Making Sense of Multiscreen Economy


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  • Checking reservation in iPhone. Moving to iPad.
  • This according to the Boston Consulting Group, which argues that mobile devices are far more than just enablers of media consumption.
  • In other words, people with more mobile devices value the media they get through them more than those with fewer devices. Makes sense, right? You get more value out of your HBO subscription if you’re able to finish that “Game of Thrones” episode you started watching on your TV set on your iPad while commuting home from work. And if your iPad battery runs out on that trip and you can finish it on your phone? More value still, right?
  • Wroblewski – Mobile First initiative
  • And yet, a recent CEB study of nearly 800 marketers at Fortune 1000 companies found the vast majority of marketers still rely too much on intuition — while the few who do use data aggressively for the most part do it badly. Here are our key findings:In fact, they are already doing it: According to a recent study, 77% of CEOs have trouble linking marketing efforts to tangible results, such as revenue, shares and conversions. Unlike its more traditional counterparts, digital marketing offers valuable metrics for measuring ROI. So here is the last major theme running through the majority of specific predictions we looked at: As the hype surrounding social dies down, the demand of business leaders for greater accountability and decisions based on accurate data will have a profound and transformative impact on the future of social media marketing efforts.
  • Whether you’re talking about content or code, what you want to guard against is creating multiple versions of your website. It’s called forking, and it’s a forking nightmare from a maintenance perspective. If you fork your website into separate mobile and desktop versions, then you’re stuck updating both of them every time there’s a change. Avoiding this problem is tricky, even with sophisticated content management systems.
  • Brad Frost
  • Pebble a internet connected watch that gaining popularity - kickstarter
  • RWD may in some cases only optimise the content for different screen sizes, not the user. This is why RWD needs to be combined with real time personalization that uses the user context, user behaviour and business rules to make the user experience both seamless across devices as well as personal and taking advantage of the context.
  • Location Services – Most of the devices have a GPS transmitter and can track where users are when they post online. Many consumers now willingly use this to check in to places to share their location. This is huge for targeted marketing where ads can be targeted based on a set radius, profile people based on their travel and location patterns and deliver targeted campaigns.Mobile Search – Consumers are increasingly using smartphones to search on the internet and to access local information. Location aware queries such as restaurant searches, ATMs, Fuel stations are becoming more common on mobile devices. This trend will continue to expand to other services and advertisers need to deliver relevant ads based on keywords.
  • Whether you call it CEM (experience with an E), CXM (Experience with an X), web engagement, digital experience management, customer lifecycle management or Susan — read any contemporary marketing writing and you’ll discover that there is a business imperative to pivot your organization around the empowered consumer.The WCM market is growing based on customer experience management (CXM) needs, including multichannel delivery, content targeting, analytics, and integration with other CXM technologies.
  • To be able to create experiences will be a key challenge for organizations moving forward. That’s why CMS is very critical to all organizations. The usability for the things you will spend most time on, creating content or experiences, is of great importance.
  • Instant preview all variants of shared blocks.
  • Instant preview all variants of shared blocks.
  • See all places where a block is used. This can be in different sections of the current site or on other sites.
  • Mobile, tablet and desktop are all first class citizens within EPiServer! There is no “black box” rendering of mobile content. You are in control!Web channel takes care of mobile, tablet, desktopUse insights from analytics to serve context specific contentSeparate experience solving needs that can’t be handled by the web channelWeb appSolving a specific flow, like a booking app for airlinesNative appTaking advantage of phone specific features, like a boarding pass app for airlines using NFC (near field communication)
  • Switch between different screens. Work with content in all different screens to see exactly what it looks like.
  • Build segments using the built in rules engine:All visitors who have seen 3 pages tagged with “alloy plan”.Marketers wants to target the message for different customer segments, but the tools available are too complex or require too much work which means they usually end up with the “one message fits all” approach.orPersonalize once, target everywhere.Personalize blocks once and re-use across markets and channels to target contentSticky preview makes it easy to see what the site will look like for a specific segmentUse historyBuild segments based on user behaviorUse contextLocationDeviceUse business rulesRich users from Stockholm should be offered first class ticketsBlocks and pages can be targeted, or personalized, for a specific segment. We call this “personalize once, use everywhere” and it saves a lot of time since you can create context-aware blocks that can be used anywhere.
  • Sticky preview makes it easy to see what the site will look like for a specific segment.
  • Most companies have analytics tools installed on their site, but it’s usually configured in the wrong way and/or the marketers who’s working with optimization don’t have access to the insights that the analytics brings.orWe need analytics insights when optimizing content.Configuredautomatically - Everythingthat’sneeded is a GA accountAnalytics availableDashboardOn pageConversionsGoalsWhichcontentdoesn’tconvert?Which social campaignsproduce most conversions?Whichcontent drives e-commercetransactions?Cross channelGoogle Analytics codes can be used incms, social reach and episerver mail to track cross channel campaigns.
  • Google Analytics Add-on.Analytics overview. Have different gadgets display different channels/goals/conversions
  • Google Analytics Add-on.Analytics insights when working with content on page!
  • Social Reach Add-on: Real-time channel specific analytics.Update all your social channels from one place and track channel specific measurements such as likes and comments. Personalize the message for each channel to increase conversions. Control who can make updatesIntegrated with Google AnalyticsSocial campaignsAnalytics integrationFacebook, LinkedIn, Twitter
  • Every company wants to be the top results in search engines, but due to inconsistency in both keyword management as well as site structure they have a hard time competing.orThe CMS should just take care of SEO.SEO isn’t black magicGood contentHighlight of important SEO propertiesAdd-onsSite AttentionOptimize content based on keywords and GA insightsSEO Manager – Permanent linksKeep your GA ranking when migrating to EPiServer and when deleting/moving pagesSocial ReachTrust from social channels are becoming an important part of SEO
  • Setup a goalWhitepaper downloadCreate content variationsDifferent teasersPersonalize and contextualizeDecide who should be targeted and what touchpointsStart=> Let EPiServer learn and optimize the customer experience
  • But the bottom line is -- currently -- no “CXM platform” or a WCXM system is capable of addressing all use cases and business challenges properly. Integration is therefore a key part. Are you using an external analytics system? Look at specific parts of this ecosystem separately and give consideration to separate components of separate best-of-breed solutions.EPiServer offers an open and flexible interface that can easily integrate with other systems and data sources, such as a CRM or ERP platforms. EPiServer 7 CMS offers standard connections for leading systems such as Microsoft SharePoint, Microsoft Dynamics CRM and Beyond the standard connectors, our integration platform has a web service layer which allows you to integrate to systems such as SAP, Oracle, Amadeus or other data sources, both standard systems and bespoke solutions.Content providers makes content in other repositories first class citizens in EPiServer. Work with other content as it was pages/blocks inside EPiServer.
  • Making Sense of Multiscreen Economy

    1. 1. Peter Sunna, Product ManagerMaking sense of multiscreeneconomy
    2. 2. Acting like it’s 1999
    3. 3. Diagnosing your digital neural system• Will your web infrastructure enable you to easilyincorporate video and phone support in the future?• Do your digital systems enable you to provide apersonalized experience for customers who come toyour website?
    4. 4. “The More MobileDevices You Have, theMore Valuable MobileContent Becomes”
    5. 5. Seamless
    6. 6. “Consumers put a strongvalue on being able toconsume media on devicesdependent on their situationor context”David R. Dean, BCG
    7. 7. The New Multi-Screen World, Google/Ipsos/Sterling, US, Aug 2012
    8. 8. Where do they use mobile?62% at home33% public transport31% at office
    9. 9. What trigger them to use mobile?47% boredom during travel44% find info during travel35% quicker access31% when receiving e-mailoffer
    10. 10. Marketers depend on data for just 11%of all customer-related decisionsStop guessing what the mobile users wants
    11. 11. Stop duplicating content
    12. 12. Get your content ready to go anywherebecause it’s going to go everywhere
    13. 13. “Responsive web designonly optimizes contentfor different screen sizes,not the customer”
    14. 14. Think Context
    15. 15. Mobile and location drive context
    16. 16. “Context - the sum totalof what is known aboutan individual along withwhat he or she iscurrently experiencing”Julie A. Ask, Forrester
    17. 17. Your next pair of glasses?
    18. 18. Today’s channelistomorrow’s context
    19. 19. Create engagementManage experienceContext awarenessTake advantage of data
    20. 20. Customer ExperiencesDeliverAnalyzeCreateOptimize
    21. 21. CreateExperiencesContent lies at the heart of all marketing.
    22. 22. Create ContentReuseTouchpointpreviewContent Products CustomersContextrulesBehavior
    23. 23. Touchpointpreview
    24. 24. Touchpointpreview
    25. 25. Reuse
    26. 26. Contextrules
    27. 27. DeliverExperiencesScreens, channels and touchpoints. Did someone saycontext is king?
    28. 28. DeliverScreenagnosticCreateAdaptiveReuseTouchpointpreviewContent Products CustomersContexttargetedContextrulesBehavior
    29. 29. Screenagnostic
    30. 30. Adaptive
    31. 31. Contexttargeted
    32. 32. Contexttargeted
    33. 33. Contexttargeted
    34. 34. AnalyzeExperiencesCurated insights make you stop guessing.
    35. 35. Web Social Mail AppsDeliverScreenagnosticCreateAdaptiveReuseTouchpointpreviewContent Products CustomersContexttargetedContextrulesOverviewContextdetailsEngage-mentBehavior
    36. 36. Overview
    37. 37. Contextdetails
    38. 38. Engage-ment
    39. 39. OptimizeExperiencesTaking advantage of data and counting conversions.
    40. 40. Web Social Mail AppsDeliverOptimizeChannelagnosticCreateAdaptiveReuseTouchpointpreviewSEOA/B testMVTContent Products CustomersSelfoptimizedContexttargetedContextrulesGoal ConversionEngage-mentBehavior
    41. 41. SEO
    42. 42. A/B Test
    43. 43. Selfoptimized
    44. 44. EPiServer Stand E5030Peter