Bob Egner's seen good digital experiences — and bad ones, too. Egner's the vice president of product management at Stockholm, Sweden-based EPiServer.

He's also a connected consumer. Egner tried to renew a PC security subscription once but failed to navigate the company's poor -- and confusing -- digital experience on his mobile phone. The price changed. Offers were inconsistent.

"When I took the experience forward, there were a number of places where I got derailed. What's the takeaway? Confusion and distrust equals goodbye," Egner said during a CMSWire webinar last week. You can watch the full webinar at the end of this story.

Digital marketers and organizations investing in digital experiences can avoid losing connected consumers like Egner by simply knowing their customers' preferred journeys -- and executing clear, consistent messages.

Avoid Tech Silos

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Egner and Luke Barton, client principal at Siteworx, hammered home this message during the CMSWire webinar, "Navigate the Quickly Evolving Marketing Technology Ecosystem."

Marketers must begin by sorting through the massive digital marketing ecosystem, Egner said. It's confusing to many, and rightfully so -- there's only, after all, 1,876 vendors to sort through.

Digital marketers grapple with owned media (web, email, mobile, eCommerce), paid media (organic search, paid search, display ad) and social media.

"Each one of those has its own life and own set of tools and technologies to make it work," Egner said.

Learning Opportunities

Avoid technology silos to make this work, he added. A social media monitoring tool might have a set of capabilities and an analytics tool.

"But it doesn't give you a good way to understand how that same visitor might be interacting in different channels," Egner said. "How you interact with your customers in all digital touch points is one of the real keys around the ecosystem" you need to unlock.

Be Customer Driven

Egner finds in most organizations that have technology silos, many run on channel-oriented engines. The budget allocation, talent distribution and marketing team energies are split by channel.

Successful teams, however, drive their technology and investment by customers. Egner suggested organizations focus on three key areas: improve customer experiences, streamline internal processes and introduce new business models to "create better digital interactions with your customers."

"It's most efficient when organization starting at the top can really shift the focus to the customer," Egner said. "What is that experience that is most important to the customer? Which kind of channel-switching might they go through? Thinking with the customer in mind first is the key to breaking down those technology silos."

Creative Commons Creative Commons Attribution-Share Alike 2.0 Generic License Title image by Sascha Musse.