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Develop a Web Experience Management Strategy Your web presence is your organization’s face to the world: support it with best-in-class tools and technologies for Web Experience Management. Info-Tech Research Group, Inc. is a global leader in providing IT research and advice. Info-Tech’s products and services combine actionable insight and relevant advice with ready-to-use tools and templates that cover the full spectrum of IT concerns. © 1997-2016 Info-Tech Research Group Inc. Info-Tech Research Group 1 ANALYST PERSPECTIVE Your website is your organization’s face to the world. Are you providing Marketing with the right technology stack to support it? Consumer demands for a world-class web experience are higher than they’ve ever been. Despite the importance of the web as a critical customer interaction channel, many IT departments are failing to provide their marketing counterparts with the tools and technology they need to create a best-in-class web experience. Organizations need to undertake a comprehensive internal and external scan that evaluates customer personas and competitive capabilities when formulating a strategy for their web experience management platform. This research will give you a systematic methodology for building a web experience platform strategy that relates strategic requirements to a rigorous environmental analysis. Ben Dickie, Senior Manager, Enterprise Applications Info-Tech Research Group Info-Tech Research Group 2 Our understanding of the problem This Research is Is Designed For: This Research Will Help You: IT managers involved in creating a technology Understand key market trends including what's enablement strategy for web experience management. new and the feature sets offered by WEM vendors. Business managers who are looking to draft a Create an analysis-supported strategy for a game plan for using technology to enhance their organization’s web presence. WEM platform to facilitate website content deployment, provide superior customer experience, and give Marketing the tools it requires. Organizations that want to use their website as a platform for improving web user engagement, customer service, and sales. Draft an initiatives roadmap for improving the organization’s web experience management. This Research Will Also Assist: Assist: This Research Will Help You: Them: Work in tandem to create a consistent Deploy a WEM platform and execute initiatives framework for successfully managing the company’s web presence. Determine if the existing systems, strategies, and procedures are appropriate for the enterprise web strategy. Create a project strategy that is consistent with governance and program management best practices. that will strengthen the web-facing customer experience, improving customer satisfaction and unlocking new revenue opportunities. Avoid making unnecessary new WEM investments. Make informed decisions about the types of technologies and initiatives that are necessary to support WEM. Info-Tech Research Group 3 Executive summary Situation • Web Experience Management (WEM) solutions have emerged as applications that provide marketers and other customer experience professionals with a complete set of tools for web content management, delivery, campaign execution, and site analytics. However, many organizations are unsure how to leverage these new technologies to enhance their customer interaction strategy. Complication • WEM solutions have tremendous capability, but few organizations think strategically about drafting a formal strategy for WEM. It’s very easy to overbuy an expensive solution that is inappropriate for both IT and Marketing. • Furthermore, WEM solutions must exist alongside of other content management tools and sales and marketing solutions. Info-Tech Insight WEM solutions can save time and increase revenue. The biggest benefits of WEM are to IT. They remove IT from the common task of creating and shepherding web content. WEM also provides benefits by giving web visitors a better experience – leveraging tools such as web analytics gives the customer a tailored experience. Marketing can then monitor their behavior and use this information to warm leads. Don’t overbuy. WEM vendors are increasingly selling to the marketing department. The products are incredibly appealing, but be realistic. Ask: can the enterprise actually deploy and use this kind of technology? Review functional overlaps. The functionality of WEM solutions is converging with that of other tools like social media management and market automation. Review the entire portfolio. Resolution • Every enterprise with a website needs to consider a WEM solution. It is important to have a defined strategy for web experience management to address how different customer personas interact with the website. This also includes conducting internal and external environmental scans and articulating strategic requirements for the organization’s goals. • Make the case for WEM and determine how it interacts with other solutions for marketing automation, lead management, and email marketing. Info-Tech Research Group 4 Web experience management overview Our Definition Web Experience Management (WEM) suites (platforms) are applications that provide marketers and other customer experience professionals with a complete set of tools for web content management, delivery, campaign execution, and site analytics. These suites are often tightly integrated to broader marketing management suites, content management systems, and customer relationship management products. What It Does and How It Works • A web experience management suite provides several key capabilities, including but not limited to: o Web Content Management and Curation o Site Templates o Web Campaign Management o E-Commerce Support or Integration o Comprehensive Web Analytics o Basic Social Media Integration o Mobile Support (i.e. Responsive Design) o Multimedia Support (i.e. Embedded Video) • A WEM suite provides a host of native capabilities, but many organizations elect to tightly integrate their WEM solution with other parts of their customer experience ecosystem to provide a 360-degree view of their customers. In the era of connected and informed customers, having an intuitive and consistent web presence isn’t a nice-to-have … it’s make or break for many businesses. A WEM suite can help you better design and manage your organization’s end-to-end web presence to drive increased customer acquisition and engagement. Info-Tech Research Group 5 Web experience management suites are a crucial piece of the broader customer experience management ecosystem Customer Experience Management (CXM) Web Experience Management Suites (You are here) E-Commerce Solutions/Point of Sales Solutions Marketing Management Suites Customer Relationship Management Platform Web experience management suites are one piece of the overall customer experience management ecosystem, alongside core CRM platforms and adjacent point solutions for sales, marketing, and customer service. Review Info-Tech’s CXM blueprints to build a complete, end-to-end customer interaction solution portfolio that encompasses WEM alongside other critical components. Channel (i.e. Social Media) Management Tools Customer Service Management Suites Customer Intelligence Platforms Info-Tech Research Group 6 Web experience management is evolving away from basic websites to meet the broader web needs of marketing Four quadrants map to different demands for WEM. and devices. Integration of multiple data sources. Targeted content for specific customers. Delivery to global clients requiring localized content. high Online Campaign Marketing low Marketing Demands Delivery of content to different channels Enterprise Web Experience Management (WEM) Basic websites Brochure-ware low Adapted from: Coremedia.com high IT Complexity Info-Tech Research Group 7 Marketing experience management solutions tend to focus either on pure experience or on content management Increasing marketing demands and IT complexity feed the need for broader web experience management solutions … traditional WCM is evolving to incorporate WEM functionality. high Online Campaign Marketing Enterprise Web Experience Management Marketing Automation Email Marketing Basic websites Brochure-ware low Marketing Demands Social Media Management Enterprise Web Content Management CRM Content Repository low Adapted from: Coremedia.com • Web Content Management (WCM) solutions focus primarily on the creation and management of websites. Ultimately, WCM is about IT efficiency. • Web Experience Management is about the support of advanced use cases and integration with marketing demands. WEM is a Marketing solution. high IT Complexity Info-Tech Research Group 8 Organizations across all maturity levels can realize the benefits of a WEM platform Organizations across the board are using digital to improve efficiency and the customer experience, but higher-maturity organizations differentiate themselves by using digital to transform their business, allowing them to move ahead of the competition. Organizations in the early or developing maturity stages diverge on how they view the main objective of a WEM suite. As they mature there is a greater understanding of how versatile the role of a WEM is for the business. Source: MIT Sloan Management Review in conjunction with Deloitte, 2015 Info-Tech Research Group 9 Adopt a WEM suite to realize multiple benefits for web-centric processes on both sides of the IT and business coin WEM solutions can integrate business strategies, marketing processes, and content management solutions across all stages of the customer lifecycle. This enables marketers to track leads from initial inquiry to sale, providing a closed loop reporting mechanism for marketing activities and enabling campaign ROI measurement. Time Savings Decrease time to deploy new content or execute web-centric marketing campaigns. Business Value Improve efficiency of lead acquisition activities originating from web channels. Increase resourcing options. IT Value Additional Revenue Generation Higher campaign response rates and customer clickthrough; less bounce. Stronger e-commerce integration. Broaden reach through social and multimedia content deployment. Reduce reliance on IT Saved IT resources for routine tasks such as A/B testing, webpage coding, and data cleansing. are now placed in sectors of the business where the ROI is of greatest value. Integration Efficiencies Better Reports and Analytics System integration Track, measure, and feeds web-centric data into dashboards in other platforms (i.e. CRM). prove the value of web-centric marketing activities. Integrations with other content-generating systems can streamline content production. Improves the value delivered to the business via integration with other customer experience management applications. Understand which content (collateral and copy) is performing best with different audience segments. Reduces need for constant customization on status reports on lead value and campaign success. Info-Tech Research Group 10 Customers will pay more for the experience they want 86% of buyers will pay more for a better customer experience. yet... 1% of customers feel that vendors consistently meet their expectations. (Sprinklr, 2015) A dedicated WEM platform will address the fundamental issue – customer experience. Giving customers a better experience will directly affect your bottom line through overall customer satisfaction and retention. Info-Tech Research Group 11 The web is your organizations face to the world 93% of online experiences begin with a search. Your web presence is your organization’s face to the world: 93% of customers start with a web search when locating information on a company’s products and services. (5th Agency, 2014) 56% Over half of all customer interactions happen during a multi-channel journey; having a web experience platform that can capture actionable customer data throughout these channel handoffs is essential to building a cohesive experience for your customers. (Sprinklr, 2015) Info-Tech Research Group 12 Utilize a WEM platform to save time, reduce costs, and improve customer acquisition and retention rates Value Drivers of a WEM Suite: Reduce cost and save IT resources. Web experience management provides a tool set which enables Marketing to take over website management, curbing the costs for IT. Enable Marketing to better do their job. As the business gets more leverage over its campaigns, customer acquisition effectiveness may go up as a result of better campaign management. Another benefit associated with adoption is website scalability. In many cases, building on top of a WEM system can improve the overall performance of the web presence. 78% 2% of companies plan on dedicating significantly more or somewhat more effort to improving their web experience (Temkin Group, 2014). Is equivalent Increase in customer retention 83% to... 10% Reduction in costs (Leading on the Edge of Chaos, Emmet Murphy and Mark Murphy) of consumers require some degree of support when making an online purchase. (Econsultancy, 2014) WEM is a win-win solution for IT and the business. Organizations that implement a WEM solution will be able to reduce the need for IT involvement in marketing projects and be more effective in identifying the most promising prospects and leads. Info-Tech Research Group 13 Audi differentiates its brand experience using web content and digital asset management through a dedicated WEM CASE STUDY Industry Automotive Source Audi/Adobe Audi AG Audi is a German automobile manufacturer that designs, engineers, produces, markets, and distributes luxury automobiles. Audi oversees worldwide operations from its headquarters in Ingolstadt, Bavaria, Germany. Audi-branded vehicles are produced in nine production facilities worldwide. The Web Experience Management Initiative included the following components Web Content Management Web Experience Management Initiative Audi launched a web experience management initiative with the objective of standardizing a dedicated, worldwide WEM cloud solution and analytics platform to provide a full spectrum of functionality that effectively allowed brand managers to rapidly deploy new content and track actionable analytics from their web presence. Results The rollout encouraged consistent branding worldwide with centralized digital asset management. It seamlessly integrated the Audi Configurator, used by 90% of consumers. The WEM reduced time to market with streamlined webpage creation. It allowed for analytics-driven insights to help predict sales in advance and aid with marketing campaigns and product development. The easy-to-use platform was adopted by markets accounting for 97% of sales volume. Digital Asset Management Marketing Reports and Analytics “We’re happy to see that in virtually every market – representing 97% of our overall sales volume – local teams are choosing Adobe Marketing Cloud. This helps underscore that we are indeed on the right track.” Michael Adolf, head of the Audi brand portal, Audi Info-Tech Research Group 14 Build a well-aligned strategy for web experience management that ensures Marketing and IT are in lockstep agreement Creating a strategy for web experience management initiatives involves IT and marketing as equal stakeholders: Marketing owns the business requirements, but IT serves as a trusted advisor and partner for technology enablement. Review the hallmarks of a well-aligned strategy in order to succeed. Well-Aligned Strategy • Centralized, shared governance between Marketing and IT Poorly-Aligned Strategy • No shared governance, or ad hoc governance that is (often in the form of a web strategy steering committee). • Clearly delineated responsibilities between Marketing and IT for shared management of the organization’s web presence. • Comprehensive requirements gathering programs for selecting and implementing tools for WEM. • Cohesive, rationalized portfolio of web-facing applications and technologies. • Strong data governance for web traffic and customer data. • Mutual understanding of requirements and capabilities. • Both Marketing and IT frame web experience strategies based purely on personal relationships rather than formal governance mechanisms. • • • • • • Infrequent and/or poor communication. Ad hoc requirements gathering. Few standard operating procedures. “Wild West” application portfolio. Poor or non-existent data governance. No understanding of customer personas and how they should be linked to developing web content. with clear reference to customer personas. Info-Tech Research Group 15 Follow Info-Tech’s approach to develop your WEM strategy Map Current State & Identify Future State Create Project Vision • • • Determine project scope. Identify key stakeholders. • Identify goals and objectives for WEM project. • Outputs Outputs Visualization of WEM future state Outputs • • Determine current state of WEM systems. Engage different stakeholders in soliciting requirements based on business needs. Outputs Environmental Scan WEM Project Charter • Identify WEM drivers, pains, and perceived benefits. Align objectives with corporate strategy. Gather Requirements High-Level Requirements • Classify people, process, technology, and data pains. Outputs Outputs WEM Vision Statement WEM Current State Map Gap Assessment Finalize Roadmap • • • Identify and prioritize implementation initiatives. Determine risks and mitigation strategies. Identify enabling projects. Outputs WEM Initiatives Roadmap • Prepare WEM strategy presentation to gain stakeholder commitment. Outputs WEM Strategic Summary Info-Tech Research Group 16 Use these icons to help direct you as you navigate this research Use these icons to help guide you through each step of the blueprint and direct you to content related to the recommended activities. This icon denotes a slide where a supporting Info-Tech tool or template will help you perform the activity or step associated with the slide. Refer to the supporting tool or template to get the best results and proceed to the next step of the project. This icon denotes a slide with an associated activity. The activity can be performed either as part of your project or with the support of Info-Tech team members, who will come onsite to facilitate a workshop for your organization. Info-Tech Research Group 17 Info-Tech offers various levels of support to best suit your needs DIY Toolkit “Our team has already made this critical project a priority, and we have the time and capability, but some guidance along the way would be helpful.” Guided Implementation Workshop Consulting “Our team knows that we need to fix a process, but we need assistance to determine where to focus. Some check-ins along the way would help keep us on track.” “We need to hit the ground running and get this project kicked off immediately. Our team has the ability to take this over once we get a framework and strategy in place.” “Our team does not have the time or the knowledge to take this project on. We need assistance through the entirety of this project.” Diagnostics and consistent frameworks used throughout all four options Info-Tech Research Group 18 Build a Web Experience Management Strategy – project overview 1. Harness Value 2. Create the Vision 1.1 Make the Case for a Web Experience Management Suite 2.1 Identify the Target State WEM Strategy 1.2 Structure the WEM Strategy Project 2.2 Assess Current State and Identify Gaps 3. Deploy Technologies 3.1 Build the WEM Technology Stack 3.2 Create a Web Strategy Initiatives Roadmap Best-Practice Toolkit Understand the value. Structure the WEM project. Define web experience metrics. Conduct the environmental scan and persona analysis. Formulate strategic requirements for web experience management. Review WEM best practices. Create a web experience initiatives roadmap. Guided Implementations Onsite Workshop Module 1: Harness the Value of Web Experience Management to Improve Business Outcomes Module 2: Create a Holistic Vision for Web Experience Management Module 3: Take a Best-Practice Approach to Deploying WEM Technologies Phase 1 Outcome: Go/No-Go Decision, WEM Project Charter, Statement of Objectives Phase 2 Outcome: WEM Portfolio Assessment, Environmental Scan, Strategic Requirements Phase 3 Outcome: Roadmap of WEM Initiatives and Dependencies Info-Tech Research Group 19 Workshop overview Contact your account representative or email [email protected] for more information. Workshop Day 1 Workshop Preparation Deliverables Activities • • Facilitator meets with the project manager and reviews the current project plans and IT landscape of the organization. A review of scheduled meetings and engaged IT and business staff is performed. Workshop Day 2 Workshop Day 3 Morning Itinerary • Facilitation of activities from the Harness the Value phase, including project scoping and resource planning. • Conduct an overview of WEM technologies and initiatives. Afternoon Itinerary • Conduct fireside chat on current state of web management initiatives. • Interview business stakeholders regarding where they see the evolution of web experience initiatives. Morning Itinerary • Create a vision for the target state of web management, including in-depth goal articulation and SWOT/PEST analysis. 1. Go/No-Go Decision 2. WEM Project Charter; Statement of Objectives 1. WEM Portfolio Assessment 2. Environmental Scan 3. Customer Personas 4. Strategic Requirements Afternoon Itinerary • Interview IT staff and project team; identify strategic requirements for the WEM suite. • Conduct an internal scan and current state analysis to identify if the existing technology environment aligns with target state needs: identify and prioritize gaps. Workshop Day 4 Morning Itinerary • Build the future state for web experience management. • Create a WEM technology stack. Afternoon Itinerary • Review best practices for managing an active web presence, including analytics and SEO. • Create a roadmap for web experience management initiatives. 1. Build the Technology Stack 2. Roadmap of WEM Initiatives and Dependencies Workshop Day 5 Workshop Debrief • Meet with project manager to discuss results and action items. • Wrap up outstanding items from workshop. Strategic Support • The facilitator will support project team to outline the outcomes of the workshop. 1. WEM Strategic Summary Info-Tech Research Group 20