Context Marketing - Customer Experience b2b Marketing Briefing - 2016-04-21

Simon Etherington// UK Managing Director, SitecoreTwitter: @ownthexperience

Context Marketing

Deloitte – Sep 2015 – 25% of smartphone users have not made a phone call in the past week

“Which of the following initiatives are likely to be your organization’s top business priorities over the next 12 months?” (High or critical priority)

Top five responses shown

Grow revenues

Improve the experience of our customers

Reduce costs

Improve differentiation in the market

Better comply with regulations and requirements

77%

74%

61%

50%

39%

Source: The CMO’s Blueprint For Strategy In The Age Of The Customer, September 12, 2014

Highest Second highest Third highest

Gartner survey: marketer's tech investment priorities for 2015Customer experience

Marketing operations

Marketing analytics

Digital commerce

Social marketing

Advertising operations

Mobile marketing

Web (i.e. search, website)

Emerging technologies

0 10 20 30 40 50Percentage of respondents

10 6 8

11 10 8

8 11 10

11 12 10

8 14 13

10 12 14

13 14 13

13

17

12 9

1310 40%

39%36%35%33%29%29%

24%

34%

© 2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

Why aren’t they there yet?

© 2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

Digital Marketing Systems ComplexityThe Technology Challenge

Contextual information is hidden from use.The Knowledge Challenge

Content without Context is meaningless.The Content Challenge

© 2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.17

CONTEXT MARKETINGOwning the experience with right contentto the right person, in the right place,

at the right moment, based on the sum total of their past behaviors and current needs

Industry IncumbentDisruptors

RETAIL

MUSIC

VIDEO RENTAL

TRANSPORTATION

TRADITIONAL RETAILERS

TRADITIONAL MUSICCOMPANIES

VIDEO RENTAL COMPANIES

REGIONAL TAXI COMPANIES

A Revolution is UnderwayContext is disrupting industries.

Smart Watch

Car entertainment console

Tweets

Texts

Interactive TV

22

• The connected consumer• New customer journeys• Content in context matters• Data silos must fall• Platform disintegration not sustainable

Context Marketing in Practice

75% of shoppers use mobile devices in store

9 in 10 shoppers read reviews

55% of mobile shoppers want to buy within the hour

74% of shoppers rely on social networks for purchase decisions

87% consumers use more than one device at a time

Data Silos Must FallUser profile, behavior history, preferences, paths used, content consumed, purchases made, geographic location, device type…

© 2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

Social

CRM

Apps

Website

Store Customer Support

Customer data is disconnected

© 2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

Connect the dataand you have context

Social

CRM

Apps

Website

Store Customer Support

PlatformDisintigrationis notSustainable

Technical requirements for context

CONTEXT MARKETINGCONTENTMANAGEMENT

CONTEXTUALINTELLIGENCE

OMNI-CHANNELAUTOMATION

Deep customer profiling &

insights

Automated delivery across

channels

Robust CMS that handles content at scale and separates content from presentation

Meet James, VP Digital Strategy

Sales Rep

James’ touch points

Sales Rep

• How can we give customers the most relevant digital experience

• I want to work with a CXM vendor that can help my organization take the right steps and minimize risks

• Show me where you have done it before; I don’t want to be the beta customer

Data hooks to drive the optimal digital experience Site interactions Experience Profile

Search

Email

Social

Offline

Traffic Acquisition

… OtherChannels

Inbound

History

Anonymous Visitor Data

Digital Fingerprint

The holy grail – your customer (Sitecore xDB)

Social ConnectForm Data

ContentProfiling

ContactUnknown CustomerOutcomes

CRMIntegration

… Example of Social Data as part of the Experience Profile

Thank youTwitter: @ownthexperience