© 2014 IO Integration, Inc. All rights reserved.
Contextual Customer Experiences
and Brand Leaders
© 2014 IO Integration, Inc. All rights reserved. 2
How far has advertising moved on from print?
© 2014 IO Integration, Inc. All rights reserved. 3
Technology now drives all marketing conversations
…with consumers
acros...
© 2014 IO Integration, Inc. All rights reserved. 4
Mission
Tactics
Measurement
Customer
Intelligence
THEN NOW
Represent th...
© 2014 IO Integration, Inc. All rights reserved.© 2014 IO Integration, Inc. All rights reserved.
Marketing environments ar...
© 2014 IO Integration, Inc. All rights reserved. 6
And it‘s beginning to answer one very important question . . .
“How do ...
© 2014 IO Integration, Inc. All rights reserved.
But . . .
It’s
not as simple
AS THAT.
© 2014 IO Integration, Inc. All rights reserved.
After all marketing is about . . .
+People Process
© 2014 IO Integration, Inc. All rights reserved.
Marketing content and data will continue to grow . . .
TB/yr
2013 2014 20...
© 2014 IO Integration, Inc. All rights reserved. 10
Along with more marketing technologies and providers
~100 ~350 ~950
20...
© 2014 IO Integration, Inc. All rights reserved. 11
This rapid-growth market means growing divergence
© 2014 IO Integration, Inc. All rights reserved.
Complex
Business
Information Retail
E-commerce
Social
Distribution
Commer...
© 2014 IO Integration, Inc. All rights reserved.
Building 1:1 Consumer Relationships will be challenging
13
© 2014 IO Integration, Inc. All rights reserved. 14
Did you
know?
60% of all goods
are bought on the strength
of the brand...
© 2014 IO Integration, Inc. All rights reserved.
And some brands already know this!
© 2014 IO Integration, Inc. All rights reserved.
Apps
CRMs
Marketing
Media Channels
Events & Promotions
Social Media
Magaz...
© 2014 IO Integration, Inc. All rights reserved.
Web
Print
Mobile
Social Networks
PIM/ERP
CRM
Analytics
Geospatial
e-comme...
© 2014 IO Integration, Inc. All rights reserved. 18
As technology is transforming marketing operations . . .
The tradition...
© 2014 IO Integration, Inc. All rights reserved. 19
Marketing technology also drives marketing behavior
© 2014 IO Integration, Inc. All rights reserved.
An Enterprise Content Marketing
Solution (CMS) that automates the
creatio...
© 2014 IO Integration, Inc. All rights reserved.
The key is optimizing performance across your channels
Agile/Adap
tive
Ma...
© 2014 IO Integration, Inc. All rights reserved.
• Centalize all media-content assets
• Build a uniform Global Creative/Pu...
© 2014 IO Integration, Inc. All rights reserved.
Enterprise
Social Network
censhare
Store On Premise Cloud SaaS
On an inte...
© 2014 IO Integration, Inc. All rights reserved.
Content
Context
&
© 2014 IO Integration, Inc. All rights reserved.
Information relationships is key to context success
Analytic tools
BiGDAT...
© 2014 IO Integration, Inc. All rights reserved.
User Interface in censhare 5
© 2014 IO Integration, Inc. All rights reserved.
User Interface in censhare 5
© 2014 IO Integration, Inc. All rights reserved.
User Interface in censhare 5
© 2014 IO Integration, Inc. All rights reserved.
User Interface in censhare 5
© 2014 IO Integration, Inc. All rights reserved.
User Interface in censhare 5
© 2014 IO Integration, Inc. All rights reserved.
In the Age of the Customer
Where brands orchestrate context
related conte...
© 2014 IO Integration, Inc. All rights reserved.
Website
POS
Mail
App
Social
Portal
Sales
Literature
Advertising
Price
Lis...
© 2014 IO Integration, Inc. All rights reserved.
Website
POS
Mail
App
Social
Portal
Sales
Literature
Advertising
Price
Lis...
© 2014 IO Integration, Inc. All rights reserved.
Website
POS
Mail
App
Social
Portal
Sales
Literature
Advertising
Price
Lis...
© 2014 IO Integration, Inc. All rights reserved.
Website
POS
Mail
App
Social
Portal
Sales
Literature
Advertising
Price
Lis...
© 2014 IO Integration, Inc. All rights reserved.
Because it's not the content of your messages, it‘s their relevance that
...
© 2014 IO Integration, Inc. All rights reserved.
Brand
Experiences
Leaders
© 2014 IO Integration, Inc. All rights reserved. 39
GoPro consuming customer content to drive relevance . . .
© 2014 IO Integration, Inc. All rights reserved. 40
Visa building inbound consumer apps, compelling experiences
© 2013 IO Integration, Inc. All rights reserved. 41
NFL – builds in-house networks to engage fans
© 2013 IO Integration, Inc. All rights reserved. 42
Under Armour buys worlds largest fitness tracking platform
© 2013 IO Integration, Inc. All rights reserved. 43
What is Redbull: a drinks manufacturer or a lifestyle brand?
© 2013 IO Integration, Inc. All rights reserved. 44
And what is Redbull a manufacturer of drinks or an adventure brand?
© 2013 IO Integration, Inc. All rights reserved. 45
© 2013 IO Integration, Inc. All rights reserved. 46
Is Yahoo a high-tech company or content business in transformation?
© 2013 IO Integration, Inc. All rights reserved. 47
In car content: the new media platform?
© 2014 IO Integration, Inc. All rights reserved.
Get content right and you will find that customers
Your
brand!
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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 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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Transcript of "How to Have Contextual Customer Conversations and Omnichannel Brand Leaders that are Doing It"

  1. 1. © 2014 IO Integration, Inc. All rights reserved. Contextual Customer Experiences and Brand Leaders
  2. 2. © 2014 IO Integration, Inc. All rights reserved. 2 How far has advertising moved on from print?
  3. 3. © 2014 IO Integration, Inc. All rights reserved. 3 Technology now drives all marketing conversations …with consumers across every media platform
  4. 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. 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. 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. 7. © 2014 IO Integration, Inc. All rights reserved. But . . . It’s not as simple AS THAT.
  8. 8. © 2014 IO Integration, Inc. All rights reserved. After all marketing is about . . . +People Process
  9. 9. © 2014 IO Integration, Inc. All rights reserved. Marketing content and data will continue to grow . . . TB/yr 2013 2014 2018
  10. 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. 11. © 2014 IO Integration, Inc. All rights reserved. 11 This rapid-growth market means growing divergence
  12. 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. 13. © 2014 IO Integration, Inc. All rights reserved. Building 1:1 Consumer Relationships will be challenging 13
  14. 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. 15. © 2014 IO Integration, Inc. All rights reserved. And some brands already know this!
  16. 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. 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. 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. 19. © 2014 IO Integration, Inc. All rights reserved. 19 Marketing technology also drives marketing behavior
  20. 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. 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. 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. 23. © 2014 IO Integration, Inc. All rights reserved. Enterprise Social Network censhare Store On Premise Cloud SaaS On an integrated technology platform
  24. 24. © 2014 IO Integration, Inc. All rights reserved. Content Context &
  25. 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. 26. © 2014 IO Integration, Inc. All rights reserved. User Interface in censhare 5
  27. 27. © 2014 IO Integration, Inc. All rights reserved. User Interface in censhare 5
  28. 28. © 2014 IO Integration, Inc. All rights reserved. User Interface in censhare 5
  29. 29. © 2014 IO Integration, Inc. All rights reserved. User Interface in censhare 5
  30. 30. © 2014 IO Integration, Inc. All rights reserved. User Interface in censhare 5
  31. 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. 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. 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. 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. 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. 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. 37. © 2014 IO Integration, Inc. All rights reserved. Brand Experiences Leaders
  38. 38. © 2014 IO Integration, Inc. All rights reserved. 39 GoPro consuming customer content to drive relevance . . .
  39. 39. © 2014 IO Integration, Inc. All rights reserved. 40 Visa building inbound consumer apps, compelling experiences
  40. 40. © 2013 IO Integration, Inc. All rights reserved. 41 NFL – builds in-house networks to engage fans
  41. 41. © 2013 IO Integration, Inc. All rights reserved. 42 Under Armour buys worlds largest fitness tracking platform
  42. 42. © 2013 IO Integration, Inc. All rights reserved. 43 What is Redbull: a drinks manufacturer or a lifestyle brand?
  43. 43. © 2013 IO Integration, Inc. All rights reserved. 44 And what is Redbull a manufacturer of drinks or an adventure brand?
  44. 44. © 2013 IO Integration, Inc. All rights reserved. 45
  45. 45. © 2013 IO Integration, Inc. All rights reserved. 46 Is Yahoo a high-tech company or content business in transformation?
  46. 46. © 2013 IO Integration, Inc. All rights reserved. 47 In car content: the new media platform?
  47. 47. © 2014 IO Integration, Inc. All rights reserved. Get content right and you will find that customers Your brand!
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