Amplexor Seminar

October 17, 2013

Integrating business applications and marketing content to create a powerful user experience

2.

Damien Dewitte

Head of Consulting

3.

Introduction

4.

5.

#WEM

“Web Experience Management is a practice, supported by a suite of technologies, all of which aid in the process of assembling and acting on both data and content in order to provide a seamless, tailored, consistent and relevant experience for each prospect or customer”

(Scott Liewehr, Gilbane Group)

6.

#REAN model

Through your online presence, your intention is to:

R - Reach: the set of activities needed to raise prospects' attention for your brand, product or service

E - Engage: the gradual, typically multi-channel, often recursive set of activities needed to engage the prospects you just won

A - Activate: the activities needed for your prospects to take, eventually, the actions you wanted them to take

N - Nurture: the activities needed to nurture the customer relationship you just managed to create

7.

You want your prospects/customers to:

Reach Engage Activate Nurture

FindRead/Watch

Follow

Interact

Act

8.

“Content and Data”

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#Content

Static information about Products and services

Highly shareable content

Reach

Engage

Activate

Nurture

Find

Read/Watch

Follow

Interact

Act

10.

#Data

High user interaction

Reach Engage

Activate

Nurture

Find

Read/Watch

Follow

Interact

Act

11.

#Interaction

It is exactly where users INTERACT with your website/apps, that you can track most user preferences!

Be creative with this information. And use this to convince the user to ACT.

Note: E-commerce sites have already focused on this for while !

12.

Meanwhile, for non e-commerce sitesØ We want to offer personalized “calls to action”. But we have no clue

about possible scenario’s or business rules.Ø Maybe we can have more than just “shareable content”, in order to

drive interaction.

13.

Integrating Business Applications

Cases

14.

#cases

Christelijke Mutualiteiten

Daikin Europe

Toerisme Vlaanderen (“Visit Flanders”)

Kinepolis

Rabobank International online banks (Belgium, New Zealand, …)

15.

16.

CM

Reach

Engage

Activate

Nurture

Find

Read/Watch

Follow

Interact

Act

17.

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20.

Daikin

21.

Daikin Europe

Reach Engage

Activate

Nurture

Find

Read/Watch

Follow

Interact

Act

22.

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25.

26.

Visit Flanders

Reach Engage

Activate

Nurture

Find

Read/Watch

Follow

Interact

Act

27.

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Kinepolis

Reach Engage

Activate

Nurture

Find

Read/Watch

Follow

Interact

Act

32.

33.

Rabobank International

Reach Engage

Activate

Nurture

Find

Read/Watch

Follow

Interact

Act

34.

Wrap up

35.

Technical reality

There’s many technical ways of exposing business data in public website and mobile apps.

A WCM system will often help to have the integrated data nicely presented in the website, and give a consistent user experience.

but it’s still an integration job.

36.

Marketing Reality

Content and data applications enhance user interaction

User Interaction allows to better understand the user’s profile.

User Profile allows to address tailored marketing messages which will convince the user to act.

While everybody agrees that this sounds quite trivial, the difficulty resides in:Ø Defining the business rulesØ Creating marketing messages and relevant content which are specific

enough to “match” a specific user profile or audienceØ Keeping it user friendly and non-intrusive

37.

Thanks