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Digital Marketing Suite & Personalizationfiles.meetup.com/7044212/NY Metro Sitecore User Group -...
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Delivering IT Peace of MindSM
Delivering IT Peace of MindSM
Digital Marketing Suite & Personalization
Sitecore CEP, CMS and DMS
Peter Iuvara
NY Metro Sitecore User Group
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Delivering IT Peace of MindSM
Pete Iuvara is a strategic, business-centric specialist focusing on helping companies mature their operations, increase productivity and top line growth, and maximizing bottom lines. Pete currently holds a position at mindSHIFT Technologies. His role there is focused on strategic business and technical consulting, sales, and product and business development. About mindSHIFT: mindSHIFT Technologies is a leading Managed Services Provider (MSP) offering managed IT services, software-as-a-service (SaaS), VoIP, compliance and professional services to organizations around the world.
Speaker Peter Iuvara
Director, Sales & Consulting Services mindSHIFT Technologies
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Delivering IT Peace of MindSM
Presentation Abstract
Digital Marketing & Personalization • What is it: Topic Overview?
• Who cares about this anyway?
• Why should I: Value of Digital Marketing
• Where should it be used?
• How can I get this going?
– Business and Marketers know-hows
– Technologist How-to by Jim de la Bastide
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Delivering IT Peace of MindSM
Presentation Abstract
What you should get out of this • Better understanding of digital marketing
• Better understanding of personalization
• Compelling reasons to start a project
• How to start taking on the initiative
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Delivering IT Peace of MindSM
Intro
Quick Survey
• Who is currently using Sitecore?
• Are you using the DMS?
• Are you using Personalization and/or Targeted Content?
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Delivering IT Peace of MindSM
What is it?
What is it: Topic Overview
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Digital Marketing is marketing that makes use of electronic devices (such
as computers, tablets, smartphones, cellphones, digital billboards, and game
consoles) to engage with consumers and other business partners. Internet
Marketing is a major component of digital marketing. – Wikipedia
Customer Engagement through Technology
Marketing Channels Activities Platforms Audiences
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Delivering IT Peace of MindSM
What is it?
Digital Marketing
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Delivering IT Peace of MindSM
What is it?
What is it: Topic Overview
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Personalization involves using technology to accommodate the differences
between individuals. Once confined mainly to the Web, it is becoming a factor in
education, health care (i.e. personalized medicine), television, and in both
"business to business" and "business to consumer" settings. Social Network
websites use personal data to provide relevant advertisements for their users.
Websites like Google and Facebook are using account information to give better
services. – Wikipedia
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Delivering IT Peace of MindSM
What is it?
Personalization
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Delivering IT Peace of MindSM
Who cares anyway?
Who cares about this anyway?
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Marketers Technologists Management Brand/Product
Managers
Promotion
Sales
Reach
Reputation
Evangelists
Message
Content
Promotion
Touch Points
Lead Gen
Bus Development
Implement
Empower
Facilitate
Support
Become Profit Center
Oversee
Manage
Produce
Answer to …
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Delivering IT Peace of MindSM
Why should I?
Why should I: Value of Digital Marketing
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Call to Actions
Increased
Conversions
Customer
Journey
Leverage power
of platform
Get the right
message to the
right people at the
right time
How are
customers finding
you? Where
conversion,
abandons, etc.?
How are you
converting across
your multiple
channels? Do
some audience do
better than others?
Sitecore’s DMS.
Personalization,
engagement
plans and
tracking used to
be much harder.
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Delivering IT Peace of MindSM
Why Should I?
Why should I: Value of Digital Marketing (beyond the basics)
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More relevant Communications with customers/prospects
Consumer-driven communication, not business-driven
Traditional marketing efforts are becoming absolute
More touch points, and noise does not yield better results
Must be interactive and relevant at an individual level
Better Operational outcomes
A more complete customer lifecycle journey
Analytics can provide great insight into other areas of business
Approach can lead to innovation in other areas
“the important applications of any significant new technology are usually
unthinkable in advance ... people do not solve new problems with an
unfamiliar technology. We start by solving familiar problems more
efficiently; then we solve these same problems differently; and only when
we have truly internalized the capabilities of the technology we reapply our
ingenuity to new problem areas” (Hoffman & Novak, 1996)
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Delivering IT Peace of MindSM
Why should I?
How does information travel?
• Leverage the multiplier effect
• Crowdsourcing concept
• Viral distribution
57% of people talk more online than in real life @mashable
“Cyber Dis-inhibition”: 43% feel less inhibited online Euro RSCG Worldwide
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“
“
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Delivering IT Peace of MindSM
Where should it be used?
Where should it be used?
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EVERYWHERE MOBILE MARKETING
EMAIL MARKETING
CAMPAIGNS
PRODUCT BRANDING
ECOMMERCE RETAIL NEWS & MEDIA
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Delivering IT Peace of MindSM
How can I Get This Going?
How can I get this going?
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Personalization
History / Usage
Audience
Content
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Delivering IT Peace of MindSM
How can I Get This Going?
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Delivering IT Peace of MindSM
How can I Get This Going?
1 – Start with Content
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Taxonomy (i.e.: classification, tagging, keywords) will provide a
superset of the metadata you will need to target and personalize content
using the DMS.
• Make (Samsung)
• Type (LED)
• Size (55 inches)
• Price ($2,000 US)
• HDMI Inputs (4)
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Delivering IT Peace of MindSM
How can I Get This Going?
2 – Audience, Behavior & History
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Audience will provide an understanding of your customers interests as
well as data about them.
Behavior the DMS can track user activity. In addition, you can leverage
any other information you may have on this user (i.e.: order history).
• Name: Tony Stark
• Occupation: Ironman
• Location: NY
• Annual Salary: $12B US
• Order History: Purchased
24 Samsung TVs last year
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Delivering IT Peace of MindSM
How can I Get This Going?
3 – Configure DMS (Jim will elaborate and demo)
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Main Cornerstones of the DMS
Visitor Profiling
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Delivering IT Peace of MindSM
How can I Get This Going?
Maturity Model
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Source: Sitecore
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Delivering IT Peace of MindSM
How can I Get This Going?
Some Tips
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1. Follow Through – Give it some time.
2. Don’t Give Away the Keys to Your Brand Pages – consistency
3. Engage in the Process – Seek help but don’t outsource everything
4. Focus on Relevant & Trending Topics
5. Impressions & ROI are only a piece to valuation – Human Capital
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Delivering IT Peace of MindSM
Q&A Thank you!
Peter Iuvara Director Sales & Consulting Services
631-864-0270 / office 516-680-3145 / mobile Twitter (@peteiuvara)
LinkedIN [email protected]
http://peteiuvara.com