Remove channel barriers and focus on customer experience
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The infinite rise of marketing channels makes creating great customer experience increasingly difficult to attain. This session will show you how to break down the multichannel barriers and focus on what really matters (and converts) by serving personalised and relevant content to your customers in real time.
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Remove channel barriers and focus on customer experience
- 1. Content without boundaries How to remove channel barriers and focus on customer experience
- 2. Monday 25thof February 2013
- 9. Acting like it’s 1999
- 12. 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?
- 14. Guessing what a mobile user wants 84% are mobile at home 74% waiting in lines 64% at work
- 17. Marketers depend on data for just 11% of all customer-related decisions
- 18. Get your content ready to go anywhere because it’s going to go everywhere
- 21. “Responsive web design only optimizes content for different screen sizes, not the customer”
- 22. Mobile and location drive context
- 23. “Context - the sum total of what is known about an individual along with what he or she is currently experiencing” Julie A. Ask, Forrester
- 24. Your next pair of glasses?
- 25. Today’s channel is tomorrow’s context
- 27. Create engagement Manage experience Context awareness Take advantage of data
- 30. All about Experiences Optimize Deliver Create
- 31. Target Behavioral Web Social Customer Context Analyze Context Device App E-Mail Goals Engage Create Experiences Optimize MVT Content Products A/B
- 32. Optimize A/B Testing Multivariate Auto Testing Optimizing Web Social Mail Apps Analytics Context Multi Deliver Targeting touchpoint Social Create Touchpoint Reuse SEO Preview Content
- 33. Create Experiences Content lies at the heart of all marketing.
- 34. Create Experiences Create once Use everywhere Instant preview Adaptive templates Automatic layout
- 35. Create Social Experiences One place Different audiences Engagement analysis Real-time
- 36. Deliver Experiences Screens, channels and touchpoints. Did someone say context is king?
- 39. Content Targeting Behavior Context Business rules Everywhere Real-time
- 40. Optimize Experiences Taking advantage of numbers and counting conversions.
- 41. Optimize A/B test MVT Real-time insights Self optimized content
- 42. Analyze Overview Detailed insights Across touchpoints Conversion tracking Engagement analysis
- 43. Your Experience Design is the differentiating factor.
Editor's Notes
- Located on a disused industrial site, Hammarby Sjöstad has become one of Stockholm's largest urban development projects.Read more: http://www.thenational.ae/thenationalconversation/industry-insights/energy/stockholm-could-teach-abu-dhabi-a-few-green-lessons#ixzz2Lv4Uy5NI Follow us: @TheNationalUAE on Twitter | thenational.ae on Facebook
- Checking reservation in iPhone. Moving to iPad.
- http://static.lukew.com/MobileFirst_LukeW.pdfLuke Wroblewski – Mobile First initiative
- http://blogs.hbr.org/cs/2012/08/marketers_flunk_the_big_data_test.html
- Brad Frost
- Pebble a internet connected watch that gaining popularity - kickstarter
- RWD may in some cases only optimise the content for different screen sizes, not the user. This is why RWD needs to be combined with real time personalization that uses the user context, user behaviour and business rules to make the user experience both seamless across devices as well as personal and taking advantage of the context.
- Location Services – Most of the devices have a GPS transmitter and can track where users are when they post online. Many consumers now willingly use this to check in to places to share their location. This is huge for targeted marketing where ads can be targeted based on a set radius, profile people based on their travel and location patterns and deliver targeted campaigns.Mobile Search – Consumers are increasingly using smartphones to search on the internet and to access local information. Location aware queries such as restaurant searches, ATMs, Fuel stations are becoming more common on mobile devices. This trend will continue to expand to other services and advertisers need to deliver relevant ads based on keywords.
- Customer in the centerCustomer is in a given context using a specific device with a given screen size.
- To be able to create experiences will be a key challenge for organizations moving forward. That’s why CMS is very critical to all organizations. The usability for the things you will spend most time on, creating content or experiences, is of great importance.
- Re-use across channels, websites and sections
- Update all your social channels from one place and track channel specific measurements such as likes and comments. Personalize the message for each channel to increase conversions. Control who can make updatesIntegrated with Google AnalyticsSocial campaignsAnalytics integrationFacebook, LinkedIn, Twitter
- Mobile, tablet and desktop are all first class citizens within EPiServer! There is no “black box” rendering of mobile content. You are in control!Web channel takes care of mobile, tablet, desktopUse insights from analytics to serve context specific contentSeparate experience solving needs that can’t be handled by the web channelWeb appSolving a specific flow, like a booking app for airlinesNative appTaking advantage of phone specific features, like a boarding pass app for airlines using NFC (near field communication)
- Marketers wants to target the message for different customer segments, but the tools available are too complex or require too much work which means they usually end up with the “one message fits all” approach.orPersonalize once, target everywhere.Personalize blocks once and re-use across markets and channels to target contentSticky preview makes it easy to see what the site will look like for a specific segmentUse historyBuild segments based on user behaviorUse contextLocationDeviceUse business rulesRich users from Stockholm should be offered first class ticketsBlocks and pages can be targeted, or personalized, for a specific segment. We call this “personalize once, use everywhere” and it saves a lot of time since you can create context-aware blocks that can be used anywhere.
- Most companies have analytics tools installed on their site, but it’s usually configured in the wrong way and/or the marketers who’s working with optimization don’t have access to the insights that the analytics brings.orWe need analytics insights when optimizing content.Configuredautomatically - Everythingthat’sneeded is a GA accountAnalytics availableDashboardOn pageConversionsGoalsWhichcontentdoesn’tconvert?Which social campaignsproduce most conversions?Whichcontent drives e-commercetransactions?Cross channelGoogle Analytics codes can be used incms, social reach and episerver mail to track cross channel campaigns.
- EPiServer 7: Ready for a multi-screen world!