Gradual engagement kg

Gradual engagement
Koen Gullentops – DigiPoint
31 mei 2011

Gradualcustomer engagement
Challengesfor marketeers
To create a conversation and grow into it
To sense and to adapt
To create a digital intimacy
To monetize the relationship
Rules for engagement
Visitors are in control
Best-in-class organizations engage in personalized initiatives
Targeted content lifts your conversion rates
So what can your website leverage?

Data gatheringoptions

Gradual engagement online
New way of dealing with subscription forms and data gathering
Visitors discover and test before subscribing to web apps
Seducing the users
Simplifying and facilitating subscription features
WYSIWYG approach
For example:

Twittersign-ups go up by 29%!
Previous sign up process
Create account
Find friends on Twitter
selection of the most popular Twitter users
New sign up process
Create account
What are your interests?
Find friends on Twitter
Find others with the same interests

Twitterchanges
Changes in sign-up process
Create account plus stipulate your interests directly
More organised, proposing topics
Even more steps (4) now, but less ‘form-like’
Next option? Create account only after following your value?
Core Twitter? It’s not about celebrities, but about passion!
Gradual engagement facts
Make visitors successful in seconds
By using some lightweight interactions
Accomplish some relevance to the core of product or service

Van In, anengagingstrategy

Key prerequisites
Objectives
Make the site a valuable marketing instrument, CMS based
Measure effectiveness on the platform by:
Lead generation mechanisms
Direct sales conversion mechanisms
Efficiency reporting in building and maintenance
Into gradual engagement features
Forms for registration (events, news, etc.)
Forms for Ecommerce (profile data)
Back-end solutions for managing forms and data

Gradualengagmentpurposes
Bridging the gap between data, analysis and action
Let customers lead the way using lightweight interactions
Integrate use of channels available (site, mail, mobile, social,...)
Source: Unica marketing report 2011

Functional platform needs
Source: Sitecore’sdreamcore 2010 conference

Functional platform needs
Source: Aberdeen, Marketing Automation

Example platform: Sitecore
Content management solution with Online Marketing suite
Instrumented for customer intelligence
Out of the box integration of customer experience and behaviour tracking
Advantages of next gen platforms?
Syndication of content and logic
Built for integration with customers, suppliers
Advanced personalization, ex.: personas & content targeting
Multichannel integration
Can be deployed incrementally

Thankyouforyourattention…

Gradual engagement kg

by Rob Vandereycken on Jul 05, 2011

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Gradual engagement kg — Presentation Transcript