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Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
1
Marketing and Technology:
It’s a Hybrid World
Erika Brookes
VP, Product Strategy, Oracle Social Cloud
Digiday Innovation Summit
May 16, 2013
Las Vegas
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
3
Safe Harbor Statement
The following is intended to outline our general product direction.
It is intended for information purposes only, and may not be
incorporated into any contract. It is not a commitment to deliver
any material, code, or functionality, and should not be relied upon
in making purchasing decisions. The development, release, and
timing of any features or functionality described for Oracle’s
products remains at the sole discretion of Oracle.
Technology Changing Everything
Mobile, Digital, Social, Cloud & Data
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
4
Consumerization has affected our business.
Mass media Internet / 1:1 Social/Mobile
Customer Power
and Choice
Company Power
and Voice
CUSTOMERS TAKE
CONTROL
1% of consumers feel that
their expectations for
a good experience
are met
86% of consumers will
pay more for a better
customer experience
89% of consumers
switched to a
competitor after a
poor experience
Source: 2011 Customer Experience Impact Report (CEI), based on a survey commissioned by RightNow and conducted by Harris Interactive.
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
5
The Age of the Empowered Consumer
Creating a Data-Driven, Customer-Centric World
75%
Of digital information
is generated by
individuals (IDC)
20X
Data volume will grow
to 20X what it is today
by 2020 (Gartner)
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
6
Mobile is Propelling Behavior Change
Sources: O2 Mobile Usage Study (June ‘12); comScore MobiLens (3 month average ending Dec. ‘11)
• 55% Smartphone Penetration in
the U.S., Over 1 Billion
Worldwide.
• 63% of all Smartphone Users are
Social Networkers
The anywhere and everywhere connected lifestyle
• More than 2 hours per day spent
with smartphones – overtaking
online time.
• Top Smartphone Activity: #3
Facebook/Social Networking
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
7
© 2012 Forrester Research, Inc. Reproduction Prohibited 7
Forrester: The Age of the Empowered Consumer
“Nails the Coffin on the Marketing Funnel”
DISCOVER
EXPLORE
ENGAGE
BUY
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
8
Chief Marketing Officer’s Tenure
Nearly Doubled from 23 Months
in 2004 to 45 Months for 2012.
CMOs Tenures On The Rise…
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
9
The Role of Today’s CMO Is Much Different…
Technology & the Empowered Consumer Are Driving Change
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
10
“By 2017 the CMO will spend
more on IT than the CIO.”
An Eye-Catching Study Emerges
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
11
InformationWeek research finds that
more IT leaders give their relationship
with marketing weak marks (29%) than
for any other business area.
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
12
Marketing & Technology: Common Purpose
Marketing IT
CX Management
Service
Strategic Vision
Consumer-Facing
Competitive Data
CRM
Mobile
Digital Advertising
Mobile
Infrastructure
Social
Email
Cost Efficiency
Consumerization
Enterprise IT
Innovation
New Technologies
New Technologies
Security
Internal Focus
Operations
Innovation
Analytics
Big Data
ecommerce
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
13
Embracing Change to Adapt & Succeed…
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
14
Embrace Change & Collaboration
Drive Strategy across People, Processes & Technologies
Connected
Consumer
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
15
•“Companies with cross-collaboration
across departments, that take advantage
of disruptive technologies, are the most
successful.”
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
16
Time to Think Differently: CMO & CIO Align
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
17
 Understand & Learn Each Other’s Needs
 Align Goals & Objectives
 Set Criteria for Success
 Review Technology Together & By Objectives
 Provide forum for ongoing communication
 Get Buy-in from CEO & Down for Real Change
Cultural & Organizational Change
CMO & CIO Collaboration Key
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
18
CMOs: Start Thinking Differently
More Science Behind the Art & Knowledge
 Better Understand Digital and Technology
 Establish a Voice at the Executive Table
 Partner More with Other Executives (CTO and CRO.)
 Embrace Data to Power Decisions
 Align with Sales to Delivery a Clear Winning Message
 Prove the ROI – Drives Credibility!
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
19
CIOs: Start Thinking Differently
More Art & Knowledge Behind the Science
 Get Social: CIOs should get social – literally and figuratively. Be
more collaborative across the C-Suite, especially with the CMO.
 Drive Innovation: Create a cultural appetite that accepts
change, risks and failure. Drive innovation.
 Change the CIO Mindset: Be an activist. Have functional
excellence, but don’t make that everything you are.
 Get Hard-Wired to Business: CIOs should be customer-focused
and knowledgeable about the business…not just the back office.
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
20
Solution: A Collaborative & Unified Approach
Across People, Processes & Technology
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
21
Oracle Social Cloud
Social Relationship Management
Socially Enable Your Enterprise
Social Powers Your Customer Relations
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
22
Time to Think Differently: Across the Enterprise
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
23
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
24

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Oracle at DIS: Marketing and Technology — It’s Now a Hybrid World

  • 1. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 1
  • 2. Marketing and Technology: It’s a Hybrid World Erika Brookes VP, Product Strategy, Oracle Social Cloud Digiday Innovation Summit May 16, 2013 Las Vegas
  • 3. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 3 Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle. Technology Changing Everything Mobile, Digital, Social, Cloud & Data
  • 4. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 4 Consumerization has affected our business. Mass media Internet / 1:1 Social/Mobile Customer Power and Choice Company Power and Voice CUSTOMERS TAKE CONTROL 1% of consumers feel that their expectations for a good experience are met 86% of consumers will pay more for a better customer experience 89% of consumers switched to a competitor after a poor experience Source: 2011 Customer Experience Impact Report (CEI), based on a survey commissioned by RightNow and conducted by Harris Interactive.
  • 5. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 5 The Age of the Empowered Consumer Creating a Data-Driven, Customer-Centric World 75% Of digital information is generated by individuals (IDC) 20X Data volume will grow to 20X what it is today by 2020 (Gartner)
  • 6. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 6 Mobile is Propelling Behavior Change Sources: O2 Mobile Usage Study (June ‘12); comScore MobiLens (3 month average ending Dec. ‘11) • 55% Smartphone Penetration in the U.S., Over 1 Billion Worldwide. • 63% of all Smartphone Users are Social Networkers The anywhere and everywhere connected lifestyle • More than 2 hours per day spent with smartphones – overtaking online time. • Top Smartphone Activity: #3 Facebook/Social Networking
  • 7. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 7 © 2012 Forrester Research, Inc. Reproduction Prohibited 7 Forrester: The Age of the Empowered Consumer “Nails the Coffin on the Marketing Funnel” DISCOVER EXPLORE ENGAGE BUY AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY
  • 8. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 8 Chief Marketing Officer’s Tenure Nearly Doubled from 23 Months in 2004 to 45 Months for 2012. CMOs Tenures On The Rise…
  • 9. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 9 The Role of Today’s CMO Is Much Different… Technology & the Empowered Consumer Are Driving Change
  • 10. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 10 “By 2017 the CMO will spend more on IT than the CIO.” An Eye-Catching Study Emerges
  • 11. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 11 InformationWeek research finds that more IT leaders give their relationship with marketing weak marks (29%) than for any other business area.
  • 12. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 12 Marketing & Technology: Common Purpose Marketing IT CX Management Service Strategic Vision Consumer-Facing Competitive Data CRM Mobile Digital Advertising Mobile Infrastructure Social Email Cost Efficiency Consumerization Enterprise IT Innovation New Technologies New Technologies Security Internal Focus Operations Innovation Analytics Big Data ecommerce
  • 13. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 13 Embracing Change to Adapt & Succeed…
  • 14. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 14 Embrace Change & Collaboration Drive Strategy across People, Processes & Technologies Connected Consumer
  • 15. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 15 •“Companies with cross-collaboration across departments, that take advantage of disruptive technologies, are the most successful.”
  • 16. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 16 Time to Think Differently: CMO & CIO Align
  • 17. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 17  Understand & Learn Each Other’s Needs  Align Goals & Objectives  Set Criteria for Success  Review Technology Together & By Objectives  Provide forum for ongoing communication  Get Buy-in from CEO & Down for Real Change Cultural & Organizational Change CMO & CIO Collaboration Key
  • 18. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 18 CMOs: Start Thinking Differently More Science Behind the Art & Knowledge  Better Understand Digital and Technology  Establish a Voice at the Executive Table  Partner More with Other Executives (CTO and CRO.)  Embrace Data to Power Decisions  Align with Sales to Delivery a Clear Winning Message  Prove the ROI – Drives Credibility!
  • 19. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 19 CIOs: Start Thinking Differently More Art & Knowledge Behind the Science  Get Social: CIOs should get social – literally and figuratively. Be more collaborative across the C-Suite, especially with the CMO.  Drive Innovation: Create a cultural appetite that accepts change, risks and failure. Drive innovation.  Change the CIO Mindset: Be an activist. Have functional excellence, but don’t make that everything you are.  Get Hard-Wired to Business: CIOs should be customer-focused and knowledgeable about the business…not just the back office.
  • 20. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 20 Solution: A Collaborative & Unified Approach Across People, Processes & Technology
  • 21. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 21 Oracle Social Cloud Social Relationship Management Socially Enable Your Enterprise Social Powers Your Customer Relations
  • 22. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 22 Time to Think Differently: Across the Enterprise
  • 23. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 23
  • 24. Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 24