Content Management & Web Analytics Theatre; Becoming a revenue centric digital marketer
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Transcript of Content Management & Web Analytics Theatre; Becoming a revenue centric digital marketer
Connect Content to Revenue
Becoming a Revenue Centric Digital Marketer
#ektron
Adam SmithDirector, Product Marketing
[email protected]@DrDesmo
Agenda
1. The case for becoming a revenue centric digital marketer
2. Five steps to connect content to revenue
3. About Ektron
4. Resources and next steps
5. Questions
Why Connect Content to Revenue?
1. Current worldwide economic environment demands revenue growth
2. Marketing leaders being held accountable for revenue
Revenue is the top Marketing Priority
0% 20% 40% 60% 80%
74%
42%
40%
34%
30%
25%
20%
17%
12%
6%
2%
Acquiring new customers
Increasing market share
Improving customer retention
Supporting sales
Improving the customer experience
Preparing for growth
Increasing customer share of wallet
Improving brand loyalty
More online marketing activities
Implementing marketing IT systems
Other
Q:From among the following, what do you expect your organization's top three marketing priorities to be?
Sum of mean percentages of top threeSource Gartner
Achieve Business OutcomesTo Build Revenue a measurable activity
that has a quantifiable impact on revenue
Exercise:Identify the business outcomes that move the needle for your company
How to Connect Content to Revenue
ContentWebsites, landing pages, microsites
Web C
on
tent
Managem
en
t
Deplo
y
Web Content Managementfor Digital Marketers
How to Connect Content to Revenue
ContextBehavior, device, social graphs, environment, location
ContentWebsites, landing pages, microsites
• Content is King
If Content is King. Context is Queen.
Product interest Visit patterns Previous purchases Campaign
responses
Site Behavior
Location Time zone Device type Browser
Environment
Referring domain Search keyword Traffic type
Source
Salesforce Dynamics
CRM
Context
Twitter Facebook LinkedIn Google
Social Graph
Where does context come from?
How to Connect Content to Revenue
ContextBehavior, device, social graphs, environment, location
ContentWebsites, landing pages, microsites
ExperienceWebsites, mobile devices, communities, landing pages, email
Customer journeys happen across channels
Delivering Cross Touchpoint Customer Experiences Drives Need For New Capability
August 2011 “Harnessing The Convergence Of Customer Experience Management Solutions”
How to Connect Content to Revenue
ContextBehavior, device, social graphs, environment, location
OptimizationSEO, personalization, conversion rate optimization
ContentWebsites, landing pages, microsites
ExperienceWebsites, mobile devices, communities, landing pages, email
Personalization isn’t happening
Example: Flights to London
Where’s London?
Where’s Boston?
Useless promotion
Relevant imagery
Pre-selected Boston origination
Pre-selected London destination
■A|B Testing■Test Broader Page Concepts■“Low Hanging Fruit”■Lower Traffic Requirements■Difficult to Control External Factors
■Multivariate Testing■More Learning■More Complexity, Planning, Traffic
Types of Conversion Rate Optimization
Which Test Won?
A) Delivered 18% more purchases
A B
Source: whichtestwon.com
\
“Continuous improvement is better than delayed perfection”
– Mark Twain
How to Connect Content to Revenue
ContextBehavior, device, social graphs, environment, location
Business OutcomeSale, Page View, Member, Lead, Admission, Donation
Loyalty, Awareness, Reputation, Advocacy
OptimizationSearch engine optimization, personalization, conversion
optimization
ContentWebsites, landing pages, microsites
ExperienceWebsites, mobile devices, communities, email
Lead generation at Lloyds TSB
■Full range of banking and financial services
■5th largest bank in Europe
■Results:■90% increase in visitors■150% increase in leads■30% increase in visitor
to registered lead conversion rate
Ad revenue & engagement at NASDAQ
■Largest U.S. electronic stock market5
■Results:■Grew community
by 3000%■Tripled ad revenue
Revenue growth at Valassis
■Leading Media & Marketing Services Company
■Results:■Decreased
publishing time by 30%
■Doubled conversion rates on key CTAs
About Ektron
■ Founded in 1998
■ Headquarters in Nashua, NH■ - Worldwide Offices in Australia, Canada and the United
Kingdom■ - Regional Offices in Denver, Richmond and San Francisco
■ 270+ Employees
■ Over 3,000 customers and 12,000 sites including The Home Depot, Kodak, Microsoft, and NASDAQ
Ektron empowers organizations to fully realize their digital marketingpotential by connecting content to revenue
MissionEmpower Marketers to Connect Content to Revenue
Provide the most scalable, extensible, mobile, partner friendly, .NET WCM platform for the Enterprise
Create vibrant social communities for employees and customers.
Deliver a seamless, social, cross-channel shopping experience
Empower marketers to create contextually relevant customer experiences
Resources + Next Steps■Slides available at http://slideshare.net/ektron
■Webinar recording available shortly on http://ektron.com
■Suggested reading - http://whichtestwon.com
■Follow @ektron & @DrDesmo on Twitter
■We have an eBook available for attendees – stop by our booth to register (right outside!)
■Sign up for a personalized demonstration at http://ektron.com
Summary■ Marketing must be viewed as a profit
center, not a cost center
■ Connecting Content to Revenue requires:■ A strong platform for managing content
■ Context for understanding
■ The ability to deliver experiences across all digital channels
■ Processes for ongoing optimization
■ The ability to tie content to the business outcomes that move the needle for your business
Questions?
Continue the conversation at #ektron