Thom Robbins - enterprise websites - connecting with the new channels - IMS Boston 2012
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Thom Robbins - enterprise websites - connecting with the new channels - IMS Boston 2012

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Today's customers engage with your organization through a growing variety of channels. Your website is just one of them -don't forget social media, mobile and e-mail. Understanding the customer ...

Today's customers engage with your organization through a growing variety of channels. Your website is just one of them -don't forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization. In this session we will look at key recommendations you need to consider as you get started in multichannel engagement.

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Thom Robbins - enterprise websites - connecting with the new channels - IMS Boston 2012 Thom Robbins - enterprise websites - connecting with the new channels - IMS Boston 2012 Presentation Transcript

  • Enterprise  web  sites-­‐  Connec0ng  with  the  new  channels  Thomas  Robbins,  Chief  Evangelist,  Ken6co  CMS    
  • Who  are  we?  Kentico CMS is one of themost powerful CustomerExperience ManagementSystems and ContentManagement Systems onthe planet. With over15,000 web sites in 87countries it is used foreverything from simple websites to complexapplications.Kentico CMS is easy toinstall, simple to manageand reliable.
  • What’s  the  problem  with  marke0ng  today?   Who  wouldn’t  agree?   The  number  and  variety  of  touch  points  or   channels  that  buyers  interact  with  sellers  has   grown  exponen9ally  in  the  last  few  years  
  • What’s  a  marke0ng  channel?   A  channel  may  be  a  mobile  device,  retail  store,   web  site,  personal  communica6on,  email,  text   message,  social  media  site  ….     Customer’s  have  the  power  of  MORE!  •  Today’s  customer’s  has  more  control  over  the  buying   process  than  todays’  marketer  does  •  Mobile,  web  and  social  media  are  part  of  virtually   everyone’s  daily  life  •   Buyers  have  more  choices,  more  sources,  more  outlets,   more  offers  and  more  opinions  from  industry  pundits,   peers  and  anonymous  people  to  consider.    
  • What  is  mul0channel  marke0ng  in  2012?   The  approach  that  marketers  have  adopted  to  manage  and   op9mize  customer  engagements  across  the  burgeoning   landscape  of  customer  touch  points    is  generally  referred  to   as  mul9channel  marke9ng   Forrester,  May  2012   Mul9channel  marke9ng  strategies  use   a  combina9on  of  process,  technology   and  organiza9onal  alignment  to   engage  current  and  prospec9ve   customers  in  all  of  the  digital,  social,   and  offline  channels  that  are  part  of  the   buyers  purchase  process.    
  • Where  do  you  start?  •  Understand  your  customers’  journey     –  What  channels  are  customers  using  for  research?   –  What  channels  are     customers  using  for     purchase?   –  How  does  the     experience  in  one     channel  affect  the     behavior  of  another?   Content  marke6ng  is   always  a  relevant   conversa6on!  
  • Mul0channel  recommenda0on  #1   Make  it  a  strategic  ini0a0ve  Why  it’s  important   The  benefits  •  Properly  executed   •  Strategy  is  a  necessary   independent  process  and   mul6channel  marke6ng   ac6vity   strategy  is  more  than  just   •  Technology  is  an  enabler   new  tools  it’s  marke6ng   •  Strategic  gains  (mature   transforma6on!   mul6channel  marketers)   –  10%+  increase  in  ROI  •  The  challenge  is  to  create   –  15%+    increase  in  customer   new  processes,  learn  new   sa6sfac6on   –  15%  reduc6on  in  sales  cycle   technology  and  rethink  your   –  15%+  increase  in  impressions   role  in  the  company   –  10%  increase  in  campaign   payback   Source  Forrester,  May  2012  
  • Mul0channel  recommenda0on  #2   Make  your  website  a  pervasive  customer  engagement  hub  Why  it’s  important   Technology  considera0ons  •  Today’s  world  drives  all   •  CMS  (infrastructure)   mul6channel  touches  to  your   website   •  Personaliza6on  •  Create  a  dynamic  website  that   •  Search   drives  unique  experiences  for   customers   •  Op6miza6on  (A/B,  MVT  •  Dynamically  deliver  content,   Tests)   messages,  experiences,   products  and  offers  from  pools   •  Banner  management   of  content  assets  based  on   •  Customer/Support  chat   your  knowledge  of  the   customer’s  profile,  behavior   and  engagement  history  
  • Mul0channel  recommenda0on  #3   Create  a  culture  that  worships  customer  knowledge  Why  it’s  important   Technology  considera0ons  •  Success  is  achieved  when   •  CRM   interac6ons  are  calibrated   •  Web  analy6cs   with  a  customers  current   •  Segmenta6on   context  and  historical   •  Lead  Scoring     interac6ons    •  Data  aggrega6on  is   essen6al  •  Collabora6vely  engage  with   sales    
  • Mul0channel  recommenda0on  #4   Think  engagement  that  includes  campaigns  Why  it’s  important   Technology  considera0ons  •  Engagement  is  crucial!  You   •  Social  media  integra6on   can’t  meet  the  customers  if   (Facebook,  Twicer,  Google you  don’t  show  up.   +  ,  etc)  •  Customers  will  engage  with   •  Campaigns/Conversions   companies  that  meet  their   •  A/B,  MVT  Tes6ng   needs  –  even  when  they   (op6miza6on)   change   •  E-­‐Mail  newslecers   •  Marke6ng  automa6on  (Drip   marke6ng/Lead  nurturing)  
  • Mul0channel  recommenda0on  #5  Build  the  technical  infrastructure  to  support  dynamic,  cross  channel   conversa0ons  with  customers     Why  it’s  important   Technology  considera0ons   •  Data  integra6on  and   •  HTML  5/REST   technology  integra6on  is   •  CRM  integra6on  (Salesforce,   part  of  the  new  world   etc.)   •  Cookie  levels  and  Cookie   consent  op6ons   •  Transla6on  services  (XLIFF)  
  • Mul0channel  recommenda0on  #6   Become  a  super  collaborator  Why  it’s  important   Technology  considera0ons  •  Rethink  your  rela6onship   •  Development  process  with   with  marke6ng/IT/Sales   itera6ve  reviews  •  Marke6ng  is  and  will  always   •  Lead  scoring   be  bound  up  in  technology   •  Lead  nurturing   as  the  customer  touch   points  become  more  digital   (be  disrup6ve)  
  • Mul0channel  recommenda0on  #7  Choose  partners  that  rack  up  short  term  gains  on  the  path  to  the   full  vision    Why  it’s  important   Technology  considera0ons  •  Find  partners  that   •  Immediate  ROI   immediately  improve  your   •  Enhanced  SEO  support     current  opera6ons  and  has   the  strategy  and  roadmap   •  Cloud  integra6on  (if   to  execute  on  your  long   needed)   term  visions  •  Select  on  vision  but  roll  out   on  tac6cs  •  Short  term  ROI  essen6al  to   win  both  the  bacle  and  the   war  
  • Ques0ons       Thanks!     Stop  by  and  see  us  –  Ken6co  CMS!         Thomas  Robbins,  Ken0co  CMS  Chief  Evangelist    Ques0ons/Contact  me:  •  e-­‐mail:  thomasr@ken6co.com  •  twicer:  @trobbins  •  blog:  hcp://devnet.ken6co.com/Blogs/Thomas-­‐Robbins.aspx