Presented By // Lars Birkholm Petersen

@LarsBirkholm

May 14th 2015

Digital marketing anno 2015

Buying my iPhone 6

Dis-Engaged

Dis-Nurtured

… not a content problem

We Live in The Age of the (Connected) Customer

Source: Forrester Research, Inc.

1900

Age of Manufacturing

Mass manufacturing

makes industrial

powerhouses successful

1960

Age of Distribution

Global connections and

transportation systems

make distribution key

1990

Age of Information

Connected PCs and supply

chains mean those that

control information flow

dominate

2010

Age of the Customer

Empowered buyers

(regardless of whether it’s

b2b or b2c) demand a

new level of customer

obsession

It’s already happening

The Steps Towards Creating Lifetime Customers

Digital Marketing

Experience Marketing

Brand Experience

Experience Marketing

Collect and Connect data to Establish Single

View of Each Contact

Align objectives, strategies and

tactics

Provide real-time contextualized

experiences that supports

customer needs

≠ Your Business ObjectiveLikes ≠ Email Opens ≠ Visits ≠ App Downloads

Know what you are optimizing for

The holy grail – your customer!

Map content to journeys and customer intent

Discover Research

JamesFamily Car Buyer

Touch points: Touch points:

Intent: Intent:

How can Intent be revealed: How can Intent be revealed:

Their Objective: Their Objective:

Our Objective: Our Objective:

Persuasive Content Needed: Persuasive Content Needed:

EricaBusiness Leaser

Touch points: Touch points:

Intent: Intent:

How can Intent be revealed: How can Intent be revealed:

Their Objective: Their Objective:

Our Objective: Our Objective:

Persuasive Content Needed: Persuasive Content Needed:

- Geo Location

- Campaigns

- PPC, Display, Emails etc.

- Referrals

- Onsite Behavior

Good places to start for personalization of unknown visitors

Quick Wins

Average conversion lift by using personalization

Source: The Realities of Online Personalization, eConsultancy April 2013

Digital Transformation step by step

Source: Connect How to Use Data and Experience Marketing to Create Lifetime Customers, Wiley 2014

Source: Connect How to Use Data and Experience Marketing to Create Lifetime Customers, Wiley 2014

67%18.4%

3.2%1.8%

4.3%0.9%

4.4%

27%

60%

73%

40%

0% 50% 100%

All

Mature

Yes No

Using Testing

28%

47%

72%

53%

0% 50% 100%

All

Mature

Yes No

Using Personalization

31%

51%

69%

49%

0% 50% 100%

All

Mature

Yes No

Using Marketing Automation✔ Executive Commitment

✔ Aligned Objectives

✔ Digital is strategy

Next Steps

Layers of Experience Marketing

Connect most used touch points and

optimize the experience based on

the single view

Connect the experience on digital

channels with marketing campaigns

Relevant marketing campaigns according

to customer needs and life cycle stages

Your Customers

Identify your dis-connected experiences

Get Started now

Lpe@Sitecore.net@LarsBirkholmww.ConnectTheExperience.com

www.sitecore.net