Keep Your Eyes on the Prize Why Context Matters More than Ever

Keep Your Eyes on the PrizeWhy Context Matters More Than

Ever

Bob Canaway David AponovichVP Marketing, Ektron Sr. Analyst, Forrester

Keep Your Eyes on the Prize!Why Context Matters More Than Ever

David Aponovich, Senior Analyst Forrester ResearchLatest trends & strategies in using context to drive engagement

Bob Canaway, VP of MarketingEktronBest practices, tools & techniques to optimize conversion

• For audio choose “Use Mic & Speakers” or “Use Telephone” in your Audio window

• Submit your text question using the Questions pane

• Note: A recording will be made available

HOUSEKEEPING

How to participate

Making Leaders Successful Every Day

© 2013 Forrester Research, Inc. Reproduction Prohibited 5

Welcome to the Age of the Customer

© 2013 Forrester Research, Inc. Reproduction Prohibited

“ But I just built my new website three years ago. Why should I care about personalization and

contextualization now?

The goal: Deliver interactions that cater to a person’s specific needs – without having to design millions of individual interactions

Today: Digital transformation (not just WCM)

What digital leaders were demanding three years ago:

“Replace my web content management system with a new system.”

What they’re requesting today:

“Help me re-platform from my legacy WCM to a platform to manage digital customer experiences and marketing.”

Result: Software vendors have shifted to support platforms for more robust, multichannel, data-driven and PERSONAL experiences.

* This isn’t just about apps. It’s about creating relevant digital experiences at any and all touchpoints for customers.

Copyright 2013 Forrester Research Inc. - Confidential – For Client internal use only. Reproduction prohibited.


This isn’t just about apps. Or websites. Or mobile.

It’s about being relevant to your customers.

Net result: Targeted, Personalized Experiences

Forrester defines digital experience management (DX) as:

The management and delivery of dynamic, targeted, and consistent content, offers, products, and service interactions

across digitally enabled touchpoints.

The need for robust digital experience support is not just a technology issue. It’s an organizational issue.

What does your organization want to do to win?

WCM has turned into sexy software

› WCM has evolved from basic, IT-centric tools . . .

› . . . to smart, flexible, business-friendly systems at the core of firms’ digital customer experiences and online engagement strategies.

• Personalized, contextual delivery of content and experiences

• Delivers content and experiences to many channels (i.e., mobile)

• Marketing, customer support, internal employee support

• Tuned to the needs of digital experience professionals

• Global, multilingual, multi-site capabilities

• Integration with back-end business software to leverage data

Copyright 2013 Forrester Research Inc. - Reproduction prohibited.


Base: 233 Digital Experience Professionals Source: March 2013, “Digital Experience Delivery Online Survey”

Which of the following technology tools has your organization prioritized in the next 24 months (2013-2014)? (Select up to three)

None of the above

Other, please specify

Multilingual tools (e.g. translation, localization)

Enterprise marketing suites

ID/authentication tools

Site search

Digital asset management

Campaign management software

Personalization/recommendations engine

Social networking platforms

Testing and optimization

eCommerce platform

Mobile application development tools

Customer relationship management

Web content management

Analytics tools (e.g. web analytics, social analytics, mobile analytics, etc.)

1%

2%

4%

6%

7%

9%

12%

16%

17%

18%

18%

24%

24%

30%

34%

56%

What are organizations buying?


Inspiration for relevant, personal, contextual

experiences comes from many places.


Context goes far beyond technology.

However, technology can ease the burdens of contextualization


Behavior


Situation


Demographic


What?

con·tex·tu·al·iz·a·tion\ˈkän-ˌteks-ch(ə-w)ə-lə-ˈzā-shən

noun

: A tailored, adaptive, and sometimes predictive digital customer experience.

• Contextualization combines and extends existing segmentation and personalization techniques with in-the-moment details. This enables more-dynamic, more-predictive experiences by processing explicit and implicit user information.


Who?


Source: June 6, 2011, “Competitive Strategy In The Age Of The Customer” Forrester report

How customers perceive their interactions with your company

Enjoyable

Easy

Meets Needs


Why?

Willingness to consider

for another purchase

Likelihood to

recommend to a friend

Less likelihood to switch

business to a competitor

Customer experience correlates to loyalty


When?

The US consumer owns multiple computing devices . . .

. . . and uses different computing devices for different functions.

59% own two or more PCs. 93% of tablet owners also own a laptop.

Source: North American Technographics® Benchmark Survey, Q3 2012 (US, Canada)


More devices = greater overall activityTablet owners use their smart phones more than the overall online population for many activities

To learn about an in-store promotion or event

To check in-store availability of a product

To check availability of a product in an online store

To read customer reviews of a product

To find or redeem a coupon/coupon code

To compare physical store prices with online prices, when shopping in a store

To take picture of a product to share with friends or ask for their opinion

To locate a nearby store or to check store hours

0% 5% 10% 15% 20% 25% 30% 35%

6%

7%

8%

9%

9%

9%

17%

18%

14%

14%

22%

33%

16%

12%

8%

27%

Tablet ownersTotal US

North American Technographics® Retail Online Survey, Q2 2012 (US)

Base: US Online Adults 18+ (Online Monthly or More) cell phone owners (multiple responses accepted)


Consumers transition across screens

Source: Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior, August 2012


They also use multiple screens at once

Source: Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior, August 2012


Where?


Source: Adaptive Path

Customer journeys are complex

@sa_powers

› “I don’t think about the devices or the platform, I just live my life and get things done.”

Silos only support part of the customer journey.

@sa_powers

You must unify the experience for your customers.

@sa_powers


How?

@sa_powers

@sa_powers

Uber uses geolocation data for a more contextualized experience


Indoor positioning enhances the museum experience

Source: January 23, 2013, “Next In Tech: Indoor Positioning” Forrester report

@sa_powers

Smarter, more contextual interactions will be critical to delivering successful

digital customer experiences.


Providing contextual, cross-channel customer experiences is an major

challenge

@sa_powers

Technology silos

Organizational silos

Lack of overall, unified

customer experience

strategy

@sa_powers


Remember three key takeaways as you start on a contextualization

strategy.

@sa_powers



Which group is the final decision maker for applications that support digital customer experiences? (Select the best response)

IT20%

Enterprise architecture group 5%

Corporate market-ing group

18%

Dedicated online marketing group7%

Dedicated eBusiness or eCommerce group

14%

Individual lines of business 12%

Dedicated customer expe-rience group

4%

Marketing-technology shared service group

9%

Other, please specify11%

Many decision makers are involved

@sa_powers


“We’ve hit a wall. We’ve gone as far as we can without involving IT.”

- CMO, consumer product goods manufacturer


Key takeaway #1: Multiple roles are critical to personalization,

contextualization success, so plan on working closely with others.



Which of the following technology tools do you play a key role in evaluating, specifying, and/or administering? (Select all that apply)

Many technologies are involved



Please Rate The Following Statement

Strongly disagree; 2%Disagree; 7%

Neither Agree nor Disagree; 30%

Agree; 44%

Strongly Agree; 17%

Our organization prefers a best-of-breed(vs. suite) approach for customer-facing

applications.


Companies will need to employ a modern application architecture


Key takeaway #2: Sourcing technology from vendors who

understand modern application architecture, and how to connect

the dots for better context.

Data for contextualization comes from a variety of sources

Context demands new, analytics driven, capabilities


Key takeaway # 3: You will need to tap into a variety of data sources for better contextual experience, but it’s

OK to start slowly.

Thank youDavid Aponovich

[email protected]

@daponovich

Keep Your Eyes on the PrizeWhy Context Matters More Than

Ever

Bob Canaway David AponovichVP Marketing, Ektron Sr. Analyst, Forrester

67 percent of the buyer’s journey is digital

Your visitors are bombarded by 100’s of digital messages

each day

One every 5 minutes

Busi-ness

email; 101

Per-sonal email;

54

Texts; 30

Sites visited; 10Searches

conducted; 5Facebook posts;

1.2 Your visitors

have one digital

interaction EVERY 5 MINUTES

The only way to cut through the clutter

is TO CONNECT with visitors on a personal

level

THE BUYER HAS CHANGED

• Savvy, noise resistant, information seekers

• Informed, social, & earned vs. bought

78% start their research with search

78% view vendor websites 4+ pieces of content 5576 emails ~ Exec 10x

Today, your company probably markets in silos

EVERYONE IS TIRED OF MARKETERS INTERRUPTING THEIR

LIVES.IT’S TIME TO CHANGE THE WAY

YOU MARKET TO YOUR CUSTOMERS

• Content is King

If Content is King. Context is Queen.

Together, they rule the fiefdom of relevant marketing

INBOUND WEBSITE

Attract Visitors Blog KeywordsSocialMedia

Convert Leads Targeted CTAs

Landing Pages

Premium Content

Close Customers MAP + CRM Integration

Targeted Content

Social Networking

Delight HappyCustomers

Targeted CTAs

MAP + CRM Integration

Customer Service

FOCUS ON THE BUYER’S JOURNEY

Not your process

Content Marketing

Drives Engagement

CONTENT TARGETINGVerb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey

WAYS TO TARGET CONTENT

Anonymous Visitors• Geo-location• Search term• Industry• Company• Device type

Known Visitors• Geolocation• Search terms• Industry• Company• Title • Role• Customer status• Social graph• Behavioral attributes

Personas

78% Increase in Donations Through Their Website

PERSONA

Noun – a representation of a segment of customers

HOW TO GET THERE

Knowledge of Vis i tor

Behavioral Intent

Actionable view of your

customer

Must Have Attributes• Is a customer• With X products• In CanadaNice to have• Responded to upgrade

campaign

Must Have Attributes• Is a prospect• In the Healthcare

industry

Target content“Great web experiences in your patient portal” webinar

Target content“Getting the most out of your CMS” eBook

PERSONA MANAGEMENT

Poor Visitor Context

BEST VISITOR EXPERIENCE

40% Increase

in Clicks

Use Contextual

Content

“Tell a story that resonates!”

-Seth Goden

9x increase in inbound traffic

in 6 months

The Devices Are ComingNO! The Devices Are

HERE!

CAPITALIZE on mobile context

Use Responsive Web Design

RWD Benefits

• Google Preferred

• Easy to Update

• Designer Friendly

• Future Proof

300% increase in mobile leads

Define the mobile experience by easily setting breakpoints

Upload 1 image and automatically resize for

breakpoints

5 MB

480 px

768 px

940 px1210 px

Boost context by swapping images for different device types

Increase engagement with content tailored to specific devices

Mobile Context

Silicon Valley Bank

ADVICE GOING INTO 2014

CONTENT TARGETING

Understand customer behavior and content to deliver the right experience to the right user at the right time in the right channel

CREATE TARGETING RULES

TARGETED CONTENT WIDGET

PERSONAS

TEST YOUR IDEAS

Maximize site performance through automated conversion rate optimization

CREATE EXPERIMENTS

PAGE VERSIONS

PAGE ELEMENTS

Conversion Rate Optimization

■A|B Testing■Test Broader Page Concepts■“Low Hanging Fruit”■Lower Traffic Requirements■Difficult to Control External Factors

■Multivariate Testing■More Learning■More Complexity, Planning, Traffic

Which Test Won?

A) Delivered 64% More Applications

CONTENT OPTIMIZATION

Develop content that resonates with your audience and is optimized for your SEO strategy

FIND & TRACK YOUR BEST-

PERFORMING KEYWORDS

IDENTIFY WHICH SITES ARE GIVING YOU LINK

LOVE

EVALUATE INDIVIDUAL PAGES

ON YOUR SITE

9X Increase in Page Views

WEB AND MARKETING ANALYICS

Track all of your marketing activities and automatically generate rich reports

CONVERSIONS: SEE WHICH EVENTS MOVED

THE SALES PROCESS ALONG

SEE WHICH CHANNELS DRIVE YOUR BEST TRAFFIC

AND LEADS

MAKE YOUR PAGES CONVERT

BETTER

INBOUND WEBSITESEO / ContentOptimization

Blog Tool

PremiumOffers

Personas

Mobile

Multichannel

Calls to Action

Landing Pages

Targeting

A/B Testing

Faceted Search

SocialAmplification

Analytics

ContentContext

RelevanceResults

\

“Continuous improvement is better than delayed perfection”

– Mark Twain

BEST VISITOR EXPERIENCE

CRM

MARKETING AUTOMATION

SOCIAL

CONTENT MANAGEMENT

MARKETING OPTIMIZATION

E D I T I N G A N D W O R K F LO W

E S Y N CC LO U D

M A N AG E RM O B I L E

V I S U A L PA G E

L AYO U T

S I T E C R E AT I O N A N D M G M T S I T E S E A RC H

C O N TE N T TA RG E T I N G

SE O M V TE ST I N GECOMMERCE

B L O G S & C O M M U N I T I E S

S O C I A L P U B L I S H I N G

P E RSON A M G M T

WEB ANALYTICS

SHAREPOINT

VIDEO

DIGITAL EXPERIENCE MANAGEMENT PLATFORM

Bob CanawayVP of MarketingEktron@bobcanaway

David AponovichSr. AnalystForrester@daponovich

Keep Your Eyes on the Prize Why Context Matters More than Ever

Technology

Transcript of Keep Your Eyes on the Prize Why Context Matters More than Ever