Increase Revenue with a Unified Digital Engagement Strategy

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Delivering seamless and engaging cross-channel experiences with Ektron DxH

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Increase Revenue with a Unified Digital Engagement Strategy

  1. 1. Increase Revenue With A Unified Digital Engagement Strategy #EktronUnified Comments, Questions & Answers
  2. 2. Agenda • Customer Experience Management Bob Canaway, Director of Marketing at Ektron • Unified Engagement Strategy Rolf Kraus, VP, Content Management, Portals and Collaboration Practice at edynamic • Ektron Digital Experience Hub and Demonstration Bob Canaway, Director of Marketing at Ektron
  3. 3. Executives overwhelmingly cite revenue growth as their organizations’ most important priority over the next three years – three times more often than any other priority, and six times more often than cost containment.
  4. 4. REVENUE GROWTH DRIVES BUSINESS
  5. 5. Content Websites, landing pages, microsites Context Behavior, device, social graphs, environment, location Business Outcome Sale, Page View, Member, Lead, Admission, Donation Loyalty, Awareness, Reputation, Advocacy Optimization Search engine optimization, personalization, conversion optimization Experience Websites, mobile devices, communities, email
  6. 6. A Digital Solutions Firm delivering Marketing and Technology Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi Unified Engagement Strategy
  7. 7. 9 1. Making Sense of Engagement 2. Capabilities that Drive Engagement 3. Digital Marketing Capabilities Model 4. Delivering Capabilities through Technology 5. Questions Agenda
  8. 8. 1010 Making Sense of Engagement
  9. 9. 11 Engagement is an estimate of the degree and depth of visitor interaction against a clearly defined set of goals. — Eric Peterson Engagement: What is it? Engagement is turning on a prospect to a brand idea enhanced by the surrounding context. — ARF Engagement is defined as the strong connection a company, or brand, creates with a customer that drives purchase decisions and satisfaction over time. — Adobe
  10. 10. 12 A person’s participation with a brand, regardless of channel, where they call the shots, is what we consider Engagement. Engagement: Forrester’s Model Forrester 2008 Involvement • The presence of a person at the various brand touch points. Interaction • The actions a person takes while present at those touch points. Intimacy • The affection a person holds for a brand. Influence • The likelihood a person is to advocate on behalf of the brand.
  11. 11. 13 Involvement Interaction Intimacy Influence Engagement: How it drives revenue Digital engagement drives customer acquisition and retention that translates into revenue generation for organizations  Clicks through on an email  Unique visits  Time reading content  Retail store visitation  Search leads to your brand  Downloads a white paper  Leaves a comment  Online purchase  Requests a sales person  Registers for an event  Prefers your product brand  Positive forum contribution  Reduced call volume  Word of mouth promotion  Forward to a friend  Social network contribution  Recommends your brand Acquire Convert Bond Amplify
  12. 12. 1414 Capabilities that Drive Engagement
  13. 13. 15 Integrated Channels Demand Generation User Experience Relevance Analytics and Optimization Customer View Engagement: Capability Drivers The model must be supported with capabilities that enable deep engagement by your prospects and clients with your brand
  14. 14. 16 Involvement Interaction Intimacy Influence Engagement: How we make it happen Delivering deep engagement requires a core set of capabilities that are supported by an ecosystem of technology platforms Integrated Channels Demand Generation User Experience Relevance Analytics and Optimization Customer View
  15. 15. 1717 Digital Marketing Capabilities Model
  16. 16. 18  Stand-alone platforms  Disparate viewsof customers  Singular experience  Simple, common user experience  Basic demand generation programs  Disparate platform analytics and no optimization  Single view of customers  Deep cross-channel integration  Personalizedexperience  Sophisticateduser experience  Broad demand generation programs  Cross-channel analytics and optimization Integrated Channels Continuous Optimization Basic Digital Advanced Experience Digital Marketing Capability Model
  17. 17. 19 Characterization  First generation digital marketers on maturity path  Initial investments have been made for future maturity Capabilities  Web content management  Good web design  Web analytics  SEO and SEM  Basic email campaigns Model Maturity: Basic Digital Basic Digital: Leveraging content management solution, spray and pray email, focus on web design, using basic analytics 1.5 2 31 2 1 Integrated Channels Demand Generation User Experience Relevance Analytics and Optimization Customer View
  18. 18. 20 Characterization  Web is “under control”, focus shifts to marketing automation  Increasing demand generation activities to drive lead flow Capabilities  Marketing automation  Channel specific analytics  Targeted user experience Model Maturity: Advanced Experience Advanced Experience: Improving user experience, initial marketing automation, broader analysis and demand generation 2.5 3 3.512.5 1 Integrated Channels Demand Generation User Experience Relevance Analytics and Optimization Customer View
  19. 19. 21 Characterization  Web and email channels provide with personalization  Analytics now provide correlation across channels Capabilities  Personalization of web and email channels  Cross-channel analytics Model Maturity: Driving Relevance Driving Relevance: Improving user experience, initial marketing automation, broader analysis and demand generation 2.5 3 3.5 2.5 3 1 Integrated Channels Demand Generation User Experience Relevance Analytics and Optimization Customer View
  20. 20. 22 Characterization  Content and analytics integration across channels  Optimization of user experience becomes continuous Capabilities  Deep analytics and multivariate testing of the user experience  Single, logical view of the ‘digital footprint’ of customer  Lead nurturing and scoring  Unified cross-channel engagement Model Maturity: Continuous Optimization Continuous Optimization: Deep integrations of channels, cross- channel personalization, single view of the customer 4.5 4 3.5 3.5 4.5 3.5 Integrated Channels Demand Generation User Experience Relevance Analytics and Optimization Customer View
  21. 21. 2323 Delivering Capabilities through Technology
  22. 22. 24 1. Content management: delivering a relevant experience on the web 2. Marketing automation: nurturing the relationship through prospects’ digital buying lifecycles through email, content marketing, and web 3. Analytics: tells us what people are doing and what they want 4. Social and Community: enabling group interactions 5. CRM: managing the sales cycle in the context of profile information Digital Marketing Ecosystem Digital marketers look to technology to solve the challenges they face—a digital ecosystem does provide answers Content Management (CMS) Marketing Automation Analytics Social and Community Customer Relationship Management (CRM)
  23. 23. 25 1. Multiple lead profiles: Incomplete lead profiles drive incorrect engagement decisions 2. Disrupted digital journey: Leads encounter different experiences across channels 3. Irrelevant communication: Communication involves “best-guess” personalization that is out of context Uncoordinated platforms deliver dissonant messaging to leads Technology—Only Part of the Solution Even with the ecosystem that is available today, technology only provides part of the solution for the digital marketer
  24. 24. 26 1. Develop an engagement strategy: Perform buying cycle, segmentation and motivation/pain point analysis 2. Create contextual content: Align and develop content with prospect expectations 3. Define a lead disposition and scoring approach: Define metrics that inform the mindset and maturity of prospects 4. Automate a cross-channel, closed loop engagement cycle: Employ a rules-driven approach to engage prospects Strategy—Making the Most of Technology Without strategy, even a complete digital ecosystem will not effectively drive the results digital marketers are looking for
  25. 25. 27 1. Develop an engagement strategy: Perform buying cycle, segmentation and motivation/pain point analysis 2. Create contextual content: Align and develop content with prospect expectations 3. Define a lead disposition and scoring approach: Define metrics that inform the mindset and maturity of prospects 4. Automate a cross-channel, closed loop engagement cycle: Employ a rules-driven approach to engage prospects Strategy—Making the Most of Technology Without strategy, even a complete digital ecosystem will not effectively drive the results digital marketers are looking for Completed Poll Download Whitepaper Journey Includes Contact Page Yes Yes Disposition: “Information Search” Lead Score: 20 No Disposition: “Information Search” Lead Score: 15 No Disposition: “Purchase Decision” Lead Score: 40 Yes Disposition: “Evaluate Options” Lead Score: 30 No
  26. 26. 28 1. Develop an engagement strategy: Perform buying cycle, segmentation and motivation/pain point analysis 2. Create contextual content: Align and develop content with prospect expectations 3. Define a lead disposition and scoring approach: Define metrics that inform the mindset and maturity of prospects 4. Automate a cross-channel, closed loop engagement cycle: Employ a rules-driven approach to engage prospects Strategy—Making the Most of Technology Without strategy, even a complete digital ecosystem will not effectively drive the results digital marketers are looking for Completed Poll Download Whitepaper Journey Includes Contact Page Yes Yes Disposition: “Information Search” Lead Score: 20 No Disposition: “Information Search” Lead Score: 15 No Disposition: “Purchase Decision” Lead Score: 40 Yes Disposition: “Evaluate Options” Lead Score: 30 No
  27. 27. 29 1. Custom integration: Start with CMS, Marketing automation and CRM 2. Integration: Sharing a common view of the lead requires integration across platforms 3. Engagement strategy: Strategy implemented to drive content personalization and relevance Driving Value for Organizations Technology platforms + Integration + Engagement strategy = Accelerating the buying cycle and increasing conversation Web Page Landing Page Email CMS CRMMarketing Automation Forms Tracking Tags Content Personalization Engine Behavior Data Rules Engine Profile Data Customer Profile Link Personalized Email Personalized Landing Page Personalized Web Page Prospect
  28. 28. 30 Ektron Digital Experience Hub (DxH) Delivers on the promise of cross-channel integration using pre- integrated connectors—no need for custom development
  29. 29. 31 How does this enable the Digital Marketing Capability Model?  Integrated Channels   Demand Generation   User Experience   Relevance   Analytics and Optimization   Customer View  Accelerating Engagement DxH enables marketers to more quickly focus on deep engagement, rather waiting for custom integration
  30. 30. Digital Experience Hub Connecting WCM with “Systems of Experience” for Online Channel Optimization
  31. 31. DxH Flow
  32. 32. DEMO
  33. 33. Achieve Business Outcomes To Build Revenue
  34. 34. Connect with us 1-877-339-6264 www.edynamic.net contact@edynamic.net twitter.com/edynamic youtube.com/1999dynamic facebook.com/edynamic.net

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