Get Personal with Your Customers – How Sitecore’s Digital Marketing System (DMS) Can Change Your Marketing
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The document discusses how Sitecore's Digital Marketing System (DMS) can be used to personalize marketing content for different users. It explains that DMS allows components on web pages to be personalized based on user profiles and behaviors. It provides examples of how content, offers, and features can be tailored for various user personas like information seekers, decision makers, and existing customers. The document also offers tips for implementing personalization, such as dynamic component placement and avoiding static fields, as well as sample scenarios for how different user types might be shown customized content.
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Get Personal with Your Customers – How Sitecore’s Digital Marketing System (DMS) Can Change Your Marketing
- 1. www.edynamic.net Blending Creativity and Technology to Deliver Better Business Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi Get Personal with Your Customers How Sitecore’s DMS Can Change Your Marketing
- 2. www.edynamic.net Blending Creativity and Technology to Deliver Better Business Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi 1 Introduction
- 3. 2 An introduction to DMS personalization How to prepare to get ready to use DMS Get some idea how to apply DMS to meet organization’s need Implementation Plan How Sitecore’s DMS can change your marketing In this webinar, we will discuss:
- 5. 4 What is Personalization? Sending a relevant message to an appropriate user Without Personalization: Broadcast With Personalization: Targeted
- 6. 5 With personalization With information that we learn from clients, we can send an appropriate message to suite them
- 7. 6 Without personalization Without any information from clients, you can only broadcast the same message which may or may not be effective
- 8. 7 Content isn’t always generic Personalization can help guide users to relevant information
- 9. 8 Personalization through DMS DMS allows components on a page to be personalized WineDrinker Beer Drinker
- 10. 99 How Personalization in DMS Works
- 11. 10 A Sitecore page is made of Components Individual page components are personalized
- 12. 11 Alter Component Attributes The Sitecore Rules Engine orchestrates components Hide Component Change Component Change Component Data
- 13. 12 Conditions Sitecore Rules Engine Conditions determine when a rule is used Sitecore contains a number of conditions DMS Profile Previous site (referrer) Manual classification of user Previously triggered “goal” Location of user (country, city, etc) Engagement plan state Custom conditions And more…
- 14. 13 Change Component Data Components read data from their “Data Source” Pages Component Data
- 16. 15 Assessment Process Determine if a target component can be orchestrated by the rules engine No assessment required: Hide Component Change Component (may require configuration) Assessment for Changing Component Data: Identify component to be personalized Check if component uses a data source Try changing the data source and see if the component reacts
- 17. 16 Change Data Source Components must use the configured data source to allow a different data source to be provided Data Source1 Lorem ipsum dolor sit amet Output 1 Data Source2 Component 1
- 19. 18 Get your site ready Steps how to prepare to implement personalization Categorize your site users
- 20. 19 Categorize your site users Create audience personas. In each persona, we should specify: What the audience needs What the website needs from that audience Opportunities for content targeting
- 21. 20 Get your site ready Steps how to prepare to implement personalization Categorize your site users Determine components on each page to personalize Prepare content for specific users Come up with the rules to change components/data Implementation and QA
- 23. 22 Avoid static placement of components Components to be personalized must be placed dynamically Dynamic placement occurs automatically in the Page Editor Static placement to be used for non- personalized components
- 24. 23 Avoid using component fields Embedding component fields in the host page reduces flexibility and makes personalization clunky Static component fields lead to static page structure Extract component fields to independent data source template
- 25. 24 Data Source VS Context Item Components must use the configured data source to allow a different data source to be provided XSLT Renderings already use data source if provided Sublayouts require code updates Lorem ipsum dolor sit amet Output 1 Component 1 Request
- 27. 26 Scenario 1 www.penexpenseapp.com Pen Expense App sells premium software packages addressing the most pressing problem in business – the overhead associated with replacing lost pens
- 28. 27 Nancy – Existing Customer Scenario 1 www.yourtechcompany.com Jim – The Information Seeker Susan – The Decider
- 29. 28 Scenario 1 Jim: The Information Seeker His Actions: Visits About Us Page Visits Product Information Watches Product Demo
- 30. 29 Scenario 1 Jim: The Information Seeker Our Response: Newsletter Signup is Prominent Product Brochure Download is Displayed Copy Reflects Product Value Proposition
- 31. 30 Scenario 1 Susan: The Decider Her Actions: Already Signed up for Newsletter Downloaded Multiple Whitepapers Filled Out Contact Us Form
- 32. 31 Scenario 1 Susan: The Decider Our Response: Display Free Trial Offer Copy Updated to Reflect Ease of Getting Started Online Chat is Now Available
- 33. 32 Scenario 1 Nancy – Existing Customer Her Actions: Owns our Software Visits Training Materials Downloads White Papers
- 34. 33 Scenario 1 Nancy – Existing Customer Our Response: Sign In is First Thing She Sees Upsell Offer is Displayed Training Seminar Event is Displayed
- 35. 34 Scenario 2 www.davisdavisdavis&davis.com Davis, Davis, Davis & Davis is a law firm with multiple practices areas, hundreds of lawyers, and multiple world wide locations.
- 36. 35 Ann – Existing Customer Scenario 2 Chris – Exec in Need Randy – The Poacher www.davisdavisdavis&davis.com
- 37. 36 Scenario 2 Chris: Exec In Need His Actions: Reads Articles on Florida Regulatory Environment Visits Regulatory Practice Area Searches for Attorney
- 38. 37 Scenario 2 Our Response: Deliver Similar Articles Display Florida Based Events Feature the Viewed Attorney Chris: Exec In Need
- 39. 38 Scenario 2 Ann: Existing Customer Her Actions: Visits New Practice Area Several Times Reviews Matters in New Area Downloads Whitepaper
- 40. 39 Scenario 2 Ann: Existing Customer Our Response: Display Related Whitepapers Display Related Matters Feature Contact Information for new Practice Area
- 41. 40 Scenario 2 Randy: The Poacher His Actions: Came From Known Law Firm Searches for Attorneys
- 42. 41 Scenario 2 Randy: The Poacher Our Response: Block Attorneys From View Copy Updates to How Awesome We Are
- 43. 42 Experienced. Founded in 1999 Trusted. Diverse business critical projects delivered for mid-size to Fortune 500 organizations Versatile. Experience across diverse verticals, including Financial Services, Technology, Retail, Media & Publishing, Education, Travel and Hospitality, Oil and Gas and others Global. Locations in United States, Canada, Middle-East and India About eDynamic eDynamic is a digital consultancy that helps clients acquire and engage customers through cutting edge interactive solutions
- 45. 4444 Thank You