Kentico Connection Brno In this interactive session, John (LAB51 Marketing) will show you how Kentico EMS makes you achieve the most out of your multichannel marketing strategy. We take you on an inspiring and activating customer journey that maps a variety of target audiences and helps you personalizing the content multichannel. Our aim is that every visitor of your organization or brand gets a personalized version of your website and content.

1. WH AT IT TAKES TO US E
KENTICO EMS IN
A MULTICHANNE L STR ATEGY

2. INTRODUCTION
JOHN VAN DER STELT
PARTNE R L A B51
DIGITAL S TR ATEG I ST

3. LAB51 creates awesome online
marketing concepts for brands
and organizations who want to
get marketing value out of their
online channels.
WE ARE
THE C R EATI VE
KENTI CO EMS PA RT NE R

4. P O RTF O LIO
OUR PARTNERS

5. WORKING TOGETHER
CO-CREATION

6. L AB51 & KENTICO
MARKETING
COMPETENCE&SINCE 2008

7. PROGRAM
• ONLINE MARKETING TRENDS 2016
• MULTICHANNEL MARKETING
• KENTICO EMS & MULTICHANNEL STRATEGY
• OCULUS RIFT DEMO

8. WWW.L AB51.EU/POLL

9. ONLINE MARKETI NG TR END S 2 016

10. 1. VIDEO ADS WIL L S TART DO M INATING

11. 2. APP INDEXING WIL L L EAD TO
AN EXPLO S IO N O F APPS

12. 3. MOBILE WIL L CO M PL ETELY
DOMINATE DES KTO P

14. 4. DIGITAL ASS IS TANTS WIL L L EAD TO
A NEW KIN D O F O PTIM IZATIO N

15. 5. VIRTUAL REALT Y WIL L EM ERGE

17. 6. WEARABLES AND TH E INTERNET OF
THINGS WILL PAVE NEW GRO UND

18. 7. ADVERTIS ING WIL L BECO M E
MORE EXPENS IVE

19. MODERN MARKE TER
• APPROACH: MULTICHANNEL
• SEGMENTATION OR PERSONALISATION
• STRENGTH: CONTENT MARKETING
• FOUNDATION: DATA SUPERIORITY

20. MULTICH ANNEL STR ATEGY

21. DEFINITION
“Multichannel marketing is the practice of using multiple channels
to reach customers. In addition to allowing businesses to reach
customers through different media, multi-channel marketing also
makes it easy for customers to complete desired conversions
on whatever media they are most comfortable with.”

22. WHY IS MULTICH ANNEL
MARKETING IMPO R TANT?
• YOU MUST BE WHERE YOU CUSTOMERS ARE
• MULTICHANNEL CUSTOMERS SPEND UP TO FOUR TIMES MORE
• IT IS A CRITICAL FACTOR TO BE SUCCESSFUL

23. BENEFITS OF MULTI C HANNEL MAR KE T IN G
• MORE ATTENTION
• CUSTOMER CAN USE THEIR FAVORITE MEDIUM
• MORE TOUCH POINTS
• YOUR BRAND STAYS CONSISTENT

24. DRAWBACKS OF MU LTI C HANNEL MARKE T ING
• YOUR BUSINESS MAY PREFER A SPECIFIC CHANNEL
• MORE MOVING PARTS TO MANAGE
• INCREASED TIME & EXPENSE

25. THREE STEPS TO GET TI NG I T R I GHT
PLAN BUILD ACT

26. PL AN
STRATEGY
GOALS
CUSTOMER JOURNEY
PERSONA’S
CONTENT PLAN
UTM TAGPLAN
CAMPAIGNS
SHARING TRIGGERS

27. BUILD
INTERACTION DESIGN
PLATFORM
CONTENT
CHANNELS

28. ACT
ADVERTISING
SOCIAL
REMARKETING
EMAIL MARKETING
A/B TESTING
SEGMENTATION
METRICS
EVALUATION

31. MULTICHANNEL MAR KETI NG & KENTI CO E M S

32. TH IS IS FRANK
• 30 YEARS OLD
• MOBILE & SOCIAL MINDED
• HE LOVES CHOCOLATE

33. THIS IS C H O CO L AB51
THEY MAKE THE BEST CHOCOLATE IN THE WORLD!
EVERYONE HAS TO KNOW!

34. ONLINE ADVERTIS ING
CONSUMER
▼
NON-ENGAGED

35. WEBS ITE
NON-ENGAGED
▼
ENGAGED

36. REM ARKETING
ENGAGED
▼
HOT LEAD

37. E-M AIL
HOT LEAD
▼
CUSTOMER

39. POLL RESULTS

40. KENTICO EMS FU NC TI ONALI TI ES
• SEGMENTATION
• PERSONA’S
• CAMPAIGN MANAGEMENT
• ACTIVITY TRACKING
• MARKETING AUTOMATION
• CONVERSION TRACKING

41. WHAT IT TAKES TO U SE KENTI CO EMS
IN A MULTICHANNEL STR ATEGY
• PLAN: SET UP YOUR GOALS & STRATEGY
• BUILD: MAP WITH KENTICO EMS FUNCTIONALITIES
• ACT: EVALUATE & OPTIMIZE CONTINUOUSLY
• FOCUS ON EXPANDING ONLINE MARKETING IN KENTICO 10
• LAB51 ;-)

42. THANK YOU
FOR YOUR AT TENTION
Hope you enjoyed... (the chocolate)
L AB51.EU/KENTICO