Mastering the customer engagement ecosystem with CQ5
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Transcript of Mastering the customer engagement ecosystem with CQ5
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
FacebookYoutube Call Centers
TV
Radio
SEO
SEM
MySpace
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
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
