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Digital Strategy - Finance portals
- 1. A Guided Tour of the Web Engagement and Portals Market Wim Putzeys, Comma 28/05/2014
- 2. Agenda • Evolution of digital marketing • New capabilities • B2C platforms: portals vs WEM tools • WEM marketspace • Examples: Sitecore and Adobe Experience Manager 13/11/2013 Managing the Digital ExperienceSlide 2
- 3. EVOLUTION OF DIGITAL MARKETING 13/11/2013Slide 3 Managing the Digital Experience
- 4. How the Web was Won Step 1 Just get online
- 5. How the Web was Won Step 2 Manage your site
- 6. From Web Content Management… • Empowers business users • Shortens time to market • Ensures brand consistency
- 7. How the Web was Won Step 3 Engage the customer
- 8. Web Engagement Effectiveness Reach customers … to Web Engagement Web Content Management Efficiency Manage content Manage sites Manage brand consistency Engage customers Activate customers Nurture customers
- 9. REACH
- 10. Across the Customer Journey
- 11. Across All (Digital) Touchpoints Web site Paid media Earned media Owned media Action site E-shop Tablet app Phone app Partner site Affiliates TV i-TV Radio Direct mail Print Adwords Bill boards You
- 14. You know me (or at least that I’m a guy)
- 15. ACTIVATE & NURTURE Call to action, valorize
- 17. NEW CAPABILITIES 13/11/2013 Managing the Digital ExperienceSlide 17
- 18. Core WCM Capabilities Content repository Asset repository Content & page editing Metadata support Editorial workflow Multilanguage support Site structure management Multisite management User management Template management Publication Versioning Web Content Management
- 19. New WEM Capabilities Testing & Optimization Commerce Campaign Management Segmentation and Targeting Profile management Analytics Personalization Social tools Web Experience Management Adaptive/responsive templating WCM
- 20. PORTALS VS WEM TOOLS B2C Platforms 13/11/2013 Managing the Digital ExperienceSlide 20
- 21. Note:listnotexhaustive,focusedonBelgium,orderdoesnotimplyranking • Open source Liferay Microsoft Sharepoint + Lync IBM Websphere Portal + Lotus WCM + Lotus Quickr + Lotus Connection + Lotus Sametime Oracle Webcenter Portal + UCM SAP Netweaver Portal + DM + Trex Portals Open Text Vignette Enterprise Search Social Collaboration Social Communication KnowledgePlaza BlueKiwi BaseCampJive Yammer Skype Cisco GoogleDocs Google+ GoogleApps Lotus Notes Sharepoint FAST IBM Content Analytics and ES Autonomy IDOL Google SA Lucene Box.net Backbase Portals Marketspace
- 22. Portals for B2C Weaker compared to WEM tools for: • (Multingual) content management • Front-end user experience and presentation • Mobile support • SEF • Online marketing capabilities We do see hybrid scenarios 13/11/2013 Managing the Digital Experience22
- 23. WEM MARKETSPACE 13/11/2013 Managing the Digital ExperienceSlide 23
- 24. WCM/WEM Marketspace 13/11/2013 Managing the Digital ExperienceSlide 24 Adobe WEM Alfresco WCM IBM Websphere, WCM ECM Suites eCommerce Hybris WCM/WEM Specialists Oracle Web Center (Fatwire)HP Autonomy Interwoven Open Text WCM Sitecore CEP Drupal SDL Tridion EpiServer Magento Search Analytics Microsoft Sharepoint Analytics Google Search Application HP Autonomy IDOL Lucene WebTrends Mail Marketing
- 25. SITECORE & ADOBE EXPERIENCE MANAGER Examples 13/11/2013 Managing the Digital ExperienceSlide 25
- 26. Sitecore 13/11/2013 Managing the Digital ExperienceSlide 26 CMS Digital Marketing System (DMS) E-mail Campaign Manager E-commerce Social Starter Kit (Telligent) Goals Campaigns Engagement Plans PersonalizationProfiles Test Lab Analytics
- 27. Digital Marketing in Sitecore 13/11/2013 Managing the Digital ExperienceSlide 27
- 28. Adobe 13/11/2013 Managing the Digital ExperienceSlide 28 Creative Cloud Marketing Cloud Experience Manager Analytics Target Social Media Optimization Campaign
- 29. Analytics – Realtime Reporting 13/11/2013 Managing the Digital ExperienceSlide 29 • Real-time web, social and mobile analytics • Advanced ad-hoc segmentation • Data integration with offline and 3rd party sources
- 30. Target • A/B and Multivariate Testing • Rules-based Targeting • Automated Decisioning and Targeting
- 31. Social • Manage social content and activities across multiple social networks and profile pages • Listen and respond to customer conversations in real- time • Create social campaigns and track performance with integrated analytics
- 32. Campaign • Cross-channel campaign orchestration (plan, design, automate, measure) • Integrated customer profile (offline/online) • Personalized cross-channel execution (email, web, social, mobile, direct mail)
- 33. Media Optimizer • Cross-channel optimization • Search engine marketing management • Display and social advertising management
- 34. Questions? Thank You 13/11/2013 Managing the Digital ExperienceSlide 34