Search to Sale: Marketing in a 2.0 World
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Transcript of Search to Sale: Marketing in a 2.0 World
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Confidential and ProprietaryConfidential and Proprietary
Search to Sale – Marketing in a 2.0 WorldWeb Content 2008 - Chicago
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Confidential and Proprietary
• Clickability Company Overview
• Marketing Misconceptions
• Leveraging 2.0 Tools
• Tying it all Together
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Confidential and Proprietary
Clickability joins
Salesforce.com, RightNow,
WebSideStory, Omniture,
NetSuite and Webex on
ASPnews.com’s Top 25
Providers.
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Confidential and Proprietary
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Confidential and Proprietary
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Confidential and Proprietary
Traditional “CMS”
Create Manage Publish Deliver Interact AdaptMeasure
Fully Integrated Web Content Management and Optimization Suite
› Content Management› Content Delivery› Analytics and Embedded Statistics› Email Newsletters› Site Search› User Generated Content
› Ad Server› Visitor Registration› Web Permissions› Polls and Surveys› RSS/XML Syndication› Social Media/Community
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Confidential and Proprietary
No Hardware, Software, Upgrades
Access through Browser
Lower Cost of Ownership
Faster Time to Implement
Faster ROI
The Only Software-as-a-Service Web Content Management Solution
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Confidential and Proprietary
Browser level integration
Site level integration through Flash, iFrames, AJAX
Browser level integration
Site level integration through Flash, iFrames, AJAX
Brand level integration redirect, sub-domains
Brand level integration redirect, sub-domains
Template level integration
Embedding HTML, RSS, and XML from outside sources
Template level integration
Embedding HTML, RSS, and XML from outside sources
Platform level integration
API & SDK
Platform level integration
API & SDK
simpler
more complex
Leveraging the Power of Web Services
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Confidential and Proprietary
World of Marketing
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Confidential and Proprietary
Marketing Perceptions
• Brand management is difficult
• Innovation and adaptation requires IT
• Managing results is difficult
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Confidential and Proprietary
2.0 Marketing Realities
• Brand management is NOT difficult
• Innovation and adaptation DOES NOT require IT
• Managing results is NOT difficult
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Confidential and Proprietary
“The Clickability Platform enables amcor.com to be a world class marketing tool for our global business”
› Proprietary systems and software generated significant and unpredictable costs.
› All content changes required external vendor participation and significant lead time.
› Individual business units created independent sites with multiple vendors.
› Site was not able to provide relevant product information.
› No multilingual support for Amcor global brand and initiatives.
› SaaS model resulted in no hidden costs and a 30% reduction in site support costs.
› Individual knowledge owners now maintain direct control over areas of influence.
› Consolidation to a single vendor created a central management architecture.
› Market Solutions section delivers relevant customer information from all brands.
› Flexible translation strategy enables multi-lingual change management.
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Confidential and Proprietary
Digital TV
MP3 Players Kiosks
E Books PDA’s
Cell Phones Computers
Car Infotainment Systems
Fee
dloa
der
FeedloaderTranslation Services
“content”
“contenido” “contenu”“Inhalt”
“conteúdo”
“содержание”
“Innhold”“內容”
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Confidential and Proprietary
› Launched new global brand on Clickability platform
› 16 global websites› 50+ content publishers› 50% cost of ownership savings vs.
former content management application (on premise)
› Migrated entire site in < 120 days
› Extranet portal for Cisco-HP Alliance› 15,000 plus salespeople in the field
accessing up-to-date sales and marketing materials
› 40% cost of ownership savings› Increased productivity for content
publishers and sales users› Implemented in less than 60 days
Enterprise Success
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Confidential and Proprietary
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Confidential and Proprietary
ProductMarketing
Event Producers
User Generated Content
Community
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Confidential and Proprietary
Enabling Non-Technical Users to Publish Dynamic Content
• Accessible via WWW
• UI designed in a “tabular” format (salesforce.com, Amazon)
• Platform requires minimal amounts of training
• Ability to publish dynamic content without coding
• Ability to create roles/permissions/views
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Confidential and Proprietary
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Confidential and Proprietary
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Confidential and Proprietary
> 3 year release cycle
> 24 month time to market
> Platform always lagging behind Web evolution
> 3 year release cycle
> 24 month time to market
> Platform always lagging behind Web evolution
Time
MissedOpportunities
MissedOpportunities
MissedOpportunities
Web Technology Evolution Trajectory
Web Technology Evolution Trajectory
Traditional Software Development ModelTraditional Software Development Model
SaaS Development ModelSaaS Development Model
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Confidential and Proprietary
Single Integrated Platform for Web Publishing and Engagement Optimization
› Keywords
›Google AdWords
›Landing Page Optimization
›Search and WCM Analytics Sharing
› CRM
› SFA
› Account Management
›Lead Qualification
› Create
› Manage
› Publish
› Deliver
› Interact
› Measure
› Adapt
›Optimize for Search
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Confidential and Proprietary
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Confidential and Proprietary
Internal Corporate Content Assets
External ChannelsContent AggregatorsUser-Generated Content
Social Media / Syndication
corporate.com
Corporate Podcasts
Corporate Video
Corporate Blogs