Driving Visitor Engagement - Internet World 2014 presentation by James Bloor
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James Bloor presented a case study of Picador, which is built on Kentico EMS platform. He discussed how content personalisation and marketing automation are used to optimise engagement and visitor experience.
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Driving Visitor Engagement - Internet World 2014 presentation by James Bloor
- 1. Driving Visitor Engagement Through Content Personalisation And Marketing Automation James Bloor –Director, Distinction @DistinctionUK http://distinction.co.uk Visit Kentico on stand IW470
- 2. HELLO… I’m James Bloor Managing Director at Distinction @JamesBloor http://distinction.co.uk @DistinctionUK
- 3. Publishers of contemporary fiction, non-fiction and poetry Online community platform Built on Kentico EMS http://distinction.co.uk @DistinctionUK CASE STUDY… PICADOR
- 4. KENTICO EMS Integrated CMS, ecommerce and online marketing Over 18,000 websites in 90 countries Stand IW470 For a free trial, visit: bit.ly/trykentico http://distinction.co.uk @DistinctionUK
- 5. Web analytics A/B and MVT testing Landing pages Lead scoring Segmentation Content personalisation Email marketing Social media marketing Marketing automation Salesforce integration http://distinction.co.uk @DistinctionUK MARKETING FEATURES OF KENTICO EMS
- 6. Web analytics A/B and MVT testing Landing pages Lead scoring Segmentation Content personalisation Email marketing Social media marketing Marketing automation Salesforce integration http://distinction.co.uk @DistinctionUK MARKETING FEATURES OF KENTICO EMS
- 8. WHAT IS CONTENT PERSONALISATION? Displaying the right content To the right person At the right time http://distinction.co.uk @DistinctionUK
- 9. WHAT IS CONTENT PERSONALISATION? It creates a two-way conversation http://distinction.co.uk @DistinctionUK
- 10. CLEAR BENEFITS In a study of over 93,000 calls to action, Hubspot found that those targeted to the user had a 42% higher conversion rate (Source: HubSpot) http://distinction.co.uk @DistinctionUK
- 11. CLEAR BENEFITS 61% of visitors feel more positive about a brand when marketing messages are personalised (Source: Econsultancy) http://distinction.co.uk @DistinctionUK
- 12. ATTITUDES ARE CHANGING… 74% of consumers get frustrated with websites when content has nothing to do with their interests Source: Janrain & Harris Interactive http://distinction.co.uk @DistinctionUK
- 13. ATTITUDES ARE CHANGING… 84% of marketing executives plan on developing a process to map content to buyer journey stage Source: Aberdeen http://distinction.co.uk @DistinctionUK
- 14. YET ADOPTION IS SLOW 60% of marketers struggle to personalise content in real-time Yet 77% believe real-time personalisation is crucial (Source: Neolane & DMA) http://distinction.co.uk @DistinctionUK
- 15. YET ADOPTION IS SLOW Reasons for not implementing content personalisation (Source: Neolane & DMA) : • Complexity of systems (50%) • No access to real-time data (46%) • Data privacy issues (45%) http://distinction.co.uk @DistinctionUK
- 16. YET ADOPTION IS SLOW 68% of marketers view their content management systems as unsuitable for personalisation (Source: Adobe/Econsultancy) * Remember – pop over to stand IW470 to see how easy Kentico is! http://distinction.co.uk @DistinctionUK
- 18. WHAT IS MARKETING AUTOMATION? It is the automation of tasks and workflows To increase operational efficiency And grow revenues more quickly By creating better engagement with visitors http://distinction.co.uk @DistinctionUK
- 19. WHAT IS MARKETING AUTOMATION? It facilitates the conversation, and builds the relationship http://distinction.co.uk @DistinctionUK
- 20. WHAT MARKETING AUTOMATION IS NOT… It is not ‘just’ a sales tool It does not remove human interaction It is not easy http://distinction.co.uk @DistinctionUK
- 21. Dynamic content management Landing pages Lead scoring Lead management / nurturing Segmentation and personalisation Email marketing Campaign management Conversion optimisation Social media marketing Mobile marketing CRM integration Marketing analysis… http://distinction.co.uk @DistinctionUK MARKETING AUTOMATION INCLUDES…
- 22. WHY USE AUTOMATION? 77% of those implementing marketing automation see direct increases in revenue (Source: Salesforce/Pardot) http://distinction.co.uk @DistinctionUK
- 23. WHY USE AUTOMATION? 58% of those implementing automation are better able to measure performance (Source: Salesforce/Pardot) http://distinction.co.uk @DistinctionUK
- 24. WHY USE AUTOMATION? 65% of those implementing automation gain more insight into marketing and sales activities (Source: Salesforce/Pardot) http://distinction.co.uk @DistinctionUK
- 25. CASE STUDY - PICADOR http://distinction.co.uk @DistinctionUK
- 26. Publishers of contemporary fiction, non-fiction and poetry Online community platform Built on Kentico EMS http://distinction.co.uk @DistinctionUK PICADOR
- 27. GOALS Engagement Social activity Internal adoption External innovation http://distinction.co.uk @DistinctionUK PICADOR
- 28. SOLUTION Help users discover new books and authors Give users a feeling of community http://distinction.co.uk @DistinctionUK PICADOR
- 29. SEGMENTATION Create “personas” Group of visitors with similar goals, behaviours, demographics, intentions… http://distinction.co.uk @DistinctionUK PICADOR
- 30. SCORING Create rules for visitor activities and attributes Based on scores, visitors fall into a persona http://distinction.co.uk @DistinctionUK PICADOR
- 31. TRACKING Visitor activity – page views, downloads, interactions… User attributes – location, device, referrer, new/repeat… http://distinction.co.uk @DistinctionUK PICADOR
- 32. CAMPAIGNS & LANDING PAGES Engaging content Drive targeted traffic Continually optimise http://distinction.co.uk @DistinctionUK PICADOR
- 33. MY PICADOR Private reading lists Book recommendations Favourite books, authors and genres Follow other users http://distinction.co.uk @DistinctionUK PICADOR
- 37. RESULTS http://distinction.co.uk @DistinctionUK PICADOR Active online community Users are discovering new things Internal very well received Discussions to roll out on other global properties
- 39. CLOSING THOUGHTS It is a win-win situation Implemented effectively, personalisation and automation benefits both site owners and users http://distinction.co.uk @DistinctionUK
- 40. CLOSING THOUGHTS The evolution of consumer behaviour when society and technology evolve faster than the ability to exploit it. Digital Darwinism does not discriminate – every business is threatened. Brian Solis - @BrianSolis http://distinction.co.uk @DistinctionUK
- 41. Thank You Any questions? Stand IW470 bit.ly/trykentico James Bloor – Founder and Managing Director - Distinction @DistinctionUK http://distinction.co.uk