FIGARODIGITAL.CO.UK
CASE STUDIES IN BRIEF
“Consumers became scared,” says -
HomeAway.com -
HomeAway.com is an online marketplace for vacation rentals, with sites representing nearly 1.1 million paid listings across 190 countries. They use Jahia’s Digital Experience Manager to manage content and user experience across their sites. Digital Experience editing interface that evolves as HomeAway creates, launches and integrates additional sites. There is a dedicated area in Digital Experience Manager to set unique feel and experience in their own language.
Cochrane. “They lost trust in governments and brands. They started to close their wallets. For the marketing industry, this was a big problem. Suddenly we needed to re- establish trust, engage consumers demand.” It was at this point, says Cochrane, that CMOs realised their role was no longer restricted to brand marketing. They needed to take responsibility for driving “pipeline and revenue. This was the dawn of everything we are trying to leverage today, from email to social media and beyond.” With the web management
industry feeling the full impact of disruption, “It became about the web experience. Content wasn’t king anymore - context was king. It was about breaking through all the channel barriers. It wasn’t just about publishing content to the web. You needed to execute multi-channel campaigns that connected with consumers on their smartphones and on social media.”
- Ascenus -
Ascensus College Savings is a leading administrator of 529 plans dedicated to meeting the needs of families saving for college across the country. Jahia’s variety of service models that range from record- keeping and administration to full-service program management. Collectively, these sites experience approximately 70,000 unique visitors each month.
In order to better engage individuals and communities, brands and marketers sifted through the deluge of newly available data. Applications like Apache’s Hadoop, says Cochrane, enabled them to do this in real-time, while systems such as Nest brought digital technology into the centre of the modern home. However, data on its own is a
neutral commodity. It is only powerful when it is applied and, in 2015, millions of users discovered just how powerful the information they had surrendered cyber-attacks marked a new and unwelcome form of digital disruption.
Privacy on parade “Marketers were collecting all this data
- this treasure trove of information - and criminals realised that they could steal that and monetise it,” says Cochrane. “Consumers discovered their digital life was as real as their physical life, and that it wasn’t necessarily safe and protected.” Every online interaction adds another brushstroke to the image that comprises our digital identity. (It’s interesting, notes Cochrane, to think of this data-derived picture as existing within the ‘uncanny valley’ – that eerie zone of aesthetic perception where things appear almost – but crucially not quite – real. The dissonance is typically accompanied by a little ripple of discomfort.) “Consumers are starting to get
wary of how much data digital marketers are collecting, why they’re collecting it and how they’re using it,” he says. “We’re collecting more data than ever. Consumers expect to be engaged on a one-on-one basis so they can be provided with superior services, products and support. But the reality is that the data marketers are collecting isn’t necessarily used for
36 annual sourc e guide 2016
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