Online Advertising Theatre; Shattering Campaign Effectiveness; Campaign as a Service

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Online Advertising Theatre; Shattering Campaign Effectiveness; Campaign as a Service

  1. 1. Sitecore. Compelling Web Experiences Page 1 www.sitecore.net Cleve Gibbon Chief Marketing Technologist, Cognifide @cognifide
  2. 2. Sitecore. Compelling Web Experiences Page 2 www.sitecore.net Agenda Campaigns @ Work Campaign Production 1.0 Campaigns as a Service About us
  3. 3. Sitecore. Compelling Web Experiences Page 3 www.sitecore.net © 2011 Cognifide Limited Running digital campaigns… Campaigns @ Work
  4. 4. Sitecore. Compelling Web Experiences Page 4 www.sitecore.net • “It’s hard to find things that won’t sell online.” • Founder, Amazon • Jeff Bezos
  5. 5. Sitecore. Compelling Web Experiences Page 5 www.sitecore.net Goodwood Hospitality Mobile Site m.investec.com tw.investec.com m.derby.investec.com
  6. 6. Sitecore. Compelling Web Experiences Page 6 www.sitecore.net
  7. 7. Sitecore. Compelling Web Experiences Page 7 www.sitecore.net
  8. 8. Sitecore. Compelling Web Experiences Page 8 www.sitecore.net
  9. 9. Sitecore. Compelling Web Experiences Page 9 www.sitecore.net © 2011 Cognifide Limited Back to Basics Building Campaigns
  10. 10. Sitecore. Compelling Web Experiences Page 10 www.sitecore.net Digital Marketing Challenges Driving revenue and building meaningful, sustainable relationships with customersCritical Has grown in complexity and scope, as has the potential for powerful outcomes Marketing Technology Change Is now more complex, more multi-faceted and more challenging to manage Need to blend technology, audience, content, analytics and user experience strategiesBlend Drive profitable customer engagements by better quantifying their results and better acting upon the dataDrive results Build value over time, rather than concentrating solely on short- term ROI Demonstrate Return
  11. 11. Sitecore. Compelling Web Experiences Page 11 www.sitecore.net Agency Challenges Huge opportunity to service this shift but are usually creative led and struggle to deliver & retain technical staffFull Service They think in terms of “Production” e.g. TV/Video production is outsourced to specialists Production Budget Shift Ad spend is shifting to “campaign based” digital initiatives (time sensitive, relevant for a set period, results driven) Need to exploit ‘new normal’ SaaS, Cloud, etc. models which play very well to “Campaign” style initiativesCloud Current upfront style WCM licensing models are not suited to Campaign style initiatives High-cost entry point Digital campaigns are generally short term responses to urgent customer demands – very little reuse Demonstrate Return
  12. 12. Sitecore. Compelling Web Experiences Page 12 www.sitecore.net Campaigns: Disconnected Mobile http://www.strangeloopnetworks.com/resources/infographics/web-performance-and-user-expectations/mobile-device-users-expect-sites-to-load- Mobile channel is a poor cousin to the web channel. Mobile performance optimisation is only for geeks. Business thing, conversion thing, competitive advantage thing. “A 1-second delay in page load times equals: - 11% fewer pages - 16% decrease in customer satisfaction - 7% loss in conversions ” 85% OF MOBILE USERS expect sites to load at least as fast or faster than sites on their desktop 57% HAVE HAD A PROBLEM when trying to access a mobile site SLOW LOAD TIME Was the number one issue faced by more than one third of them. ALMOST HALF Of these people are unlikely to return to a site that performs poorly. 33% Would go to a COMPETITORS SITE NEXT
  13. 13. Sitecore. Compelling Web Experiences Page 13 www.sitecore.net Campaigns: Connected Journeys are High Effort Campaign email Landing page Microsite Payment gateway Confirmation page Connected journeys involve: Multiple Agencies Multiple Solution Providers Multiple Overlapping Disciplines Multiple Masters Resulting Campaigns suffer from: Lack of clear ownership Too many moving parts Poor governance Siloed channels / teams 1 2 3 4 5
  14. 14. Sitecore. Compelling Web Experiences Page 14 www.sitecore.net Campaigns: Need Real Time Testing Companies are struggling to marry the right technology with the mountain of data. TRAFFIC TIME TECHNOLOGY TRUST TEAM “Your most creative ideas don’t convert as well” Brian Massey, Conversion Scientist
  15. 15. Sitecore. Compelling Web Experiences Page 15 www.sitecore.net © 2011 Cognifide Limited Our offering Campaign as a Service
  16. 16. Sitecore. Compelling Web Experiences Page 16 www.sitecore.net “After the platform becomes user friendly, when it is opened up to the best storytellers and designers and communicators, they tend to add another level to it. The rare time when you find people who really appreciate both sides of that coin (innovation and storytelling) is where truly amazing things happen.” Managing Director, Google Andy Berndt
  17. 17. Sitecore. Compelling Web Experiences Page 17 www.sitecore.net The Best of the Best - Proven track record of successful delivery . - Global customers. Strategic technology. Scalable solutions. - Technology roadmaps to support future marketing goals. - Mature technology platforms to effectively execute digital campaigns. Technical Partners
  18. 18. Sitecore. Compelling Web Experiences Page 18 www.sitecore.net The Sitecore Customer Engagement Platform The heart of Campaign as a Service - Serving web, mobile, email, social and print - Profiles visitors and delivers personalised content across channels - Builds a single coherent visitor profile, augmented through each interaction, regardless of channel - Unique cross-channel engagement value KPI
  19. 19. Sitecore. Compelling Web Experiences Page 19 www.sitecore.net Sitecore Customer Engagement Platform Engagement Intelligence - Track and report on campaign performance by persona, by channel, by campaign - Deep insight into exactly what to optimize to improve performance - Reports targeted to business users and marketers - Engagement analytics can be combined with other data sources, e.g. CRM
  20. 20. Sitecore. Compelling Web Experiences Page 20 www.sitecore.net Reusable Components HTML 5 FLASH DIVIDER HORIZONTAL TEXT FLOAT TWITTER RSS GALLERY RICH TEXT PODCAST IMAGES CODE CONTENT +MORE Common Components
  21. 21. Sitecore. Compelling Web Experiences Page 21 www.sitecore.net Reusable Components HTML 5 FLASH DIVIDER HORIZONTAL TEXT FLOAT TWITTER RSS GALLERY RICH TEXT PODCAST IMAGES CODE CONTENT +MORE Common Components
  22. 22. Sitecore. Compelling Web Experiences Page 22 www.sitecore.net CaaS: The Brand Platform Marketing Technology Platform Content Architecture Product Integrations Big Data Management CONTENT STRATEGY BRAND APIS Customer Engagement Platform Infrastructure as a Service MICROSITES LANDING PAGES BRAND SITES MOBILE WEB/APPS EMAIL Platform aims Centralised hosting strategy Campaign helpdesk Managing Environments Agency / Partner / Client support Increased productivity Reduce time-to-market Connected journeys Marketing leverages IT innovations Business outcomes
  23. 23. Sitecore. Compelling Web Experiences Page 23 www.sitecore.net Engagement Business Development Campaign Design Campaign Production Campaign Execution Account Strategy Campaign Scoping Account Strategy Engagement centred design User centred design Campaign setup Content production Staging/QA Content entry Traffic Acquisition Strategies (Media, Search, Social) Account Management / Creative Oversight Engagement Insight / Optimisation CEP Licencing Hosting Infrastructure Agency Cognifide Sitecore Rackspace Other partners Paid Work Campaign Blueprint Sign off Campaign Go-Live Sign off Revenue Key CaaS – Campaign Lifecycle
  24. 24. Sitecore. Compelling Web Experiences Page 24 www.sitecore.net © 2011 Cognifide Limited About us
  25. 25. Sitecore. Compelling Web Experiences Page 25 www.sitecore.net Providing Expertise that executes and guides Digital Marketing Strategies Close Relationships With Clients driven by a shared commitment to Delivering Outstanding Results
  26. 26. Sitecore. Compelling Web Experiences Page 26 www.sitecore.net Who do we work with? AGENCIES CLIENTS PARTNERS INDUSTRY
  27. 27. Sitecore. Compelling Web Experiences Page 27 www.sitecore.net Best of Both Worlds - Proven track record of successful delivery with Creative Agencies - Trusted partners – not competitors - Large scale Digital Marketing Platforms for clients and agencies - Building brands across multiple digital channels Creative Partners
  28. 28. Sitecore. Compelling Web Experiences Page 28 www.sitecore.net Campaign as a Service: Get in touch! Ray Kane Business Director Email: sales@cognifide.com
  29. 29. Sitecore. Compelling Web Experiences Page 29 www.sitecore.net Cleve Gibbon Chief Marketing Technologist, Cognifide @cognifide

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