Accenture Interactive – Joint Point of View with AdobeMaking it RelevantOptimizing the Digital Marketing Experience
Making it RelevantOptimizing the Digital Marketing ExperienceDigital is no longer a channel. It is                       I...
There are 6,000,000,000 mobile phonesof which 1,000,000,000 are smartphones
Digital Platform Building BlocksContemporary digital marketing platforms are highly flexible and facilitatea seamless and ...
Slate, a daily online magazine, is considered    to assist and automate analytics for 36    1       Data: The Foundation o...
Engineering Success                                  many companies are finding that CMOs                                 ...
To learn more about optimizing the digitalmarketing experience, contact:Anatoly Roytman                 Aseem ChandraAccen...
About Accenture InteractiveAccenture Interactive helps the world’s leading brands drive superior marketingperformance acro...
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Accenture optimizing-digital-marketing-experience-adobe

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Discover why cloud-based digital marketing platforms provide the foundation to deliver the most relevant customer experiences at scale to optimize marketing performance.

Digital is no longer a channel. It is the modus operandi for consumers, marketers and successful corporations. And getting digital right demands the ability for companies to deliver the right content at the right time to the right place—and at scale. It’s about delivering truly relevant and personalized customer experiences that secure buyers’ intent to purchase and keep them coming back.

Efficient production, personalized delivery and reuse of content across platforms, countries, languages and agencies are required to make the most of digital and drive superior marketing performance. Many companies are finding that cloud-based digital marketing platforms provide the foundation to deliver the most relevant customer experiences at scale, optimizing marketing performance.

Explore this point of view from Accenture Interactive and Adobe for insight into optimizing the digital marketing experience.

February 21, 2013

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Accenture optimizing-digital-marketing-experience-adobe

  1. 1. Accenture Interactive – Joint Point of View with AdobeMaking it RelevantOptimizing the Digital Marketing Experience
  2. 2. Making it RelevantOptimizing the Digital Marketing ExperienceDigital is no longer a channel. It is In today’s digital world, as customers make Efficient production, personalized delivery their way from anonymous browser to engaged and reuse of content across platforms,the modus operandi for consumers, buyer they may interact with a company countries, languages and agencies aremarketers and successful multiple times in different ways. At any one required to drive superior marketingcorporations. Consider these touch point 30 to 300 milliseconds may be performance. Many companies are findingcomparisons: There are one billion all the time there is to make a connection that cloud-based digital marketing platformscars and trucks in the world and and secure customers intent to purchase provide the foundation to deliver the most before they click away. Presenting the right relevant customer experiences at scale andthree billion credit cards. But, there content at the right time and right place is optimize marketing performance.are six billion mobile phones, of critical to driving relevancy and deliveringwhich one billion are smartphones. the most personalized experience possible.2And, while the world populationis roughly seven billion, there aremore than nine billion connecteddevices in use globally.1 There are 1,000,000,000 cars and trucks in the world 3,000,000,000 credit cards And, while the world population is roughly 7,000,000,000 there are more than 9,000,000,000 connected devices in use globally. GSMA, Nilson Report, United Nation Department of1 Economic and Social Affairs, Accenture analysis, May 2012. Baiju Shah and Nandini Nayak, “Got the R Factor: Driving2 breakthrough performance in the Era of Relevance,” Accenture, 2012.
  3. 3. There are 6,000,000,000 mobile phonesof which 1,000,000,000 are smartphones
  4. 4. Digital Platform Building BlocksContemporary digital marketing platforms are highly flexible and facilitatea seamless and relevant end-to-end customer experience across continuallyevolving digital channels.3 At their core, integrated digital platforms consistof four building blocks: data, content, analytics, and optimization (Figure 1).Each of these components play a significant role in helping companiescreate greater relevance and a superior customer experience.Figure 1: The Building Blocks of Integrated Digital Marketing Optimization 4 Personalized Media/ Multichannel Experience/ Marketing Execution Engagement ROI Analytics Reporting 3 Platforms Content 2 Data 1 Integrated Digital Platforms, Accenture 2012.3
  5. 5. Slate, a daily online magazine, is considered to assist and automate analytics for 36 1 Data: The Foundation of the Integrated Platform one of Web publishing’s pioneers and remains one of the most popular online properties supported by more than 60 websites under the Caesars umbrella. news and commentary sites. However, The platform collects anonymous visitor Slate.com had never been managed information about where visitors go onEnterprises have an abundance of data or published using a modern web the Web properties and how they reachedon prospects and customers but it is often content management system. This made the Web pages. The data can also belocked in a variety of function-specific administering the site cumbersome and segmented by property, market, or acrossapplications and channel-specific databases, put constraints on what could be achieved the enterprise to give marketers a cleareror stored in third party systems. In order with the website. The company chose to view of who its customers are in aggregateto drive a seamless and relevant customer implement comprehensive enterprise-class and how they respond to site content.experience, the data needs to be brought Web content management capabilities As a result of this analytics-based approachtogether, in a way that complies with relevant delivered as a cloud-based implementation. the company is successfully optimizing thelaws and regulations, to form actionable This enabled Slate to easily add capacity Web experience and increasing conversioninsights that will drive desired outcomes. and improve stability and performance, rates by as much as 70 percent for dozensIntegrated platforms should be able to keeping the site consistently available to of online properties.collect, manage, and execute on the data the public without administrative overhead.that is captured through the dialogue with This solution reduced the time to publishthe customer. This includes Web clickstream content by as much as 50 percent anddata, social media, mobile, video, customerrelationship management, call centers, point streamlined content syndication and mobile 4 Optimization: Taking Action to Maximize Return publishing across platforms. Perhaps mostof sale, and third-party marketing systems important, Slate can now respond quicklysuch as email or ad serving. By bringing The final building block of the integrated to emerging content and monetizationall this data onto one common platform, platform, optimization is about taking opportunities, and count on a stable,marketers can analyze their entire digital action on rich data and content to deliver flexible foundation to meet new Webmarketing investment and drive optimization. the highest return on marketing spend content publishing needs moving forward. and efforts. That action may be deliveringthat is captured through the dialogue with personalized experiences in real time that 2 Content: The Substancethe customer across multiple channels. of the Conversation 3 Analytics Reporting: Insight to Deliver Relevant Experiences engage and ultimately convert customers in ways not otherwise possible. Alternatively, it could be effectively executing multichannel campaigns—be it search, display, socialContent is what drives meaningful, relevant Within integrated digital platforms, analytics media, mobile, video, or games—thatconnections with customers and, as such, is builds on the data and content foundation. optimize ad dollars to deliver the highesta mission critical asset. Think of the different Interactive channels generate an enormous return possible.features and options to consider when buying amount of statistical information. Beinga TV, or how each new release of a smartphone For a global life sciences company, able to interpret this information andbrings new features and uses the customer optimization meant establishing a digital direct content to satisfy consumer intent isneeds to understand. Or think of a car with production and content management essential for companies wanting to competeits sophisticated entertainment platform and service that enables low cost content in today’s digital marketplace. An integratedintelligent dashboard that transmits details creation, as well as efficient reuse and analytics infrastructure provides the insightabout care maintenance, driver needs and approval of content across 12 major global critical to deliver relevant experiences,location services. All of these complex products markets and in seven different languages— monetizing content value and maximizingrequire detailed description, promotion and English, French, German, Spanish, Italian, return on marketing investment.terms of services, driving the need for extensive Chinese and Japanese. Over the first twocontent management capabilities. Gaming and entertainment company and a half years of service, the company Caesars Entertainment Corporation owns, has realized tens of millions in cost savings,To support this complex environment and operates, or manages 53 casino resorts including a more than 30 percent reductiondeliver the experiences demanded by today’s in seven countries, as well as several in content production costs, a signficantconsumers, the digital platform should golf courses. The company leveraged an increase in digital content availabilityprovide the capability and flexibility to integrated digital marketing platform and asset reuse.manage content in a multitude of ways.
  6. 6. Engineering Success many companies are finding that CMOs are naturally positioned to evolve into Optimized Experiences,To truly give the customer center stage in the the chief customer experience officer, or Optimized Investmentorganization of tomorrow, it is imperative that “CXO”, because the data that is necessary toexecutives embrace a technology strategy understand the customer, typically resides in Companies are discovering that throughdriven by customer-centric digital platforms. the marketing organization. The integrated integrated digital marketing platforms theyThis is a significant change of mindset from platform approach also demands a complex can increase the signup rate for a loyaltyhow enterprises have functioned for decades. mix of skills across product groups, program by 10 percent, increase website leadExecutives should challenge their current geographies and functional areas that conversion by more than 100 percent, improvethinking that limits their world of possibilities may be hard to come by. conversion on a major brand campaign by 33and prevents them from taking a leap in new percent, or simply reduce the time it takes to Some companies are using a Center of generate reports by a factor of 20.directions. A first step toward mindset change Excellence structure to leverage valuableand organizational readiness is to educate the By outsourcing content creation and skills most effectively and efficiently acrossorganization on the full capabilities and benefits management of technology and operations, the organization and optimally engineerintegrated digital platforms can provide. companies can focus on content quality the customer experience. while the outsourcing partner focuses onThe customer lifecycle spans a wide Outsourcing the management of integrated optimizing operations. For example, oneorganizational berth from the time the digital platforms to an external provider is large global consumer electronics enterprisecustomer is first introduced to the business, another organizational option; helping to outsourced its digital marketing platform,to a sales transaction to post-sales work across functional silos, provide hard content creation and content managementexperience. This can pose both skills and to find skills, and manage the complexity of function. Rather than focusing on operations,governance challenges for using integrated the rapidly evolving digital world. Choosing a this enabled the global Web team to focus onplatforms. In many organizations there cloud environment managed by a technology the needs of the core business and monitoris no single entity responsible for the full and services provider may be the most direct the actual quality of the content, particularlycustomer experience as it spans marketing, path to delivering results. But it is important localized content for each region. As thesales, service, IT and more. While there is to consider a technology solution that is outsourcer focused on managing the centralno one “right” organizational approach to integrated, flexible and available in the content management it was able to creategovern the customer experience, cloud or on an as-a-service basis. consistency in operations, content and branding. In addition to optimizing operations, this process resulted in cost savings of as much as 30 percent in the first year. Most important, the integrated digital marketing platform enables organizations to offer highly relevant experiences to customers who are constantly adapting, taking on new devices, and evolving their needs. When structured and managed effectively these platforms provide a flexible, seamless foundation to present the most compelling content at each customer interaction, drive greater engagement and higher conversion rates, to generate significant business results.
  7. 7. To learn more about optimizing the digitalmarketing experience, contact:Anatoly Roytman Aseem ChandraAccenture Interactive Adobe, Vice President,Managing Director, Europe Product Industry Marketinganatoly.roytman@accenture.com Digital Marketing Business Unit achandra@adobe.com
  8. 8. About Accenture InteractiveAccenture Interactive helps the world’s leading brands drive superior marketingperformance across the full multichannel customer experience. Working with over4,000 Accenture professionals dedicated to serving the marketing function, AccentureInteractive offers integrated, industrialized and industry-driven marketing solutionsand services across consulting, technology and outsourcing powered by analytics.Follow @AccentureSocial or visit accenture.com/interactive.About AccentureAccenture is a global management consulting, technology services and outsourcingcompany, with approximately 259,000 people serving clients in more than 120 countries.Combining unparalleled experience, comprehensive capabilities across all industries andbusiness functions, and extensive research on the world’s most successful companies,Accenture collaborates with clients to help them become high-performance businessesand governments. The company generated net revenues of US$27.9 billion for the fiscalyear ended Aug. 31, 2012. Its home page is www.accenture.com.About Adobe Systems IncorporatedAdobe is changing the world through digital experiences.For more information, visit www.adobe.com.About Adobe Marketing CloudNow there’s a place that puts everything digital marketers need in one spot. It’s calledthe Adobe Marketing Cloud. It includes a complete set of analytics, social, advertising,targeting and web experience management solutions and a real-time dashboardthat brings together everything marketers need to know about their campaigns.So marketers can get from data to insights to action, faster and smarter than ever.Copyright © 2013 AccentureAll rights reserved.Accenture, its logo, andHigh Performance Deliveredare trademarks of Accenture.This document makes descriptive reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of suchtrademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks.Information regarding third-party products, services and organizations was obtained from publicly available sources, and Accenture cannot confirm the accuracy orreliability of such sources or information. Its inclusion does not imply an endorsement by or of any third party.The views and opinions in this article should not be viewed as professional advice with respect to your business.

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