More Related Content Similar to Digital marketing transformation: How IT can traverse the marketing divide (20) More from Gerry Brown (7) Digital marketing transformation: How IT can traverse the marketing divide1. © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.1
Digital marketing
transformation: How IT can
traverse the marketing
divide
Gerry.brown@ovum.com
Adrian.drury@ovum.com
May 2013
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Introduction to the Connected Customer
Digital Marketing is Changing
What marketers want and need from IT
Introduction / Agenda
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INTRODUCTION TO THE
CONNECTED CUSTOMER
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Behavioural change at the speed of the technology cycle
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The Connected Customer
The consumer as a protagonist who
can proactively influence product
development and be a strong
advocate, but who can also disrupt,
hack and deliver negative feedback
on the organization, causing brand
damage.
Not just generation Y
Not just B2C
All business is now personal
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Ovum’s Connected Persona Matrix
The consumer as a protagonist who
can proactively influence product
development and be a strong
advocate, but who can also disrupt,
hack and deliver negative feedback
on the organization, causing brand
damage.
Individual
as
Connected
Customer
Individual
as
Employee
Individual
as System
Component
Individual
as
Protagonist
ID
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Consumer as Connected Customer: IT for customer
lifecycle & marketing supply chain optimization
Brand
Awareness
Product
Knowledge
Transactio
n &
Selection
Price
Consideration
Customer
Advocacy
Support &
Satisfaction
Broadcast TV
spots
Outdoor display
Online display
SEO
Social
SEO
Search & key word
Digital display
Direct mail
Web property
CouncilCustomerCommunityConversation
Sales,marketingand
customercarechannels
Personalized
display
Forum presence
SEO
Dynamic media
Offer management
Daily deals
Multi-channel retail
integration
In-store presence
marketing
Transaction
attribution
Location based
mobile vouchering
Social
recommendation
Social discovery
Community
knowledge base
hosting
Affiliate offer
management
Contact centre
support &
personalization
Social platform
support
Community
development
Knowledge base
creation
Integrated, real time view of customer iD, profile and behavior, reached via automated,
high frequency media & customer data trading
Technology convergence of BI, CRM, DAM
Service convergence of ISV cloud
services, media agency, SI & marketing
service provider
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2013 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 & Agency
space
CMO / CIO marketing technology decision maker trends
Best practice in organization design & transformation for CMO / CIO, agencies & digital
marketing
Re-imaging marketing for an RTB / Programmatic / mobile world
Customer facing multi-platform hybrid mobile application development: best practice
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DIGITAL MARKETING IS
CHANGING
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How Digital Marketing has Changed
Search
Web site
development
Email blasts
Search Engine Optimisation
Web site optimisation
Marketing Automation
eCommerce
Social & Mobile
Multi-channel
Analytics & Reporting
Attribution
Voice of the Customer
Customer Experience
Was:
Now is:
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Beyond the CMO / CIO debate – some perception
dynamics
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The Language Barrier
Marketing IT
Language Marketing Technology
Drivers Revenue Delivery Policy / Standards / Process
Approach Execute Assess
Considerations Usability IT Architecture
IT Attractiveness Wow interface and graphics Functional richness / scalability
Speed of IT Delivery Need it now Depends on priorities / workload
Measures of Success Leads and conversions Project completion / Go live
Source: Ovum
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CIO + CMO partnership
Communicative
Collaborative
Engaged
Mutual understanding
Joint agenda
Committed resource
Escalation procedures
Service Level Agreement (SLA)
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Digital Marketing: Best practice operations
Enterprise Data
Marketing
Automation
Web Site
Optimisation
Multi-
Channel
Comms
Connected Customer
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Best practice operations 1: Marketing Automation
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Best 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
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Best practice operations 3: Integrated Multi-Channel
Communications
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
Partnership
Channels Marketing Process
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Marketing is increasingly a data driven process
Demographics
Search behaviour
Web site visits
Purchases
Social activity
Hardware platform usage
Location-based data
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WHAT MARKETERS WANT
AND NEED FROM IT
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Marketers want cool funky IT at the end of the day . . .
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How marketers see rules . . .
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Best practice IT / Marketing relationships stem from
systems 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 . . . “
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Summary & Conclusions
Digital Marketing has changed – its no longer simple
CIOs and CMOs need to find a common language – and an agreed
performance 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 be
cool, funky, and breaking all the rules . . .
There’s still a role for old fashioned DP – joined up data
that provides marketers with a single customer view
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“THANK YOU FOR
LISTENING!”
ADRIAN DRURY &
GERRY BROWN
PS WE HOPE YOU ENJOY
THE MARKETING
AUTOMATION REPORT
Editor's Notes 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