Digital by Design: How to Optimize Your Marketing for an Increasingly Digital World
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The Figaro Digital Marketing Conference focused on how organizations can become "digital by design" by re-engineering their business models from the ground up using a digital approach. Speakers discussed how marketing has evolved from one-to-many communication to personalized one-to-one engagement across multiple devices and channels. While many organizations have reached multi-channel maturity, there is still room for improvement. Marketing must continue to evolve through innovation, agility, and technology underpinned by an experience-focused culture. Digital transformation involves changes to marketing, technology, operations, and culture.
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Digital by Design: How to Optimize Your Marketing for an Increasingly Digital World
- 1. Figaro Digital Marketing Conference DIGITAL BY DESIGN
- 2. Digital by Design? In order to flourish in an increasingly digital world, organisations must do more than simply adapt to technology and opportunities as they emerge.
- 3. Digital by Design? Business models are evolving and Marketers are ideally placed to take the lead in re-engineering businesses from the ground up; to help them become ‘digital by design’.
- 4. Introductions Simon Nash – Head of Planning Strategy, Content and Social Media @simonnash
- 5. Introductions Chris Vezey – Sales Director Sitecore UK Limited @SitecoreUK
- 6. Digital Marketing has evolved One to Many > One to One Personalisation Engagement etc Chris
- 7. Customer Experience Management Device and channel that suits me most right now Chris
- 8. We’ve reached multi-channel maturity Chris
- 9. The business case has been proven Chris
- 10. Characteristics of mature practitioners Chris
- 11. Room for improvement Even the most mature organisations still have room for improvement Chris
- 12. We can’t afford to be complacent Simon
- 13. A decade of changing business models
- 14. Innovative devices and social networks
- 15. Change is now a constant
- 16. The economics of value have changed
- 17. Organisations are thinking differently "We want to make money when people use our devices, not when they buy our devices," Jeff Bezos - Amazon CEO
- 18. Marketing must continue to evolve Simon
- 19. Marketing Operations that are digital by design
- 20. Wrapped in an experience culture Innovation Agility
- 22. Getting to grips with it all...
- 23. easyJet Challenge • 364 million visits in 2011 • Home page as entry to booking system • 50% of visitors know where and when • Personalisation needed for other 50% to make travel planning easier • Solution • Use of GeoIP to select local airports with live pricing • Hero banner personalised to visitor persona based on activity • Result • Peak of 2.5 million visitors online during January sale • Five sales per second - filling two planes a minute • 20% uplift in conversions • Now looking to extend personalisation across entire booking lifecycle, providing reminders, tailored offers across email and mobile
- 24. Contribution to a strategic goal “During the easyJet January Sale, easyJet’s biggest to date, our personalised homepage was helping fill two planes every minute” Richard Levin, easyJet Launch 09/11/12 Launch on Sitecore 09/11/2011
- 25. London Business School • School wide change programme • An exciting new brand proposition • Strategic framework for engagement • Multi-channel digital presence • Personalisation and CRM integration • Marketing Operations
- 26. Four dimensions of digital transformation Marketing Technology Operations Culture
- 27. Becoming digital by design Culture multi-channel Customer focused customer approach engagement Marketing Operations Organic Growth Customer focused (Silos, Fragmentation) approach Technology
- 28. Business transformation Culture multi-channel Customer focused customer approach engagement Marketing Operations Organic Growth Customer focused (Silos, Fragmentation) approach Technology
- 29. Thanks... [Insert Conversation Here] Or here @simonnash / @SitecoreUK
Hinweis der Redaktion
- Remember the webmaster? We’ve come a long way in the world of digital marketing since the webmaster from IT was in charge of our presence on the world wide web. Now the talk is of multichannel digital marketing. We have recognised (because we are also the audience!) that our audience’s digital life is far more rich and sophisticated than simply reading pages on our website. Now we use the device that gives us the best experience with the least effort and cost to connect with our information sources and channels. We not only use the website from our PC – we use our smartphone, our tablet, we read email, interact in our chosen social networks.And the organisations with whom we are engaging have recognised that not only do they need to provide access to their information across these channels but they also have recognised (because they are we) that a simple one-size-fits-all approach to digital content isn’t the best we can do. It’s not enough to have a one-to-many communications because we are all different and at different stages in our buying journey (or should I say our lifetime customer journey – we want to engage with our customers after they have bought, after all, and turn customers into brand advocates) – so we need a one-to-one conversation – which uses personalisation to provide me with relevant information and recognises that the information I need at the beginning of my journey is different to the information I need much later in my journey.
- Remember the webmaster? We’ve come a long way in the world of digital marketing since the webmaster from IT was in charge of our presence on the world wide web. Now the talk is of multichannel digital marketing. We have recognised (because we are also the audience!) that our audience’s digital life is far more rich and sophisticated than simply reading pages on our website. Now we use the device that gives us the best experience with the least effort and cost to connect with our information sources and channels. We not only use the website from our PC – we use our smartphone, our tablet, we read email, interact in our chosen social networks.And the organisations with whom we are engaging have recognised that not only do they need to provide access to their information across these channels but they also have recognised (because they are we) that a simple one-size-fits-all approach to digital content isn’t the best we can do. It’s not enough to have a one-to-many communications because we are all different and at different stages in our buying journey (or should I say our lifetime customer journey – we want to engage with our customers after they have bought, after all, and turn customers into brand advocates) – so we need a one-to-one conversation – which uses personalisation to provide me with relevant information and recognises that the information I need at the beginning of my journey is different to the information I need much later in my journey.
- So it’s not just digital marketing we’re talking about now but multichannel digital marketing. Digital marketing that is a conversation sustained across multiple channels. What I Like on Facebook affects what I see on the website. What pages I view on the website informs the information I see in the emails I receive. The research I do on my smartphone is not lost when I get home and go to the website – but I can pick up from where I left off.And organisations recognise the need for this multichannel approach to providing a consistent, coherent and engaging experience to its customers. Forrester recently produced a report called The Multichannel Maturity Mandate where they surveyed 226 organizations in the US, Canada, Germany,Scandinavian countries, Singapore, and the UK to evaluate perceptions around and the current state of multichannel marketing practices. Survey participants included marketing decision-makers in both B2B and B2C organizations with 100 or more employees. Questions provided to the participants asked about current marketing practices, processes, and technologies, as well as perceived and actual returns on multichannel investments/practices. The study was conducted in December 2011.There were many fascinating results from this report. The first was that multichannel marketing is already a proven discipline. In the survey, 40% of respondents called themselves “mature” in the practice of multichannel marketing whilst forty-one percent reported that they are transitioning to multichannel marketing. And the discipline of multichannel marketing has been applied to largely the same extent regardless of the company size or the customer type, and across geography.Also, the respondents saw multichannel marketing as an opportunity rather than as a solution to a problem. Despite the challenges that channel proliferation has generated, marketers regard multichannel marketing as an opportunity for gain and improvement, rather than as a solution to a problem. For example, 77% of respondents agreed or strongly agreed with the statement, “We will drive more sales and profit by evolving into an effective multichannel marketingcompany.” Only 35% responded in kind to the contrapositive statement, “We lose business because we are not able to integrate customer interactions across multiple channels.”
- The fact that marketers see multichannel marketing as an opportunity is easy to understand when you see the kind of results that have been achieved and, not surprisingly, the best results have been achieved by those who viewed themselves as mature practitioners. These companies have achieved significant benefits. The biggest gain reported by respondents was in the dimension of reach, with 48% of respondents reporting more than 15% increase in impressions. The second highest benefits were realized in customer satisfaction, with 43% of respondents reporting more improvements of more than 15%. Realized benefits extended beyond the marketing organization; 24% reported more than a 15% reduction in sales cycle times.Practitioners experienced improvements in campaign performance where more than 60% of the mature multichannel practitioners reportedmore than a 10% increase in campaign payback.Operational performance was improved as well - forty percent of mature multichannel marketers reported increases of more than 15% in revenue that are attributed to marketing programs. Sixty percent reported a gain of more than 10% in return on marketing investment.There was better alignment between marketing and sales - marketing teams are 11% more likely to be a primary contributor to the sales pipeline, and 40% more likely to collaborate with sales on field programs. In addition, 60% of this group attributed a reduction in the end-to-end sales cycle time of more than 10% to their multichannel marketing efforts.When survey respondents were asked about perceived benefits from investments in multichannel marketing, “customer satisfaction” was at the top ofthe list with 27% of respondents listing it as their top choice. In fact, the survey results revealed significant gains in customer satisfaction, with 69% of mature practitioners reporting CSAT (customer satisfaction) improvements of more than 10%.And tactical results fed into strategic goals where, for example, tactical results (such as increasing campaign conversions) supported strategic gains such as improving return on marketing investment.
- Forrester found that there were significant differences in actual practice.Mature practitioners differed from less mature practitioners in that they adopted a much more collaborative approach with sales. Mature multichannel marketers have a higher recognized contribution to pipeline and higher revenue attribution than other marketers. So, it’s not surprising that they also indicated better collaboration with their sales colleagues. The enhanced interaction ranges from executing field programs to working, jointly, on collateral and messagingMature practitioners were much more aggressive in their adoption of technology. Sixty-four percent of mature multichannel marketers reported that they are at the forefront of technology adoption, versus only 42% for the average company.And, not surprisingly, this is supported by better relationships with IT. Fifty-six percent of mature multichannel marketers reported an “excellent” relationship with IT, and characterized the relationship as one in which IT “understands our requirements and we almost always achieve our technology objectives.
- Yes, all the above notwithstanding, there is still plenty of room for improvement.For example, processes are only loosely integrated – some better than others. “Customer data management” claimed the high mark as a well-integrated process at 43%. “Mobile marketing” ranked at the bottom with only 25% of respondents indicating that processes for mobile marketing were well integrated into the overall marketing mix. Further process integration offers significant opportunity to drive incremental benefit from multichannel marketing efforts.Marketing teams are challenged when creating and managing customer experiences on their websites and other digitally enabled touchpoints becausethe ecosystem of solutions they use is siloed (see Figure 10). Email campaigns are designed and delivered with one system; social media campaigns with another; digital events with yet another. Marketing programs and customer engagement is planned with no insight into customer behavior on the website. These technology silos make it impossible to understand both the impact of campaigns, and the behavior of customers, across multiple channels.Customer experience is still largely managed across organizational silos. Organizational silos are a legacy problem that still plagues many firms. Too often, they organize personnel, customer data, and marketing technology within individual lines of business or channels (see Figure 11). The net result? Customer experience becomes more complex, disjointed, and fragmented.
- So there’s plenty of work to be done and the targets are constantly moving so organisations cannot afford to be complacent!Brian Solis writes of Digital Darwinism. Society and Tech evolving faster than organisations. The message is that businesses must continue to evolve whatever their digital maturity.
- 1st wave of disruptive brands changed everything – financial transactions (paypal), shopping (ebay), the music industry (itunes), information searches (google, wikipedia), distribution (amazon), communications (skype), content (yahoo)
- New devices and social networks consolidated the shift to an entirely new way of thinking and doing business. Suddenly everything was local, social and mobile. And Nike+ got us thinking differently about everyday objects and brands.
- Since then it has been open season!Now the web has matured, the global economy has evolved - personalisation, automation, cloud computing, big data, Foursquare, Sales force chatter, airbnb, patientslikeme, lego, barclayspingit, Nike Fuel. product to service orientation, less ownership more rental, gestures, collapse of media distribution models – film, tv and press, no desktop pcs, expert customers, end of the callcentre, 3d printing / manufacturingSavvy traditional businesses are adapting their business model – Nike +, Amazon Kindle Fire, google glassesOr risking their very existence by failing to adaptKindle - amazon don’t want to make money from devices they just want to make money from people using them.
- So without radical structural reform organisations will permanently be on the back footAlways at a disadvantage to newer digital businessesSome of the things that mark out these new digital businesses are Service oriented approach Multi-platform approach, ecosystem Global experience language Seamless connectivity, no legacy Single view of the customer Streamlined back end systems / fulfilment Personalisation and flexibility Always on content
- Best practice digital marketing requires us to re-imagine our businesses from the ground upWhilst immature, digital was propped up by traditional channels – lots of focus on engagementBut now the expectation is that digital will stand on its own feet and deliver results but many organisations are trapped by outdated marketing infrastructure. Time to think beyond engagement - end to end Marketing Operations Management is the route to ROI Take the lead in driving digitally inspired change People & Culture Service Design Operational processes Data management Supply chain logistics Continuous Improvement
- Best practice digital marketing requires us to re-imagine our businesses from the ground upWhilst immature, digital was propped up by traditional channels – lots of focus on engagementBut now the expectation is that digital will stand on its own feet and deliver results but many organisations are trapped by outdated marketing infrastructure. Time to think beyond engagement - end to end Marketing Operations Management is the route to ROI Take the lead in driving digitally inspired change People & Culture Service Design Operational processes Data management Supply chain logistics Continuous Improvement
- Technology can help. Given that our aim is to deliver a consistent and relevant experience to our visitors regardless of the channel through which they choose to interact with us, it is obvious that adopting a siloed piecemeal approach to the multichannel marketing technology platform isn’t going to be optimal. It is, after all about serving the right information out through the right channel to the visitor; taking into account the customer’s current and historical context. This is not possible unless you have a 360 view of the customer which evolves through their multichannel interactions with you. This is a 360 view that is dynamic and instantly actionable. The view of the customer shouldn’t be arrived out after the integration and manipulation of multiple data sets. By the time you’ve done that the customer has gone! The system needs to react appropriately with up-to-date information.The technology platform should support dynamic, cross-channel conversations with customers – this isn’t possible using a series of semi-automated un-integrated software tools.And with this single multichannel marketing platform marketers need to stop thinking about campaigns and start thinking about engagement. It isn’t about offers and products and features it is about meeting the changing information needs of the customer throughout their buying journey.But do you know how well you are doing? Simply measuring activity quantitatively isn’t sufficient. If you run a campaign to draw more people to your website how do you know whether it is successful? By how many people come to the site? You could attract hundreds of no-hopers or you could attract 10s of valuable people. Unless you have a way of measuring the value of what they do when they come to your site you’re in the dark. You don’t want to have to wait until they actually buy something – especially if it’s a long sales cycle. You need some indication of value much higher up the sales funnel. Identifying those transaction points on your website and assigning a relative qualitative value starts to give you some grasp on the quality and value of visitors. With this information, this shared metric, you have a measure that you can use to evaluate performance and thereby optimise the behaviour of your engagement conversation. It is this immediate evaluation and agile response that tunes and optimises the platform
- How and whyLondon Business School are transforming their business with Sitecore and Reading Room. BrandCRMSales ProcessCMSAdaptive MobileSocial FrameworkEducation(Idea! – pre-recorded video interview with the dean or maybe even one of the rock star faculty like Gary Hamel)
- Conclusion; the multi-channel digital business model is a proven success and audience engagement is giving way to a more results focused customer journey management mindset. In today’s fast moving digital context markets don’t get eroded they disappear overnight. Don’t get left behind, take a long hard look at your business model and the marketing operations it depends on. Adopt a flexible change oriented approach, tackle legacy technology issues and choose an integrated technology stack capable of supporting a seamless multi-channel digital marketing.
- Conclusion; the multi-channel digital business model is a proven success and audience engagement is giving way to a more results focused customer journey management mindset. In today’s fast moving digital context markets don’t get eroded they disappear overnight. Don’t get left behind, take a long hard look at your business model and the marketing operations it depends on. Adopt a flexible change oriented approach, tackle legacy technology issues and choose an integrated technology stack capable of supporting a seamless multi-channel digital marketing.
- Conclusion; the multi-channel digital business model is a proven success and audience engagement is giving way to a more results focused customer journey management mindset. In today’s fast moving digital context markets don’t get eroded they disappear overnight. Don’t get left behind, take a long hard look at your business model and the marketing operations it depends on. Adopt a flexible change oriented approach, tackle legacy technology issues and choose an integrated technology stack capable of supporting a seamless multi-channel digital marketing.