3 hot topics for marketers in manufacturing - enterprise search, product information management, and...
TRANSCRIPT
3 Hot Trends for Marketers in Manufacturing:Enterprise Search, Product Information Management,
and PersonalizationA Presentation by BlueBolt, inRiver, and Episerver
Introductions: Chris from BlueBolt
Chris RisnerChief Strategy Officer
Role: Chris will be moderator for the webinar.
Bio: Chris is the Chief Strategy Officer at BlueBolt. His role is to guide BlueBolt’s marketing, assist with sales, as well as advise with finance, business strategy, and strategic partnerships.
Introductions: Jason from BlueBolt
Jason LichonChief Solutions Officer
Topic: Jason will lead the discussion and address common issues with search in the B2B space.
Bio: Jason Lichon is the Chief Solutions Officer for BlueBolt. He engages new clients to understand their needs and goals, helping to identify a technical solution and putting together a plan to get it done. He has spent a lot of time thinking about site search and will share his insights as part of this webinar.
Introductions: Carol from inRiver
Carol MorielloPartner Manager North America
Topic: Carol Moriello will discuss Product Information Management.
Bio: Carol has worked in the IT business for more than 10 years with the last 2 years focused on Product Information Management (PIM) at inRiver Inc. She works closely with many top eCommerce organizations and Digital agencies to understand the challenges that exist in today’s multi-channel world where customer experience is key. She has a Bachelor of Arts in Business Administration, International Business, and Finance from Augustana College.
Introductions: Justin from Episerver
Justin AnovickHead of Product Strategy
Topic: Justin Anovick will wrap up the discussion with information on personalization.
Bio: Justin Anovick is Head of Product Strategy at Episerver where he focuses on enhancing the combination of commerce and cms in the cloud.
Enterprise Search Discussion – Jason at BlueBolt
Product Information Management – Carol at inRiver
Personalization – Justin at Episerver Question & Answers How (and When) to Learn More
3 Hot Topics for Marketers in Manufacturing: Agenda
Why these topics go together: Revenue Generation Enterprise search – help users find product PIM – Manage product data Personalization – customize presentation for
each user to build relationships and increase conversions/revenue
3 Hot Topics for Marketers in Manufacturing: Agenda
Enterprise SearchJason Lichon, BlueBolt
Poll #1
43% of site visitors go directly to the search box when visiting a site
Marketing Sherpa
Site Search: Why This is Important
Users don’t want to figure out your menu
Trained by Amazon and Google …What are they coming to expect?
Site Search: Why This is Important
Site Search: What Users Are Coming to Expect
Google for “weather” and you get:
Site Search: What Users Are Coming to Expect
Ask a technical question and get step by step instructions:
80% of site visitors abandon sites if search functionality is poor
Jupiter Media Matrix
Site Search: Why This is Important
Everyone knows that search is important,But still many fail. WHY?
Site Search: Still Many Fail
Site Search: Why Many Sites Have Poor SearchA good search requires custom
implementation. One size doesn’t fit all.
Different kinds of content require different approaches.
Search is hard if you don’t have expertise. You need a partner.
Site Search: Particular Challenges for Manufacturers
2 distinct kinds of content: • Products• Everything else – datasheets, HTML content,
brochures, etc.
Site Search: Particular Challenges for Manufacturers
PRODUCT SEARCH
Effective product search often requires parametric filters. Good source data is critical – a PIM helps
Mouser example …
Site Search: Particular Challenges for Manufacturers
Site Search: Particular Challenges for Manufacturers
CONTENT SEARCH
Effective non-prod content requires linguistic filters.Effective personalization helps with this.
Site Search: Where to Go From Here
Recognize that there are no “off the shelf” solutions that can be plugged into your website and be effective.
There are several search engines that can serve as the basis for a solution.
All options worth considering will require “custom fitting.”
Product Information ManagementCarol Moriello, inRiver
Poll #2
66% of consumer visits to a manufacturer’s website involve learning about or purchasing products, versus only 10% come to get support or services.
Forrester
PIM: Why This is Important
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MUST TELL
SEARCH
EVALUATE
BUY
How to reach the empowered buyer
- SEO- Site navigation- On site search- Based on product
content
- Categories/specs- USP’s and Rich media- Ratings / reviews- Up-sell/Cross-sell- Based on product
content
- Check-out- Payment- Order confirmation- Delivery notification- Review reminder
THE QUALITIES OF GREAT INFORMATION FOR A GREAT
CUSTOMER EXPERIENCE
Valuable
Findable
Correct
ConsistentRelevant
Desirable
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Field ValueItem DT620Item name Timer-Plug IN Price DT620In stock 32Warehouse / Bin Location
12A
Pieces / Box 6Size Class 4Mfg. Item.no. DT620
DT Series
What’s the problem?
Content Spaghetti
| 302023-05-03Copyright inRIver.
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How bad can this get?
Mobile
Resellers/Distributors
Promotions
Web
E-commerce
Marketplaces
Categorymanageme
nt
PLM
SUPPLIERS
ERP
Product marketing
Photographer
ENRICH
SUPPLY
PLAN & RELEASE
PUBLISHBRING ORDER TO THE CHAOS
PXM - A three-in-one concept
Tabular Data(SIZE, COLOR, MATERIAL)
Digital Assets(IMAGES, VIDEOS, PDF’S)
Planning(PRODUCT INTRO, PROMO’S)
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Great Customer Experience
Increased Revenue
Operational Efficiency
TYPICAL GOALS
CONCLUSION
By building a solid foundation, you can easily reuse the content you create to build
a personalized experience for every shopper.
Creating a personalized customer experience for every shopper requires an ever increasing amount of product
content.
PersonalizationJustin Anovick, Episerver
Poll #3
Nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g. offers, ads, promotions) appear that have nothing to do with their interests.
Janrain & Harris Interactive
Personalization: Why This is Important
Ignore Website Personalization at your own Peril
In-house marketers who are personalizing their web experiences and who are able to quantify the improvement see, on average, a 19% uplift in sales.
Monetate/eConsultancy
Personalization: Why This is Important
But, doing it right can have a huge upside
Vision | Digital Experience Optimization
Measure and interpret impact of experiences
Explore journeys and tune for goals
Suggest actions for experience improvement
Deliver the next best experience
Strategy
Authoring
Campaign Management
Navigation
TestingPersonalization
Vs
Product Relations
Marketer & Merchandiser Machine
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Strategy
Authoring
Management
Language Intelligence
Machine
Automatic Landing Page
Marketer & Merchandiser
Assisted PersonalizationTesting
Personalization
Strategy
Authoring
Management
AutomaticLanding Pages
Behavioral Optimization
Language Intelligence
Marketer & Merchandiser Machine
Product & Content Recommendations
Automated Personalization
Service Assistance
43
Personalization
Automatic Landing Pages
44
Personalization
Recommended Products
Personalization
Search Results/Language Intelligence
Personalization
Contact Options
Personalization • Data Captured• Marketing Automation• CMS/Commerce----------------------------------------------------------• CRM• Social• Data Warehouse• Financial Platforms• ANYWHERE
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Wrap Up – Key Takeaways Enterprise Search – Users expect good search and will leave if they can’t find what they are looking for. Great search can drive conversions & revenue.
PIM – Modern products are complex and making sure users can find the right information takes work. Organizing the data/proper structure is critical.
Personalization – Using personalization to cater content to the user’s interests improves the relationship, which increases revenue. Technology is continuing to make personalization possible and easier to implement.
Questions & Answers
Learn More
- www.blueboltsolutions.com/search
- www.episerver.com
- www.inriver.com
Personal Info Follow upJason Lichon at BlueBolt – [email protected] Moriello at inRiver – [email protected] Anovick at Episerver – [email protected]
Learn More
We will send an email in the next 24-48 hours with links to the webinar replay as well as the presentation itself
Learn More – Upcoming Webinars
September 13, 2016 @ 1pm CT – Enterprise Search September 20, 2016 @ 1pm CT – Product Info ManagementSeptember 27, 2016 @ 1pm CT – Personalization
THANK YOU FOR YOUR TIME!