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

CONTENT PERSONALISATION

http://distinction.co.uk @DistinctionUK

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

MARKETING AUTOMATION

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

CASE STUDY - PICADOR

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

http://distinction.co.uk @DistinctionUK

http://distinction.co.uk @DistinctionUK

NURTURING Incomplete profiles Recommendations Interactions

http://distinction.co.uk @DistinctionUK

PICADOR

http://distinction.co.uk @DistinctionUK

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

http://distinction.co.uk @DistinctionUK

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