Post on 07-Dec-2014
description
Driving Visitor Engagement
Through Content Personalisation And Marketing Automation
James Bloor –Director, Distinction @DistinctionUK http://distinction.co.uk
Visit Kentico on stand IW470
HELLO…
I’m James Bloor Managing Director at Distinction @JamesBloor http://distinction.co.uk @DistinctionUK
Publishers of contemporary fiction, non-fiction and poetry Online community platform Built on Kentico EMS
http://distinction.co.uk @DistinctionUK
CASE STUDY… PICADOR
KENTICO EMS
Integrated CMS, ecommerce and online marketing Over 18,000 websites in 90 countries Stand IW470 For a free trial, visit: bit.ly/trykentico
http://distinction.co.uk @DistinctionUK
Web analytics A/B and MVT testing Landing pages Lead scoring Segmentation
Content personalisation Email marketing Social media marketing Marketing automation Salesforce integration
http://distinction.co.uk @DistinctionUK
MARKETING FEATURES OF KENTICO EMS
Web analytics A/B and MVT testing Landing pages Lead scoring Segmentation
Content personalisation Email marketing Social media marketing Marketing automation Salesforce integration
http://distinction.co.uk @DistinctionUK
MARKETING FEATURES OF KENTICO EMS
WHAT IS CONTENT PERSONALISATION? Displaying the right content To the right person At the right time
http://distinction.co.uk @DistinctionUK
WHAT IS CONTENT PERSONALISATION? It creates a two-way conversation
http://distinction.co.uk @DistinctionUK
CLEAR BENEFITS
In a study of over 93,000 calls to action, Hubspot found that those targeted to the user had a 42% higher conversion rate (Source: HubSpot)
http://distinction.co.uk @DistinctionUK
CLEAR BENEFITS
61% of visitors feel more positive about a brand when marketing messages are personalised (Source: Econsultancy)
http://distinction.co.uk @DistinctionUK
ATTITUDES ARE CHANGING…
74% of consumers get frustrated with websites when content has nothing to do with their interests Source: Janrain & Harris Interactive
http://distinction.co.uk @DistinctionUK
ATTITUDES ARE CHANGING…
84% of marketing executives plan on developing a process to map content to buyer journey stage Source: Aberdeen
http://distinction.co.uk @DistinctionUK
YET ADOPTION IS SLOW
60% of marketers struggle to personalise content in real-time Yet 77% believe real-time personalisation is crucial (Source: Neolane & DMA)
http://distinction.co.uk @DistinctionUK
YET ADOPTION IS SLOW
Reasons for not implementing content personalisation (Source: Neolane & DMA) : • Complexity of systems (50%) • No access to real-time data (46%) • Data privacy issues (45%)
http://distinction.co.uk @DistinctionUK
YET ADOPTION IS SLOW
68% of marketers view their content management systems as unsuitable for personalisation (Source: Adobe/Econsultancy)
* Remember – pop over to stand IW470 to see how easy Kentico is!
http://distinction.co.uk @DistinctionUK
WHAT IS MARKETING AUTOMATION? It is the automation of tasks and workflows To increase operational efficiency And grow revenues more quickly By creating better engagement with visitors
http://distinction.co.uk @DistinctionUK
WHAT IS MARKETING AUTOMATION? It facilitates the conversation, and builds the relationship
http://distinction.co.uk @DistinctionUK
WHAT MARKETING AUTOMATION IS NOT… It is not ‘just’ a sales tool It does not remove human interaction It is not easy
http://distinction.co.uk @DistinctionUK
Dynamic content management Landing pages Lead scoring Lead management / nurturing Segmentation and personalisation Email marketing
Campaign management Conversion optimisation Social media marketing Mobile marketing CRM integration Marketing analysis…
http://distinction.co.uk @DistinctionUK
MARKETING AUTOMATION INCLUDES…
WHY USE AUTOMATION?
77% of those implementing marketing automation see direct increases in revenue (Source: Salesforce/Pardot)
http://distinction.co.uk @DistinctionUK
WHY USE AUTOMATION?
58% of those implementing automation are better able to measure performance (Source: Salesforce/Pardot)
http://distinction.co.uk @DistinctionUK
WHY USE AUTOMATION?
65% of those implementing automation gain more insight into marketing and sales activities (Source: Salesforce/Pardot)
http://distinction.co.uk @DistinctionUK
Publishers of contemporary fiction, non-fiction and poetry Online community platform Built on Kentico EMS
http://distinction.co.uk @DistinctionUK
PICADOR
GOALS Engagement Social activity Internal adoption External innovation http://distinction.co.uk @DistinctionUK
PICADOR
SOLUTION Help users discover new books and authors Give users a feeling of community
http://distinction.co.uk @DistinctionUK
PICADOR
SEGMENTATION Create “personas” Group of visitors with similar goals, behaviours, demographics, intentions… http://distinction.co.uk @DistinctionUK
PICADOR
SCORING Create rules for visitor activities and attributes Based on scores, visitors fall into a persona http://distinction.co.uk @DistinctionUK
PICADOR
TRACKING Visitor activity – page views, downloads, interactions… User attributes – location, device, referrer, new/repeat…
http://distinction.co.uk @DistinctionUK
PICADOR
CAMPAIGNS & LANDING PAGES Engaging content Drive targeted traffic Continually optimise
http://distinction.co.uk @DistinctionUK
PICADOR
MY PICADOR Private reading lists Book recommendations Favourite books, authors and genres Follow other users http://distinction.co.uk @DistinctionUK
PICADOR
NURTURING Incomplete profiles Recommendations Interactions
http://distinction.co.uk @DistinctionUK
PICADOR
RESULTS
http://distinction.co.uk @DistinctionUK
PICADOR Active online community Users are discovering new things Internal very well received Discussions to roll out on other global properties
CLOSING THOUGHTS
It is a win-win situation Implemented effectively, personalisation and automation benefits both site owners and users
http://distinction.co.uk @DistinctionUK
CLOSING THOUGHTS
The evolution of consumer behaviour when society and technology evolve faster than the ability to exploit it. Digital Darwinism does not discriminate – every business is threatened.
Brian Solis - @BrianSolis
http://distinction.co.uk @DistinctionUK
Thank You Any questions?
Stand IW470 bit.ly/trykentico
James Bloor – Founder and Managing Director - Distinction
@DistinctionUK http://distinction.co.uk