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www.bynder.com | [email protected]
Connecting Creative and Technology for Brand Consistency
Chris LangPresident, Bynder US
Foundation: Then and Now
Interactions Among Teams
Purpose of a brand
Mediums
Are brands evolving at the same rate of all this change?
Are teams and technologies truly connected enough?
Digital interactions influenced retail sales to the tune of $2.2 trillion in 2015 (Deloitte)
By 2017, there will be more internet traffic than all prior internet years combined (Cisco)
Over 2 trillion Google searches are made every year (Search Engine Land)
WordPress users produce about 65.4 million new posts and 44.8 million new comments each month (WordPress)
Content Chaos
Welcome to the age of digital!
“‘Digital marketing’ is redundant” - Salesforce
90% of customers expect consistent interactions across channels (DMNews)
64% of marketers cite lack of resources and investment as their top barrier to omnichannel marketing (DMNews)
Only 16 % of marketers feel that their organizations are delivering customer experiences that truly fulfill their brand promises (CMO Council)
Where Are All the Marketers?But what does marketing hiring look like today?
(Source: Indeed.com)ed.com
Welcome to the age of replacing humans with technology!
CMOs buy systems now for emerging tactics and channels
Spending on marketing technology has surpassed advertising spending (Gartner)
78% of businesses indicate they plan on adding more SaaS platforms to their organization (Better Buys)
“We’ve got a platform for that”
There Are Several Options
ResultTeam Challenge
Marketer or System Admin?
Toggling between different automation platforms
Less time for great marketing and innovative ideas
Brand Challenge
Developing strong brand identity
Maintaining strong brand identity
Internally: platform to platform
Externally: cross-channel
www.bynder.com | [email protected]
System vs EcosystemA collection of systems does not equal one cohesive ecosystem
The Game of Telephone in MarTech
The brand message runs through a ‘game of telephone' across all systems
The potential for each platform peaks if it does not fit into the ecosystem
When the message gets confused...
The Importance of the Ecosystem
The technology ecosystem powers the brand in 2016
The role of the brand today:
First touch awareness
Customer experience and retention
“Crucial financial asset” - Forrester
Not a catchphrase, but a lifestyle
The Right WayBranded experience powered by technology
The Wrong WayThe Panasonic 'Woody'
(source: Inc.com)
The Wrong WayBob from Sales
The Wrong Way
Bob from Sales:
Pulls the wrong document from the brand portal…
Cites the wrong information off the website or intranet...
Result: Deals lost, brand diluted, legal ramifications
Bob = The ROI Destroyer
www.bynder.com | [email protected]
Review: Systems vs EcosystemThe purpose of a brand now vs. a brand then
A collection of technology systems does not equal one cohesive technology ecosystem
What’s a Brand to Do?
Short Term:
Establish brand guidelines
Prioritize connectivity for branding
Sunset platforms that break the chain
Beyond marketing, start acknowledging:
Who has their hands on digital
Who is shaping brand identity
How they are using platforms and accessing the assets
What’s a Brand to Do?
Long Term:
Connectivity = pillar of brand strategy and business strategy
Look out for the do-it-all platforms
APIs & Plugins
Mergers & Acquisitions activity
Long term ideal: one branding ecosystem platform
Closing Thoughts
@getbynder
@Chris_Lang_
Thank You!
