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.
“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.”