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Accenture Interactive – Joint Point of View with Adobe Making it Relevant Optimizing the Digital Marketing Experience

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Discover why cloud-based digital marketing platforms provide the foundation to deliver the most relevant customer experiences at scale to optimize marketing performance. Digital is no longer a channel. It is the modus operandi for consumers, marketers and successful corporations. And getting digital right demands the ability for companies to deliver the right content at the right time to the right place—and at scale. It’s about delivering truly relevant and personalized customer experiences that secure buyers’ intent to purchase and keep them coming back. Efficient production, personalized delivery and reuse of content across platforms, countries, languages and agencies are required to make the most of digital and drive superior marketing performance. Many companies are finding that cloud-based digital marketing platforms provide the foundation to deliver the most relevant customer experiences at scale, optimizing marketing performance. Explore this point of view from Accenture Interactive and Adobe for insight into optimizing the digital marketing experience. February 21, 2013

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  • 1. Accenture Interactive Joint Point of View with AdobeMaking it RelevantOptimizing the Digital Marketing Experience

2. Making it RelevantOptimizing the Digital Marketing ExperienceDigital is no longer a channel. It is In todays digital world, as customers makeEfficient production, personalized deliverytheir way from anonymous browser to engagedand reuse of content across platforms,the modus operandi for consumers,buyer they may interact with a company countries, languages and agencies aremarketers and successfulmultiple times in different ways. At any one required to drive superior marketingcorporations. Consider thesetouch point 30 to 300 milliseconds may beperformance. Many companies are findingcomparisons: There are one billionall the time there is to make a connection that cloud-based digital marketing platformscars and trucks in the world andand secure customers intent to purchaseprovide the foundation to deliver the mostbefore they click away. Presenting the right relevant customer experiences at scale andthree billion credit cards. But, therecontent at the right time and right place is optimize marketing performance.are six billion mobile phones, of critical to driving relevancy and deliveringwhich one billion are smartphones.the most personalized experience possible.2And, while the world populationis roughly seven billion, there aremore than nine billion connecteddevices in use globally.1There are 1,000,000,000 cars andtrucks in the world3,000,000,000 credit cardsAnd, while the world population isroughly 7,000,000,000there are more than 9,000,000,000connected devices in use globally. GSMA, Nilson Report, United Nation Department of1 Economic and Social Affairs, Accenture analysis, May 2012. Baiju Shah and Nandini Nayak, Got the R Factor: Driving2 breakthrough performance in the Era of Relevance, Accenture, 2012. 3. There are 6,000,000,000 mobile phonesof which 1,000,000,000 are smartphones 4. Digital Platform Building BlocksContemporary digital marketing platforms are highly flexible and facilitatea seamless and relevant end-to-end customer experience across continuallyevolving digital channels.3 At their core, integrated digital platforms consistof four building blocks: data, content, analytics, and optimization (Figure 1).Each of these components play a significant role in helping companiescreate greater relevance and a superior customer experience.Figure 1: The Building Blocks of Integrated Digital Marketing Optimization 4Personalized Media/MultichannelExperience/ Marketing ExecutionEngagementROI Analytics & Reporting3Platforms Content2 Data 1 Integrated Digital Platforms, Accenture 2012.3 5. Slate, a daily online magazine, is consideredto assist and automate analytics for 361 Data: The Foundation ofthe Integrated Platformone of Web publishings pioneers andremains one of the most popular online properties supported by more than 60 websites under the Caesars umbrella.news and commentary sites. However,The platform collects anonymous visitorSlate.com had never been managed information about where visitors go onEnterprises have an abundance of dataor published using a modern webthe Web properties and how they reachedon prospects and customers but it is oftencontent management system. This made the Web pages. The data can also belocked in a variety of function-specificadministering the site cumbersome andsegmented by property, market, or acrossapplications and channel-specific databases,put constraints on what could be achievedthe enterprise to give marketers a cleareror stored in third party systems. In orderwith the website. The company chose to view of who its customers are in aggregateto drive a seamless and relevant customerimplement comprehensive enterprise-class and how they respond to site content.experience, the data needs to be broughtWeb content management capabilitiesAs a result of this analytics-based approachtogether, in a way that complies with relevantdelivered as a cloud-based implementation. the company is successfully optimizing thelaws and regulations, to form actionableThis enabled Slate to easily add capacityWeb experience and increasing conversioninsights that will drive desired outcomes.and improve stability and performance, rates by as much as 70 percent for dozensIntegrated platforms should be able tokeeping the site consistently available to of online properties.collect, manage, and execute on the datathe public without administrative overhead.that is captured through the dialogue withThis solution reduced the time to publishthe customer. This includes Web clickstreamcontent by as much as 50 percent anddata, social media, mobile, video, customerrelationship management, call centers, pointstreamlined content syndication and mobile 4 Optimization: Taking Action to Maximize Returnpublishing across platforms. Perhaps mostof sale, and third-party marketing systemsimportant, Slate can now respond quicklysuch as email or ad serving. By bringing The final building block of the integratedto emerging content and monetizationall this data onto one common platform,platform, optimization is about takingopportunities, and count on a stable,marketers can analyze their entire digital action on rich data and content to deliverflexible foundation to meet new Webmarketing investment and drive optimization. the highest return on marketing spendcontent publishing needs moving forward. and efforts. That action may be deliveringthat is captured through the dialogue with personalized experiences in real time that2Content: The Substancethe customer across multiple channels. of the Conversation3 Analytics & Reporting: Insightto Deliver Relevant Experiences engage and ultimately convert customers in ways not otherwise possible. Alternatively, it could be effectively executing multichannel campaignsbe it search, display, socialContent is what drives meaningful, relevantWithin integrated digital platforms, analytics media, mobile, video, or gamesthatconnections with customers and, as such, isbuilds on the data and content foundation. optimize ad dollars to deliver the highesta mission critical asset. Think of the differentInteractive channels generate an enormousreturn possible.features and options to consider when buyingamount of statistical information. Beinga TV, or how each new release of a smartphoneFor a global life sciences company,able to interpret this information andbrings new features and uses the customeroptimization meant establishing a digitaldirect content to satisfy consumer intent isneeds to understand. Or think of a car withproduction and content managementessential for companies wanting to competeits sophisticated entertainment platform and service that enables low cost contentin todays digital marketplace. An integratedintelligent dashboard that transmits details creation, as well as efficient reuse andanalytics infrastructure provides the insightabout care maintenance, driver needs and approval of content across 12 major globalcritical to deliver relevant experiences,location services. All of these complex products markets and in seven different languagesmonetizing content value and maximizingrequire detailed description, promotion andEnglish, French, German, Spanish, Italian,return on marketing investment.terms of services, driving the need for extensiveChinese and Japanese. Over the first twocontent management capabilities.Gaming and entertainment company and a half years of service, the companyCaesars Entertainment Corporation owns,has realized tens of millions in cost savings,To support this complex environment andoperates, or manages 53 casino resorts including a more than 30 percent reductiondeliver the experiences demanded by todaysin seven countries, as well as several in content production costs, a signficantconsumers, the digital platform shouldgolf courses. The company leveraged an increase in digital content availabilityprovide the capability and flexibility tointegrated digital marketing platformand asset reuse.manage content in a multitude of ways. 6. Engineering Successmany companies are finding that CMOs are naturally positioned to evolve into Optimized Experiences,To truly give the customer center stage in the the chief customer experience officer, or Optimized Investmentorganization of tomorrow, it is imperative thatCXO, because the data that is necessary toexecutives embrace a technology strategy understand the customer, typically resides in Companies are discovering that throughdriven by customer-centric digital platforms.the marketing organization. The integratedintegrated digital marketing platforms theyThis is a significant change of mindset from platform approach also demands a complexcan increase the signup rate for a loyaltyhow enterprises have functioned for decades. mix of skills across product groups,program by 10 percent, increase website leadExecutives should challenge their currentgeographies and functional areas that conversion by more than 100 percent, improvethinking that limits their world of possibilitiesmay be hard to come by. conversion on a major brand campaign by 33and prevents them from taking a leap in newpercent, or simply reduce the time it takes to Some companies are using a Center ofgenerate reports by a factor of 20.directions. A first step toward mindset change Excellence structure to leverage valuableand organizational readiness is to educate the By outsourcing content creation and skills most effectively and efficiently acrossorganization on the full capabilities and benefits management of technology and operations, the organization and optimally engineerintegrated digital platforms can provide.companies can focus on content quality the customer experience. while the outsourcing partner focuses onThe customer lifecycle spans a wide Outsourcing the management of integratedoptimizing operations. For example, oneorganizational berth from the time the digital platforms to an external provider islarge global consumer electronics enterprisecustomer is first introduced to the business, another organizational option; helping to outsourced its digital marketing platform,to a sales transaction to post-sales work across functional silos, provide hardcontent creation and content managementexperience. This can pose both skills and to find skills, and manage the complexity offunction. Rather than focusing on operations,governance challenges for using integrated the rapidly evolving digital world. Choosing athis enabled the global Web team to focus onplatforms. In many organizations there cloud environment managed by a technology the needs of the core business and monitoris no single entity responsible for the full and services provider may be the most directthe actual quality of the content, particularlycustomer experience as it spans marketing, path to delivering results. But it is important localized content for each region. As thesales, service, IT and more. While there is to consider a technology solution that is outsourcer focused on managing the centralno one right organizational approach to integrated, flexible and available in the content management it was able to creategovern the customer experience, cloud or on an as-a-service basis.consistency in operations, content and branding. In addition to optimizing operations, this process resulted in cost savings of as much as 30 percent in the first year. Most important, the integrated digital marketing platform enables organizations to offer highly relevant experiences to customers who are constantly adapting, taking on new devices, and evolving their needs. When structured and managed effectively these platforms provide a flexible, seamless foundation to present the most compelling content at each customer interaction, drive greater engagement and higher conversion rates, to generate significant business results. 7. To learn more about optimizing the digitalmarketing experience, contact:Anatoly Roytman Aseem ChandraAccenture Interactive Adobe, Vice President,Managing Director, Europe Product & Industry [email protected] Digital Marketing Business [email protected] 8. About Accenture InteractiveAccenture Interactive helps the worlds leading brands drive superior marketingperformance across the full multichannel customer experience. Working with over4,000 Accenture professionals dedicated to serving the marketing function, AccentureInteractive offers integrated, industrialized and industry-driven marketing solutionsand services across consulting, technology and outsourcing powered by analytics.Follow @AccentureSocial or visit accenture.com/interactive.About AccentureAccenture is a global management consulting, technology services and outsourcingcompany, with approximately 259,000 people serving clients in more than 120 countries.Combining unparalleled experience, comprehensive capabilities across all industries andbusiness functions, and extensive research on the worlds most successful companies,Accenture collaborates with clients to help them become high-performance businessesand governments. The company generated net revenues of US$27.9 billion for the fiscalyear ended Aug. 31, 2012. Its home page is www.accenture.com.About Adobe Systems IncorporatedAdobe is changing the world through digital experiences.For more information, visit www.adobe.com.About Adobe Marketing CloudNow theres a place that puts everything digital marketers need in one spot. Its calledthe Adobe Marketing Cloud. It includes a complete set of analytics, social, advertising,targeting and web experience management solutions and a real-time dashboardthat brings together everything marketers need to know about their campaigns.So marketers can get from data to insights to action, faster and smarter than ever.Copyright 2013 AccentureAll rights reserved.Accenture, its logo, andHigh Performance Deliveredare trademarks of Accenture.This document makes descriptive reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of suchtrademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks.Information regarding third-party products, services and organizations was obtained from publicly available sources, and Accenture cannot confirm the accuracy orreliability of such sources or information. Its inclusion does not imply an endorsement by or of any third party.The views and opinions in this article should not be viewed as professional advice with respect to your business.