Engaging consumers through digital experiences

Engaging Consumers through Digital Experiences

Jorge Teyssandier,

VP Technology

Julio De Salvo, Technical Director

Javier Scher, Technical Director

Sebastián Gesualdo, Technical Director

Mariano D’Agostino,

Drupal Architect

Juan Casanova, Technical Director

Delfina Casal, Digital

Marketing Practice Lead

Agustín Baretto, Product Manager

Companies engage with “technology voracious” users, customers, employees, partners who have high expectations.

Today’s challenge

Globant Proprietary | Confidential Information

Users demand more personalized experiences.They want to create an emotional tie with brands, which in turn increases loyalty.

NEEDS TO ADAPTNEEDS TO TRANSFORM ITS BUSINESSNEEDS TO CREATE NEW AND SMART JOURNEYS FOR USERS

The Opportunity

Every company in the world...


How can Manolo target their experience to millennials during summer holidays?


Globant is a digitally native technology services company


We dream and build digital journeys that matter to millions of users, a pure play on emerging technologies.

We are the place where innovation, design, and engineering meet scale.

We deliver value by leveraging global talent from development centers in North America, Latin America, and Asia.


Smart Digital Journey Engine

Store Mobile App Website Wearable Device Ecommerce

big data fast data

Services over Platforms

Consumer ExperienceCognitive Computing

Creating a Digital Journey

CMS digital marketing


Do you remember?

1996

Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.


CONTENT IS KINGX

DIGITAL CONTENT MARKETING...or bringing content to the right level...


SeamlessOmnichannelExperience

Context

ContextContent

Consistency


PERSONALIZATION


http://www.youtube.com/watch?v=7bXJ_obaiYQ

PERSONALIZATIONis the use of data to deliver a relevant and engaging experience to a customer across channels and devices (even in B2B).

GOAL: Become an organization your customer trust.


what do marketers say?

68% marketers plan to use more personalization.

ROI of Personalized Marketing Campaigns According to US Marketers, March 2011% of respondents

45%: Would be better with more relevant data.34%: Highly effective & measurable ROI.14%: Better response rate than mass-market.7%: Response has been marginal.

PERSONALIZATIONwhat do customers say?

Consumers appreciate customized recommendations...but they put off by:superficial recommendation: “they only know my name.negative recommendations: “products I don’t care, products I’ve refused or sensitive for me”.


OPTIMIZATIONUnderstand how your content is performing in real time and promote the best content.

PROBLEMS

Slow time to market to identify best performing content.Inability to promote information sharing because because of organization skills.Struggle to correct course once low performing course is identified.

GOALS

Serve most relevant content first.Proactively author content based on trends.Leverage analytics capabilities when authoring content.


KEY TAKEAWAYSShorten the cycle of iterations (aka be agile).

Close the feedback loop.

Empower people with great technology.


Digital Marketing

The promotion of products or brands via one or more forms of targeted and measurable electronicmedia & technology.


AWARENESS

Strangers

CONSIDERATION

Visitors

EVALUATION

Leads

PURCHASE

Customers

LOYALTY

Advocates


Marketing Funnel Model

SOCIAL MEDIA

SEARCH ENGINE OPTIMIZATION

CONTENT CREATION

DIGITAL ADVERTISING

SOCIAL APPS &CUSTOM SOLUTIONS

EMAIL MARKETING

ANALYTICS & POST-CLICK ANALYSIS

Digital Marketing Activities


AWARENESS

Strangers

CONSIDERATIONVisitors

EVALUATIONLeads

PURCHASECustomers

LOYALTYAdvocates

SEO

Social Media

Content Creation

Digital Advertising

Email Marketing

Social Apps + Custom Solutions

Activities + Strategies

Goals

Objective

Strategy

Tactic

What is a Digital Marketing Strategy

S - SpecificM - MeasurableA -AttainableR - RelevantT - Time- Bound

Let's create a DM Strategy for Manolo:

1. Explore the situation2. Define objective3. Define the strategy4. Implement


1. Explore the situation


Millennials

connected

carpe diem

sharing and participation

experiencesnot posessions

online transactions


Objective

Strategy

Tactics

Increase sales by X% among millennials during Summer Vacations

2. Define goals


Increase sales among millennials during Summer Vacations

Based on offering relevant experiences

Objective

Strategy

Tactics

3. Define strategy

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Increase sales among millennials during Summer Vacations

Based on offering relevant experiences

cha cha channn...

Objective

Strategy

Tactics

4. Implement

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Focus on Mobile & Social


AWARENESS

Strangers

CONSIDERATION

Visitors

EVALUATION

Leads

PURCHASE

Customers

LOYALTY

Advocates

Marketing Funnel


e-Commerce for Deliveries


AWARENESS

Strangers

CONSIDERATION

Visitors

EVALUATION

Leads

PURCHASE

Customers

LOYALTY

Advocates

Marketing Funnel


Crowdsourcing & Fun


AWARENESS

Strangers

CONSIDERATION

Visitors

EVALUATION

Leads

PURCHASE

Customers

LOYALTY

Advocates

Marketing Funnel


Time-based coupons Globant Proprietary | Confidential Information

AWARENESS

Strangers

CONSIDERATION

Visitors

EVALUATION

Leads

PURCHASE

Customers

LOYALTY

Advocates

Marketing Funnel


Weather Targeted Ads


AWARENESS

Strangers

CONSIDERATION

Visitors

EVALUATION

Leads

PURCHASE

Customers

LOYALTY

Advocates


Marketing Funnel

Web Experience Management

Digital journeys through seamless experience

content delivery

content aggregation

content creation

web feed push email ads


Content & Digital Journey


content delivery

content aggregation

content creation

web feed push email tracking & analytics

reco & perso, mktg automlocation time history interests social

ads



The early years - 90sThe age of static pages


Rebuilding during the noughties - 2000sDynamic pages and rise of CMS



Trust me. I’m a programmer.

First Content Management Systems


New Generation of CMSGetting to the next stage


Everyone can build a website now!


● Video & Interactive multimedia● Social interaction● Support for mobile devices● Multi-site & Localization● Publication workflow● Advanced security● Integration with 3rd parties● Digital Marketing tools

New Features


DEVPOD


Team Composition

CMS Dev

UX Designer

Site Builder

UI Designer

QC Analyst

Tech Lead

Content Producer

PM

BA

Frontend Dev


content delivery

content aggregation

content creation


reco & perso, mktg automlocation time history interests social

ads




content delivery

content aggregation

content creation repository workflow user mgmnt search media


reco & perso, mktg autom

content optimization

location time history interests social

ads



TheForrester

Wavereport


Success StoriesAmazing experiences for Globers, awesome

products for customers Globant Proprietary | Confidential Information


Complete redesign of the current site for NatGeo Kids. To make a mobile-friendly National Geographic Kids website that engages visitors and inspires a generation of curious kids to learn.

● Six month project, work felt like a great week at camp that you never wanted to end.

● Launched in 2014

● Won Webby People's Voice Award 2015

National Geographic Kids


Global PUMA.com

Working in partnership with Acquia, Globant has developed the WCMS that allows to administer contents for the non-commerce global site.

● First launched in August 2014.● New version will be launched within the next

month.● Site of the Year 2015 Winner.● Acquia MVP 2014 Winner.

Break(Churro’s Time)

Drupal

Adobe Experience Manager

Now, let us know your questions and ideas

Engaging consumers through digital experiences

Software

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