Gartner Research

Optimize Your Online Presence and Enhance the Experience for Customers and Users

Published: 25 February 2013

ID: G00248877

Analyst(s): Mick MacComascaigh, Gene Phifer


Few organizations fully exploit the huge potential of their online presence, with most putting too little focus on the intended impact of their communications. This research describes how IT leaders can use online channel optimization and user experience platforms to unleash their potential.

Table Of Contents


  • Why Organizations Need to Do Things Differently
  • Balancing Tactical Urgency With Strategic Vision
  • Online Channel Optimization
    • Steps Toward OCO
    • Multichannel Publishing
    • Cross-Channel Continuity
    • Cross-Channel Optimization
    • Think Holistically About the Online Channel
    • Devising an OCO Strategy
  • User Experience Platform
    • Core Features of the UXP
    • Additional Features of the UXP
    • "Roll Your Own" Versus Commercial Off-the-Shelf UXPs
  • How the UXP Supports and Complements OCO Strategies

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