5. What it is
“The Sitecore Digital Marketing System is
a set of marketing tools built into Sitecore that
allows partners and clients to promote, optimise,
test and track the performance of content on their
websites; using a qualitative metric called
Engagement Value.”
10. Technical
Sitecore Version (6.6 or above)
Infrastructure scaled to cope with DMS
Analytics Database enabled
Other
Resource considerations (internal / partner managed)
Archive strategy in place
Security is defined for page editors
Separate content areas for dynamic content
Considerations
19. Fictional company used in Sitecore demo system
Focuses on office supplies and holiday products
We will focus on holiday side for this exercise
Premise is ultimately to identify the site goals
These goals will then be created to track engagement
Utilised for reporting and optimisation
20. Strategic themes
Be the no1 destination for innovative holiday products
Successful companies operate with a few clear strategic themes.
Companies that have too many themes usually fail because they are
not focused in their use of resources or in the minds of their customers.
When you think of the most successful companies you usually have an
image of what makes them unique in their industry.
For this demonstration we have distilled the requirements into the
following strategic theme:
21. Strategic objectives
Convert
(Grow market share)
Advocate
(Create lifetime
customers)
Attract
(Increase brand
awareness)
Strategic objectives are those operational objectives that your
organization must succeed at if they want to succeed with their
strategic theme.
To support their strategic themes we have identified the following 3
strategic objectives:
22. Marketing objectives
Interact with
key content
Sign up to
newsletter
Grow no. of
info requests
The marketing objectives are marketing’s contribution to success of the
strategic objectives. Identifying the correct marketing objectives is critical
to success.
We have established the following 9 marketing objectives:
Increase
purchases
Increase
product details
downloads Increase social
shares of
content
Attract positive
reviews
Maximise opt-in
email
Exposure of
industry
23. Digital Goals
Video plays
Form submission
Newsletter sign
up
Newsletter sign
up
Social link clicks
PDF download
Completed
purchase
Positive review
Purchase
The digital goals across your web estate directly drive marketing objectives
which in turn drive the strategic objectives and ultimately the drive strategic
themes. This hierarchy ensures that goals are ultimately relevant.
We have established the following 9 goals:
24. Be the number 1destination for innovative holiday products
ConvertAttract Advocate
Grow no. of
enquiries
Interact with key
content
Increase
purchases
Sign up to
newsletter
Increase prod.
Details
downloads
Increase social
shares of
content
Attract positive
reviews
Maximise opt-in
email
Exposure of
industry
Video plays
Newsletter
sign up
Completed
purchase
Form
submission
PDF
download
Newsletter
sign up
Social link
clicks
Social link
clicks
Purchase
A partner view to implementing DMS Preparation is key
Not a magic on /off button Requires careful planning and consideration What you put in is what you get out Devil is in the detail
Tools Analytics is king Google provides top level insights (Someone from uk using Chrome)Sitecore offers user specific insight (Dave from London viewing this page on his mobile using chrome) Tracks site performance via engagement value
Tactical -> Optimising -> Automation -> Integrated Will look at the goals and engagement values later in the day Analytics feeds all
Initiate – Brochure site, sending emails, google analyticsRadiate – cross channel, Mobile , socialAlign – Align site with strategic goals (look at later)Optimise – use analytics to optimise, make personalNurture – focus on customer, trigger based dialogue, relevant conversation, preferred platformsEngage – connect online and offline, real time relevant 121 conversationsLifetime – Cross channel optimisation, anticipate needs, 121 dialogue
Analyse – What we are looking at today Design – Feedback from analyse phaseBuild – On Uat and testDeploy – on live and start trackingOptimise – use analytics to refine approachBack to analyse – nest step of maturity model
How we analyse the business Use a combination of the resources
Step 1 Understand where the business currently is in terms of digital
Step 2 Are you currently doing any DMS activity elsewhere
identifies the business drivers of the digital strategy. initiatives that drive the marketing objectives and exploit the full power of the Sitecore Customer Engagement Platform.clear link between the strategic and marketing objectives.
It’s important we know as much as possible about the business to make the best informed technology decisions It is important to capture all items as accurately as this information allows us to align the objectives with the capability of Sitecore technology. Create measurable results
Theme – Ultimate business goalsStrategic Objectives – Strategies that enable the themeMarketing Objectives – Marketing activities to drive stratobjGoals – Actions on site to full fill marketing objTalk through hierarchy
Keep it clear What are your differentiatorsBe no 1
Explain stratobj Talk through 3 obj
Explain Marketing obj Talk through 9
Calls to Action that result in conversions, can marketing create that will drive success in marketing objectives?Transactional Goal– two-way communication and exchange of information involving some degree of trust and risk on both sides. - supplying their contact details for more information, purchasing a product, signing up for site membership or joining an email newsletter.Informational Goal–one-way transfers of information that involve little risk. The visitor downloads an asset which helps their decision making process, such as downloading a membership benefits form or using an online calculator or survey.Process Goal–multiple actions by the visitor. This could be, for example, steps in calculating a price using an online price calculator or the process could be steps such as downloading an asset, subscribing to email, and requesting a phone call. Explain 9 goals
This gives us hierarchy Hierarchy ensures that all goals feed up to a theme Maintains clarity of purpose
Wrapping up Should be able to check these things off Should be done with your partner