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Top 2015 Trends: Delivering Multi-Channel Customer Experiences
Wednesday, December 10, 2014
Moderated by: Mike Watson
Content Technology Solutions
IO Integration
John Bookmyer Director,
Asset Management Team Detroit
Ben Treuhaft Director of IT, Product & Business Development
Nucleus AB
Lauren Philson Digital Assets Manager
The Rockefeller Foundation
Lead Sponsors
2
Mission
Tactics
Measurement
CustomerIntelligence
THEN: BRAND DRIVEN NOW: CONSUMER DRIVEN
• Represent the brand• Finding customer• Push
• Mass Advertising• Demographic• Generalized content
• Point in time blasts• Few isolated channels• Waterfall method• Advertising
• 3rd party table• Intuitive decision making• Excitement, buzz
• Represent the consumer• Find the consumer • Pull
• 1:1 targeting• Behavioral• Personalized content
• Continuous relationship• Exploding integration channels• Agile method• Storybuilding, content re-use
• Owned big data• Fact based decision making• Engagement, revenue
Marketing has changed: consumer, content, and data driven
3
Web Print
Mobile Social Networks
PIM/ERP CRM
Analytics Geospatial
e-commerce
Customer engagement
Customer experience
Content
Multi-channel marketing: create once, personalize, engage
4
Changing marketing technology landscape
~100 ~350 ~950
2011 2012 2014
Info source: Scott Brinker JANUARY 7, 2014
6
And it is being consumed constantly across many channels
6
70 minutes | web browsing
127 minutes | mobile applications
168 minutes | television
Sources: New Relic, Apptopia, Flurry, Phonearena
7
Cyber Monday: Biggest US Online Shopping Day Ever
FUN FACTS
US Holiday Ecommerce revenue was $9.6B, up 20%
Email marketing drove 24%, with free (19%) and paid (16%) search close behind, social (1.5%) was only a blip
Mobile shopping accounted for 20% all online orders
UK spent 88% on paid search for Black Friday
By 2020, the value-add from 'The Internet of Things' will reach $1.9T worldwide, with 50B devices connected
60% of all goods are bought on the strength of the brand communications.
Sources: Millard Brown, Custora E-Commerce Pulse, Gartner, Cisco
10
Rise of the In-House Agency
From 2008 to 2013, use of in-house agencies has increased to 58% in 2013 from 42% in 2008 (Assoc. National Advertisers) and companies like Apple and Google are fueling the creative team come-back by doing more in-house instead of with an “agency of record” (Forbes) because: • Economics—marketers need to do more with less• Digital, social, and mobile media require
unprecedented speed and agility• Brands want to own the customer experience
11
Top Content Marketing Challenges
90% of all organizations use content in their marketing efforts.
Source: Demand Metric Source: Linkedin B2B Technology Content Marketing Report
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Customer Takes Action
ExperienceThe know brand wow
AmplifyAcross media channels
InfluenceOthers behavior, opinions
ExtendReach and marketshare
Relevance
Engagement Awareness
Revenue
CUSTOMER
TIM
E Social media is like word-of-mouth on steroids
13
Customer Experience Management (CXM) by the numbers
Marketers believe CXM is most exciting opportunity
But that the focus on omni-channel campaign management and personalization will supersede CXM in the next 5 years..
76%
66% Marketing has changed more
in the last 2 years than previous five decades
Technology drives marketing. Customer focused experiential marketing requires an obsession with data, deep understanding of the brand and storylines
20% Believe that their c-suite has stomach for adaptive, experiential marketing
Agile marketing requires a business culture that embraces experimentation and allows failure.
80% Of marketers agree that the role of content will grow while push media effectiveness dies
Right moment, right channel, location-based 1:1 marketing is here to stay
* Adobe Quarterly Digital Intelligence Briefing