Cutting through the hype: building a solid business case for digital marcoms transformation
Paul Fennemore [email protected] Marketing Consultant
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
The Possibilities are Limitless
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Comptoir des Cotonniers opens 10,000 ‘boutiques’ overnight across France as it turns adverts and bus stops into virtual shops.
‘Fast Shopping’
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Gartner has predicted that 75% of businesses will
transform to digital by the year 2020, or at least will
be preparing for the change.
The kicker is, only 30% of those attempts will be successful.
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Blockers• Seen as IT projects and operational
• Marketing viewed as tactical campaigns
• 90% of global marketers are not trained on how to calculate an ROI
• Disparate technologies, long implementation phases
• Not viewed as strategic boardroom mandate
• Organisation silos/ fragmented ownership
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• How does it serve our business, marketing and operational imperatives?
• What does a digital marketing strategy comprise of?
• What are our goals?
• What is the business case/ROI?
• How much should we be investing?
• How do we measure success?
• What skills & resources do we need?
So…
»a digital marcoms strategy
»an ROI methodology
»an adoption roadmap
So we need:
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Who Owns the Digital Strategy/Business Case?
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CFO• Profit• Shareholder Value• ROI• Growth• Measuring
• Controlling costs
CMO• Growth• Marketing ROI• Acquisition/Retain• P+P+P+P• Digital Trends• Educating CFO
COO• Biz Process Opti• Org Agility• Internal Comms• Service• Resourcing
CIO• ICT
Strategy/Policy• TCO• Risk• ITSM• Data• Procurement
Digital
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Revenue Market share Market reach – Long Tail Customers Conversions Customer lifetime value Traffic & insight Customer self-service Brand awareness Relevancy & engagement Re-use of assets Democratisation of digital
Total cost of ownership Editing time/costs Time to publish content across multiple channels CMS management time/cost Systems integration overheads Specialist Web skills External agency costs Time to launch new products Call centre resources/time IT skills and costs PPC & SEO costs Translation costs
The Business Case
DecreaseIncrease
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Digital Strategy: joining the dots
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1. Increase market penetration with particular geographies/segments/products2. Increase customer retention/renewals3. Rapidly introduce new products*4. Improve operational efficiencies: agility and cost optimisation
Primary corporate
objectives
The situation SWOT Market AuditPLANDigital
Transformation
Agile MarketingPlatform
Technology
People
Process
SegmentsPersonas
Visitor Journeys
Rules based engine
Experience Management
PersonalisedEngagement
Plans
DynamicPersonalisation
Single Customer
View
AnalyticsInsight
A/B MV Testing
Simplified *Editing*Workflows*Publishing
Goals and Engagement
Values
AgileUnified
Platform
CampaignManagement
Social Connect
MobileIntelligent
WebsiteFxM
emaileCommerceWeb-to-
PrintOpen API
Databases
AttributionOptimisationPerformance
Omni-channelCOPE
Primary marcomsgoals/strategies
€Customer acquisition
€Self-service levels =optimise
costs
*€Launch product Z to segment X
€Upsell & cross-sell
€Engagement levels =retention
€IncreaseBrand
Awareness
Show me the money!
The ROI Calculator
• Objective ROI/business case & builds confidence in with key stakeholders.
• Rigour of research by; Forrester, eConsultancy, Gartner, Annuitas Group and factual case studies.
• Factors in both ALL future capital and operating costs vs. current methods and costs.
• Revenue uplift factored by the 7 stages of the Adoption Roadmap.
• Other factors: Agility, Long-Tail Reach/ROI
The Business CaseThe Sitecore Customer Experience Platform Customer Experience
Roadmap
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Digital Marcoms in Action
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• Employee empowerment
• Collective ambition
• Tight/Loose concept
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Real-time context marketing
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When mothers fill in their
circumstances, they will find
a personalised timeline
adjusted to their moment in
the mothers journey.
All content is tagged and
created for specific
‘moments of truth’ within the
mothers journey.
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
A journey backed by data
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Visit01.08.2015 09:30:06 (16 days ago)Utrecht 10.45.17.72
Care-lineQuestion about feeding schedule01.08.2015 09:20:36 (16 days ago)
Baby – 6 monthsLatest match: 3 visits, 16 days ago
Milk allergyLatest match: 3 visits, 16 days agoNutrition: Feed scheduleLatest match: 3 visits, 16 days ago
Activity Profiling Details SocialOverview
Facebook : Reaching 9 monthsConverted: 3 visits, 16 days ago
DownloadFeeding schedule 0-6 months01:08:2015 09:30:06 (16 days ago)
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Delivered omnichannel
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© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Delivered omnichannel
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Mobile appMobile app
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Delivered omnichannel
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Vending machine
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A cohesive experience
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
The ROI
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Results2014: EUR 140,ooo
2015 : EUR 1.15 Million
75%
140%
Avg. monthly
growth:
Avg. monthly
repeat purchases:
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
What next? Paul Fennemore [email protected]
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