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THE CHANGING LANDSCAPE OF TECHNOLOGY AND CLOUDS FOR MARKETERSJohn Ellett, CEO nFusionSE PT E MB ER 2 9 , 2 0 1 4
#OOW14© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
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MY THREE HATS
The CMO ManifestoMarketing 5.0 – Coming Soon
Forbes nFusionA Digital Agency
Author Blog Contributor CEO
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AGENDA
1.Brief history of marketing technology2.Marketing 5.0 3.Implications for marketers and technologists4.10 steps to get there
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© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
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Printing Press
MARKETING 1.0
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© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
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A BRIEF HISTORY OF MARKETING TECHNOLOGY
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© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
MARKETING DATA• Name• Address• Phone Number• Customer ID• Purchase History
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John Cameron Swayze, NBC’s “Camel News Caravan” 1955
TV/RadioMARKETING 2.0
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A BRIEF HISTORY OF MARKETING TECHNOLOGY
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© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
MARKETING DATA• Name• Address• Phone Number• Customer ID• Purchase History
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PC/InternetMARKETING 3.0
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© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
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A BRIEF HISTORY OF MARKETING TECHNOLOGY
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© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
MARKETING DATA• Name• Address• Phone Number• Customer ID• Purchase History• IP Address• Tags• Site Behavior• Search Behavior• Email Address• Email Behavior
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Social/Mobile
MARKETING 4.0
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A BRIEF HISTORY OF MARKETING TECHNOLOGY
MARKETING DATA• Name• Address• Phone Number• Customer ID• Purchase History• IP Address• Tags• Site Behavior• Search Behavior• Email Address• Email Behavior• Location• Mobile Number• Mobile Site Cookie• Social ID• Social Behavior• Brand Affiliation
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© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
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Winning in the Age of Personalized Omni-channel Experiences
MARKETING 5.0
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CUSTOMERS EXPECT PERSONALIZATION
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
78% of customers don’t receive consistent experience across channels. — Accenture
94% of customers have discontinued communication with a company because of irrelevant messages. — Blue Research
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DATA CHAINED TO CHANNEL (& DEPARTMENT) = FRAGMENTATION
Source: Oracle Marketing Cloud Conference
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OMNI-CHANNEL EXPERIENCES REQUIRE SYNCHRONIZED DATA
Source: Oracle Marketing Cloud Conference
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ARMS RACE TO SOLVE THE PROBLEM
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Source: Forrester
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CONSTRUCT FOR SOLVING THE CHALLENGE
Presentation layer: User experience and content
Marketing engineering layer: CDJ maps, go-to-market plans and orchestration, omni-channel mgt.
Infrastructure layer: Applications and data
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10 STEPS TO MARKETING 5.0
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STEP 1
Become a customer-centered organization
Source: Satmetrix Systems, Inc.
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STEP 2
Develop segments and personas
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STEP 3
Map the customer decision journey
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STEP 4
Define cross-discipline planning model
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STEP 5
Envision what is possible and determine data needed
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STEP 6
Resource for infrastructure and experience building
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STEP 7
Implement key applications and data management infrastructure
Source: Oracle Marketing Cloud Conference
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STEP 8
Build/manage personalized omni-channel experiences
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STEP 9
Create cross-discipline analytics framework
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STEP 10
Align organization on data-driven engagement policies
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10 STEPS YOU SHOULD TAKE NOW
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STAY IN TOUCHjellett@nfusion.com@jellett @nfusionwww.nFusion.com
THANKS!
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SLIDES + WEBINARnFusion.com/OOW14
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