"Ultra-Web-savvy marketers are doing great experiments with social-networking platforms, community forums, and the like," says AJ Harring in a recent article at MarketingProfs. But there's one hitch: Few of their efforts are interconnected in a meaningful way to boost customer engagement at their websites, he argues.

A few companies are getting it right, he writes. Adidas and Red Bull, for example, are using CRM techniques to turn "passive" websites into "dynamic, personalized Web experiences."

So, how are they doing it? They're using new technology to "embed Web 2.0 and community functionality within their sites," Harring says. And the key to it all, he says, is "a state-of-the-art content management system."

He offers some tips for using a Web 2.0-level CMS to boost your online CRM. Among his suggestions:

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