Engaging consumers through digital experiences

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  • Engaging Consumers through Digital Experiences

    Jorge Teyssandier,

    VP Technology

    Julio De Salvo, Technical Director

    Javier Scher, Technical Director

    Sebastin Gesualdo, Technical Director

    Mariano DAgostino,

    Drupal Architect

    Juan Casanova, Technical Director

    Delfina Casal, Digital

    Marketing Practice Lead

    Agustn Baretto, Product Manager

  • Companies engage with technology voracious users, customers, employees, partners who have high expectations.

    Todays challenge

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    Users demand more personalized experiences.They want to create an emotional tie with brands, which in turn increases loyalty.

  • NEEDS TO ADAPTNEEDS TO TRANSFORM ITS BUSINESSNEEDS TO CREATE NEW AND SMART JOURNEYS FOR USERS

    The Opportunity

    Every company in the world...

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  • How can Manolo target their experience to millennials during summer holidays?

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  • Globant is a digitally native technology services company

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    We dream and build digital journeys that matter to millions of users, a pure play on emerging technologies.

    We are the place where innovation, design, and engineering meet scale.

    We deliver value by leveraging global talent from development centers in North America, Latin America, and Asia.

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    Smart Digital Journey Engine

    Store Mobile App Website Wearable Device Ecommerce

    big data fast data

    Services over Platforms

    Consumer ExperienceCognitive Computing

    Creating a Digital Journey

    CMS digital marketing

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    Do you remember?

    1996

    Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.

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    CONTENT IS KINGX

  • DIGITAL CONTENT MARKETING...or bringing content to the right level...

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  • SeamlessOmnichannelExperience

    Context

    ContextContent

    Consistency

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  • PERSONALIZATION

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    http://www.youtube.com/watch?v=7bXJ_obaiYQ

  • PERSONALIZATIONis the use of data to deliver a relevant and engaging experience to a customer across channels and devices (even in B2B).

    GOAL: Become an organization your customer trust.

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  • what do marketers say?

    68% marketers plan to use more personalization.

    ROI of Personalized Marketing Campaigns According to US Marketers, March 2011% of respondents

    45%: Would be better with more relevant data.34%: Highly effective & measurable ROI.14%: Better response rate than mass-market.7%: Response has been marginal.

    PERSONALIZATIONwhat do customers say?

    Consumers appreciate customized recommendations...but they put off by:superficial recommendation: they only know my name.negative recommendations: products I dont care, products Ive refused or sensitive for me.

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  • OPTIMIZATIONUnderstand how your content is performing in real time and promote the best content.

    PROBLEMS

    Slow time to market to identify best performing content.Inability to promote information sharing because because of organization skills.Struggle to correct course once low performing course is identified.

    GOALS

    Serve most relevant content first.Proactively author content based on trends.Leverage analytics capabilities when authoring content.

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  • KEY TAKEAWAYSShorten the cycle of iterations (aka be agile).

    Close the feedback loop.

    Empower people with great technology.

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  • Digital Marketing

  • The promotion of products or brands via one or more forms of targeted and measurable electronicmedia & technology.

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  • AWARENESS

    Strangers

    CONSIDERATION

    Visitors

    EVALUATION

    Leads

    PURCHASE

    Customers

    LOYALTY

    Advocates

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    Marketing Funnel Model

  • SOCIAL MEDIA

    SEARCH ENGINE OPTIMIZATION

    CONTENT CREATION

    DIGITAL ADVERTISING

    SOCIAL APPS &CUSTOM SOLUTIONS

    EMAIL MARKETING

    ANALYTICS & POST-CLICK ANALYSIS

    Digital Marketing Activities

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  • AWARENESS

    Strangers

    CONSIDERATIONVisitors

    EVALUATIONLeads

    PURCHASECustomers

    LOYALTYAdvocates

    SEO

    Social Media

    Content Creation

    Digital Advertising

    Email Marketing

    Social Apps + Custom Solutions

    Activities + Strategies

  • Goals

    Objective

    Strategy

    Tactic

    What is a Digital Marketing Strategy

    S - SpecificM - MeasurableA -AttainableR - RelevantT - Time- Bound

  • Let's create a DM Strategy for Manolo:

    1. Explore the situation2. Define objective3. Define the strategy4. Implement

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  • 1. Explore the situation

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  • Millennials

    connected

    carpe diem

    sharing and participation

    experiencesnot posessions

    online transactions

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  • Objective

    Strategy

    Tactics

    Increase sales by X% among millennials during Summer Vacations

    2. Define goals

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  • Increase sales among millennials during Summer Vacations

    Based on offering relevant experiences

    Objective

    Strategy

    Tactics

    3. Define strategy

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  • Increase sales among millennials during Summer Vacations

    Based on offering relevant experiences

    cha cha channn...

    Objective

    Strategy

    Tactics

    4. Implement

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  • Focus on Mobile & Social

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  • AWARENESS

    Strangers

    CONSIDERATION

    Visitors

    EVALUATION

    Leads

    PURCHASE

    Customers

    LOYALTY

    Advocates

    Marketing Funnel

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  • e-Commerce for Deliveries

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  • AWARENESS

    Strangers

    CONSIDERATION

    Visitors

    EVALUATION

    Leads

    PURCHASE

    Customers

    LOYALTY

    Advocates

    Marketing Funnel

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  • Crowdsourcing & Fun

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  • AWARENESS

    Strangers

    CONSIDERATION

    Visitors

    EVALUATION

    Leads

    PURCHASE

    Customers

    LOYALTY

    Advocates

    Marketing Funnel

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  • Time-based coupons Globant Proprietary | Confidential Information

  • AWARENESS

    Strangers

    CONSIDERATION

    Visitors

    EVALUATION

    Leads

    PURCHASE

    Customers

    LOYALTY

    Advocates

    Marketing Funnel

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  • Weather Targeted Ads

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  • AWARENESS

    Strangers

    CONSIDERATION

    Visitors

    EVALUATION

    Leads

    PURCHASE

    Customers

    LOYALTY

    Advocates

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    Marketing Funnel

  • Web Experience Management

  • Digital journeys through seamless experience

    content delivery

    content aggregation

    content creation

    web feed push email ads

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    Content & Digital Journey

  • Digital journeys through seamless experience

    content delivery

    content aggregation

    content creation

    web feed push email tracking & analytics

    reco & perso, mktg automlocation time history interests social

    ads

    Globant Proprietary | Confidential Information

    Content & Digital Journey

  • Digital journeys through seamless experience

    content delivery

    content aggregation

    content creation

    web feed push email tracking & analytics

    reco & perso, mktg automlocation time history interests social

    ads

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    Content & Digital Journey

  • The early years - 90sThe age of static pages

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