2. Mastering the Customer
Engagement Ecosystem
with CQ5
Lars Trieloff, Product Manager

3. I’m sure you have
seen the headlines

5. Other authorities have
weighted in

6. “The internet is
completely over”
— Prince, 2010

7. Is it 2001 again?

8. Certainly not.

9. But what happened?

10. Single Channel

11. Single Channel
(long ago)

12. Multi Channel
(anno 2001)

13. Micro Channel
right now

15. Communities MySpace
Radio Direct Mail RSS
Mobile SEO Blogs
Catalog POS Twitter
E-Mail Stores SEM TV
Apps Website Facebook
Youtube Call Centers

16. Web-centric Micro
Channels

17. Website, Blogs, RSS,
Twitter, SEO,
Facebook, Youtube,
MySpace, Mobile,
SEM

18. But what about the
rest?

19. Stores & POS

20. Stores & POS

21. Stores & POS

22. Mobile & Apps

23. Mobile & Apps
(next session)

24. TV & Radio

25. TV & Radio

26. Catalogs, Direct Mail
& Email

27. Catalogs, Direct Mail
& Email
(this session)

28. But first:

29. What is the
Customer
Engagement
Ecosystem?

30. Co
n
io
n
nt
ve
te
rs
Re
io
n
Acquisition

31. Successful Customer
Engagement means:

33. Create Value

34. Create Value
Build Relationships

35. Create Value
Build Relationships
Design Experiences

37. 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)

38. 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)

39. Customers and
Marketers: Lost in the
wilderness

40. our offer: a plan & a
map

42. Identify your customer

43. Identify your customer
Build the experience

44. Identify your customer
Build the experience
Speak with one voice

45. Speaking with one voice
! Take control of
your marketing
technology
! Create content in
one place
! Deliver through
the main channel

46. 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

47. The web is more
relevant than ever