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Building Engaging Websites and Digital Experiences

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It's harder than ever to reach your target audience online. In a 2014 research study commissioned by DNN, 79% of marketing executives say it's a challenge to get (and hold) the attention of target customers. To stand a chance, you need to build engaging websites and digital experiences.

Stefan Tornquist, VP Research at Econsultancy shares trends, best practices and case studies around engaging websites and digital experiences. In this presentation, Stefan shares:

- Challenges of connecting to digitally-empowered customers
- Methods of engagement through customer experience mapping
- Challenges and opportunities in building great digital experiences
- Case studies showcasing best practices in engaging digital experiences

Publicado en: Marketing
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Building Engaging Websites and Digital Experiences

  1. 1. April 30, 2015 9am PDT Stefan Tornquist VP Research Econsultancy
  2. 2. 2 DNN / Proprietary and Confidential. All Rights Reserved.2DNN / Proprietary and Confidential. All Rights Reserved. Challenges of connecting to digitally empowered consumers Marketers are prioritizing Customer Experience (CX) Consumers want a simple life Methods of engagement through CX Methods of engagement through design Challenges and opportunities Case studies
  3. 3. 3 DNN / Proprietary and Confidential. All Rights Reserved.3DNN / Proprietary and Confidential. All Rights Reserved. Challenges of connecting to digitally empowered consumers Marketers are prioritizing CX Consumers want a simple life Methods of engagement through CX Methods of engagement through design Challenges and opportunities Case studies
  4. 4. Consumers are increasingly likely to be “continuously connected” 28 25 24 22 15 23 26 21 18 21 42 42 48 51 58 7 7 7 9 6 Global US UK Germany China %ofrespondents Frequency of connection All day long Every hour 2-4 times a day Once a day or less Source: A.T Kearney Analysis, 2014
  5. 5. Content consumption on digital devices is increasing DNN / Proprietary and Confidential. All Rights Reserved.5 47% of time spent with media is on digital … vs. 37% of time spent with TV
  6. 6. 6 DNN / Proprietary and Confidential. All Rights Reserved. …and mobile is becoming the ‘first screen’ DNN / Proprietary and Confidential. All Rights Reserved.6 56% of all time spent on U.S. online retail occurs on a mobile device “Brands that see mobile as the ‘second screen’ risk losing relevance with connected customers” -Altimeter Group, Jan 2015
  7. 7. 7 DNN / Proprietary and Confidential. All Rights Reserved. 90% of consumers move between devices to accomplish a goal
  8. 8. 8 DNN / Proprietary and Confidential. All Rights Reserved.8DNN / Proprietary and Confidential. All Rights Reserved. The number of digital touchpoints is increasing by 20% annually
  9. 9. Increased digital sophistication has reduced the impact of brands
  10. 10. 10 DNN / Proprietary and Confidential. All Rights Reserved.10DNN / Proprietary and Confidential. All Rights Reserved. Challenges of connecting to digitally empowered consumers Consumers want a simple life Marketers are prioritizing CX Methods of engagement through CX Methods of engagement through design Challenges and opportunities Case studies
  11. 11. 12 DNN / Proprietary and Confidential. All Rights Reserved. 2.1 8.1 11.4 14 10.5 14.4 6.8 10.3 12 12.1 13.1 14.3 0 2 4 6 8 10 12 14 16 Useful information about your account Right level of detail for what you need Achieve what you need to do in very few clicks Easy to carry out basic tasks e.g. download, pay Up-to-date information, e.g. pricing Easy to find what you’re looking for Points attributed to a given attribute Consumers Marketers Source: Digital Experience – Are Brands Meeting Consumer Expectations?
  12. 12. Increasing sophistication of consumers • Both groups value ease of usage e.g. “easy to find what you’re looking for” and “you can achieve what you need to do in very few clicks”. • Although consumers more likely to value “up-to-date information e.g. pricing” and “useful information about your account”.
  13. 13. But simplicity isn’t all they want… 14 DNN / Proprietary and Confidential. All Rights Reserved. 251 276 348 439 441 642 831 Products that are customized for me Very respectful of my privacy Lowest prices Easiest to shop with, save me the most time Best service when I have an issue Treat me well as a loyal customer Very trustworthy with my data/information Question: If you were building the perfect company to serve you, what would be most important? N = 618
  14. 14. 15 DNN / Proprietary and Confidential. All Rights Reserved.15DNN / Proprietary and Confidential. All Rights Reserved. Challenges of connecting to digitally empowered consumers Consumers want a simple life Marketers are prioritizing CX Methods of engagement through CX Methods of engagement through design Challenges and opportunities Case studies
  15. 15. Marketers realise the importance of CX 16 DNN / Proprietary and Confidential. All Rights Reserved. Customer experience and content marketing are the ‘most exciting opportunities’ for marketers in 2015 Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Digital Trends 2015
  16. 16. Q: “We try to differentiate through customer experience” Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Digital Trends 2015 …and are differentiating through CX
  17. 17. Personalized experiences are the priority Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Digital Trends 2015
  18. 18. 19 DNN / Proprietary and Confidential. All Rights Reserved. 48% 40% 8% 3%1% Our growth depends on personalizing the customer’s experience Strongly agree Somewhat agree Neutral Somewhat disagree Strongly disagree 88% agree that their growth depends on personalizing the customer’s experience Question: Do you agree or disagree with the following statements? N=234
  19. 19. 20 DNN / Proprietary and Confidential. All Rights Reserved. Most organizations lack the essential capabilities or tools to fulfill on that promise… 34% 37% 37% 0% 15% 30% 45% 60% We do a good job of linking our online and offline customer experiences We have the tools we need to provide exceptional customer service and experiences We are able to tie customer experience activities to revenue and/or cost savings Question: Do you agree or disagree with the following statements? N=234
  20. 20. 21 DNN / Proprietary and Confidential. All Rights Reserved.21DNN / Proprietary and Confidential. All Rights Reserved. Challenges of connecting to digitally empowered consumers Consumers want a simple life Marketers are prioritizing CX Methods of engagement through CX Methods of engagement through design Challenges and opportunities Case studies
  21. 21. 22 DNN / Proprietary and Confidential. All Rights Reserved. Q: What are the primary ways you believe your company can differentiate itself in selling to and retaining current customers?
  22. 22. Source: Econsultancy / SDL The Retailer’s Imperative 2015 Customer Experience management technologies
  23. 23. 24 DNN / Proprietary and Confidential. All Rights Reserved. Companies who are personalising web experiences are seeing an average 19% uplift in sales. Realities of Online Personalisation – Econsultancy/Monetate 2013
  24. 24. 25 DNN / Proprietary and Confidential. All Rights Reserved. Q: What are the primary ways you believe your company can differentiate itself in selling to and retaining current customers?
  25. 25. Content management = engagement 26 DNN / Proprietary and Confidential. All Rights Reserved. Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Delivering Digital Experiences
  26. 26. …but the CMS is only enhancing the experience for 31% “Our CMS facilitates a brand- enhancing digital presence” Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Delivering Digital Experiences
  27. 27. Using social media to drive engagement and visitors 28
  28. 28. Still the one 29 DNN / Proprietary and Confidential. All Rights Reserved.
  29. 29. 30 DNN / Proprietary and Confidential. All Rights Reserved.30DNN / Proprietary and Confidential. All Rights Reserved. Challenges of connecting to digitally empowered consumers Consumers want a simple life Marketers are prioritizing CX Methods of engagement through CX Methods of engagement through design Challenges and opportunities Case studies
  30. 30. Persuasion architecture Explicit directional cues: obvious, often taking the form of an arrow, line or curve that creates a visual pathway Implicit directional cues: such as line of sight, color, shape and size, and prioritization through visual weighting - Designing a website or customer journey in such a way as to convince and persuade a buyer to convert
  31. 31. 32 DNN / Proprietary and Confidential. All Rights Reserved.32DNN / Proprietary and Confidential. All Rights Reserved.
  32. 32. Experience in the moment Audience level: entry point, direction & content, third party data Individual level: purchase history, deep demographics, personality typing, loyalty info
  33. 33. Optimizing the experience…how and for whom? 34 DNN / Proprietary and Confidential. All Rights Reserved. 46% 50% 56% 54% 58% 54% 57% 56% 58% 39% 38% 40% 46% 47% 49% 0% 15% 30% 45% 60% 75% I’ve bought something with my mobile phone other than apps, music or video I’ve bought anything with my mobile phone (including apps, music and video) I’ve downloaded the mobile app for a service (TV, bank, real estate, etc.) I’ve downloaded the mobile app for a store (retail, home improvement, etc.) I’ve bought something because of an email I received Average Young AffluentQuestion: Do any of the following apply to you? N=301
  34. 34. 35 DNN / Proprietary and Confidential. All Rights Reserved.35DNN / Proprietary and Confidential. All Rights Reserved. Challenges of connecting to digitally empowered consumers Consumers want a simple life Marketers are prioritizing CX Methods of engagement through CX Methods of engagement through design Challenges and opportunities Case studies
  35. 35. DNN / Proprietary and Confidential. All Rights Reserved.36 Focus on CX is warranted but scattered. Implications for the organization tend to be underestimated.
  36. 36. DNN / Proprietary and Confidential. All Rights Reserved.37 Personalization should be more than delivering promotions…value drives margin and loyalty.
  37. 37. DNN / Proprietary and Confidential. All Rights Reserved.38 The online/offline gap has to be bridged. That’s the next phase.
  38. 38. 39 DNN / Proprietary and Confidential. All Rights Reserved.39DNN / Proprietary and Confidential. All Rights Reserved. Challenges of connecting to digitally empowered consumers Consumers want a simple life Marketers are prioritizing CX Methods of engagement through CX Methods of engagement through design Challenges and opportunities Case studies
  39. 39. Neiman-Marcus • Blending content and commerce to increase interaction • Icon showing an inbox with messages • Personalised mobile experience
  40. 40. COPD Foundation 41 DNN / Proprietary and Confidential. All Rights Reserved.
  41. 41. HSBC 42 DNN / Proprietary and Confidential. All Rights Reserved.
  42. 42. SchoolDude 43 DNN / Proprietary and Confidential. All Rights Reserved.
  43. 43. Case Study: Starbucks • Most popular mobile payment facility in US. • Improving loyalty and customer service. • Delivering a great mobile experience.
  44. 44. For More Information Visit our website to learn how Evoq Content helps you build engaging websites and digital experiences.

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