As a result of having instant access to so much information, your visitors expect to see what they want instantaneously. If your website is confusing, unappealing, or doesn’t show your visitors the information they’re looking for, they will move on to another site that does. As a marketer, it is important to keep in mind the challenges your target audience is facing when you are creating content. But once you have the right content, how do you ensure it gets in front of the right person at the right time?
Experience marketing allows you to create a unique experience that is consistent across different channels, making your brand easier for your customers to connect with. You can set up campaigns, goals, events, and other metrics that allow you to track and measure your successes and failures, quantifying what works and what needs to be adjusted.
Sitecore can bring your marketing to the next level
Before understanding all of the possibilities of experience marketing, first, you have to understand what context marketing is. To keep it simple, context marketing is delivering the right content, to the right people, at the right time. In your effort to provide personalized and relevant marketing, you need the right tools. It’s possible that Sitecore is just the thing you are looking for to take your marketing efforts up to the next level.
Marketing in context of the customer's current and past history of interaction with your brand is the best way to deliver a personalized, relevant customer experience. So, how can Sitecore help you do that? The Sitecore Digital Marketing System (DMS) gives you the ability to deliver your content to any device, any channel, automatically, right when your customer data indicates readiness. When web content and customer intelligence is combined with omnichannel delivery, you can manage a completely contextual, entirely relevant customer experience.
Sitecore DMS Features
In order to determine what your visitors are doing and how much that is worth to your business, you need to set up some goals and events. A goal corresponds to an action taken by the visitor that suggests they are engaging with your site in a positive manner (like filling out a form to download a premium piece of content). Events correspond to actions taken by your visitors that may have a positive or negative impact on their engagement with your brand (like logging into a customer portal or unsubscribing from a newsletter). You assign engagement value points to score specific contact actions and behaviors, such as achieving a goal or visiting a page. We could say that Sitecore uses engagement-driven marketing.
Engagement value is the most significant innovation delivered by the Sitecore DMS. It provides marketers with a means of assessing the value of a visitor to the site when that visit does not include traditional conversion activity – a gap in the traditional understanding of web visit value. When a visitor views content scored by marketers as valuable, their engagement value increases. Likewise, when a visitor is performing actions that indicate negative sentiment (like unsubscribing or posting a negative review), their engagement value decreases. A key component of this approach is the creation of a customer journey map - a visualization of every touchpoint you have with your customers - and centrally managing those interactions with the goal of ensuring a personalized and relevant experience throughout the lifecycle of your relationship with them.
The DMS is useful to marketers in two ways: allowing a marketer to track, measure and optimize investments in all of their marketing channels, and leveraging all associated user data for more targeted, personalized, and effective communications. Much of the user data that can be used for personalization can be collected through the use of Sitecore’s Web Forms For Marketers (WFFM).
The Sitecore DMS can then track any visitor who uses the form to sign up, assign a value to them, and track their progression through the site, subsequently adding different values as the visitor takes more action. But not only that, site visitors can be segmented into predefined visitor profiles that are built dynamically as the visitor browses and interacts with the website, based on the content they view and the actions they take, which really enables us to use context marketing.
Another useful feature of the Sitecore DMS is its ability to provide real time analytics of site visitors. Once you have completed scoring of your conversions and the technical implementation of any non-page based goals, DMS allows you to analyze the exact value and relevancy of each visitor. This can be invaluable when you’re attempting to analyze the effectiveness of particular marketing campaigns or verticals.
One more important feature is A|B and Multivariate testing: by randomly serving different versions of an element of a site to visitors, marketers can easily test the effectiveness of a content element in convincing visitors to perform a desired action. By default, these tests evaluate content against the resulting engagement value of visitors.
What to look for in the future
In this series of blog posts, we dive deeper into each of the features we mentioned here, explaining how to:
- Use goals and events
- Track outcomes
- Use Web Forms for Marketers
- Discover Traits about Your Site Visitors
- Analyze data insights
- Apply personalization
- Optimize through testing
As businesses find themselves trying to remain relevant in today's competitive and connected world, customer experience management and context marketing have become critical to their success.
With the right tools in your toolbox, that success can be yours too.