Multichannel marketing with Kentico CMS 7Thomas 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?

What’s a marketing channel?

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

What does this mean?• 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.

Where do you start?

• Understanding your customer 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!

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

Kentico multichannel recommendation

• Make it a strategic initiative– 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

– What does Kentico CMS 7 offers• 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

Source Forrester, May 2012

Kentico multichannel recommendation

• Create a culture that worships customer knowledge– 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

– What does Kentico CMS 7 offer• Web analytics• Contact groups (Segmentation)• Scoring • Contacts/Activities• Web analytics

Kentico multichannel recommendation

• Make your website a pervasive customer engagement hub– Why its important

• Today’s world drives all multichannel touches aim to drive customers 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 up your knowledge of the customer’s profile, behavior and engagement history

– What does Kentico CMS 7 offer• CMS (on-site editing, editorial publishing, Culture specific page templates)• QR Code web part• Personalization• Faceted search• A/B tests, MVT Tests• Banner management• Device profiles and layouts• Customer/Support chat

Kentico multichannel recommendation

• Think engagement that include campaigns– 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

– What does Kentico CMS 7 offer• Facebook integration• Twitter integration• Campaigns/Conversions• A/B, MVT Testing (optimization)• E-Mail newsletter (including A/B testing)• Marketing automation (Drip marketing/Lead nurturing)

Kentico multichannel recommendation

• Build the technical infrastructure to support dynamic, cross channel conversations with customers – Why it’s important

• Data integration, technology integration is part of the new world– What does Kentico CMS 7 offer

• HTML 5• Salesforce integration• Data.com integration (aka Jigsaw)• MAXMind GEOIP database• Cookie levels and Cookie consent web parts• Translation services (XLIFF)• REST • Integration Bus

Kentico multichannel recommendation

• Become a super collaborator– 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)– What does Kentico CMS 7 offer

• Wire framing• Lead scoring• Lead nurturing• Great technology

Kentico multichannel recomendation

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

– What does Kentico CMS 7 offer• Immediate ROI• Enhanced SEO support • Azure/Amazon integration• MVC Support

Questions

Thanks!Thomas Robbins, Chief Evangelist

thomasr@kentico.com@trobbins

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