best practices are killing marketing - it's time to get agile

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© 2014 EPiServer Best Practices Are Killing Marketing - It's Time to Get Agile Donna Pahel Director, Digital Marketing & eCommerce Strategy @hapagirlpgh Joakim Holmquist Digital Marketing Manager @mjholmquist

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Multiple screens, countless channels, five-second attention spans: This environment requires unique experiences to get clicks and conversions—not a broad "best practice" that's easily copied. Break free from “best practice” to tackle the challenges created by customers' high expectations for effortless interactions. Adopt an agile and iterative mind-set. Agile marketing is not a new concept, but an increasingly important approach to delivering customer-centric digital experiences based on the unique needs and wants of your customers. The key to achieving demonstrable results and ROI in your digital marketing efforts is to execute in a flexible, agile manner—and to leverage technology that supports execution by providing real-time insights.

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Page 1: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

Best Practices Are Killing Marketing - It's Time to Get Agile

Donna PahelDirector, Digital Marketing &

eCommerce Strategy

@hapagirlpgh

Joakim HolmquistDigital Marketing Manager

@mjholmquist

Page 2: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

What’s for lunch? Food for Thought.

• #RIPBestPractices – Donna: @hapagirlpgh– Joakim: @mjholmquist– EPiServer NA: @episerverus

• Your new CMO• Why best practices are dead• How and why marketers need to be agile• How to overcome challenges• The nitty, gritty and EPiServer successes and insights

Page 3: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

I’m a die-hard for the Customer POV.

I’ve been a brand marketer for over 18 years – living from your Customer POV is the only way to truly understand and effectively deliver on their needs.

Now more than ever, the connectivity, mobility and social-ability of customers make this an absolute imperative.

Brands who derive their go-to-market strategy from their Customer POV will #thrive!

Page 4: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

Meet Your New CMO

© 2014 EPiServer

Page 5: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer© 2014 EPiServer

Meet Your New CMO

To keep up with your connected customer you need to:

• Follow & Engage• Create an Omni-Channel Experience• Unify Content + Commerce

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© 2014 EPiServer

Best Practices are Dead

© 2014 EPiServer

Page 7: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer© 2014 EPiServer

Best Practices are dead

Marketing is full of:

• Content that doesn’t get read• Emails that are ignored or deleted• Messaging that doesn’t resonate with your customers

So why are you still following best practices?

Page 8: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

The Problem with “Best Practice”

The commonly accepted methods of sharingbest practices is inherently flawed.

March 2013Campaign starts in response to a perceived ‘problem’

September 2013Campaign ends with brilliant results

January 2014Call for papers–campaign is submitted as a case study

June 2014Conference–campaign is showcased as a ‘best practice’

Best Practices are insights from snips of time and must be evaluated and considered accordingly.

Page 9: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

The Problem with “Best Practice”

Bottom line:Consumer behavior changes fast, and the issues you’re facing today aren’t the same ones that “industry best practice” has already solved.

Page 10: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

“Best Practices” Marketing vs. Agile Marketing

© 2014 EPiServer

Page 11: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

Break Free from “Best Practice” Marketing

Become an Agile Marketer

• Be curious• Take apart your marketing to see how it works• Discover its strengths and weaknesses• Face up to (and move on from) mistakes• Take creative risks• Experiment with new approaches• Learn and get better every day

Page 12: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

Five agile principles for finding and fixing marketing problems

1. Live from Your Customers’ POV2. Keep the Big Picture in Sight3. Build a Great “MarkOps” Team4. Prioritize the Problem5. Test, Test, and Test Again

Not best practices—we want to help you create a framework you can implement for your unique situation.

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© 2014 EPiServer

Principle #1: Live from Your Customers’ POV

Being able to monitor customers’ changing needs is one thing—how you respond is more important

You need to be quick and nimble by using a platform that allows you to combine content + commerce

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© 2014 EPiServer

Principle #2: Keep the Big Picture in Sight

It’s easy to get carried away with daring experiments and lose sight of what your brand is about

Remember your goals and have the KPIs and tools to track whether you’re meeting them

Page 15: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

Principle #3: Build a Great “MarkOps” Team

Empower everyone on the team to share ownership, make decisions and implement them—even if it means taking a risk or making a leap of faith

MarkOps can only be effective if the team can work together to respond quickly to opportunities and problems 

Page 16: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

Principle #4: Prioritize the Problem

Nothing beats hard data for uncovering the root causes of problems

The agile marketer pays attention to gut instinct, but trusts hard data infinitely more

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© 2014 EPiServer

Principle #5: Test and Learn, Act and then

Do It Again… and Again.Iteration, not perfection

Have an idea for something that might work, test it, monitor the results, and make decisions

 Real-time testing is a great way to understand which option has the greater impact, and then efforts can be poured into that one

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© 2014 EPiServer

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© 2014 EPiServer

Open + Agile + Scalable

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© 2014 EPiServer

Technology that is learning and optimizing the experience of each

customer in real time

Page 21: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

DNA of an Effective Exchange =Content + Design + Function

Content:What is being delivered

Design:How it appears

Function:How it is experienced

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© 2014 EPiServer

The right data and analytics informour marketing programs

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© 2014 EPiServer

4. Move at the pace of your customer.

Page 24: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

The Nitty, Gritty -- Our insights

© 2014 EPiServer

Page 25: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

Overcome challenges

© 2014 EPiServer

Page 26: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

#1 The HiPPO* Challenge

* HiPPO = Highest paid person’s opinion.

Don’t let the HiPPO decide on what your customers want.

HiPPO definition - Avinash Kaushik

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© 2014 EPiServer

Which one of these DHL landing experiences do you think generated significantly more

leads?

+ 133 %

Page 28: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

How to deal with the HiPPO Problem

“The best way to have a good idea is to have lots of ideas.”

/ Dr. Linus Pauling

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© 2014 EPiServer

How to deal with the HiPPO problem. Part 2.

• Embed experimentation into the process of content marketing.

• Empower your marketers to try out many small ideas continuously.

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© 2014 EPiServer

• HiPPO = Highest paid person’s opinion.

#2 The Data Challenge

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© 2014 EPiServer

Find the metrics that measures your biggest problems. Ignore the rest.

Make data actionable. At all cost

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© 2014 EPiServer

#3 The challenge of being slow

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© 2014 EPiServer

The biggest risk is doing nothing

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© 2014 EPiServer

Our insights

© 2014 EPiServer

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© 2014 EPiServer

Driving action with agile experimentation

Awesome!

Now Next target

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© 2014 EPiServer

Step 1: Identify your biggest problem

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© 2014 EPiServer

Step 2: Define what constitutes success

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© 2014 EPiServer

Step 3: Formulate a hypothesis on how to improve and then execute

Page 39: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

Step 4: Evaluate, learn and share

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© 2014 EPiServer

Step 5: Start over and speed up

Sprint planning Execute Evaluate

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© 2014 EPiServer

Make sure you obsess about the right things

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© 2014 EPiServer

Listen to visitor intent

What we obsess aboutWhat we should obsess about

2 % Converting visitors

The other 98 %

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© 2014 EPiServer

Conversion!

Total traffic to website:

Understanding visitor intent

CareersResearchSupport

Micro Conversions

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© 2014 EPiServer

If you don’t know what your visitors want. Ask them.

1 What was the purpose of your visit?

2 Did you accomplish what you came for?

Page 45: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

Let the voice of your visitors guide improvement efforts

Get support 30%

Find contact info 15%

Buy 25%

Research 20%

Buy 39%

% of visitors responding “no”

Purpose of visit

Page 46: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

The upside of being agile and executing on lots of ideas

Research 20%

1 Reduces waste by failing quickly and often.

2 Empowers you to discover stuff that you could never anticipate.

3 Let’s your customer be the ultimate judge of what experience they want.

3

2

1

Page 47: Best Practices Are Killing Marketing - It's Time to Get Agile

© 2014 EPiServer

Let’s connect.

© 2014 EPiServer

Let’s converse.

Donna Pahel

Director, Digital Marketing & eCommerce Strategy

@hapagirlpgh

Joakim Holmquist

Digital MarketingManager

@mjholmquist