When we caught up with Kentico last month to discuss how the Web experience management vendor is handling personalization, we learned that it bakes digital marketing into its system’s core through Kentico CMS 7 in its Enterprise Marketing Solution.
Knowing the Digitally Savvy Customer
What is Kentico finding today? Customers who are savvy, constantly comparing digital marketing messages with their in-store experiences, and walking out of your virtual door when promises aren’t kept.
“Customers like the convenience of shopping online via mobile devices, but they still want as much of an in-store experience as possible,” Petr Palas, founder and CEO of Czech Republic-based Kentico Software, told CMSWire in an interview this week. “This means marketers who want to be successful in the future need to build strong skills in both analog and digital marketing and know how to integrate them into one smooth experience."
What can digital marketers do about it?
Kentico leaders and industry strategists will be discussing this in a new marketing track (in addition to a technology and partner one) during its fourth Kentico Connection in Burlington, MA, next week, and we’ll be there monitoring the conversation. (Check out our tweets from @cmswire with the conference hashtag #KenticoConnection).
This week, we caught up for a Q&A with Palas, the leader of the now nine-year-old organization:
Overall, what are the challenges you are seeing in the industry from the voices of stakeholders?
More than ever, successful marketers and developers are required to deliver a customer-centric, context-aware experience that’s consistent across all channels while delivering fast, measurable results against shrinking budgets. Essentially, we consistently hear from customers and partners that they have to do a lot more with a lot less.
What are some highlights/tidbits from your upcoming keynote?
I spend a lot of time talking with customers, partners and analysts. This becomes input into our normal planning process where we fine-tune our product strategy and long term vision. With the tremendous changes in the industry and our explosive growth, my keynote will focus on Kentico’s mission to democratize digital marketing. Among the topics I will focus on include how we will address the tremendous challenges we see in the market by providing our customers and partners with the next generation of our Integrated Marketing Solution.
If there is one takeaway you'd like conference attendees to come away with next week, what would it be?
We want attendees to walk away armed not just with the latest technical knowledge and skills, but with unique insights and proven ideas from a number of digital marketing experts. This way, they’re going back to their organizations teeming with the excitement, inspiration and know-how they need to take their marketing to the next level.
How is this particular space emerging in terms of trends, forecasts and general changes in the way folks operate in their businesses today?
The biggest change is how our real and digital lives have become one with the ubiquity of mobile, cloud, social and big data. That has an immense impact on how businesses communicate with customers and how customers make their purchase decisions. When a customer comes to your store, they already did their research and know what they want. They can easily compare your digital communication with their in-store experience, and if they find inconsistencies or do not feel comfortable, you will lose them.
Hang with CMSWire at #KenticoConnection, we're sure there'll be interesting insights and practices to pass on.