Presentation is loading. Please wait.

Presentation is loading. Please wait.

CONFIDENTIAL The Next Marketing Era: Marketing's Digital Command Center Introducing Sitefinity Version 8.0 March 17th 2015.

Similar presentations


Presentation on theme: "CONFIDENTIAL The Next Marketing Era: Marketing's Digital Command Center Introducing Sitefinity Version 8.0 March 17th 2015."— Presentation transcript:

1 CONFIDENTIAL The Next Marketing Era: Marketing's Digital Command Center Introducing Sitefinity Version 8.0 March 17th 2015

2 CONFIDENTIAL Today’s Speakers Ted Schadler, VP and Principal Analyst Forrester Research Ted 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. Martin Kirov, VP of Product Management and Marketing Sitefinity, Telerik, A Progress Company Martin 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. Tim Ahlenius, Director of Experience Marketing Americaneagle.com Tim 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.

3 CONFIDENTIAL Agenda The Age of the Customer – Ted Schadler The New CMS Requirements – Tim Ahlenius Introduction to Sitefinity V8 – Martin Kirov Demonstration – Svetla Yankova

4 Master The Critical Role Of Context In Great Customer Experiences Ted Schadler Coauthor of The Mobile Mind

5 © 2014 Forrester Research, Inc. Reproduction Prohibited5 We live in the age of the customer

6 © 2014 Forrester Research, Inc. Reproduction Prohibited6 74% of global business and technology decision-makers assert that improving customers’ experience is a critical or high business priority. Source: Forrester’s Business Technographics ® Global Priorities And Journey Survey, % Rank it as the most important initiative in the next 12 months.

7 © 2014 Forrester Research, Inc. Reproduction Prohibited7 Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report And that means on every step of a customer’s journey

8 © 2014 Forrester Research, Inc. Reproduction Prohibited8 Leaders pulled ahead by 20% in 2013 alone. High-scoring customer experience companies far outperform their peers

9 © 2014 Forrester Research, Inc. Reproduction Prohibited9 What changes in the age of the customer? › Customer expectations change Mobile-first and multi-touchpoint Contextual to me and my situation › Urgency changes Digital affects all channels Executives tune in and care › Technology changes New digital experience delivery platforms New stakeholders and budgets › Delivery changes Responsive based on context Consistent across the lifecycle

10 © 2014 Forrester Research, Inc. Reproduction Prohibited10 The demand for mobile apps and sites is generational Source: Business Technographics Global Telecom And Mobility Workforce Survey, % expect their experience to change based on location.

11 © 2014 Forrester Research, Inc. Reproduction Prohibited11 The 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

12 © 2014 Forrester Research, Inc. Reproduction Prohibited12 Social profileHistory Location Preferences Channel Context defined: the sum total of everything we know about a customer based on her behavior, history, and what she has shared Behavior Device

13 © 2014 Forrester Research, Inc. Reproduction Prohibited13 Context in action

14 © 2014 Forrester Research, Inc. Reproduction Prohibited14 Context is the new remit. But how do you take advantage of it?

15 © 2014 Forrester Research, Inc. Reproduction Prohibited15 Transaction integration Inventory integration Live chat Loyalty application How to guides How to videos Customer portals Partner portals Product content Video content Ratings and reviews Targeting Faceted search Product configurators Shopping tools Recommendation engine Customer reviews and stories Customer communications Social media interactions Loyalty application Educational content Service request forms Self-service portals Employee portals Live chat Communities Marketing content User-generated content Search engine optimization Microsites and landing pages Digital marketing: , mobile, social These capabilities support every step: Content authoring and management Mobile web and mobile apps Digital asset management Analytics Customer data and segmentation Key: WCM-hosted WCM-supported Plot context on every step of the lifecycle

16 © 2014 Forrester Research, Inc. Reproduction Prohibited16 Implement a digital experience delivery platform

17 © 2014 Forrester Research, Inc. Reproduction Prohibited17 Source: Forrester Research, Digital Experience Delivery Online Survey, 2015 Tap 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-makers

18 Master contextual experience delivery Determine your brand’s North star. Identify your unique interaction cycle in support of that. Define your strategy 1 Reconceive the role of content to provide utility. Embrace iterative and agile approaches. Reorganize your processes 2 Take inventory of your existing technology assets. Identify technologies needed to build the experiences. Assemble your digital experience technology 3 Use big data technologies to get predictive. Compress the insights-to-execution process. Accelerate innovation with analytics 4

19 Thank you Ted Schadler

20 CONFIDENTIAL The New CMS Requirements Tim Ahlenius, Director of Experience Marketing AmericanEagle.com

21 Challenges for Digital Marketers Marketers need to create a unique personalized digital experiences requiring a responsive CMS Big data cannot mean big effort Organizations need advanced digital marketing features, but they are often the hardest to use Technology has to continually learn and recommend options

22 Real Word Examples of the Sitefinity Digital Experience Cloud The Publisher Focused on segmentation and personalized content to drive unique experiences for schools, library and individuals Increased optimizations for subscription sign-ups and initial leads More effective targeting of their vast amount of reference material The Association Target content to both their members and general public Understand content consumption per segment

23 CONFIDENTIAL Introducing Sitefinity Digital Experience Cloud Martin Kirov VP Product Management & Product Marketing

24 Organizational Silos Social Media Team Twitter followers, retweets etc. Demand Generation Team Demand Generation Team Inquiries, Whitepaper downloads Sales Team Calls, Meetings Content Marketing Team Blog visits, comments etc. Who owns the entire Customer journey?

25 Functional Challenges Digital Marketing Today The Future of Digital Marketing Customer Engagement data stored in various disconnected systems A lot of customer data is hard or impossible/too time consuming to analyze Adapting the experience to customer behavior is challenging Predicting marketing results and proving the effectiveness of campaigns is hard and inaccurate Aggregate - customer engagement data from all channels and all systems is stored in one central place Analyze – apply machine learning to identify behavior patters and provide data-driven insights and recommendations Engage – optimize the experience of each customer across channels Measure - ROI from marketing campaigns can be proven.

26 Introducing Sitefinity Digital Experience Cloud The Digital Marketing Cloud Platform for tracking analyzing and shaping every step of the customer journey

27 Digital Experience Cloud CRM Salesforce MS Dynamics Other Website Sitefinity Non-Sitefinity Websites Social Media Facebook Twitter LinkedIn Marketing Automation Marketo Eloqua HubSpot Custom Relational Databases Excel Mobile Apps Mobile SDK for custom data Data Upload in Standard Format Customer Journey Analysis 360 ° Degrees Contact Profiling Predictive Analytics Prescriptive Analytics Persona Profiling and Lead Scoring Customer Journey Optimization Real-time Personalization Marketing Calls, etc. Measurement Conversion Tracking Campaign Tracking Marketing Attribution

28 CONFIDENTIAL Sitefinity V8.0 Deliver Guided Customer Journey Across Channels  Web  Mobile  Ecommerce  Marketing  Social Media Deliver Guided Customer Journey Across Channels  Web  Mobile  Ecommerce  Marketing  Social Media Understand and Optimize the Customer Journey  Customer Journey Analysis  Predictive and Prescriptive Analytics  Measurement and Optimization Understand and Optimize the Customer Journey  Customer Journey Analysis  Predictive and Prescriptive Analytics  Measurement and Optimization AnalyzeAct Digital Experience Cloud Experience Delivery Platform

29 CONFIDENTIAL Sitefinity Digital Experience Cloud Demo Digital Command Center for Marketers

30 CONFIDENTIAL Questions?


Download ppt "CONFIDENTIAL The Next Marketing Era: Marketing's Digital Command Center Introducing Sitefinity Version 8.0 March 17th 2015."

Similar presentations


Ads by Google