Digital marketing transformation: How IT can traverse the marketing divide

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This presentation was given at the Ovum Industry Congress in Victoria, London on May 14th 2013. The goal was to advise CIOs and other IT professionals how to approach a collaboration with their marketing colleagues when considering the implementation of an integrated digital marketing system. The presentation covers the kind of systems that marketers need and want, the marketing operating environment and the marketers’ mindset that IT professionals need to consider, and how Marketing and IT can harmonise and work co-operatively. We assess how marketing processes combine with marketing automation, web site optimisation, and multi-channel marketing to leverage enterprise data assets and provide a better brand experience for the connected customer.

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  • How would you perceive a Kindle?Connected Customer Opportunity to sell goods?Employee Opportunity to work whilst travelling?Protagonist Time wasting, threat of IP loss?System Component Opportunity to gather customer feedback
  • Impact:Blurring of boundaries between roles of differenent individuals (consumer vs. customer) and blurring of boundaries between persons of the same individualImplication – all channels are different now / all services need recalibratingBring this to down to marketing department vs. IT – child analogy – plus the marketing and sales discussion – child and anology – pocket money going for cloud – now its trying to build its own house – grand parent that dies… purse resentent – Growing up – evolution of the child
  • Digital marketing transformation: How IT can traverse the marketing divide

    1. 1. © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.1Digital marketingtransformation: How IT cantraverse the marketingdivideGerry.brown@ovum.comAdrian.drury@ovum.comMay 2013
    2. 2. © Copyright Ovum. All rights reserved. Ovum is an Informa business.2 Introduction to the Connected Customer Digital Marketing is Changing What marketers want and need from ITIntroduction / Agenda
    3. 3. © Copyright Ovum. All rights reserved. Ovum is an Informa business.3INTRODUCTION TO THECONNECTED CUSTOMER
    4. 4. © Copyright Ovum. All rights reserved. Ovum is an Informa business.4Behavioural change at the speed of the technology cycle
    5. 5. © Copyright Ovum. All rights reserved. Ovum is an Informa business.5The Connected CustomerThe consumer as a protagonist whocan proactively influence productdevelopment and be a strongadvocate, but who can also disrupt,hack and deliver negative feedbackon the organization, causing branddamage. Not just generation Y Not just B2C All business is now personal
    6. 6. © Copyright Ovum. All rights reserved. Ovum is an Informa business.6Ovum’s Connected Persona MatrixThe consumer as a protagonist whocan proactively influence productdevelopment and be a strongadvocate, but who can also disrupt,hack and deliver negative feedbackon the organization, causing branddamage.IndividualasConnectedCustomerIndividualasEmployeeIndividualas SystemComponentIndividualasProtagonistID
    7. 7. © Copyright Ovum. All rights reserved. Ovum is an Informa business.7Consumer as Connected Customer: IT for customerlifecycle & marketing supply chain optimizationBrandAwarenessProductKnowledgeTransaction &SelectionPriceConsiderationCustomerAdvocacySupport &SatisfactionBroadcast TVspotsOutdoor displayOnline displaySEOSocialSEOSearch & key wordDigital displayDirect mailWeb propertyCouncilCustomerCommunityConversationSales,marketingandcustomercarechannelsPersonalizeddisplayForum presenceSEODynamic mediaOffer managementDaily dealsMulti-channel retailintegrationIn-store presencemarketingTransactionattributionLocation basedmobile voucheringSocialrecommendationSocial discoveryCommunityknowledge basehostingAffiliate offermanagementContact centresupport &personalizationSocial platformsupportCommunitydevelopmentKnowledge basecreationIntegrated, real time view of customer iD, profile and behavior, reached via automated,high frequency media & customer data tradingTechnology convergence of BI, CRM, DAMService convergence of ISV cloudservices, media agency, SI & marketingservice provider
    8. 8. © Copyright Ovum. All rights reserved. Ovum is an Informa business.82013 Connected Customer & Digital Marketing What’s next for Marketing Automation Mega-vendor Digital Marketing Platforms & Strategies – Oracle vs. IBM vs. SAP vs.Adobe vs. SFDC vs. SAS Real Time Bid Advertising – a technology mega-trend Marketing services ODM : Comparing and contrasting the converging SI & Agencyspace CMO / CIO marketing technology decision maker trends Best practice in organization design & transformation for CMO / CIO, agencies & digitalmarketing Re-imaging marketing for an RTB / Programmatic / mobile world Customer facing multi-platform hybrid mobile application development: best practice
    9. 9. © Copyright Ovum. All rights reserved. Ovum is an Informa business.9DIGITAL MARKETING ISCHANGING
    10. 10. © Copyright Ovum. All rights reserved. Ovum is an Informa business.10How Digital Marketing has ChangedSearchWeb sitedevelopmentEmail blastsSearch Engine OptimisationWeb site optimisationMarketing AutomationeCommerceSocial & MobileMulti-channelAnalytics & ReportingAttributionVoice of the CustomerCustomer ExperienceWas:Now is:
    11. 11. © Copyright Ovum. All rights reserved. Ovum is an Informa business.11Beyond the CMO / CIO debate – some perceptiondynamics
    12. 12. © Copyright Ovum. All rights reserved. Ovum is an Informa business.12The Language BarrierMarketing ITLanguage Marketing TechnologyDrivers Revenue Delivery Policy / Standards / ProcessApproach Execute AssessConsiderations Usability IT ArchitectureIT Attractiveness Wow interface and graphics Functional richness / scalabilitySpeed of IT Delivery Need it now Depends on priorities / workloadMeasures of Success Leads and conversions Project completion / Go liveSource: Ovum
    13. 13. © Copyright Ovum. All rights reserved. Ovum is an Informa business.13CIO + CMO partnershipCommunicativeCollaborativeEngagedMutual understandingJoint agendaCommitted resourceEscalation proceduresService Level Agreement (SLA)
    14. 14. © Copyright Ovum. All rights reserved. Ovum is an Informa business.14Digital Marketing: Best practice operationsEnterprise DataMarketingAutomationWeb SiteOptimisationMulti-ChannelCommsConnected Customer
    15. 15. © Copyright Ovum. All rights reserved. Ovum is an Informa business.15Best practice operations 1: Marketing Automation
    16. 16. © Copyright Ovum. All rights reserved. Ovum is an Informa business.16Best practice operations 2: Web Site Optimisation SEO / PPC Metadata and key words User Experience (UX) A/B and multi-variate testing Behavioural targeting Social input / recommendations eCommerce Web site analytics Web Content Management & DAM.com
    17. 17. © Copyright Ovum. All rights reserved. Ovum is an Informa business.17Best practice operations 3: Integrated Multi-ChannelCommunications Email Social media PR / Media Mobile Advertising Events Tele-Marketing / Sales Direct sales / Partners Content Marketing Inbound activity Interaction Scoring and nurturing Relationship Brand advocacy PartnershipChannels Marketing Process
    18. 18. © Copyright Ovum. All rights reserved. Ovum is an Informa business.18Marketing is increasingly a data driven process Demographics Search behaviour Web site visits Purchases Social activity Hardware platform usage Location-based data
    19. 19. © Copyright Ovum. All rights reserved. Ovum is an Informa business.19WHAT MARKETERS WANTAND NEED FROM IT
    20. 20. © Copyright Ovum. All rights reserved. Ovum is an Informa business.20Marketers want cool funky IT at the end of the day . . .
    21. 21. © Copyright Ovum. All rights reserved. Ovum is an Informa business.21How marketers see rules . . .
    22. 22. © Copyright Ovum. All rights reserved. Ovum is an Informa business.22Best practice IT / Marketing relationships stem fromsystems integration, innovation, and positivity Old fashioned DP – joined up data Single customer view Ability to engage and think creatively Available and responsive to problems Fast to implement new systems Willingness to accept continuous change Say “Yes” not “Yes, but . . . “
    23. 23. © Copyright Ovum. All rights reserved. Ovum is an Informa business.23Summary & Conclusions Digital Marketing has changed – its no longer simple CIOs and CMOs need to find a common language – and an agreedperformance charter Digital Marketing is about leveraging enterprise data using(i) marketing automation (ii) web site optimisation, and(iii) multi-channels, into connected customers Marketers want their digital marketing solutions to becool, funky, and breaking all the rules . . . There’s still a role for old fashioned DP – joined up datathat provides marketers with a single customer view
    24. 24. © Copyright Ovum. All rights reserved. Ovum is an Informa business.24“THANK YOU FORLISTENING!”ADRIAN DRURY &GERRY BROWNPS WE HOPE YOU ENJOYTHE MARKETINGAUTOMATION REPORT

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