Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Next Generation of Digital Experiences

778 views

Published on

Watch the full webinar recording here: http://goo.gl/eDCSQd

Tomorrow’s digital marketing requires the next generation of automation and technology.

Join Melissa Webster, VP of Content and Digital Marketing Technologies at IDC, to learn about:

• Findings of new research to help you take charge of digital initiatives
• Tips to avoid locking yourself into technologies designed for a simpler times
• Insights on new web content management functionality required to support the shift towards connected, customer-centric digital experiences

Published in: Marketing
  • Be the first to comment

The Next Generation of Digital Experiences

  1. 1. The Next Generation of Digital Experiences
  2. 2. Introductions Melissa Webster Program VP IDC Svetla Yankova Product Marketing Manager Telerik Sitefinity
  3. 3. Next Generation Web Content Management for the Digital Marketing Era Melissa Webster, Program VP Content & Digital Media Technologies twitter.com/mwebster_idc July 2014
  4. 4. Today’s Agenda Customer Experience Transformed The Rise of Digital Marketing, Customer Needs Implications for Web Content Management Essential Guidance 4
  5. 5. Today’s Customers Are Online… 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 2010 2011 2012 2013 2014 2015 2016 2017 2018 Source: IDC’s New Media Market Model, May 2014 (Doc #248755) Worldwide Internet Users (B)  40% of global population is connected to the Internet today... by 2018, 47% will be 5  In developed economies (such as the U.S.), >80% are connected to the Internet
  6. 6. 0.0 0.5 1.0 1.5 2.0 2013 2014 2015 2016 2017 2018 Tablets PCs Smart Phones …That is Increasingly Mobile… Source: IDC WW Quarterly Smart Connected Device Tracker Forecast 6 Device Shipments, Units (B)  Today, over half access the Internet using a mobile device today… by 2018, 72% will.  In developed economies, 75% of people access the Internet using a mobile device
  7. 7. Static Web Social Web Transaction Web Web 1.0 Web 1.5 Web 2.0 And Social … 1.3b monthly users >300m users 650m users >1b monthly users 7  45% of respondents to IDC’s Social Business Survey use social to create awareness  44% using social to communicate with customers
  8. 8. 8 That Increasingly Buys Online… 0.0 5.0 10.0 15.0 20.0 25.0 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Worldwide eCommerce Spend ($T) Source: IDC’s New Media Market Model, May 2014 (Doc #248755)  In 2014, eCommerce will generate $15T. By 2018, that will grow to $24T In 2014, 40% of Internet users will buy online (17% using a mobile device)
  9. 9. This is Transforming Customer Experience © IDC Visit us at IDC.com and follow us on Twitter: 9 Educated Customers Mobile Customers Brand Discussions in Social Networks New Service Channels Traditional Blending with Digital ChannelsOceans of Customer Data
  10. 10. Customer Experience Initiatives Q. Does your company/organization currently have a "customer experience management" initiative underway? A. Yes 42.1%, no 57.9% Q. Who leads it? © IDC Visit us at IDC.com and follow us on Twitter:10 n=617, US/UK/France/Germany; IDC’s Digital Experience Survey, April 2014 CxO 20% SVP/VP 15% Director 57% Other 8% %
  11. 11. 11 Source: IDC’s 2013 Tech Marketing Benchmarks Study, n=52 Tech Marketing Program Spend Mix (YE 2013) Digital Marketing Share of Total Marketing Budget
  12. 12. Growth in Digital Marketing Spend 12 Tech Digital Marketing Program Spending Share Source: IDC's 2014 Tech Marketing Benchmark Survey, n = 65; Doc #248726
  13. 13. Growing Budget for Digital ExperienceQ. Over the next 2 years, will your organization’s budget for creating and delivering digital experiences: Increase somewhat 52% Stay about the same 32% Decrease somewhat 2% Decrease significantly 0% Don't know 0% Increase significantly 14% 13 % of respondents 0 20 40 60 80 100 Internal staff Consultants Agencies SIs No Change Will Spend More % of respondents Source: IDC’s Digital Experience Survey, April 2014; n=617, US/UK/France/Germany
  14. 14. Motivators for DX Initiatives  Opportunity to directly engage consumers • From 1-to-many to 2-way conversations • Targeted/personalized experiences increase relevancy/value • Voice of Customer, power of community • Support for full customer lifecycle  Consistent, focused cross-channel experiences • Global brand management • Capture/leverage data at all points of interaction • Build progressively richer customer profile over time • Better visibility, ability to test, measure, optimize – and respond in real time  Economies of scale • Reach new markets, deliver new services • Optimize marketing spend/planning; predict return from campaigns, tradeoff analysis/planning 14
  15. 15. DX and Role of Analytics  Opportunity to better understand customers – in real time  Big data analytics  Leverage both data and content analytics  Desire to combine internal, social, 3rd party data  Growing trust in/reliance on “black box” recommendations/automated content targeting 15
  16. 16. Digital Experience > S (Touchpoint Interactions) 16  Shift away from measuring success by adding up “touchpoint KPIs” to measuring the success of the broader customer journey  Think of touchpoints as “proof points” – opportunities to provide/affirm value (customer “issues” = free market research)  Goal is loyalty: a level of engagement that is both emotional and rational – and that turns into advocacy.
  17. 17. Digital Experience Maturity Gap 0 20 40 60 80 100 Higher customer satisfaction Higher customer engagement Increased conversion,… Lower operating costs Market share, share of wallet Increased customer advocacy Lower customer churn Haven't correlated spend with ROI % of respondents Q. How does your organization measure the value/ROI from deploying digital experience technologies? 17  Touchpoint-based metrics (tactical)  Brand commitment metrics (strategic) Source: IDC’s Digital Experience Survey, April 2014; n=617, US/UK/France/Germany. Percentage who rated item important/very important on a scale from 1 to 5.
  18. 18. Groups Responsible for Website 0 20 40 60 80 100 IT Marketing/eCommerce/brand mgt Corporate comms/PR/IR Digital media/new media Sales/channel management Corporate dev/community affairs Product business units/R&D Legal Customer service/support Finance HR % of respondents Q. Which groups or departments within your company/organization have authority over your public-facing website(s)? n=617, US/UK/France/Germany; IDC’s Digital Experience Survey, April 2014 18
  19. 19. 0 20 40 60 80 100 Traditional Web Mobile Web for smartphone users Mobile Web for tablet users Social networks or community sites Email campaigns Mobile apps for tablet users Mobile apps for smartphone users Digital signs and kiosks Smart TVs, other 'connected' devices Wearables % of respondents Q. Which of the following channels are priorities for your company/organization for creating and delivering digital customer experiences? 19 Multi-Channel World Source: IDC’s Digital Experience Survey, April 2014; n=617, US/UK/France/Germany. Percentage who rated item important/very important on a scale from 1 to 5.
  20. 20. Priorities for Enhancing Websites 0 20 40 60 80 100 Better mobile experience Adding video, audio or multimedia Improving content Personalizing Using analytics to optimize Improving e-Commerce Improving search Adding forums/discussions/etc. Accessibility % of respondents Q. Which of the following are high priorities for enhancing the customer experience on your public-facing website(s)? n=617, US/UK/France/Germany; IDC’s Digital Experience Survey, April 2014 20
  21. 21. Pain Points for Digital Marketers 0 10 20 30 40 50 60 70 80 90 100 Creating new content quickly/economically Reusing content across digital channels Using analytics to optimize content Managing customer profile data Correlating multiple sources of analytics % of respondents 21 Source: IDC’s Digital Experience Survey, April 2014; n=617, US/UK/France/Germany. Percentage of respondents that agreed/strongly agreed item is a challenge, on a scale from 1 to 5.
  22. 22. WCM Selection Criteria 0 20 40 60 80 100 Cost Ease of use/authoring Quick time to deploy Ease of integration/extensibility Strong workflow Multi-site management Rich media/video capabilities Multi-channel publishing Digital marketing tools Community features Availability as SaaS Availability as open source % of respondents Q. How important are the following capabilities in choosing a Web content management solution? n=617, US/UK/France/Germany; IDC’s Digital Experience Survey, April 2014. Percentage of respondents that rated item important or very important on a scale from 1 to 5. 22
  23. 23. Current/Planned Use of Digital Experience Technologies 0% 20% 40% 60% 80% 100% Web analytics Social marketing eCommerce, merchandizing and payments Content marketing Communities/forums Campaign mgt/marketing automation Online advertising Targeting/personalization/recommendations Online video platform (OVP) Translation/globalization Digital asset management % of respondents Use Today Plan 18 Months No Plans Don't Know Q. Which of the following digital experience/digital market technologies is your organization using today/planning to use in the next 18 months? Source: IDC’s Digital Experience Survey, April 2014; n=617, US/UK/France/Germany 23 Over half plan to purchase Web content management software in the next 18 months More than half see significant benefit using a single Web publishing solution – across public-facing websites, extranets and corporate intranets
  24. 24. Implications for WCM – #1 Mobility Plethora of devices, new form factors, new interaction models, “Internet of Things” New capabilities – GPS, camera, accelerometer, sensors Mix of mobile experiences: Responsive Web Mobile Web Mobile Apps (installed experiences) 24 Modern WCM systems must be designed for mobile
  25. 25. Implications for WCM – #2 Usability Content authors need intuitive tools Designers need separation of content and presentation, template support Developers need APIs and integration points, ability to leverage Web apps, mobile SDKs Admins need console for “command and control” 25 Modern WCM systems must be designed for usability
  26. 26. Implications for WCM – #3 Extensibility Web sites are more than content: Apps, widgets, utility Must be developer friendly Ideally, have strong developer ecosystem Ready talent Add-ins and extensions, ideally from an organized marketplace 26 Modern WCM vendors foster developer ecosystems, marketplaces
  27. 27. Implications for WCM – #4 Integration Web APIs, SDKs Pre-built integrations Ability to leverage/share data with other applications 27 Modern WCM systems leverage existing and new investments
  28. 28. Implications for WCM – #5 Digital Marketing Analytics Social listening and publishing solutions Targeting, personalization, recommendation engines Campaign management, marketing automation eCommerce, Web shops Content marketing Online video platforms … 28 Modern WCM systems provide and/or integrate with digital marketing tools
  29. 29. Continuum of Digital Experience Needs 29 Public Websites Extranets Intranets Customers • Anon/Authenticated • B2C eCommerce • Transactional apps Employees • Authenticated • Integration w/ EA’s, ECM Partners • Authenticated • B2B eCommerce • Transactional apps Common Requirements • Mobility • Extensibility • Usability • Ease of integration • Digital marketing
  30. 30. Best of Breed versus Suite Q. Is your organization pursuing a single-vendor "suite" approach, a multi-vendor "best-of-breed" approach or a mix of the two? Single- vendor 'suite' 33% Mix of the two 25% Multi-vendor 'best-of- breed' 41% Don't know 1% 30 % of respondents Source: IDC’s Digital Experience Survey, April 2014; n=617, US/UK/France/Germany 0 20 40 60 80 100 Cost Integration Functionality Time to deploy Vendor lock-in Diverse needs % of respondents
  31. 31. Essential Guidance 31  The customer drives the journey today to a significant degree – think mobile-first  Customer needs and expectations change – be agile  Journeys have online and offline components, it’s often challenging to coordinate these – think “data”  The technology stack for the online part is still evolving. Choose “future-proof” components.
  32. 32. Essential Guidance Look for a WCM solution that offers: Mobility – responsive design, mobile apps support Ease of use for content authors, designers, developers and admins Extensibility (marketplace of addins is a big plus) Ease of integration Digital marketing support 32
  33. 33. Building the Next Generation How to build the process for success
  34. 34. Agenda Past Present Future Static Experiences Few Channels Not Forward Thinking Campaign Marketing Dynamic Experiences Many Channels And Devices Some Personalization Campaign + Contextualization Best Next Experience Every Channel Customer Journey Optimization Smart Campaign Segmentation
  35. 35. How to get to true customer-centric experiences Two main questions. What experiences to present Who to present them to.
  36. 36. The Future The Best Experience and The Best Next Experience
  37. 37. All Data Is Connected
  38. 38. And analyzed based on your strategic goals
  39. 39. We begin to understand the customer journey
  40. 40. And can now predict the best next experience
  41. 41. And most importantly - prove results and marketing impact
  42. 42. Questions? sales@sitefinity.com @svetla_yankova

×