70% of marketers are not confident of their ability to deliver against their multichannel strategy. Are you one of them? Our latest research suggests that marketers are still struggling to react to new channels, devices and data with their current technology capability. View these slides to find out what are the top 5 challenges and how to beat them by integrating your website and marketing automation.

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© 2015 International Business Machines Corporation
The State of Multichannel
Marketing
Digital Doughnut Research
@episerver
David Bowen
Director, Product Management for Commerce

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• Effective cross-channel marketing can help you drive
effective customer experiences that deliver ROI
• Useful insights about how businesses are integrating
their marketing channels
• An understanding of how your organisation compares
http://bit.ly/EPiDD

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Key Findings
Target Customers Require Technical
Involvement
Challenges to React to
New Channels
Experiences Causing
Abandonment

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• The capability to integrate third party applications to help leverage customer
data
• The capacity to identify visitors when they are most likely to buy
• The ability to boost conversion rates
• 61% of businesses don’t have the ability to recognise where a customer is
in their journey, and then know where to take them next
• 27% of marketers lacked confidence in their ability to deliver the right
message at the right time to the right prospect or customer
Issues in Delivering Effective Multi-channel Experiences

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• Only 27% of companies were highly confident in their ability
to track the channels their customers are coming from
• No discernable difference in the challenges faced by
marketers who work in SME’s or large enterprises, or
across different business sectors.

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• When it comes to marketing-driven technology decisions:
• 49% are being made within the marketing department
• 42% are jointly made between IT and Marketing
• Once purchased, in 80% of cases the ownership of
marketing technology lies within businesses’ marketing
departments
• However 49% need to involve IT to make changes

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• Multichannel marketers seek to combine inbound marketing techniques with
their traditional, outbound approach. Fusing the two together can result in a
two-way, mutual interaction that yields results for both company and customer.
Gartner View

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• Customers experience a
single type of touch-point
• Retailers have a single type of
touch-point
Single-Channel – The Legacy

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• Customer sees multiple
touch-points acting
independently
• Retailers’ channel knowledge
and operations exist in
technical and functional silos
Multi-Channel – The Reality

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• Customer sees multiple
touch-points as part of the
same brand
• Retailers have a ‘single view
of customers’ but operate in
functional silos
Cross-Channel – The Aspiration

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• Customers experience a
brand not a channel within a
brand
• Retailers leverage their ‘single
view of the customer’ in
coordinated and strategic
ways
Omni-Channel – The Nirvana

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• The more information available, the more the shopper seeks
• They bounce back and forth at their own speed in a multichannel marketplace
• They switch devices to suit their needs at any given moment
• They search; go off to look at reviews, ratings, styles and prices; and then
search again
• They see ads on TV and in newspapers and online
• They walk into local stores to look at products
• They talk to friends, over the back fence and on social media
ZMOT – Winning The Zero Moment Of Truth

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Dynamic Customer Journey
Source: Altimeter

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Challenges Affecting your Ability to Deliver a Seamless and
Unified Customer Experience

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Channels B2C Customers Prefer

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Just like search was a decade ago and social was five years ago, content
marketing is the next digital media revolution. (Forbes magazine)
Content Conundrum

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• B2C or Both (B2C and B2B) – Social first, articles on products and services
• B2B – Articles first, social second
• Different types of content
– B2C – 6
– Both – 7
– B2B – 14
Content Production
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Content Being Produced

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• Choose – Right Content Management
• Connect – Digital ecosystem
• Personalise – Right CMS and ecosystem
Conclusions

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• Restructure – Also upskill
• Appoint – Marketing Technologist
Conclusions

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Create Seamless Experiences
Get
engaged
Connect
Be
visible
Become
trusted Convert
Stay
loyal
Get
fulfilled
Be served

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mobilesocial
email
search Commerce
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Create Seamless Experiences
Get
engaged
Connect
Be
visible
Become
trusted Convert
Stay
loyal
Get
fulfilled
Be served

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Content & Commerce Integration Approaches
Standalone
CXM
Captive Connected Integrated
Independent
Implementations
Comm
erce
CXM
Comm
erce
Built onto
Existing Application
CXM
Comm
erce
Data Exchange
Between Systems
Fully Integrated
With Platform
CXM
&
Comm
erce

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Customer Study
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Experience Technology Partner

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Market Positioning

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Transformation Stages

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Previous Website Experience

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Roadmap Objectives

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1 - Strategic Readiness
Core - Aligning business objectives with digital strategy
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Strategic Planning Process
• Collect all existing consumer/user
research, including segmentation
and persona studies
• Conduct internal discussions to
ensure that key information is
available regarding key segments
(demographics, psychographics)
Segments
• Define customer journey stages
• Identify key segments and
characteristics
• Select top 3-5 segments or
personas to focus on and map
their journey stages
Journey
Identify key information for
customer journey stages of key
segments:
• User Intent
• Goals/CTAs
• Content
Content

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Key Segment / Persona Worksheet
Segment / Persona Demographics Psychographics Key Customer
Goals/Intent
Products/Services
Desired
Mixer/Sound
Designer
• 35-50 years old
• 10-20+ years in
industry
• Average salary:
$100k+
• Interested in
consolidating
products
• Focus on cutting
edge yet simplistic
• Efficiency is
important
• Compare products
• Product details
• Reviews
• Testimonials
• Iris 2 (Synthesizer)
• Mix & Master
bundles
• Stutter Edit
• iDrum
Hopeful Singer/Artist • 22-35 years old
• New to industry
(5-8years
experience)
• Average salary:
$50k+
• Using mobile to
educate self in
free time
• Focused on ease-
of-use
• How-to guides
and education
resources
• Community
• Nectar Elements
• Nectar 2 (vocal
production)
• Free add-ons

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Persona 1: Pro

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Persona 2: Hobbyist

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Persona 3: Music

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Persona 4: Pro

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Persona 5: Retailer

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User Journey Phase
Research Consideration Purchase Advocate

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Key Segment / Persona Worksheet
Segment: Sound Designer Research Consideration Purchase Advocate
Customer Intent • Learn more about the
products, bundling and
use of product from
• Exploring prices and
comparing products to
make sure there’s no
duplication of products
already owned
• Purchase product or
product bundle to add
to studio
• Stay up-to-date with
new products, product
enhancements
• Enhance personal
creativity
CTAs / Goals • Learn More (about
bundles)
• Goal: site exploration
and general content
consumption
• Learn More
• Try for Free
• Get the Guide
• Buy Now • Stay Connected
• Log In
• Social Connect
Persuasive Content • Product specs
• Testimonials
• Sound Designer Artist
profiles
• Product detail pages
• Product reviews
• Sound Designer Artists
profiles
• Try for Free (trials)
• Artists reinforcement
• Buy CTSs
• Cart reminders
• Newsletter
• Community
• Support Information
• Free Guides
• Latest News

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• Product Exploration
Experience
• Try or Buy
Conversion Strategy
• Video & Rich Media
Content Strategy
New Website Experience
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Persona Personalisation

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Campaign-based Personalization

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• Product-based
Website
Personalization
• Product-centric
Email Marketing
Automation
• Social and Display
Product
Retargeting
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2 – Technical Readiness
Selecting and implementing the right technology
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Selecting the Right Technology

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• Tying together content
management (CMS) with
customer intelligence empowers
marketers to drive real one-on-
one engagement with users at
every touch point with a full suite
of digital marketing tools.
Connecting the Experience Trough CXM
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EPiServer Engagement Lifecycles
QUICK WINS
• Core workshop and roadmap
• Goal identification and analytics
• Basic personalization/testing
AUTOMATION
• Segmentation and targeting
workshop
• Self optimization planning
• Visitor group build out
360o View
• Technical planning workshop
• Social planning
• CRM and back-office

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3 – Operational Readiness
Staffing and training the resources who will execute the strategy
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• Digital marketers are responsible for monitoring engagement analytics,
optimizing and evolving customer engagement, and socializing results
internally to gain buy-in and garner feedback.
• Content Marketing
• Demand Generation
• Lead Optimization
• Engagement Automation
• Social
Digital Marketing Skills
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58. CMS
Editing & Workflow
Forms & Taxonomy
Intelligent Content
Responsive Design
Visual Page & Site Creation
Rule-based Personalization
A/B & Multivariate Testing
Web Analytics
Digital Commerce
Multi-market, Multi-brand
Pricing & Fast Promotions
Multi-category Merchandising
Responsive & Adaptive
Omni-channel Fulfillment
Social Commerce
Product Catalog
Behavioral Analytics
Platform
Digital Experience Hub, DXH™
Plug & Play Adaptors
Extensive Connector Library
EPiServer ESYNC™
Multisite & Globalization
Agile, Iterative Delivery
Elastic Scalability
Digital Marketing
Search Engine Optimization
Self-optimized Landing Pages
Email Marketing
Facebook, LinkedIn, Twitter
Channel Optimization
Persona Management
Quick Campaigns
Conversion Analytics
EPiServer Digital Experience Cloud™ 57
Guided, Optimized, Personalized Engagement
Rich, Compelling, Contextualized Content

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Our Company by the Numbers
30,000
websites powered
globally
340
employees across
15 offices
280,000
web editors worldwide
8,800
customers served
in 30 countries
$200M
commerce transactions
per year at largest
customers
880
partners carrying
our brands
33,000
members in our
developer community
100%
focused on digital
experience

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