Engaging consumers through digital experiences

Engaging Consumers through
Digital Experiences
Jorge
Teyssandier,
VP Technology
Julio De Salvo,
Technical
Director
Javier Scher,
Technical
Director
Sebastián
Gesualdo,
Technical
Director
Mariano D’
Agostino,
Drupal
Architect
Juan
Casanova,
Technical
Director
Delfina Casal,
Digital
Marketing
Practice Lead
Agustín
Baretto,
Product
Manager

Companies engage with “technology voracious” users, customers, employees, partners
who have high expectations.
Today’s challenge
Globant Proprietary | Confidential Information
Users demand more personalized experiences.
They want to create an emotional tie with brands, which in turn increases loyalty.

NEEDS TO ADAPT
NEEDS TO TRANSFORM ITS BUSINESS
NEEDS TO CREATE NEW AND SMART JOURNEYS FOR USERS
The Opportunity
Every company in the world...

How can Manolo target their experience
to millennials during summer holidays?

Globant is a digitally native
technology services company
We dream and build digital journeys that
matter to millions of users, a pure play on
emerging technologies.
We are the place where innovation, design,
and engineering meet scale.
We deliver value by leveraging global talent
from development centers in North America,
Latin America, and Asia.

Smart Digital Journey Engine
Store Mobile App Website Wearable Device Ecommerce
big data fast data
Services over
Platforms
Consumer Experience
Cognitive
Computing
Creating a Digital Journey
CMS digital marketing

Do you remember?
1996
Content is where I expect much of the real
money will be made on the Internet, just as it
was in broadcasting.

CONTENT IS KINGX

DIGITAL CONTENT
MARKETING
...or bringing content to the right level...

Seamless
Omnichannel
Experience
Context
ContextContent
Consistency

PERSONALIZATION

PERSONALIZATION
is the use of data to deliver a relevant and engaging experience to a
customer across channels and devices (even in B2B).
GOAL: Become an organization your customer trust.

what do marketers say?
68% marketers plan to use more
personalization.
ROI of Personalized Marketing Campaigns
According to US Marketers, March 2011
% of respondents
45%: Would be better with more relevant data.
34%: Highly effective & measurable ROI.
14%: Better response rate than mass-market.
7%: Response has been marginal.
PERSONALIZATION
what do customers say?
Consumers appreciate customized
recommendations...but they put off by:
superficial recommendation: “they only
know my name.
negative recommendations: “products I
don’t care, products I’ve refused or
sensitive for me”.

OPTIMIZATION
Understand how your content is performing in real time and promote the best content.
PROBLEMS
Slow time to market to identify best performing content.
Inability to promote information sharing because because of organization skills.
Struggle to correct course once low performing course is identified.
GOALS
Serve most relevant content first.
Proactively author content based on trends.
Leverage analytics capabilities when authoring content.

KEY TAKEAWAYS
Shorten the cycle of iterations (aka be agile).
Close the feedback loop.
Empower people with great technology.

The promotion of products or
brands via one or more
forms of targeted and
measurable electronic
media & technology.

AWARENESS
Strangers
CONSIDERATION
Visitors
EVALUATION
Leads
PURCHASE
Customers
LOYALTY
Advocates
Marketing Funnel Model

SOCIAL MEDIA
SEARCH ENGINE
OPTIMIZATION
CONTENT CREATION
DIGITAL
ADVERTISING
SOCIAL APPS &
CUSTOM SOLUTIONS
EMAIL MARKETING
ANALYTICS & POST-CLICK ANALYSIS
Digital Marketing Activities

AWARENESS
Strangers
CONSIDERATION
Visitors
EVALUATION
Leads
PURCHASE
Customers
LOYALTY
Advocates
SEO
Social
Media
Content
Creation
Digital
Advertising
Email
Marketing
Social Apps + Custom
Solutions
Activities + Strategies

Goals
Objective
Strategy
Tactic
What is a Digital Marketing Strategy
S - Specific
M - Measurable
A -Attainable
R - Relevant
T - Time- Bound

Let's create a DM Strategy for Manolo:
1. Explore the situation
2. Define objective
3. Define the strategy
4. Implement

1. Explore the situation

Millennials
connected
carpe diem
sharing and
participation
experiences
not posessions
online
transactions

Objective
Strategy
Tactics
Increase sales by X% among millennials during Summer
Vacations
2. Define goals

Increase sales among millennials during Summer Vacations
Based on offering relevant experiences
Objective
Strategy
Tactics
3. Define strategy
Globant Proprietary | Confidential InformationGlobant Proprietary | Confidential Information

Increase sales among millennials during Summer Vacations
Based on offering relevant experiences
cha cha channn...
Objective
Strategy
Tactics
4. Implement
Globant Proprietary | Confidential InformationGlobant Proprietary | Confidential Information

Focus on Mobile & Social

AWARENESS
Strangers
CONSIDERATION
Visitors
EVALUATION
Leads
PURCHASE
Customers
LOYALTY
Advocates
Marketing Funnel

e-Commerce for Deliveries

Crowdsourcing & Fun

Time-based coupons

Weather Targeted Ads

AWARENESS
Strangers
CONSIDERATION
Visitors
EVALUATION
Leads
PURCHASE
Customers
LOYALTY
Advocates
Marketing Funnel

Digital journeys through seamless experience
content
delivery
content
aggregation
content
creation
web feed push email ads
Content & Digital Journey

content
delivery
content
aggregation
content
creation
web feed push email tracking &
analytics
reco & perso,
mktg autom
location time history interests social
ads

The early years - 90s
The age of static pages

Rebuilding during the
noughties - 2000s
Dynamic pages and rise of CMS

Trust me. I’m a programmer.

First Content Management Systems

New Generation of CMS
Getting to the next stage

Everyone can build a
website now!

● Video & Interactive multimedia
● Social interaction
● Support for mobile devices
● Multi-site & Localization
● Publication workflow
● Advanced security
● Integration with 3rd parties
● Digital Marketing tools
New Features

DEV
POD
Team Composition
CMS Dev
UX Designer
Site Builder
UI Designer
QC Analyst
Tech Lead
Content Producer
PM
BA
Frontend Dev

content
delivery
content
aggregation
content
creation
repository workflow user mgmnt search media
web feed push email tracking &
analytics
reco & perso,
mktg autom
content
optimization
location time history interests social
ads

The
Forrester
Wave
report

Success Stories
Amazing experiences for Globers, awesome
products for customers

Complete redesign of the current site for NatGeo Kids.
To make a mobile-friendly National Geographic Kids website
that engages visitors and inspires a generation of curious
kids to learn.
● Six month project, work felt like a great week at
camp that you never wanted to end.
● Launched in 2014
● Won Webby People's Voice Award 2015
National Geographic Kids

Global PUMA.com
Working in partnership with Acquia, Globant has
developed the WCMS that allows to administer contents
for the non-commerce global site.
● First launched in August 2014.
● New version will be launched within the next
month.
● Site of the Year 2015 Winner.
● Acquia MVP 2014 Winner.

Now, let us know your
questions and ideas

Engaging consumers through digital experiences

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