James Bloor presented a case study of Picador, which is built on Kentico EMS platform. He discussed how content personalisation and marketing automation are used to optimise engagement and visitor experience.
Driving Visitor Engagement - Internet World 2014 presentation by James Bloor
1. Driving Visitor Engagement
Through Content Personalisation
And Marketing Automation
James Bloor –Director, Distinction
@DistinctionUK http://distinction.co.uk
Visit Kentico on stand IW470
3. Publishers of contemporary
fiction, non-fiction and poetry
Online community platform
Built on Kentico EMS
http://distinction.co.uk @DistinctionUK
CASE STUDY… PICADOR
4. KENTICO EMS
Integrated CMS, ecommerce and online marketing
Over 18,000 websites in 90 countries
Stand IW470
For a free trial, visit: bit.ly/trykentico
http://distinction.co.uk @DistinctionUK
5. Web analytics
A/B and MVT testing
Landing pages
Lead scoring
Segmentation
Content personalisation
Email marketing
Social media marketing
Marketing automation
Salesforce integration
http://distinction.co.uk @DistinctionUK
MARKETING FEATURES
OF KENTICO EMS
6. Web analytics
A/B and MVT testing
Landing pages
Lead scoring
Segmentation
Content personalisation
Email marketing
Social media marketing
Marketing automation
Salesforce integration
http://distinction.co.uk @DistinctionUK
MARKETING FEATURES
OF KENTICO EMS
10. CLEAR BENEFITS
In a study of over 93,000 calls to action, Hubspot
found that those targeted to the user had a
42% higher conversion rate
(Source: HubSpot)
http://distinction.co.uk @DistinctionUK
11. CLEAR BENEFITS
61% of visitors feel more positive about a brand
when marketing messages are personalised
(Source: Econsultancy)
http://distinction.co.uk @DistinctionUK
12. ATTITUDES ARE CHANGING…
74% of consumers get frustrated with websites
when content has nothing to do with their interests
Source: Janrain & Harris Interactive
http://distinction.co.uk @DistinctionUK
13. ATTITUDES ARE CHANGING…
84% of marketing executives plan on developing a
process to map content to buyer journey stage
Source: Aberdeen
http://distinction.co.uk @DistinctionUK
14. YET ADOPTION IS SLOW
60% of marketers struggle to personalise
content in real-time
Yet 77% believe real-time personalisation is crucial
(Source: Neolane & DMA)
http://distinction.co.uk @DistinctionUK
15. YET ADOPTION IS SLOW
Reasons for not implementing content personalisation
(Source: Neolane & DMA) :
• Complexity of systems (50%)
• No access to real-time data (46%)
• Data privacy issues (45%)
http://distinction.co.uk @DistinctionUK
16. YET ADOPTION IS SLOW
68% of marketers view their content management
systems as unsuitable for personalisation
(Source: Adobe/Econsultancy)
* Remember – pop over to stand IW470 to see how easy Kentico is!
http://distinction.co.uk @DistinctionUK
18. WHAT IS
MARKETING AUTOMATION?
It is the automation of tasks and workflows
To increase operational efficiency
And grow revenues more quickly
By creating better engagement with visitors
http://distinction.co.uk @DistinctionUK
19. WHAT IS
MARKETING AUTOMATION?
It facilitates the conversation,
and builds the relationship
http://distinction.co.uk @DistinctionUK
20. WHAT MARKETING AUTOMATION
IS NOT…
It is not ‘just’ a sales tool
It does not remove human interaction
It is not easy
http://distinction.co.uk @DistinctionUK
21. Dynamic content management
Landing pages
Lead scoring
Lead management / nurturing
Segmentation and personalisation
Email marketing
Campaign management
Conversion optimisation
Social media marketing
Mobile marketing
CRM integration
Marketing analysis…
http://distinction.co.uk @DistinctionUK
MARKETING AUTOMATION
INCLUDES…
22. WHY USE AUTOMATION?
77% of those implementing marketing automation see
direct increases in revenue
(Source: Salesforce/Pardot)
http://distinction.co.uk @DistinctionUK
23. WHY USE AUTOMATION?
58% of those implementing automation are better able
to measure performance
(Source: Salesforce/Pardot)
http://distinction.co.uk @DistinctionUK
24. WHY USE AUTOMATION?
65% of those implementing automation
gain more insight into marketing and sales activities
(Source: Salesforce/Pardot)
http://distinction.co.uk @DistinctionUK
25. CASE STUDY - PICADOR
http://distinction.co.uk @DistinctionUK
26. Publishers of contemporary
fiction, non-fiction and poetry
Online community platform
Built on Kentico EMS
http://distinction.co.uk @DistinctionUK
PICADOR
30. SCORING
Create rules for visitor
activities and attributes
Based on scores, visitors
fall into a persona
http://distinction.co.uk @DistinctionUK
PICADOR
33. MY PICADOR
Private reading lists
Book recommendations
Favourite books,
authors and genres
Follow other users
http://distinction.co.uk @DistinctionUK
PICADOR
39. CLOSING THOUGHTS
It is a win-win situation
Implemented effectively, personalisation and automation
benefits both site owners and users
http://distinction.co.uk @DistinctionUK
40. CLOSING THOUGHTS
The evolution of consumer behaviour when society and
technology evolve faster than the ability to exploit it.
Digital Darwinism does not discriminate – every
business is threatened.
Brian Solis - @BrianSolis
http://distinction.co.uk @DistinctionUK
41. Thank You
Any questions?
Stand IW470 bit.ly/trykentico
James Bloor – Founder and Managing Director - Distinction
@DistinctionUK http://distinction.co.uk