This document discusses building an effective global digital marketing platform. It covers four key areas: 1) local market optimization to tailor content and approach to different cultures and markets, 2) using a loose coupling innovation architecture rather than a monolithic CMS to allow for flexibility and scalability, 3) allowing distributed development through brand and market guidelines to balance flexibility and control, and 4) leveraging sophisticated tooling like recommendation engines and integrated CMS and marketing campaign management capabilities. The overall goal is to create an agile platform that can optimize locally while allowing sharing of innovations globally.

1. Building an Effective Global Digital
Marketing Platform
Christopher Marsh
christopher.marsh@akqa.com

2. Websites
• Content only
• Not localised
• Development required

3. Web platforms
• Localisation
• Content management
• Development model

4. Digital marketing platforms
1. Local market optimisation
2. Innovation architecture
3. Distributed development
4. Sophisticated tooling

5. 1. Local market optimisation

6. Reality check – it’s not 1995
• Everyone has a website
• Different market, different culture
• Investment exists already

7. Different local market types
• The “Eager Adopter”
• The “Cautious Collaborator”
• The “Iron Giant”

8. How to onboard effectively?
• Create a transparent and repeatable process
• Provide structured support
• Augment, don’t replace

9. 2. Innovation architecture

10. The CMS is the platform?

11. Architectural benefits
• Minimises integration
• Leverages CMS development model
• Easy to visualise tech stack

12. Things that don’t work so well
• Flexibility
• Development scaling
• Capacity scaling

13. Looser coupled systems
• Application layer routing
• CMS is just another service
• Web applications
• Micro services

14. Looser coupled systems

15. SOA to the rescue?
• EIP well documented
• Mature products
• BUT!!! Expensive and not very agile

16. 3. Distributed development

17. Classes of development
• Platform
• Brand
• Campaign

18. Brand/market tension
• Fixed
• Flexible
• Free

19. Freedom to develop through effective governance
• Development and brand guidelines
• SDKs
• Approval process

20. Closing the loop
• Review local work
• Allow sharing between markets
• Leverage local success globally

21. The platform is a product
• A platform is never complete
• Why wait for features?
• Promote team cohesion

22. 4. Sophisticated tooling

23. Speed and scale
• http://digital.cabinetoffice.gov.uk/2012/02/08/radiating-information/

24. Speed and scale
• http://www.guardian.co.uk/info/developer-blog/2012/dec/06/real-time-qa-confident-code

25. Recommendation engines
• Collaborative filters
• Bayesian networks
• Predictive analysis

26. CMS options
• Sitecore – Digital Marketing Suite
• CQ – Marketing Campaign Manager
• Built-in functionality + integration

27. Finally!
1. Local market optimisation
2. Innovation architecture
3. Distributed development
4. Sophisticated tooling

28. Thanks!