Post on 08-May-2015
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BREAKING THROUGH THE TOP 5 BARRIERSTO
WORLD-CLASS DIGITAL MARKETING
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Slides on Industry Acceleration and Users Owning Marketing
� TBD
Marketing Overload
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WCM to Cross-Channel Digital Marketing
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What is Digital Marketing?
� Integrated Platform
� Content Management
� Cross-Channel:Email, Web, Social Media, and Print
� Capture Individual User Data
� Rule-Based and Predictive Personalization
� Engagement Automation – Online and Offline
� Engagement Analytics withBusiness Intelligence
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Change Now or Be TrampledLose Competitive Advantage
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Who Is Sitecore?
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Sitecore Overview
� Recognized Leadership• Gartner Magic Quadrant
� Customers• 13 Global Offices
• Over 3,000 customers
• Over 8,000 certified developers
• Over 1,000 partners
� Financial• 40% YOY Growth 4 Years
� People Process Technology• Consulting
• Move Up the Digital Marketing Curve
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Over 30,000 Sites Rely on Sitecore
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Where Are You Now in the Revolution?
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Online Digital Maturity Assessment
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In Depth Assessment
� xxx
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Customer Experience Maturity AssessmentPurpose of the Assessment
� Where is your organization today?
• Technical
• Digital Marketing
� Where do you want to be?
� When?
� How can you get there?
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Customer Experience Maturity Assessment
Align
• Strengthen business case by
using Engagement Values to
measure digital goals that drive
strategic/marketing objectives.
• Harvest low-hanging fruit such
as rules-based personalization.
• Use A/B testing on key
conversion pages and CTA.
• Optimize customer touch points
using EV analytics.
• Begin planning how to unify
customer data in a single
repository.
• Where do you need resources?
Acquisition, analytics, channel?
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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Association
Consumer Goods
eCommerce
Education
Entertainment
Financial
Government
Healthcare
Manufactoring
Non-profit
Service
Technology
Travel
Initiate
Radiate
Align
Optimize
Nurture
Engage
Lifetime Customers
Most Organizations at Initiate or Radiate
Results from Over 500 Organizations
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Stages Needed for Digital Marketing Maturity
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Online Digital Maturity Assessment
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5 Barriers to Digital Marketing Maturity
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Top 5 Barriers to Digital Marketing
� Lacking a Model of Understanding• What to do? How to improve?
• New strategy and tactics?
� Restricted Budget• Not enough money
• Not enough people
� Pressure for Short Term Gains• Tie to Bus Strategy
• Low Hanging Fruit
• Inspiration, Vision, and Low Hanging Fruit
� Lacking Resources• Get old and new done
• Shortage of staff
• Exponential increase of content with personalization and automation
� Managing Change• Silo marketing to Cross-channel
• People change
• Organization Change
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Barrier – Lack a Process or Model of Understanding
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Fear of the Unknown
� What do we do?
� In what order?
� What is our strategy?
� What are our tactics?
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Fear of the Unknown
� People
• How Do We Change our Organization?
• Where Do We Get New Skills?
� Processes - Marketing
• How to Improve Marketing?
• How to Tie Digital Marketing to Business Objectives?
• How to Analyze Cross-Channel Marketing?
• What Order of Implementation?
• How to Build an Effective Cross-Channel Portfolio?
� Technology
• Can we Migrate Legacy Systems?
• What Technology to Use for Cross-Channel Integration?
• What is Our Implementation Plan?
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Process Solutions
� Use a Proven Process; Don’t Be a Pioneer (arrows in back)
� Use a Vendor or Agency with Experience
in Digital Marketing Strategy
• It’s not technology – It’s People, Process, and Technology
• Start from Business Objectives, not from Marketing or Technology
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Scoping Workshop
Engagement Values
Workshop
Simple Engagement
Workshop
Creating User Journeys
Insights & Recommendation
follow-up
Optimization Workshop
Configuring Profiling & Predictive
Personalization
Profiling & Predictive
Personalization Workshop
Engagement Automation Workshop
Email Campaigning
Workshop
Use a Vendor or Agency with Knowledge
Sitecore Business Optimization Services
(SBOS) Workshops
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Process
Preparation and Implementation1. Prepare the Vision2. Identify Business and Marketing Objectives3. Define 3 – 5 Persona4. Identify Visitor Journey5. Define Digital Marketing Goals6. Create Architecture and UX7. Map Digital Goals to Marketing Objectives8. Create Digital Relevancy (Content) Map9. Train on System10. Implement System 11. Create and Enter Engagement Value Scale12. Define Cross-Channel Portfolio13. Optimize with A/B and MV Testing14. Define Key Fingerprints15. Capture Low-Hanging Fruit
(Rules-based Personalization)16. Predictive Personalization17. Incorporate Marketing Automation
Sponsorship1. Create a Captivating Vision2. Find a Sponsor3. Identify Business and Marketing
Objectives4. Prepare the Business Case5. Sell the Now and the Future6. Gain Executive Team Buy-In7. Grab Intermediate Wins8. Celebrate Intermediate Wins9. Gain More Buy-In and Sponsors10. Stay Transparent
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Barrier – Restricted Budget
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Problem - Restricted Budget
� Not Enough Money
� Not Enough People
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Solutions – Restricted Budget
� Visualize the Negative Impact
• Becoming Irrelevant to Prospects
• Losing Competitive Marketing Advantage
� Build the Business Cases
� Map Digital Marketing to Business Objectives
� Map the Implementation and Org Dev Plans
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Business Cases
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“During the easyJet January Sale,easyJet’s biggest to date, our
personalised homepage was
helping fill two planes every minute”
easyJet, Head of CRM
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60% Increase New Member Acquisition
48% Transactions Completed Online
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Map Drivers to Business Objectives
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Drive Organizational Success with Digital Marketing Goals
Digital Goal
Marketing Objective
Strategic Objective
Strategic Theme Raving Fans
Increase Reach
Grow New Organic
???
Increase Sharing
???
Increase Loyalty
Increase Engagement
???
Identify Segments
???
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Brainstorm Digital Goals and Engagement Values that Drive Objectives
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Map Changes Required
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Create a Roadmap
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Let them Hear the Elephants Coming!
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Change Now or Be TrampledLose Competitive Advantage
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Barrier – Pressure for Short Term Gain
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Problem – Pressure for Short Term Gain
� Fear of High Risk
� Need for Short Term Gain
� Lack of Clear Vision
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Solutions – Pressure for Short Term Gain
� Visualize the Future
� Make the Implementation and Metrics Maps Visible
� Measure the Effect of Digital Goals on Marketing Objectives
� Optimize with A/B, MV, Value/Visit, MoM
� Capture Quick Wins with Low-Hanging Fruit
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Emphasize how Digital Marketing Drives Business Objectives
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Drive Organizational Success with Digital Marketing Goals
Digital Goal
Marketing Objective
Strategic Objective
Strategic Theme Raving Fans
Increase Reach
Grow New Organic
???
Increase Sharing
???
Increase Loyalty
Increase Engagement
???
Identify Segments
???
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Capture Quick Wins with Low-Hanging Fruit
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Rules-Based Personalization The Digital Fingerprint
Keywords
Country
Region
City
Device
OS
Referral
Campaign
IP adress
IP Owner
Visitor identification
Language
Day
Time
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Rules-Based Personalization The Digital Fingerprint
Keywords
Country
Region
City
Device
OS
Referral
Campaign
IP adress
IP Owner
Visitor identification
Language
Day
Time
There’s a Glow and
Grace Period after Quick Wins
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Example – Rules Based Personalization
� Sitecore customer – New World Safaris
� Uses several niche sites to drive traffic to main site
� Employs personalization across niche sites to main site
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Default
image on
home page
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Key word
search
Nice! Number one
organic result!
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Home page for
World Primate
Safaris
When visitor goes
here…
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Hero image
personalized for
primate
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Barrier – Limited Resources
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Barrier - Limited Resources
� Not Enough People; Not Enough Time
• Do old job and transition to new
� Increased Content with Personalization and Automation
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Solutions - Limited Resources
� Focused Personalization
• Focus on Personalizing Key Website Locations
� Focused Content
• Leverage Star Content – Marketing Optimization Matrix
• Digital Relevancy Map
• Focus on Content-Psychological Leverage Points in Visitor Journey
� Focus on Retention; Less on Acquisition
• Eliminate “Random Acts of Marketing”
• 5 to 7 Times More Work to Acquire
• Retention, Upsell, Cross-sell
• Focus on Content-Psychological Leverage Points in Visitor Journey
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Lorem Ipsum Lorem IpsumLorem Ipsum Lorem Ipsum
Spot 2Lorem Ipsum Lorem IpsumLorem Ipsum Lorem IpsumLorem Ipsum Lorem IpsumLorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem IpsumLorem Ipsum Lorem Ipsum
Personalization Spots on Pages
Which content is most relevant according to visitor intent?
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Segment Characteristics Intent, Call to Action
Policy
Makers/Staff
• Highly educated
• Infoglut overload
• Short on time
• Research
• Facts and quotes to support agenda
• CTA: General Registration
• CTA: Topic Alerts with detailed reg.
Media
Members
• Active on social media
• Changeable focus
• Know experts
• Short on time
• Search driven
• Trending topics
• Visits events
• CTA: Register for Social
• CTA: Share content
• CTA: Register to contact expert,
scholar
Staff NGO/Adv • Topical passion
• Focused
• Willing to engage
• Topic driven
• Single focus
• Reads newsletter, event listings
• CTA: Downloads reports
• CTA: Register for focused events
• CTA: Register for newsletter
Persona or Visitor Segmentation
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Digital Relevancy Map
� Map Visitor Journey for Target Persona
� Identify
• Intent (how is it revealed, using the Digital Fingerprint)
• Persuasive content
• Call to Action
• Prioritize
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Stop “Random Acts of Marketing”Know the Needs and Psychological Triggers
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Barrier – Organizational Change
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Barrier – Organizational Change
� Moving from Silo Marketing to Cross-channel
� Changing People, Skills, and Thought Patterns
• FUD
� Changing Marketing Culture and Processes
• Inertia in “How we used to do it!”
• Uncertainty in New Skills
• Fear of Risk
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Solutions – Organizational Change
� Hire an Organizational Dynamics Consultant Familiar
with Technical Change
� Communicate a Transparent Implementation Process
• Start with CxO Giving the Message - “Critical to Success”
• Continually Transmit the Vision
• Publicize the Change Model and Plan
• Display Implementation Maps
• Squash Rumors
• Communicate Status to All at Meetings
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Solutions - Organizational Change
� Motivate Management
• Business Cases
• Show Digital Marketing that Drives Business Objectives
• ERP for Marketing – Transformed Mfgr in 1990s
� Motivate the Individuals
• Easier and Better Job
• Improved Career Skills
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Solutions - Organizational Change
� Organizational Change
• Our Iceberg is Melting
- Catastrophic Change Needed Now
- “Our Iceberg is Melting”, John Kotter
• Trapeze – Fire on old side, Net in middle, Safety on the new side
- Make it Difficult to Stay on the Old Side
- Make it Safer to Move to the New Side
- Warnings, Training, Mentors, Bonuses
• Frog in Water – Gradual Transformation
- Make Change Gradually So No One Notices
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Call to Action
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Call to Action
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www.sitecore.net/GetOptimized
Stages Needed for Digital Marketing Maturity
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Self-Assessment
http://www.sitecore.net/cxmaturitymodel