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How to Have Contextual Customer Conversations and Omnichannel Brand Leaders that are Doing It

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Marketing technology is changing the way marketeers, brand owners and IT managers approach customer experience management. Traditional and digital media channels are merging and the re-use of content …

Marketing technology is changing the way marketeers, brand owners and IT managers approach customer experience management. Traditional and digital media channels are merging and the re-use of content that tells a compelling story must be delivered in exactly the right moment and context to customers. There are hundreds of different media channels. Marketing must be agile and measure results, and switch immediately to optimize their messaging and on which channels now that it is driven more by individual consumer events, than by traditional campaigns. See how top brands are starting omnichannel contextual customer conversations and how you can too.

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  • 1. © 2014 IO Integration, Inc. All rights reserved. Contextual Customer Experiences and Brand Leaders
  • 2. © 2014 IO Integration, Inc. All rights reserved. 2 How far has advertising moved on from print?
  • 3. © 2014 IO Integration, Inc. All rights reserved. 3 Technology now drives all marketing conversations …with consumers across every media platform
  • 4. © 2014 IO Integration, Inc. All rights reserved. 4 Mission Tactics Measurement Customer Intelligence THEN NOW Represent the brand Finding customer Mass Advertising Demographic Point in time blasts Few isolated channels 3rd party table Intuitive decision making • Represent the consumer • Find the consumer • 1:1 targeting • Behavioral • Continuous relationship • Exploding integration channels • Owned big data • Fact based decision making Marketing is transforming quickly from unknown to the known
  • 5. © 2014 IO Integration, Inc. All rights reserved.© 2014 IO Integration, Inc. All rights reserved. Marketing environments are converging Digital Marketing Channels Traditional Marketing Channels Customer Omnichannel Customer Experiences
  • 6. © 2014 IO Integration, Inc. All rights reserved. 6 And it‘s beginning to answer one very important question . . . “How do I know my marketing is working and that my communication investments are paying off?
  • 7. © 2014 IO Integration, Inc. All rights reserved. But . . . It’s not as simple AS THAT.
  • 8. © 2014 IO Integration, Inc. All rights reserved. After all marketing is about . . . +People Process
  • 9. © 2014 IO Integration, Inc. All rights reserved. Marketing content and data will continue to grow . . . TB/yr 2013 2014 2018
  • 10. © 2014 IO Integration, Inc. All rights reserved. 10 Along with more marketing technologies and providers ~100 ~350 ~950 2011 2012 2014 Info source: Scott Brinker JANUARY 7, 2014
  • 11. © 2014 IO Integration, Inc. All rights reserved. 11 This rapid-growth market means growing divergence
  • 12. © 2014 IO Integration, Inc. All rights reserved. Complex Business Information Retail E-commerce Social Distribution Commercial Partnerships And more channels to manage and influence
  • 13. © 2014 IO Integration, Inc. All rights reserved. Building 1:1 Consumer Relationships will be challenging 13
  • 14. © 2014 IO Integration, Inc. All rights reserved. 14 Did you know? 60% of all goods are bought on the strength of the brand communications Source: Millard Brown We know great content improves brand communications
  • 15. © 2014 IO Integration, Inc. All rights reserved. And some brands already know this!
  • 16. © 2014 IO Integration, Inc. All rights reserved. Apps CRMs Marketing Media Channels Events & Promotions Social Media Magazines Web2Print Intranets Websites Blogs Data & Information Branded content consumer brand value So it‘s important that your content communicates Strategy
  • 17. © 2014 IO Integration, Inc. All rights reserved. Web Print Mobile Social Networks PIM/ERP CRM Analytics Geospatial e-commerce Customer engagement Customer experience Content But even more important that your content resonates
  • 18. © 2014 IO Integration, Inc. All rights reserved. 18 As technology is transforming marketing operations . . . The traditional annual planning routine is ripe for extinction. 69% of our B2B marketing leaders say that conditions change too quickly to keep plans current.
  • 19. © 2014 IO Integration, Inc. All rights reserved. 19 Marketing technology also drives marketing behavior
  • 20. © 2014 IO Integration, Inc. All rights reserved. An Enterprise Content Marketing Solution (CMS) that automates the creation, production and execution of media content across multiple- marketing channels. • Creating once delivering multiple digital and traditional Consumer experiences. • Executing through internal and external communication channels Media Asset Management Publishing / Creative All Channels TraditionalDigital Consumer Experience But technology can also help if you have a strategy
  • 21. © 2014 IO Integration, Inc. All rights reserved. The key is optimizing performance across your channels Agile/Adap tive Marketing Strategies Website Webshop Social Media Public Relations Advertising Promotions Point of Sale Media Dealers
  • 22. © 2014 IO Integration, Inc. All rights reserved. • Centalize all media-content assets • Build a uniform Global Creative/Publishing Platform • Enable all online, offline, social and mobile media • Integrate ERP/CRM for personalized context • Build uniform, agile and adaptive content experiences • Listen and analyze content interactions • Deliver relevant, engaging and interactive content And then building an omni-channel content strategy
  • 23. © 2014 IO Integration, Inc. All rights reserved. Enterprise Social Network censhare Store On Premise Cloud SaaS On an integrated technology platform
  • 24. © 2014 IO Integration, Inc. All rights reserved. Content Context &
  • 25. © 2014 IO Integration, Inc. All rights reserved. Information relationships is key to context success Analytic tools BiGDATA Mobile Websites Print Social Network Microsites CRM systems
  • 26. © 2014 IO Integration, Inc. All rights reserved. User Interface in censhare 5
  • 27. © 2014 IO Integration, Inc. All rights reserved. User Interface in censhare 5
  • 28. © 2014 IO Integration, Inc. All rights reserved. User Interface in censhare 5
  • 29. © 2014 IO Integration, Inc. All rights reserved. User Interface in censhare 5
  • 30. © 2014 IO Integration, Inc. All rights reserved. User Interface in censhare 5
  • 31. © 2014 IO Integration, Inc. All rights reserved. In the Age of the Customer Where brands orchestrate context related content consumption through multiple-consumer driven interactions, to deliver relevancy, connections and relationships. Have a Customer Conversation
  • 32. © 2014 IO Integration, Inc. All rights reserved. Website POS Mail App Social Portal Sales Literature Advertising Price List Reports You Understand Your Channels: Building Contextual Consumer Experiences
  • 33. © 2014 IO Integration, Inc. All rights reserved. Website POS Mail App Social Portal Sales Literature Advertising Price List Reports External Information Analytics Patterns Profiles Master Data Location Context: how and where content gets consumed
  • 34. © 2014 IO Integration, Inc. All rights reserved. Website POS Mail App Social Portal Sales Literature Advertising Price List Reports External Information Analytics Patterns Profiles Master Data Location How to start this conversation?
  • 35. © 2014 IO Integration, Inc. All rights reserved. Website POS Mail App Social Portal Sales Literature Advertising Price List Reports External Information Analytics Patterns Profiles Master Data Location CONTEXT CUSTOMER EXPERIENCE Bring it altogether, and you can start to build
  • 36. © 2014 IO Integration, Inc. All rights reserved. Because it's not the content of your messages, it‘s their relevance that defines impact and drives your customer‘s engagement. Customer Conversations Context Content Customer Omnichannel Customer Experiences
  • 37. © 2014 IO Integration, Inc. All rights reserved. Brand Experiences Leaders
  • 38. © 2014 IO Integration, Inc. All rights reserved. 39 GoPro consuming customer content to drive relevance . . .
  • 39. © 2014 IO Integration, Inc. All rights reserved. 40 Visa building inbound consumer apps, compelling experiences
  • 40. © 2013 IO Integration, Inc. All rights reserved. 41 NFL – builds in-house networks to engage fans
  • 41. © 2013 IO Integration, Inc. All rights reserved. 42 Under Armour buys worlds largest fitness tracking platform
  • 42. © 2013 IO Integration, Inc. All rights reserved. 43 What is Redbull: a drinks manufacturer or a lifestyle brand?
  • 43. © 2013 IO Integration, Inc. All rights reserved. 44 And what is Redbull a manufacturer of drinks or an adventure brand?
  • 44. © 2013 IO Integration, Inc. All rights reserved. 45
  • 45. © 2013 IO Integration, Inc. All rights reserved. 46 Is Yahoo a high-tech company or content business in transformation?
  • 46. © 2013 IO Integration, Inc. All rights reserved. 47 In car content: the new media platform?
  • 47. © 2014 IO Integration, Inc. All rights reserved. Get content right and you will find that customers Your brand!