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5 barriers to digital marketing final 5 barriers to digital marketing final Presentation Transcript

  • www.sitecore.net BREAKING THROUGH THE TOP 5 BARRIERS TO WORLD-CLASS DIGITAL MARKETING
  • www.sitecore.net Slides on Industry Acceleration and Users Owning Marketing TBD Marketing Overload
  • www.sitecore.net WCM to Cross-Channel Digital Marketing View slide
  • www.sitecore.net What is Digital Marketing? 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 View slide
  • www.sitecore.net Change Now or Be Trampled Lose Competitive Advantage
  • www.sitecore.net Who Is Sitecore? 6
  • www.sitecore.net Sitecore Overview Recognized Leadership • Gartner Magic Quadrant Customers • 13 Global Offices • Over 3,000 customers • Over 8,000 certified developers • Over 1,000 partners Financial • 40% YOY Growth 4 Years People Process Technology • Consulting • Move Up the Digital Marketing Curve
  • www.sitecore.net Over 30,000 Sites Rely on Sitecore
  • www.sitecore.net Where Are You Now in the Revolution? 9
  • www.sitecore.net
  • www.sitecore.net Online Digital Maturity Assessment
  • www.sitecore.net In Depth Assessment xxx
  • 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?
  • www.sitecore.net Customer Experience Maturity Assessment Align • Strengthen business case by using Engagement Values to measure digital goals that drive strategic/marketing objectives. • Harvest low-hanging fruit such as rules-based personalization. • Use A/B testing on key conversion pages and CTA. • Optimize customer touch points using EV analytics. • Begin planning how to unify customer data in a single repository. • Where do you need resources? Acquisition, analytics, channel?
  • www.sitecore.net 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Association Consumer Goods eCommerce Education Entertainment Financial Government Healthcare Manufactoring Non-profit Service Technology Travel Initiate Radiate Align Optimize Nurture Engage Lifetime Customers Most Organizations at Initiate or Radiate Results from Over 500 Organizations
  • www.sitecore.net Stages Needed for Digital Marketing Maturity
  • www.sitecore.net Online Digital Maturity Assessment
  • www.sitecore.net 5 Barriers to Digital Marketing Maturity 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
  • www.sitecore.net Barrier – Lack a Process or Model of Understanding 20
  • www.sitecore.net Fear of the Unknown What do we do? In what order? What is our strategy? What are our tactics?
  • 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?
  • 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
  • www.sitecore.net Scoping Workshop Engagement Values Workshop Simple Engagement Workshop Creating User Journeys Insights & Recommendation 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
  • 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
  • www.sitecore.net Barrier – Restricted Budget 26
  • www.sitecore.net Problem - Restricted Budget Not Enough Money Not Enough People
  • 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
  • www.sitecore.net Business Cases 29
  • www.sitecore.net
  • 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
  • www.sitecore.net
  • www.sitecore.net 60% Increase New Member Acquisition 48% Transactions Completed Online
  • www.sitecore.net Map Drivers to Business Objectives 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 ???
  • www.sitecore.net Brainstorm Digital Goals and Engagement Values that Drive Objectives
  • www.sitecore.net Map Changes Required 37
  • www.sitecore.net Create a Roadmap
  • www.sitecore.net Let them Hear the Elephants Coming! 39
  • www.sitecore.net Change Now or Be Trampled Lose Competitive Advantage
  • www.sitecore.net Barrier – Pressure for Short Term Gain 41
  • www.sitecore.net Problem – Pressure for Short Term Gain Fear of High Risk Need for Short Term Gain Lack of Clear Vision
  • 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
  • www.sitecore.net Emphasize how Digital Marketing Drives Business Objectives 44
  • 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 ???
  • www.sitecore.net Capture Quick Wins with Low-Hanging Fruit 46
  • 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
  • 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 There’s a Glow and Grace Period after Quick Wins
  • 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
  • www.sitecore.net Default image on home page
  • www.sitecore.net Key word search Nice! Number one organic result!
  • www.sitecore.net Home page for World Primate Safaris When visitor goes here…
  • www.sitecore.net Hero image personalized for primate
  • www.sitecore.net Barrier – Limited Resources 54
  • 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
  • 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
  • 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?
  • www.sitecore.net Segment Characteristics Intent, Call to Action Policy Makers/Staff • Highly educated • Infoglut overload • Short on time • Research • Facts and quotes to support agenda • CTA: General Registration • CTA: Topic Alerts with detailed reg. Media Members • Active on social media • Changeable focus • Know experts • Short on time • Search driven • Trending topics • Visits events • CTA: Register for Social • CTA: Share content • CTA: Register to contact expert, scholar Staff NGO/Adv • Topical passion • Focused • Willing to engage • Topic driven • Single focus • Reads newsletter, event listings • CTA: Downloads reports • CTA: Register for focused events • CTA: Register for newsletter Persona or Visitor Segmentation
  • 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
  • www.sitecore.net Stop “Random Acts of Marketing” Know the Needs and Psychological Triggers
  • www.sitecore.net Barrier – Organizational Change 61
  • 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
  • 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
  • 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
  • www.sitecore.net Solutions - Organizational Change Organizational Change • Our Iceberg is Melting - Catastrophic Change Needed Now - “Our Iceberg is Melting”, John Kotter • Trapeze – Fire on old side, Net in middle, Safety on the new side - Make it Difficult to Stay on the Old Side - Make it Safer to Move to the New Side - Warnings, Training, Mentors, Bonuses • Frog in Water – Gradual Transformation - Make Change Gradually So No One Notices
  • www.sitecore.net Call to Action 66 Call to Action
  • www.sitecore.net www.sitecore.net/GetOptimized Stages Needed for Digital Marketing Maturity
  • www.sitecore.net Self-Assessment http://www.sitecore.net/cxmaturitymodel