Get Smarter: Leveraging Integrations Across the Digital Marketing Ecosystem
It's a challenge for marketers to manage their online presence and deliver timely and relevant content to their target audience, while continuously connecting individual interactions across digital channels.
Discover how you can deliver a integrated digital presence to improve the experience for customers and prospects, while efficiently increasing revenue.
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EPiServer Adage: Get Smarter Digital Marketing
1. Leveraging Integrations Across the Digital Marketing Ecosystem
Get Smarter
Bob Egner, VP Product Management
Roy Chomko, President Adage Technologies
9. “Customer Experience is
the perception that
customers have of their
interactions with an
organization.”
Bruce Temkin
Co-founder and Chairman CXPA
10. “Customer Experience
Management is the
discipline of increasing
loyalty by exceeding
customers’ needs and
expectations.” Bruce Temkin
Co-founder and Chairman CXPA
11. Loyalty Loop
• 53% of US grocery retail customers are enrolled in a loyalty program
• 48% of those spend more then they otherwise would have
McKinsey Research
17. Web Mobile Tablet E-mail
Channels or Silos?
And what about other Digital Marketing technologies?
Analytics CRM DAM
E-Commerce Portals Search
Social Media User Generated Content
19. Digital Ecosystem
Web Site
Analytics
CRM
How do you drive traffic?
• Organic search?
• Paid search?
• Display ad?
• Social?
• Blog?
?
Can you manage the site?
Can you personalize the experience?
Is the CRM connected?
? ?
23. Digital Ecosystem
Web Site
Landing Pages
Mobile Site
Analytics
Analytics
Analytics
CRM
How do you handle mobile
traffic?
Can you reuse content?
Do analytics tie?
?
?
24. Value of Digital Marketing Ecosystem
Great experience that drives loyalty and lifetime value…
• Personalize and Contextualize across channels
– Consumers expect to find content immediately
– And formatted for their device of choice
• Same message on all channels
– The best brands are ruthlessly consistent
• Build knowledge of your digital visitors
– Who consumes what content, when, and why?
– How can you understand their place in a journey?
Systems must work together!
28. The Need
Silverpop wanted to fully integrate their website, Silverpop
Engage, and Salesforce
Visitors
Personalized experience
Dynamic content
Progressive profiling
Marketers
Easy to update content
Controls had to be fully accessible
IT
Minimal involvement post launch
28
29. User visits the site
User engages
Solution Example
Step 1
Step 2
www.silverpop.com
Step 3
User participates
30. Step 1 – User Visits Site
Visitor www.silverpop.com
Status:
User visits site
We know little about the user at this point except standard
analytics information
System drops cookie on user’s machine
Session ID is created on the server
Session ID
Cookie
32. Step 2 – User Participation
Status:
Visitor enters first name and selects industry on web site
EPiServer maintains a session profile on user (visitor groups)
EPiServer delivers dynamic content based on industry selection
- First name
- Industry
EPiServer
PersonalizationVisitor
34. Retail & E-Tail
Step 2 – User Participation
A very different experience based on industry selection
High Tech
35. Step 3 – Download Whitepaper
Status:
User clicks on whitepaper download
Completes form
User session data sent to Silverpop Engage
Silverpop Customer ID dropped into user cookie
Silverpop Engage data syncs with Salesforce
Silverpop
Engage
SalesforceVisitor Completes form
Cookie
39. Summary
Marketing and sales data are in sync
Website actions (whitepaper downloads, event signups,
webinar registrations, etc.) are logged in Silverpop Engage
These actions then inform digital marketing strategy
Start simple and expand
39
Digital Marketing – roots in WCMBut WCM is an old term – it’s more than managing content
Early 20th century, advantage was better manufacturing processes (Ford)
Early 20th century, advantage was better manufacturing processes (Ford)Mid 20th century, global industry meant getting goods to the market was key (Walmart)
Early 20th century, advantage was better manufacturing processes (Ford)Mid 20th century, global industry meant getting goods to the market was key (Walmart)Late 20th century, information became key (Amazon)
Early 20th century, advantage was better manufacturing processes (Ford)Mid 20th century, global industry meant getting goods to the market was key (Walmart)Late 20th century, information became key (Amazon)Now – customer experience (Apple) iPad 2 launch in NYC on 5th Ave.Forrester analyst Josh Bernoff calls it “The Age of the Customer”>Consumerization trend – connected consumersWe are all connected consumers (at work or at home)
I’ve use the term “customer experience” a couple of times, and just want to define what we are talking aboutBruceTemkin used to be a Forrester analyst, and notably, he was their most read analyst for 13 consecutive quartersNow he chairs the Customer Experience Professional Association.And this is what he says Customer Experience is…
Sometimes people ask “Isn’t this just marketing?” or “how is this different from customer service?”But the goal is a bit differentSo let’s define Customer Experience Management, which is all about increasing loyaltyAnd for this discussion, we are going to focus on needs and expectations online – perhaps digital expereince management
For customer experience management, I mentioned loyaltyI want to point out that the idea here is to increase lifetime value, or interaction with a brand, through loyalMany of the marketers I talk to are very focused on that first evaluation and conversion (customer acquisition)So loyalty in terms of increased purchase (volume or types) can have the effect of lowering acquisition cost per customer, but may also lead to opportunties for cost reduction (servicing existing customers) or better price control (which Apple has certainly mastered)Of the types of loyalty that are frequently discussed- Contractual (formal supplier agreement, or subscription)- Transactional (price, value, or convenience)- Functional (the product is simply viewed as superior)- Emotional (“feeling,” based on values, sensibilities, ego, or other intangibles) For today’s discussion, we are focused on transactional loyalty and the online experienceand how to drive it through a good or convenient experienceSome easy measurements could be, for example, ratings and reveiws, or social advocacy for a brand based on a good experience
Back to the connected consumerMajority of media consumptions are screen based90% of all media interactions are screen based38% of our daily media interactions are on smartphonesParallel sequentialSeq 98% movePC 24% find up to date workSmartphone 38% commentTablet entTV Hittad t
Consumers move between multiple devices to achieve their goals90% of people use multiple screens sequentiallySeach is the most common way consumers continue from one device to another
Online shopping is a multi-screen activity67% of people who have used multiple devices sequentially to shop onlineSmartphones enables spur of the moment shopping19% planned81% spontaneous
With some very proven benefitsHere the “activity” and “search data” are characteristics that you can know about each visitorSuch asReferring siteSearch terms used to reach your site or on the siteLinks takenRepeat visitorsAdditionally, if the visitor can log in, you can buidl a much richer profile to work against
With all that channel switching going on, how can you detect which journey each should be on?
Next challenge is technologyYour view of channels might just be “silos”Limits consistent experienceDifficult to understand behavior
You probably have a web siteAnd maybe it’s connected to a CRMBut there is an entire silo around analytics and optimization
But do you use other technology to drive traffic to the site?And can you adjust your site for best practices? (landing page etc. that match the message on the teaserHow can you improve effectiveness of paid traffic conversions with personalization?
Maybe you have an email system (or Marketing Automation like Silverpop?)
Same story here – how connected is thisReusing content?How to correlate behavior from loose landing pages on a different domain
How about mobile?I still find many companies who have separate mobile sitesMobile is probably the key area that the “connected consumer” is driving forward the fastestIf the site doesn’t look good, the visitor bounces awayMobile (tablet or phone) supports key steps of the process (even in B2B)
Once again, what’s the connection?Content reuseAnalytics about visitor behavior on their journey
Best brands ruthlessly consistent = Jez Frampton (most likely)