This document discusses digital engagement and customer experience. It notes that customer experience is based on all customer interactions with a company. It also discusses the evolution of web content management from earlier versions to current digital experience management capabilities. Mobile is described as more than just another channel, with its own interaction patterns and context. The document advocates that brands view consumer empowerment as an opportunity and lists six things brands must do to engage customers, like being open, a good listener, and consistent. Digital engagement is described as complex due to individual customer journeys, its cumulative nature, and enabling technologies.

1. It’s Time To Become Part of the
47%
Scott Liewehr, President and Principal Analyst
@sliewehr | @just_clarity | #ektronsynergy
November 9, 2012

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3. Sunday
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4. Monday
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5. Tuesday
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6. Wednesday
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7. Thursday
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8. Friday
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9. Saturday
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10. Sunday
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11. Monday - Tuesday
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12. Neighbor’s car
Wednesday
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13. Thursday
morning
pic
Thursday
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14. Friday
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17. Three Synergy 2012 themes
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18. 1. Customer experience is where it’s at
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19. 2. Mobile, mobile, mobile
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20. 3. Ektron loves developers…
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21. …and worships marketers
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22. Customer Experience
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23. A customer’s holistic perception of a
company and its offerings based on all
of the customer’s interactions with the
company…
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24. Ektron introduces DXM
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25. Great, another acronym…
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27. Evolution of WCM
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28. Ektron CMS100 offers a cost-effective Web
content management application for Web
sites...allowing anytime, anywhere publishing.
Business users are empowered to update the
Web pages that are assigned to them. No
knowledge of HTML is necessary. It is designed
for ease of use by nontechnical business users
who create content, allowing site administrators
to control all aspects of the system, including
the look and feel and user privileges.
From this…
CMS100 v2.1, Circa 2002
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29. …and this…
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30. Ektron Digital Experience Management enables
companies to acquire more customers and
deliver consistent, relevant content across all
digital channels in a way that can be
measured and optimized to achieve business
results.
…to this
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31. …and this…
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33. What experience you trying to create?
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34. Mobile is not just another channel
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36. What makes mobile different?
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37. § Screen size
§ Interaction patterns
§ Dynamic context
-­‐
Tom
Wentworth,
Marketer
Strategist
Extraordinaire,
Ektron
37

38. “The mobile shift marks an
evolutionary leap to the era of
ubiquitous computing.”
-­‐
Tim
Walters,
Principal
Analyst,
Digital
Clarity
Group
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39. Single Channel
Multi-Channel
Cross-Channel
De-Channeled
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41. “As we enter the era of ubiquitous computing,
winning brands will offer
transparently de-channeled
customer experiences.”
-­‐
Tim
Walters,
Principal
Analyst,
Digital
Clarity
Group
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43. WEM and CEM / CXM are complex
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44. All
the
new
bells
/
whistles
New capabilities
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45. IT is the Tom Sawyer of WCM
Source:
hOp://beinecke.library.yale.edu/dl_crosscollex/brbldl/
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46. Not everyone has learned the tricks
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49. After all, it’s all about content, right?
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50. Hence, Hubspot makes sense…
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52. Let’s talk about engagement…
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53. “Engagement occurs when a
consumer interacts with a brand,
and elects to invest in it physically,
financially or emotionally.”
-­‐
ScoO
Liewehr,
Principal
Analyst,
Digital
Clarity
Group
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54. Most valued currency on the web
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55. Brands that view the consumer
empowerment phenomenon as
an opportunity will win.
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56. 6 things brand must do…
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57. 1. Be open
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58. 2. Be a good listener
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59. 3. Be prepared
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60. 4. Be knowledgeable
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61. 5. Be consistent
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62. 6. Be relevant
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63. Digital
Engagement:
Puzzling,
Isn’t
It?
§ Multiple variables
§ Nearly infinite combinations
§ Handful of solutions
§ Practice makes perfect
§ Proven techniques exist
Engagement is complex

64. Sources of complexity:
Individual by nature

65. Understanding where your
audience is on the engagement
journey is a critical business
asset
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66. Sources of complexity:
Cumulative effect

67. “The biggest risk to engagement
is the failure of a single
interaction.”
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68. Sources of complexity:
Enabled by technology

69. But, a trail has been blazed
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71. But, I’m B2B, so it doesn’t apply
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73. The bar is set high…
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74. …but you have all the tools you need
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75. “With great power
comes great
responsibility.”
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76. Thank you
Scott Liewehr | @sliewehr
sliewehr@digitalclaritygroup.com

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