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Making it Relevant
Optimizing the Digital Marketing Experience
Making it Relevant
Optimizing the Digital Marketing Experience
Digital is no longer a channel. It is
the modus operandi for consumers,
marketers and successful
corporations. Consider these
comparisons: There are one billion
cars and trucks in the world and
three billion credit cards. But, there
are six billion mobile phones, of
which one billion are smartphones.
And, while the world population
is roughly seven billion, there are
more than nine billion connected
devices in use globally.1
In today’s digital world, as customers make
their way from anonymous browser to engaged
buyer they may interact with a company
multiple times in different ways. At any one
touch point 30 to 300 milliseconds may be
all the time there is to make a connection
and secure customers intent to purchase
before they click away. Presenting the right
content at the right time and right place is
critical to driving relevancy and delivering
the most personalized experience possible.2
Efficient production, personalized delivery
and reuse of content across platforms,
countries, languages and agencies are
required to drive superior marketing
performance. Many companies are finding
that cloud-based digital marketing platforms
provide the foundation to deliver the most
relevant customer experiences at scale and
optimize marketing performance.
There are 1,000,000,000 cars and
trucks in the world
3,000,000,000 credit cards
And, while the world population is
roughly 7,000,000,000
there are more than 9,000,000,000
connected devices in use globally.
GSMA, Nilson Report, United Nation Department of
Economic and Social Affairs, Accenture analysis, May
2012.
1
Baiju Shah and Nandini Nayak, “Got the R Factor: Driving
breakthrough performance in the Era of Relevance,”
Accenture, 2012.
2
There are 6,000,000,000 mobile phones
of which 1,000,000,000 are smartphones
Digital Platform Building Blocks
Contemporary digital marketing platforms are highly flexible and facilitate
a seamless and relevant end-to-end customer experience across continually
evolving digital channels.3 At their core, integrated digital platforms consist
of four building blocks: data, content, analytics, and optimization (Figure 1).
Each of these components play a significant role in helping companies
create greater relevance and a superior customer experience.
Figure 1: The Building Blocks of Integrated Digital Marketing
Optimization
Personalized
Experience/
Engagement
Multichannel
Execution
Analytics & Reporting
4
Media/
Marketing
ROI
3
Platforms
Integrated Digital Platforms, Accenture 2012.
3
Content
2
Data
1
1
Data: The Foundation of
the Integrated Platform
Enterprises have an abundance of data
on prospects and customers but it is often
locked in a variety of function-specific
applications and channel-specific databases,
or stored in third party systems. In order
to drive a seamless and relevant customer
experience, the data needs to be brought
together, in a way that complies with relevant
laws and regulations, to form actionable
insights that will drive desired outcomes.
Integrated platforms should be able to
collect, manage, and execute on the data
that is captured through the dialogue with
the customer. This includes Web clickstream
data, social media, mobile, video, customer
relationship management, call centers, point
of sale, and third-party marketing systems
such as email or ad serving. By bringing
all this data onto one common platform,
marketers can analyze their entire digital
marketing investment and drive optimization.
that is captured through the dialogue with
Content:
The Substance
the customer
across multiple
channels.
of the Conversation
2
Content is what drives meaningful, relevant
connections with customers and, as such, is
a mission critical asset. Think of the different
features and options to consider when buying
a TV, or how each new release of a smartphone
brings new features and uses the customer
needs to understand. Or think of a car with
its sophisticated entertainment platform and
intelligent dashboard that transmits details
about care maintenance, driver needs and
location services. All of these complex products
require detailed description, promotion and
terms of services, driving the need for extensive
content management capabilities.
To support this complex environment and
deliver the experiences demanded by today’s
consumers, the digital platform should
provide the capability and flexibility to
manage content in a multitude of ways.
Slate, a daily online magazine, is considered
one of Web publishing’s pioneers and
remains one of the most popular online
news and commentary sites. However,
Slate.com had never been managed
or published using a modern web
content management system. This made
administering the site cumbersome and
put constraints on what could be achieved
with the website. The company chose to
implement comprehensive enterprise-class
Web content management capabilities
delivered as a cloud-based implementation.
This enabled Slate to easily add capacity
and improve stability and performance,
keeping the site consistently available to
the public without administrative overhead.
This solution reduced the time to publish
content by as much as 50 percent and
streamlined content syndication and mobile
publishing across platforms. Perhaps most
important, Slate can now respond quickly
to emerging content and monetization
opportunities, and count on a stable,
flexible foundation to meet new Web
content publishing needs moving forward.
3
Analytics & Reporting: Insight
to Deliver Relevant Experiences
Within integrated digital platforms, analytics
builds on the data and content foundation.
Interactive channels generate an enormous
amount of statistical information. Being
able to interpret this information and
direct content to satisfy consumer intent is
essential for companies wanting to compete
in today’s digital marketplace. An integrated
analytics infrastructure provides the insight
critical to deliver relevant experiences,
monetizing content value and maximizing
return on marketing investment.
Gaming and entertainment company
Caesars Entertainment Corporation owns,
operates, or manages 53 casino resorts
in seven countries, as well as several
golf courses. The company leveraged an
integrated digital marketing platform
to assist and automate analytics for 36
properties supported by more than 60
websites under the Caesars umbrella.
The platform collects anonymous visitor
information about where visitors go on
the Web properties and how they reached
the Web pages. The data can also be
segmented by property, market, or across
the enterprise to give marketers a clearer
view of who its customers are in aggregate
and how they respond to site content.
As a result of this analytics-based approach
the company is successfully optimizing the
Web experience and increasing conversion
rates by as much as 70 percent for dozens
of online properties.
4
Optimization: Taking Action
to Maximize Return
The final building block of the integrated
platform, optimization is about taking
action on rich data and content to deliver
the highest return on marketing spend
and efforts. That action may be delivering
personalized experiences in real time that
engage and ultimately convert customers in
ways not otherwise possible. Alternatively, it
could be effectively executing multichannel
campaigns—be it search, display, social
media, mobile, video, or games—that
optimize ad dollars to deliver the highest
return possible.
For a global life sciences company,
optimization meant establishing a digital
production and content management
service that enables low cost content
creation, as well as efficient reuse and
approval of content across 12 major global
markets and in seven different languages—
English, French, German, Spanish, Italian,
Chinese and Japanese. Over the first two
and a half years of service, the company
has realized tens of millions in cost savings,
including a more than 30 percent reduction
in content production costs, a signficant
increase in digital content availability
and asset reuse.
Engineering Success
To truly give the customer center stage in the
organization of tomorrow, it is imperative that
executives embrace a technology strategy
driven by customer-centric digital platforms.
This is a significant change of mindset from
how enterprises have functioned for decades.
Executives should challenge their current
thinking that limits their world of possibilities
and prevents them from taking a leap in new
directions. A first step toward mindset change
and organizational readiness is to educate the
organization on the full capabilities and benefits
integrated digital platforms can provide.
The customer lifecycle spans a wide
organizational berth from the time the
customer is first introduced to the business,
to a sales transaction to post-sales
experience. This can pose both skills and
governance challenges for using integrated
platforms. In many organizations there
is no single entity responsible for the full
customer experience as it spans marketing,
sales, service, IT and more. While there is
no one “right” organizational approach to
govern the customer experience,
many companies are finding that CMOs
are naturally positioned to evolve into
the chief customer experience officer, or
“CXO”, because the data that is necessary to
understand the customer, typically resides in
the marketing organization. The integrated
platform approach also demands a complex
mix of skills across product groups,
geographies and functional areas that
may be hard to come by.
Some companies are using a Center of
Excellence structure to leverage valuable
skills most effectively and efficiently across
the organization and optimally engineer
the customer experience.
Outsourcing the management of integrated
digital platforms to an external provider is
another organizational option; helping to
work across functional silos, provide hard
to find skills, and manage the complexity of
the rapidly evolving digital world. Choosing a
cloud environment managed by a technology
and services provider may be the most direct
path to delivering results. But it is important
to consider a technology solution that is
integrated, flexible and available in the
cloud or on an as-a-service basis.
Optimized Experiences,
Optimized Investment
Companies are discovering that through
integrated digital marketing platforms they
can increase the signup rate for a loyalty
program by 10 percent, increase website lead
conversion by more than 100 percent, improve
conversion on a major brand campaign by 33
percent, or simply reduce the time it takes to
generate reports by a factor of 20.
By outsourcing content creation and
management of technology and operations,
companies can focus on content quality
while the outsourcing partner focuses on
optimizing operations. For example, one
large global consumer electronics enterprise
outsourced its digital marketing platform,
content creation and content management
function. Rather than focusing on operations,
this enabled the global Web team to focus on
the needs of the core business and monitor
the actual quality of the content, particularly
localized content for each region. As the
outsourcer focused on managing the central
content management it was able to create
consistency in operations, content and
branding. In addition to optimizing operations,
this process resulted in cost savings of as
much as 30 percent in the first year.
Most important, the integrated digital
marketing platform enables organizations
to offer highly relevant experiences to
customers who are constantly adapting,
taking on new devices, and evolving their
needs. When structured and managed
effectively these platforms provide a
flexible, seamless foundation to present
the most compelling content at each
customer interaction, drive greater
engagement and higher conversion rates,
to generate significant business results.
To learn more about optimizing the digital
marketing experience, contact:
Anatoly Roytman
Accenture Interactive
Managing Director, Europe
[email protected]
Aseem Chandra
Adobe, Vice President,
Product & Industry Marketing
Digital Marketing Business Unit
[email protected]
About Accenture Interactive
Accenture Interactive helps the world’s leading brands drive superior marketing
performance across the full multichannel customer experience. Working with over
4,000 Accenture professionals dedicated to serving the marketing function, Accenture
Interactive offers integrated, industrialized and industry-driven marketing solutions
and services across consulting, technology and outsourcing powered by analytics.
Follow @AccentureSocial or visit accenture.com/interactive.
About Accenture
Accenture is a global management consulting, technology services and outsourcing
company, with approximately 259,000 people serving clients in more than 120 countries.
Combining unparalleled experience, comprehensive capabilities across all industries and
business functions, and extensive research on the world’s most successful companies,
Accenture collaborates with clients to help them become high-performance businesses
and governments. The company generated net revenues of US$27.9 billion for the fiscal
year ended Aug. 31, 2012. Its home page is www.accenture.com.
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences.
For more information, visit www.adobe.com.
About Adobe Marketing Cloud
Now there’s a place that puts everything digital marketers need in one spot. It’s called
the Adobe Marketing Cloud. It includes a complete set of analytics, social, advertising,
targeting and web experience management solutions and a real-time dashboard
that brings together everything marketers need to know about their campaigns.
So marketers can get from data to insights to action, faster and smarter than ever.
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