Delivering digital marketing on the cloud cloud expo 2013, javits center, new york, june 13, 2013


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Delivering digital marketing on the cloud cloud expo 2013, javits center, new york, june 13, 2013

  1. 1. 1 6/10/2013
  2. 2. About Ajit • • • • • • 2 Associate Vice President, Digital Transformation, Infosys Limited Founding Editor of XML Journal Erstwhile J2EE Editor of Java Developer’s Journal/SOA Journal 125+ articles 20+ conferences, US and international 20+ years in IT and Marketing I have a collection of 20,000+ comic books 6/10/2013
  3. 3. About this session I will cover Positive       Digital marketing trends The digital consumer Omni-channel marketing Cloud enabled marketing Big data enabled marketing Delivering digital marketing I won’t cover Χ Χ Χ Χ Χ Cloud infrastructure Big data technologies APIs and design patterns Java, XML, .NET, HTML5, … The answer to life, the universe, and everything (cause we all know it is 42) I hope to make this session informational, interactive, and entertaining 6/10/2013 3
  4. 4. The Yin and Yang of the Digital Enterprise  Build the brand  Promote the Brand Digital Commerce Digital Marketing  Sell the product  Manage the order  Preserve the Brand  Serve the customer  Promote loyalty  Promote Loyalty 6/10/2013 4
  5. 5. Targeting the digital customer Digital Commerce Digital Marketing 6/10/2013 Consumers 5
  6. 6. Reaching the digital customer Personalized Campaigns Actionable Consumer Insights Order management Multichannel Reach The Digital Enterprise Superb Buying Experience 6/10/2013 6 Ubiquitous Virtual Stores Social Collaboration 6
  7. 7. The Digital Consumer Journey 7 Engagement EVALUATE Discovery Reviews Brand Strength Word of Mouth BUY CONSIDER use PURCHASE Introduction Experience Sentiment Commitment Post-purchase Research Sentiment LOYALTY Advocate 6/10/2013 EXPERIENCE Validation
  8. 8. 8 Five recent enablers Enabling Infrastructure virtual, open, scalable and secure to create a timely, consistent experience Smart Devices Connect consumers anywhere, anytime to the things they need and want Partner Ecosystem Focus on consumer experience through Innovative collaboration to satisfy consumer expectations 6/10/2013 Integrated Applications Deliver a seamless experience across channels and functions Actionable Intelligence Valuable data to drive new levels of targeting, personalization, and measurement enabled by technologies
  9. 9. There’s a new C in town 6/10/2013 9
  10. 10. Digital Marketing Trends Predictive Analytics Actionable Insights 6/10/2013 10
  11. 11. Digital marketing projections 6/10/2013 11
  12. 12. Digital Marketing on the Cloud Deployment Models BPaaS Public SaaS PaaS Hybrid IaaS 6/10/2013 Private Community @2013 Infosys Limited 12
  13. 13. 13 6/10/2013 Tablet Mobile Social In-store Kiosk Call Center Marketing Commerce Systems Data Hosting @2013 Infosys Limited Print Support Sell Promote Insights Digital architecture Omni Channel Delivery Desktop
  14. 14. DM components and participants Marketing Component Marketing Mgr. Brand Mgr. Creative Agency Web/Mobile/Social Development Campaign Workbench & Workflows Campaign Project Management Collaboration Portal Marketing Dashboard Agency Dashboard Campaign Management Web and Customer Analytics Web Content Management Digital Asset Management Customer Data Store Unified Customer Profile Store Marketing Web Services Hosted Platform 6/10/2013 @2013 Infosys Limited Dev. Agency IT Operations 14
  15. 15. Why Cloud and Big Data? 6/10/2013 15
  16. 16. What makes a successful digital marketing initiative? “Right-sized” services that demonstrate an understanding of the organization’s environment, ecosystem, stakeholders, and business drivers Maintaining the fine balance between speed to market, cost, and flexibility by leveraging the optimal mix of technologies, products, and processes The Internet CLOUD Deploying once, delivering everywhere, but to the same consumer, one that And BIG you know very well Leveraging 6/10/2013 DATA ANALYTICS 16
  17. 17. Delivering Digital Marketing Marketing Program Size/Maturity Large digital marketing transformation Business Drivers Services Campaign effectiveness Multi-channel marketing Medium digital marketing transformation “Baby-steps” strategy DM Consulting Marketing Strategy Project and Program Management Brand & Agency Liaison Agency Training Marketing Analytics Social Listening Competitive Intelligence Analytics & Reporting Audience Intelligence Web Site Development Digital Asset Development SHARED SERVICES Mobile Development Customer insights/ 3600 view Global vendor consolidation Site and Campaign Support Governance and compliance Central Operations with Global Control Central Operations and Local Control Regional Testing and QA Web Site Hosting Customer targeting Agency Scorecard Agency Workbench Digital Marketing globalization Campaign Management Customer Analytics Site and Asset Migration Campaign Project Mgt. Collaboration Portal Marketing Dashboard SHARED COMPONENTS Largeservice agencies Full digital marketing transformation Web Content Management Digital Asset Management Creative and digital development agencies Agency Relationship 6/10/2013 SEO Customer Data Management Brand Presence @2013 Infosys Limited Marketing Web Services Single/Limited Market Agency Dashboard Multi-category brands Unified Customer Profile Store Single-category brands Creative-only strategy “Baby-steps” agencies 17
  18. 18. Delivering digital marketing On the Cloud Shared Cloud Services Cloud Services Cloud Services  Managed infra  CDN and Video  Tech. stacks     Managed infra CDN and Video Tech. stacks Development Cloud Services      Managed infra CDN and Video Tech. stacks Development MRM        Managed infra CDN and Video Tech. stacks Development. MRM Campaign Mgt. Analytics Full-service Agency Design and Content Agency Creative only Agency Agency handles all aspects of digital property development Agency does the creative and the content and campaign management Campaign planning only Agency Agency does the creative and campaign management Agency only assists in campaign planning Agency Services 6/10/2013 Cloud Services 18
  19. 19. Architecture Delivering Digital Marketing 6/10/2013 @2013 Infosys Limited 19
  20. 20. Clients Delivering Digital Marketing “GLocal” execution was key, benefits of scale without reduction in agility, flexibility End-to-end centrally managed global services ensured compliance Adoption required providing value above what is obvious 6/10/2013 @2013 Infosys Limited 20
  21. 21. 21 Thanks!! 6/10/2013