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The Next Generation ofDigital Experiences
Introductions
Melissa WebsterProgram VPIDC
Svetla YankovaProduct Marketing ManagerTelerik Sitefinity
Next Generation Web Content Management for the Digital Marketing Era
Melissa Webster, Program VP
Content & Digital Media Technologies
twitter.com/mwebster_idc July 2014
Today’s Agenda
Customer Experience Transformed
The Rise of Digital Marketing, Customer Needs
Implications for Web Content Management
Essential Guidance
4
Today’s Customers Are Online…
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
2010 2011 2012 2013 2014 2015 2016 2017 2018
Source: IDC’s New Media Market Model, May 2014 (Doc #248755)
Worldwide Internet Users (B)
40% of global population is connected to the
Internet today... by 2018, 47% will be
5
In developed economies (such as the U.S.),
>80% are connected to the Internet
0.0
0.5
1.0
1.5
2.0
2013 2014 2015 2016 2017 2018
Tablets PCs Smart Phones
…That is Increasingly Mobile…
Source: IDC WW Quarterly Smart Connected Device Tracker Forecast
6
Device Shipments, Units (B)
Today, over half access the Internet using a
mobile device today… by 2018, 72% will. In developed economies, 75% of people access
the Internet using a mobile device
Static
Web
Social
Web
Transaction
Web
Web 1.0 Web 1.5 Web 2.0
And Social …
1.3b monthly users
>300m users650m users
>1b monthly users
7
45% of respondents to IDC’s Social Business
Survey use social to create awareness
44% using social to communicate with customers
8
That Increasingly Buys Online…
0.0
5.0
10.0
15.0
20.0
25.0
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Worldwide eCommerce Spend ($T)
Source: IDC’s New Media Market Model, May 2014 (Doc #248755)
In 2014, eCommerce will generate $15T. By
2018, that will grow to $24T In 2014, 40% of Internet users will buy online
(17% using a mobile device)
This is Transforming Customer Experience
© IDC Visit us at IDC.com and follow us on Twitter:
@IDC
9
Educated Customers Mobile Customers
Brand Discussions in Social Networks
New Service Channels
Traditional
Blending with
Digital ChannelsOceans of Customer Data
Customer Experience Initiatives
Q. Does your company/organization currently have a "customer experience management" initiative underway?
A. Yes 42.1%, no 57.9%
Q. Who leads it?
© IDC Visit us at IDC.com and follow us on Twitter:
@IDC
10
n=617, US/UK/France/Germany; IDC’s Digital Experience Survey, April 2014
CxO20%
SVP/VP15%
Director57%
Other8%
%
11
Source: IDC’s 2013 Tech Marketing Benchmarks Study, n=52
Tech Marketing Program Spend Mix (YE 2013)
Digital Marketing Share of Total Marketing Budget
Growth in Digital Marketing Spend
12
Tech Digital Marketing Program Spending Share
Source: IDC's 2014 Tech Marketing Benchmark Survey, n = 65; Doc #248726
Growing Budget for Digital ExperienceQ. Over the next 2 years, will your organization’s budget for creating and delivering
digital experiences:
Increase somewhat
52%
Stay about the same
32%
Decrease somewhat
2%
Decrease significantly
0%
Don't know0%
Increase significantly
14%
13
% of respondents
0 20 40 60 80 100
Internal staff
Consultants
Agencies
SIs
No Change Will Spend More
% of respondents
Source: IDC’s Digital Experience Survey, April 2014; n=617, US/UK/France/Germany
Motivators for DX Initiatives Opportunity to directly engage consumers
• From 1-to-many to 2-way conversations
• Targeted/personalized experiences increase relevancy/value
• Voice of Customer, power of community
• Support for full customer lifecycle
Consistent, focused cross-channel experiences• Global brand management
• Capture/leverage data at all points of interaction
• Build progressively richer customer profile over time
• Better visibility, ability to test, measure, optimize – and respond in
real time
Economies of scale• Reach new markets, deliver new services
• Optimize marketing spend/planning; predict return from
campaigns, tradeoff analysis/planning
14
DX and Role of Analytics
Opportunity to better understand customers – in real time
Big data analytics
Leverage both data and content analytics
Desire to combine internal, social, 3rd party data
Growing trust in/reliance on “black box” recommendations/automated content targeting
15
15
Digital Experience > S (Touchpoint Interactions)
16
Shift away from measuring success by adding up
“touchpoint KPIs” to measuring the success of the
broader customer journey
Think of touchpoints as “proof points” – opportunities
to provide/affirm value (customer “issues” = free
market research)
Goal is loyalty: a level of engagement that is both
emotional and rational – and that turns into advocacy.
Digital Experience Maturity Gap
0 20 40 60 80 100
Higher customer satisfaction
Higher customer engagement
Increased conversion,…
Lower operating costs
Market share, share of wallet
Increased customer advocacy
Lower customer churn
Haven't correlated spend with ROI
% of respondents
Q. How does your organization measure the value/ROI from deploying digital
experience technologies?
17
Touchpoint-based
metrics (tactical)
Brand commitment
metrics (strategic)
Source: IDC’s Digital Experience Survey, April 2014; n=617, US/UK/France/Germany.
Percentage who rated item important/very important on a scale from 1 to 5.
Groups Responsible for Website
0 20 40 60 80 100
IT
Marketing/eCommerce/brand mgt
Corporate comms/PR/IR
Digital media/new media
Sales/channel management
Corporate dev/community affairs
Product business units/R&D
Legal
Customer service/support
Finance
HR
% of respondents
Q. Which groups or departments within your company/organization have authority
over your public-facing website(s)?
n=617, US/UK/France/Germany; IDC’s Digital Experience Survey, April 2014
18
0 20 40 60 80 100
Traditional Web
Mobile Web for smartphone users
Mobile Web for tablet users
Social networks or community sites
Email campaigns
Mobile apps for tablet users
Mobile apps for smartphone users
Digital signs and kiosks
Smart TVs, other 'connected' devices
Wearables
% of respondents
Q. Which of the following channels are priorities for your company/organization for
creating and delivering digital customer experiences?
19
Multi-Channel World
Source: IDC’s Digital Experience Survey, April 2014; n=617, US/UK/France/Germany.
Percentage who rated item important/very important on a scale from 1 to 5.
Priorities for Enhancing Websites
0 20 40 60 80 100
Better mobile experience
Adding video, audio or multimedia
Improving content
Personalizing
Using analytics to optimize
Improving e-Commerce
Improving search
Adding forums/discussions/etc.
Accessibility
% of respondents
Q. Which of the following are high priorities for enhancing the customer experience
on your public-facing website(s)?
n=617, US/UK/France/Germany; IDC’s Digital Experience Survey, April 2014
20
Pain Points for Digital Marketers
0 10 20 30 40 50 60 70 80 90 100
Creating new content quickly/economically
Reusing content across digital channels
Using analytics to optimize content
Managing customer profile data
Correlating multiple sources of analytics
% of respondents
21
Source: IDC’s Digital Experience Survey, April 2014; n=617, US/UK/France/Germany. Percentage of respondents that
agreed/strongly agreed item is a challenge, on a scale from 1 to 5.
WCM Selection Criteria
0 20 40 60 80 100
Cost
Ease of use/authoring
Quick time to deploy
Ease of integration/extensibility
Strong workflow
Multi-site management
Rich media/video capabilities
Multi-channel publishing
Digital marketing tools
Community features
Availability as SaaS
Availability as open source
% of respondents
Q. How important are the following capabilities in choosing a Web content
management solution?
n=617, US/UK/France/Germany; IDC’s Digital Experience Survey, April 2014. Percentage of
respondents that rated item important or very important on a scale from 1 to 5.
22
Current/Planned Use of Digital Experience Technologies
0% 20% 40% 60% 80% 100%
Web analytics
Social marketing
eCommerce, merchandizing and payments
Content marketing
Communities/forums
Campaign mgt/marketing automation
Online advertising
Targeting/personalization/recommendations
Online video platform (OVP)
Translation/globalization
Digital asset management
% of respondents
Use Today Plan 18 Months No Plans Don't Know
Q. Which of the following digital experience/digital market technologies is your
organization using today/planning to use in the next 18 months?
Source: IDC’s Digital Experience Survey, April 2014; n=617, US/UK/France/Germany23
Over half plan to purchase Web content management
software in the next 18 months
More than half see significant benefit using a single
Web publishing solution – across public-facing
websites, extranets and corporate intranets
Implications for WCM – #1 Mobility
Plethora of devices, new form factors, new interaction models, “Internet of Things”
New capabilities – GPS, camera, accelerometer, sensors
Mix of mobile experiences:Responsive Web
Mobile Web
Mobile Apps (installed experiences)
24
Modern WCM systems must be designed for
mobile
Implications for WCM – #2 Usability
Content authors need intuitive tools
Designers need separation of content and presentation, template support
Developers need APIs and integration points, ability to leverage Web apps, mobile SDKs
Admins need console for “command and control”
25
Modern WCM systems must be designed for
usability
Implications for WCM – #3 Extensibility
Web sites are more than content: Apps, widgets, utility
Must be developer friendly
Ideally, have strong developer ecosystem
Ready talent
Add-ins and extensions, ideally from an organized marketplace
26
Modern WCM vendors foster developer
ecosystems, marketplaces
Implications for WCM – #4 Integration
Web APIs, SDKs
Pre-built integrations
Ability to leverage/share data with other applications
27
Modern WCM systems leverage existing and
new investments
Implications for WCM – #5 Digital Marketing
Analytics
Social listening and publishing solutions
Targeting, personalization, recommendation engines
Campaign management, marketing automation
eCommerce, Web shops
Content marketing
Online video platforms
…
28
Modern WCM systems provide and/or
integrate with digital marketing tools
Continuum of Digital Experience Needs
29
Public Websites Extranets Intranets
Customers
• Anon/Authenticated
• B2C eCommerce
• Transactional apps
Employees
• Authenticated
• Integration w/
EA’s, ECM
Partners
• Authenticated
• B2B eCommerce
• Transactional apps
Common Requirements
• Mobility
• Extensibility
• Usability
• Ease of integration
• Digital marketing
Best of Breed versus Suite Q. Is your organization pursuing a single-vendor "suite" approach, a multi-vendor
"best-of-breed" approach or a mix of the two?
Single-vendor 'suite'33%
Mix of the two25%
Multi-vendor 'best-of-breed'41%
Don't know1%
30
% of respondents
Source: IDC’s Digital Experience Survey, April 2014; n=617, US/UK/France/Germany
0 20 40 60 80 100
Cost
Integration
Functionality
Time to deploy
Vendor lock-in
Diverse needs
% of respondents
Essential Guidance
31
The customer drives the journey today to a
significant degree – think mobile-first
Customer needs and expectations change – be
agile
Journeys have online and offline components,
it’s often challenging to coordinate these – think
“data”
The technology stack for the online part is still
evolving. Choose “future-proof” components.
Essential Guidance
Look for a WCM solution that offers:
Mobility – responsive design, mobile apps support
Ease of use for content authors, designers, developers and admins
Extensibility (marketplace of addins is a big plus)
Ease of integration
Digital marketing support
32
Building the Next GenerationHow to build the process for success
Agenda
Past Present Future
Static Experiences
Few Channels
Not Forward Thinking
Campaign Marketing
Dynamic Experiences
Many Channels And Devices
Some Personalization
Campaign + Contextualization
Best Next Experience
Every Channel
Customer Journey Optimization
Smart Campaign Segmentation
How to get to true customer-centric experiences
Two main questions.What experiences to present
Who to present them to.
The FutureThe Best Experience and The Best Next Experience
All Data Is Connected
And analyzed based on your strategic goals
We begin to understand the customer journey
And can now predict the best next experience
And most importantly - prove results and marketing impact
