This document discusses how companies can improve their online marketing strategies. It notes that marketing is shifting as people act as brands and brands act as people in the digital world. It emphasizes that user generated content is becoming the new social CRM. Additionally, it states that search is becoming the new personalization tool and companies need to design search experiences that are user-centric. The document also provides an overview of the key components of an online marketing toolset that can help companies enrich customer experiences across multiple digital channels.

1. Making Your Website Speak Louder Than Words

2. About Perficient 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.

4. Public, NASDAQ: PRFT

5. 2010 Revenue of $215million

6. 18 major market locations throughout North America

7. Austin, Chicago, Cincinnati, Cleveland, Columbus, Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Minneapolis, New Orleans, Philadelphia, San Francisco, San Jose, St. Louis and Toronto

8. 1,400+ colleagues

9. Dedicated solution practices

10. ~450 enterpriseclients (2009) and 85% repeat business rate

11. Alliance partnerships with major technology vendors

13. IT Strategic Consulting

14. IT Architecture Planning

15. Business Process & Workflow Consulting

16. Usability and UI Consulting

17. Custom Application Development

18. Offshore Development

19. Package Selection, Implementation and Integration

20. Architecture & Application Migrations

23. Content Conundrum

25. Two Worlds Are One vs. Online Offline

26. Seamless Interactions Products Email Broadcast SocialMedia Internet Mobile Brands Events People In-store Gaming Publications Direct Mail

27. Role Reversal People as Brands Brands as People?

28. Todays Online Marketing Toolset

29. Todays Online Marketing Toolset Bid management Execute and optimize pay-per-click search advertising External applications Connect to external systems such as CRM and eCommerce platforms External applications Collect and measure website activity Integration Layer Central Hub Optimization, segmentation and business rules, collaboration, and data repository Ad serving Target and deliver ads to online publishers Content management Manage and deploy content across multiple channels Social Deploy and track messages, applications, and activity on social networks Mobile Deploy and track messages, content, and applications to mobile devices Email Design and deploy email marketing campaigns Source: Forrester – Revisiting the online marketing suite

30. People as Brands, Brands as People The blend of corporate content & user generated content User generated content becomes the new social CRM Thinkdistribution – how do my users choose to access my brand ? - Empowerthe marketer to drive change Search is now the newpersonalization tool

31. User generated content is the new Social CRM Companies must do more to engage consumers and commit more of their online "space" to user-generated content and social media that enables direct communication with consumers. If companies don't provide these spaces, they will find it harder to track and engage consumers because they will simply go off and create their own elsewhere. Netpop research: Media Shifts to Social 2009

32. The Evolution to Social CRM SocialCRM Solution Static CRM Solution Activities Blog Contact Serve Dynamic Real-Time Communities Segmented List Friends Campaigns Ratings Sentiment 15

33. Distribution Content is King, but Distribution is Ace Commercial organizations will be racing to allow their output to exist in many new formats. The aim will be not to drive people to a home page but to scatter diverse pieces of content in multiple contexts and thread them back to the brand. Predictions 2009 – Leo Burnett Group 16

34. Content Conundrum

35. Demo : Thread Marketing 18 18

36. Empowering the marketer to drive change Empowering with rich tools Fully featured authoring experiences Ability to target content to audiences Usage of rich assets Converting user generated content into company endorsed content 19

38. React: Create / sourcecontent customers need?

39. Respond: Notify customerof content updates?20 20

40. Search is the new Personalization tool Site search is a critical but unfulfilling part of Web site user experiences. As complex as search may seem, users only need two things for a positive site search experience: relevant results and a useful interface. Forrester May 2010 – Site Search Best Practices

42. Make search work with user-centric language

43. Compensate to unintended user errors (autosuggest and auto complete)

44. Opportunities to include:

45. Cross selling content

46. Search refinement

47. Bringing results from family

48. Excite users with new ways to interact in the search stream22

49. Demonstration Search as a personalization tool

51. Digital footprint – Where in the digital landscape are your users ?

52. Distribution strategy – How do we get the content out, fresh, maintained ?

53. Search Merchandising capability – is it user centric ?

55. Q & A

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