This document discusses how companies can improve their online marketing strategies. It notes that marketing is shifting as people act as brands and brands act as people in the digital world. It emphasizes that user generated content is becoming the new social CRM. Additionally, it states that search is becoming the new personalization tool and companies need to design search experiences that are user-centric. The document also provides an overview of the key components of an online marketing toolset that can help companies enrich customer experiences across multiple digital channels.
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7. Austin, Chicago, Cincinnati, Cleveland, Columbus, Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Minneapolis, New Orleans, Philadelphia, San Francisco, San Jose, St. Louis and Toronto
29. Todays Online Marketing Toolset Bid management Execute and optimize pay-per-click search advertising External applications Connect to external systems such as CRM and eCommerce platforms External applications Collect and measure website activity Integration Layer Central Hub Optimization, segmentation and business rules, collaboration, and data repository Ad serving Target and deliver ads to online publishers Content management Manage and deploy content across multiple channels Social Deploy and track messages, applications, and activity on social networks Mobile Deploy and track messages, content, and applications to mobile devices Email Design and deploy email marketing campaigns Source: Forrester – Revisiting the online marketing suite
30. People as Brands, Brands as People The blend of corporate content & user generated content User generated content becomes the new social CRM Thinkdistribution – how do my users choose to access my brand ? - Empowerthe marketer to drive change Search is now the newpersonalization tool
31. User generated content is the new Social CRM Companies must do more to engage consumers and commit more of their online "space" to user-generated content and social media that enables direct communication with consumers. If companies don't provide these spaces, they will find it harder to track and engage consumers because they will simply go off and create their own elsewhere. Netpop research: Media Shifts to Social 2009
32. The Evolution to Social CRM SocialCRM Solution Static CRM Solution Activities Blog Contact Serve Dynamic Real-Time Communities Segmented List Friends Campaigns Ratings Sentiment 15
33. Distribution Content is King, but Distribution is Ace Commercial organizations will be racing to allow their output to exist in many new formats. The aim will be not to drive people to a home page but to scatter diverse pieces of content in multiple contexts and thread them back to the brand. Predictions 2009 – Leo Burnett Group 16
36. Empowering the marketer to drive change Empowering with rich tools Fully featured authoring experiences Ability to target content to audiences Usage of rich assets Converting user generated content into company endorsed content 19
40. Search is the new Personalization tool Site search is a critical but unfulfilling part of Web site user experiences. As complex as search may seem, users only need two things for a positive site search experience: relevant results and a useful interface. Forrester May 2010 – Site Search Best Practices
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