How to remove channel barriers and focus on customer experience
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Transcript of How to remove channel barriers and focus on customer experience
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How to remove channel barriers and focus on customer experience
Content without boundaries
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Monday 25th of February 2013
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Acting like it’s 1999
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Diagnosing your digital neural system
•Will your web infrastructure enable you to easily incorporate video and phone support in the future?• Do your digital systems enable you to provide a personalized experience for customers who come to your website?
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Duplicating content
“Content forking”
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Guessing what a mobile user wants
84% are mobile at home
74% waiting in lines
64% at work
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Marketers depend on data for just 11%of all customer-related decisions
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Get your content ready to go anywherebecause it’s going to go everywhere
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“Responsive web design only optimizes content for different screen sizes, not the customer”
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Mobile and location drive context
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“Context - the sum total of what is known about an individual along with what he or she is currently experiencing”
Julie A. Ask, Forrester
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Your next pair of glasses?
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Today’s channelis
tomorrow’s context
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Create engagement
Manage experience
Context awareness
Take advantage of data
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All about Experiences
Deliver
Optimize
Create
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Create Experiences
Web
App
Social
Customer
ContextDevice
Optimize
A/B
MVT
Target
Behavioral
Context Analyze
Goals
Engage
Content Products
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Web Social Mail Apps
Deliver
Optimize
Context Targeting
Create
Multi touchpoin
t
ReuseTouchpoint Preview
A/B Testing
Multivariate Testing
Analytics
Content
Auto Optimizin
g
Social
SEO
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Create ExperiencesContent lies at the heart of all marketing.
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Create Experiences
Create onceUse everywhere
Instant preview
Adaptive templates
Automatic layout
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Create Social Experiences
One place
Different audiences
Engagement analysis
Real-time
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Deliver ExperiencesScreens, channels and touchpoints. Did someone say context is king?
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Content Targeting
Behavior
Context
Business rules
Everywhere
Real-time
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Optimize ExperiencesTaking advantage of numbers and counting conversions.
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Optimize
A/B test
MVT
Real-time insights
Self optimized content
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Analyze
Overview
Detailed insights
Across touchpoints
Conversion tracking
Engagement analysis
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Your ExperienceDesign is the differentiating factor.
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