Marketing will never be the same again. Technology, integrated channels, real-time analytics, digital rights, and brand experiences now shape the conversations that companies have with their customers and the way they manage their content supply chain. The changes in the way we market, manage and monetize content have been so prolific over the last two years that over 80% of marketers believe it has changed more now than in the previous 6 decades. We’ll look at where content marketing is headed for 2015 and how technologies like DAM and CMS truly enable better brand communications, online and offline. Key topics include omni-channel content marketing, adaptive strategies, digital rights management, brand governance, and the role of inbound user generated content to drive contextual relationships and reinforce brand value. See how top brands are adapting and using multichannel marketing technologies to reach new prospects and win markets.

1. Top 2015 Trends:
Delivering Multi-Channel Customer Experiences
Wednesday, December 10, 2014
Moderated by:
Mike Watson
Content Technology
Solutions
IO Integration
John Bookmyer
Director,
Asset Management
Team Detroit
Ben Treuhaft
Director of IT, Product &
Business Development
Nucleus AB
Lauren Philson
Digital Assets Manager
The Rockefeller
Foundation
Lead Sponsors

2. Marketing has changed: consumer, content, and data driven
2
Mission
Customer
Intelligence
Tactics
Measurement
THEN: BRAND DRIVEN NOW: CONSUMER DRIVEN
• Represent the brand
• Finding customer
• Push
• Mass Advertising
• Demographic
• Generalized content
• Point in time blasts
• Few isolated channels
• Waterfall method
• Advertising
• 3rd party table
• Intuitive decision making
• Excitement, buzz
• Represent the consumer
• Find the consumer
• Pull
• 1:1 targeting
• Behavioral
• Personalized content
• Continuous relationship
• Exploding integration channels
• Agile method
• Storybuilding, content re-use
• Owned big data
• Fact based decision making
• Engagement, revenue

3. Multi-channel marketing: create once, personalize, engage
3
Web
Print
Mobile
Social Networks
PIM/ERP
CRM
Analytics
Geospatial
e-commerce
Customer engagement
Customer experience
Content

4. Changing marketing technology landscape
2011 2012 2014
~100 ~350 ~950
4
Info source: Scott Brinker JANUARY 7,
2014

5. Marketing content and data continues to grow exponentially
5
TB/yr
2013 2014 2018

6. And it is being consumed constantly across many channels
70 minutes | web browsing
127 minutes | mobile applications
168 minutes | television
6
Sources: New Relic, Apptopia, Flurry, Phonearena

7. Cyber Monday: Biggest US Online Shopping Day Ever
FUN FACTS
US Holiday Ecommerce revenue was $9.6B, up 20%
Email marketing drove 24%, with free (19%) and paid
(16%) search close behind, social (1.5%) was only a blip
Mobile shopping accounted for 20% all online orders
UK spent 88% on paid search for Black Friday
By 2020, the value-add from 'The Internet of Things' will
reach $1.9T worldwide, with 50B devices connected
60% of all goods are bought on the strength of the brand
communications.
Sources: Millard Brown, Custora E-Commerce Pulse, Gartner, Cisco
7

8. Gained media is highly effective: some brands already know it!
8

9. Creating real-time content for social, mobile, web, video
9

10. 10
Rise of the In-House Agency
From 2008 to 2013, use of in-house agencies has
increased to 58% in 2013 from 42% in 2008 (Assoc.
National Advertisers) and companies like Apple and
Google are fueling the creative team come-back by
doing more in-house instead of with an “agency of
record” (Forbes) because:
• Economics—marketers need to do more with less
• Digital, social, and mobile media require
unprecedented speed and agility
• Brands want to own the customer experience

11. Top Content Marketing Challenges
11
90% of all
organizations
use content in
their marketing
efforts.
Source: Demand Metric
Source: Linkedin B2B Technology Content Marketing Report

12. Social media is like word-of-mouth on steroids
Revenue
12
Customer
Takes Action
Experience
The know brand wow
Amplify
Across media channels
Influence
Others behavior, opinions
Extend
Reach and marketshare
Relevance
Awareness Engagement
CUSTOMER
TIME

13. Customer Experience Management (CXM) by the numbers
Marketers believe CXM is
most exciting opportunity
But that the focus on omni-channel
campaign management and
personalization will supersede CXM in the
next 5 years..
13
76%
66%
Marketing has changed more
in the last 2 years than previous
five decades
Technology drives marketing.
Customer focused experiential marketing
requires an obsession with data, deep
understanding of the brand and storylines
20% Believe that their c-suite has
stomach for adaptive,
experiential marketing
Agile marketing requires a business
culture that embraces experimentation
and allows failure.
80% Of marketers agree that the
role of content will grow while
push media effectiveness dies
Right moment, right channel, location-based
1:1 marketing is here to stay
* Adobe Quarterly Digital Intelligence
Briefing

14. 14
Questions
?
Professional Journals Online Lectures Face-to-Face