EPiServer Adage: Get Smarter Digital Marketing
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EPiServer Adage: Get Smarter Digital Marketing

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Get Smarter: Leveraging Integrations Across the Digital Marketing Ecosystem ...

Get Smarter: Leveraging Integrations Across the Digital Marketing Ecosystem

It's a challenge for marketers to manage their online presence and deliver timely and relevant content to their target audience, while continuously connecting individual interactions across digital channels.

Discover how you can deliver a integrated digital presence to improve the experience for customers and prospects, while efficiently increasing revenue.

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  • Digital Marketing – roots in WCMBut WCM is an old term – it’s more than managing content
  • Early 20th century, advantage was better manufacturing processes (Ford)
  • Early 20th century, advantage was better manufacturing processes (Ford)Mid 20th century, global industry meant getting goods to the market was key (Walmart)
  • Early 20th century, advantage was better manufacturing processes (Ford)Mid 20th century, global industry meant getting goods to the market was key (Walmart)Late 20th century, information became key (Amazon)
  • Early 20th century, advantage was better manufacturing processes (Ford)Mid 20th century, global industry meant getting goods to the market was key (Walmart)Late 20th century, information became key (Amazon)Now – customer experience (Apple) iPad 2 launch in NYC on 5th Ave.Forrester analyst Josh Bernoff calls it “The Age of the Customer”>Consumerization trend – connected consumersWe are all connected consumers (at work or at home)
  • I’ve use the term “customer experience” a couple of times, and just want to define what we are talking aboutBruceTemkin used to be a Forrester analyst, and notably, he was their most read analyst for 13 consecutive quartersNow he chairs the Customer Experience Professional Association.And this is what he says Customer Experience is…
  • Sometimes people ask “Isn’t this just marketing?” or “how is this different from customer service?”But the goal is a bit differentSo let’s define Customer Experience Management, which is all about increasing loyaltyAnd for this discussion, we are going to focus on needs and expectations online – perhaps digital expereince management
  • For customer experience management, I mentioned loyaltyI want to point out that the idea here is to increase lifetime value, or interaction with a brand, through loyalMany of the marketers I talk to are very focused on that first evaluation and conversion (customer acquisition)So loyalty in terms of increased purchase (volume or types) can have the effect of lowering acquisition cost per customer, but may also lead to opportunties for cost reduction (servicing existing customers) or better price control (which Apple has certainly mastered)Of the types of loyalty that are frequently discussed- Contractual (formal supplier agreement, or subscription)- Transactional (price, value, or convenience)- Functional (the product is simply viewed as superior)- Emotional (“feeling,” based on values, sensibilities, ego, or other intangibles) For today’s discussion, we are focused on transactional loyalty and the online experienceand how to drive it through a good or convenient experienceSome easy measurements could be, for example, ratings and reveiws, or social advocacy for a brand based on a good experience
  • Back to the connected consumerMajority of media consumptions are screen based90% of all media interactions are screen based38% of our daily media interactions are on smartphonesParallel sequentialSeq 98% movePC 24% find up to date workSmartphone 38% commentTablet entTV Hittad t
  • Consumers move between multiple devices to achieve their goals90% of people use multiple screens sequentiallySeach is the most common way consumers continue from one device to another
  • Online shopping is a multi-screen activity67% of people who have used multiple devices sequentially to shop onlineSmartphones enables spur of the moment shopping19% planned81% spontaneous
  • With some very proven benefitsHere the “activity” and “search data” are characteristics that you can know about each visitorSuch asReferring siteSearch terms used to reach your site or on the siteLinks takenRepeat visitorsAdditionally, if the visitor can log in, you can buidl a much richer profile to work against
  • With all that channel switching going on, how can you detect which journey each should be on?
  • Next challenge is technologyYour view of channels might just be “silos”Limits consistent experienceDifficult to understand behavior
  • You probably have a web siteAnd maybe it’s connected to a CRMBut there is an entire silo around analytics and optimization
  • But do you use other technology to drive traffic to the site?And can you adjust your site for best practices? (landing page etc. that match the message on the teaserHow can you improve effectiveness of paid traffic conversions with personalization?
  • Maybe you have an email system (or Marketing Automation like Silverpop?)
  • Same story here – how connected is thisReusing content?How to correlate behavior from loose landing pages on a different domain
  • How about mobile?I still find many companies who have separate mobile sitesMobile is probably the key area that the “connected consumer” is driving forward the fastestIf the site doesn’t look good, the visitor bounces awayMobile (tablet or phone) supports key steps of the process (even in B2B)
  • Once again, what’s the connection?Content reuseAnalytics about visitor behavior on their journey
  • Best brands ruthlessly consistent = Jez Frampton (most likely)
  • High tech firstThen go to retail

EPiServer Adage: Get Smarter Digital Marketing EPiServer Adage: Get Smarter Digital Marketing Presentation Transcript

  • Leveraging Integrations Across the Digital Marketing EcosystemGet SmarterBob Egner, VP Product ManagementRoy Chomko, President Adage Technologies
  • CustomerExperienceIntroducing EPiServerImproving customer experience by combing e-Commerce anddigital marketing softwareDigitalMarketingE-Commerce
  • Introducing EPiServerImproving customer experience by combing e-Commerce anddigital marketing softwareCustomerExperience View slide
  • Successful B2C and B2B sitesover 5000customersin 30countriesthrough a network of 630partners View slide
  • Evolution of Advantage5
  • Evolution of Advantage6
  • Evolution of Advantage7
  • Evolution of Advantage8
  • “Customer Experience isthe perception thatcustomers have of theirinteractions with anorganization.”Bruce TemkinCo-founder and Chairman CXPA
  • “Customer ExperienceManagement is thediscipline of increasingloyalty by exceedingcustomers’ needs andexpectations.” Bruce TemkinCo-founder and Chairman CXPA
  • Loyalty Loop• 53% of US grocery retail customers are enrolled in a loyalty program• 48% of those spend more then they otherwise would haveMcKinsey Research
  • Source: Google/Ipsos/Sterling 201238%
  • Source: Google/Ipsos/Sterling 201281%67%46%43%
  • 81%19%Source: Google/Ipsos/Sterling 2012
  • Right Message, Right AudienceAndy BettsEconsultancy.com
  • CustomerJournalistJob seekerCompetitorSupplierSocial media visitor
  • Web Mobile Tablet E-mailChannels or Silos?And what about other Digital Marketing technologies?Analytics CRM DAME-Commerce Portals SearchSocial Media User Generated Content
  • Digital EcosystemWeb SiteAnalyticsCRM
  • Digital EcosystemWeb SiteAnalyticsCRMHow do you drive traffic?• Organic search?• Paid search?• Display ad?• Social?• Blog??Can you manage the site?Can you personalize the experience?Is the CRM connected?? ?
  • Digital EcosystemWeb SiteLanding PagesAnalyticsAnalyticsCRM
  • Digital EcosystemWeb SiteLanding PagesAnalyticsAnalyticsCRMHow do you driveengagement?Is CRM connected?Do analytics tie???
  • Digital EcosystemWeb SiteLanding PagesMobile SiteAnalyticsAnalyticsAnalyticsCRM
  • Digital EcosystemWeb SiteLanding PagesMobile SiteAnalyticsAnalyticsAnalyticsCRMHow do you handle mobiletraffic?Can you reuse content?Do analytics tie???
  • Value of Digital Marketing EcosystemGreat experience that drives loyalty and lifetime value…• Personalize and Contextualize across channels– Consumers expect to find content immediately– And formatted for their device of choice• Same message on all channels– The best brands are ruthlessly consistent• Build knowledge of your digital visitors– Who consumes what content, when, and why?– How can you understand their place in a journey?Systems must work together!
  • Practical Examplewww.Silverpop.com
  • • Web and applicationdevelopment• Formed in 2001• Chicago, IL
  • Integration27Website and CMSHow can we integrate these different systems?
  • The Need Silverpop wanted to fully integrate their website, SilverpopEngage, and Salesforce Visitors Personalized experience Dynamic content Progressive profiling Marketers Easy to update content Controls had to be fully accessible IT Minimal involvement post launch28
  • User visits the siteUser engagesSolution ExampleStep 1Step 2www.silverpop.comStep 3User participates
  • Step 1 – User Visits SiteVisitor www.silverpop.comStatus: User visits site We know little about the user at this point except standardanalytics information System drops cookie on user’s machine Session ID is created on the serverSession IDCookie
  • Step 1 – User Visits Site
  • Step 2 – User ParticipationStatus: Visitor enters first name and selects industry on web site EPiServer maintains a session profile on user (visitor groups) EPiServer delivers dynamic content based on industry selection- First name- IndustryEPiServerPersonalizationVisitor
  • Step 2 – User Participation
  • Retail & E-TailStep 2 – User ParticipationA very different experience based on industry selectionHigh Tech
  • Step 3 – Download WhitepaperStatus: User clicks on whitepaper download Completes form User session data sent to Silverpop Engage Silverpop Customer ID dropped into user cookie Silverpop Engage data syncs with SalesforceSilverpopEngageSalesforceVisitor Completes formCookie
  • Step 3 – Download Whitepaper
  •  First Name Last Name Company Email Country State Industry Interest Behavior37What do we know now?
  • User profiling continues …
  • Summary Marketing and sales data are in sync Website actions (whitepaper downloads, event signups,webinar registrations, etc.) are logged in Silverpop Engage These actions then inform digital marketing strategy Start simple and expand39
  • Thank you!Bob EgnerVP Product ManagementBob.Egner@EPiServer.com+1 (630) 624 2345Roy ChomkoPresident, Adage Technologiesrchomko@AdageTechnologies.com+1 (312) 948-5981