The Next Marketing Era: Marketing's Digital Command Center
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Transcript of The Next Marketing Era: Marketing's Digital Command Center
CONFIDENTIAL
The Next Marketing Era: Marketing's Digital Command Center
Introducing Sitefinity Version 8.0March 17th 2015
CONFIDENTIAL
Today’s SpeakersTed Schadler, VP and Principal AnalystForrester ResearchTed serves Application Development & Delivery Professionals. He has 27 years of experience in the technology industry, focusing on the effects of disruptive technologies on people and on businesses. His current research agenda analyzes the expanding role of content and content delivery in a mobile-first, digital-always world, including the effects on web content management and digital experience delivery platforms.
Martin Kirov, VP of Product Management and Marketing Sitefinity, Telerik, A Progress CompanyMartin has led the development and growth of this division, since inception and is the architect behind its multinational sales and marketing. Kirov established and continues to oversee the division’s rapid global growth including leading all Telerik Sitefinity business teams and is actively involved in tailoring the Sitefinity product and service offering to meet the evolving needs of the digital marketing marketplace.
Tim Ahlenius, Director of Experience MarketingAmericaneagle.com Tim couples practical, strategic thinking with years of real-world management and technical skills. For over 15 years, he has been involved in building, designing, and executing websites for high-profile customers such as Stuart Weitzman, Club 21 Global, Beretta, Erehwon Mountain Outfitters, and USTA. From marketing to design and user interface layouts, Tim has worked on numerous strategy projects, helping guide clients into the next steps for their website and online marketing needs with the support of valuable metrics, gleaned from analytics analysis, SEO analysis, competitive analysis, mobile and social engagement statistics.
CONFIDENTIAL
Agenda
• The Age of the Customer – Ted Schadler• The New CMS Requirements – Tim Ahlenius• Introduction to Sitefinity V8 – Martin Kirov• Demonstration – Svetla Yankova
Master The Critical Role Of Context In Great Customer Experiences
Ted SchadlerCoauthor of The Mobile Mind Shift
@TedSchadler
© 2014 Forrester Research, Inc. Reproduction Prohibited 5
We live in the age of the customer
© 2014 Forrester Research, Inc. Reproduction Prohibited 6
74% of global business and technology decision-makers assert that improving customers’ experience is a critical or high business priority.
Source: Forrester’s Business Technographics® Global Priorities And Journey Survey, 2014
24% Rank it as the most important initiative in the next 12 months.
© 2014 Forrester Research, Inc. Reproduction Prohibited 7
Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report
And that means on every step of a customer’s journey
© 2014 Forrester Research, Inc. Reproduction Prohibited 8
-40%
-20%
0%
20%
40%
60%43%
14%
-34%
Forrester’s Customer Experience Index mapped to S&P performance over the past five years
Leaders pulled ahead by 20% in
2013 alone.
High-scoring customer experience companies far outperform their peers
© 2014 Forrester Research, Inc. Reproduction Prohibited 9
What changes in the age of the customer?› Customer expectations change
• Mobile-first and multi-touchpoint
• Contextual to me and my situation
› Urgency changes
• Digital affects all channels
• Executives tune in and care
› Technology changes
• New digital experience delivery platforms
• New stakeholders and budgets
› Delivery changes
• Responsive based on context
• Consistent across the lifecycle
© 2014 Forrester Research, Inc. Reproduction Prohibited 10
Gen Z (18-25) Gen Y (26-34) Gen X (35-48) Younger Boomers (49-58)
Older Boomers (59-69)
Golden Generation (70 and older)
0%
10%
20%
30%
40%
50%
60%
70%
80%
54% 55%48%
35%32%
37%
73% 70%
58%
46%43% 41%
Percent that agree or strongly agree with the statement
I expect companies to have a mobile app
I am more likely to return to a website in the future if it is mobile-friendly
The demand for mobile apps and sites is generational
Source: Business Technographics Global Telecom And Mobility Workforce Survey, 2015
23% expect their experience to change based on location.
© 2014 Forrester Research, Inc. Reproduction Prohibited 11
The mobile mind shift is the expectation that I can get what I want in my immediate context
and moments of need.
Image source: Associated Press (AP.org), photo by Michael Sohn
© 2014 Forrester Research, Inc. Reproduction Prohibited 12
Social profile History
Location
Preferences
Channel
Context defined: the sum total of everything we know about a
customer based on her behavior, history, and what she has shared
Behavior Device
© 2014 Forrester Research, Inc. Reproduction Prohibited 13
Context in action
© 2014 Forrester Research, Inc. Reproduction Prohibited 14
Context is the new remit. But how do you take
advantage of it?
© 2014 Forrester Research, Inc. Reproduction Prohibited 15
Transaction integrationInventory integrationLive chatLoyalty application
How to guidesHow to videosCustomer portalsPartner portals
Product contentVideo contentRatings and reviewsTargetingFaceted searchProduct configuratorsShopping toolsRecommendation engine
Customer reviews and storiesCustomer communicationsSocial media interactionsLoyalty application
Educational contentService request formsSelf-service portalsEmployee portalsLive chatCommunities
Marketing contentUser-generated contentSearch engine optimizationMicrosites and landing pagesDigital marketing: email, mobile, social
These capabilities support every step: Content authoring and management Mobile web and mobile apps Digital asset management Analytics Customer data and segmentation
Key: WCM-hosted WCM-supported
Plot context on every step of the lifecycle
© 2014 Forrester Research, Inc. Reproduction Prohibited 16
Implement a digital experience delivery platform
© 2014 Forrester Research, Inc. Reproduction Prohibited 17
Source: Forrester Research, Digital Experience Delivery Online Survey, 2015
Tap into marketing and business budgets
IT36%
Marketing30%
Business30%
Other4%
“What percentage of the technology and services budget for customer-facing web and mobile initiatives do these groups own?”
Base: 135 digital customer experience decision-makers
Master contextual experience delivery
• Determine your brand’s North star.• Identify your unique interaction cycle in support of that.
Define your strategy1
• Reconceive the role of content to provide utility.• Embrace iterative and agile approaches.
Reorganize your processes2
• Take inventory of your existing technology assets.• Identify technologies needed to build the experiences.
Assemble your digital experience technology3
• Use big data technologies to get predictive.• Compress the insights-to-execution process.
Accelerate innovation with analytics4
Thank youTed Schadler
blogs.forrester.com/ted_schadler
@tedschadler
CONFIDENTIAL
The New CMS RequirementsTim Ahlenius, Director of Experience MarketingAmericanEagle.com
Challenges for Digital Marketers
• Marketers need to create a unique personalized digital experiences requiring a responsive CMS
• Big data cannot mean big effort• Organizations need advanced digital marketing
features, but they are often the hardest to use• Technology has to continually learn and
recommend options
Real Word Examples of the Sitefinity Digital Experience Cloud
• The Publisher• Focused on segmentation and personalized content to drive
unique experiences for schools, library and individuals• Increased optimizations for subscription sign-ups and initial leads• More effective targeting of their vast amount of reference material
• The Association• Target content to both their members and general public• Understand content consumption per segment
CONFIDENTIAL
Introducing Sitefinity Digital Experience Cloud
Martin KirovVP Product Management & Product Marketing
Organizational Silos
Social Media Team
Twitter followers, retweets
etc.
Demand Generation
Team
Inquiries, Whitepaper downloads
Sales Team Calls, Meetings
Content Marketing
Team
Blog visits, comments
etc.
Who owns the entire Customer journey?
Functional Challenges
Digital Marketing Today The Future of Digital Marketing
• Customer Engagement data stored in various disconnected systems
• A lot of customer data is hard or impossible/too time consuming to analyze
• Adapting the experience to customer behavior is challenging
• Predicting marketing results and proving the effectiveness of campaigns is hard and inaccurate
Aggregate - customer engagement data from all channels and all systems is stored in one central place
Analyze – apply machine learning to identify behavior patters and provide data-driven insights and recommendations
Engage – optimize the experience of each customer across channels
Measure - ROI from marketing campaigns can be proven.
Introducing Sitefinity Digital Experience Cloud
The Digital Marketing Cloud Platform for tracking analyzing and shaping every step of the customer journey
Digital Experience Cloud
CRM• Salesforce• MS Dynamics• Other
Website• Sitefinity• Non-Sitefinity
Websites
Social Media• Facebook• Twitter• LinkedIn
Marketing Automation
• Marketo• Eloqua• HubSpot
Custom• Relational Databases• Excel
Mobile Apps• Mobile SDK for
custom data
Data Upload in Standard Format
Customer Journey Analysis
• 360° Degrees Contact Profiling
• Predictive Analytics• Prescriptive Analytics• Persona Profiling and Lead
Scoring
Customer Journey Optimization
• Real-time Personalization• Email Marketing• Calls, etc.
Measurement• Conversion Tracking• Campaign Tracking• Marketing Attribution
CONFIDENTIAL
Sitefinity V8.0
Deliver Guided Customer Journey Across Channels
Web
Mobile
Ecommerce
Email Marketing
Social Media
Understand and Optimize the Customer Journey Customer Journey
Analysis
Predictive and Prescriptive Analytics
Measurement and Optimization
Analyze
Act
Digital Experience Cloud
Experience Delivery Platform
CONFIDENTIAL
Sitefinity Digital Experience Cloud DemoDigital Command Center for Marketers