THE CHANGING LANDSCAPE OF TECHNOLOGY AND CLOUDS FOR MARKETERSJohn Ellett, CEO nFusionSE PT E MB ER 2 9 , 2 0 1 4

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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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Printing Press

MARKETING 1.0

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A BRIEF HISTORY OF MARKETING TECHNOLOGY

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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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MARKETING DATA• Name• Address• Phone Number• Customer ID• Purchase History

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PC/InternetMARKETING 3.0

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A BRIEF HISTORY OF MARKETING TECHNOLOGY

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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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Winning in the Age of Personalized Omni-channel Experiences

MARKETING 5.0

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CUSTOMERS EXPECT PERSONALIZATION

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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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