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Transforming the Online Experience: Introducing Oracle WebCenter Sites 11gR1

The confluence of trends such as smartphone and tablet adoption, rich and dynamic media on Websites, and the rapid rise of social networking has changed customer expectations about how they interact with brands online. This has upended the way marketers manage a company’s online presence. 

“The way people use and engage on the Web has changed significantly,” says Stephen Schleifer, senior principal product manager, Oracle WebCenter Sites. “Customers are setting the tone. They are no longer visiting Websites to simply find information that companies have put out there; instead, they increasingly want to engage with your brand on their terms, and via the online channel of their choosing. The experience is much more personalized and interactive now. The one-to-many conversation doesn’t work anymore.”

Marketers must find a way to tap into online conversations, and that means learning how to reach out to customers with an engaging and interactive online experience. “If you are unable to adapt to how people are engaging with products and services, you can get left behind,” says Schleifer. “That’s where products such as Oracle WebCenter Sites come in.” Schleifer recommends the following four steps to build and optimize online customer experiences.

Step 1: Make creating great online experiences easy for marketers. Better online experiences start with better software. We’ve grown accustomed to the intuitive and simple interfaces of consumer sites such as Facebook, and now must bring similar expectations to the software with which we work. Oracle WebCenter Sites fulfills those expectations with a new, visual interface that makes Web authoring and editing simple and contextual for business users.

Step 2: Move from static to interactive. Customers expect more from a Website than static content and a one-way dialogue; they want to add their perspective by contributing comments, reviews, and ratings, and participating in polls. “You need to make Websites more interactive to create community,” says Schleifer. “Oracle WebCenter Sites has numerous capabilities to help build social interaction while ensuring that Website owners can moderate user-generated content before it is published.”

Step 3: Leverage the power of social networks. Marketers cannot dictate consumer conversations. Instead, they need to extend the reach of an organization’s brand by integrating the site visitor experience with their social networking habits. For example, Oracle WebCenter Sites allows visitors to log into a Website using a Facebook or Twitter ID, leave a comment, and publish that content back to their own account.

Step 4: Personalize customer experiences. In conjunction with Oracle Real-Time Decisions, marketers can use Oracle WebCenter Sites’ powerful and flexible tools to automate and optimize the delivery of targeted, personalized content or campaigns for specific segments of site visitors.

View a recent Webcast to learn more about how Oracle WebCenter Sites transforms the online experience.


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