Marketing Optimization Suite
OVERVIEW Anything That Can Be Measured Can Be Optimized Learn more about your online audience, create new revenue opportunities, build your subscriber base and attract new members to your site. The Ektron Marketing Optimization Suite provides the tools marketing professionals need to create exceptional visitor experiences and execute your marketing strategy all within one single application. Create marketing campaigns and landing pages with Ektron s intuitive content management platform. Deliver that content with a laser focus to engage, convert and retain your site visitors. Test which campaign or promotion is meeting your business objectives and providing the best return on your investment. Analyze what really compels site visitors to visit your site and take action. Optimize your site in a cycle of continuous improvement that delivers better results for your organization. This document details the features of the Ektron Marketing Optimization Suite and discusses the concrete benefits your enterprise will gain through its use. Copyright 2010 Ektron, Inc. All rights reserved. http://www.ektron.com 1-877-4-WEB-CMS
ALIGN TO VISITORS GOALS Products Information Support Purchase Marketing Optimization - Align Your Site to Your Visitors Goals As a marketing professional, your job is to deliver a web experience that matches your site s business goals to the intent of each visitor. Ektron s Marketing Optimization Suite is the key to that alignment. Visitors come to your site with a specific intent in mind. Whether to learn more about your product or to make a purchase, each visitor wants to accomplish that goal with as little trouble as possible. Similarly, each page on your site has a purpose aligned with your organization s business goals. That purpose may be to inform, to answer common questions or to sell and to support your products. Marketing Optimization is the process where marketing and technology expertise combine to deliver results for both visitors and your organization with as little friction as possible. 1
THE CYCLE CREATE DELIVER TEST ANALYZE OPTIMIZE The 5 Stages of the Web Marketing Optimization Cycle There are five stages of the Web Marketing Optimization cycle. A critical factor in the success of the Web Marketing Optimization cycle is the understanding that it is a cycle; a continuous loop to improve and automate the processes you use to deliver business results through your website. 2 Create. Deliver marketing campaigns and landing pages that support your business strategies. Deliver. Engage site visitors with personalized content in real time. Test. Try out different combinations of copy, images and page layout to drive visitors to take action. Analyze. Understand how your site performs against defined goals. Optimize. Gain deep understanding of your customers in order to achieve desired business outcomes. Copyright 2010 Ektron, Inc. All rights reserved. http://www.ektron.com 1-877-4-WEB-CMS
OPTIMIZATION Putting Marketing Optimization into Action with Ektron The Ektron Marketing Optimization Suite is built upon the Ektron web content management platform, the same technology that powers the sites of some of the largest companies and brands in the world. The Ektron Marketing Optimization Suite core capabilities include: PageBuilder. Technology to simplify the process of creating and publishing web pages, micro-sites, and marketing campaigns. Content Targeting. Personalizing the web experience by matching content in the context of your visitors desires. Multivariate Testing. Experiment with different page layouts, images, copy, call-to-actions and other content to define the best pages that deliver results. In-Context Analytics. Information about how your visitors are using your site and what content is most important to your audience. Sales Automation. Help your sales team get high-quality, actionable, real-time leads. Search Engine Optimization. Deliver more site traffic through search engines. 3
PERSONALIZE Craft Exceptional Web Experiences for Visitors Create and deliver dynamic campaign pages and micro-sites - tracked and managed in real-time, with no programming or design knowledge necessary. Promote a new product or special event. Set up registration and contact forms, surveys and polls, even ecommerce shopping carts. Quickly design one page or complete micro-sites utilizing your organization s online library of templates, images, and other marketing materials. Ektron PageBuilder technology simplifies how marketers and other business users can create engaging web experiences; publishing landing pages and marketing campaigns with ease. Leveraging the power of PageBuilder are Ektron s unique Campaign Page and Micro-site Generators tools to build and deploy effective online marketing. 4 Copyright 2010 Ektron, Inc. All rights reserved. http://www.ektron.com 1-877-4-WEB-CMS
[ ] CUSTOMER SNAPSHOT Convert Shoppers to Customers through Marketing Optimization Carl s a photographer. He s come to your home page for the very first time. You learn from his IP address that he s located in New York and came to your site through a Google search, using the keywords professional camera lens. Carl creates a list of lens by price, starting with the highest price first. Carl remains on a specific product page for over five minutes but then leaves without adding any items to his shopping cart. Among other things, you now know that Carl shops on features rather than price. And he s still a prospect, not a customer. On Carl s next visit you ll want to convert him from shopper to buyer. With Ektron s Marketing Optimization Suite, show Carl specific offers, promotions, and content personalized to his interests and designed to drive him to make a purchase. 5
CUSTOMER ENGAGEMENT Target Your Content with Ektron Your ability to engage, convert, and retain visitors is significantly improved when you begin to target messaging to specific audiences in the context of both what you know about them and of their actions on your site. 6 Visitor information captured by the Ektron Marketing Optimization Suite includes data such as campaign ID, originating domain, GeoIP, navigation habits and more. Armed with that information, a marketer can build a a site personalized for the visitor based on demographics, activity and other actions. Copyright 2010 Ektron, Inc. All rights reserved. http://www.ektron.com 1-877-4-WEB-CMS
GET SOCIAL Hook into the Facebook Social Graph Ektron makes it simple to target content for anyone that uses Facebook a potential audience of over 500 million members and growing. For example, a visitor goes to the U.S. Soccer home page and clicks on the Facebook Like button, joining a community of over 300,000 online fans. That click has also updated the visitor s Facebook profile with the information that she likes the U.S. Soccer Team. Now your site, powered by the Ektron Marketing Optimization Suite, has access to that public information, allowing you to serve personalized content based on the visitor s Facebook Social Graph. As an example, imagine the impact of delivering the message that you re a proud sponsor of U.S. Soccer to every soccer fan visiting your site rather than simply offering up a generic advertisement. 7
MEASURE Measure Your Success with In-Context Analytics Connecting your web analytics to your marketing team in the context of their targeting activities empowers them to turn analytic insights into action. For example, Ektron in-context analytics allows a marketing team to filter site performance data (such as conversion rates) to see buyer versus browser conversions. Because the analytics data is available in-context, marketers could then run a multivariate test to determine strategies that improve results. The Ektron Marketing Optimization Suite leverages the power of your existing analytics investments, including the three most widely deployed analytics packages Google Analytics, Omniture SiteCatalyst and WebTrends providing you with the context you need to make informed marketing decisions. 8 Copyright 2010 Ektron, Inc. All rights reserved. http://www.ektron.com 1-877-4-WEB-CMS
TEST & OPTIMIZE Deliver Better Marketing Through Multivariate Testing Integrated into the Ektron Marketing Optimization Suite, multivariate testing is a proven way to deliver better performance for your website, regardless of your marketing goals. Where marketing organizations used to rely on speculation, now they can rely on the data generated by real visitors. Through the ability to test ideas, marketers are able to deliver the best possible web experience that drives visitors to take action. The results generated through multivariate testing can be stunning, with conversions rates that double and triple over time. The impact of increased conversion rates on business metrics such as revenue and customer satisfaction is undeniable. 9
CONVERT Turn Visitors Into Leads and Leads Into Customers Help your sales team get high-quality, actionable, real-time leads through the Ektron Marketing Optimization Suite. Provide Sales with insight into visitor behavior and then integrate those behavior models into your organization s existing customer relationship management applications. 10 For example, the Ektron platform can be used as an interface to submit and retrieve sales leads from the world s most popular customer relationship management tool, Salesforce.com. As it ties into missioncritical applications, the Ektron Marketing Optimization Suite provides you with a competitive advantage that aligns your business and web strategies more closely than ever before. Copyright 2010 Ektron, Inc. All rights reserved. http://www.ektron.com 1-877-4-WEB-CMS
DRIVE TRAFFIC Drive More Traffic To Your Site Through Ektron The Ektron Marketing Optimization Suite helps organizations drive more site traffic through organic search. Ektron provides a complete set of search engine optimization tools to ensure your site achieves the highest organic search rankings in search engines. The Ektron platform automatically generates a complete search engine-friendly site, including URLs that ensure search engines know how to properly categorize every page. As well as the platform s builtin SEO capabilities, the Ektron Marketing Optimization Suite provides additional reports that help to ensure the content on your site matches the search engine keywords you ve targeted. For example, one of those tools is a word density tag cloud view that provides a visual report on how your site s content appears to search engines. 11
OPTIMIZE TODAY Your Marketing Optimization Begins with Ektron s Marketing Optimization Suite Control your visitors web experiences from a comprehensive marketing perspective. Understand and utilize the behavior of your site visitors. Deliver exactly the right message to visitors at exactly the right moment during their visit. Help visitors reach their goal while achieving your business goals. For more information, please visit http://www.ektron.com/marketingoptimization/ or contact your Ektron representative today. 12 Copyright 2010 Ektron, Inc. All rights reserved. http://www.ektron.com 1-877-4-WEB-CMS
ABOUT About Ektron Ektron s web content management (WCM) platform simplifies the creation, management and delivery of multi-channel customer experiences for global organizations that are looking to engage with customers online. Ektron speeds time-to-web, drives business outcomes, and builds customer loyalty through software that powers corporate websites, intranet portals, and social communities. Ektron goes beyond traditional WCM, putting the power of the entire customer lifecycle, from acquisition through conversion and retention, into the hands of your marketing and web teams so that customers continuously receive relevant, fresh content. Headquartered in Nashua, New Hampshire, with offices in Australia, Canada and the United Kingdom, Ektron has more than 8,000 customers worldwide including: The Home Depot, Kodak, Microsoft, NASDAQ and National Health Services UK. For more information, please visit www.ektron.com, www.ektron.co.uk or www.ektron.com.au. 13
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