Contextual Marketing with CoreMedia LiveContext

Transcription

1 Contextual Marketing with CoreMedia LiveContext For Use with SAP Web Channel Experience Management 2.0 CoreMedia business solutions guides are intended to support online professionals seeking strategies to enhance the experience they offer to their audiences online. This guide demonstrates how CoreMedia LiveContext enables companies using SAP WCEM to optimize their online sales and marketing channel performance.

2 THE ERA OF THE EMPOWERED CUSTOMER Today, every business is a digital business and online customers are empowered like never before. Consumers are increasingly going online at every stage of the e-commerce lifecycle, engaging with organizations across a range of touchpoints and enjoying the benefits that come from greater price transparency, increased access to information and personalized content from their social networks and online communities. To stay competitive, companies must be able to optimize the conversion of online engagements into profitable interactions at every stage in the buying cycle. The importance of contextualized content Contextual marketing content is a critical part of the customer experience today. Multi-channel marketing applications must address factors such as mobility, social networking and location awareness. Adapting the customer experience to the customer s needs and situation the essence of contextualization is proving to be a critical element of any successful customer engagement approach. Without contextual information, it s a challenge for companies to sustain strong engagement from Web audiences and ensure that digital channels remain profitable. 2

3 Introducing CoreMedia LiveContext SAP Web Channel Experience Management (WCEM) is a new, state-of-the-art Web channel platform that delivers a full range of e-marketing, e-commerce and e-service functions for creating and deploying Web shops as a profitable sales, service and interaction channel. CoreMedia LiveContext enables companies using SAP Web Channel Experience Management to optimize their online sales and marketing channel performance by infusing every aspect of their customers online experience with rich, marketing information. This results in increased engagement, higher sales and improved loyalty by conveying the right information at the right time across all touchpoints. A contextualized homepage integrating marketing content and relevant products on a flexible grid layout. 3

4 Combining unique strengths Working together, CoreMedia and SAP demonstrate how the right mix of product and contextualized marketing content can increase up-sell and cross-sell opportunities, and significantly strengthen customer loyalty. The SAP Web Channel Experience Management platform enables companies to extend market reach and adapt to business changes with a personalized Web channel that is easy to deploy, configure and extend. To further enhance its capabilities, SAP has partnered with CoreMedia to augment product data delivery with highly relevant, contextual Web content. Transforming product catalogs into personalized shopping experiences Create and manage marketing content The first step in creating personalized shopping experiences is to expand the scope of information presented in your shopping or ecommerce site. With CoreMedia LiveContext, you are able to not only show product information but additional content that s relevant to your products (e.g. useful tips and tricks, hot new features, reports on innovation and so on). CoreMedia LiveContext provides a single, easy-to-use tool, the CoreMedia Studio, for business users to create and manage all types of marketing content for the Web channel, including text, images, videos, galleries, PDFs, and more. CoreMedia Studio is a modern, browser-based Web application with a clean look and feel. It includes an integrated preview window that provides direct visual feedback on how the content will be presented to site visitors. The workspace is split into two main parts with structured content editing on the left and integrated preview on the right. Empower business users with an extensible editor and flexible business modeling. 4

5 Editing a marketing article in CoreMedia Studio. Enriching your marketing articles with images is as easy as dragging and dropping them from the integrated library. The library provides full text search including type ahead as well as a thumbnail preview. 5

6 Searching for marketing images within CoreMedia Studio. New images can be uploaded with CoreMedia Studio using simple drag and drop from your local desktop. Bulk upload operations are also available. The images are stored with the highest resolution, variants in size and quality can be defined and are computed on demand to increase flexibility, content reuse and optimize storage requirements for large media catalogs. 6

7 Images can be edited directly from within the Web user interface using advanced image editing functionalities such as cropping, rotation, contrast, brightness and more. The integrated preview window of CoreMedia Studio provides immediate feedback on how different image formats will be rendered. Image editing in CoreMedia Studio. 7

8 Integrate and enrich product catalog data Having created the marketing content, the question arises: how do you create the link between marketing content and products? In other words, how do you refer to product information from marketing content and guide your audience to specific products? To do so, you need to create a reference to products residing in your SAP product catalog. With CoreMedia Studio you get direct read access to the SAP product catalog for integration. Business users are able to search for specific products in the SAP MDM and to browse and preview them. Once they have found the product they want to showcase, they simply select it and create a reference in CoreMedia LiveContext with the click of a button. Searching for products in SAP MDM using CoreMedia Studio. 8

9 Having created the reference, you then have full freedom to overwrite certain product properties such as teaser title description, image etc. in order to create market specific or campaign specific product teasers and to link them to your marketing content. Only one tool, CoreMedia Studio, is needed for the end-to-end process of finding, selecting and enriching products. This streamlines the effort allowing you to build out your Web channel more quickly and efficiently. Enriching SAP MDM product presentations. 9

10 Assemble, design and preview the Web Channel Experience One of the most important steps in creating engaging shopping experiences is to assemble content on landing pages. CoreMedia Studio enables you to quickly create new landing pages and to assemble content using a layout paradigm called the page grid. Business users are in full control of the arrangement of each landing page. Assembling content into a page grid is done in the standard split view of CoreMedia Studio: on the left side, you use drag and drop from the library to arrange content into different areas of the grid. On the right side, you can see the integrated preview. Depicted in the screenshot below is a three-column layout into which content can be dragged and dropped. Page grid editing in CoreMedia Studio. Taking a closer look at the main column, you can see that each content item spans the width of the column in a different way: the first item spans the full width of the main column, while the second item shows three content teasers in one row, and the third item shows two content teasers. This behavior is determined again by the business user. 10

11 Drilling down into one of the items in the grid will open the detailed view. There is a clear separation of content and layout which allows for the greatest flexibility and reuse of content: J JContent: There are three content items that must be rendered. They have been set using drag and drop from the library. JLayout: J Selecting from the dropdown, you as the business user are able to define how the content is rendered. When the 3-column-layout is selected, the content will be rendered like shown in the screenshot below. Adjusting the landing page element layout: 3-column example. 11

12 Changing the layout to 2-column-layout changes the content presentation accordingly, as shown in the screenshot below. It is important to have an integrated preview to provide immediate feedback on how the content will be presented to the site visitor without having to first publish the page. This allows business users to confirm that the page will be rendered exactly the way they wish. Adjusting the landing page element layout: 2-column example. A common approach is to present content in dynamic widgets. One example is a carousel teaser widget, which allows visitors to cycle through a rotating selection of highlighted content items (see screenshot below for the preview of the same three content items as above rendered as carousel layout variant). Adjusting the landing page element layout: carousel example. With CoreMedia LiveContext, such layout variants can be selected and published by business users without the involvement of IT. 12

13 Contextualize the experience with behavioral and situational targeting The final step in optimizing the shopping experience is to contextualize a visitor s journey by adapting the experience via behavioral and situational targeting. With CoreMedia LiveContext, the business user is able to set up rules to target users with specific behavior or in a specific situational content. CoreMedia LiveContext provides you with a dynamic interface to assemble the rules and associate them with specific content item. This includes AND and OR concatenated conditions that determine which content is rendered. Additionally, you can preview and test the rules by choosing test user profiles in the top right corner. In the following screenshot, a notebook teaser will be shown to users who have previously expressed an explicit interest in Notebook PCs. This rule is set up in the CoreMedia Studio by selecting the contextualization source ( Segment ) and the value ( Notebook interest ). In the top right corner you can see that the Notebook interest test user has been selected, and this is why you see the notebook teaser being displayed in the integrated preview. Setting up targeting rules in CoreMedia Studio: Segment condition. 13

14 Adding another condition is done with a single click. In the screenshot below, the user has extended the personalization rules by selecting a specific time of day. This time condition will be taken into account when determining which content will be shown to a specific user. Setting up targeting rules in CoreMedia Studio: Time condition. 14

15 Setting up contextualization rules on your homepage allows you to effectively target different users. Another example is shown in the following screenshot where different campaign teasers are shown to different users. Contextualized campaign presentation rules. 15

16 Operate seamlessly in your SAP environment The SAP Web Channel Experience Management is built on a modular architecture, allowing customers and partners to extend the product, providing differentiation and competitive advantage. Modular architecture of the SAP Web Channel Experience Management. CoreMedia has worked closely with the SAP development team to shape the interfaces for the integration of content applications. As a result CoreMedia LiveContext delivers a fully integrated solution extending the Web Channel functionality on all layers by integrating CoreMedia CMS. To operate CoreMedia LiveContext for SAP Web Channel Experience Management, you simply take the CoreMedia Web Channel Adapter, packaged as.sca file and configure it in the Web Channel Builder user interface. This adapter handles the integration with the CoreMedia CMS, once activated all the use cases described earlier are enabled. 16

17 With the CoreMedia Web Channel Adapter activated the request flow of the SAP Web Channel Experience Management is extended: For defined areas of the page the requests are handled by the CoreMedia Web Channel Adapter, which enhances the request with additional context information and passes it over to the CoreMedia CMS for contextualized rendering all integration is achieved on the server side and is completely transparent to the end user. SAP Web Channel Builder with activated CoreMedia Web Channel Adapter. Additionally CoreMedia LiveContext provides a ready to go corporate e-commerce website to support rapid online project startup. Required changes to cater for the needs of an SAP Web Channel Experience Management environment are preconfigured and just need to be adapted to the local environment. 17

18 About CoreMedia CoreMedia s powerful Web Content Management system enables enterprises to create truly engaging customer experiences across all touchpoints. CoreMedia is a leading provider of Web Content Management software to organizations demanding engaging, context-driven online experiences for their customers regardless of channel or touchpoint. The company s WCM suite offers unique business value by seamlessly integrating digital and social media assets, increasing editorial productivity and accelerating time to market in complex environments. As a result, businesses can more effectively execute their online strategies to engage users, build customer loyalty and ultimately drive greater revenue and profitability. Established in 1996, CoreMedia is headquartered in Hamburg, Germany, with offices in San Francisco, London, and Singapore. CoreMedia s clients include global brands, such as the American Association of Medical Colleges (AAMC), Australian Broadcasting Corporation (ABC), Bertelsmann, BILD, CLAAS, Continental, EPCOS, Deutsche Telekom, Internet Broadcasting, O2, and Singapore Press Holdings. 18

19 Germany, Switzerland, Austria CoreMedia AG Ludwig-Erhard-Straße Hamburg Germany The Americas CoreMedia Corporation 118 Second Street, 5th Floor San Francisco CA USA Europe, Middle East and Africa CoreMedia Ltd. 90 Long Acre Covent Garden London WC2E 9RZ United Kingdom Asia Pacific CoreMedia Asia Pacific Pte. Ltd. 25 International Business Park #0 106 German Centre Singapore Tel Tel Tel Tel For more information, please visit our website: info@coremedia.com Copyright CoreMedia AG. All rights reserved. SAP is a registered trademark of SAP AG in Germany and several other countries. (1212-BG-EN-LCX001)