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5 Steps to Building a Smarter Digital Marketing Foundation

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Join experts from Adobe, Cvent, and Invoca as they share their tips for building a smarter digital marketing foundation.

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5 Steps to Building a Smarter Digital Marketing Foundation

  1. 1. Omnichannel Done Right: 4 Winning Examples + How-to Tips 5 Steps to Building a Smarter Digital Marketing Foundation
  2. 2. Lauren Ishimaru Sr. Product Marketing Manager Speakers Haresh Kumar Dir, Strategy and Product Marketing AEM Megan Lau Manager, Digital Marketing
  3. 3. We live in a mobile, omnichannel world. 90% of consumers move between multiple devices to accomplish their goals.
  4. 4. Omnichannel is the top priority for CMOs. Omni-channel leaders outperform all others. of CMOs are focused on connecting fragmented campaigns into a complete customer journey. 61% SOURCE:CMO Council Predicting Routes to Revenue 2016, IBM Global State of Marketing Report 2013
  5. 5. Challenge: How do you build the right digital marketing foundation?
  6. 6. 7 Haresh Kumar Dir, Strategy and Product Marketing AEM
  7. 7. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  8. 8. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Source: Forrester,’s Customer Experience Index and Watermark Consulting, 2014 Cumulative Total Return Customer Experience Leaders Outperform the Market 7-Year Stock Performance Customer Leaders vs. Laggards vs. S&P 500 (2007-2013) Customer Experience leaders make doing business with them easy and enjoyable and are effective at meeting needs of their customers Importance of Experience 77.7% Customer Experience Leaders 51.5% S&P 500 Index -2.5% Customer Experience Laggards
  9. 9. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10 Trends ImpactingCustomer Experience Delivery 76% 76% of marketers look at the ease of integration between software components as the primary factor when choosing marketing technology. Forrester, Digital Experience Delivery Survey 2015 89% 89% of marketers expect to compete primarily on the basis of the customer experience by 2016. Gartner, Importance of Customer Experience Is on the Rise Top challenges to creating a complete customer view: • Poor data quality • Siloed departments • Inability to link different technologies Experian Marketing Services, 2015 Digital Marketer Survey
  10. 10. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Sources: Adobe Digital Index & Harris/Eventbrite poll in 2016 1 1 Reaching Millennials requires delivering connected experience Millennials own an average of 7.7 connected devices, and use 3.3 devices daily. Smartphones are the most commonly owned and used device. Millennials not only switch, they do so morefrequently! Nearly 8 in 10 consumers (79%) and 90% of Millennials report switching devices some of the time when engaged in an activity Two-thirds (66%) of device owners find it frustrating when content is not synchronized across devices. 78% of millennials said they’d rather spend money on a desirable experience than buy coveted goods
  11. 11. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12 Connected Customer Journey Requires Always on Approach CONSUMER AWARENESS PURCHASE SERVICE LOYALTY Word of Mouth PR Radio, TV, Print, Outdoor Digital Billboards Viral Emails Online Ads Consumer looking online Interested in product Buys Product, becomes Customer Likes CONSIDERATION Mobile Website In Store Evaluation of Alternatives Trial/Get Advice Validate Advice Download Delivery SUBSCRIBE TO… Blog Email Newsletter Promotion on Invoice Mailing List of Ads and Promotions
  12. 12. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Always-on: Real-time, relevant, personalized
  13. 13. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How to Build Digital Marketing Foundation BUILD GREAT EXPERIENCES AND DELIVER ACROSS EVERY TOUCHPOINT UNDERSTAND AND ADAPTTOTHE RIGHT PERSON, RIGHT PLACE, RIGHTTIME
  14. 14. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. .000 .003.001 .002 USER EXPERIENCEUSER ACTIONS Predict The Last Millisecond Listen CRM 3rd Assemble Deliver Always-on: Real-time, relevant, personalized
  15. 15. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Disparate product interfaces, data sets, and methodologies Inflexible and hard to secure infrastructure Complex product integrations Slow time-to-market and lack of expertise 16 Digital Foundation: Build a better foundation for digital marketing Challenges
  16. 16. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital Foundation Solution Framework CREATE engaging cross-channel digital experiences ENGAGE customers through personalized marketing messages LEARN about your audience and their interests FOCUS on marketing while passing the IT worry to Adobe
  17. 17. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
  18. 18. Megan Lau Manager, Digital Marketing
  19. 19. Cvent’s Marketing Tech Stack
  20. 20. SEARCH EMAIL SOCIAL WEBSITE DISPLAY Analytics is the foundation of digital success. Analytics
  21. 21. Customer: Campaign: ROI: Next Step: CALL SEARC H EMAI L SOCIA L WEBSIT E DISPLA Y Unknown Unknown Unknown Unknown Using offline data in addition is crucial. +
  22. 22. Existing Customer (Cross-Sell Opportunity) New Customer Sales Team Other Queries Understanding channel user behavior is important.
  23. 23. Using online and offline data to personalize our messaging and customer experience. Asked about Cvent’s Onsite Solutions
  24. 24. • New Sales Call • Up Sell Call • Service Call • Junk Call • Initial Inquiry • Competitive Comparison • Pricing Discussion • Completed Purchase • Repeat Customer • High Potential Prospect • Time Waster • Cross-Sell Opportunity • Evaluating Competitor • Confused by Pricing • Interested in New Offering • Wants to Change Plans CALL TYPE PURCHASE FUNNELCONVERSATION TOPICS CALLER PROFILE Call intelligence gives us additional insight into each conversation.
  25. 25. Offline data helps to prove ROI to stakeholders.
  26. 26. Lauren Ishimaru Sr. Product Marketing Manager
  27. 27. #InvocaSummit
  28. 28. OPTIMIZE campaign performance PERSONALIZE the caller experience AUTOMATE the omnichannel journey EXPAND your audience
  29. 29. 5 Takeaways for Building a Smarter Digital Marketing Foundation 1. Always on: Real-time, relevant, personalized 2. Key solution attributes: Create, engage, learn, focus 3. Analytics is the foundation: Guide your digital marketing strategy 4. Personalization is key: Customize the customer journey 5. Offline engagements matters: Capture and share the right data
  30. 30. Lauren Ishimaru Sr. Product Marketing Manager Q&A Haresh Kumar Dir, Strategy and Product Marketing AEM Megan Lau Manager, Digital Marketing
  31. 31. Sales@invoca.com 888-691-1930

Join experts from Adobe, Cvent, and Invoca as they share their tips for building a smarter digital marketing foundation.

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