It’s Time To Become Part of the

47% Scott Liewehr, President and Principal Analyst

@sliewehr | @just_clarity | #ektronsynergy

November 9, 2012

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Sunday

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Monday

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Tuesday

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Wednesday

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Thursday

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Friday

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Saturday

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Sunday

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Monday - Tuesday

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Wednesday

Neighbor’s car

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Thursday  morning  pic  

Thursday

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Friday

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Three Synergy 2012 themes

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1. Customer experience is where it’s at

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2. Mobile, mobile, mobile

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3. Ektron loves developers…

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…and worships marketers

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Customer Experience

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A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company…

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Ektron introduces DXM

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Great, another acronym…

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Evolution of WCM

Ektron CMS100 offers a cost-effective Web content management application for Web sites...allowing anytime, anywhere publishing. Business users are empowered to update the Web pages that are assigned to them. No knowledge of HTML is necessary. It is designed for ease of use by nontechnical business users who create content, allowing site administrators to control all aspects of the system, including the look and feel and user privileges. CMS100 v2.1, Circa 2002

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From this…

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…and this…

Ektron Digital Experience Management enables companies to acquire more customers and deliver consistent, relevant content across all digital channels in a way that can be measured and optimized to achieve business results.

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…to this

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…and this…

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What experience you trying to create?

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Mobile is not just another channel

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What makes mobile different?

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§ Screen size § Interaction patterns § Dynamic context -­‐  Tom  Wentworth,  Marketer  Strategist  Extraordinaire,  Ektron  

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“The mobile shift marks an evolutionary leap to the era of

ubiquitous computing.” -­‐  Tim  Walters,  Principal  Analyst,  Digital  Clarity  Group  

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Single Channel

Multi-Channel Cross-Channel

De-Channeled

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“As we enter the era of ubiquitous computing,

winning brands will offer transparently de-channeled

customer experiences.” -­‐  Tim  Walters,  Principal  Analyst,  Digital  Clarity  Group  

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WEM and CEM / CXM are complex

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New capabilities

All  the  new  bells  /  whistles  

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Source:  hOp://beinecke.library.yale.edu/dl_crosscollex/brbldl/  

IT is the Tom Sawyer of WCM

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Not everyone has learned the tricks

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After all, it’s all about content, right?

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Hence, Hubspot makes sense…

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Let’s talk about engagement…

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“Engagement occurs when a consumer interacts with a brand, and elects to invest in it physically, financially or emotionally.” -­‐  ScoO  Liewehr,  Principal  Analyst,  Digital  Clarity  Group  

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Most valued currency on the web

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Brands that view the consumer empowerment phenomenon as an opportunity will win.

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6 things brand must do…

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1. Be open

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2. Be a good listener

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3. Be prepared

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4. Be knowledgeable

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5. Be consistent

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6. Be relevant

Digital  Engagement:  Puzzling,  Isn’t  It?  §  Multiple variables §  Nearly infinite combinations §  Handful of solutions §  Practice makes perfect §  Proven techniques exist

Engagement is complex

Individual by nature

Sources of complexity:

Understanding where your audience is on the engagement journey is a critical business asset

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Cumulative effect

Sources of complexity:

“The biggest risk to engagement is the failure of a single interaction.”

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Enabled by technology

Sources of complexity:

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But, a trail has been blazed

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But, I’m B2B, so it doesn’t apply

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The bar is set high…

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…but you have all the tools you need

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“With great power comes great responsibility.”

Thank you

Scott Liewehr | @sliewehr sliewehr@digitalclaritygroup.com

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