The past 2-3 months has accelerated digital demand by 2-3 years. In this session we look at what is here to stay and how to not only survive, but thrive as a business going forward with a more digital future. We will be showing you how to understand where your business is today, what key areas to focus on, and how to prioritise digital transformation strategies.

1. 1
#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
The impact of Covid19 on your Digital Strategy
How to respond to the Digital Demand created by COVID-19
Joey Moore
Episerver’s Head of Product Strategy and Evangelism, EMEA & APAC
Hosted by Lewis Dormer, Digital Marketing Executive at Smart Insights

2. 2
#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
Before we start… housekeeping
• Slides will be available via Smart Insights Slideshare, or you can download them
from the BrightTalk page.
• Do ask questions at any point via the chat function - we’ll respond either at the
end of the show or afterwards via email.
#DigitalPerformance

3. EpiserverEpiserver 3
Sink or
Swim: How to
respond to the
Digital Demand
created by
COVID-19
Joey Moore
Head of Product Strategy and
Evangelism EMEA & APAC

4. Episerver 4
CE
O
CM
O
CT
O
In 2020 who is going to lead the Digital Transformation of
your company?

5. Episerver 5
CE
O
CM
O
CT
O
COVID1
9
In 2020 who is going to lead the Digital Transformation of
your company?

6. Episerver 6
Winners and Losers
Ecommerce Marketplaces
Video Conferencing
Logistics/delivery
Entertainment streaming and gaming
Traditional Retail
Airlines, trains and cruise ships
Tourism
Cinema

7. Episerver 7
Winners and Losers
Ecommerce Marketplaces
Video Conferencing
Logistics/delivery
Entertainment streaming and gaming
Traditional Retail
Airlines, trains and cruise ships
Tourism
Cinema
Digital Agility

8. Episerver 8
Digital is Your Main Way of Reaching Customers Now

9. Episerver 9
Consumer Behaviour Caused by Covid19
Source: EY Future Consumer Index: How COVID-19 is changing consumer
behaviors

10. Episerver 10
Consumer Behaviour Going Forward
Source: EY Future Consumer Index: How COVID-19 is changing consumer
behaviors

11. EpiserverEpiserver
What’s here to
stay?
11

12. EpiserverEpiserver
Online purchasing will continue to be a prominent
channel for consumer buying going forward.

13. Episerver
Consumers will continue to turn to delivery services
for restaurant and grocery food items.

14. EpiserverEpiserver
Luxury purchases will likely decline significantly.

15. EpiserverEpiserver
Greater content consumption, especially online video
content, is predicted to have staying power post-
pandemic.

16. EpiserverEpiserver
Out-of-home campaigns and in-person events will
likely see a decline for months to come.

17. Episerver 17
COVID-19 is Changing Digital Transformation Priorities
Survival
“What can we do today?”
“Which small changes can improve
engagement?”
The New Normal
“What will the business look like in 6
months?”
“How will our customers want to
interact with us going forward?”

18. EpiserverEpiserver
Survival

19. Episerver 19
How useful is
my
content?
‘2
0
Real-time
content
audit

20. Episerver 20
What are my
customers
looking for?
Real-time
content
audit
Real-time
engagemen
t
analysis

21. Episerver 21
What topics
should I focus on?
Real-time
content
audit
Real-time
engagemen
t
analysis
Prescriptive
content
guidance

22. Episerver
Dashboard Examples
• Real-time understanding of your overall content landscape at a
granular level automatically
• How many pieces of content did I publish?
• How many pieces by asset type?
• What topics did I cover?
• Real-time understanding of visitor engagement at a topical
level
• What sections are driving engagement?
• What topics are driving engagement?
• How do these metrics change over time?
• Understand exactly where topic gaps are within your content
strategy so you always focus on the right things.
• What topics should you focus on by type?
• What topics should you focus on by channel?
• How do these metrics change over time?

23. Episerver
23
Automated content
audits in real-time
Topic-level guidance
on where to invest
and cut
Prove ROI of your
content by topic

24. Episerver
Anyone with a web site.
No matter what you use
to power it
If you don’t have a web site
or if you only use a fax
machine or carrier pigeon to
communicate with your
customers
Who Can Take
Advantage?
Who Can’t Take
Advantage?

25. Episerver 25
What do you need to do?

26. Episerver
The New Normal

27. Episerver 27

28. Episerver
Digital Agility = Customer Experience + Digital Operations
28
Fly
Highly responsive to changing
customer-experience innovations;
setting the standard for industry
digital experiences.
Run
Large investments in digital
operations to achieve next-level
customer experiences.
Walk
Beginning to provide best-practice
user experiences on stale, siloed
technologies.
Crawl
Meeting basic customer-experience
expectations with limited technology.

29. Episerver
Methodology
29
CUSTOMER
EXPERIENCE
Digital Marketing Channels
Mobile Experience
User Experience &
Information Architecture
Omnichannel Fulfilment
Experience
Content Marketing Strategy
Search Experience
Best Practice functionality
Personalization Strategy
Product Recommendations
Content Personalization
DIGITAL
OPERATIONS
Responsibility & maturity of
CX design
Measurement
Optimization
Marketing Campaign
Management
Analytics / BI
Experience Management
Application Development
Infrastructure &
Deployment
Omnichannel Fulfilment
Customer Service
Episerver’s Digital Agility Model is based on 20
criteria, 10 referring to your current Digital
Operations and 10 criteria referring to your
Customer Experience.
Working with the Episerver team, we work
through each of these criteria with a grade
associated to the current state of your
business organization. We aggregate those
grades into a placement on our DIGITAL
AGILITY CHART so that you can see how you
stack up against other organizations – either
similar in your vertical or across the digital
landscape.
While some of these criteria could refer to the
use of products that Episerver offers, this
methodology is not built around a particular
platform, but rather the use of a broad set of
technology to improve your organization
across the board.
Criteria highlighted above can be improved
using products that offers

30. Episerver 30
CRAWL WALK RUN FLY
Digital Marketing Channels Web, Email Web, Email, Mobile, SMS Web, Email, Mobile, SMS, Push, Social
Web, Email, Mobile, SMS, Push, Social,
Physical, Voice, AI-Bots
Mobile Experience Desktop site Mobile site and/or app Responsive or Adaptive Design
Progressive Web Application
Headless API
Voice assistants
VR/AR environment
User Experience & Information
Architecture
Anecdotal Persona-Driven Research & Persona Driven Human Centered Design
Omnichannel Fulfilment
Experience
None Show inventory visibility Ship-from-store, Pickup-in-store Buy anywhere, fulfill anywhere
Content Marketing Strategy Ad-hoc
Developed separately by each
department
Developed in conjunction with marketing
department
Dedicated content Scrum teams with
agile content development methodology
Search Experience Simple keyword or SOLR search
AI-optimized search
Autocomplete, synonyms,
Custom landing pages depending
on segment /organic search
AI-individualized search
Adaptive, contextual navigation
Ranked product/content listings based on
behavior
App based
Custom IoT
Voice controlled
Best Practice functionality
Meets basic functional expectations
of industry peers
Meets best practice functional
expectations in digital experience and
ecommerce
Exceeds best practice functionality and
provides unique and highly valuable
functionality to users in their industry
Sets the standard for best practices
across industries. Regularly tests new
user experience, presentation-layer
functionality, and innovations
Personalization Strategy Basic / Contextual Personalization
Personalize segments using explicit web
behavior on limited data points
Automated with A.I using multiple data
points including implicit web behavior and
from back-end systems
Omni-channel personalization extending
to external channels such as paid media
and social
Product Recommendations
Manual merchandising rules to push
particular products on homepage
Product recommendations based on user
segment on product and category pages
Personalized product recommendations
site-wide and by email based on the user
and their cohort's onsite behavior
Individualized product recommendations
site-wide for upsell and cross-sell based
on the user and their cohort's behavior
across all touchpoints and external
channels
Content Personalization
Manual recommendations of new or
'featured' content on homepage
Content recommendations targeted to
particular user segments on top level
category pages
Personalized content recommendations
site-wide and by email , based on the user
and their cohort's onsite behavior
Individualized content recommendations
and content sequencing across all
touchpoints and customer facing
channels
CUSTOMER
EXPERIENCE

31. Episerver 31
CRAWL WALK RUN FLY
Digital Marketing Channels Web, Email Web, Email, Mobile, SMS Web, Email, Mobile, SMS, Push, Social
Web, Email, Mobile, SMS, Push, Social,
Physical, Voice, AI-Bots
Mobile Experience Desktop site Mobile site and/or app Responsive or Adaptive Design
Progressive Web Application
Headless API
Voice assistants
VR/AR environment
User Experience & Information
Architecture
Anecdotal Persona-Driven Research & Persona Driven Human Centered Design
Omnichannel Fulfilment
Experience
None Show inventory visibility Ship-from-store, Pickup-in-store Buy anywhere, fulfil anywhere
Content Marketing Strategy Ad-hoc
Developed separately by each
department
Developed in conjunction with marketing
department
Dedicated content Scrum teams with
agile content development methodology
Search Experience Simple keyword or SOLR search
AI-optimized search
Autocomplete, synonyms,
Custom landing pages depending
on segment /organic search
AI-individualized search
Adaptive, contextual navigation
Ranked product/content listings based on
behavior
App based
Custom IoT
Voice controlled
Best Practice functionality
Meets basic functional expectations
of industry peers
Meets best practice functional
expectations in digital experience and
ecommerce
Exceeds best practice functionality and
provides unique and highly valuable
functionality to users in their industry
Sets the standard for best practices
across industries. Regularly tests new
user experience, presentation-layer
functionality, and innovations
Personalization Strategy Basic / Contextual Personalization
Personalize segments using explicit web
behavior on limited data points
Automated with A.I using multiple data
points including implicit web behavior and
from back-end systems
Omni-channel personalization extending
to external channels such as paid media
and social
Product Recommendations
Manual merchandising rules to push
particular products on homepage
Product recommendations based on user
segment on product and category pages
Personalized product recommendations
site-wide and by email based on the user
and their cohort's onsite behavior
Individualized product recommendations
site-wide for upsell and cross-sell based
on the user and their cohort's behavior
across all touchpoints and external
channels
Content Personalization
Manual recommendations of new or
'featured' content on homepage
Content recommendations targeted to
particular user segments on top level
category pages
Personalized content recommendations
site-wide and by email , based on the user
and their cohort's onsite behavior
Individualized content recommendations
and content sequencing across all
touchpoints and customer facing
channels
CUSTOMER
EXPERIENCE

32. Episerver 32
CRAWL WALK RUN FLY
Responsibility & maturity of
CX design
None or ad-hoc Cross functional Defined individual role/team
Defined areas of responsibility in each
business area
Measurement Volumetric with no targets
KPIs measured against targets for
digital channels
KPIs aligned to overall business
objectives
Lifetime value
Understanding of loyalty
Optimization Anecdotal with ad-hoc site updates
Periodic page level AB testing on
primary conversion points and adding
winning page designs to scheduled
major site updates
Block level ABn testing for primary and
secondary conversion points and
adding winning factors into regular
minor site update schedule
ABn/MVT testing cycle on each stage of
conversion funnel and all conversion
points with pro-active serving of
winning factors based on business
requirements
Marketing Campaign
Management
Manual outbound Campaigns with
limited segmentation
Marketing Automation with simple
personalisation
Individualized messaging with
optimized send-time, based on custom
corporate templates
Hyper personalised omni-channel
campaigns using predictive analytics
and complex templates
Analytics / BI
Siloed analytics solutions with general
reporting
Tracking of individual user behaviour on
web
Dashboards with converged analytics
data
Omni-channel tracking with
single user profile
User Journey Mapping
Actionable Segments
Single Customer View across all
channels
Predictive, Propensity modelling
Automated AI-driven insights
Experience Management
Publishing new experiences requires
new HTML development
Content can be changed by a business
user and published to the production
environment without developer
intervention. Layouts, block
management, and optimizing for
devices still require development.
Requests for new templates are
common.
Content, layout, and device can be
controlled by a marketer with little to no
use of technical resources.
Business users can collaborate with one
another in within the platform.
Full control of user experience with no
day to day involvement from
developers. Use of A.I to automate the
selection and optimization of content
selected.
Heavy use of workflows and approvals
to involve more users in the
organization to publish experiences.
Experience management is
democratized to individuals within the
organization.
Application Development Outsourced Outsourced + internal front-end devs Co-delivered with internal & SI's Internal-led with SME partners
Infrastructure & Deployment On-premise or SaaS License-model deployed to Cloud
PaaS Core Platform with separately
licensed third-party add-ons
PaaS Core Platform with fully
integrated service enhancements in
one solution
Omnichannel Fulfilment None Buy online, ship from anywhere Buy anywhere, fulfill anywhere Return in any channel
Customer Service Phone, Email, FAQs Live Chat Omni-channel support Automated Chatbots
DIGITAL OPERATIONS

33. Episerver
Background
COOP
Lockdown meant going to
physical stores should be
avoided. Norwegian
Government pushing for more
online food purchase and
delivery due to Covid-19 Two
Weeks
Changed entire business
model
Solution
Avensia and Episerver rose to
the task - built fully functional
ecommerce site with PIM and
ERP integration in just two
weeks.

34. Episerver
Background
Norwegian Institute of Public
Health
NIPH has been a Episerver
customer since 2008. Their
main information source for the
COVID-19 situation, had major
problems scaling with the
increased need for information
by the Norwegian population.
< 48hMigration time
from on-prem to
azure
200%Increase in
traffic since
December
Solution
Episerver Content Cloud solved
their pains in a demanding
situation, and relay the value
that having one platform for all
digital content provided as a
long-term solution to their
needs.

35. Episerver 35
Your COVID-19 Strategy
Survival
“What can we do today?”
“Which small changes can improve
engagement?”
The New Normal
“What will the business look like in 6
months?”
“How will our customers want to
interact with us going forward?”

36. Episerver
Customer-Centric
Digital Experience
Platform

37. EpiserverEpiserver 37
Thanks
Joey Moore
Head of Product Strategy and
Evangelism EMEA & APAC
Twitter: @joeyizzy
Linkein:
linkedin.com/in/joeymoore
Email:
joey.moore@episerver.com