Online Advertising Theatre; Shattering Campaign Effectiveness; Campaign as a Service

Sitecore. Compelling Web Experiences

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Presentation

Shattering Campaign EffectivenessCampaign as a Service

Cleve GibbonChief Marketing Technologist, Cognifide@cognifide



Agenda

Campaigns @ WorkCampaign Production 1.0Campaigns as a ServiceAbout us


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Running digital campaigns…

Campaigns @ Work



• “It’s hard to find things that won’t sell online.”

• Founder, Amazon

• Jeff Bezos



Goodwood Hospitality Mobile Sitem.investec.comtw.investec.com

m.derby.investec.com









Back to Basics

Building Campaigns



Digital Marketing Challenges

Driving revenue and building meaningful, sustainable relationships with customersCritical

Has grown in complexity and scope, as has the potential for powerful outcomes

Marketing Technology

ChangeIs now more complex, more multi-faceted and more challenging to manage

Need to blend technology, audience, content, analytics and user experience strategiesBlend

Drive profitable customer engagements by better quantifying their results and better acting upon the dataDrive results

Build value over time, rather than concentrating solely on short-term ROI

Demonstrate Return



Agency Challenges

Huge opportunity to service this shift but are usually creative led and struggle to deliver & retain technical staffFull Service

They think in terms of “Production” e.g. TV/Video production is outsourced to specialistsProduction

Budget ShiftAd spend is shifting to “campaign based” digital initiatives (time sensitive, relevant for a set period, results driven)

Need to exploit ‘new normal’ SaaS, Cloud, etc. models which play very well to “Campaign” style initiativesCloud

Current upfront style WCM licensing models are not suited to Campaign style initiatives

High-cost entry point

Digital campaigns are generally short term responses to urgent customer demands – very little reuse

Demonstrate Return



Campaigns: Disconnected Mobile

http://www.strangeloopnetworks.com/resources/infographics/web-performance-and-user-expectations/mobile-device-users-expect-sites-to-load-fast/

Mobile channel is a poor cousin to the web channel.

Mobile performance optimisation is only for geeks. Business thing, conversion

thing, competitive advantage thing.

“A 1-second delay in page load

times equals:- 11% fewer pages- 16% decrease in customer

satisfaction- 7% loss in conversions

”

85% OF MOBILE USERS expect sites to load at least as fast or faster than sites on their desktop

57% HAVE HAD A PROBLEM when trying to access a mobile site

SLOW LOAD TIME Was the number one issue faced by more than one third of them.

ALMOST HALFOf these people are unlikely to return to a site that performs poorly.

33% Would go to aCOMPETITORS SITE NEXT



Campaigns: Connected Journeys are High Effort

Campaignemail

Landingpage

MicrositePaymentgateway

Confirmationpage

Connected journeys involve:

Multiple AgenciesMultiple Solution ProvidersMultiple Overlapping DisciplinesMultiple Masters

Resulting Campaigns suffer from:

Lack of clear ownershipToo many moving partsPoor governanceSiloed channels / teams

1 2 3 4 5



Campaigns: Need Real Time Testing

Companies are struggling to marry the right technology with the mountain of data.

TRAFFIC

TIME

TECHNOLOGY

TRUST

TEAM

“Your most creative ideas don’t convert as well”Brian Massey, Conversion Scientist



Our offering

Campaign as a Service



“After the platform becomes user friendly, when it is opened up to the best storytellers and designers and communicators, they tend to add another level to it.

The rare time when you find people who really appreciate both sides of that coin (innovation and

storytelling) is where truly amazing things happen.”

Managing Director, Google

Andy Berndt



The Best of the Best

Proven track record of successful delivery .

Global customers. Strategic technology. Scalable solutions.

Technology roadmaps to support future marketing goals.

Mature technology platforms to effectively execute digital campaigns.

Technical Partners



The Sitecore Customer Engagement Platform

The heart of Campaign as a Service Serving web, mobile, email, social and print

Profiles visitors and delivers personalised content across channels

Builds a single coherent visitor profile, augmented through each interaction, regardless of channel

Unique cross-channel engagement value KPI



Sitecore Customer Engagement Platform

Engagement Intelligence Track and report on campaign performance by persona, by channel, by

campaign

Deep insight into exactly what to optimize to improve performance

Reports targeted to business users and marketers

Engagement analytics can be combined with other data sources, e.g. CRM



Reusable Components

HTML 5 FLASH DIVIDER HORIZONTALTEXT

FLOAT TWITTER RSS

GALLERYRICHTEXT PODCAST IMAGES CODE CONTENT +MORE

Common Components



Reusable Components

HTML 5 FLASH DIVIDER HORIZONTALTEXT

FLOAT TWITTER RSS

GALLERYRICHTEXT PODCAST IMAGES CODE CONTENT +MORE

Common Components



CaaS: The Brand Platform

Marketing Technology Platform

Content Architecture

Product Integrations

Big Data Management

CONTENTSTRATEGY

BRANDAPIS

Customer Engagement Platform

Infrastructure as a Service

MICROSITESLANDING

PAGESBRANDSITES

MOBILEWEB/APPS

EMAIL

Platform aims

Centralised hosting strategy

Campaign helpdesk

Managing Environments

Agency / Partner /Client support

Increased productivity

Reduce time-to-market

Connected journeys

Marketing leveragesIT innovations

Business outcomes



Engagement

BusinessDevelopment

Campaign Design Campaign Production Campaign Execution

Account Strategy

Campaign Scoping

Account Strategy

Engagement centred design

User centred design

Campaign setup

Content production

Staging/QA

Content entry

Traffic Acquisition Strategies (Media, Search, Social)

Account Management / Creative Oversight

Engagement Insight / Optimisation

CEP Licencing

Hosting Infrastructure

Agency

Cognifide

Sitecore

Rackspace

Other partners

Paid Work

Campaign Blueprint Sign off

Campaign Go-Live Sign off

Revenue Key

CaaS – Campaign Lifecycle



About us



Providing Expertise that executes and guides

Digital Marketing Strategies

Close Relationships With Clients driven by a shared commitment to Delivering Outstanding Results

http://www.roche.com/index.htm



Who do we work with?

AGENCIES CLIENTS

PARTNERS INDUSTRY

http://www.roche.com/index.htm

http://upload.wikimedia.org/wikipedia/en/1/16/Lionbridge-logo.png



http://images.google.com/imgres?imgurl=http://escoladeimagem.files.wordpress.com/2009/01/sony-logo.jpg&imgrefurl=http://escoladeimagem.wordpress.com/2009/01/13/baixe-seu-manual-sony-aqui/&usg=__Caw0m5lg-4XYUlGsqEe_Qe_PKSk=&h=422&w=1756&sz=27&hl=en&start=1&sig2=SHFLluF_w_3GWBX1TDJRSw&um=1&tbnid=smt_xPJ1Kt0UBM:&tbnh=36&tbnw=150&prev=/images?q=sony+logo&hl=en&rls=com.microsoft:en-gb:IE-SearchBox&rlz=1I7GGLJ_en&sa=N&um=1&ei=HmKUSsKICc-njAecluFu





Best of Both Worlds

Proven track record of successful delivery with Creative Agencies

Trusted partners – not competitors

Large scale Digital Marketing Platforms for clients and agencies

Building brands across multiple digital channels

Creative Partners



Campaign as a Service: Get in touch!

Ray KaneBusiness Director

Email: [email protected]



Presentation

Shattering Campaign EffectivenessCampaign as a Service

Cleve GibbonChief Marketing Technologist, Cognifide@cognifide