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A Roadmap for Marketing Transformation - JBoye Philadelphia 2015

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Presented at JBoye Philadelphia 2015 #JBoye15
Track: Marketing Transformation

How do you eat an elephant? One bite at a time, the same is true for Digital Transformation, which often can be an overwhelming task, spanning over different organizational teams and much data to consider. In many cases the initial analysis causes paralysis and too often never gets through to execution.

This session will help you map the digital transformation roadmap by explaining:
- How to use data and experience marketing to create lifetime customers, one step at a time
- What other organizations have done to get started on this journey
- How to identify your organizations most disconnected experiences

Published in: Marketing

A Roadmap for Marketing Transformation - JBoye Philadelphia 2015

  1. 1. Presented By // Lars Birkholm Petersen @LarsBirkholm May 6th 2015
  2. 2. Digital marketing anno 2015
  3. 3. Buying my iPhone 6
  4. 4. Dis-Engaged
  5. 5. Dis-Nurtured
  6. 6. … not a content problem
  7. 7. Why do you think these dis-connects happens?
  8. 8. The StepsTowards Creating Lifetime Customers Digital Marketing Experience Marketing Brand Experience
  9. 9. Experience Marketing Collect and Connect data to Establish Single View of Each Contact Align objectives, strategies and tactics Provide real-time contextualized experiences that supports customer needs
  10. 10. ≠Your Business Objective Likes ≠ Email Opens ≠Visits ≠ App Downloads
  11. 11. Know what you are optimizing for
  12. 12. The holy grail – your customer!
  13. 13. Map content to the Customer Lifecycle and Intent Discover Research James Family Car Buyer Touch points: Touch points: Intent: Intent: How can Intent be revealed: How can Intent be revealed: Their Objective: Their Objective: Our Objective: Our Objective: Persuasive Content Needed: Persuasive Content Needed: Erica Business Leaser Touch points: Touch points: Intent: Intent: How can Intent be revealed: How can Intent be revealed: Their Objective: Their Objective: Our Objective: Our Objective: Persuasive Content Needed: Persuasive Content Needed:
  14. 14. - Geo Location - Campaigns - PPC, Display, Emails etc. - Referrals - Onsite Behavior Good places to start for personalization of unknown visitors
  15. 15. How does good content looks like (from an experience POV) Content is the heart of the experience
  16. 16. QuickWins
  17. 17. Average conversion lift by using personalization Source: The Realities of Online Personalization, eConsultancy April 2013
  18. 18. DigitalTransformation step by step
  19. 19. 67% 18.4% 3.2% 1.8% 4.3% 0.9% 4.4% 27% 60% 73% 40% 0% 50% 100% All Mature Yes No UsingTesting 28% 47% 72% 53% 0% 50% 100% All Mature Yes No Using Personalization 31% 51% 69% 49% 0% 50% 100% All Mature Yes No Using Marketing Automation ✔ Executive Commitment ✔ Aligned Objectives ✔ Digital is strategy
  20. 20. Considerations
  21. 21. 22
  22. 22. Context What are the best Family Cars in 2015? Context,Triggers, Experiences Triggers Family Cars PPCAd Enter on /FamilyAlias Looking at Family Cars Search for Family Cars Experiences Show Safety Reviews Show Family of 5 + strollers + Different Personas For James For Erica
  23. 23. Who you need on your team
  24. 24. Identify your dis-connected experiences
  25. 25. Lpe@Sitecore.net @LarsBirkholm ww.ConnectTheExperience.com www.sitecore.net

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