try to manage 10,000 products manually, there is no way we could get it done in a week or a month,” says DataQDirect purchasing manager Greg Conroy. He adds that the content management system also allows the retailer to easily alter price and product descriptions and to edit tags on content to optimize it for natural search.
“Our customers last year were strictly re-sellers. I don’t think we sold to one systems integrator,” Conroy says. “We’ve gone from zero of that kind of customer to 150 transactions with 150 different system integrators since May 15.”
That’s the payoff for presenting content effectively to online shoppers.