Posts tagged "web experience management"

The Korean Digital Revolution is Underway

Adobe Systems Korea and Asiance have come together in a partnership to provide digital marketing business skills and consulting to the fast-expanding Korean market. Asiance is a digital agency that provides integrated digital strategy including online brand communications, digital engagement and commerce to help its clients more effectively engage today’s connected consumers. It is the first digital agency to announce a partnership with Adobe in Korea, and will deliver consulting and solutions across digital channels, focusing on responsive web development. The partnership will help more clients access solutions that deliver optimized consumer experiences across Web, social, e-commerce and mobile with Adobe Marketing Cloud at the heart of its offering, including Adobe Experience Manager, coupled with Asiance consulting and design expertise.

As devices and consumer behaviors are changing so quickly, it has become a real challenge to make sure customers are having an optimal experience. With Adobe Marketing Cloud and Asiance’s digital capabilities, clients are offered a customized web experience together with added analytical edge to measure, refine, and optimize.

The ability to optimize content is at the core of how a marketer provides customers with relevant, engaging experiences whenever and wherever they connect with a brand.  The partnership between Adobe Korea and Asiance reflects how important it is for a digital agency to be able to deliver an innovative and holistic solution. The partnership is going to help more Korean marketers move at the speed of digital to deliver the best possible experience to their customers.

5 Biggest Mistakes In Digital Revamps

Siva Ganeshanandan, Director, Adobe Marketing Cloud, APAC – LinkedIn, @sivagatwork

Siva's BioI had recently held a webinar session where I shared the 5 biggest mistakes companies make when they revamp their content management platforms. For those of you who have missed out on the webinar (or even for those who attended), here is a brief summary of what was discussed:

 

1)      Forgetting about Interdependencies

The first one is actually a combination of 3 similar mistakes people make, that I have grouped together. The first one is spending too much on technology and not enough on people, skill or allowing enough time.  The Ying to that mistake’s Yang, is companies that don’t spend anywhere near what they should on technology, and expect developers and services to make up for it.  The third of these is when designers have no sense of how the Content Management platform works, or developers of things like template on the system have no idea what the design is/will be.

What does it look like when it’s happening? Well, the first symptom based on the lack of investment in time & skills, is that what you saw in the demo and what you get are wildly different. If the balance has gone too far the other way, and you haven’t bought a robust enough platform,  every time you want something change, it requires new development. When this happens – you know you’ve made this mistake. If you hear anyone in the team say ‘that design is not supported’, or if small design changes cause a lot of development effort, you know you have made mistake number 1.

What can go wrong?  You have a great tool but it’s not going anywhere and you’re not getting a return on our investment.  You might have initially gone for lower cost solution, but years down the line you end up spending more than if you bought the premium product at the beginning due to development cost. In addition, you get an unmanaged part of customer experience where your design is compromised as well as usability.  Businesses units start rolling out lots of little sites, hosted elsewhere, because your platform slows them down.  What’s wrong with that ?  The biggest challenges are around customer experience consistency, gaps in marketing data and unnecessary cost.

How do you avoid it? Scope out the market and understand which solutions are best suited to you. The platform that you have is important to your business like it never has been before.  Look again about the business case.  Invest more technology, in the people and  skills and don’t forget to include the agency and design right from the start.

 

2)      Mobile

A lot of companies recognise that Mobile is important but have built mobile and ‘web’ sites independently from each other.

What does it look like when it’s happening? You end up having different projects for the mobile site and vendors for mobile apps which end up working in silos. When we think about mobile, most people think of responsive design however this is not enough as there needs to be more thought on mobile user’s situation – what are the majority of people doing on their mobile vs laptop vs tablet etc.

What can go wrong? Customers end up having a bad mobile experience which leads to missed opportunities and low conversion rates. Mobile traffic in the digital space is growing tremendously and companies need to get it right in order to capitalise on it. In addition, if you happen to have built your mobile and website separately, it can mean double the cost of maintenance as well as black spots in your marketing intelligence as you will have two sets of data that are not unified.

How do you avoid it? Have a workflow that automates mobile friendly content. Go beyond just responsive design and think about customer usage and situation.

 

3)      Data

Lots of revamps tend to happen without enough data to back up decisions. This mean there is a poor understanding of customer attitudes and a lack of knowledge of the customer behaviour. Companies are then in dark, not knowing what content is important to their customers and what isn’t.

What does it look like when it’s happening? Many decisions are based overly on design or gut feeling. This on its own is not good enough; basing a revamp purely on design will not allow you to know what content to migrate to your sites. Do not just let the HiPPO (Highest Paid Person Opinion) make a lot of decisions, gather and understand your  data and facts to base your decision on.

What can go wrong? You end up with a pretty site that looks nice but is not what your customer want or need. This might initially lead to positive reviews but followed by flat or lower engagement and conversion. In the end you have wasted effort and useless content that don’t resonate with your customers.

How do you avoid it? The main key is to understand the customer through multiple sources of data – behaviour, attitudes, how they interact with your content and services.  This includes running A/B and MVT tests on relevant experience that you currently have or are considering as part of the revamp.  It is straightforward, very powerful to understand your content effectiveness – which content is making your customers convert (see webinar).

Screen Shot 2013-09-26 at 11 48 53 AM

 

4)      Usability for Your Users

Companies expect users to bend their business to the requirement of the system – this is frankly, not going to happen. Furthermore users might find it painful to manoeuvre through your web properties which in turn mean they end up having a bad user experience. Another thing is not considering the agency’s role in the experience production cycle.

What does it look like when it’s happening? When describing how to use the system, it requires you and the team to do things differently – log into multiple screens, change processes.  If you only see only IT people gather all the requirements, it’s time to stop and think about who else can be involved in the project and decision making.

What can go wrong? One of the most common things that we see is that content doesn’t get managed which leads to stale content and spiralling agency cost for simple tasks. Another challenge you might get is that non content owners are writing the content which again leads to bland content.

How do you avoid it? Spend time to understand and document the workflow including: content production, approvals, agency, developer, digital assets and apps. Make the experience as seamless as possible, remove every intermediate step that is not necessary. In addition, invest in SSO (Single Sign On), in Custom e-mails for approvals, in Automated Translation Workflows and in Wizards and Forms that help the user. The rule of thumb is keep going until building it in the platform is easier than writing a work document to get someone else to buy it.

 

5)      Personalisation

This is really about companies that think one size fits all. You end up having an experience that is not personalised to the customer or personalised in one dimension.

What does it look like when it’s happening? When there is no data discussed during any of the design decisions, there will be no personalisation as there are no facts on customer behaviour etc.  Then, when you require personalisation, there is a requirement to do development for any targeting.

If you are told there is a release cycle for segments takes a long time, there is no talk of offline data and there is no link to advertising – this is a problem. Most technologies today should be able to provide you with such requests.

What can go wrong? You might lose marketing share/high support volumes or by a slow decline, where it will take you longer to release it has gone wrong.  Your competitors are already doing personalisation and you are missing out on converting customers.

How can you avoid it? First thing is to get the data, this includes offline data and advertising performance data.  Then consolidate the audience persona.  You need to understand your customer in order to better inform your marketing efforts and enable better servicing of your customer. Second is to think about customer segments and designing content for each segment/persona. Lastly, don’t forget about advertising – audience management is a well-established to drive better targeting of ads – it’s a simple step to bring that capability to your owned media.  However, it’s something that is only just being started to be done.

 

This is just a brief summary of what was covered; to find out more on what was discussed (including a bonus mistake) listen to the webinar and download the presentation via the links below:

Click here to listen to the recorded webinar.

Click here to download the presentation slides.

Click here to download the Forrester Wave Report & other Whitepapers.

 

Join us at our next webinar, ‘Measuring the Success of Your Mobile Sites and Apps’ taking place on 10th Oct. Click here to register now!

Great Eastern – Embracing a Healthy Digital Future

Great Eastern, headquartered in Singapore and the oldest and most-established life insurance group in Southeast Asia, was the first company in the world to implement all five digital marketing solutions in one agreement, rolling out Adobe Analytics, Adobe Target, Adobe Experience Manager including Scene7, Adobe Media Optimizer, and Adobe Social. Adobe Marketing Cloud has become the technology platform that is powering a transformational strategy that redefines standards in customer engagement and service.

Watch Christopher Wei, Group CEO of Great Eastern Holdings Limited talk about how Great Eastern is embracing the digital future with Adobe Marketing Cloud:

Adobe Positioned as Leaders for Web Content Management in Gartner report

Paula Parkes, Head of Marketing, Adobe Marketing Cloud, APAC – LinkedIn @Keywebird

23cf90cIn a recently published Gartner report, ‘Magic Quadrant for Web Content Management’, Adobe is positioned furthest up and to the right in the Leaders Quadrant.  The Gartner report highlights the dynamic and rapidly growing nature of the web content management market and positions Adobe as a leader. Download your complimentary copy of the report here.

In this digital age, Web content management (WCM) plays an increasingly important role in business performance. The days of simple web publishing are long gone; organizations now require a range of digital marketing capabilities for delivering the ultimate customer experience. It has become the central point of coordination for initiatives involving enterprise’s online presence, and has become integral for organisations looking to optimise their online channels in areas such as customer experience, e-commerce, digital marketing, multichannel marketing and website consolidation.

The Gartner results validates Adobe’s journey from content management to a new phase of marketing-driven experience management.  We see many Adobe customers across APAC making this shift and recognizing the importance of WCM in the current climate of digital disruption. Companies such as Malaysian Airlines, Great Eastern, University of Auckland, Lenovo, Korea Telecom and Fairfax NZ, to name a few, have partnered with Adobe to create, manage and deliver personalised online experiences.

Loni Stark, Director of Product, Solution & industry Marketing has highlighted three things all organisations must consider as they use WCM:

1)      You need the best solutions to propel you forward in the crowded and noisy digital space.

2)      It’s all about mobile, which is becoming the preferred interface for consumers.

3)      Timing is everything; brands need to deliver an amazing and personalised customer experience in the last millisecond.

Read Loni’s blog here.

You can also read the full press release here.

어도비, 2013년도 가트너 매직 쿼드런트 ‘웹 컨텐츠 관리(Web Content Management)’ 부문 리더로 선정

 Kisoo Jung, Group Marketing Manager, Adobe Korea

0ffaae8어도비는2013년에 새롭게 발표된 가트너 “웹 컨텐츠관리 부문의 매직 쿼드런트” 보고서에서 기업의 실행능력평가와 비전 완성도 부분에서 최고 등급을 받았습니다. 관련 산업이 시장 및 시장 경영자에게 급속하게 중요해지고 있으므로 해당 선정은 아주 뜻 깊습니다. 자사의 모든 직원들이 한 마음으로 추구하고 있는 목표이기도 합니다.

또한, 자사는 이 기회를 통해 고객들에게 보다 우수한 제품을 제공하고, 지속적인 혁신을 이루어야 한다는 책임감을 가지고, 웹 컨텐츠 관리의 발전을 위해 노력할 것입니다.

해당 보고서(보고서 보기)를 통해 보다 자세한 내용을 살펴보시기 바랍니다.

오늘날 모든 사람들이 급진적으로 발전하는 최신 핸드폰과 태블릿 및 노트북에 빠져들고 있는 동안, 웹 컨텐츠 관리(Web content management)는 이러한 상품을 더 유용하고 즐겁게 사용할 수 있는 디지털 경험을 가능하게 했습니다. 자사가 제공하고 있는 어도비 익스피리언스 매니저(Adobe Experience Manager)는 SAP, 유니크레디트(Unicredit), 필립스(Philips),  트레블로시티(Travelocity), 리버티 글로벌(Liberty Global), GM(General Motors) 그리고  시저엔터테인먼트(Caesars Entertainment) 등과 같은 글로벌 브랜드들이 사용하고 있습니다.

이러한 측면에서 기업의 디지털 브랜드 가치를 강화하고, 판매를 촉진하기 위해 기업이 반드시 고려해야 할 세 가지를 강조하고 싶습니다.

 

우수한것으로는충분하지않습니다. 최고가되어야합니다.

무한한 디지털 세계에서 눈에 띄는 것은 점점 힘들어지고 있다는 사실은 부정할 수 없는 사실입니다. 새로운 홈페이지 및 컨텐츠가 매일 매일 개발되고 있고, 정보들이 넘쳐납니다.

초기에는 웹사이트가 훌륭하지 않았더라도 별다른 문제가 되지 않았습니다. 웹 사이트의 개발은 어려웠기 때문에 다수의 기업들은 웹 사이트를 구축할 수 있는 능력을 보유하지 않았으며 그 결과 전반적인 수익 혹은 브랜드 인지도에 큰 영향력을 미칠 수 없었습니다. 온라인에서 활동하는 사람들이 얼리 어답터(early adaptor)였기 때문이기도 한데, 이러한 상황은 바뀌었습니다.

우리가 처음 웹 사이트들을 방문했을 때만해도 우리는 제품에 대한 정보와 뉴스를 온라인으로 얻기 위한 목적이었습니다. 그러나, 이제 디지털 기기들은 우리의 분신과도 같습니다. 우리는 언제 어디서에나 이러한 기기들을 갖고 다닙니다. 때로, 저는 제 배우자보다 스마트폰과 더 많은 장소에서 함께 합니다.

컨텐츠의 광범위한 선택권으로 인해 뛰어난 디지털 경험을 제공하는 것은 그 어느 때보다 중요해졌습니다. 이제 웹은 동네 야구대회 수준이 아니라 월드시리즈 규모이기 때문이며 무한한 선택이 가능하기 때문입니다..

75년 이전에 창립한 미국 시저엔터테인먼트(Caesars Entertainment)는 90억 달러 이상의 매출을 기록하고 있고, 다수의 국가에서 53개의 카지노 휴양지를 운영 및 관리하고 있습니다. 매년 방문자수의 증가세가 주춤해지면서 시저엔터테인먼트는 온라인 이용자들을 오프라인 고객으로 전환시킬 수 있는 강력하고 개인화된 디지털 경험을 제공할 필요가 있다는 것을 인지했습니다. 시저엔터테인먼트의 최적화된 사이트 덕에 오프라인 고객으로의 전환율이 70% 이상을 보이고 있으며, 로열티 프로그램 가입자는 10% 늘었습니다.

고객에게 관련성 높은 개인화된 디지털 경험을 제공하는 것이 갈수록 중요해지고 있습니다. 관련성은 민첩성을 요구합니다. 어도비 크리에티브 클라우드(Adobe Creative Cloud)를 통해 제작된 크리에이티브 콘텐츠들은 어도비 익스피리언스 매니저 및 어도비 마케팅 클라우드(Adobe Marketing Cloud)를 통해 더욱 강력한 경험으로 고객에게 전달됩니다. 이러한 과정은 간단하고, 신속하며, 강력하고, 완전하게 진행됩니다.

 

휴대폰의활용을최우선적으로!

메리 미커(Mary Meeker)가 2013년에 공개한 인터넷 트렌드(Internet Trends)보고서를 보면 모바일 사용자의 급격한 증가를 알 수 있습니다. 전 세계적으로 가입자가 15억 여 명에 이르며, 연 성장률은 30%에 달합니다. 모바일은 지금 가장 성장세가 높은 분야이지만, 이는 큰 그림의 일부분에 불과합니다. 모바일 시장의 성장은 디지털 컨텐츠의 사용이 보다 광범위해지고 있음을 의미합니다. 우리는 이미 이러한 현상을 착용할 수 있는 컴퓨터 및 매장 내 평판스크린의 개발을  통해 목격하고 있습니다.

오직 특정한 기기의 개발에 투자할 경우에 해당 장치가 얼마 동안 유지될 것이라고 여기십니까?

제가 얘기를 나눠 본 많은 기업들은 특정 기기만을 위한 개발은 오래 유지되기 어렵다는 것을  이미 인지하고 있습니다. 어도비 익스피리언스 매니저(Experience Manager)는 핸드폰 및 다채널(omnichannel) 애플리케이션 개발을 위한 콘텐츠 허브입니다. 어도비 폰갭(PhoneGap) 및 어도비 디지털 퍼블리싱스위트(Digital Publishing Suite)을 통해 개발된 모바일 애플리케이션들은 보다 풍부한 휴대폰 및 태블릿 경험을 제공할 수 있으며, 어도비 익스피리언스 매니저를 이용하면, 모든 다른 기기나 플랫폼에서도 콘텐츠가 동시에, 상시 업데이트될 수 있도록 관리할 수 있습니다. 예를 들어서 600만 명 이상의 고객을 보유하고 있는 퍼스트에너지(FirstEnergy)는 폰갭(PhoneGap)을 사용해 어도비 익스피리언스 매니저와 연결되는 핸드폰 애플리케이션을 개발합니다.

 

타이밍은모든것을결정합니다.

오프라인 거래가 중심적이었던 시대에는 장소가 중요했습니다. 그러나 디지털 시대에는 타이밍이 핵심입니다.

고객들이 어떠한 요소에 흥미를 느끼는지를 먼저 포착하고 이를 누구보다 먼저 고객에게 전달하는 것. 고객들이 구매를 원하거나 소통하고자 할 때, 고객이 지닌 바로 그 기기를 통해 정보를 제공하는 것. 고객의 마음을 읽고, 개인이나 특정 커뮤니티의 니즈를 파악해 반응하는 것. 이 모든 것은 바로 타이밍이 좌우합니다.

어도비 익스피리언스 매니저는 어도비 마케팅 클라우드의 다른 솔루션과 마찬가지로 온라인 상에서 기업의 고객이 있는 곳 어디에서나, 기업이 원하는 메시지를 강력하게 전달할 수 있도록 돕습니다.

사람들은 요즘 오프라인보다 온라인의 접점을 더 많이 찾아가고 있습니다. 당신의 디지털 자산들은 당신의 브랜드을 잘 표현하고 있습니까? 당신은 온라인 상에서 고객들과 어떻게 소통하고 있습니까? 그리고, 당신은 지속적인 성장을 위해 경쟁적 우위를 구축하고 있습니까?

당신이 아직 이러한 일련의 조치를 취하지 않거나, 이에 대해 확신이 없거나, 이를 위해 조직의 이점을 최대한 활용하고 있지 않습니까? 그렇다면, 가트너 리포트(Gartner’s report)는 당신이  통찰력을 얻는데 좋은 출발점이 될 것입니다.

가트너 조사 보고서에 소개 특정 업체나 제품 혹은 서비스를 지지하거나, 높은 순위의 업체만을 특별히 권장하지 않는다. 가트너 조사 발행물은 가트너 조사 기관의 견해들로 구성되어 있고, 절대적인 사실적 진술로 해석되어선 된다. 가트너 상품성이나 특정 목적에 대한 적합성의 보증을 포함하여 이번 조사와 관련해 명시적이든 묵시적이든 책임을 지지 않을 것입니다.