Digital Marketing Suite & Personalizationfiles.meetup.com/7044212/NY Metro Sitecore User Group - Pete Iuvar… · Digital Marketing is marketing that makes use of electronic devices

Delivering IT Peace of MindSM


Digital Marketing Suite & Personalization

Sitecore CEP, CMS and DMS

Peter Iuvara

NY Metro Sitecore User Group


Pete Iuvara is a strategic, business-centric specialist focusing on helping companies mature their operations, increase productivity and top line growth, and maximizing bottom lines. Pete currently holds a position at mindSHIFT Technologies. His role there is focused on strategic business and technical consulting, sales, and product and business development. About mindSHIFT: mindSHIFT Technologies is a leading Managed Services Provider (MSP) offering managed IT services, software-as-a-service (SaaS), VoIP, compliance and professional services to organizations around the world.

Speaker Peter Iuvara

Director, Sales & Consulting Services mindSHIFT Technologies


Presentation Abstract

Digital Marketing & Personalization • What is it: Topic Overview?

• Who cares about this anyway?

• Why should I: Value of Digital Marketing

• Where should it be used?

• How can I get this going?

– Business and Marketers know-hows

– Technologist How-to by Jim de la Bastide

3


Presentation Abstract

What you should get out of this • Better understanding of digital marketing

• Better understanding of personalization

• Compelling reasons to start a project

• How to start taking on the initiative

4


Intro

Quick Survey

• Who is currently using Sitecore?

• Are you using the DMS?

• Are you using Personalization and/or Targeted Content?

5


What is it?

What is it: Topic Overview

6

Digital Marketing is marketing that makes use of electronic devices (such

as computers, tablets, smartphones, cellphones, digital billboards, and game

consoles) to engage with consumers and other business partners. Internet

Marketing is a major component of digital marketing. – Wikipedia

Customer Engagement through Technology

Marketing Channels Activities Platforms Audiences


What is it?

Digital Marketing

7


What is it?

What is it: Topic Overview

8

Personalization involves using technology to accommodate the differences

between individuals. Once confined mainly to the Web, it is becoming a factor in

education, health care (i.e. personalized medicine), television, and in both

"business to business" and "business to consumer" settings. Social Network

websites use personal data to provide relevant advertisements for their users.

Websites like Google and Facebook are using account information to give better

services. – Wikipedia


What is it?

Personalization

9


Who cares anyway?

Who cares about this anyway?

10

Marketers Technologists Management Brand/Product

Managers

Promotion

Sales

Reach

Reputation

Evangelists

Message

Content

Promotion

Touch Points

Lead Gen

Bus Development

Implement

Empower

Facilitate

Support

Become Profit Center

Oversee

Manage

Produce

Answer to …


Why should I?

Why should I: Value of Digital Marketing

11

Call to Actions

Increased

Conversions

Customer

Journey

Leverage power

of platform

Get the right

message to the

right people at the

right time

How are

customers finding

you? Where

conversion,

abandons, etc.?

How are you

converting across

your multiple

channels? Do

some audience do

better than others?

Sitecore’s DMS.

Personalization,

engagement

plans and

tracking used to

be much harder.


Why Should I?

Why should I: Value of Digital Marketing (beyond the basics)

12

More relevant Communications with customers/prospects

Consumer-driven communication, not business-driven

Traditional marketing efforts are becoming absolute

More touch points, and noise does not yield better results

Must be interactive and relevant at an individual level

Better Operational outcomes

A more complete customer lifecycle journey

Analytics can provide great insight into other areas of business

Approach can lead to innovation in other areas

“the important applications of any significant new technology are usually

unthinkable in advance ... people do not solve new problems with an

unfamiliar technology. We start by solving familiar problems more

efficiently; then we solve these same problems differently; and only when

we have truly internalized the capabilities of the technology we reapply our

ingenuity to new problem areas” (Hoffman & Novak, 1996)


Why should I?

How does information travel?

• Leverage the multiplier effect

• Crowdsourcing concept

• Viral distribution

57% of people talk more online than in real life @mashable

“Cyber Dis-inhibition”: 43% feel less inhibited online Euro RSCG Worldwide

13

“

“


Where should it be used?

Where should it be used?

14

EVERYWHERE MOBILE MARKETING

EMAIL MARKETING

CAMPAIGNS

PRODUCT BRANDING

ECOMMERCE RETAIL NEWS & MEDIA


How can I Get This Going?

How can I get this going?

15

Personalization

History / Usage

Audience

Content



16



1 – Start with Content

17

Taxonomy (i.e.: classification, tagging, keywords) will provide a

superset of the metadata you will need to target and personalize content

using the DMS.

• Make (Samsung)

• Type (LED)

• Size (55 inches)

• Price ($2,000 US)

• HDMI Inputs (4)



2 – Audience, Behavior & History

18

Audience will provide an understanding of your customers interests as

well as data about them.

Behavior the DMS can track user activity. In addition, you can leverage

any other information you may have on this user (i.e.: order history).

• Name: Tony Stark

• Occupation: Ironman

• Location: NY

• Annual Salary: $12B US

• Order History: Purchased

24 Samsung TVs last year



3 – Configure DMS (Jim will elaborate and demo)

19

Main Cornerstones of the DMS

Visitor Profiling



Maturity Model

20

Source: Sitecore



Some Tips

21

1. Follow Through – Give it some time.

2. Don’t Give Away the Keys to Your Brand Pages – consistency

3. Engage in the Process – Seek help but don’t outsource everything

4. Focus on Relevant & Trending Topics

5. Impressions & ROI are only a piece to valuation – Human Capital


Q&A Thank you!

Peter Iuvara Director Sales & Consulting Services

631-864-0270 / office 516-680-3145 / mobile Twitter (@peteiuvara)

LinkedIN [email protected]

http://peteiuvara.com

https://twitter.com/peteiuvara

http://www.linkedin.com/profile/view?id=14185511&trk=tab_pro

mailto:[email protected]

http://peteiuvara.com/

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Digital Marketing Suite & Personalizationfiles.meetup.com/7044212/NY Metro Sitecore User Group - Pete Iuvar… · Digital Marketing is marketing that makes use of electronic devices