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SapientNitro: Multi-channel and the Convergence of Marketing, Commerce & Customer Service
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SapientNitro: Multi-channel and the Convergence of Marketing, Commerce & Customer Service

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Technology has changed the consumer-brand relationship forever. Brands no longer choose their consumers. Consumers choose them. They no longer differentiate between the channels brands use to speak to …

Technology has changed the consumer-brand relationship forever. Brands no longer choose their consumers. Consumers choose them. They no longer differentiate between the channels brands use to speak to them. Technology has forever blurred marketing, commerce, and customer service. This presentation will explore this changing dynamic in consumer-brand interaction, the implications it has on how organizations market to, sell to and service their customers and the tools they need to find, engage and, quite frankly, keep up with today's always on, on-the-go, connected and fleeting consumer.

Dan Barnicle, VP, Content Management & Collaboration, SapientNitro

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  • 1. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL SapientNitro SM Multi-channel and the convergence of marketing, commerce and customer service
  • 2. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
  • 3. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL THAT TECHNOLOGY AFFECTS THE CONSUMER-BRAND RELATIONSHIP IS NOTHING NEW…
  • 4. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL ONLY 4 OUT OF 100 AMERICANS UNDER THE AGE OF 50 CAN REMEMBER THE NAME OF SOMEONE AT THEIR BANK Where is the love?
  • 5. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL THE ATM CHANGED EVERYTHING...
  • 6. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL THAT TECHNOLOGY AFFECTS THE CONSUMER-BRAND RELATIONSHIP IS NOTHING NEW… …but now it’s changing the consumer fasting then the brands can keep up
  • 7. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
  • 8. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL THE LOCUS OF CONTROL HAS SHIFTED FROM THE BRAND TO THE CONSUMER…
  • 9. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL MASS MARKETING, circa 1950s
  • 10. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL MASS MARKETING, circa 1950s
  • 11. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL MERCHANDISING & COMMERCE, circa 1950s
  • 12. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL MERCHANDISING & COMMERCE, circa 1950s
  • 13. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL CONSIDER THIS…
  • 14. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL 1 4 © COPYRIGHT 2010 SAPIENT CORPORATION
  • 15. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL 1 5 © COPYRIGHT 2010 SAPIENT CORPORATION
  • 16. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL IMAGINE…
  • 17. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
  • 18. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
  • 19. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
  • 20. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
  • 21. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
  • 22. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL © COPYRIGHT 2010 SAPIENT CORPORATION
  • 23. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL What use to be this….
  • 24. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL Is now this
  • 25. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL Internet map, opte.org TECHNOLOGY
  • 26. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
  • 27. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL BRAND
  • 28. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL BRANDMOMENTS
  • 29. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL The challenge for brands is to create technologically enabled, compelling that culminate in lasting, CONSUMER-BRAND RELATIONSHIPS. MOMENTS
  • 30. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL WHY DON’T WE SEE (MORE) EXAMPLES LIKE THIS, YET?
  • 31. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL MOST COMPANIES ARE STILL ORGANIZED IN AN ‘UPDATED’ VERSION OF THE 1950’s
  • 32. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
  • 33. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL ONLINE SHOP eCommerce Group DEALER/RETAIL SITE Store Operations/ Dealer/ Franchisee SUPPORT SITE Customer Service Department BRAND SITE/ONLINE ADS Digital Marketing Department
  • 34. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL 34 $70 BILLION COMCAST REPORTS 62% OF THEIR VIEWERS HAD TIME-SHIFTED A TV SHOW THAT JUMPS TO 83% FOR THOSE 25 OR YOUNGER 64% OF AMERICANS GET SOME, MOST OR ALL OF THEIR TV CONTENT ONLINE SOON THERE WILL BE NO DIFFERENCE BETWEEN TRADITIONAL AND ONLINE TV
  • 35. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL 35
  • 36. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL 36
  • 37. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL 37
  • 38. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL BRAND SITE/ONLINE ADS Digital Marketing Department TRADITIONAL ‘BOUGHT’ MEDIA Media Planning/ Marketing Department Customer Engagement Department ONLINE SHOP eCommerce Group DEALER/RETAIL SITE Store Operations/ Dealer/ Franchisee SUPPORT SITE Customer Service Department
  • 39. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL 393 9 © COPYRIGHT 2010 SAPIENT CORPORATION
  • 40. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL 40
  • 41. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL 41
  • 42. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
  • 43. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL SO, WHAT TOOLS DOES THE CUSTOMER ENGAGEMENT DEPARTMENT NEED?
  • 44. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL MULTI-CHANNEL CONTENT DELIVERY CHANNEL/DEVICE-SPECIFIC PRESENTATION MANAGEMENT CHANNEL-AGNOSTIC CONTENT MANAGEMENT CONTEXT-AWARENESS AND CONTENT-TARGETING MARKETING CAMPAIGN MANAGEMENT CREATIVE WORKFLOW TOOLS
  • 45. © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL CROSS-CHANNEL EXPERIENCE MANAGEMENT, ANALYTICS & OPTIMIZATION CONTEXT-AWARENESS AND CONTENT TARGETING CUSTOMER DATA & IDENTITY MANAGEMENT MERCHANDISING MANAGEMENT COMMERCE/TRANSACTIONAL SYSTEM INTEGRATION AD-SYSTEM INTEGRATION
  • 46. 46 © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL Thank You

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