Harness the Power of Your Digital Marketing Tool Box
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Core to any digital transformation effort are the tools used to create, manage, and deliver a digital experience. This foundation helps you create great experiences that stand out from your competition, gain brand recognition, and improve interactions with customers. Our experts demonstrated how web content management tools are being used to deliver amazing digital experiences across web, mobile, commerce and social that support your overall digital transformation strategy. Discover how best-in-class companies are harnessing the power of these tools and learn: -Key components in a digital transformation toolbox from web content management, user analytics and personalized content, to marketing tools and social interactions -How this tool box helps to attract, engage, and enable customer feedback -How web content management tools support your digital transformation efforts through content marketing and publishing, content tagging, search engine optimization, and more -Ways that companies are integrating these transformative tools to provide a wealth of information so you can continually improve the digital experience
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Harness the Power of Your Digital Marketing Tool Box
- 1. DIGITAL TRANSFORMATION IN 2015 Harness the Power of Your Digital Marketing Tool Box #PerficientDigital facebook.com/perficient twitter.com/PRFT_Transformlinkedin.com/company/perficient
- 2. Perficient is a leading information technology consulting firm serving clients throughout North America. We help clients implement business-driven technology solutions that integrate business processes, improve worker productivity, increase customer loyalty and create a more agile enterprise to better respond to new business opportunities. ABOUT PERFICIENT
- 3. #PerficientDigital 3 PERFICIENT PROFILE Founded in 1997 Public, NASDAQ: PRFT 2014 revenue $456.7 million Major market locations: Allentown, Atlanta, Ann Arbor, Boston, Charlotte, Chicago, Cincinnati, Columbus, Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Lafayette, Milwaukee, Minneapolis, New York City, Northern California, Oxford (UK), Southern California, St. Louis, Toronto Global delivery centers in China and India >2,600 colleagues Dedicated solution practices ~90% repeat business rate Alliance partnerships with major technology vendors Multiple vendor/industry technology and growth awards
- 4. 4#PerficientDigital INDUSTRIES Healthcare Financial Services Life Sciences Retail & Consumer Goods Automotive & Transportation High Tech Telecom Energy & Utilities Manufacturing Media & Entertainment PORTAL Portal Frameworks Search Security Web Analytics Web Content Management Social & Collaboration Mobility Experience Design INTEGRATION Integration Frameworks Cloud Architecture Reference Architecture Application Integration Enterprise Application Integration Service Oriented Architecture Process & Content Integration Business Process Management Complex Event Processing Rules Engines DATA & CONTENT Business Analytics Business Intelligence Predictive Analytics Reporting Structured Data Management Data Integration, Quality & Governance Enterprise Data Warehouse Master Data Management Product & Information Mgmt Unstructured Data Management Big Data Content Intelligence Content Management Enterprise Search CUSTOMER EXPERIENCE Customer 360 Multi Channel Enablement Relationship Management Social Engagement Commerce Marketing Strategy Implementation Order Management Supply Chain Management Service & Support Managed Hosting Sales & Service Support Customer Service, Sales Force Automation Experience Design Strategic Roadmaps & Envision Workshops User Research & Metrics Analysis Creative & Interaction Design Custom & Responsive UI Development Digital Marketing Search Engine Marketing Online Advertising Content Strategy Conversion Optimization Management Consulting BUSINESS OPERATIONS Corporate Performance Management Budgeting, Forecasting & Planning Business Analysis & Predictive Analytics Enterprise Business Solutions Oracle EBS Vertex Tax Solutions Human Resource Solutions Employee Portals Human Resource Management Talent Management Enterprise Social Platforms Social Strategy Lync Unified Communications Office 365 Management Consulting OUR SOLUTIONS PORTFOLIO
- 5. 5#PerficientDigital PRESENTER Mark Polly Director, Digital Solutions @markapolly mark.polly@perficient.com
- 6. #PerficientDigital 6 HARNESS THE POWER OF YOUR DIGITAL MARKETING TOOL BOX Agenda • Key components in a digital marketing tool box • How this tool box helps to attract, engage, and enable customer feedback • How web content management tools support your digital marketing efforts • Integrating these transformative tools Source: Wikimedia Commons, Erik Strandberg
- 7. 7#PerficientDigital MARKETING TOOLS ADOPTION 60% 10% 5% 3% >$500M $20M - 500M $5-20M <$5M Company Revenue Raab Associates “Marketing Automation 2014 Industry Overview” (2014)
- 8. 8#PerficientDigital MARKETING TOOLS ADOPTION ACT-ON and Gleanster Research “Rethinking the Role of Marketing “ (2015) WHAT ARE THE OVERALL TOP CHALLENGES THAT CAUSE YOU TO STRUGGLE WITH CURRENT MARKETING OBJECTIVES? Access to existing customer data Marketing alignment with sales Fragmented marketing systems Limitations with current technologies Internal skills and expertise We don’t collect the right customer data Our processes are inefficient 98% 90% 83% 80% 73% 60% 58%
- 9. 9#PerficientDigital THE NUMBER AND TYPE OF TOOLS IS DAUNTING More than 900 tools!
- 10. 10#PerficientDigital THE NUMBER AND TYPE OF TOOLS IS DAUNTING
- 11. 11#PerficientDigital SIMPLIFIED VIEW OF THE LANDSCAPE cmsmyth.com “The role of web content management in an exploding marketing technology landscape“ (2014)
- 12. 12#PerficientDigital DIGITAL MARKETING: A REFERENCE ARCHITECTURE Marketing Automation Offline Media IVR CSR On- Premise Email Segmentation Lead Scoring Sentiment Analysis AnalyticsCRM DAMExternal Content Retargeting Customer Portal Mobile Apps Social Media Web Site Reputation Mgmt Campaign Workflow eMail Marketing Event Marketing Social Marketing Business Applications, Data, etc. Big Data Content Management Implicit Personalization SEO Explicit Personalization SEM Lead Scoring Landing Pages TemplatesSite Mgmt Testing
- 13. 13#PerficientDigital HOW THE TOOLBOX HELPS Awareness Consideration Intent Lead Opportunity Sale
- 14. 14#PerficientDigital HOW THE TOOLBOX HELPS Awareness Consideration Intent Lead Opportunity Sale Campaigns eMail Marketing Event Marketing Social MarketingSegmentation Sentiment Analysis
- 15. 15#PerficientDigital HOW THE TOOLBOX HELPS Awareness Consideration Intent Lead Opportunity Sale Reputation Management Event Marketing SEO SEM Testing
- 16. 16#PerficientDigital HOW THE TOOLBOX HELPS Awareness Consideration Intent Lead Opportunity Sale Lead Scoring Re-targeting Personalization Landing Pages Testing
- 17. 17#PerficientDigital HOW THE TOOLBOX HELPS Awareness Consideration Intent Lead Opportunity Sale Campaigns Lead Scoring eMail Marketing Re-targeting Event Marketing Segmentation CRM Personalization Landing Pages
- 18. 18#PerficientDigital HOW THE TOOLBOX HELPS Awareness Consideration Intent Lead Opportunity Sale Campaigns eMail Marketing Re-targeting Event Marketing Segmentation CRM Personalization Landing Pages
- 19. 19#PerficientDigital HOW THE TOOLBOX HELPS Awareness Consideration Intent Lead Opportunity Sale Campaigns Lead Scoring eMail Marketing Re-targeting Sentiment Analysis Reputation Management Event Marketing Segmentation Social Marketing CRM Personalization SEO Landing Pages
- 20. 20#PerficientDigital Marketing Automation Offline Media IVR CSR On- Premise Email Segmentation Lead Scoring Sentiment Analysis AnalyticsCRM DAMExternal Content Retargeting Customer Portal Mobile Apps Social Media Web Site Reputation Mgmt Campaign Workflow eMail Marketing Event Marketing Social Marketing Business Applications, Data, etc. Big Data Content Management Implicit Personalization SEO Explicit Personalization SEM Lead Scoring Landing Pages TemplatesSite Mgmt Testing WHY WEB CONTENT MANAGEMENT IS KEY
- 21. #PerficientDigital 21 “WCM truly serves as a hub of content delivery and digital experiences – often the central player in orchestrating customer-facing technologies. In serving as this hub, the content management system helps ensure consistent digital experiences across sites, devices and channels ...” – Jeff Cram WHY WEB CONTENT MANAGEMENT IS KEY
- 22. #PerficientDigital 22 WHY WEB CONTENT MANAGEMENT IS KEY Campaign Workflow Needs • Pages to be directed to • Templates to display targeted content Content Management Implicit Personalization SEO Explicit Personalization SEM Lead Scoring Landing Pages TemplatesSite Mgmt Testing
- 23. #PerficientDigital 23 WHY WEB CONTENT MANAGEMENT IS KEY eMail Marketing needs • Landing pages • Personalization • Templates for emails • Testing to determine what works best Content Management Implicit Personalization SEO Explicit Personalization SEM Lead Scoring Landing Pages TemplatesSite Mgmt Testing
- 24. #PerficientDigital 24 WHY WEB CONTENT MANAGEMENT IS KEY Event Marketing Needs • Landing pages • Lead scoring • Personalization Content Management Implicit Personalization SEO Explicit Personalization SEM Lead Scoring Landing Pages TemplatesSite Mgmt Testing
- 25. #PerficientDigital 25 WHY WEB CONTENT MANAGEMENT IS KEY Social Marketing Needs • Content for consistent messaging and branding • Landing pages for campaign details Content Management Implicit Personalization SEO Explicit Personalization SEM Lead Scoring Landing Pages TemplatesSite Mgmt Testing
- 26. #PerficientDigital 26 WHY WEB CONTENT MANAGEMENT IS KEY Re-targeting Needs • Content for consistent messaging and branding • Testing to determine what works best • Landing pages for campaign details • Personalization Content Management Implicit Personalization SEO Explicit Personalization SEM Lead Scoring Landing Pages TemplatesSite Mgmt Testing
- 27. #PerficientDigital 27 WHY WEB CONTENT MANAGEMENT IS KEY SEO/SEM Needs • Content to search and promote • Site management for clear navigation • Tags, keywords, meta data Content Management Implicit Personalization SEO Explicit Personalization SEM Lead Scoring Landing Pages TemplatesSite Mgmt Testing
- 28. #PerficientDigital 28 WHY WEB CONTENT MANAGEMENT IS KEY Reputation Management Needs • Content to promote reputation • Tags, keywords, meta data Content Management Implicit Personalization SEO Explicit Personalization SEM Lead Scoring Landing Pages TemplatesSite Mgmt Testing
- 29. 29#PerficientDigital INTEGRATION NIGHTMARES ACT-ON and Gleanster Research “Rethinking the Role of Marketing “ (2015) WHAT ARE THE OVERALL TOP CHALLENGES THAT CAUSE YOU TO STRUGGLE WITH CURRENT MARKETING OBJECTIVES? Access to existing customer data Marketing alignment with sales Fragmented marketing systems Limitations with current technologies Internal skills and expertise We don’t collect the right customer data Our processes are inefficient 98% 90% 83% 80% 73% 60% 58%
- 30. 30#PerficientDigital INTEGRATING THESE TOOLS Awareness Consideration Intent Lead Opportunity Sale Campaigns Lead Scoring eMail Marketing Re-targeting Sentiment Analysis Reputation Management Event Marketing Segmentation Social Marketing CRM Personalization SEO Landing Pages
- 31. 31#PerficientDigital INTEGRATING THESE TOOLS Awareness Consideration Intent Lead Opportunity Sale Campaigns Lead Scoring eMail Marketing Re-targeting Sentiment Analysis Reputation Management Event Marketing Segmentation Social Marketing CRM Personalization SEO Landing Pages
- 32. 32#PerficientDigital INTEGRATING THESE TOOLS Awareness Consideration Intent Lead Opportunity Sale Campaigns Lead Scoring eMail Marketing Re-targeting Sentiment Analysis Reputation Management Event Marketing Segmentation Social Marketing CRM Personalization SEO Landing Pages
- 33. 33#PerficientDigital INTEGRATING THESE TOOLS Awareness Consideration Intent Lead Opportunity Sale Campaigns Lead Scoring eMail Marketing Re-targeting Sentiment Analysis Reputation Management Event Marketing Segmentation Social Marketing CRM Personalization SEO Landing Pages
- 34. 34#PerficientDigital INTEGRATING THESE TOOLS Awareness Consideration Intent Lead Opportunity Sale Campaigns Lead Scoring eMail Marketing Re-targeting Sentiment Analysis Reputation Management Event Marketing Segmentation Social Marketing CRM Personalization SEO Landing Pages
- 35. 35#PerficientDigital INTEGRATING THESE TOOLS Awareness Consideration Intent Lead Opportunity Sale Campaigns Lead Scoring eMail Marketing Re-targeting Sentiment Analysis Reputation Management Event Marketing Segmentation Social Marketing CRM Personalization SEO Landing Pages
- 36. #PerficientDigital 36 INTEGRATING THESE TOOLS
- 38. 38#PerficientDigital PLATFORM VENDORS ARE TAKING ON INTEGRATION
- 39. 39#PerficientDigital PLATFORM VENDORS ARE TAKING ON INTEGRATION Adobe Marketing Cloud Marketing Automation Offline Media IVR CSR On- Premise Email Segmentation Lead Scoring Sentiment Analysis AnalyticsCRM DAMExternal Content Retargeting Customer Portal Mobile Apps Social Media Web Site Reputation Mgmt Campaign Workflow eMail Marketing Event Marketing Social Marketing Business Applications, Data, etc. Big Data Content Management Implicit Personalization SEO Explicit Personalization SEM Lead Scoring Landing Pages Templates Site Mgmt Testing
- 40. 40#PerficientDigital PLATFORM VENDORS ARE TAKING ON INTEGRATION Marketing Automation Offline Media IVR CSR On- Premise Email Segmentation Lead Scoring Sentiment Analysis AnalyticsCRM DAMExternal Content Retargeting Customer Portal Mobile Apps Social Media Web Site Reputation Mgmt Campaign Workflow eMail Marketing Event Marketing Social Marketing Business Applications, Data, etc. Big Data Content Management Implicit Personalization SEO Explicit Personalization SEM Lead Scoring Landing Pages Templates Site Mgmt Testing
- 41. 41#PerficientDigital PLATFORM VENDORS ARE TAKING ON INTEGRATION IBM Interactive Marketing IBM Campaign IBM Interact IBM eMessage IBM Marketing Operations IBM Product Recommendations IBM EMail Optimization IBM LIVEmail IBM Digital Experience Marketing Automation Offline Media IVR CSR On- Premise Email Segmentation Lead Scoring Sentiment Analysis AnalyticsCRM DAMExternal Content Retargeting Customer Portal Mobile Apps Social Media Web Site Reputation Mgmt Campaign Workflow eMail Marketing Event Marketing Social Marketing Business Applications, Data, etc. Big Data Content Management Implicit Personalization SEO Explicit Personalization SEM Lead Scoring Landing Pages Templates Site Mgmt Testing
- 42. 42#PerficientDigital PLATFORM VENDORS ARE TAKING ON INTEGRATION Marketing Automation Offline Media IVR CSR On- Premise Email Segmentation Lead Scoring Sentiment Analysis AnalyticsCRM DAMExternal Content Retargeting Customer Portal Mobile Apps Social Media Web Site Reputation Mgmt Campaign Workflow eMail Marketing Event Marketing Social Marketing Business Applications, Data, etc. Big Data Content Management Implicit Personalization SEO Explicit Personalization SEM Lead Scoring Landing Pages Templates Site Mgmt Testing
- 43. 43#PerficientDigital Sitecore Experience Platform • Experience profile • Experience management • Multi-channel delivery • Multi-channel analytics • Sitecore AIDA • Analysis • Insights • Decision • Automation • Connectors Marketing Automation Offline Media IVR CSR On- Premise Email Segmentation Lead Scoring Sentiment Analysis AnalyticsCRM DAMExternal Content Retargeting Customer Portal Mobile Apps Social Media Web Site Reputation Mgmt Campaign Workflow eMail Marketing Event Marketing Social Marketing Business Applications, Data, etc. Big Data Content Management Implicit Personalization SEO Explicit Personalization SEM Lead Scoring Landing Pages Templates Site Mgmt Testing PLATFORM VENDORS ARE TAKING ON INTEGRATION
- 44. #PerficientDigital 44 INTEGRATION NIRVANA IS NOT YET A REALITY Integration Best Practices • Take advantage of platform vendors
- 45. #PerficientDigital 45 INTEGRATION NIRVANA IS NOT YET A REALITY Integration Best Practices • Take advantage of platform vendors • Standardize on a web content management system
- 46. #PerficientDigital 46 INTEGRATION NIRVANA IS NOT YET A REALITY Integration Best Practices • Take advantage of platform vendors • Standardize on a web content management system • Use point solution vendors that have open APIs
- 47. #PerficientDigital 47 INTEGRATION NIRVANA IS NOT A REALITY YET Integration Best Practices • Take advantage of platform vendors • Standardize on a web content management system • Use point solution vendors that have open APIs • Define a reference architecture and standards and stick to them
- 48. #PerficientDigital 48 QUESTIONS? Please submit your questions in the chat box
- 49. #PerficientDigital 49 FOLLOW US ONLINE • Perficient.com/SocialMedia • Facebook.com/Perficient • Twitter.com/PRFT_Transform • Blogs.perficient.com/digitaltransformation/ Next up: Align Business Data & Analytics for Digital Transformation Thursday, May 21 | 1:00 PM CT bit.ly/DTWebinar5
- 50. #PerficientDigital 50 Thank you for joining us today Please fill out the survey at the close of this session