Enterprise web sites- Connecting with the new channelsThomas Robbins, Chief Evangelist, Kentico CMS

What’s the problem with marketing today?

The number and variety of touch points or channels that buyers interact with sellers has grown exponentially in the last few years

Who wouldn’t agree?

Source Forrester

What’s a marketing channel?

A channel may be a mobile device, retail store, web site, personal communication, email, text message,

social media site ….

Customer’s have the power of MORE!• Today’s customer’s has more control over the buying process than

todays’ marketer does• Mobile, web and social media are part of virtually everyone’s daily

life• Buyers have more choices, more sources, more outlets, more

offers and more opinions from industry pundits, peers and anonymous people to consider.

What is multichannel marketing in 2012?

The approach that marketers have adopted to manage and optimize customer engagements across the burgeoning landscape of customer touch points is generally referred to as multichannel marketing

Multichannel marketing strategies use a combination of process, technology and organizational alignment to engage current and prospective customers in all of the digital, social, and offline channels that are part of the buyers purchase process.

Forrester, May 2012

Where do you start?

• Understand your customers’ journey – What channels are customers using for research?– What channels are

customers using for purchase?

– How does the experience in one channel affect the behavior of another?

Content marketing is always a relevant conversation!

Multichannel recommendation #1

Why it’s important• Properly executed

multichannel marketing strategy is more than just new tools it’s marketing transformation!

• The challenge is to create new processes, learn new technology and rethink your role in the company

The benefits• Strategy is a necessary

independent process and activity

• Technology is an enabler• Strategic gains (mature

multichannel marketers)– 10%+ increase in ROI– 15%+ increase in customer

satisfaction– 15% reduction in sales cycle– 15%+ increase in impressions– 10% increase in campaign payback

Make it a strategic initiative

Source Forrester, May 2012

Multichannel recommendation #2

Why it’s important• Today’s world drives all

multichannel touches to your website

• Create a dynamic website that drives unique experiences for customers

• Dynamically deliver content, messages, experiences, products and offers from pools of content assets based on your knowledge of the customer’s profile, behavior and engagement history

Technology considerations• CMS (infrastructure)• Personalization• Search• Optimization (A/B, MVT

Tests)• Banner management• Customer/Support chat

Make your website a pervasive customer engagement hub

Multichannel recommendation #3

Why it’s important• Success is achieved when

interactions are calibrated with a customers current context and historical interactions

• Data aggregation is essential

• Collaboratively engage with sales

Technology considerations• CRM• Web analytics• Segmentation• Lead Scoring

Create a culture that worships customer knowledge

Multichannel recommendation #4

Why it’s important• Engagement is crucial! You

can’t meet the customers if you don’t show up.

• Customers will engage with companies that meet their needs – even when they change

Technology considerations• Social media integration

(Facebook, Twitter, Google+ , etc)

• Campaigns/Conversions• A/B, MVT Testing

(optimization)• E-Mail newsletters• Marketing automation (Drip

marketing/Lead nurturing)

Think engagement that includes campaigns

Multichannel recommendation #5

Why it’s important• Data integration and

technology integration is part of the new world

Technology considerations• HTML 5/REST• CRM integration (Salesforce,

etc.)• Cookie levels and Cookie

consent options• Translation services (XLIFF)

Build the technical infrastructure to support dynamic, cross channel conversations with customers

Multichannel recommendation #6

Why it’s important• Rethink your relationship

with marketing/IT/Sales• Marketing is and will always

be bound up in technology as the customer touch points become more digital (be disruptive)

Technology considerations• Development process with

iterative reviews• Lead scoring• Lead nurturing

Become a super collaborator

Multichannel recommendation #7

Why it’s important• Find partners that

immediately improve your current operations and has the strategy and roadmap to execute on your long term visions

• Select on vision but roll out on tactics

• Short term ROI essential to win both the battle and the war

Technology considerations• Immediate ROI• Enhanced SEO support • Cloud integration (if

needed)

Choose partners that rack up short term gains on the path to the full vision

Questions

Questions/Contact me:• e-mail: thomasr@kentico.com• twitter: @trobbins• blog: http://devnet.kentico.com/Blogs/Thomas-Robbins.aspx

Thanks!

Thomas Robbins, Kentico CMS Chief Evangelist

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Kentico CMS is one of the most powerful Customer Experience Management Systems and Content Management Systems on the planet. With over 15,000 web sites in 87 countries it is used for everything from simple web sites to complex applications.

Kentico CMS is easy to install, simple to manage and reliable.