Keep Your Eyes on the Prize Why Context Matters More than Ever

Keep Your Eyes on the Prize
Why Context Matters More Than Ever
Bob Canaway
VP Marketing, Ektron

David Aponovich
Sr. Analyst, Forrester

Keep Your Eyes on the Prize!

Why Context Matters More Than Ever
David Aponovich, Senior Analyst
Forrester Research
Latest trends & strategies in using
context to drive engagement

Bob Canaway, VP of Marketing
Ektron
Best practices, tools & techniques to
optimize conversion

HOUSEKEEPING
How to participate
• For audio choose “Use Mic
& Speakers” or “Use
Telephone” in your Audio
window
• Submit your text question
using the Questions pane
• Note: A recording will be
made available

Making Leaders Successful
Every Day

Welcome to the Age of the Customer

© 2013 Forrester Research, Inc. Reproduction Prohibited

5

“ But I just built my new website
three years ago. Why should I
care about personalization and
contextualization now?


The goal: Deliver interactions that cater
to a person’s specific needs – without
having to design millions of individual
interactions

Today: Digital transformation (not just WCM)
What digital leaders were demanding three years ago:

 “Replace my web content management system with a new system.”
What they’re requesting today:

 “Help me re-platform from my legacy WCM to a platform to manage
digital customer experiences and marketing.”

Result: Software vendors have shifted to support platforms for
more robust, multichannel, data-driven and PERSONAL
experiences.
* This isn’t just about apps. It’s about creating relevant digital
experiences at any and all touchpoints for customers.

Copyright 2013 Forrester Research Inc. - Confidential – For Client internal use only. Reproduction prohibited.

This isn’t just about apps. Or
websites. Or mobile.

It’s about being relevant to your
customers.


Net result: Targeted, Personalized Experiences
Forrester defines digital experience management
(DX) as:
The management and delivery of dynamic, targeted, and
consistent content, offers, products, and service interactions
across digitally enabled touchpoints.

The need for robust digital experience support is not just a
technology issue. It’s an organizational issue.
What does your organization want to do to win?

WCM has turned into sexy software

› WCM has evolved from basic, IT-centric tools . . .
› . . . to smart, flexible, business-friendly systems at
the core of firms’ digital customer experiences and
online engagement strategies.
• Personalized, contextual delivery of content and experiences
• Delivers content and experiences to many channels (i.e., mobile)
• Marketing, customer support, internal employee support
• Tuned to the needs of digital experience professionals
• Global, multilingual, multi-site capabilities
• Integration with back-end business software to leverage data
Copyright 2013 Forrester Research Inc. - Reproduction prohibited.

What are organizations buying?
Which of the following technology tools has your organization prioritized
in the next 24 months (2013-2014)? (Select up to three)
Analytics tools (e.g. web analytics, social…

56%
34%
30%

Web content management
Customer relationship management

24%
24%

Mobile application development tools
eCommerce platform
Testing and optimization
Social networking platforms
Personalization/recommendations engine
Campaign management software
Digital asset management
Site search
ID/authentication tools
Enterprise marketing suites
Multilingual tools (e.g. translation, localization)
Other, please specify
None of the above

18%
18%
17%
16%
12%
9%
7%
6%
4%
2%
1%

Base: 233 Digital Experience Professionals Source: March 2013, “Digital Experience Delivery Online Survey”

12

Inspiration for
relevant, personal, contextual
experiences comes from many
places.


Context goes far beyond
technology.
However, technology can ease the
burdens of contextualization


19

Behavior


Situation


Demographic


What?


23

con·tex·tu·al·iz·a·tion
ˈ
kän-ˈ
teks-ch(ə-w)ə-lə-ˈ
zā-shən

noun
: A tailored, adaptive, and sometimes predictive
digital customer experience.
• Contextualization combines and extends existing
segmentation and personalization techniques with inthe-moment details. This enables moredynamic, more-predictive experiences by processing
explicit and implicit user information.

Who?


25

Source: June 6, 2011, “Competitive Strategy In The Age Of The Customer” Forrester report

How customers perceive their
interactions with your company

Why?


29

Customer experience
correlates to loyalty
 Willingness to consider
for another purchase
 Likelihood to
recommend to a friend
 Less likelihood to switch
business to a competitor

When?


31

The US consumer owns multiple computing
devices . . .

59% own two or more PCs.

93% of tablet owners also own a laptop.

. . . and uses different computing devices for different functions.

Source: North American Technographics® Benchmark Survey, Q3 2012 (US, Canada)

More devices = greater overall activity
Tablet owners use their smart phones more than the overall online population for
many activities
To locate a nearby store or to check
store hours

27%

18%

To take picture of a product to share
with friends or ask for their opinion

8%

To compare physical store prices with
online prices, when shopping in a store

9%

To find or redeem a coupon/coupon
code

9%

To read customer reviews of a product

17%
Tablet
owners

12%
16%

33%

9%

To check availability of a product in an
online store

22%

8%

To check in-store availability of a
product

7%

To learn about an in-store promotion
or event

6%

0%

10%

14%
14%

20%

30%

40%

Base: US Online Adults 18+ (Online Monthly or More) cell phone owners (multiple responses
accepted)
North American Technographics® Retail Online Survey, Q2 2012 (US)

33

Consumers transition across screens

Source: Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior, August 2012

They also use multiple screens at once

Source: Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior, August 2012

Where?


36

Customer journeys are complex


Source: Adaptive Path

@sa_powers


@sa_powers

›

“I don’t think about the devices or the platform, I
just live my life and get things done.”

Silos only support part of the customer
journey.
@sa_powers

You must unify the experience for your
customers.

@sa_powers

How?


@sa_powers
42

Uber uses geolocation data for a more
contextualized experience

@sa_powers

Indoor positioning enhances the
museum experience

Source: January 23, 2013, “Next In Tech: Indoor Positioning” Forrester report

@sa_powers

Smarter, more contextual interactions
will be critical to delivering successful
digital customer experiences.

Providing contextual, cross-channel
customer experiences is an major
challenge


@sa_powers
46

Technology
silos
Organizational
silos

Lack of
overall, unif
ied
customer
experience
strategy

@sa_powers

Remember three key takeaways as
you start on a contextualization
strategy.


@sa_powers
48

Many decision makers are involved
Which group is the final decision maker for applications that support digital
customer experiences? (Select the best response)
Marketing-technology
shared service group
9%

Other, please
specify
11%

IT
20%

Dedicated customer
experience group
4%

Enterprise architecture
group
5%
Individual lines of
business
12%

Corporate marketing
group
18%

Dedicated
eBusiness or
eCommerce
group
14%
Dedicated online
marketing group
7%

@sa_powers
49

“We’ve hit a wall. We’ve gone as far
as we can without involving IT.”
- CMO, consumer product goods manufacturer


50

Key takeaway #1: Multiple roles are
critical to
personalization, contextualization
success, so plan on working closely
with others.


51

Many technologies are involved
Which of the following technology tools do you play a key role in
evaluating, specifying, and/or administering? (Select all that apply)


52

Please Rate The Following Statement

Our organization prefers a best-of-breed
(vs. suite) approach for customer-facing
applications.
Strongly disagree, 2%

Disagree, 7%

Strongly Agree, 17%

Neither Agree nor
Disagree, 30%

Agree, 44%


53

Companies will need to employ a
modern application architecture


54

Key takeaway #2: Sourcing
technology from vendors who
understand modern application
architecture, and how to connect
the dots for better context.


55

Data for contextualization comes from a
variety of sources

Context demands new, analytics
driven, capabilities

Key takeaway # 3: You will need to
tap into a variety of data sources for
better contextual experience, but it’s
OK to start slowly.


58

Thank you
David Aponovich
daponovich@forrester.com
@daponovich

67 percent
of the
buyer’s
journey is
digital

Your visitors are bombarded
by 100’s of digital messages
each day

Sites
visited, 10

Searches
Facebook
conducted, posts, 1.2
5

Texts, 3
0

Personal
email, 5
4

Business
email, 1
01

Your visitors
have one
One
digital
every 5
interaction
minutes
EVERY 5
MINUTES

The only way to
cut through the clutter
is TO CONNECT
with visitors on a personal
level

THE BUYER HAS CHANGED
• Savvy, noise resistant, information
seekers
• Informed, social, & earned vs. bought
 78% start their research with
search
 78% view vendor websites
 4+ pieces of content
 5576 emails ~ Exec 10x

Today, your company probably markets in silos

EVERYONE IS TIRED OF MARKETERS
INTERRUPTING THEIR LIVES.
IT’S TIME TO CHANGE THE WAY YOU
MARKET TO YOUR CUSTOMERS

If Content is King. Context is
Queen.
• Content is King

Together, they rule the fiefdom
of relevant marketing

INBOUND WEBSITE
Social

Attract

Visitors

Blog

Keywords

Convert

Leads

Targeted
CTAs

Landing
Pages

Premium
Content

Close

Customers

MAP + CRM
Integration

Targeted
Content

Social
Networking

Delight

Happy
Customers

Targeted
CTAs

MAP + CRM
Integration

Media

Customer
Service

FOCUS ON THE BUYER’S JOURNEY
Not your process

Content
Marketing
Drives
Engagement

CONTENT TARGETING
Verb – Using data
about your visitors to
provide
relevant, contextual
content to move them
along in the buyer
journey

WAYS TO TARGET CONTENT
Anonymous Visitors
• Geo-location
• Search term
• Industry
• Company
• Device type

Known Visitors
•
•
•
•
•
•
•
•
•

Geolocation
Search terms
Industry
Company
Title
Role
Customer status
Social graph
Behavioral attributes

Personas

78% Increase in Donations Through Their Website

PERSONA

Noun – a
representation of
a segment of
customers

HOW TO GET THERE
Knowledge
of Visitor

Actionable
view of your
customer
Behavioral
Intent

PERSONA MANAGEMENT
Must Have Attributes
•
Is a prospect
•
In the Healthcare
industry
Target content
“Great web experiences
in your patient portal”
webinar

Must Have Attributes
•
Is a customer
•
With X products
•
In Canada
Nice to have
•
Responded to upgrade
campaign
Target content
“Getting the most out of your
CMS” eBook

Use
Contextual
Content
“Tell a story that
resonates!”
-Seth Goden
9x increase in
inbound traffic
in 6 months

The Devices Are Coming
NO! The Devices Are HERE!

RWD Benefits
• Google Preferred
• Easy to Update

• Designer Friendly
• Future Proof

Define the
mobile
experience
by easily
setting
breakpoints

Upload 1 image and

automatically resize for
breakpoints

768 px

5 MB

480 px

940 px

1210 px

Boost
context

by swapping
images for
different
device types

Increase
engagement
with content
tailored to
specific
devices

Mobile Context

Silicon
Valley
Bank

CONTENT
TARGETING

CREATE TARGETING RULES

Understand customer
behavior and content
to deliver the right
experience to the right
user at the right time in
the right channel

TARGETED CONTENT
WIDGET

PERSONAS

TEST YOUR
IDEAS

CREATE EXPERIMENTS
PAGE VERSIONS

Maximize site
performance through
automated conversion
rate optimization

PAGE ELEMENTS

Conversion Rate Optimization
■ A|B Testing
■
■
■
■

Test Broader Page Concepts
“Low Hanging Fruit”
Lower Traffic Requirements
Difficult to Control External Factors

■ Multivariate Testing
■ More Learning
■ More Complexity, Planning, Traffic

Which Test Won?

A) Delivered 64% More Applications

CONTENT
OPTIMIZATION

FIND & TRACK YOUR
BEST-PERFORMING
KEYWORDS

Develop content that
resonates with your
audience and is
optimized for your SEO
strategy
EVALUATE INDIVIDUAL
PAGES ON YOUR SITE

9X Increase in Page Views
IDENTIFY WHICH SITES ARE
GIVING YOU LINK LOVE

SEE WHICH CHANNELS DRIVE
YOUR BEST TRAFFIC AND LEADS

WEB AND
MARKETING
ANALYICS

CONVERSIONS: SEE WHICH
EVENTS MOVED THE SALES
PROCESS ALONG

Track all of your
marketing activities
and automatically
generate rich reports

MAKE YOUR PAGES
CONVERT BETTER

INBOUND WEBSITE
SEO / Content
Optimization

Blog Tool

Calls to Action

Landing Pages
Analytics

A/B Testing

Social
Amplification

Content
Context
Relevance
Results

Targeting

Premium
Offers

Faceted Search

Mobile
Multichannel

Personas

“Continuous improvement is better than delayed
perfection”
– Mark Twain

DIGITAL EXPERIENCE
MANAGEMENT
PLATFORM
E
C

O
M

MARKETING OPTIMIZATION
BLOGS &
COMMUNITIES

PERSONA
MGMT

CONTENT
TARGETING

MARKETING
AUTOMATION

SOCIAL
PUBLISHING

SEO

MV TESTING

SOCIAL

M

CONTENT MANAGEMENT

E
R

C
E

CRM

ESYNC

CLOUD
MANAGER

EDITING AND
WORKFLO W

MOBILE

SITE CREATION
AND MGMT

VISUAL
PAGE
LAYOUT

SITE SEARCH

WEB ANALYTICS
SHAREPOINT
VIDEO

Bob Canaway
VP of Marketing
Ektron
@bobcanaway

David Aponovich
Sr. Analyst
Forrester
@daponovich

Keep Your Eyes on the Prize Why Context Matters More than Ever

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (17)

Ähnlich wie Keep Your Eyes on the Prize Why Context Matters More than Ever

Ähnlich wie Keep Your Eyes on the Prize Why Context Matters More than Ever (20)

Mehr von Ektron

Mehr von Ektron (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Keep Your Eyes on the Prize Why Context Matters More than Ever

Hinweis der Redaktion