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Contextual Customer Experiences and Brand Leaders
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How far has advertising moved on from print?
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Technology now drives all marketing conversations
…with consumersacross every
media platform
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Mission
Tactics
Measurement
CustomerIntelligence
THEN NOW
Represent the brandFinding customer
Mass AdvertisingDemographic
Point in time blastsFew isolated channels
3rd party tableIntuitive decision making
• Represent the consumer
• Find the consumer
• 1:1 targeting
• Behavioral
• Continuous relationship• Exploding integration
channels
• Owned big data• Fact based decision
making
Marketing is transforming quickly from unknown to the known
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Marketing environments are converging
Digital Marketing Channels
Traditional Marketing Channels
Customer
Omnichannel Customer Experiences
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And it‘s beginning to answer one very important question . . .
“How do I know my marketing is working
and that my communication
investments are paying off?
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But . . .
It’snot as
simple AS THAT.
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After all marketing is about . . .
+People Process
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Marketing content and data will continue to grow . . .
TB/yr
2013 2014 2018
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Along with more marketing technologies and providers
~100 ~350 ~950
2011 2012 2014
Info source: Scott Brinker JANUARY 7, 2014
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This rapid-growth market means growing divergence
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ComplexBusiness
Information Retail
E-commerce
Social
Distribution
Commercial Partnerships
And more channels to manage and influence
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Building 1:1 Consumer Relationships will be challenging
13
1:1
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Did you know?60% of all goods
are bought on the strength of the brand communications
Source: Millard Brown
We know great content improves brand communications
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And some brands already know this!
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AppsCRMs
MarketingMedia Channels
Events & Promotions
Social MediaMagazinesWeb2PrintIntranetsWebsites
Blogs
Data & Information Branded content
consumer brand value
So it‘s important that your content communicates
Strategy
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WebPrint
MobileSocial Networks
PIM/ERPCRM
AnalyticsGeospatial
e-commerce
Customer engagement
Customer experience
Content
But even more important that your content resonates
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As technology is transforming marketing operations . . .
The traditional annual planning
routine is ripe for extinction.
69% of our B2B marketing leaders say that conditions
change too quickly to keep plans current.
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Marketing technology also drives marketing behavior
© 2014 IO Integration, Inc. All rights reserved.
An Enterprise Content Marketing Solution (CMS) that automates the creation, production and execution of media content across multiple-marketing channels.
• Creating once delivering multiple digital and traditionalConsumer experiences.
• Executing through internal and external communication channels
Media AssetManagement
Publishing / Creative
All ChannelsTraditionalDigital
Consumer Experience
But technology can also help if you have a strategy
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Key is understanding your execution channels and to optimize performance
Agile/Adaptive Marketin
g Strategi
es
Website
Webshop
Social Media
Public Relations
Advertising
Promotions
Point of Sale
Media
Dealers
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• Centalize all media-content assets
• Build a uniform Global Creative/Publishing Platform
• Enable all online, offline, social and mobile media
• Integrate ERP/CRM for personalized context
• Build uniform, agile and adaptive content experiences
• Listen and analyze content interactions
• Deliver relevant, engaging and interactive content
And then build an omni-channel content strategy
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Social Networkcenshare
Store On PremiseCloud SaaS
And an integrated technology platform
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ContentContext
&
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Information relationships is key to context success
Analytic tools
BiGDATA
Mobile
Websites
Social Network
Microsites
CRM systems
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User Interface in censhare 5
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User Interface in censhare 5
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User Interface in censhare 5
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User Interface in censhare 5
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User Interface in censhare 5
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In the Age of the Customer
Where brands orchestrate context related content consumption through multiple-consumer driven interactions, to deliver relevancy, connections and relationships.
You can begin a Customer Conversation
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How do you build a context related consumer experience . . .
WebsitePOS
App
Social
Portal
SalesLiterature
Advertising
PriceList Reports
Because you understand your channels
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And their contexts.
WebsitePOS
App
Social
Portal
SalesLiterature
Advertising
PriceList Reports
ExternalInformation
Analytics
Patterns
Profiles
MasterData
Location
And how and where it gets consumed
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But how to conduce this conversation?
WebsitePOS
App
Social
Portal
SalesLiterature
Advertising
PriceList Reports
ExternalInformation
Analytics
Patterns
Profiles
MasterData
Location
And how and where it gets consumed
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But how to conduce this conversation?
WebsitePOS
App
Social
Portal
SalesLiterature
Advertising
PriceList Reports
ExternalInformation
Analytics
Patterns
Profiles
MasterData
Location
CONTEXTCUSTOMER
EXPERIENCE
And by bringing them together
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CONTEXTCUSTOMER
EXPERIENCE
But how to conduce this conversation?Maximize the overlap!
You can start to build
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CONTEXTCUSTOMER
EXPERIENCE
Because it's not the content of your messagesit's their relevance.that defines the impact and drives your customer's engagement,
a Customer Conversation
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BrandExperiences
Leaders
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GoPro consuming customer content to drive relevance . . .
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Visa building inbound consumer apps, compelling experiences
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NFL – builds in-house networks to engage fans
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Under Armour buys worlds largest fitness tracking platform
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What is Redbull: a drinks manufacturer or a lifestyle brand?
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And what is Redbull a manufacturer of drinks or an adventure brand?
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Is Yahoo a high-tech company or content business in transformation?
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In car content: the new media platform?
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Get content right and you will find that customers
Your brand!