Online Advertising Theatre; Shattering Campaign Effectiveness; Campaign as a Service

Sitecore. Compelling Web Experiences
Page 1 www.sitecore.net
Cleve Gibbon
Chief Marketing Technologist, Cognifide
@cognifide

Agenda
Campaigns @ Work
Campaign Production 1.0
Campaigns as a Service
About us

Page 3 www.sitecore.net © 2011 Cognifide Limited
Running digital campaigns…
Campaigns @ Work

• “It’s hard to find things that won’t sell online.”
• Founder, Amazon
• Jeff Bezos

Goodwood Hospitality Mobile Site
m.investec.com
tw.investec.com
m.derby.investec.com

Back to Basics
Building Campaigns

Digital Marketing Challenges
Driving revenue and building meaningful, sustainable relationships
with customersCritical
Has grown in complexity and scope, as has the potential for
powerful outcomes
Marketing
Technology
Change
Is now more complex, more multi-faceted and more challenging to
manage
Need to blend technology, audience, content, analytics and
user experience strategiesBlend
Drive profitable customer engagements by better quantifying their
results and better acting upon the dataDrive results
Build value over time, rather than concentrating solely on short-
term ROI
Demonstrate
Return

Agency Challenges
Huge opportunity to service this shift but are usually creative led
and struggle to deliver & retain technical staffFull Service
They think in terms of “Production” e.g. TV/Video production
is outsourced to specialists
Production
Budget Shift
Ad spend is shifting to “campaign based” digital initiatives (time
sensitive, relevant for a set period, results driven)
Need to exploit ‘new normal’ SaaS, Cloud, etc. models which play
very well to “Campaign” style initiativesCloud
Current upfront style WCM licensing models are not suited to
Campaign style initiatives
High-cost entry
point
Digital campaigns are generally short term responses to urgent
customer demands – very little reuse
Demonstrate
Return

Campaigns: Disconnected Mobile
http://www.strangeloopnetworks.com/resources/infographics/web-performance-and-user-expectations/mobile-device-users-expect-sites-to-load-
Mobile channel is a poor
cousin to the web channel.
Mobile performance
optimisation is only for geeks.
Business thing, conversion
thing, competitive advantage
thing.
“A 1-second delay in page load
times equals:
- 11% fewer pages
- 16% decrease in customer
satisfaction
- 7% loss in conversions
”
85% OF MOBILE USERS
expect sites to load at least as fast or faster than sites on their desktop
57% HAVE HAD A PROBLEM when trying to access a mobile site
SLOW LOAD TIME
Was the number one issue faced by
more than one third of them.
ALMOST HALF
Of these people are unlikely to return to
a site that performs poorly.
33% Would go to a
COMPETITORS SITE NEXT

Campaigns: Connected Journeys are High Effort
Campaign
email
Landing
page
Microsite
Payment
gateway
Confirmation
page
Connected journeys involve:
Multiple Agencies
Multiple Solution Providers
Multiple Overlapping Disciplines
Multiple Masters
Resulting Campaigns suffer from:
Lack of clear ownership
Too many moving parts
Poor governance
Siloed channels / teams
1 2 3 4 5

Campaigns: Need Real Time Testing
Companies are struggling to marry
the right technology with the
mountain of data.
TRAFFIC
TIME
TECHNOLOGY
TRUST
TEAM
“Your most creative ideas don’t convert as well”
Brian Massey, Conversion Scientist

Our offering
Campaign as a Service

“After the platform becomes user friendly, when it is
opened up to the best storytellers and designers and
communicators, they tend to add another level to it.
The rare time when you find people who really
appreciate both sides of that coin (innovation and
storytelling) is where truly amazing things happen.”
Managing Director, Google
Andy Berndt

The Best of the Best
- Proven track record of successful delivery .
- Global customers. Strategic technology. Scalable solutions.
- Technology roadmaps to support future marketing goals.
- Mature technology platforms to effectively execute digital campaigns.
Technical Partners

The Sitecore Customer Engagement Platform
The heart of Campaign as a Service
- Serving web, mobile, email, social and print
- Profiles visitors and delivers personalised content across channels
- Builds a single coherent visitor profile, augmented through each interaction,
regardless of channel
- Unique cross-channel engagement value KPI

Sitecore Customer Engagement Platform
Engagement Intelligence
- Track and report on campaign performance by persona, by channel, by
campaign
- Deep insight into exactly what to optimize to improve performance
- Reports targeted to business users and marketers
- Engagement analytics can be combined with other data sources, e.g. CRM

Reusable Components
HTML 5 FLASH DIVIDER HORIZONTAL
TEXT
FLOAT TWITTER RSS
GALLERY
RICH
TEXT PODCAST IMAGES CODE CONTENT +MORE
Common Components

CaaS: The Brand Platform
Marketing Technology Platform
Content Architecture
Product Integrations
Big Data Management
CONTENT
STRATEGY
BRAND
APIS
Customer Engagement Platform
Infrastructure as a Service
MICROSITES
LANDING
PAGES
BRAND
SITES
MOBILE
WEB/APPS
EMAIL
Platform aims
Centralised hosting strategy
Campaign helpdesk
Managing Environments
Agency / Partner /
Client support
Increased productivity
Reduce time-to-market
Connected journeys
Marketing leverages
IT innovations
Business outcomes

Engagement
Business
Development
Campaign Design Campaign Production Campaign Execution
Account Strategy
Campaign
Scoping
Account Strategy
Engagement centred design
User centred design
Campaign setup
Content production
Staging/QA
Content entry
Traffic Acquisition Strategies (Media, Search, Social)
Account Management / Creative Oversight
Engagement Insight / Optimisation
CEP Licencing
Hosting Infrastructure
Agency
Cognifide
Sitecore
Rackspace
Other partners
Paid Work
Campaign Blueprint Sign off
Campaign Go-Live Sign off
Revenue Key
CaaS – Campaign Lifecycle

About us

Providing Expertise
that executes and guides
Digital Marketing Strategies
Close Relationships With Clients
driven by a shared commitment to
Delivering Outstanding Results

Who do we work with?
AGENCIES CLIENTS
PARTNERS INDUSTRY

Best of Both Worlds
- Proven track record of successful delivery with Creative Agencies
- Trusted partners – not competitors
- Large scale Digital Marketing Platforms for clients and agencies
- Building brands across multiple digital channels
Creative Partners

Campaign as a Service: Get in touch!
Ray Kane
Business Director
Email: sales@cognifide.com

Cleve Gibbon
Chief Marketing Technologist, Cognifide
@cognifide

Online Advertising Theatre; Shattering Campaign Effectiveness; Campaign as a Service

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Online Advertising Theatre; Shattering Campaign Effectiveness; Campaign as a Service