Presentation on theme: "The Next Marketing Era: Marketing's Digital Command Center"— Presentation transcript:
1The Next Marketing Era: Marketing's Digital Command Center Introducing Sitefinity Version 8.0March 17th 2015Welcome to the Next Marketing Era webcastToday we will be discussing how the web content management is in the process of expanding to become less about publishing content, and more about customer experiences and managing digital journeys across multiple channels.We are fortunate to have a great panel of speakers todayNEXT SLIDE
2Today’s Speakers Ted Schadler, VP and Principal Analyst Forrester ResearchTed serves Application Development & Delivery Professionals. He has 27 years of experience in the technology industry, focusing on the effects of disruptive technologies on people and on businesses. His current research agenda analyzes the expanding role of content and content delivery in a mobile-first, digital-always world, including the effects on web content management and digital experience delivery platforms.Tim Ahlenius, Director of Experience MarketingAmericaneagle.comTim couples practical, strategic thinking with years of real-world management and technical skills. For over 15 years, he has been involved in building, designing, and executing websites for high-profile customers such as Stuart Weitzman, Club 21 Global, Beretta, Erehwon Mountain Outfitters, and USTA. From marketing to design and user interface layouts, Tim has worked on numerous strategy projects, helping guide clients into the next steps for their website and online marketing needs with the support of valuable metrics, gleaned from analytics analysis, SEO analysis, competitive analysis, mobile and social engagement statistics.Martin Kirov, VP of Product Management and Marketing Sitefinity,Telerik, A Progress CompanyMartin has led the development and growth of this division, since inception and is the architect behind its multinational sales and marketing. Kirov established and continues to oversee the division’s rapid global growth including leading all Telerik Sitefinity business teams and is actively involved in tailoring the Sitefinity product and service offering to meet the evolving needs of the digital marketing marketplace.Leading our conversation is Ted Schadler, VP and Principle Analyst from Forrester Research. You might be familiar with Ted from his numerous speaking engagements or his work at Forrester on the Forrester Wave report for Web Content Management Systems.Tim Ahlenius joins us from AmericanEagle.com a leading technology company located in Chicago. Tim’s focus at AmericanEagle.com is on helping their clients with strategy for the next steps on the websites and online marketing needs.Martin Kirov is the VP of Product Marketing and Product Management for the Sitefinity product line from Telerik, A Progress Company and is the senior leader of the teams that scope and deliver a platform that powers over 11,000 websites across the globe.In addition, we will be joined by Svetla Yankova, Product Marketing Manager for the Sitefinity product.NEXT SLIDE
3The Age of the Customer – Ted Schadler AgendaThe Age of the Customer – Ted SchadlerThe New CMS Requirements – Tim AhleniusIntroduction to Sitefinity V8 – Martin KirovDemonstration – Svetla YankovaOur agenda for today’s session will start with Ted who will be supplying an overview of what he is seeing of the market, customer needs and how things are evolving. Tim will give us a look at what he is seeing from the trenches from his work performing 1-on-1 strategy sessions with his clients. Martin will provide an overview of the vision of the Sitefinity platform and the newest developments, and finally Svetla will be showing us exactly how that new technology addresses the challenges that organizations are facing today.We will be addressing questions at the end of the session, so please use the questions functionality and we’ll address as many as we can as time allows and then follow-up with any that we can’t answer by after the session.So, please welcome Ted Schadler of Forrester Research. Ted?
4Master The Critical Role Of Context In Great Customer Experiences Ted Schadler Coauthor of The Mobile Mind Shift@TedSchadler
674%of global business and technology decision-makers assert that improving customers’ experience is a critical or high business priority.24%Rank it as the most important initiative in the next 12 months.Source: Forrester’s Business Technographics® Global Priorities And Journey Survey, 2014
7And that means on every step of a customer’s journey Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report
8High-scoring customer experience companies far outperform their peers Leaders pulled ahead by 20% in 2013 alone.Source: Watermark Consulting (http://www.watermarkconsult.net/)
9What changes in the age of the customer? Customer expectations changeMobile-first and multi-touchpointContextual to me and my situationUrgency changesDigital affects all channelsExecutives tune in and careDelivery changesResponsive based on contextConsistent across the lifecycleTechnology changesNew digital experience delivery platformsNew stakeholders and budgets
10The demand for mobile apps and sites is generational 23% expect their experience to change based on location.Source: Business Technographics Global Telecom And Mobility Workforce Survey, 2015
11The mobile mind shift is the expectation that I can get what I want in my immediate context and moments of need.Image source: Associated Press (AP.org), photo by Michael Sohn
12DeviceBehaviorSocial profileHistoryContext defined: the sum total of everything we know about a customer based on her behavior, history, and what she has sharedPreferencesChannelLocation
13Context in action Waze Newspaper Audi dashboard …Here, we see the new Audi TT’s dashboard, which they just revealed at CES earlier this year. The whole thing is 12.3 inch digital LCD screen, and the display automatically and dynamically changes to the context of your driving situation – or based on your commands. All of your standard info is there, but look at the wealth of contextual information right in front of your eyes as you’re driving. GPS/nav reveals not just where you are and where you’re headed, but the nearest hospital, fuel stations, and other areas of business. Just imagine – my next car could automatically tell me where the nearest Starbucks is right here in my dash display, mercilessly enabling my caffeine dependency, no matter where I am. You see, our context is becoming embedded in everything we use – in the world around us…
14Context is the new remit. But how do you take advantage of it? You need rethink marketing. It needs to be based on deeper customer insights, derived from the interactions you have with them every single day. Much like the connected product interactions we’re having with our cars, our FitBits, or even our coffee…your customers will demand CONTEXT in every interaction they have with you.
15Plot context on every step of the lifecycle Customer reviews and storiesCustomer communicationsSocial media interactionsLoyalty applicationMarketing contentUser-generated contentSearch engine optimizationMicrosites and landing pagesDigital marketing: , mobile, socialKey:WCM-hosted WCM-supportedEducational contentService request formsSelf-service portalsEmployee portalsLive chatCommunitiesProduct contentVideo contentRatings and reviewsTargetingFaceted searchProduct configuratorsShopping toolsRecommendation engineThese capabilities support every step:Content authoring and managementMobile web and mobile appsDigital asset managementAnalyticsCustomer data and segmentationHow to guidesHow to videosCustomer portalsPartner portalsTransaction integrationInventory integrationLive chatLoyalty application
16Implement a digital experience delivery platform
17Tap into marketing and business budgets “What percentage of the technology and services budget for customer-facing web and mobile initiatives do these groups own?”Base: 135 digital customer experience decision-makersSource: Forrester Research, Digital Experience Delivery Online Survey, 2015
18Master contextual experience delivery Determine your brand’s North star.Identify your unique interaction cycle in support of that.Define your strategy1Reconceive the role of content to provide utility.Embrace iterative and agile approaches.Reorganize your processes2Take inventory of your existing technology assets.Identify technologies needed to build the experiences.Assemble your digital experience technology3Use big data technologies to get predictive.Compress the insights-to-execution process.Accelerate innovation with analytics4This whole thing begins with finding the soul of your brand. Find your our North star - the guiding principle that shapes your brand’s identity in people’s lives…whether it’s fast driving, living healthier lives, or enjoying flavorful foods. Only after you’ve determined that, can you identify your opportunity to create a unique interaction cycle that supports your brand promise.Next, you need to attack your process. If the purpose of your campaigns change, so too must the process of developing and executing your programs. Focus on the utility of your content, and on speed, iteration, and agility in your execution.Get smart about your technology assets now. Look at what you’re using and how it affects customers. You’ll inevitably uncover gaps in your current capabilities that will lead you to seek new technology. Just don’t do that in a vacuum. Engage your technology management colleagues, agencies, and other partners in the quest.Finally, think of analytics as a source of innovation. While you may be getting tired of the hype around big data (or not), it will play a critical role in your contextual marketing engine. Whatever you choose to use here, strive to compress the data-to-insight process.
20The New CMS Requirements Tim Ahlenius, Director of Experience MarketingAmericanEagle.com
21Challenges for Digital Marketers Marketers need to create a unique personalized digital experiences requiring a responsive CMSBig data cannot mean big effortOrganizations need advanced digital marketing features, but they are often the hardest to useTechnology has to continually learn and recommend options
22Real Word Examples of the Sitefinity Digital Experience Cloud The PublisherFocused on segmentation and personalized content to drive unique experiences for schools, library and individualsIncreased optimizations for subscription sign-ups and initial leadsMore effective targeting of their vast amount of reference materialThe AssociationTarget content to both their members and general publicUnderstand content consumption per segment
23Introducing Sitefinity Digital Experience Cloud Martin KirovVP Product Management & Product Marketing
24Who owns the entire Customer journey? Organizational SilosSocial Media TeamTwitter followers, retweets etc.Demand Generation TeamInquiries, Whitepaper downloadsWho owns the entire Customer journey?Sales TeamCalls, MeetingsContent Marketing TeamBlog visits, comments etc.
25Digital Marketing Today The Future of Digital Marketing Functional ChallengesDigital Marketing TodayThe Future of Digital MarketingCustomer Engagement data stored in various disconnected systemsAggregate - customer engagement data from all channels and all systems is stored in one central placeA lot of customer data is hard or impossible/too time consuming to analyzeAnalyze – apply machine learning to identify behavior patters and provide data-driven insights and recommendationsAdapting the experience to customer behavior is challengingEngage – optimize the experience of each customer across channelsPredicting marketing results and proving the effectiveness of campaigns is hard and inaccurateMeasure - ROI from marketing campaigns can be proven.
26Introducing Sitefinity Digital Experience Cloud The Digital Marketing Cloud Platform for tracking analyzing and shaping every step of the customer journey
27Digital Experience Cloud CRMSalesforceMS DynamicsOtherWebsiteSitefinityNon-Sitefinity WebsitesDigital Experience CloudData Upload in Standard FormatMeasurementConversion TrackingCampaign TrackingMarketing AttributionSocial MediaFacebookTwitterLinkedInMarketing AutomationMarketoEloquaHubSpotCustomer Journey Analysis360° Degrees Contact ProfilingPredictive AnalyticsPrescriptive AnalyticsPersona Profiling and Lead ScoringCustomer Journey OptimizationReal-time PersonalizationMarketingCalls, etc.Mobile AppsMobile SDK for custom dataCustomRelational DatabasesExcel
28Digital Experience Cloud Experience Delivery Platform Sitefinity V8.0Digital Experience CloudExperience Delivery PlatformUnderstand and Optimize the Customer JourneyCustomer Journey AnalysisPredictive and Prescriptive AnalyticsMeasurement and OptimizationDeliver Guided Customer Journey Across ChannelsWebMobileEcommerceMarketingSocial MediaAnalyzeAct
29Sitefinity Digital Experience Cloud Demo Digital Command Centerfor Marketers