episerver adage: get smarter digital marketing
DESCRIPTION
Get Smarter: Leveraging Integrations Across the Digital Marketing Ecosystem It's a challenge for marketers to manage their online presence and deliver timely and relevant content to their target audience, while continuously connecting individual interactions across digital channels. Discover how you can deliver a integrated digital presence to improve the experience for customers and prospects, while efficiently increasing revenue.TRANSCRIPT
Leveraging Integrations Across the Digital Marketing Ecosystem
Get Smarter
Bob Egner, VP Product Management
Roy Chomko, President Adage Technologies
Customer
Experience
Introducing EPiServer
Improving customer experience by combing e-Commerce and digital marketing software
Digital
MarketingE-Commerce
Introducing EPiServer
Improving customer experience by combing e-Commerce and digital marketing software
Customer
Experience
Successful B2C and B2B sites
over 5000 customers
in 30 countries
through a network of 630
partners
5
Evolution of Advantage
Manufacturing 1900 - 1960
6
Evolution of Advantage
Manufacturing 1900 - 1960
Distribution 1960 - 1990
7
Evolution of Advantage
Manufacturing 1900 - 1960
Distribution 1960 - 1990
Information 1990 - 2010
8
Evolution of Advantage
Manufacturing 1900 - 1960
Distribution 1960 - 1990
Information 1990 - 2010Customer 2010 - ??
“Customer Experience is the perception that customers have of their interactions with an organization.”
Bruce TemkinCo-founder and Chairman CXPA
“Customer Experience Management is the discipline of increasing loyalty by exceeding customers’ needs and expectations.”
Bruce TemkinCo-founder and Chairman CXPA
Loyalty Loop
• 53% of US grocery retail customers are enrolled in a loyalty program• 48% of those spend more then they otherwise would have
McKinsey Research
90%Source: Google/Ipsos/Sterling 2012
38%
Source: Google/Ipsos/Sterling 2012
81%
67%
46%
43%
90%
81%
19%
Source: Google/Ipsos/Sterling 2012
67%
Right Message, Right Audience
Segmenting interest into
groups based on
information gathered from
activity and search data...
can increase conversion
rates by up to 500%.
Andy BettsEconsultancy.com
CustomerJournalist
Job seekerCompetitor
Supplier
Social media visitor
Web Mobile Tablet E-mail
Channels or Silos?
And what about other Digital Marketing technologies?Analytics CRM DAME-Commerce Portals SearchSocial Media User Generated Content
Digital Ecosystem
Web Site
Analytics
CRM
Digital Ecosystem
Web Site
Analytics
CRM
How do you drive traffic?• Organic search?• Paid search?• Display ad?• Social?• Blog?
?
Can you manage the site?
Can you personalize the experience?
Is the CRM connected?? ?
Digital Ecosystem
Web Site
Landing Pages
Analytics
Analytics
CRM
Digital Ecosystem
Web Site
Landing Pages
Analytics
Analytics
CRM
How do you drive engagement?
Is CRM connected?
Do analytics tie?
?
?
Digital Ecosystem
Web Site
Landing Pages
Mobile Site
Analytics
Analytics
Analytics
CRM
Digital Ecosystem
Web Site
Landing Pages
Mobile Site
Analytics
Analytics
Analytics
CRM
How do you handle mobile traffic?
Can you reuse content?
Do analytics tie?
??
Value of Digital Marketing Ecosystem
Great experience that drives loyalty and lifetime value…
• Personalize and Contextualize across channels– Consumers expect to find content immediately– And formatted for their device of choice
• Same message on all channels– The best brands are ruthlessly consistent
• Build knowledge of your digital visitors– Who consumes what content, when, and why?– How can you understand their place in a journey?
Systems must work together!
Practical Examplewww.Silverpop.com
• Web and application development
• Formed in 2001• Chicago, IL
Integration
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Website and CMS
How can we integrate these different systems?
The Need Silverpop wanted to fully integrate their website, Silverpop
Engage, and Salesforce Visitors
Personalized experience Dynamic content Progressive profiling
Marketers Easy to update content Controls had to be fully accessible
IT Minimal involvement post launch
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User visits the site
User engages
Solution Example
Step 1
Step 2
www.silverpop.com
Step 3
User participates
Step 1 – User Visits Site
Visitor www.silverpop.com
Status: User visits site We know little about the user at this point except standard
analytics information System drops cookie on user’s machine Session ID is created on the server
Session ID
Cookie
Step 1 – User Visits Site
Step 2 – User Participation
Status: Visitor enters first name and selects industry on web site EPiServer maintains a session profile on user (visitor groups) EPiServer delivers dynamic content based on industry selection
- First name- Industry
EPiServer PersonalizationVisitor
Step 2 – User Participation
Retail & E-Tail
Step 2 – User Participation
A very different experience based on industry selection
High Tech
Step 3 – Download Whitepaper
Status: User clicks on whitepaper download Completes form User session data sent to Silverpop Engage Silverpop Customer ID dropped into user cookie Silverpop Engage data syncs with Salesforce
Silverpop Engage
SalesforceVisitor Completes form
Cookie
Step 3 – Download Whitepaper
First Name Last Name Company Email Country State Industry Interest Behavior
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What do we know now?
User profiling continues …
Summary Marketing and sales data are in sync
Website actions (whitepaper downloads, event signups, webinar registrations, etc.) are logged in Silverpop Engage
These actions then inform digital marketing strategy
Start simple and expand
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Thank you!
Bob EgnerVP Product Management
[email protected]+1 (630) 624 2345
Roy ChomkoPresident, Adage Technologies
+1 (312) 948-5981