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1. How to become successful with
DIGITAL MARKETING PLATFORMS

2. Part One
THE DIGITAL
MARKETING PLATFORM

3. A Digital Marketing Platform is a
centralized enterprise system for
managing and optimizing
your marketing efforts

4. A Digital Marketing Platform
provides capabilities to help marketers be
effective

5. Which is not the same as efficient
from a content management perspective, but
rather having velocity, agility and insight
into your business

6. A Digital Marketing Platform…
(as opposed to a Content Management System)
includes multiple channels
also channels that are beyond the control of the
Content Management System, because…

7. …A Digital Marketer typically deals with
one or more websites
social media campaigns
email marketing campaigns
and paid search
Advanced Digital Marketers might also have added bloggers,
SMS campaigns or even Telemarketers into the mix

8. Part Two
THE FOUR DIMENSIONS
OF DIGITAL CHANNELS

9. Contrary to popular belief…
a websites (or any digital channel)
is NOT a SINGLE channel

10. In fact, almost every
Digital Marketing Channel
can be broken down into
4 DIMENSIONS

11. CONTENT or WORDS

12. IMAGERY

13. LAYOUT

14. FUNCTIONALITY

15. Which can be
managed, shared and optimized
distinctly

16. The capability of the Digital Marketing
Platform ties specifically to how much
agility it provides Marketers in their
ability to create, manage and share assets
in support of and across these dimensions
to each of their digital channels

17. Part Three
HOW TO SELECT

18. When going out to select a new
Digital Marketing Platform
look for these 3 vital features

19. True Multi-Site Capability
including the ability to manage only the differences between sites and
across multiple locales

20. Ease of Use (for the Contributor)
including in-context preview and contribution and Agility
A clear separation between Developer and Contributor capabilities is
important, so functionality and layout elements can be continuously
developed and delivered

21. Native Targeting & Personalization
The ability to provide contextual changes to the experience relative to
either the visitor or the providing organization

22. Part Four
CHANGES TO MAKE

23. But – as always – it is not only
about the tools. Your organization
needs to change too…

24. Develop a
test-driven optimization strategy

25. Introduce a continuous integration
and deployment model

26. BALANCE
It’s security-driven and Marketing’s
experiment-driven view of infrastructure
(in many cases by moving to the cloud)

27. Take Agile Marketing
to the next level

28. Part Five
HOW TO START

29. We recommend you start your
Digital Marketing Journey
with these 4 steps

30. STEP 1
Select a
Digital Marketing Platform

31. STEP 2
Understand how each dimension
of the digital experience is managed
in your organization

32. STEP 3
Adopt a
test-driven optimization strategy

33. STEP 4
Look to
The Cloud

34. THANK YOU.