Your Online Presence: Web Content Management, Personalization, and Social Media Statistics

Your Online Presence: Web Content Management, Personalization, and Social Media Statistics - Presentation Transcript

1. Your Online Presence in 2010 A Roadmap for Breakthrough Business Results Ian Michiels CMTG Group Director , Aberdeen Group [email_address]
2. Agenda
   • Current Challenges… Reality Check
   • The State of WCM and the Opportunity at Hand
   • Best-in-Class Tactics
   • Recommended Actions
3. Insight from 1,950 Companies (2008-2010)
   • Data Driven Marketing (September 2009; 272 Respondents)
   • Web Analytics: Actionable Insights for Unlocking the Hidden Potential of Online Data (September 2009; 239 Respondents)
   • Lead Lifecycle Management; Building a Pipeline that Never Leaks (July 2009, 223 Respondents)
   • Marketing Automation: A Strategic Guide for Optimizing End-To-End Marketing Activities (April 2009; 110 Respondents)
   • Maximize Business Results Online: How Web Content Management Technology is Transforming Digital Marketing (March 2009; 157 Respondents)
   • Email Marketing: Get Personal with Your Customers (June 2008; 550 Respondents)
   • Lead Scoring and Prioritization; The Path to Higher Conversion (May 2008; 189 Respondents)
4. Defining Best-in-Class Selected Performance Criteria (KPI) Annual Revenue Growth Return on Marketing Investments Total Respondents: - Top 20% - Middle 50% - Bottom 30% Respondents are scored individually across KPI Best-in-Class Industry Average Laggard Customer Satisfaction
5. Aberdeen Maturity Class Framework
   • What are Best-in-Class companies doing differently?
   • What pitfalls are they avoiding?
   • Why are they achieving greater success?
   • What technologies and services are enabling them to succeed?
6. Proliferation of Marketing Channels Direct Mail Phone Print Radio Direct Mail Phone TV Print Radio Display Online Display Paid Search Landing Pages Microsites Webinars Email Marketing Affiliate Marketing Direct Mail Phone TV Radio Display Mobile SMS Blogs RSS Podcasts Wiki’s Online Display Paid Search Landing Pages Microsites Webinars Affiliate Marketing Direct Mail Phone TV Radio Display Website Email Marketing Print on Demand Late 70’s 90’ 99’ 00’
7. Technology Investments Abound
   • Few Barriers to Entry
   • Niche Providers Thrive
   • Fragmented Technology Landscape
   • Web Analytics
   • Email Marketing
   • Automated Demand Generation
   • WCM
   • Etc.
8. Top 2 Most Effective Ways of Reaching Customers * March 2009, Maximize Business Results Online with WCM
9. Top 2 Most Effective Ways of Reaching Customers * March 2009, Maximize Business Results Online with WCM
10. Expectations are Evolving? 2 Points Give You a Sense of Direction, 3 Points Give You a Trend
11. Customer Advocacy We’re extending our reach through our customers’ own social networks. If customers can get your message out and act as an ambassador on your behalf, then your job becomes easier. Kevin Ryan, Vice President of Social Media, Barnes & Noble Recommendations from a friend are far more credible and effective than any traditional marketing message. Diana LeClair, Marketing Manager People love to refer things, whether it’s a book you read, a movie you saw or a product you loved. That’s what we do as social creatures. Marty Collins, Senior Product Marketing Manager
12. Building a Competitive Advantage Relevancy Personalization Intimacy Customer Relationships
    • Acquire Customers
    • Retain Customers
    • Cross-Sell and Up-Sell
13. The New Rules of Customer Engagement
    • Customers in Control
    • Best-in-Class organizations are three times more likely to engage in personalized initiatives
    • Light personalization delivers 2-3x higher conversion lift over mass email campaigns
14. The Disparate Technology Roadblock *April 2009, Marketing Automation
15. Use of Personalization *Respondents were asked to select all that apply. Source: Aberdeen Group, Email Marketing, June 2008 16% Individual emails are personalized with name and/or other profile information, information on purchase history, product or service recommendations, etc. Heavy personalization 33% Email content is personalized by segment, prospect name is personalized Medium personalization 63% Same email goes to all prospects, prospect name is personalized Light personalization 43% The same email goes to all prospects Mass emailing Percentage Currently Using* Definition Level of Personalization
16. Challenges with Personalization
    • Lack of Trust in Database
    • Lack of Integration Between Technologies
    • Lack of Resources to Develop Personalized Initiatives
17. Challenges with Web Analytics
18. Challenges with Email Marketing Use of Dynamic Capabilities in Email Marketing Technology
19. State of the Online Experience
20. Reasons Companies Embark on Business Decisions 1. 2. 3. 4. Top Line Revenue Growth Bottom Line Cost Reduction Relationship Enhancement Time Savings
21. WCM Strategies in 2009 n= 157
22. Level of Satisfaction with Current Website Management
23. Use of Web Content Management n= 157
24. Best-in-Class Capabilities
    • 77% of Best-in-Class allow marketing direct access to update web content without IT involvement
    • 2x more likely than peers to include a voice of the customer on the website
    • 2x more likely to track web content utilization rates for optimization of future marketing content
    • 85% of Best-in-Class have one or more full time employees in marketing that are accountable for website content and updates
    Being Best-in-Class is About More than Technology Adoption!
25. Even Best-in-Class Fail to Extract the Full Value from WCM
26. Roadmap Recommendations
    • Segment your target market
27. Closing the Loop with Actionable Engagement START
28. Closing the Loop with Actionable Engagement START For EACH Individual User Experience!
29. Roadmap Recommendations
    • Marketing should take ownership of building a more engaging online experience
    • Add Process and Standardization to delivering the web experience
    • Conduct A/B tests on online content
    • Use the online experience to optimize cross-channel campaigns
30. Roadmap Recommendations
    • Integration, Integration, Integration
    • Disparate technologies constrain orgs
    • Centralize customer data
    • Build customer profiles
    • Look to existing licenses, can you get more value by integrating?
31. Thank You Ian Michiels [email_address]