Mastering the Customer Engagement Ecosystem with CQ5Lars Trieloff, Product Manager

I’m sure you have seen the headlines

Other authorities have weighted in

“The internet is completely over”

— Prince, 2010

Is it 2001 again?

Certainly not.

But what happened?

Single Channel

Single Channel(long ago)

Multi Channel(anno 2001)

Micro Channelright now

POS

Stores

Website

Mobile

Catalog

Direct Mail

Blogs

RSS

Twitter

FacebookYoutube Call Centers

TV

Radio

SEO

SEM

MySpace

E-Mail

Apps

Communities

Web-centric Micro Channels

Website, Blogs, RSS, Twitter, SEO,

Facebook, Youtube, MySpace, Mobile,

SEM

But what about the rest?

Stores & POS

Stores & POS

Stores & POS

Mobile & Apps

Mobile & Apps(next session)

TV & Radio

TV & Radio

Catalogs, Direct Mail & Email

Catalogs, Direct Mail & Email(this session)

But first:

What is theCustomer

EngagementEcosystem?

Acquisition

Convers

ionR

ete

ntion

Successful Customer Engagement means:

Create Value

Create Value

Build Relationships

Create Value

Design Experiences

Build Relationships

Channels = Audiences ! Technologies

Boomers Generation X Millennials Outside US

Web Web Team Web Team Social Media Team Local Team

Print Catalog Team Direct Mail Team

Mobile Mobile Team Mobile Team Mobile Team

Social Social Media Team Social Media Team

(fragmented teams)

Channels = Audiences ! Technologies

Boomers Generation X Millennials Outside US

Web Web Team Web Team Social Media Team Local Team

Print Catalog Team Direct Mail Team

Mobile Mobile Team Mobile Team Mobile Team

Social Social Media Team Social Media Team

(fragmented messages)

Customers and Marketers: Lost in the wilderness

our offer: a plan & a map

Identify your customer

Identify your customer

Build the experience

Identify your customer

Speak with one voice

Build the experience

Speaking with one voice

! Take control of your marketing technology

! Create content in one place

! Deliver through the main channel

Images

Audio

Web to Print

Asset-centric

applications

MultisiteManagement

Creative workflowsupport

Metadata

Forms

Search

Video

Tagging

E-Commerce

Ad Servers

PayWalls

CRM

Landing Pages

CampaignPlanning

Segmentation

Optimization

Mobile

Analytics

Feeds

Targeting LeadNurturing

LeadScoring

Profiles

Activities Blogs

Forums

NewsletterFacebook

Twitter

LoyaltyPrograms

SEO

Calendaring

Task Management

Wikis

Gadgets

Groups

Chat

Digital Asset Management

Web Content Management

E-Commerce & Monetization

Social Collaboration

Marketing Campaign Management

Marketing Resource Management

The web is more relevant than ever