eMarketing, the practice of utilizing all the versatility the Internet offers, is as much a strategy as it is a compelling set of technologies and practices. It should drive sales, period. Proving that it can – and quantifying that it does – is the marketer’s conundrum. Solution providers that understand the need to increase the Web Content Management (Web CMS) impact on revenue generation rather than simply providing administrative control are delivering Web CMS-driven eMarketing platforms. In this market segment, the approach combines commoditized functionality for Web site management with the technologies necessary for true revenue management.
