Digital marketing is changing faster and faster and cataclysmic changes loom on the near horizon. If your marketing department can’t adapt quickly to the changes from cross-channel marketing, personalization, marketing automation, and new analytics then your customers will find you obsolete and irrelevant. It really puts marketing in the position of adapt or die. Interviews with almost 100 top-level digital marketers reveal five common barriers to building world-class digital marketing. But, for every one of these barriers there are proven ways to get over, under, around or through them. To obtain this document, visit us at http://www.demandmetric.com/register

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BREAKING THROUGH THE TOP 5 BARRIERS
TO
WORLD-CLASS DIGITAL MARKETING

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Slides on Industry Acceleration and
Users Owning Marketing
! TBD
Marketing Overload

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WCM to Cross-Channel Digital Marketing

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What is Customer Experience?
! Integrated Platform
! Content Management
! Cross-Channel:
Email, Web, Social Media, and Print
! Capture Individual User Data
! Rule-Based and
Predictive Personalization
! Engagement Automation
– Online and Offline
! Engagement Analytics with
Business Intelligence

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Change Now or Be Trampled
Lose Competitive Advantage

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Who Is Sitecore?
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Who is Sitecore
500+employees
50countries
21awards
11years in
business
6moustaches
3000customers
500
8000developers
1000partners
1solution
social butterflies geekscoffee lovers
5 450

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Over 30,000 Sites Rely on Sitecore

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Where Are You Now in the Revolution?
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Online Digital Maturity Assessment

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In Depth Assessment
! xxx

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Customer Experience Maturity Assessment
Purpose of the Assessment
! Where is your organization today?
• Technical
• Digital Marketing
! Where do you want to be?
! When?
! How can you get there?

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Most Organizations at Initiate or Radiate
Results from Over 500 Organizations

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Stages Needed for Digital Marketing Maturity

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Online Digital Maturity Assessment

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5 Barriers to Digital Marketing Maturity
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Top 5 Barriers to Digital Marketing
! Lacking a Model of Understanding
• What to do? How to improve?
• New strategy and tactics?
! Restricted Budget
• Not enough money
• Not enough people
! Pressure for Short Term Gains
• Tie to Bus Strategy
• Low Hanging Fruit
• Inspiration, Vision, and Low Hanging Fruit
! Lacking Resources
• Get old and new done
• Shortage of staff
• Exponential increase of content with personalization and automation
! Managing Change
• Silo marketing to Cross-channel
• People change
• Organization Change

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Barrier – Lack a Process or
Model of Understanding
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Fear of the Unknown
! What do we do?
! In what order?
! What is our strategy?
! What are our tactics?

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Fear of the Unknown
! People
• How Do We Change our Organization?
• Where Do We Get New Skills?
! Processes - Marketing
• How to Improve Marketing?
• How to Tie Digital Marketing to Business Objectives?
• How to Analyze Cross-Channel Marketing?
• What Order of Implementation?
• How to Build an Effective Cross-Channel Portfolio?
! Technology
• Can we Migrate Legacy Systems?
• What Technology to Use for Cross-Channel Integration?
• What is Our Implementation Plan?

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Process Solutions
! Use a Proven Process; Don’t Be a Pioneer (arrows in back)
! Use a Vendor or Agency with Experience
in Digital Marketing Strategy
• It’s not technology – It’s People, Process, and Technology
• Start from Business Objectives, not from Marketing or Technology

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Scoping
Workshop
Engagement
Values
Workshop
Simple
Engagement
Workshop
Creating
User
Journeys
Insights &
Recommendatio
n follow-up
Optimization
Workshop
Configuring
Profiling &
Predictive
Personalization
Profiling &
Predictive
Personalization
Workshop
Engagement
Automation
Workshop
Email
Campaigning
Workshop
Use a Vendor or Agency with Knowledge
Sitecore Business Optimization Services
(SBOS) Workshops

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Process
Preparation and Implementation
1. Prepare the Vision
2. Identify Business and Marketing Objectives
3. Define 3 – 5 Persona
4. Identify Visitor Journey
5. Define Digital Marketing Goals
6. Create Architecture and UX
7. Map Digital Goals to Marketing Objectives
8. Create Digital Relevancy (Content) Map
9. Train on System
10. Implement System
11. Create and Enter Engagement Value Scale
12. Define Cross-Channel Portfolio
13. Optimize with A/B and MV Testing
14. Define Key Fingerprints
15. Capture Low-Hanging Fruit
(Rules-based Personalization)
16. Predictive Personalization
17. Incorporate Marketing Automation
Sponsorship
1. Create a Captivating Vision
2. Find a Sponsor
3. Identify Business and Marketing
Objectives
4. Prepare the Business Case
5. Sell the Now and the Future
6. Gain Executive Team Buy-In
7. Grab Intermediate Wins
8. Celebrate Intermediate Wins
9. Gain More Buy-In and Sponsors
10. Stay Transparent

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Barrier – Restricted Budget
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Problem - Restricted Budget
! Not Enough Money
! Not Enough People

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Solutions – Restricted Budget
! Visualize the Negative Impact
• Becoming Irrelevant to Prospects
• Losing Competitive Marketing Advantage
! Build the Business Cases
! Map Digital Marketing to Business Objectives
! Map the Implementation and Org Dev Plans

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Business Cases
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“During the easyJet January Sale,
easyJet’s biggest to date, our
personalised homepage was
helping fill two planes every minute”
easyJet, Head of CRM

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60% Increase New
Member Acquisition
48% Transactions
Completed Online

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Map Drivers to Business Objectives
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Drive Organizational Success with
Digital Marketing Goals
Digital Goal
Marketing
Objective
Strategic
Objective
Strategic Theme Raving Fans
Increase
Reach
Grow New
Organic
???
Increase
Sharing
???
Increase
Loyalty
Increase
Engagement
???
Identify
Segments
???

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Brainstorm Digital Goals and
Engagement Values that Drive Objectives

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Map Changes Required
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Create a Roadmap

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Barrier – Pressure for Short Term Gain
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Solutions – Pressure for Short Term Gain
! Visualize the Future
! Make the Implementation and Metrics Maps Visible
! Measure the Effect of Digital Goals on Marketing Objectives
! Optimize with A/B, MV, Value/Visit, MoM
! Capture Quick Wins with Low-Hanging Fruit

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Heroes
High Value
High Visits
Change to:
• Leverage Content
• Replicate Content/Titles
• Segment Target
Attractors
Low Value
High Visits
Change to:
• Improve Call to Action
• Better Button
• Segment Target
Converters
High Value
Low Visits
Change to:
• Increase Attraction
• Greater Visibility
• Different Channels
Inerts
Low Value
Low Visits
Change to:
• Run Longer
• Completely Change
• Delete
• Change Target Audience
New Metrics – Campaign Effectiveness

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Capture Quick Wins with Low-Hanging Fruit
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Rules-Based Personalization
The Digital Fingerprint
Keywords
Country
Region
City
Device
OS
Referral
Campaign
IP adress
IP Owner
Visitor identification
Language
Day
Time

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Rules-Based Personalization
The Digital Fingerprint
Keywords
Country
Region
City
Device
OS
Referral
Campaign
IP adress
IP Owner
Visitor identification
Language
Day
Time

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Example – Rules Based Personalization
! Sitecore customer – New World Safaris
! Uses several niche sites to drive traffic to main site
! Employs personalization across niche sites to main site

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Default
image on
home page

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Key word
search
Nice! Number
one organic
result!

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Home page for
World Primate
Safaris
When visitor goes
here…

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Hero image
personalized for
primate

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Barrier – Limited Resources
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Barrier - Limited Resources
! Not Enough People; Not Enough Time
• Do old job and transition to new
! Increased Content with Personalization and Automation

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Solutions - Limited Resources
! Focused Personalization
• Focus on Personalizing Key Website Locations
! Focused Content
• Leverage Star Content – Marketing Optimization Matrix
• Digital Relevancy Map
• Focus on Content-Psychological Leverage Points in Visitor Journey
! Focus on Retention; Less on Acquisition
• Eliminate “Random Acts of Marketing”
• 5 to 7 Times More Work to Acquire
• Retention, Upsell, Cross-sell
• Focus on Content-Psychological Leverage Points in Visitor Journey

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Spot 1
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Spot 2
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Personalization Spots on Pages
Which content is most relevant according to visitor intent?

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Persona or Visitor Segmentation

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Digital Relevancy Map
! Map Visitor Journey for Target Persona
! Identify
• Intent (how is it revealed, using the Digital Fingerprint)
• Persuasive content
• Call to Action
• Prioritize

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Stop “Random Acts of Marketing”
Know the Needs and Psychological Triggers

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Barrier – Organizational Change
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Barrier – Organizational Change
! Moving from Silo Marketing to Cross-channel
! Changing People, Skills, and Thought Patterns
• FUD
! Changing Marketing Culture and Processes
• Inertia in “How we used to do it!”
• Uncertainty in New Skills
• Fear of Risk

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Solutions – Organizational Change
! Hire an Organizational Dynamics Consultant Familiar
with Technical Change
! Communicate a Transparent Implementation Process
• Start with CxO Giving the Message - “Critical to Success”
• Continually Transmit the Vision
• Publicize the Change Model and Plan
• Display Implementation Maps
• Squash Rumors
• Communicate Status to All at Meetings

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Solutions - Organizational Change
! Motivate Management
• Business Cases
• Show Digital Marketing that Drives Business Objectives
• ERP for Marketing – Transformed Mfgr in 1990s
! Motivate the Individuals
• Easier and Better Job
• Improved Career Skills

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Call to Action
60
Call to Action

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www.sitecore.net/GetOptimized
Stages Needed for Digital Marketing Maturity

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Self-Assessment
http://www.sitecore.net/cxmaturitymodel

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Thank You
! Questions?