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Get started with Experience Marketing Overcome the barriers to owning the customer experience ebook // Get started with Experience Marketing Marketing owns the experience Successful brands don’t deliver just products and services; they also deliver experiences that people really value. And increasingly, customers expect brands to be able to provide personalized, contextual experiences whenever they want, at any touchpoint. Designing and delivering such experiences throughout the entire customer lifecycle, from the first time a consumer interacts with a brand through to a continuing lifetime relationship, is the job of the modern marketer. At Sitecore®, we’ve pioneered this concept, called Experience Marketing. Adopting Experience Marketing means doing away with one-way, onesize-fits-all, mass marketing tactics and also moving on from the digital marketing era—in which marketers focused on point-by-point, channelfocused experiences—and, instead, enabling unique, value-generating experiences that delight each customer whenever and wherever that person interacts with your brand. By its very nature, Experience Marketing requires a granular understanding of all your customers and your business, along with continuous planned and responsive execution, at a scale and with a level of accuracy you never thought possible. 2 ebook // Get started with Experience Marketing If the concept of Experience Marketing sounds daunting, consider this: every single interaction a customer currently has with your brand creates an experience. Whether you’re aware of it or not, you’re delivering experiences already—possibly millions of them every day. But do you know what kind of experience you are providing on an individual basis? Is it the experience your customer wants and expects? Does every experience deliver value for your business as well as your customer? These are the questions that Experience Marketing, as a discipline, can answer. Smart brands are focusing on experiences and using experiences as their brand differentiator. Perhaps more than the product or service a brand offers, delivering a unique experience is hard for your competitors to replicate. So Experience Marketing is here now. How can you get your brand started with making the move from more traditional marketing approaches to Experience Marketing? Here we demystify three typical barriers to adoption. 3 ebook // Get started with Experience Marketing Data: We can’t see our customer In today’s digital world, the hot topic is “big data,” but for Experience Marketing, it’s all about the collecting the “right” data in a single place before you can even begin to understand how to design experiences that delight customers and differentiate your brand. The right data enables you to see every customer and every experience, across all channels—in real time. Having a single-source, single real-time view of each customer that can be immediately acted upon by any experience delivery tool is essential if the brand is always to be ready to move the customer experience journey forward, at any time. And—it’s true—this will require a lot of data. So, to make Experience Marketing a reality, you can’t worry about being inundated by data. You must harness it and get technology on your side to manage it to get what you want out of your data: rich customer insight that is ripe for your Experience Marketing. With the Sitecore® Experience Platform™, the Experience Database is built in, ready to receive data from any data source, collect it, and connect the data to every individual customer— so you always have a single view of each customer for shaping and delivering the next experience. 62% of US senior executives state that it is an organization priority to create a single, central customer marketing database that houses customer experience information. Organizations use an average of 36 different data gathering systems and vendors for marketing efforts, with some using more than 100. Forbes Insights/Sitecore, August 2014 You may think you already have enough data flows, but new data is being generated all the time, across thousands of sources. Old data may be irrelevant, and you need to collect everything in real time. For a customer-centric Experience Marketing approach, you also need to combine multiple data sources to get the full picture of your customer. So, would you be confident in using your existing data to build real-time customer experiences? Can and should your data be taken into account before the next customer interaction? What kind of data approach do you need? 4 ebook // Get started with Experience Marketing n n n n n n Being where your customers are: To pursue Experience Marketing, you need data that reveals the real-time actions of your customers, with data feeds from the channels they are operating in—spanning social media, the web, mobile, call centers, and physical outlets—to be confident that you have the latest view of your customers and their experiences. Business integration: Your marketing team isn’t the only one in your company that has valuable data. You need to access and integrate the data generated and maintained by the finance, sales, service, support, and IT organizations; bring it into one place; and connect the dots to see the complete picture for each customer. Real-time data: Old data is, well…old. Understanding the current business or customer context at any given time requires current data. Market data: Brands must innovate to stay competitive. You need to be aware of what people are searching for and what disruptive companies are doing to raise the bar on customer expectations. Customer data: Although grouping customers into segments is useful, it’s more important to track what individual customers are saying and doing online and offline, as well as where they are doing it, and keep interaction histories and profiles up to date. Business data: Customer experiences must be profitable to sustain a business. You need to know where you invest your resources and what the return on those investments is. The right data approach is vital if your brand is to start identifying patterns, personalizing experiences, and measuring outcomes— continuously, automatically, and effectively. Experience Marketing depends on data, and with the right technology platform, you can take the pain out of data collection and analysis to give your brand the individual customer view you need. 5 ebook // Get started with Experience Marketing Decisions: Trust the analytics How do you know what experiences your customers want? What currently represents an exceptional customer experience in your market? How can you design and continually deliver experiences that drive maximum value for your business and for every unique customer? With potentially an unlimited number of customer experiences to serve with limited marketing resources, you must rely on data analytics tools to automate data analysis and decision-making processes—and to trust and implement the recommendations they give you. Unfortunately, the only thing many organizations fear more than big data itself is big data analytics. Some feel that the benefits and intelligence derived from analytics don’t outweigh the effort required to use them. Some simply don’t trust the recommendations and would rather rely on gut instinct or personal experience. But, practically speaking, there is no better way—no other way, really—to make sense of the immense amount of data and make measurably better decisions faster, given the scale and complexity inherent in Experience Marketing. Give in to the power of analytics. You’ll be glad you did. CMOs indicated that they infrequently leverage marketing analytics to answer their most challenging marketing questions. More than 1 in 8 said they weren’t leveraging analytics any of the time to answer such questions, compared to just 4.3% saying they do so all the time. Duke University Fuqua School of Business CMO survey, August 2013 6 ebook // Get started with Experience Marketing According to McKinsey & Company, “Companies that use customer analytics extensively are more than twice as likely to generate above-average profits as those that don’t; an integrated analytic approach can free up to 20 percent of marketing spending; and injecting big data and analytics into operations can help companies outperform their peers by five percent in terms of productivity and six percent in profitability.”1 The good news is that experience platforms have come a long way in terms of usability and flexibility to accommodate different data formats and sources, different analytical approaches, and different types of users. Rather than deciding what to test, the Sitecore Experience Platform can test everything and suggest routes for optimizing experiences. These solutions speak your language. With the right technology platform, you and your teams can feel confident in implementing the recommendations provided by analytics to design, test, and optimize experiences across the customer life cycle. Source: 1 McKinsey & Company, “Want big data sales programs to work? Get emotional,” September 2014. 7 ebook // Get started with Experience Marketing Delivery: Start with digital It’s safe to say that most of the interactions customers have with your brand today are either conducted through or influenced by digital channels—even in the case of offline interactions. For some companies, their very products and services are digital. Customer experiences must be delivered digitally too. A strategic focus to ensure that digital channels are at the heart of your interactions will be key to early success with Experience Marketing. Today’s business buyers do not contact suppliers directly until 57 percent of the purchase process is complete. CEB Marketing Leadership Council Digital is a powerful medium, and it’s ingrained into your customers’ lives now. Customers’ relationship with digital has gone past the transactional—digital helps your customers get more from every day. It’s real-time, it’s responsive, and it’s wherever your customers want to be. Email, the web, social networking…customers are becoming “channelblind” as all these channels merge as part of their digital journey with you. Even offline interactions are digital now, thanks to mobile devices that extend customers’ digital interactions at your outlets. And customers expect them all to be in sync. To deliver on those customer expectations, you need to monitor digital channels, integrate them, and leverage the insights they provide to improve the entire cross-channel customer experience. What happens in one channel can be used to influence interactions in other channels, and vice versa. And because it’s digital, you can adjust your marketing and shape customer experiences in real time. Focusing on digital first and foremost can give you the quick wins your organization needs in order to invest more strategically in Experience Marketing, and it also gives you the best foundation for future success. With the right technology platform, you can make the most of digital as you get your people and processes in place to support the design and delivery of personalized cross-channel customer experiences with Experience Marketing. 8 ebook // Get started with Experience Marketing The experience starts here Experience Marketing is part art, part science. Experiences, by their very nature, are individual, subjective, and full of nuance. But Experience Marketing is made possible only with the use of technology—by marketers and customers alike. By embracing new technologies, customers have taken control of their buying destinies and put a premium on digital information and channels. Marketers must meet this trend head-on by likewise embracing new technologies and overcoming the barriers to adoption. What your marketing organization needs now, more than ever, is a single, connected platform that truly sees each of your customers as unique individuals and can deliver the highly personal, relevant experiences they want, when and where they want them. From day 1, the Sitecore Experience Platform was designed to give marketers one connected, easy-to-use platform to deliver one connected, meaningful brand experience for everyone who touches your brand across all channels, for more profitable and productive relationships for your brand and customers. It helps you turn big data into actionable marketing intelligence that can be leveraged easily by your entire organization. All your customer-facing teams can have the same unified view of the customer, and you can all work together toward the same goal: creating customers for life. 9 Move your brand forward now with Experience Marketing Want to find out more about Experience Marketing? Visit our Experience Marketing portal, at sitecore.net/experiencemarketing, to download the first ebook in this series, Discover Experience Marketing, or register for a demonstration of the Sitecore Experience Platform. Share your views on Experience Marketing. Click the social media tabs below to keep the conversation going. About Sitecore Sitecore is the global leader in customer experience management. The company delivers highly relevant content and personalized digital experiences that delight audiences, build loyalty, and drive revenue. With the Sitecore® Experience Platform™, marketers can own the experience of every customer who engages with their brand, across every channel. More than 4,400 of the world’s leading brands—including American Express, Carnival Cruise Lines, easyJet, and L’Oréal—trust Sitecore to help them deliver the meaningful interactions that win customers for life. For more information about Sitecore, visit sitecore.net © 2001-2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. Keep the conversation going Friend us Follow us Connect with us Join our community 10