Figaro Digital Marketing Conference

DIGITAL BY DESIGN

In order to flourish in an increasingly digital world,

organisations must do more than simply adapt to technology and opportunities as they emerge.

Digital by Design?

Digital by Design?

Business models are evolving and Marketers are ideally placed to take the lead in re-engineering

businesses from the ground up; to help them become

‘digital by design’.

Introductions

Simon Nash – Head of PlanningStrategy, Content and Social Media

@simonnash

Introductions

Chris Vezey – Sales DirectorSitecore UK Limited

@SitecoreUK

Digital Marketing has evolved

One to Many > One to One Personalisation Engagement etc

Chris

Chris

Device and channel that

suits me most right now

Customer Experience Management

We’ve reached multi-channel maturity

Chris

The business case has been proven

Chris

Characteristics of mature practitioners

Chris

Room for improvement

Even the most mature organisations still have room for improvement

Chris

We can’t afford to be complacent

Simon

A decade of changing business models

Innovative devices and social networks

Change is now a constant

The economics of value have changed

"We want to make money when people use our

devices, not when they buy our devices," 

Jeff Bezos - Amazon CEO

Organisations are thinking differently

Marketing must continue to evolve

Simon

Marketing Operations that are digital by design

Wrapped in an experience culture

AgilityInnovation

Underpinned by technology

Getting to grips with it all...

easyJet

Challenge• 364 million visits in 2011• Home page as entry to booking system• 50% of visitors know where and when• Personalisation needed for other 50% to

make travel planning easier

• Solution• Use of GeoIP to select local airports with live pricing• Hero banner personalised to visitor persona based on activity

• Result• Peak of 2.5 million visitors online during January sale• Five sales per second - filling two planes a minute• 20% uplift in conversions• Now looking to extend personalisation across entire booking

lifecycle, providing reminders, tailored offers across email and mobile

“During the easyJet January Sale, easyJet’s biggest to date, our personalised homepage was helping fill two planes every minute”Richard Levin, easyJet

Launch 09/11/12

Contribution to a strategic goal

Launch on Sitecore 09/11/2011

• School wide change programme

• An exciting new brand proposition

• Strategic framework for engagement

• Multi-channel digital presence

• Personalisation and CRM integration

• Marketing Operations

London Business School

Four dimensions of digital transformation

Marketing Technology Operations Culture

Becoming digital by design

Customer focused approach

multi-channelcustomer

engagement

Marketing

Technology

Culture

Operations

Customer focused approach

Organic Growth(Silos,

Fragmentation)

Business transformation

Organic Growth(Silos,

Fragmentation)

Customer focused approach

multi-channelcustomer

engagement

Marketing

Technology

Culture

Operations

Customer focused approach

Thanks...

[Insert Conversation Here]

Or here@simonnash / @SitecoreUK