This presentation was given at the Ovum Industry Congress in Victoria, London on May 14th 2013. The goal was to advise CIOs and other IT professionals how to approach a collaboration with their marketing colleagues when considering the implementation of an integrated digital marketing system. The presentation covers the kind of systems that marketers need and want, the marketing operating environment and the marketers’ mindset that IT professionals need to consider, and how Marketing and IT can harmonise and work co-operatively. We assess how marketing processes combine with marketing automation, web site optimisation, and multi-channel marketing to leverage enterprise data assets and provide a better brand experience for the connected customer.

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Digital marketing
transformation: How IT can
traverse the marketing
divide
Gerry.brown@ovum.com
Adrian.drury@ovum.com
May 2013

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 Introduction to the Connected Customer
 Digital Marketing is Changing
 What marketers want and need from IT
Introduction / Agenda

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INTRODUCTION TO THE
CONNECTED CUSTOMER

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Behavioural change at the speed of the technology cycle

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The Connected Customer
The consumer as a protagonist who
can proactively influence product
development and be a strong
advocate, but who can also disrupt,
hack and deliver negative feedback
on the organization, causing brand
damage.
 Not just generation Y
 Not just B2C
 All business is now personal

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Ovum’s Connected Persona Matrix
The consumer as a protagonist who
can proactively influence product
development and be a strong
advocate, but who can also disrupt,
hack and deliver negative feedback
on the organization, causing brand
damage.
Individual
as
Connected
Customer
Individual
as
Employee
Individual
as System
Component
Individual
as
Protagonist
ID

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Consumer as Connected Customer: IT for customer
lifecycle & marketing supply chain optimization
Brand
Awareness
Product
Knowledge
Transactio
n &
Selection
Price
Consideration
Customer
Advocacy
Support &
Satisfaction
Broadcast TV
spots
Outdoor display
Online display
SEO
Social
SEO
Search & key word
Digital display
Direct mail
Web property
CouncilCustomerCommunityConversation
Sales,marketingand
customercarechannels
Personalized
display
Forum presence
SEO
Dynamic media
Offer management
Daily deals
Multi-channel retail
integration
In-store presence
marketing
Transaction
attribution
Location based
mobile vouchering
Social
recommendation
Social discovery
Community
knowledge base
hosting
Affiliate offer
management
Contact centre
support &
personalization
Social platform
support
Community
development
Knowledge base
creation
Integrated, real time view of customer iD, profile and behavior, reached via automated,
high frequency media & customer data trading
Technology convergence of BI, CRM, DAM
Service convergence of ISV cloud
services, media agency, SI & marketing
service provider

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2013 Connected Customer & Digital Marketing
 What’s next for Marketing Automation
 Mega-vendor Digital Marketing Platforms & Strategies – Oracle vs. IBM vs. SAP vs.
Adobe vs. SFDC vs. SAS
 Real Time Bid Advertising – a technology mega-trend
 Marketing services ODM : Comparing and contrasting the converging SI & Agency
space
 CMO / CIO marketing technology decision maker trends
 Best practice in organization design & transformation for CMO / CIO, agencies & digital
marketing
 Re-imaging marketing for an RTB / Programmatic / mobile world
 Customer facing multi-platform hybrid mobile application development: best practice

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DIGITAL MARKETING IS
CHANGING

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How Digital Marketing has Changed
Search
Web site
development
Email blasts
Search Engine Optimisation
Web site optimisation
Marketing Automation
eCommerce
Social & Mobile
Multi-channel
Analytics & Reporting
Attribution
Voice of the Customer
Customer Experience
Was:
Now is:

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Beyond the CMO / CIO debate – some perception
dynamics

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The Language Barrier
Marketing IT
Language Marketing Technology
Drivers Revenue Delivery Policy / Standards / Process
Approach Execute Assess
Considerations Usability IT Architecture
IT Attractiveness Wow interface and graphics Functional richness / scalability
Speed of IT Delivery Need it now Depends on priorities / workload
Measures of Success Leads and conversions Project completion / Go live
Source: Ovum

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CIO + CMO partnership
Communicative
Collaborative
Engaged
Mutual understanding
Joint agenda
Committed resource
Escalation procedures
Service Level Agreement (SLA)

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Digital Marketing: Best practice operations
Enterprise Data
Marketing
Automation
Web Site
Optimisation
Multi-
Channel
Comms
Connected Customer

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Best practice operations 1: Marketing Automation

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Best practice operations 2: Web Site Optimisation
 SEO / PPC
 Metadata and key words
 User Experience (UX)
 A/B and multi-variate testing
 Behavioural targeting
 Social input / recommendations
 eCommerce
 Web site analytics
 Web Content Management & DAM
.com

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Best practice operations 3: Integrated Multi-Channel
Communications
 Email
 Social media
 PR / Media
 Mobile
 Advertising
 Events
 Tele-Marketing / Sales
 Direct sales / Partners
 Content Marketing
 Inbound activity
 Interaction
 Scoring and nurturing
 Relationship
 Brand advocacy
 Partnership
Channels Marketing Process

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Marketing is increasingly a data driven process
 Demographics
 Search behaviour
 Web site visits
 Purchases
 Social activity
 Hardware platform usage
 Location-based data

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WHAT MARKETERS WANT
AND NEED FROM IT

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Marketers want cool funky IT at the end of the day . . .

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How marketers see rules . . .

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Best practice IT / Marketing relationships stem from
systems integration, innovation, and positivity
 Old fashioned DP – joined up data
 Single customer view
 Ability to engage and think creatively
 Available and responsive to problems
 Fast to implement new systems
 Willingness to accept continuous change
 Say “Yes” not “Yes, but . . . “

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Summary & Conclusions
 Digital Marketing has changed – its no longer simple
 CIOs and CMOs need to find a common language – and an agreed
performance charter
 Digital Marketing is about leveraging enterprise data using
(i) marketing automation (ii) web site optimisation, and
(iii) multi-channels, into connected customers
 Marketers want their digital marketing solutions to be
cool, funky, and breaking all the rules . . .
 There’s still a role for old fashioned DP – joined up data
that provides marketers with a single customer view

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“THANK YOU FOR
LISTENING!”
ADRIAN DRURY &
GERRY BROWN
PS WE HOPE YOU ENJOY
THE MARKETING
AUTOMATION REPORT