digital by design presentation, figaro digital marketing conference
DESCRIPTION
Chris Vesey (Sitecore) and Simon Nash (Reading Room) presenting at Figaro Digital Marketing ConferenceTRANSCRIPT
Figaro Digital Marketing Conference
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.
Digital by Design?
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’.
Introductions
Simon Nash – Head of PlanningStrategy, Content and Social Media
@simonnash
Introductions
Chris Vezey – Sales DirectorSitecore UK Limited
@SitecoreUK
Digital Marketing has evolved
One to Many > One to One Personalisation Engagement etc
Chris
Chris
Device and channel that
suits me most right now
Customer Experience Management
We’ve reached multi-channel maturity
Chris
The business case has been proven
Chris
Characteristics of mature practitioners
Chris
Room for improvement
Even the most mature organisations still have room for improvement
Chris
We can’t afford to be complacent
Simon
A decade of changing business models
Innovative devices and social networks
Change is now a constant
The economics of value have changed
"We want to make money when people use our
devices, not when they buy our devices,"
Jeff Bezos - Amazon CEO
Organisations are thinking differently
Marketing must continue to evolve
Simon
Marketing Operations that are digital by design
Wrapped in an experience culture
AgilityInnovation
Underpinned by technology
Getting to grips with it all...
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
“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
Contribution to a strategic goal
Launch on Sitecore 09/11/2011
• School wide change programme
• An exciting new brand proposition
• Strategic framework for engagement
• Multi-channel digital presence
• Personalisation and CRM integration
• Marketing Operations
London Business School
Four dimensions of digital transformation
Marketing Technology Operations Culture
Becoming digital by design
Customer focused approach
multi-channelcustomer
engagement
Marketing
Technology
Culture
Operations
Customer focused approach
Organic Growth(Silos,
Fragmentation)
Business transformation
Organic Growth(Silos,
Fragmentation)
Customer focused approach
multi-channelcustomer
engagement
Marketing
Technology
Culture
Operations
Customer focused approach
Thanks...
[Insert Conversation Here]
Or here@simonnash / @SitecoreUK