"...Web Engagement Management is a composite concept. These are the 5 parts we consider its core:
1. Content Optimization
This include native or tightly integrated analytics, content and experience personalization, multi-variate testing and optimization and SEO.
2. Multi-channel Management
Consistency is important and WEM maintains it by delivering the same message/experience to customers across devices and channels both online and offline.
3. Conversational Engagement
WEM supports this through communities, user generated content, commenting, trackbacks, micro-blogging, social media integration, analytics, social media monitoring and sentiment analysis.
4. Demand Generation
Targeted marketing is huge. With an overall goal of increasing the number and quality of relationships, WEM comes to the aid of demand generators through need recognition, relevancy enhancements and engagement triggers.
5. Sales Automation
Love isn't the only two-way street, and as social media analyst Jeremiah Owyang put it, "real-time isn't fast enough." This idea is manifest in WEM in areas like two-way CRM integration, social CRM and e-mail or other campaign integration with the content platform."