OpenText has unveiled OpenText Web Experience Management (WEM), a new solution aimed at organisations managing global marketing operations via the Web.

“Organisations are demanding new and agile solutions to help them differentiate their market presence from competitors by further personalising and improving the overall customer experience on their websites. Success is measured by the ability to strengthen positive relationships with customers before, during and after the interaction,” said OpenText President and CEO, Mark J. Barrenechea. 

“OpenText Web Experience Management answers these needs by providing a compelling, intuitive and enjoyable interface that helps marketers create and manage their web sites for maximum retention, broadened brand awareness, and improved customer experience for increased revenue potential.”

It offers a redesigned interface based on HTML5 that provides non-technical marketers the ability to author from templates with drag and drop in-line editing capabilities and previews to see the website in context as it is seen by visitors using any type of device.

A flexible segmentation and targeting rules engine also helps marketers to incorporate capabilities from social media or integrated applications to deliver a recognisable experience for the end user. It also integrates with OpenText's Digital Asset Management (DAM) solution, OpenText Media Management (formerly known as Artesia)

Integration with many social networking sites, such as Facebook, Twitter and LinkedIn, allows in-context viewing prior to publishing.

Senior Director of Product Marketing, Marci Maddox, “These are fairly large enhancements.” 

"Pulling in customer data, WEM can control content assembled by demographics (location, time of day), historical data (from customer previous purchases) and situation (by pulling in social media that match a customer up with people who are searching for similar items).

"Previously we have been able to push content to Facebook but this time around we have introduced a simulator so anything you are pushing out to a social media stream you can view in its final context."