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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
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
