Mais conteúdo relacionado Semelhante a How to Have Contextual Customer Conversations and Omnichannel Brand Leaders that are Doing It (20) Mais de IO Integration (20) How to Have Contextual Customer Conversations and Omnichannel Brand Leaders that are Doing It1. © 2014 IO Integration, Inc. All rights reserved.
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 consumers
across every
media platform
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Mission
Tactics
Measurement
Customer
Intelligence
THEN NOW
Represent the brand
Finding customer
Mass Advertising
Demographic
Point in time blasts
Few isolated channels
3rd party table
Intuitive 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
5. © 2014 IO Integration, Inc. All rights reserved.© 2014 IO Integration, Inc. All rights reserved.
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’s
not 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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Complex
Business
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
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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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Apps
CRMs
Marketing
Media Channels
Events & Promotions
Social Media
Magazines
Web2Print
Intranets
Websites
Blogs
Data & Information Branded content
consumer brand value
So it‘s important that your content communicates
Strategy
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Web
Print
Mobile
Social Networks
PIM/ERP
CRM
Analytics
Geospatial
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
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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 traditional
Consumer experiences.
• Executing through internal
and external communication channels
Media Asset
Management
Publishing /
Creative
All Channels
TraditionalDigital
Consumer Experience
But technology can also help if you have a strategy
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The key is optimizing performance across your channels
Agile/Adap
tive
Marketing
Strategies
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 building an omni-channel content strategy
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Enterprise
Social Network
censhare
Store On Premise Cloud SaaS
On an integrated technology platform
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Content
Context
&
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Information relationships is key to context success
Analytic tools
BiGDATA
Mobile
Websites
Print
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.
Have a Customer Conversation
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Website
POS
Mail
App
Social
Portal
Sales
Literature
Advertising
Price
List Reports
You Understand Your Channels:
Building Contextual Consumer Experiences
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Website
POS
Mail
App
Social
Portal
Sales
Literature
Advertising
Price
List Reports
External
Information
Analytics
Patterns
Profiles
Master
Data
Location
Context: how and where content
gets consumed
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Website
POS
Mail
App
Social
Portal
Sales
Literature
Advertising
Price
List Reports
External
Information
Analytics
Patterns
Profiles
Master
Data
Location
How to start this conversation?
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Website
POS
Mail
App
Social
Portal
Sales
Literature
Advertising
Price
List Reports
External
Information
Analytics
Patterns
Profiles
Master
Data
Location
CONTEXT
CUSTOMER
EXPERIENCE
Bring it altogether, and you can start to build
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Because it's not the content of your messages, it‘s their relevance that
defines impact and drives your customer‘s engagement.
Customer Conversations
Context Content
Customer
Omnichannel Customer
Experiences
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Brand
Experiences
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!