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Digitaalisen markkinoinnin trendit, creuna seminaari 6.6.2013

  1. Kalle Bäckman Digitaalisen markkinoinnin trendit
  2. * Or CEM
  3. “CXM is not a piece of software, but a practice and a strategy, in which WCM technology (among many others in your architecture stack) plays a crucial role. Real Story Group
  4. “Customers no longer interact with companies from a “channel” perspective; instead, they interact through touchpoints.” Forrester
  5. Markkinointiautomaatio Markkinointiautomaatio on nimitys järjestelmille, joiden tarkoituksena on tehostaa ja automatisoida jatkuvasti toistuvia markkinoinnin prosesseja, luokitella liidejä ja pitää yllä potentiaalisten asiakkaiden mielenkiintoa
  6. Markkinointiautomaatio Käyttäjä Sisältö / tuote
  7. Markkinointiautomaatio Käyttäjä Sisältö / tuote Kommunikaation automatisointi • Käyttäjien segmentointi • Kommunkaation asetukset ja säännöt
  8. Markkinointiautomaatio • Monikanavainen markkinointiautomaatio, a utomatisoi kampanjat ja yhteydenpidon käyttäjiin • Työkalu, jolla käyttäjät saadaan palaamaan palveluun (uskollisuus) ja tekemään lisäostoksia (konversio) • “Älykästä” sitouttamista
  9. Tänään 2013 lopussa “Meadowlark” EPiServer markkinointiautomaatio Markkinointiautomaatio integroinnit Asiakkaille joilla on jo MA-tuote Asiakkaille, joilla on Enterprise - tarpeet
  10. 10 CXM Trendiä Digitaaliseen Markkinointiin
  11. Trendi #1 Markkinoijien ei tarvitse enää arvailla
  12. Markkinoijat luottavat dataan vain 11%:ssa asiakkaita koskevissa päätöksissä
  13. Suuri tietomassa markkinoijien käytettävissä
  14. “Perustuvatko verkkopalvelun muutokset analytiikkaan?”
  15. Trendi #2 Sisältö, kulttuuri ja keskustelu
  16. “Onko viestintä kanavaoptimoitua (trans- media)?” “Onko viestintä erilaista eri kanavissa?”
  17. Trendi #3 Sosiaalinen ja paikallinen näkyvyys hakukoneoptimoinnissa
  18. “Onko teillä “high author rank” sisältömarkkinoijia?”
  19. Trendi #4 Visuaalinen markkinointi
  20. “Käytätkö Pinterestiä brandin vahvistamisessa?” “Oletko lisäämässä visuaalisuuden käyttöä markkinoinnissa?”
  21. Trendi #5 Markkinoijia kiinnostavat kohdennetut sisällöt
  22. “Soon all marketers will realize the benefits of advanced analytics to produce highly personal emails. A few years back, most of us thought email marketing would die slowly. It’s actually been the opposite. And that’s mostly because email providers now offer fully personalized emails that provide true value to a customer. “ Ben Plomion, VP, Marketing & Partnerships, Chango
  23. “Kuinka hallinnoitte aiheeseen liittyvää sisältöä?” “Oletteko verranneet perinteisen ja kohdennetun sisällön etuja?”
  24. Trendi #6 Markkinointi puhuu ihmisten kieltä
  25. Tarinankerronta
  26. “Puhutteleeko viestisi asiakasta?” “Hyödynnätkö tarinankerrontaa?”
  27. Trendi #7 Markkinoinnin tuloksellisuus
  28. Helposti esitettävä analytiikka
  29. “Mitä ovat markkinoinnin mittarit (KPIs)?” “Mitkä raportit ovat olennaisia kampanjahallinnalle (CMO)?”
  30. Trendi #8 Responsiivinen suunnittelu
  31. Tee sisällöstäsi toimivaa paikassa kuin paikassa, sillä sinne se on menossa!
  32. “Onko teillä erilaiset sivustot verkko- ja mobiilikäyttäjille?” “Onko teillä useita sisällön lähteitä?”
  33. Trendi #9 Mobiilikäyttö lisää kontekstin merkitystä
  34. Seuraavat lasisi?
  35. “Oletteko harkinneet paikkatietoon perustuvaa markkinointia?”
  36. Trendi #10 Oikeaan aikaan, oikeassa paikassa
  37. Reaaliaikaisesti
  38. “Kuinka nopeasti voit reagoida analytiikaan?”
  39. Trendien yhteenveto 1. Markkinoijat lopettavat arvailun 2. Markkinoiden täytyy ottaa huomioon kulttuuri, sisältä ja keskustelut 3. Markkinoijien täytyy alkaa ”sosiaalisiksi” saavuttaakseen hyvän hakukonenäkyvyyden 4. Markkinoijien täytyy alkaa käyttää visuaalisuutta enemmän 5. Markkinoijat suosivat älykästä ja kohdennettua sisältöä 6. Markkinoijista tulee ihmisiä viestinnässä 7. Markkinoijine täytyy raportoida avainluvut 8. Markkinoijat ottavat responsiivisesta suunnittelusta hyödyn irti 9. Markkinoijat voivat hyödyntää paikkatietoa viestin kohdentamiseen 10. Markkinoijat voivat reagoida nopeammin hyödyntäen reaaliaikaista tietoa
  40. KIITOS! Kalle Bäckman Country Manager EPiServer +358 50 341 9997

Notes de l'éditeur

  1. Whether you call it CEM (experience with an E), CXM (Experience with an X), web engagement, digital experience management, customer lifecycle management or Susan — read any contemporary marketing writing and you’ll discover that there is a business imperative to pivot your organization around the empowered consumer.The WCM market is growing based on customer experience management (CXM) needs, including multichannel delivery, content targeting, analytics, and integration with other CXM technologies.
  2. What Forrester postulated is that the management of content is but one cog in the entire mechanism of managing customer experience. Forrester defined CXM as “a set of solutions which enable the management and delivery of targeted, consistent content, offers, products and service interactions across digitally enabled consumer touchpoints.” And a cog is exactly how they depicted it visually (though you’ll note, perhaps ironically, that this particular diagram would never actually spin in real life):
  3. As a business strategy, CXM is a broad task, bringing together all of the parts of the business that touch the customer. This is only emerging in some businesses and there is no single technology platform that can do this.
  4. Agile Commerce
  5. Consider the shift from broadcast to bi-directional communicationSite is “broadcasting” content/product info/offers to a visitorVisitor chooses when to visit based on their needs/interestsVisitor may use some technology to find site (search, social, etc.)Automation is focused on “publishing” or how to broadcast
  6. For bi-directional communication, the site needs to be adjusted to the needs of the visitor (personalization)Additionally, using communciation channels to prompt the visitor to returnConversion not completeFollow on offer (customer care, repeat purchase)LoyaltySome methods of prompting are “broadcast” (search optimization, display ad) with some targetingOther methods are more direct (email or social message)Automation becomes focused on dialog or communication – cost effective campaignsImplies tools for segmenting users based on their journey, rules engine for defining how the interaction should work (how does the “ideal” salesperson act?)
  7. Like the “Marketing Automation” category but broader than email – merge siloed channelsRe-engage identified visitors, new goal for anonymous visitors to reveal their identity (any channel)Match those new identities to anonymous profilesNew tool for online sales to boost revenue by re-engaging and building loyaltyNew tool for B2B lead generation and nurturingLeads to cross-channel intelligence and engagement
  8. A report from global research firm Forrester calling for “digital marketing” to lose its prefix and become just “marketing” in 2013 has sparked a debate between marketers who agree with the forecast and those that believe digital should continue be treated as a separate discipline.
  9. And yet, a recent CEB study of nearly 800 marketers at Fortune 1000 companies found the vast majority of marketers still rely too much on intuition — while the few who do use data aggressively for the most part do it badly. Here are our key findings:In fact, they are already doing it: According to a recent study, 77% of CEOs have trouble linking marketing efforts to tangible results, such as revenue, shares and conversions. Unlike its more traditional counterparts, digital marketing offers valuable metrics for measuring ROI. So here is the last major theme running through the majority of specific predictions we looked at: As the hype surrounding social dies down, the demand of business leaders for greater accountability and decisions based on accurate data will have a profound and transformative impact on the future of social media marketing efforts.
  10. The growth of digital data will be 44 times greater in 2020 than it was in 2009. That volume of data production is pretty overwhelming for marketers who aren't smart about how they use that knowledge. Marketers and agencies will need to analyze, interpret, and translate this data into meaningful insight and actions. Attributing revenue to the correct marketing source will be increasingly important. More B2B companies will adopt multi-channel reporting to judge the effectiveness of their channel mix and determine each channel's incremental contributions. In addition, these analytics will be used to refine segmentation and targeting.
  11. Kolmetärkeintäliikentominnantavoitettasisältömarkkinointiin
  12. The big picture is that marketers are becoming aware of the need to understand how culture structures community in the digital space. To be sure, the word “culture” itself rarely finds its way into specific social media predictions for 2013, but it subtly informs the entire paradigm. To produce truly compelling content, to be part of the conversation, and to individualize user experience, it is necessary to have a deep and thorough understanding of just who you want to engage. You need to know your audience’s values, identities, and needs— and how a brand fits (or does not fit) into these. As online audiences and communities become ever more fragmented, understanding digital culture(s) will become an ever greater priority and an ever bigger challenge. Trans media – different message in different channels
  13. Have you identified your customers values and needs and how your brand fits into these?
  14. Similarly, Facebook’s Graph Search will incent Facebook users to “dress” themselves in better meta-data, so as to be properly represented in all those new structured results. People will start to update their profiles with more dates, photo tags, relationship statuses, and, and, and…you get the picture. No one wants to be left out of a consideration set, after all.While Graph Search is in very early beta, I don’t think I’m going out on a limb by predicting that it won’t be long before Facebook integrates a product that lets marketers purchase ads in these new search results. It already has a similar product, which is by default included in suggested searches (the “auto completed” queries suggested to a user as they enter terms). At the moment, however, paid listings are not included in search results. They will be. Which means, of course, the rise of a native SEO/SEM ecosystem inside Facebook. Add in Open Graph search across the web, and presto…Google’s got some serious potential competition. (Well, not exactly presto. Incorporating Open Graph is going to take some serious chops and time. But still…).Even without incorporation of Open Graph or Posts, Graph Search is going to change the game for brands and people on the Facebook service. As I watched Stocky and Rasmussen put their product through its paces, I couldn’t help but wonder how much new traffic the product will drive around the Facebook Platform. Will Facebook be watching “conversions” – clickthroughs from search results to profiles and pages? Of course they will! Will Facebook report those referrals to individuals and brands, much as Google Analytics does for webpage today? Not yet…but wait for it. It’ll come….
  15. Perhaps the most obvious trends evident in predictions for 2013 are the increasing use of mobile devices and the rise of images and videos at the expense of longer text. In both cases, this is incremental change, and not really all that new. The two trends are intimately connected—mobile technology intrinsically favors images and short text over traditional longer pieces. What is interesting, however, is that few of the people predicting the continued upswing of mobility and visual content have bothered to answer the question of what it will actually mean.
  16. Visual marketing is undoubtedly one of the most powerful marketing methods known to man, after word-of-mouth. This is why professional marketers believe that 2013 will be the year when visual marketing will reach a whole new level – after all, the best way to advertise a product is by combining graphics with audio.
  17. Sites like instagram and pinterest prove that visual content is really worth 1000 words ($1 billion in Instagram’s case). The trend will continue!
  18. Data driven personalization has become more common even though not entirely excepted in the marketing space, even though ecommerce space has been doing it for a long time.
  19. Maybe the marketer still thinks they are smarter than the system. In 2013 we’ll hear more about adaptive smart content, even more so when we move from personalize to contextualize. Right message at the right time to the right people.
  20. No one besides marketers likes marketing speak. That’s why organizations will become more human through social interactions and great content. Personality will be developed by storytelling tied to the context. Cooperations will be less faceless to build more trust.
  21. In a world where the key objective for marketing teams is no longer just brand awareness, but rather more and more the ability to create a high volume of leads – hot leads, that ultimately leads to sales. To show marketing accountability the CMO needs easy accessible reports that show key metrics.
  22. Today
  23. Brad Frost
  24. Location Services – Most of the devices have a GPS transmitter and can track where users are when they post online. Many consumers now willingly use this to check in to places to share their location. This is huge for targeted marketing where ads can be targeted based on a set radius, profile people based on their travel and location patterns and deliver targeted campaigns.Mobile Search – Consumers are increasingly using smartphones to search on the internet and to access local information. Location aware queries such as restaurant searches, ATMs, Fuel stations are becoming more common on mobile devices. This trend will continue to expand to other services and advertisers need to deliver relevant ads based on keywords.
  25. In addition to location based marketing…More information available from individualsWhat’s the balance between convenience and privacy?
  26. What’s happening now.