the next marketing era: marketing's digital command center

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CONFIDENTIAL The Next Marketing Era: Marketing's Digital Command Center Introducing Sitefinity Version 8.0 March 17th 2015

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Page 1: 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

Page 2: The Next Marketing Era: Marketing's Digital Command Center

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.

Page 3: The Next Marketing Era: Marketing's Digital Command Center

CONFIDENTIAL

Agenda

• The Age of the Customer – Ted Schadler• The New CMS Requirements – Tim Ahlenius• Introduction to Sitefinity V8 – Martin Kirov• Demonstration – Svetla Yankova

Page 4: The Next Marketing Era: Marketing's Digital Command Center

Master The Critical Role Of Context In Great Customer Experiences

Ted SchadlerCoauthor of The Mobile Mind Shift

@TedSchadler

Page 5: The Next Marketing Era: Marketing's Digital Command Center

© 2014 Forrester Research, Inc. Reproduction Prohibited 5

We live in the age of the customer

Page 6: The Next Marketing Era: Marketing's Digital Command Center

© 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.

Page 7: The Next Marketing Era: Marketing's Digital Command Center

© 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

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© 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

Page 9: The Next Marketing Era: Marketing's Digital Command Center

© 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

Page 10: The Next Marketing Era: Marketing's Digital Command Center

© 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.

Page 11: The Next Marketing Era: Marketing's Digital Command Center

© 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

Page 12: The Next Marketing Era: Marketing's Digital Command Center

© 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

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© 2014 Forrester Research, Inc. Reproduction Prohibited 13

Context in action

Page 14: The Next Marketing Era: Marketing's Digital Command Center

© 2014 Forrester Research, Inc. Reproduction Prohibited 14

Context is the new remit. But how do you take

advantage of it?

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© 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

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© 2014 Forrester Research, Inc. Reproduction Prohibited 16

Implement a digital experience delivery platform

Page 17: The Next Marketing Era: Marketing's Digital Command Center

© 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

Page 18: The Next Marketing Era: Marketing's Digital Command Center

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

Page 19: The Next Marketing Era: Marketing's Digital Command Center

Thank youTed Schadler

[email protected]

blogs.forrester.com/ted_schadler

@tedschadler

Page 20: The Next Marketing Era: Marketing's Digital Command Center

CONFIDENTIAL

The New CMS RequirementsTim Ahlenius, Director of Experience MarketingAmericanEagle.com

Page 21: The Next Marketing Era: Marketing's Digital Command Center

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

Page 22: The Next Marketing Era: Marketing's Digital Command Center

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

Page 23: The Next Marketing Era: Marketing's Digital Command Center

CONFIDENTIAL

Introducing Sitefinity Digital Experience Cloud

Martin KirovVP Product Management & Product Marketing

Page 24: The Next Marketing Era: Marketing's Digital Command Center

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?

Page 25: The Next Marketing Era: Marketing's Digital Command Center

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.

Page 26: The Next Marketing Era: Marketing's Digital Command Center

Introducing Sitefinity Digital Experience Cloud

The Digital Marketing Cloud Platform for tracking analyzing and shaping every step of the customer journey

Page 27: The Next Marketing Era: Marketing's Digital Command Center

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

Page 28: The Next Marketing Era: Marketing's Digital Command Center

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

Page 29: The Next Marketing Era: Marketing's Digital Command Center

CONFIDENTIAL

Sitefinity Digital Experience Cloud DemoDigital Command Center for Marketers