3 Hot Topics for Marketers in Manufacturing - Enterprise Search, Product Information Management, and Personalization
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This document summarizes a presentation by BlueBolt, inRiver, and Episerver on 3 hot trends for marketers in manufacturing: enterprise search, product information management (PIM), and personalization. The presentation consisted of introductions from each company and a discussion of the topics led by Jason from BlueBolt on enterprise search, Carol from inRiver on PIM, and Justin from Episerver on personalization. The agenda focused on how these topics are related to generating revenue and improving the customer experience. Key takeaways are that users expect good search functionality, proper product data organization through PIM is important, and personalization increases revenue by catering content to user interests.
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3 Hot Topics for Marketers in Manufacturing - Enterprise Search, Product Information Management, and Personalization
- 1. 3 Hot Trends for Marketers in Manufacturing: Enterprise Search, Product Information Management, and Personalization A Presentation by BlueBolt, inRiver, and Episerver
- 2. Introductions: Chris from BlueBolt Chris Risner Chief Strategy Officer Role: Chris will be moderator for the webinar. Bio: Chris is the Chief Strategy Officer at BlueBolt. His role is to guide BlueBolt’s marketing, assist with sales, as well as advise with finance, business strategy, and strategic partnerships.
- 3. Introductions: Jason from BlueBolt Jason Lichon Chief Solutions Officer Topic: Jason will lead the discussion and address common issues with search in the B2B space. Bio: Jason Lichon is the Chief Solutions Officer for BlueBolt. He engages new clients to understand their needs and goals, helping to identify a technical solution and putting together a plan to get it done. He has spent a lot of time thinking about site search and will share his insights as part of this webinar.
- 4. Introductions: Carol from inRiver Carol Moriello Partner Manager North America Topic: Carol Moriello will discuss Product Information Management. Bio: Carol has worked in the IT business for more than 10 years with the last 2 years focused on Product Information Management (PIM) at inRiver Inc. She works closely with many top eCommerce organizations and Digital agencies to understand the challenges that exist in today’s multi-channel world where customer experience is key. She has a Bachelor of Arts in Business Administration, International Business, and Finance from Augustana College.
- 5. Introductions: Justin from Episerver Justin Anovick Head of Product Strategy Topic: Justin Anovick will wrap up the discussion with information on personalization. Bio: Justin Anovick is Head of Product Strategy at Episerver where he focuses on enhancing the combination of commerce and cms in the cloud.
- 6. Enterprise Search Discussion – Jason at BlueBolt Product Information Management – Carol at inRiver Personalization – Justin at Episerver Question & Answers How (andWhen) to Learn More 3 Hot Topics for Marketers in Manufacturing: Agenda
- 7. Why these topics go together: RevenueGeneration Enterprise search – help users find product PIM – Manage product data Personalization – customize presentation for each user to build relationships and increase conversions/revenue 3 Hot Topics for Marketers in Manufacturing: Agenda
- 8. Enterprise Search Jason Lichon, BlueBolt
- 9. Poll #1
- 10. 43% of site visitors go directly to the search box when visiting a site Marketing Sherpa Site Search: Why This is Important
- 11. Users don’t want to figure out your menu Trained by Amazon and Google … What are they coming to expect? Site Search: Why This is Important
- 12. Site Search: What Users Are Coming to Expect Google for “weather” and you get:
- 13. Site Search: What Users Are Coming to Expect Ask a technical question and get step by step instructions:
- 14. 80% of site visitors abandon sites if search functionality is poor Jupiter Media Matrix Site Search: Why This is Important
- 15. Everyone knows that search is important, But still many fail.WHY? Site Search: Still Many Fail
- 16. Site Search: Why Many Sites Have Poor Search A good search requires custom implementation. One size doesn’t fit all. Different kinds of content require different approaches. Search is hard if you don’t have expertise. You need a partner.
- 17. Site Search: Particular Challenges for Manufacturers 2 distinct kinds of content: • Products • Everything else – datasheets, HTML content, brochures, etc.
- 18. Site Search: Particular Challenges for Manufacturers PRODUCT SEARCH Effective product search often requires parametric Good source data is critical – a PIM helps Mouser example …
- 19. Site Search: Particular Challenges for Manufacturers
- 20. Site Search: Particular Challenges for Manufacturers CONTENT SEARCH Effective non-prod content requires linguistic filters. Effective personalization helps with this.
- 21. Site Search: Where to Go From Here Recognize that there are no “off the shelf” solutions that can be plugged into your website and be effective. There are several search engines that can serve as the basis for a solution. All options worth considering will require “custom fitting.”
- 22. Product Information Management Carol Moriello, inRiver
- 23. Poll #2
- 24. 66% of consumer visits to a manufacturer’s website involve learning about or purchasing products, versus only 10% come to get support or services. Forrester PIM: Why This is Important
- 25. | 25
- 26. SEARCH EVALUATE BUY How to reach the empowered buyer - SEO - Site navigation - On site search - Based on product content - Categories/specs - USP’s and Rich media - Ratings / reviews - Up-sell/Cross-sell - Based on product content - Check-out - Payment - Order confirmation - Delivery notification - Review reminder
- 27. THE QUALITIES OF GREAT INFORMATION FOR A GREAT CUSTOMER EXPERIENCE Valuable Findable Correct ConsistentRelevant Desirable
- 28. | 28 Field Value Item DT620 Item name Timer-Plug IN Price DT620 In stock 32 Warehouse / Bin Location 12A Pieces / Box 6 Size Class 4 Mfg. Item.no. DT620 DT Series What’s the problem?
- 30. | 302016-08-12Copyright inRIver. | 3 0 How bad can this get?
- 31. Mobile Resellers/Distributors Promotions Print Web E-commerce Marketplaces Category management PLM SUPPLIER S ERP Product marketing Photographer ENRICH SUPPLY PLAN & RELEASE PUBLISH BRING ORDER TO THE CHAOS
- 32. PXM - A three-in-one concept Tabular Data (SIZE, COLOR, MATERIAL) Digital Assets (IMAGES, VIDEOS, PDF’S) Planning (PRODUCT INTRO, PROMO’S)
- 33. | 33 Great Customer Experience Increased Revenue Operational Efficiency TYPICAL GOALS
- 34. CONCLUSION By building a solid foundation, you can easily reuse the content you create to build a personalized experience for every shopper. Creating a personalized customer experience for every shopper requires an ever increasing amount of product content.
- 36. Poll #3
- 37. Nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g. offers, ads, promotions) appear that have nothing to do with their interests. Janrain & Harris Interactive Personalization: Why This is Important IgnoreWebsite Personalization at your own Peril
- 38. In-house marketers who are personalizing their web experiences and who are able to quantify the improvement see, on average, a 19% uplift in sales. Monetate/eConsultancy Personalization: Why This is Important But, doing it right can have a huge upside
- 39. Vision | Digital Experience Optimization • Measure and interpret impact of experiences • Explore journeys and tune for goals • Suggest actions for experience improvement • Deliver the next best experience
- 41. 41 Strategy Authoring Management Language Intelligence Machine Automatic Landing Page Marketer & Merchandiser Assisted Personalization Testing Personalization
- 42. Strategy Authoring Management Automatic Landing Pages Behavioral Optimization Language Intelligence Marketer & Merchandiser Machine Product&Content Recommendations Automated Personalization Service Assistance
- 47. Personalization • DataCaptured • MarketingAutomation • CMS/Commerce --------------------------------------------- ------------- • CRM • Social • DataWarehouse • Financial Platforms • ANYWHERE 47
- 48. Wrap Up – Key Takeaways Enterprise Search – Users expect good search and will leave if they can’t find what they are looking for. Great search can drive conversions & revenue. PIM – Modern products are complex and making sure users can find the right information takes work. Organizing the data/proper structure is critical. Personalization – Using personalization to cater content to the user’s interests improves the relationship, which increases revenue. Technology is continuing to make personalization possible and easier to implement.
- 50. Learn More - www.blueboltsolutions.com/search - www.episerver.com - www.inriver.com
- 51. Personal Info Follow up Jason Lichon at BlueBolt – jlichon@blueboltsolutions.com Carol Moriello at inRiver – carol.Moriello@inriver.com Justin Anovick at Episerver – Justin.Anovick@episerver.com
- 52. Learn More We will send an email in the next 24-48 hours with links to the webinar replay as well as the presentation itself
- 53. Learn More – Upcoming Webinars September 13, 2016 @ 1pm CT – Enterprise Search September 20, 2016 @ 1pm CT – Product Info Management September 27, 2016 @ 1pm CT – Personalization
- 54. THANK YOU FOR YOUR TIME!
Notas del editor
- Measure – Monitoring all of the interactions made my the customers Journeys – Review common paths and the most popular content served around the experience Suggestions – Content that’s performing well or a new segment you should start to target Next Best – Start to delivery the next best content to convert that particular type of customer in the current context they’re in
- This is the way digital marketing and CMS systems have worked for a long time. They have put a huge burden on the marketer, and offered very little in terms of machine intelligence or automation. The marketer has to manage everything from strategy, content inventory, authoring, creating web navigation, writing and sending emails, test everything, and then measure and follow up.
- At Episerver, we have taken a different approach. We know that there are many things only a human can do, but there are also a number of things that our system can do much better and more efficient than any human. For instance, we can gather data from thousands or millions of visitor interactions, and automatically tune how we present content on a website. We can do personalisation without having to add rules manually. And, we can interpret the language of visitors searching for information, to give them exactly what they want.
- We’ve had I think one of the market’s easiest systems for personalization. But when we talk with our own customers, we find that some people don’t use it even if they could benefit. So what we have come to realize is that you can’t just make a incrementally better personalization system, but we need to take a different – essentially algorithmic approach. We will also talk about how we can bridge fully autonomous and automated solutions and the manual work marketers do best. Also, we’re adding a tool to give marketers better insights in forming their strategies.