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Driving Visitor Engagement - Internet World 2014 presentation by James Bloor

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James Bloor presented a case study of Picador, which is built on Kentico EMS platform. He discussed how content personalisation and marketing automation are used to optimise engagement and visitor experience.

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Driving Visitor Engagement - Internet World 2014 presentation by James Bloor

  1. 1. Driving Visitor Engagement Through Content Personalisation And Marketing Automation James Bloor –Director, Distinction @DistinctionUK http://distinction.co.uk Visit Kentico on stand IW470
  2. 2. HELLO… I’m James Bloor Managing Director at Distinction @JamesBloor http://distinction.co.uk @DistinctionUK
  3. 3. Publishers of contemporary fiction, non-fiction and poetry Online community platform Built on Kentico EMS http://distinction.co.uk @DistinctionUK CASE STUDY… PICADOR
  4. 4. KENTICO EMS Integrated CMS, ecommerce and online marketing Over 18,000 websites in 90 countries Stand IW470 For a free trial, visit: bit.ly/trykentico http://distinction.co.uk @DistinctionUK
  5. 5. Web analytics A/B and MVT testing Landing pages Lead scoring Segmentation Content personalisation Email marketing Social media marketing Marketing automation Salesforce integration http://distinction.co.uk @DistinctionUK MARKETING FEATURES OF KENTICO EMS
  6. 6. Web analytics A/B and MVT testing Landing pages Lead scoring Segmentation Content personalisation Email marketing Social media marketing Marketing automation Salesforce integration http://distinction.co.uk @DistinctionUK MARKETING FEATURES OF KENTICO EMS
  7. 7. CONTENT PERSONALISATION http://distinction.co.uk @DistinctionUK
  8. 8. WHAT IS CONTENT PERSONALISATION? Displaying the right content To the right person At the right time http://distinction.co.uk @DistinctionUK
  9. 9. WHAT IS CONTENT PERSONALISATION? It creates a two-way conversation http://distinction.co.uk @DistinctionUK
  10. 10. CLEAR BENEFITS In a study of over 93,000 calls to action, Hubspot found that those targeted to the user had a 42% higher conversion rate (Source: HubSpot) http://distinction.co.uk @DistinctionUK
  11. 11. CLEAR BENEFITS 61% of visitors feel more positive about a brand when marketing messages are personalised (Source: Econsultancy) http://distinction.co.uk @DistinctionUK
  12. 12. ATTITUDES ARE CHANGING… 74% of consumers get frustrated with websites when content has nothing to do with their interests Source: Janrain & Harris Interactive http://distinction.co.uk @DistinctionUK
  13. 13. ATTITUDES ARE CHANGING… 84% of marketing executives plan on developing a process to map content to buyer journey stage Source: Aberdeen http://distinction.co.uk @DistinctionUK
  14. 14. YET ADOPTION IS SLOW 60% of marketers struggle to personalise content in real-time Yet 77% believe real-time personalisation is crucial (Source: Neolane & DMA) http://distinction.co.uk @DistinctionUK
  15. 15. YET ADOPTION IS SLOW Reasons for not implementing content personalisation (Source: Neolane & DMA) : • Complexity of systems (50%) • No access to real-time data (46%) • Data privacy issues (45%) http://distinction.co.uk @DistinctionUK
  16. 16. YET ADOPTION IS SLOW 68% of marketers view their content management systems as unsuitable for personalisation (Source: Adobe/Econsultancy) * Remember – pop over to stand IW470 to see how easy Kentico is! http://distinction.co.uk @DistinctionUK
  17. 17. MARKETING AUTOMATION http://distinction.co.uk @DistinctionUK
  18. 18. WHAT IS MARKETING AUTOMATION? It is the automation of tasks and workflows To increase operational efficiency And grow revenues more quickly By creating better engagement with visitors http://distinction.co.uk @DistinctionUK
  19. 19. WHAT IS MARKETING AUTOMATION? It facilitates the conversation, and builds the relationship http://distinction.co.uk @DistinctionUK
  20. 20. WHAT MARKETING AUTOMATION IS NOT… It is not ‘just’ a sales tool It does not remove human interaction It is not easy http://distinction.co.uk @DistinctionUK
  21. 21. Dynamic content management Landing pages Lead scoring Lead management / nurturing Segmentation and personalisation Email marketing Campaign management Conversion optimisation Social media marketing Mobile marketing CRM integration Marketing analysis… http://distinction.co.uk @DistinctionUK MARKETING AUTOMATION INCLUDES…
  22. 22. WHY USE AUTOMATION? 77% of those implementing marketing automation see direct increases in revenue (Source: Salesforce/Pardot) http://distinction.co.uk @DistinctionUK
  23. 23. WHY USE AUTOMATION? 58% of those implementing automation are better able to measure performance (Source: Salesforce/Pardot) http://distinction.co.uk @DistinctionUK
  24. 24. WHY USE AUTOMATION? 65% of those implementing automation gain more insight into marketing and sales activities (Source: Salesforce/Pardot) http://distinction.co.uk @DistinctionUK
  25. 25. CASE STUDY - PICADOR http://distinction.co.uk @DistinctionUK
  26. 26. Publishers of contemporary fiction, non-fiction and poetry Online community platform Built on Kentico EMS http://distinction.co.uk @DistinctionUK PICADOR
  27. 27. GOALS Engagement Social activity Internal adoption External innovation http://distinction.co.uk @DistinctionUK PICADOR
  28. 28. SOLUTION Help users discover new books and authors Give users a feeling of community http://distinction.co.uk @DistinctionUK PICADOR
  29. 29. SEGMENTATION Create “personas” Group of visitors with similar goals, behaviours, demographics, intentions… http://distinction.co.uk @DistinctionUK PICADOR
  30. 30. SCORING Create rules for visitor activities and attributes Based on scores, visitors fall into a persona http://distinction.co.uk @DistinctionUK PICADOR
  31. 31. TRACKING Visitor activity – page views, downloads, interactions… User attributes – location, device, referrer, new/repeat… http://distinction.co.uk @DistinctionUK PICADOR
  32. 32. CAMPAIGNS & LANDING PAGES Engaging content Drive targeted traffic Continually optimise http://distinction.co.uk @DistinctionUK PICADOR
  33. 33. MY PICADOR Private reading lists Book recommendations Favourite books, authors and genres Follow other users http://distinction.co.uk @DistinctionUK PICADOR
  34. 34. http://distinction.co.uk @DistinctionUK
  35. 35. NURTURING Incomplete profiles Recommendations Interactions http://distinction.co.uk @DistinctionUK PICADOR
  36. 36. http://distinction.co.uk @DistinctionUK
  37. 37. RESULTS http://distinction.co.uk @DistinctionUK PICADOR Active online community Users are discovering new things Internal very well received Discussions to roll out on other global properties
  38. 38. CLOSING THOUGHTS http://distinction.co.uk @DistinctionUK
  39. 39. CLOSING THOUGHTS It is a win-win situation Implemented effectively, personalisation and automation benefits both site owners and users http://distinction.co.uk @DistinctionUK
  40. 40. CLOSING THOUGHTS The evolution of consumer behaviour when society and technology evolve faster than the ability to exploit it. Digital Darwinism does not discriminate – every business is threatened. Brian Solis - @BrianSolis http://distinction.co.uk @DistinctionUK
  41. 41. Thank You Any questions? Stand IW470 bit.ly/trykentico James Bloor – Founder and Managing Director - Distinction @DistinctionUK http://distinction.co.uk

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