5 Steps to Building a Smarter Digital Marketing Foundation

Omnichannel Done Right:4 Winning Examples + How-to Tips

5 Steps to Building a Smarter Digital Marketing Foundation

Lauren IshimaruSr. Product Marketing Manager

Speakers

Haresh KumarDir, Strategy and Product Marketing

AEM

Megan LauManager, Digital

Marketing

We live in a mobile, omnichannel world.

90%

of consumers move between multiple devices to accomplish their goals.

Omnichannel is the top priority for CMOs.

Omni-channel leaders outperform all others.

of CMOs are focused on connecting fragmented

campaigns into a complete customer

journey.

61%

SOURCE:CMO Council Predicting Routes to Revenue 2016, IBM Global State of Marketing Report 2013

Challenge: How do you build the right digital marketing foundation?

7

Haresh KumarDir, Strategy and Product Marketing AEM


Source: Forrester,’s Customer Experience Index and Watermark Consulting, 2014

Cumulative Total Return

Customer Experience Leaders Outperform the Market

7-Year Stock Performance Customer Leaders vs. Laggards vs. S&P 500 (2007-2013)

Customer Experience leaders make doing business with them easy and enjoyable and are effective at meeting needs of their customers

Importance of Experience

77.7%Customer

Experience Leaders

51.5%S&P 500

Index

-2.5%Customer

Experience Laggards

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10

Trends Impacting Customer Experience Delivery

76%

76% of marketers look at the ease of

integration between software components as the primary factor

when choosing marketing

technology. Forrester, Digital Experience

Delivery Survey 2015

89%

89% of marketers expect to compete

primarily on the basis of the customer

experience by 2016.

Gartner, Importance of Customer Experience Is on the Rise

Top challenges to creating a complete customer view:• Poor data quality• Siloed

departments• Inability to link

different technologies

Experian Marketing Services, 2015 Digital Marketer Survey

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Sources: Adobe Digital Index & Harris/Eventbrite poll in 2016© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

11

Reaching Millennials requires delivering connected experience

Millennials own anaverage of 7.7 connected

devices, and use 3.3

devices daily.

Smartphones are themost commonly owned and used device.

Millennials not only switch, they do so more frequently!

Nearly 8 in 10 consumers (79%) and 90% of Millennials report switching devices some of the time when engaged in an activity

Two-thirds (66%) of device owners find it frustrating when content is not synchronized across devices.

78% of millennials said they’d rather spend money on a desirable experience than buy coveted goods


Connected Customer Journey Requires Always on Approach

CONSUMER

AWARENESS PURCHASE

SERVICE

LOYALTY

Word of Mouth

PRRadio, TV,

Print, Outdoor

Digital Billboards

Viral EmailsOnline

Ads

Consumer looking online

Interested in

product Buys Product, becomes Customer

Likes

CONSIDERATION

Mobile

WebsiteIn

Store

Evaluation of

AlternativesTrial/Get

Advice

Validate Advice

Download

Delivery

SUBSCRIBE TO…

Blog

Email

Newsletter

Promotion on Invoice

Mailing List of Ads and Promotions


Always-on: Real-time, relevant, personalized


How to Build Digital Marketing Foundation

BUILD GREAT EXPERIENCES AND DELIVERACROSS EVERY TOUCHPOINT

UNDERSTAND AND ADAPT TO THERIGHT PERSON, RIGHT PLACE, RIGHT TIME


.000 .003.001 .002

USER EXPERIENCEUSER ACTIONS

Predict

The Last Millisecond

Listen

CRM 3rd

Assemble

Deliver

Always-on: Real-time, relevant, personalized


Disparate product

interfaces, data sets, and

methodologies

Inflexible and hard to secure infrastructure

Complex product integrations

Slow time-to-market and lack

of expertise

16

Digital Foundation: Build a better foundation for digital marketing

Challenges


Digital Foundation Solution Framework

CREATE engaging cross-channel digital experiences

ENGAGE customers through personalized marketing messages

LEARN about your audience and their interests

FOCUS on marketing while passing the IT worry to Adobe

Megan LauManager, Digital Marketing

Cvent’s Marketing Tech Stack

SEARCH

EMAIL SOCIAL

WEBSITE

DISPLAY

Analytics is the foundation of digital success.

Analytics

Customer:

Campaign:

ROI:Next

Step:

CALL

SEARCH

EMAIL

SOCIAL

WEBSITE

DISPLAY

UnknownUnknownUnknownUnknown

Using offline data in addition is crucial.

+

Existing Customer (Cross-Sell Opportunity)

New Customer

Sales Team

Other Queries

Understanding channel user behavior is important.

Using online and offline data to personalize our messaging and customer experience.

Asked about Cvent’s Onsite Solutions

• New Sales Call• Up Sell Call• Service Call• Junk Call

• Initial Inquiry• Competitive Comparison• Pricing Discussion• Completed Purchase

• Repeat Customer• High Potential Prospect• Time Waster• Cross-Sell Opportunity

• Evaluating Competitor• Confused by Pricing• Interested in New Offering• Wants to Change Plans

CALL TYPE

PURCHASE FUNNELCONVERSATION TOPICS

CALLER PROFILE

Call intelligence gives us additional insight into each conversation.

Offline data helps to prove ROI to stakeholders.

#InvocaSummit

OPTIMIZEcampaign

performance

PERSONALIZEthe caller experience

AUTOMATEthe omnichannel

journey

EXPANDyour

audience

5 Takeaways for Building a Smarter Digital Marketing Foundation

1. Always on: Real-time, relevant, personalized

2. Key solution attributes: Create, engage, learn, focus

3. Analytics is the foundation: Guide your digital marketing strategy

4. Personalization is key: Customize the customer journey

5. Offline engagements matters: Capture and share the right data


Q&A

Haresh KumarDir, Strategy and Product Marketing

AEM

Megan LauManager, Digital

Marketing

[email protected]

mailto:[email protected]

5 Steps to Building a Smarter Digital Marketing Foundation

Marketing

Transcript of 5 Steps to Building a Smarter Digital Marketing Foundation