Building Engaging Websites and Digital Experiences

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April 30, 2015 9am PDTStefan TornquistVP ResearchEconsultancy

Add DateAdd Document Header1DNN Proprietary and Confidential. All Rights Reserved.2DNN / Proprietary and Confidential. All Rights Reserved.#DNN / Proprietary and Confidential. All Rights Reserved.3DNN / Proprietary and Confidential. All Rights Reserved.#DNN / Proprietary and Confidential. All Rights Reserved.Consumers are increasingly likely to be continuously connectedSource: A.T Kearney Analysis, 2014In many respects the challenges marketers face are intensifying. Consumers own an increasing number of devices, theyre spending more time on line and theyre empowered with information about a given company or brand, before they even visit your site.

Add Document HeaderAdd Date4DNN Proprietary and Confidential. All Rights Reserved.Content consumption on digital devices is increasingDNN / Proprietary and Confidential. All Rights Reserved.547% of time spent with media is on digital vs. 37% of time spent with TVDigital leads TV by well over 1hr per day almost exclusively attributable to mobileAdd Document HeaderAdd Date5DNN Proprietary and Confidential. All Rights Reserved.and mobile is becoming the first screenDNN / Proprietary and Confidential. All Rights Reserved.656% of all time spent on U.S. online retail occurs on a mobile deviceBrands that see mobile as the second screen risk losing relevance with connected customers-Altimeter Group, Jan 2015 #DNN / Proprietary and Confidential. All Rights Reserved.According to Altimeter Group, sophisticated companies are beginning to explore a mobile-only approach in addition to integrating cross-channel strategies with omni-channel experiences.

Add Document HeaderAdd Date6DNN Proprietary and Confidential. All Rights Reserved.90% of consumers move between devices to accomplish a goal#DNN / Proprietary and Confidential. All Rights Reserved.Inability to track mobile ROI cripples the business case for customer-centric mobile experiences

90% of consumers move between devices to accomplish a goal Altimeter

The number of digital touchpoints are increasing by 20% annually as more offline consumers shift to digital tools and younger, digitally orientated consumers enter the ranks of buyers. -McKinseyAdd Document HeaderAdd Date7DNN Proprietary and Confidential. All Rights Reserved.8DNN / Proprietary and Confidential. All Rights Reserved.The number of digital touchpoints is increasing by 20% annually#DNN / Proprietary and Confidential. All Rights Reserved.Increased digital sophistication has reduced the impact of brandsIncreased digital sophistication has reduced the impact of brands, according to McKinsey research based on analysis of 1,000 brands across a wide range of product categories, covering 20,000 consumer journeys and 100,000 touchpoints along them.

The number of digital touchpoints are increasing by 20% annually as more offline consumers shift to digital tools and younger, digitally orientated consumers enter the ranks of buyers.

More actively digital consumers are more prone to abandon a brand mid-stream, the greater number of touchpoints increasing the odds a consumer will encourage a deal breaker along the digital highway.

Emphasise here that increased competition online also makes it harder for brands to stand out, so optimising the digital experience is more important than ever. Add Document HeaderAdd Date9DNN Proprietary and Confidential. All Rights Reserved.10DNN / Proprietary and Confidential. All Rights Reserved.#DNN / Proprietary and Confidential. All Rights Reserved.Add Document HeaderAdd Date10DNN Proprietary and Confidential. All Rights Reserved.

Source: Digital Experience Are Brands Meeting Consumer Expectations?#DNN / Proprietary and Confidential. All Rights Reserved.The numbers show how, on average, respondents would have allocated 100 points across all attributes.

In the past it was assumed by marketers that consumers were technologically sophisticated, mobile-enabled data sifters who are able to think rationally about whichever brand or stores offer the best deal. But far from empowering consumers, the rising volume of marketing messages has been overwhelming.Today, brands are increasingly sophisticated when it comes to pulling consumers into the fold. Businesses now compete on customer experience, placing data at the centre of their operational structures. For many marketers, testing and optimisation platforms are now the gateways to understanding consumers.In order to grapple with increased amounts of clutter online, consumers rate site experiences that make it easy for them to find what theyre looking for, first and foremost. In addition they want to achieve this in very few clicks. In both cases, marketers are very much on a par in terms of weighting of importance.Add Document HeaderAdd Date12DNN Proprietary and Confidential. All Rights Reserved.

Increasing sophistication of consumersBoth groups value ease of usage e.g. easy to find what youre looking for and you can achieve what you need to do in very few clicks. Although consumers more likely to value up-to-date information e.g. pricing and useful information about your account.

Add Document HeaderAdd Date13DNN Proprietary and Confidential. All Rights Reserved.But simplicity isnt all they want14DNN / Proprietary and Confidential. All Rights Reserved.Question: If you were building the perfect company to serve you, what would be most important? N = 61815DNN / Proprietary and Confidential. All Rights Reserved.#DNN / Proprietary and Confidential. All Rights Reserved.Add Document HeaderAdd Date15DNN Proprietary and Confidential. All Rights Reserved.Marketers realise the importance of CX16DNN / Proprietary and Confidential. All Rights Reserved.

Customer experience and content marketing are the most exciting opportunities for marketers in 2015Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing Digital Trends 2015

Q: We try to differentiate through customer experienceSource: Econsultancy / Adobe Quarterly Digital Intelligence Briefing Digital Trends 2015and are differentiating through CX44% of marketers said that customer experience would be the primary way in which their organization would seek to differentiate itself from its competitors over the next five years. Add Document HeaderAdd Date17DNN Proprietary and Confidential. All Rights Reserved.Personalized experiences are the priority

Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing Digital Trends 2015QL Which three digital-related areas are the top priorities for your organization in 2015? (company respondents)

Add Document HeaderAdd Date18DNN Proprietary and Confidential. All Rights Reserved.19DNN / Proprietary and Confidential. All Rights Reserved.88% agree that their growth depends on personalizing the customers experienceQuestion: Do you agree or disagree with the following statements? N=23420DNN / Proprietary and Confidential. All Rights Reserved.Most organizations lack the essential capabilities or tools to fulfill on that promiseQuestion: Do you agree or disagree with the following statements? N=23421DNN / Proprietary and Confidential. All Rights Reserved.#DNN / Proprietary and Confidential. All Rights Reserved.Add Document HeaderAdd Date21DNN Proprietary and Confidential. All Rights Reserved.

Q: What are the primary ways you believe your company can differentiate itself in selling to and retaining current customers? #DNN / Proprietary and Confidential. All Rights Reserved.

Source: Econsultancy / SDL The Retailers Imperative 2015Customer Experience management technologiesQ: Which customer experience management technologies do you currently have in place?

Within CX technologies, it is the CMS that is most commonly used

Add Document HeaderAdd Date23DNN Proprietary and Confidential. All Rights Reserved.Companies who are personalising web experiences are seeingan average 19% uplift in sales.Realities of Online Personalisation Econsultancy/Monetate 2013#DNN / Proprietary and Confidential. All Rights Reserved.

Q: What are the primary ways you believe your company can differentiate itself in selling to and retaining current customers? #DNN / Proprietary and Confidential. All Rights Reserved.Content is king. CMSs are being used by 72%, and more than a third primarily differentiate themselves through content.Add Document HeaderAdd Date25DNN Proprietary and Confidential. All Rights Reserved.Content management = engagement26DNN / Proprietary and Confidential. All Rights Reserved.

Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing Delivering Digital ExperiencesQ: Which of the following business goals does (or should) content management help you to meet?Add Document HeaderAdd Date26DNN Proprietary and Confidential. All Rights Reserved.

but the CMS is only enhancing the experience for 31%Our CMS facilitates a brand-enhancing digital presenceSource: Econsultancy / Adobe Quarterly Digital Intelligence Briefing Delivering Digital ExperiencesAdd Document HeaderAdd Date27DNN Proprietary and Confidential. All Rights Reserved.Using social media to drive engagement and visitors 28

Social is taking on greater importance, with a growing number of organizations recognizing and capitalizing on its ability to be a better driver of traffic than traditional SEO.

A growing number of marketers see potential in using data from social profiles to create personalized content. Personalized content based on a users own social data should enhance the ability of marketers to create more relevant, compelling experiences.28Still the one29DNN / Proprietary and Confidential. All Rights Reserved.

Website still the core of activitiesthe challenge is to have the site satisfy people more easily and responsivel