Marketing lifecycles : let the customer get more out of your product range.

As an option (but a powerful one!) you can reuse WebMS Marketing lifecycles to build your product/services catalogue quickly and more easily.
1. Structure level : the lifecycle stages for each product are defined
in the site Tree Editor.
They are quickly derived from the generic product lifecycle you designed for
your site, and easily customized.

In many cases, a single product has to show every customer type a different facet : if the customer is new to your field, he will need a basic introduction, while if he's a power user, you'd rather let him read the advanced features of your user manual.
Such a fragmentation of your content must be adequately reflected by :
  • The main divisions of your product information (content level).
  • The relative positions and site tree relations between those content divisions : product categories vs. product features, hyperlink navigation (structure level).
  • The visual way the navigation menus, buttons and links present that structure to the user (style level).
2. Content level : the lifecycle stages get language-specific labels, adapted to
the mindset of your marketing targets.

Marketing Lifecycles let you reorganise your content for each market segment or customer type, providing the user experience which best suits its mindset.

Of course, you are not supposed to use marketing lifecycles in any WebMS-borne website.
You might prefer the generic page types to produce content pages and navigation, or, on the contrary, have a site completely tailor-made by your webdesigner in charge.

Conversely, if the default Marketing Lifecycles are not enough, you can customize them.

Be it consumer goods, drugs, automotives, telecoms... every type of product or service has specific features that entail specific communication needs.

Adding a pdf user manual, medical notice, lease plan option or volume rebates to some items in your product range is easy.
3. Style level : the webdesigner defines the graphical navigation skin that will let end-users click from stage
to stage. Content, style and structure are merged in the final GUI.


This is all OK for WebMS. Site Grammar ® is flexible and can be easily adapted to better suit your specific market needs.

Also, you may want the lifecycles to be personalised for each customer : in this case, you may choose to design an application that digs your CRM data, selects the pertinent content and adapts the lifecycle presentation to every single end-user's passive profile and active (opt-in) preferences.