Building an Effective Global Digital Marketing Platform
Christopher [email protected]
Websites
• Content only• Not localised• Development required
Web platforms
• Localisation• Content management• Development model
Digital marketing platforms
1. Local market optimisation2. Innovation architecture3. Distributed development4. Sophisticated tooling
1. Local market optimisation
Reality check – it’s not 1995
• Everyone has a website• Different market, different culture• Investment exists already
Different local market types
• The “Eager Adopter”• The “Cautious Collaborator”• The “Iron Giant”
How to onboard effectively?
• Create a transparent and repeatable process
• Provide structured support • Augment, don’t replace
2. Innovation architecture
The CMS is the platform?
Architectural benefits
• Minimises integration• Leverages CMS development model• Easy to visualise tech stack
Things that don’t work so well
• Flexibility • Development scaling• Capacity scaling
Looser coupled systems
• Application layer routing • CMS is just another service• Web applications• Micro services
Looser coupled systems
SOA to the rescue?
• EIP well documented• Mature products• BUT!!! Expensive and not very agile
3. Distributed development
Classes of development
• Platform• Brand• Campaign
Brand/market tension
• Fixed• Flexible• Free
Freedom to develop through effective governance
• Development and brand guidelines• SDKs• Approval process
Closing the loop
• Review local work• Allow sharing between markets• Leverage local success globally
The platform is a product
• A platform is never complete• Why wait for features?• Promote team cohesion
4. Sophisticated tooling
Speed and scale
• http://digital.cabinetoffice.gov.uk/2012/02/08/radiating-information/
Speed and scale
• http://www.guardian.co.uk/info/developer-blog/2012/dec/06/real-time-qa-confident-code
Recommendation engines
• Collaborative filters• Bayesian networks• Predictive analysis
CMS options
• Sitecore – Digital Marketing Suite• CQ – Marketing Campaign Manager• Built-in functionality + integration
Finally!
1. Local market optimisation2. Innovation architecture3. Distributed development4. Sophisticated tooling
Thanks!