Mastering the customer engagement ecosystem with CQ5

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Mastering the customer engagement ecosystem with CQ5

  1. 1. Mastering the Customer Engagement Ecosystem with CQ5 Lars Trieloff, Product Manager
  2. 2. I’m sure you have seen the headlines
  3. 3. Other authorities have weighted in
  4. 4. “The internet is completely over” — Prince, 2010
  5. 5. Is it 2001 again?
  6. 6. Certainly not.
  7. 7. But what happened?
  8. 8. Single Channel
  9. 9. Single Channel (long ago)
  10. 10. Multi Channel (anno 2001)
  11. 11. Micro Channel right now
  12. 12. Communities MySpace Radio Direct Mail RSS Mobile SEO Blogs Catalog POS Twitter E-Mail Stores SEM TV Apps Website Facebook Youtube Call Centers
  13. 13. Web-centric Micro Channels
  14. 14. Website, Blogs, RSS, Twitter, SEO, Facebook, Youtube, MySpace, Mobile, SEM
  15. 15. But what about the rest?
  16. 16. Stores & POS
  17. 17. Stores & POS
  18. 18. Stores & POS
  19. 19. Mobile & Apps
  20. 20. Mobile & Apps (next session)
  21. 21. TV & Radio
  22. 22. TV & Radio
  23. 23. Catalogs, Direct Mail & Email
  24. 24. Catalogs, Direct Mail & Email (this session)
  25. 25. But first:
  26. 26. What is the Customer Engagement Ecosystem?
  27. 27. Co n io n nt ve te rs Re io n Acquisition
  28. 28. Successful Customer Engagement means:
  29. 29. Create Value
  30. 30. Create Value Build Relationships
  31. 31. Create Value Build Relationships Design Experiences
  32. 32. Channels = Audiences ! Technologies Boomers Generation X Millennials Outside US Web Web Team Web Team Social Media Team Local Team Print Catalog Team Direct Mail Team Mobile Mobile Team Mobile Team Mobile Team Social Social Media Team Social Media Team (fragmented teams)
  33. 33. Channels = Audiences ! Technologies Boomers Generation X Millennials Outside US Web Web Team Web Team Social Media Team Local Team Print Catalog Team Direct Mail Team Mobile Mobile Team Mobile Team Mobile Team Social Social Media Team Social Media Team (fragmented messages)
  34. 34. Customers and Marketers: Lost in the wilderness
  35. 35. our offer: a plan & a map
  36. 36. Identify your customer
  37. 37. Identify your customer Build the experience
  38. 38. Identify your customer Build the experience Speak with one voice
  39. 39. Speaking with one voice ! Take control of your marketing technology ! Create content in one place ! Deliver through the main channel
  40. 40. Asset- Creative Web to centric workflow Task Print applications support Management Audio Multisite Calendaring Metadata Management Wikis CRM Forms Campaign Images Planning Gadgets Landing Pages Segmentation Groups Search Ad Servers Optimization Pay Walls E-Commerce Mobile Loyalty Video Analytics Programs Chat Tagging Targeting Lead Nurturing Twitter Feeds SEO Lead Social Collaboration Forums Scoring Facebook Newsletter Digital Asset Management Activities Blogs Web Content Management E-Commerce & Monetization Marketing Resource Management Profiles Marketing Campaign Management
  41. 41. The web is more relevant than ever

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