Episerver bob egner 1120
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Episerver - Digital Impact 2014
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Episerver bob egner 1120
- 1. MarTech for Digital Transformation
- 2. Focus on Connected Consumer
- 3. Combine Content + Commerce On every screen
- 4. Create Once Publish Everywhere Digital Ecosystem
- 5. Deliver based on Context
- 6. Leverage data Behavioral insights
- 7. Digital Transformation 1. Leadership and Vision 2. Customer Experience 3. Operational Process 4. Business Model sloanreview.mit.edu/article/the-nine-elements-of-digital-transformation/
- 8. Customer Experience - Changing landscape
- 19. The Current State of E-Commerce Search – Christian Holst www.smashingmagazine.com/2014/08/18/the-current-state-of-e-commerce-search
- 20. Operational Process - Ecosystem
- 24. Email variants
- 29. Business Model – New ways to add value
- 36. Extending from radio to digital media
- 37. Digital Transformation 1. Focus on the customer 2. Simplify the experience 3. Always on Commerce 4. Streamline systems 5. Use all data 6. Digital innovation - fail fast
Editor's Notes
- This is our connected customer – internally known as “winky girl” EPiServer provides a software platform that lets you Focus on your customer To elevate your offer And deliver exceptional experiences By merging Content + Commerce
- Some fundamental shifts / blurring lines Where does the experience start and end Where does marketing stop and sales start
- Marketing Technologists at heart We know a digital ecosystem is needed But hold the hassles Integration Usability Operation Costs
- One of the most important aspects of delivering experience is knowing the context Lets us turn the flat persona into a real person What is on this visitor’s mind Where are they What do they want to do next
- Analytics (many organizations haven’t mastered this Moving beyond to insight from increasingly larger amounts of behavioral data To further improve the experience you deliver to your most important visitor – your customer
- 4 elements of digital transformation Good article at the MIT Sloan Management Review Won’t focus on the leadership and vision part, but it’s top of the list Will share some examples where we are helping our customers with the following three
- I come from Chicago, and we have a well known “high street” called the Magnificent Mile 5-10 years ago you would have found all kinds of retailers on this street, but there is a change going on Now we have brand “flagship stores” where the broadline retailers used to be Carson Pirie Scott Lord and Taylor Marshall Fields Saks Fifth Avenue Have been replaced by Apple Burberry Ralph Lauren
- Norrona – outdoor apparel Builds experience on the simple point that consumers trust the brand more than the retailer Nordstroms in US (Marks and Spencer in UK) have done a lot of work around style guides, which is another useful form of content All meant to elevate your offer
- Norrona uses articles to describe information that consumers want to understand Why is their product better? Does it match my needs? Can I be successful with this product?
- In this article they are highlighting the construction of extreme outerwear It provides information that can give favorable comparisons By educating the consumer
- And to make it a great experience They can merchandise right in the article Which can be used to offer an alternate navigation approach What I like to call the beginning of the end of the grid
- Frigidaire is a white goods manufacturer, part of the Electrolux Group You may have seen that Electrolux is planning to acquire GE Applianes which will make them as large as the biggest player in North America, Whirlpool For Frigidaire, they are working towards the same goal – a direct consumer relationship But not through a flagship store, just online
- And the content they provide is intended to make consumer research easier It’s interesting to look at the format of the content Atomized blocks Render neatly on large and small screens Or can be delivered in other channels For example the email channel And by using behavioral information, they are one step closer to understanding purchase intent and taking the transaction online as an alternative to the retail channel
- We just saw Giant Eagle site And here you can see they have a rich FB audience All of this is another digital touch point which improves the view of the customer
- We just saw Giant Eagle site And here you can see they have a rich FB audience All of this is another digital touch point which improves the view of the customer
- This is Giant Eagle, who has created a very personalized experience for weekly ads - Using a variety of data from different systems, they can model what is attractive to individuals
- This is Giant Eagle, who has created a very personalized experience for weekly ads - Using a variety of data from different systems, they can model what is attractive to individuals
- 4 elements of digital transformation Good article at the MIT Sloan Management Review Won’t focus on the leadership and vision part, but it’s top of the list Will share some examples where we are helping our customers with the following three