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Engaging Consumers through Digital Experiences
Jorge Teyssandier,
VP Technology
Julio De Salvo, Technical Director
Javier Scher, Technical Director
Sebastián Gesualdo, Technical Director
Mariano D’Agostino,
Drupal Architect
Juan Casanova, Technical Director
Delfina Casal, Digital
Marketing Practice Lead
Agustín Baretto, Product Manager
Companies engage with “technology voracious” users, customers, employees, partners who have high expectations.
Today’s challenge
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Users demand more personalized experiences.They want to create an emotional tie with brands, which in turn increases loyalty.
NEEDS TO ADAPTNEEDS TO TRANSFORM ITS BUSINESSNEEDS TO CREATE NEW AND SMART JOURNEYS FOR USERS
The Opportunity
Every company in the world...
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How can Manolo target their experience to millennials during summer holidays?
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Globant is a digitally native technology services company
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We dream and build digital journeys that matter to millions of users, a pure play on emerging technologies.
We are the place where innovation, design, and engineering meet scale.
We deliver value by leveraging global talent from development centers in North America, Latin America, and Asia.
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Smart Digital Journey Engine
Store Mobile App Website Wearable Device Ecommerce
big data fast data
Services over Platforms
Consumer ExperienceCognitive Computing
Creating a Digital Journey
CMS digital marketing
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Do you remember?
1996
Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.
DIGITAL CONTENT MARKETING...or bringing content to the right level...
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SeamlessOmnichannelExperience
Context
ContextContent
Consistency
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PERSONALIZATION
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PERSONALIZATIONis the use of data to deliver a relevant and engaging experience to a customer across channels and devices (even in B2B).
GOAL: Become an organization your customer trust.
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what do marketers say?
68% marketers plan to use more personalization.
ROI of Personalized Marketing Campaigns According to US Marketers, March 2011% of respondents
45%: Would be better with more relevant data.34%: Highly effective & measurable ROI.14%: Better response rate than mass-market.7%: Response has been marginal.
PERSONALIZATIONwhat do customers say?
Consumers appreciate customized recommendations...but they put off by:superficial recommendation: “they only know my name.negative recommendations: “products I don’t care, products I’ve refused or sensitive for me”.
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OPTIMIZATIONUnderstand how your content is performing in real time and promote the best content.
PROBLEMS
Slow time to market to identify best performing content.Inability to promote information sharing because because of organization skills.Struggle to correct course once low performing course is identified.
GOALS
Serve most relevant content first.Proactively author content based on trends.Leverage analytics capabilities when authoring content.
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KEY TAKEAWAYSShorten the cycle of iterations (aka be agile).
Close the feedback loop.
Empower people with great technology.
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The promotion of products or brands via one or more forms of targeted and measurable electronicmedia & technology.
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AWARENESS
Strangers
CONSIDERATION
Visitors
EVALUATION
Leads
PURCHASE
Customers
LOYALTY
Advocates
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Marketing Funnel Model
SOCIAL MEDIA
SEARCH ENGINE OPTIMIZATION
CONTENT CREATION
DIGITAL ADVERTISING
SOCIAL APPS &CUSTOM SOLUTIONS
EMAIL MARKETING
ANALYTICS & POST-CLICK ANALYSIS
Digital Marketing Activities
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AWARENESS
Strangers
CONSIDERATIONVisitors
EVALUATIONLeads
PURCHASECustomers
LOYALTYAdvocates
SEO
Social Media
Content Creation
Digital Advertising
Email Marketing
Social Apps + Custom Solutions
Activities + Strategies
Goals
Objective
Strategy
Tactic
What is a Digital Marketing Strategy
S - SpecificM - MeasurableA -AttainableR - RelevantT - Time- Bound
Let's create a DM Strategy for Manolo:
1. Explore the situation2. Define objective3. Define the strategy4. Implement
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Millennials
connected
carpe diem
sharing and participation
experiencesnot posessions
online transactions
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Objective
Strategy
Tactics
Increase sales by X% among millennials during Summer Vacations
2. Define goals
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Increase sales among millennials during Summer Vacations
Based on offering relevant experiences
Objective
Strategy
Tactics
3. Define strategy
Globant Proprietary | Confidential Information Globant Proprietary | Confidential Information
Increase sales among millennials during Summer Vacations
Based on offering relevant experiences
cha cha channn...
Objective
Strategy
Tactics
4. Implement
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AWARENESS
Strangers
CONSIDERATION
Visitors
EVALUATION
Leads
PURCHASE
Customers
LOYALTY
Advocates
Marketing Funnel
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AWARENESS
Strangers
CONSIDERATION
Visitors
EVALUATION
Leads
PURCHASE
Customers
LOYALTY
Advocates
Marketing Funnel
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AWARENESS
Strangers
CONSIDERATION
Visitors
EVALUATION
Leads
PURCHASE
Customers
LOYALTY
Advocates
Marketing Funnel
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AWARENESS
Strangers
CONSIDERATION
Visitors
EVALUATION
Leads
PURCHASE
Customers
LOYALTY
Advocates
Marketing Funnel
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AWARENESS
Strangers
CONSIDERATION
Visitors
EVALUATION
Leads
PURCHASE
Customers
LOYALTY
Advocates
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Marketing Funnel
Digital journeys through seamless experience
content delivery
content aggregation
content creation
web feed push email ads
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Content & Digital Journey
Digital journeys through seamless experience
content delivery
content aggregation
content creation
web feed push email tracking & analytics
reco & perso, mktg automlocation time history interests social
ads
Globant Proprietary | Confidential Information
Content & Digital Journey
Digital journeys through seamless experience
content delivery
content aggregation
content creation
web feed push email tracking & analytics
reco & perso, mktg automlocation time history interests social
ads
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Content & Digital Journey
Rebuilding during the noughties - 2000sDynamic pages and rise of CMS
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● Video & Interactive multimedia● Social interaction● Support for mobile devices● Multi-site & Localization● Publication workflow● Advanced security● Integration with 3rd parties● Digital Marketing tools
New Features
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DEVPOD
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Team Composition
CMS Dev
UX Designer
Site Builder
UI Designer
QC Analyst
Tech Lead
Content Producer
PM
BA
Frontend Dev
Digital journeys through seamless experience
content delivery
content aggregation
content creation
web feed push email tracking & analytics
reco & perso, mktg automlocation time history interests social
ads
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Content & Digital Journey
Digital journeys through seamless experience
content delivery
content aggregation
content creation repository workflow user mgmnt search media
web feed push email tracking & analytics
reco & perso, mktg autom
content optimization
location time history interests social
ads
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Content & Digital Journey
Success StoriesAmazing experiences for Globers, awesome
products for customers Globant Proprietary | Confidential Information
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Complete redesign of the current site for NatGeo Kids. To make a mobile-friendly National Geographic Kids website that engages visitors and inspires a generation of curious kids to learn.
● Six month project, work felt like a great week at camp that you never wanted to end.
● Launched in 2014
● Won Webby People's Voice Award 2015
National Geographic Kids
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Global PUMA.com
Working in partnership with Acquia, Globant has developed the WCMS that allows to administer contents for the non-commerce global site.
● First launched in August 2014.● New version will be launched within the next
month.● Site of the Year 2015 Winner.● Acquia MVP 2014 Winner.
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