Digital Engagement - Content is Still King, Data is Queen

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Marketers and communicators are being faced with the engagement challenge, it is no longer just about having a shiny new website but it needs to earn it's keep as an essential, measurable part of a communication, marketing, citizen communication, customer relations or sales strategy.

All of this in an environment of more channels, with heightened visitor expectations and a demand to be relevant, responsive and agile. In this thought provoking presentation Ian explains where content and web content management sit in an integrated communications and marketing strategy.

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Digital Engagement - Content is Still King, Data is Queen

  1. 1. Digital Engagement Content is still King Data is Queen Arnez Nisperos Principal Solutions Consultant – Web Content Management arnez.nisperos@alterian.com
  2. 2. Let’s ask ourselves... How does Content and Web Content Management fit in your Integrated Communications and Marketing Strategy? • What is the role and importance of Content? • What is the role of a Web CMS system? • How do they fit in the bigger picture?
  3. 3. Why do you need Content - The Opportunity • Your Website: Communicate and Market • It’s your chance to engage, to persuade or to educate • How can you make the most out of this opportunity? • Content: Right Place at the Right Time
  4. 4. Has anything changed? • The “one size fits all” era is over • What do you serve? – video, podcasts, surveys, pictures, etc. • It's all about being personal and social • The new buzzword: engagement
  5. 5. Trends Alterian Annual Survey: 57% of respondents reported their plan to invest in engaging individuals on their website -second highest behind social media Content +Targeting
  6. 6. Engagement - The basic principle is simple • Understand • Good Content • Mechanism to Match • Opportunity to Deliver • A Way to Measure
  7. 7. Engagement - The basic principle is simple • Understand • Good Content • Mechanism to Match • Opportunity to Deliver • A Way to Measure Engagement Cycle
  8. 8. Customer Engagement Framework Multi-Channel Delivery Data Capture from Customers Strategy across all Channels RELATIVE DIALOG CAMPAIGN DESIGN INSIGHTS TARGETING Engagement and Content Customer Intelligence Strategy Cross-Company & External
  9. 9. Customer Engagement Framework Multi-Channel Delivery Data Capture from Customers Strategy across all Channels Listen through e.g. • Social media monitoring • Web (asset) analytics RELATIVE DIALOG • Email statistics / click throughs CAMPAIGN DESIGN INSIGHTS TARGETING Engagement and Content Customer Intelligence Strategy Cross-Company & External
  10. 10. LISTEN – Social Media Monitoring • Everyone is talking • 25% of search results are user generated • Insight into keywords • Understand market/competition • Insight into key influencers
  11. 11. LISTEN – Social Media Monitoring • Everyone is talking • 25% of search results are user generated • Insight into keywords • Understand market/competition • Insight into key influencers • Listen, Learn, Devise A Content Strategy & Engage! See http://www.youtube.com/watch?v=QV1t-MvnCrA (posted March 17)
  12. 12. Customer Engagement Framework Multi-Channel Delivery Data Capture from Customers Strategy across all Channels Listen through e.g. • Social media monitoring • Web (asset) analytics RELATIVE DIALOG • Email statistics / click throughs Combine with other sources, e.g. CAMPAIGN DESIGN • CRM data & Transactional data You’ll need a marketing database to do this properly and then • Profiling, Modeling, Segmentation Engagement and Content Customer Intelligence Strategy Cross-Company & External
  13. 13. Customer Engagement Framework Multi-Channel Delivery Data Capture from Customers Strategy across all Channels Listen through e.g. • Social media monitoring • Web (asset) analytics RELATIVE DIALOG • Email statistics / click throughs Plan and build phase: Combine with other sources, e.g. • CRM data & Transactional data • Create relevant Content • Plan and Build Campaigns Youl’ll need a marketing database • Contact Optimisation to do this properly and then • Profiling, Modeling, Segmentation Engagement and Content Customer Intelligence Strategy Cross-Company & External
  14. 14. Customer Engagement Framework Multi-Channel Delivery Data Capture from Customers Strategy across all Channels Personalized digital content: Listen through e.g. • Website, landing page, microsite • Social media monitoring • Email delivery • Web (asset) analytics • Social media postings • Email statistics / click throughs • Mobile delivery (SMS, etc) Plan and build phase: Combine with other sources, e.g. • CRM data & Transactional data • Create relevant Content • Plan and Build Campaigns Youl’ll need a marketing database • Contact Optimisation to do this properly and then • Profiling, Modeling, Segmentation Engagement and Content Customer Intelligence Strategy Cross-Company & External
  15. 15. Back to the original question… • Where do Content and Web Content Management sit in an integrated Communications and Marketing Strategy
  16. 16. Web Engagement Management • CONTENT needs to marry DATA to become relevant • Not Just Content But Context • Content needs to be tagged or classified to become DATA driven
  17. 17. Takeaways - Content is still King CONTENT Requirements • Fresh & Relevant • Persuasive Encourage the visitor to act and come back • Understand I know my audience, do I know my content? • Consistent Across multiple channels
  18. 18. Takeaways - Data is Queen Data Requirements • Leverage what you have • Consolidate • Don’t report on data, Understand • Be Creative • Select Proper Tools
  19. 19. Engagement and Alterian – Putting It All Together Understand 1 Target Measure 2 5 3 4 Listen Deliver 22
  20. 20. Digital Engagement Content is King Data is Queen Achieve your goals as a marketer or communicator – Engage!
  21. 21. Thank you Arnez Nisperos Principal Business Solution Consultant arnez.nisperos@alterian.com

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