WEB CONTENT MANAGEMENT MARKETING OPTIMIZATION SOCIAL SOFTWARE DIGITAL EXPERIENCE HUB

Transcription

1 WEB CONTENT MANAGEMENT MARKETING OPTIMIZATION SOCIAL SOFTWARE DIGITAL EXPERIENCE HUB

2 WEB CONTENT MANAGEMENT MARKETING OPTIMIZATION SOCIAL SOFTWARE DIGITAL EXPERIENCE HUB

3 REVENUE GROWTH DRIVES BUSINESS Every day businesses strive to meet targets, enhance performance, respond quickly, and outperform competitors all in order to improve profits. The role of marketing has evolved from being a cost center to a revenue generator, driving growth and tying marketing activities directly to revenue. They re now focused on results instead of effort, on revenue instead of costs, on ROI, and on leads generated. Analytics are examined every day as a measure of performance, and are affecting company decisions and strategies. Businesses need a solution that helps them generate revenue across all digital channels, from websites to mobile devices to social networks. By effectively managing revenue performance, businesses can strategically influence customers and prospects through their buying cycle.

4 B USINESS OUTCOMES WHEN REVENUE GROWTH IS THE GOAL, THE QUESTION BECOMES, HOW DO YOU ACHIEVE A BUSINESS OUTCOME FROM YOUR DIGITAL CHANNELS THAT DIRECTLY AFFECTS THE TOP LINE OF YOUR COMPANY? A business outcome is a measurable activity that has a quantifiable impact on revenue. That business outcome might be a sale if you sell products or services through your website, an application if you are a college or university, a donation or a member if you are a nonprofit or association, or a lead if you re a technology company. Most organizations think about brand awareness, customer loyalty, reputation, conversions, strengthening user engagement, and increasing their customer base as primary business outcomes. BUSINESS DRIVERS THAT INCREASE THE FOCUS ON MARKETING MEASUREMENTS DemandGen Report, Marketing Analytics and Revenue Management Survey 2,3

5 After defining the desired business outcome, the challenge, of course, is actually achieving that outcome. If your customers can t accomplish their goals when interacting with your company across digital channels (whether that s your website, mobile site or apps, social networks you appear on, etc.) then they will choose to go elsewhere. That translates into lost revenue and lost opportunities for your business. COMPANIES NEED A NEW APPROACH TO MAKE THE CONNECTION BETWEEN CONTENT AND REVENUE. According to Bain & Company, Inc., Executives overwhelmingly cite revenue growth as their organizations most important priority over the next three years three times more often than any other priority, and six times more often than cost containment. 1 1 Rigby, Darrell and Bilodeau, Barbara. Management Tools & Trends Bain & Company. 2 new-survey-explores-growing-use-of-analytics-to-reverse-engineermarketing-strategies.html 3 new-study-shows-marketings-role-in-revenue-growing-as-analyticscapabilities-increase-.html

6 HOW DO YOU MAKE THE CONNECTION BETWEEN CONTENT AND REVENUE? Delivering more business outcomes will enable you to further grow your organization s revenue. This is accomplished with technology that builds upon four steps: content, context, experience, and optimization.

7 CONTENT IS STILL KING. IT IS THE CORE BUILDING BLOCK OF WEBSITES, CAMPAIGNS, MOBILE DEVICES, AND EMERGING MEDIA. It comes in many forms and being able to manage content is an important mission for any organization. Web Content Management empowers content authors to be more effective at publishing content to each digital channel. Context is presenting, at the right time, the most relevant content to each unique visitor based on the information you know about them to ensure they take the desired next step. When you combine content and context, you can start delivering experiences to your visitors across all of the channels they use to connect with you. Once you have delivered an experience to a website, mobile device or a marketing campaign, optimization is the process of increasing your desirable business outcomes to improve your ability to engage, convert and retain visitors. Organizations can successfully create, manage, and deliver the right digital experience to their visitors when they implement the right technology. In doing so they will achieve their revenue goals.

8 E KTRON TECHNOLOGY WEB CONTENT MANAGEMENT Web Content Management enables companies to create, manage, and deploy global websites. Effective web content management empowers users, designers, and developers to work in parallel, improving productivity and speeding time-to-web. Marketers gain control of the website rather than having to go through IT, allowing content to be fresh and relevant to the visitor. But customers aren t just interacting with your business through the Web. They use mobile devices, place calls into call centers, send and receive s, and post in social networks. With Ektron, companies provide a consistent and integrated experience across all digital channels. Simplifying web content management and delivery allows companies to better interact with their customers, driving user engagement and improving results.

9 MARKETING OPTIMIZATION Marketing Optimization allows marketers to match the right content to the right user by combining content with context. Content doesn t exist in a vacuum; companies cannot simply publish content and expect it to deliver business outcomes. Your audience consumes so much content every day from tweets, news reports, blog posts, product updates, YouTube videos, and Facebook updates that it s easy for your messaging to get lost in that whirlpool of content. This is where context comes into play things such as site behavior, whether the visitor is using a mobile device, previous purchases, the search keyword used to bring them to the site, and their location all provide greater insight into each user s unique wants and needs. With Ektron Marketing Optimization, marketers can optimize and personalize digital experiences across websites, mobile devices and social networks. The marketer can then analyze what compels visitors to take action, and optimize the site experience to achieve the desired business outcomes.

10 E KTRON TECHNOLOGY SOCIAL COLLABORATION AND COMMUNITY Social Collaboration and Community (SC&C) gives organizations the ability to embrace customer relationships, transparency, and authenticity. SC&C increases brand awareness. It helps acquire new customers. Customers become brand advocates supporting others in vibrant online communities. They tell the brand what they love and what needs improvement, fostering new ideas and innovation. With Ektron Social Collaboration and Community, you ll enhance customer satisfaction and loyalty, creating repeat customers and more sales. We can t ignore the rapid growth of social media. Your customers use it 24 x 7, and social media can certainly help or hurt your brand. Ektron s Social Listening allows organizations to monitor, analyze and respond in real-time, engage in online conversations, manage their brand and make business decisions based on customer input.

11 AVERAGE 0 MILLION EETS ARE SENT CH DAY ERE ARE OXIMATELY ILLION S ON THE WEB ON AVERAGE 250 MILLION TWEETS ARE SENT EACH DAY THERE ARE APPROXIMATELY 50% 175 MILLION OF ACTIVE USERS LOG ON TO FACEBOOK IN ANY GIVEN DAY BLOGS ON THE WEB ON AVERAGE where they can interact with 250 MILLION 900 million TWEETS ARE SENT EACH DAY company pages, groups, events and community pages. THERE ARE APPROXIMATELY 175 MILLION BLOGS ON THE WEB 50% OF ACTIVE USERS LOG ON TO FACEBOOK IN ANY GIVEN DAY where they can interact with 900 million company pages, groups, events and community pages. 50% OF ACTIVE USERS LOG ON TO FACEBOOK IN ANY GIVEN DAY where they can interact with 900 million company pages, groups, events and community pages. 38 MILLION PEOPLE IN THE UNITED STATES WHO ARE YEARS OLD SAID THEIR PURCHASE DECISIONS ARE INFLUENCED IN VARIOUS WAYS BY SOCIAL MEDIA. WE CAN T IGNORE THE RAPID GROWTH OF SOCIAL MEDIA. YOUR CUSTOMERS USE IT 24 X 7, AND SOCIAL MEDIA CAN CERTAINLY HELP OR HURT YOUR BRAND.

12 D IGITAL E XPERIENCE HUB Connect your content to revenue generating outcomes. Your customers are interacting with you across multiple touch points from websites to mobile devices to social networks. Marketers are often tasked with managing and delivering these digital experiences, which has become increasingly complex as content grows, data accumulates and technology evolves. The ecosystem of products designed for customer experience management include technologies for content creation, web analytics, personalization and targeting, marketing automation, translation services, customer relationship management systems, video delivery and social media monitoring. Many organizations have made significant investments in various technologies and should not be forced to abandon them. The key is for organizations to be able to integrate their mission-critical sales and marketing applications into one comprehensive digital experience hub. Now, marketers can easily connect what they deliver on a website to their marketing programs, trigger s to be sent out to customers based on user activity, and personalize the experience based on the context (site behavior, demographic, traffic source and customer data) of the user. They can also monitor social conversations so they can respond in real-time, as well as gain insight into the hot topics in their industry allowing them to recognize where and when an opportunity exists.

13 THE KEY IS FOR ORGANIZATIONS TO BE ABLE TO INTEGRATE THEIR MISSION-CRITICAL SALES AND MARKETING APPLICATIONS INTO ONE COMPREHENSIVE DIGITAL EXPERIENCE HUB.

14 D IGITAL E KTRON E XPERIENCE PLATFORM HUB ENTERPRISE SCALE. CLOUD READY. DEVELOPER FRIENDLY. Ektron s flagship Web Content Management platform provides the scalability, extensibility and power needed to deliver complex, dynamic digital experiences. From a.net developer s perspective, Ektron is easy to understand. It s built on the latest Microsoft.NET Framework, where developers use standard languages and development patterns such as HTML, CSS, C#, ASP.NET Web Forms & MVC, and JQuery. Ektron provides a library of over 80.NET controls allowing developers to quickly add functionality and applications to websites. When developers need more flexibility and power, Ektron provides a complete SDK and API for development. Designers have full control over markup, allowing them to incorporate HTML5, Flash, AJAX, and emerging technologies into their web application. Ektron is the only.net CMS with a true n-tier enterprise architecture providing unparalleled security, scalability and reliability.

15 DISPLAY TIER ON PREMISE CLOUD SEARCH Ektron Search, powered by Microsoft Search Server or Microsoft FAST Search, provides best-in-class search and metadata driven navigation. EKTRON esync SYNCHRONIZATION Ektron esync speeds time to Web and reduces APPLICATION TIER 8.5 costly errors by automating the secure provisioning of entire web applications from staging through production. CLOUD READY The Ektron Platform can be deployed on-premise or DATA TIER in the cloud, including native support for Microsoft Azure.

16 L LOYDS TSB Our goals were to raise market awareness of the bank s products, and drive new business... CHALLENGES Raise market awareness of the bank s products Our goals were to raise market awareness of the bank s products, drive new business leads through our online presence and better capture customer data. Whether a new business account or existing business account, Lloyds TSB Commercial provides dedicated banking services and products for customers with an annual turnover of up to 15m. Recognizing the need to extend their growth online, Lloyds TSB Commercial commissioned partner, Freestyle Interactive, to implement the Ektron solution. Drive new business leads Produce measurable results RESULTS Visitor numbers increased by 90 percent Lead numbers increased by 150 percent Conversion rate (visitor to registered lead) increased 30 percent

17 N ASDAQ We knew what we wanted for the NASDAQ Community: increase traffic, advertising revenue and audience engagement while improving customer loyalty through a more personalized experience. The NASDAQ brand was driving visitors to the site but still needed to offer an engaging and delightful experience. Ektron Social Collaboration & Community provided the platform to support a new, vibrant NASDAQ Community. We knew what we wanted for the NASDAQ Community: increase traffic, advertising revenue, and audience engagement... CHALLENGES Deliver better information for site visitors through an online community Provide Consumer Reports style stock ratings Offer tools to help improve investment skills Provide personalized home pages with custom, relevant information for each visitor RESULTS The NASDAQ Community at introduced key social media components allowing visitors to interact with one another, join networks of similar interests, and have access to trusted providers of investment information Within the first six weeks of launch, 3,000 members registered to join the new NASDAQ Community

18 L EADING ANALYSTS Ektron has been recognized by leading analyst firms such as Gartner, Inc. and Forrester Research, Inc. Ektron has used the growing popularity of.net platforms to support online strategies. It is typically one of the top choices considered in the market by clients that have chosen this core architecture. - Noted in Gartner s Magic Quadrant for Web Content Management, August 2010 Ektron is included in Gartner s Magic Quadrant for Web Content Management as a Visionary, with Gartner citing, Ektron has used the growing popularity of.net platforms to support online strategies. It is typically one of the top choices considered in the market by clients that have chosen this core architecture. And further writes that Ektron continues to build on the reputation of its offering for usability, ease of creation, authoring, page building, deployment and integration using widgets. Consider Ektron when looking for a single platform for managing corporate websites, communities and social workspaces. - Noted in Gartner s Magic Quadrant for Externally Facing Social Software, August 2011 Ektron is included in Gartner s Magic Quadrant for Externally Facing Social Software as a Niche vendor noting that organizations should consider Ektron when looking for a single platform for managing corporate websites, communities and social workspaces and acknowledging Ektron s strong developer community, well-designed partner program and extensive global partner network, and ability to consistently move its product forward.

19 in all of the major WCM functional categories. Ektron 8.5 is currently near best-of-breed status - The Compass Guide to WCM, Evaluation of Ektron, Q The Compass Guide to WCM, Q1 2012, Evaluation of Ektron notes that Ektron is now producing one of the highest quality WCM-Marketing-eCommerce solutions on the market. And further writes that Ektron 8.5 is currently near best-of-breed status in all of the major WCM functional categories. Ektron has developed tight integrations for its WCM with other components of the Customer Experience Management ecosystem, such as analytics and CRM. - The Forrester Wave : Web Content Management for Online Customer Experience, Q The Forrester Wave : Web Content Management for Online Customer Experience, Q ranked Ektron the highest in Customer Experience Management (CXM) citing Ektron s solid functionality. The Forrester Wave Vendor Summary notes that Ektron has developed tight integrations for its WCM with other components of the CXM ecosystem, such as analytics and CRM, and Ektron displays a strong grasp of the importance of the social channel, through its delivery to third-party social networks and ability to ingest profile information from those sites and use it for content targeting. CONCLUSION Executives are looking at investments in digital marketing channels as a growth strategy. In today s economy, companies must tie investments in content management and digital marketing to revenue goals. Ektron solutions for Web Content Management, Marketing Optimization, Social Collaboration & Community, and ecommerce help companies achieve their business goals with ease. With Ektron, you ll provide relevant content to all your audiences - customers, prospects, partners, employees - across all digital channels - websites, mobile devices, , and social networks. It s time to start connecting content to revenue.

20 WEB CONTENT MANAGEMENT MARKETING OPTIMIZATION SOCIAL SOFTWARE DIGITAL EXPERIENCE HUB WORLDWIDE HEADQUARTERS AUSTRALIA CANADA EKTRON EUROPE LIMITED 542 AMHERST STREET (ROUTE 101A) NASHUA, NH EKTRON LEVEL 3, 175 CASTLEREAGH STREET SYDNEY, NSW 2000 AUSTRALIA COCHRANE DRIVE EAST TOWER, 6 TH FLOOR MARKHAM, ONTARIO L3R 0B8 CANADA THIRD FLOOR, 1 BELL STREET MAIDENHEAD, SL6 1BU UK Ektron simplifies the creation, management and delivery of digital experiences for global organizations that are looking to drive revenue growth and improve customer satisfaction. Ektron software powers corporate websites, extranets, intranet portals and social communities. Ektron helps companies deliver customer experiences to their audiences through all digital channels including websites, mobile devices and social networks by using content to engage consumers, drive business outcomes and further revenue growth. Headquartered in Nashua, New Hampshire, with offices in Australia, Canada and the United Kingdom, Ektron has thousands of worldwide customers including: Fairmont Raffles Hotels International, Las Vegas Sands, Microsoft, NASDAQ and National Health Services UK. FOR MORE INFORMATION, PLEASE VISIT