Driving Revenue with WEM

By Loren Weinberg  |  Posted 2010-10-27 Print this article Print

Driving revenue with WEM

Organizations that deliver an engaging online customer experience can gain tremendous benefits, including increased site traffic, conversion rates, customer advocacy and customer loyalty. Organizations can drive revenue using WEM through three key methods:

1. Greater return visits and loyalty

With relevant content and an engaging Web presence, organizations can influence prospects, customers, partners and other site visitors to return more often and recommend the organization's products and services to others. For companies that sell their online ad space, this leads to greater revenue through more eyeballs on the site. For organizations selling products, this leads to a greater likelihood for prospects to become customers, as well as shortened sales cycles.

2. Higher online conversion rates

By enabling targeted content and campaigns, WEM can help increase conversion rates as well as up-selling and cross-selling. Organizations can use WEM to provide site visitors with the most relevant information based on their preferences, needs or stage in the sales cycle, making them more likely to register and make purchases.

3. Faster time to market (TTM)

By launching new online content and promotions more quickly, organizations can realize the gains from their programs more quickly, as well as respond rapidly to new developments or market changes.

For example, a news site that is able to post frequent updates during a major newsworthy event can increase page views significantly and, thus, ad revenue. Meanwhile, a company that can get information about a new product or service online faster can see the impact of those new capabilities realized earlier.

Loren Weinberg is Senior Vice President of Marketing and Product Management at FatWire Software. Loren is responsible for FatWire's global corporate strategy, corporate marketing, product marketing and product management. Loren joined FatWire in September 2007. A strategy and marketing expert, Loren has 15 years of IT industry experience in corporate strategy, product marketing, product management and software sales strategy. Loren holds a MBA degree from Harvard Business School and a Bachelor's degree, magna cum laude, from Yale University. She can be reached at loren.weinberg@fatwire.com.

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