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Top 5 Barriers to World-Class Digital Marketing
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Top 5 Barriers to World-Class Digital Marketing

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Digital marketing is changing faster and faster and cataclysmic changes loom on the near horizon. If your marketing department can’t adapt quickly to the changes from cross-channel marketing, ...

Digital marketing is changing faster and faster and cataclysmic changes loom on the near horizon. If your marketing department can’t adapt quickly to the changes from cross-channel marketing, personalization, marketing automation, and new analytics then your customers will find you obsolete and irrelevant. It really puts marketing in the position of adapt or die.

Interviews with almost 100 top-level digital marketers reveal five common barriers to building world-class digital marketing. But, for every one of these barriers there are proven ways to get over, under, around or through them.

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Top 5 Barriers to World-Class Digital Marketing Presentation Transcript

  • 1. www.sitecore.net BREAKING THROUGH THE TOP 5 BARRIERS TO WORLD-CLASS DIGITAL MARKETING
  • 2. www.sitecore.net Slides on Industry Acceleration and Users Owning Marketing !  TBD Marketing Overload
  • 3. www.sitecore.net WCM to Cross-Channel Digital Marketing
  • 4. www.sitecore.net What is Customer Experience? ! Integrated Platform ! Content Management ! Cross-Channel: Email, Web, Social Media, and Print ! Capture Individual User Data ! Rule-Based and Predictive Personalization ! Engagement Automation – Online and Offline ! Engagement Analytics with Business Intelligence
  • 5. www.sitecore.net Change Now or Be Trampled Lose Competitive Advantage
  • 6. www.sitecore.net Who Is Sitecore? 6
  • 7. www.sitecore.net Who is Sitecore 500+employees 50countries 21awards 11years in business 6moustaches 3000customers 500 8000developers 1000partners 1solution social butterflies geekscoffee lovers 5 450
  • 8. www.sitecore.net Over 30,000 Sites Rely on Sitecore
  • 9. www.sitecore.net Where Are You Now in the Revolution? 9
  • 10. www.sitecore.net
  • 11. www.sitecore.net Online Digital Maturity Assessment
  • 12. www.sitecore.net In Depth Assessment !  xxx
  • 13. www.sitecore.net Customer Experience Maturity Assessment Purpose of the Assessment !  Where is your organization today? •  Technical •  Digital Marketing !  Where do you want to be? !  When? !  How can you get there?
  • 14. www.sitecore.net !"# $!"# %!"# &!"# '!"# (!"# )!"# *!"# +!"# ,!"# $!!"# -../0123/4# 5/4.6789#://;.# 85/778908# <;6023/4# <4=89=214784=# >1424012?# :/@894784=# A82?=B0298# C246D20=/914E# F/4GH9/I=# J89@108# K80B4/?/EL# K92@8?# M4132=8# N2;12=8# -?1E4# OH371P8# F69=698# <4E2E8# Q1D8378#56.=/789.# Most Organizations at Initiate or Radiate Results from Over 500 Organizations
  • 15. www.sitecore.net Stages Needed for Digital Marketing Maturity
  • 16. www.sitecore.net Online Digital Maturity Assessment
  • 17. www.sitecore.net 5 Barriers to Digital Marketing Maturity 17
  • 18. www.sitecore.net Top 5 Barriers to Digital Marketing !  Lacking a Model of Understanding •  What to do? How to improve? •  New strategy and tactics? !  Restricted Budget •  Not enough money •  Not enough people !  Pressure for Short Term Gains •  Tie to Bus Strategy •  Low Hanging Fruit •  Inspiration, Vision, and Low Hanging Fruit !  Lacking Resources •  Get old and new done •  Shortage of staff •  Exponential increase of content with personalization and automation !  Managing Change •  Silo marketing to Cross-channel •  People change •  Organization Change
  • 19. www.sitecore.net Barrier – Lack a Process or Model of Understanding 19
  • 20. www.sitecore.net Fear of the Unknown !  What do we do? !  In what order? !  What is our strategy? !  What are our tactics?
  • 21. www.sitecore.net Fear of the Unknown !  People •  How Do We Change our Organization? •  Where Do We Get New Skills? !  Processes - Marketing •  How to Improve Marketing? •  How to Tie Digital Marketing to Business Objectives? •  How to Analyze Cross-Channel Marketing? •  What Order of Implementation? •  How to Build an Effective Cross-Channel Portfolio? !  Technology •  Can we Migrate Legacy Systems? •  What Technology to Use for Cross-Channel Integration? •  What is Our Implementation Plan?
  • 22. www.sitecore.net Process Solutions !  Use a Proven Process; Don’t Be a Pioneer (arrows in back) !  Use a Vendor or Agency with Experience in Digital Marketing Strategy •  It’s not technology – It’s People, Process, and Technology •  Start from Business Objectives, not from Marketing or Technology
  • 23. www.sitecore.net Scoping Workshop Engagement Values Workshop Simple Engagement Workshop Creating User Journeys Insights & Recommendatio n follow-up Optimization Workshop Configuring Profiling & Predictive Personalization Profiling & Predictive Personalization Workshop Engagement Automation Workshop Email Campaigning Workshop Use a Vendor or Agency with Knowledge Sitecore Business Optimization Services (SBOS) Workshops
  • 24. www.sitecore.net Process Preparation and Implementation 1.  Prepare the Vision 2.  Identify Business and Marketing Objectives 3.  Define 3 – 5 Persona 4.  Identify Visitor Journey 5.  Define Digital Marketing Goals 6.  Create Architecture and UX 7.  Map Digital Goals to Marketing Objectives 8.  Create Digital Relevancy (Content) Map 9.  Train on System 10.  Implement System 11.  Create and Enter Engagement Value Scale 12.  Define Cross-Channel Portfolio 13.  Optimize with A/B and MV Testing 14.  Define Key Fingerprints 15.  Capture Low-Hanging Fruit (Rules-based Personalization) 16.  Predictive Personalization 17.  Incorporate Marketing Automation Sponsorship 1.  Create a Captivating Vision 2.  Find a Sponsor 3.  Identify Business and Marketing Objectives 4.  Prepare the Business Case 5.  Sell the Now and the Future 6.  Gain Executive Team Buy-In 7.  Grab Intermediate Wins 8.  Celebrate Intermediate Wins 9.  Gain More Buy-In and Sponsors 10.  Stay Transparent
  • 25. www.sitecore.net Barrier – Restricted Budget 25
  • 26. www.sitecore.net Problem - Restricted Budget ! Not Enough Money ! Not Enough People
  • 27. www.sitecore.net Solutions – Restricted Budget !  Visualize the Negative Impact •  Becoming Irrelevant to Prospects •  Losing Competitive Marketing Advantage !  Build the Business Cases !  Map Digital Marketing to Business Objectives !  Map the Implementation and Org Dev Plans
  • 28. www.sitecore.net Business Cases 28
  • 29. www.sitecore.net
  • 30. www.sitecore.net “During the easyJet January Sale, easyJet’s biggest to date, our personalised homepage was helping fill two planes every minute” easyJet, Head of CRM
  • 31. www.sitecore.net
  • 32. www.sitecore.net 60% Increase New Member Acquisition 48% Transactions Completed Online
  • 33. www.sitecore.net Map Drivers to Business Objectives 33
  • 34. www.sitecore.net Drive Organizational Success with Digital Marketing Goals Digital Goal Marketing Objective Strategic Objective Strategic Theme Raving Fans Increase Reach Grow New Organic ??? Increase Sharing ??? Increase Loyalty Increase Engagement ??? Identify Segments ???
  • 35. www.sitecore.net Brainstorm Digital Goals and Engagement Values that Drive Objectives
  • 36. www.sitecore.net Map Changes Required 36
  • 37. www.sitecore.net Create a Roadmap
  • 38. www.sitecore.net Barrier – Pressure for Short Term Gain 38
  • 39. www.sitecore.net Solutions – Pressure for Short Term Gain !  Visualize the Future !  Make the Implementation and Metrics Maps Visible !  Measure the Effect of Digital Goals on Marketing Objectives !  Optimize with A/B, MV, Value/Visit, MoM !  Capture Quick Wins with Low-Hanging Fruit
  • 40. www.sitecore.net Heroes High Value High Visits Change to: •  Leverage Content •  Replicate Content/Titles •  Segment Target Attractors Low Value High Visits Change to: •  Improve Call to Action •  Better Button •  Segment Target Converters High Value Low Visits Change to: •  Increase Attraction •  Greater Visibility •  Different Channels Inerts Low Value Low Visits Change to: •  Run Longer •  Completely Change •  Delete •  Change Target Audience New Metrics – Campaign Effectiveness
  • 41. www.sitecore.net Capture Quick Wins with Low-Hanging Fruit 41
  • 42. www.sitecore.net Rules-Based Personalization The Digital Fingerprint Keywords Country Region City Device OS Referral Campaign IP adress IP Owner Visitor identification Language Day Time
  • 43. www.sitecore.net Rules-Based Personalization The Digital Fingerprint Keywords Country Region City Device OS Referral Campaign IP adress IP Owner Visitor identification Language Day Time
  • 44. www.sitecore.net Example – Rules Based Personalization !  Sitecore customer – New World Safaris !  Uses several niche sites to drive traffic to main site !  Employs personalization across niche sites to main site
  • 45. www.sitecore.net Default image on home page
  • 46. www.sitecore.net Key word search Nice! Number one organic result!
  • 47. www.sitecore.net Home page for World Primate Safaris When visitor goes here…
  • 48. www.sitecore.net Hero image personalized for primate
  • 49. www.sitecore.net Barrier – Limited Resources 49
  • 50. www.sitecore.net Barrier - Limited Resources !  Not Enough People; Not Enough Time •  Do old job and transition to new !  Increased Content with Personalization and Automation
  • 51. www.sitecore.net Solutions - Limited Resources !  Focused Personalization •  Focus on Personalizing Key Website Locations !  Focused Content •  Leverage Star Content – Marketing Optimization Matrix •  Digital Relevancy Map •  Focus on Content-Psychological Leverage Points in Visitor Journey !  Focus on Retention; Less on Acquisition •  Eliminate “Random Acts of Marketing” •  5 to 7 Times More Work to Acquire •  Retention, Upsell, Cross-sell •  Focus on Content-Psychological Leverage Points in Visitor Journey
  • 52. www.sitecore.net Spot 1 Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Spot 2 Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Personalization Spots on Pages Which content is most relevant according to visitor intent?
  • 53. www.sitecore.net !"#$"%&' ()*+*,&"+-./,.' 0%&"%&1'(*22'&3'4,/3%' R/?10L#C2S89.T J=2U# •  A1EB?L#8;602=8;# •  M4D/E?6=#/@89?/2;# •  JB/9=#/4#378# •  N8.8290B# •  >20=.#24;#V6/=8.#=/#.6HH/9=#2E84;2# •  5K-W#:84892?#N8E1.=923/4# •  5K-W#K/H10#-?89=.#X1=B#;8=21?8;#98EY# C8;12# C87Z89.# •  -03@8#/4#./012?#78;12# •  5B24E82Z?8#D/06.# •  [4/X#8H89=.# •  JB/9=#/4#378# •  J8290B#;91@84# •  K984;14E#=/H10.# •  ]1.1=.#8@84=.# •  5K-W#N8E1.=89#D/9#J/012?# •  5K-W#JB298#0/4=84=# •  5K-W#N8E1.=89#=/#0/4=20=#8H89=^# .0B/?29# J=2U#F:OT-;@# •  K/H102?#H2..1/4# •  >/06.8;# •  _1??14E#=/#84E2E8# •  K/H10#;91@84# •  J14E?8#D/06.# •  N82;.#48X.?8`89^#8@84=#?1.34E.# •  5K-W#a/X4?/2;.#98H/9=.# •  5K-W#N8E1.=89#D/9#D/06.8;#8@84=.# •  5K-W#N8E1.=89#D/9#48X.?8`89# Persona or Visitor Segmentation
  • 54. www.sitecore.net Digital Relevancy Map !  Map Visitor Journey for Target Persona !  Identify •  Intent (how is it revealed, using the Digital Fingerprint) •  Persuasive content •  Call to Action •  Prioritize
  • 55. www.sitecore.net Stop “Random Acts of Marketing” Know the Needs and Psychological Triggers
  • 56. www.sitecore.net Barrier – Organizational Change 56
  • 57. www.sitecore.net Barrier – Organizational Change !  Moving from Silo Marketing to Cross-channel !  Changing People, Skills, and Thought Patterns •  FUD !  Changing Marketing Culture and Processes •  Inertia in “How we used to do it!” •  Uncertainty in New Skills •  Fear of Risk
  • 58. www.sitecore.net Solutions – Organizational Change !  Hire an Organizational Dynamics Consultant Familiar with Technical Change !  Communicate a Transparent Implementation Process •  Start with CxO Giving the Message - “Critical to Success” •  Continually Transmit the Vision •  Publicize the Change Model and Plan •  Display Implementation Maps •  Squash Rumors •  Communicate Status to All at Meetings
  • 59. www.sitecore.net Solutions - Organizational Change !  Motivate Management •  Business Cases •  Show Digital Marketing that Drives Business Objectives •  ERP for Marketing – Transformed Mfgr in 1990s !  Motivate the Individuals •  Easier and Better Job •  Improved Career Skills
  • 60. www.sitecore.net Call to Action 60 Call to Action
  • 61. www.sitecore.net www.sitecore.net/GetOptimized Stages Needed for Digital Marketing Maturity
  • 62. www.sitecore.net Self-Assessment http://www.sitecore.net/cxmaturitymodel
  • 63. www.sitecore.net Thank You !  Questions?