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Digital by Design Presentation, Figaro Digital Marketing Conference

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Chris Vesey (Sitecore) and Simon Nash (Reading Room) presenting at Figaro Digital Marketing Conference

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Digital by Design Presentation, Figaro Digital Marketing Conference

  1. 1. Figaro Digital Marketing Conference DIGITAL BY DESIGN
  2. 2. Digital by Design? In order to flourish in an increasingly digital world, organisations must do more than simply adapt to technology and opportunities as they emerge.
  3. 3. Digital by Design? Business models are evolving and Marketers are ideally placed to take the lead in re-engineering businesses from the ground up; to help them become ‘digital by design’.
  4. 4. Introductions Simon Nash – Head of Planning Strategy, Content and Social Media @simonnash
  5. 5. Introductions Chris Vezey – Sales Director Sitecore UK Limited @SitecoreUK
  6. 6. Digital Marketing has evolved One to Many > One to One Personalisation Engagement etc Chris
  7. 7. Customer Experience Management Device and channel that suits me most right now Chris
  8. 8. We’ve reached multi-channel maturity Chris
  9. 9. The business case has been proven Chris
  10. 10. Characteristics of mature practitioners Chris
  11. 11. Room for improvement Even the most mature organisations still have room for improvement Chris
  12. 12. We can’t afford to be complacent Simon
  13. 13. A decade of changing business models
  14. 14. Innovative devices and social networks
  15. 15. Change is now a constant
  16. 16. The economics of value have changed
  17. 17. Organisations are thinking differently "We want to make money when people use our devices, not when they buy our devices," Jeff Bezos - Amazon CEO
  18. 18. Marketing must continue to evolve Simon
  19. 19. Marketing Operations that are digital by design
  20. 20. Wrapped in an experience cultureInnovation Agility
  21. 21. Underpinned by technology
  22. 22. Getting to grips with it all...
  23. 23. easyJet Challenge • 364 million visits in 2011 • Home page as entry to booking system • 50% of visitors know where and when • Personalisation needed for other 50% to make travel planning easier• Solution • Use of GeoIP to select local airports with live pricing • Hero banner personalised to visitor persona based on activity• Result • Peak of 2.5 million visitors online during January sale • Five sales per second - filling two planes a minute • 20% uplift in conversions • Now looking to extend personalisation across entire booking lifecycle, providing reminders, tailored offers across email and mobile
  24. 24. Contribution to a strategic goal “During the easyJet January Sale, easyJet’s biggest to date, our personalised homepage was helping fill two planes every minute” Richard Levin, easyJet Launch 09/11/12 Launch on Sitecore 09/11/2011
  25. 25. London Business School • School wide change programme • An exciting new brand proposition • Strategic framework for engagement • Multi-channel digital presence • Personalisation and CRM integration • Marketing Operations
  26. 26. Four dimensions of digital transformation Marketing Technology Operations Culture
  27. 27. Becoming digital by design Culture multi-channel Customer focused customer approach engagement Marketing Operations Organic Growth Customer focused (Silos, Fragmentation) approach Technology
  28. 28. Business transformation Culture multi-channel Customer focused customer approach engagement Marketing Operations Organic Growth Customer focused (Silos, Fragmentation) approach Technology
  29. 29. Thanks... [Insert Conversation Here] Or here @simonnash / @SitecoreUK

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