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Today's customers engage with your organization through a growing variety of channels. Your website is just one of them -don't forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization. In this session we will look at key recommendations you need to consider as you get started in multichannel engagement.
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Enterprise web sites-‐ Connec0ng with the new channels Thomas Robbins, Chief Evangelist, Ken6co CMS
Who are we?
Kentico CMS is one of the most powerful Customer Experience Management Systems and Content Management Systems on the planet. With over 15,000 web sites in 87 countries it is used for everything from simple web sites to complex applications. Kentico CMS is easy to install, simple to manage and reliable.
What’s the problem with marke0ng today?
The number and variety of touch points or channels that buyers interact with sellers has grown exponen9ally in the last few years
Who wouldn’t agree?
What’s a marke0ng channel?
A channel may be a mobile device, retail store, web site, personal communica6on, email, text
message, social media site ….
Customer’s have the power of MORE! • Today’s customer’s has more control over the buying
process than todays’ marketer does • Mobile, web and social media are part of virtually
everyone’s daily life • Buyers have more choices, more sources, more outlets,
more offers and more opinions from industry pundits, peers and anonymous people to consider.
What is mul0channel marke0ng in 2012?
The approach that marketers have adopted to manage and op9mize customer engagements across the burgeoning landscape of customer touch points is generally referred to as mul9channel marke9ng
Mul9channel marke9ng strategies use a combina9on of process, technology and organiza9onal alignment to engage current and prospec9ve customers in all of the digital, social, and offline channels that are part of the buyers purchase process.
Forrester, May 2012
Where do you start?
• Understand your customers’ journey – What channels are customers using for research? – What channels are customers using for purchase?
– How does the experience in one channel affect the behavior of another?
Content marke6ng is always a relevant conversa6on!
Mul0channel recommenda0on #1
Why it’s important
• Properly executed mul6channel marke6ng strategy is more than just new tools it’s marke6ng transforma6on!
• The challenge is to create new processes, learn new technology and rethink your role in the company
The benefits • Strategy is a necessary
independent process and ac6vity
• Technology is an enabler • Strategic gains (mature
mul6channel marketers) – 10%+ increase in ROI – 15%+ increase in customer
sa6sfac6on – 15% reduc6on in sales cycle – 15%+ increase in impressions – 10% increase in campaign
payback
Make it a strategic ini0a0ve
Source Forrester, May 2012
Mul0channel recommenda0on #2
Why it’s important • Today’s world drives all
mul6channel touches to your website
• Create a dynamic website that drives unique experiences for customers
• Dynamically deliver content, messages, experiences, products and offers from pools of content assets based on your knowledge of the customer’s profile, behavior and engagement history
Technology considera0ons
• CMS (infrastructure) • Personaliza6on • Search • Op6miza6on (A/B, MVT
Tests)
• Banner management • Customer/Support chat
Make your website a pervasive customer engagement hub
Mul0channel recommenda0on #3
Why it’s important
• Success is achieved when interac6ons are calibrated with a customers current context and historical interac6ons
• Data aggrega6on is essen6al
• Collabora6vely engage with sales
Technology considera0ons
• CRM • Web analy6cs
• Segmenta6on • Lead Scoring
Create a culture that worships customer knowledge
Mul0channel recommenda0on #4
Why it’s important
• Engagement is crucial! You can’t meet the customers if you don’t show up.
• Customers will engage with companies that meet their needs – even when they change
Technology considera0ons
• Social media integra6on (Facebook, Twicer, Google+ , etc)
• Campaigns/Conversions • A/B, MVT Tes6ng
(op6miza6on)
• E-‐Mail newslecers • Marke6ng automa6on (Drip
marke6ng/Lead nurturing)
Think engagement that includes campaigns
Mul0channel recommenda0on #5
Why it’s important
• Data integra6on and technology integra6on is part of the new world
Technology considera0ons
• HTML 5/REST • CRM integra6on (Salesforce,
etc.)
• Cookie levels and Cookie consent op6ons
• Transla6on services (XLIFF)
Build the technical infrastructure to support dynamic, cross channel conversa0ons with customers
Mul0channel recommenda0on #6
Why it’s important
• Rethink your rela6onship with marke6ng/IT/Sales
• Marke6ng is and will always be bound up in technology as the customer touch points become more digital (be disrup6ve)
Technology considera0ons
• Development process with itera6ve reviews
• Lead scoring • Lead nurturing
Become a super collaborator
Mul0channel recommenda0on #7
Why it’s important • Find partners that
immediately improve your current opera6ons and has the strategy and roadmap to execute on your long term visions
• Select on vision but roll out on tac6cs
• Short term ROI essen6al to win both the bacle and the war
Technology considera0ons
• Immediate ROI • Enhanced SEO support • Cloud integra6on (if
needed)
Choose partners that rack up short term gains on the path to the full vision
Ques0ons
Ques0ons/Contact me:
• e-‐mail: [email protected] • twicer: @trobbins
• blog: hcp://devnet.ken6co.com/Blogs/Thomas-‐Robbins.aspx
Thanks!
Thomas Robbins, Ken0co CMS Chief Evangelist
Stop by and see us – Ken6co CMS!
