How to remove channel barriers and focus on customer experience Content without boundaries
How to remove channel barriers and focus on customer experience
Nov 02, 2014
The infinite rise of marketing channels makes creating great customer experience increasingly difficult to attain. This session will show you how to break down the multichannel barriers and focus on what really matters (and converts) by serving personalised and relevant content to your customers in real time.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
How to remove channel barriers and focus on customer experience
Content without boundaries
Monday 25th of February 2013
Acting like it’s 1999
Diagnosing your digital neural system
•Will your web infrastructure enable you to easily incorporate video and phone support in the future?• Do your digital systems enable you to provide a personalized experience for customers who come to your website?
Duplicating content
“Content forking”
Guessing what a mobile user wants
84% are mobile at home
74% waiting in lines
64% at work
Marketers depend on data for just 11%of all customer-related decisions
Get your content ready to go anywherebecause it’s going to go everywhere
“Responsive web design only optimizes content for different screen sizes, not the customer”
Mobile and location drive context
“Context - the sum total of what is known about an individual along with what he or she is currently experiencing”
Julie A. Ask, Forrester
Your next pair of glasses?
Today’s channelis
tomorrow’s context
Create engagement
Manage experience
Context awareness
Take advantage of data
All about Experiences
Deliver
Optimize
Create
Create Experiences
Web
App
Social
Customer
ContextDevice
Optimize
A/B
MVT
Target
Behavioral
Context Analyze
Goals
Engage
Content Products
Web Social Mail Apps
Deliver
Optimize
Context Targeting
Create
Multi touchpoin
t
ReuseTouchpoint Preview
A/B Testing
Multivariate Testing
Analytics
Content
Auto Optimizin
g
Social
SEO
Create ExperiencesContent lies at the heart of all marketing.
Create Experiences
Create onceUse everywhere
Instant preview
Adaptive templates
Automatic layout
Create Social Experiences
One place
Different audiences
Engagement analysis
Real-time
Deliver ExperiencesScreens, channels and touchpoints. Did someone say context is king?
Content Targeting
Behavior
Context
Business rules
Everywhere
Real-time
Optimize ExperiencesTaking advantage of numbers and counting conversions.
Optimize
A/B test
MVT
Real-time insights
Self optimized content
Analyze
Overview
Detailed insights
Across touchpoints
Conversion tracking
Engagement analysis
Your ExperienceDesign is the differentiating factor.
Related Documents
