Digital Marketing Channels and CMS400.NET

1
Digital Marketing Channels and CMS400.NET

• Steven Sherkanowski
• Vice President of Marketing, Ektron

2
Agenda

• Where we have been?
• Where we are going?
• What we have seen?
• What now?

3
Marketing in the past

• Mass Print and Broadcast Media

4
Changing our approach

• Gone are the door-to-door sales
• Face-to-face meetings are being replaced by
  webcasts
• Direct mail shifts
• Telemarketing
• Evolving from television and mass-media
  advertising
• Getting the right message to the right
  personright time

5
Finding your center of influence and balance

• Multiple channels
• Optimize Marketing Strategies (defining your mix)
• Achieve Maximum Density
• Web is becoming the center of influence for all
  channels

6
Finding your center of influence and balance

• What are the obstacles to making it happen
• Information silos
• Both online and offline
• Getting information from one channel seamlessly
  to the next
• Localizing information
• Multiple contributors
• Old vs. New
• Technical limitations
• Budget

7
Today Marketing is a Complex Eco-system

• You need technology that supports all channels

8
More than Messaging

• Each marketing channel is now a client services
  tool
• Enhance your customer experiences
• Online Self Help
• Customer information from one channel available
  on the next
• You need to sell where and how the customer
  expects
• Facilitate transactions
• Commerce aligns with content
• Driven by Search and Taxonomy
• Encourage and enable community
• Social media

9
Get on the bus or get run over

• You dont control the message anymore
• User generated content - Wikis
• Message boards
• Product reviews
• Let your loyal customer community come to your
  rescue

10
What channels are working for YOU?

• Social Media
• Web 2.0 (Blogs, forums, Mash-ups)
• Paid search (suggested results on your site
  analysis can help align)
• Organic search (SEO how will people find you on
  the Web)
• Networking (word of mouth marketing You Tube,
  Facebook etc)
• E-mail, newsletters, banners, etc
• Surveys, customer feedback polls
• Print (combines these principles)
• Direct mail
• Microsites landing pages
• Intranet (internal marketing)
• Two-way marketing communication
• Word of Mouth (viral marketing)

11
Carpe Diem

• As marketing channels become more refined and
  analytics more powerful marketers can cost
  effectively build targeted mind share.

• Know your audience
• Define your goals
• Technology frameworks that integrate multiple
  systems
• Flexibility to adapt to changing marketing
  channels and consumer demand
• Make it happen

12
Invest in Your Future

• Marketing technology investments save marketing
  dollars
• Marketing initiatives can be difficult to fund in
  the best of times
• Innovation and competitive advantage
• do more with less
• Usability drives adoption
• Shift of marketing budgets toward digital media
• Eyeballs are precious - Targeted interaction to
  customers reaching out

13
Versions 7.6 and 8.0 Make it Possible
14
Make Sure They Can Find You.

• and, keep coming back.
• SEO
• Subscriptions/Web Alerts
• RSS
• Search with Suggested Results
• URL Aliasing
• Threaded Discussions
• Social Networking Communities
• Personalized content and product offerings

15
Not Just Content Management

• Ektron CSM400.NET drives your marketing
  initiatives
• Community
• SEO (metadata, URL aliasing, blogging, etc)
• Campaigns
• Lead Generation
• Commerce
• Crossing boundaries (Web, Phone, Flash, etc)

16
eSync Harnesses the Power of Information

• Marketers dont need to know how, but they do
  need to know that their CMS can manage
• UGC
• Globalized sites
• Server Farms
• Failover systems
• Micro-sites.

17
Analytics The glue that ties it all together

• Data is the key to effective marketing
• eCommerce
• Anonymous personalization
• Cookie, etc.
• Ad-Campaign Management
• a/b testing

18
Give Them What They Want

• With Ektron your Web presence can be
• Personalized
• Interactive
• Relevant
• Findable
• Rich
• Social
• Informative
• Helpful

19
Questions

• Thank You