How Top Brands Create Killer Omnichannel Customer Experiences

2. 2 Presenter: Rich Carroll Bio: Technical Account Manager, IO Integration Previous: Creative IT lead for Leo Burnett: OS9->OSX for 600 mac users, custom Marketing Automation solutions for US Army and Starbucks, Quark -> InDesign Background: Studio and portrait photography. In home baby photography. Commercial Photo lab tech during transition from analog to digital. Contact: rich@iointegration.com

3. 3 Presenter: Jill Talvensaari Bio: VP Marketing & Customer Engagement, IO Integration Previous: Product Marketing executive at technology start-ups and enterprises alike including: Akeena Solar, Adobe, Microsoft, Equifax, Paralon, Verisign, Digital River, Moxie Education: MBA International Marketing, Seattle University; BA in Quantitative Economics and Decision Systems, BS in Cognitive Science, UC San Diego (Secret Sauce: marketing ninja whose superpower is connecting ideas, people, and technology to achieve awesome) Contact: jill@iointegration.com @ioi_inc

4. Everyone wants customers that YOUR BRAND! 4

5. Content marketing is changing rapidly. . . through technology 5 WHAT USED TO BE THIS HAS NO BECOME THIS Mass publication of content pushed to the consumer without knowing the consumer or the context HAS NOW BECOME THIS

6. Technology is driving new conversations . . . 6 …with consumers across every media platform

7. Marketing is transforming from unknown to known 7 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

8. You know you live in the Information Age when… 8 Consuming Content is like a losing a Tetris battle.

9. Marketing content and data will continue to grow 9 TB/yr 2013 2014 2018

10. Content is King Did you know… 60% of all goods are bought on the strength of the brand communications. Source: Millard Brown 10

11. And it is being consumed constantly across many channels 70 minutes | web browsing 127 minutes | mobile applications 168 minutes | television 11

12. With more channels to manage and influence . . . 12 Retail E-commerce Social Distribution Commercial Partnerships

13. And more marketing technology means clarity is paramount 2011 2012 2014 ~100 ~350 ~950 13 Info source: Scott Brinker JANUARY 7, 2014

14. And content isn’t a fad, it’s the ERP for brands Customer 14 ERP / Business Software CRM Software Communications Software

15. Enter omni-channel customer experience management (CXM) OMNI CHANNEL EXPERIENCE TRADITIONAL DIGITAL 15

16. Foundations & Integrations Fuel Successful Omni-Channel Management MAM Campaign Management 16 Feedback & Analytics Metadata Governance

17. © 2014 IO Integration, Inc. All rights reserved. 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

18. 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.. 18 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

19. Content = Information + Experience 19

20. Experiences Create More Happiness than Material Goods 20

21. How do you get customer experiences that increase sales? CONTENT MARKETING STRATEGY BUILDS ON THESE 4 PILLARS Revenue 21 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 CXM STRATEGY = $$$

22. Think about all the channels you facilitate and leverage Your Brand 22

23. So content strategy and technology needs to be integrated 23

24. Content Marketing Technology Success 24 Starts with great storytelling to the right person, the right way. Technology delivers the message in the moment. Message received.

25. But it’s even more important that your content resonates 25 Web Print Mobile Social Networks PIM/ERP CRM Analytics Geospatial e-commerce Customer engagement Customer experience Content

26. Experiment to maximize value of Content Communications 26 Apps CRMs Marketing Media Channels Events & Promotions Social Media Magazines Web2Print Intranets Websites Blogs Data & Information Branded content consumer brand value

27. And you are able to optimize performance across channels 27 Agile/ Adaptive Marketing Strategies Website Webshop Social Media Public Relations Advertising Promotions Point of Sale Media Dealers

28. The Best Content Strategy: Building 1:1 Consumer Relationships 28 1:1

29. These companies have amazing customer experiences, so customers... THE BRAND! 29

30. GoPro – Camera Manufacturer or Media Powerhouse? Personalized relevant content based on the consumers interaction with the brand SELLS and creates FANS 30

31. Gained media is highly effective: some brands already know it! 31

32. What is Redbull: drinks manufacturer or an adventure brand? 32

33. Nike: Running shoes or dreams of the healthy lifestyle? 33

34. Visa builds inbound consumer apps for compelling experiences 34

35. BMW, Germany 35 Brand Promotion • International Sales Literature • Modules • Digital Asset Management • Translation Management • Localization Management • Workflow and Process Management • Content Management • Users • > 600

36. Dyson, UK 36 Brand Communications Worldwide Marketing Communications Modules • Digital Asset Management • Translation Management • Localization Management • Workflow and Process Management • Content Management Users • > 300

37. GoPro, USA 37 Brand Experience Content Acquisition and Web Experience Video and Photo of the Day Modules • Digital Asset Management • Translation Management • Workflow and Process Management • Content Management Users • > 100

38. 38 Brand Personalization Localized Marketing, Tabs in 14 Regions Personalized 1:1 Offers (150% inc. conversion) Brand Ecosystem for Partners, Distributors Centralized Marketing Technology Stack Modules • Digital Asset and Localization Management • Workflow and Process Management • Content Management Users • > 1000 Retail Top Retailer, USA

39. Connecting the Content Strategy to the Consumer Story MEASUREMENT 39 Content Strategy • Media • Analytics • Research • CRM • Ingestion • Profiles “What works and why” “Tactics, timing, positioning” Content Technology • Creation • Production • Delivery • Platforms • Meta-data • Integration “How it gets executed” “Scalability, relevance, speed” Constomer Experience • Engagement • Relevance • Purchasing • Interaction • Influence • Amplification “Brand storytelling, personalization” “Message, interact, share”

40. Content Marketing Technology Vision 40

41. Enabled by using smart people and smarter technology BEST PRACTICES • Centralize all media content for single point of truth for multi-channel publishing – online, offline, social, mobile, video • Integrate mktg ops/ERP/CRM/ecommerce • Focus on usability and seamless web and mobile experience • Listen and analyze content interactions, optimize • Deliver relevant, engaging and interactive content 41 Media Asset Management Publishing / Creative All Channels Online Offline Consumer Experience

42. BUT REMEMBER Clean your house first. Analyze and enhance your metadata, workflows, and integrations to support a Digital Content ecosystem. Don’t recreate broken, manual or non-Digital processes. 42

43. 43 CXM Strategy: Keys to success ID Know what success looks like before you start KISS Keep it simple and stupid RINSE, REPEAT Measure performance, recalibrate, try new things

44. And your customers will really . . . YOUR BRAND! 44

45. 45 Thank you! Contextual Content builds A more powerful experience built on knowledge and insights

How Top Brands Create Killer Omnichannel Customer Experiences

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