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Oracle at DIS: Marketing and Technology — It’s Now a Hybrid World

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Technology is fueling an entirely new and empowered consumer who depends daily on mobile, social and cloud platforms to interact with their world like never before. And it's requiring brands and ...

Technology is fueling an entirely new and empowered consumer who depends daily on mobile, social and cloud platforms to interact with their world like never before. And it's requiring brands and businesses to completely rethink their entire customer approach. Let's face it: It's a consumer-centric world. Marketing and technology are now forever tied. And that transformational shift is bringing changes with today's CMO and CIO. As their worlds intersect, the need for collaboration, alignment and possibly an entirely new position emerges. Join Oracle Sound Cloud's Erika Brookes as she discusses the converging worlds of today's CMO & CIO--and the emergence of the Chief Digital Officer (CDO).
Presenter: Erika Brookes, vp, product strategy, Oracle Social Cloud, Oracle

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Oracle at DIS: Marketing and Technology — It’s Now a Hybrid World Presentation Transcript

  • 1. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.1
  • 2. Marketing and Technology:It’s a Hybrid WorldErika BrookesVP, Product Strategy, Oracle Social CloudDigiday Innovation SummitMay 16, 2013Las Vegas
  • 3. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.3Safe Harbor StatementThe following is intended to outline our general product direction.It is intended for information purposes only, and may not beincorporated into any contract. It is not a commitment to deliverany material, code, or functionality, and should not be relied uponin making purchasing decisions. The development, release, andtiming of any features or functionality described for Oracle’sproducts remains at the sole discretion of Oracle.Technology Changing EverythingMobile, Digital, Social, Cloud & Data
  • 4. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.4Consumerization has affected our business.Mass media Internet / 1:1 Social/MobileCustomer Powerand ChoiceCompany Powerand VoiceCUSTOMERS TAKECONTROL1% of consumers feel thattheir expectations fora good experienceare met86% of consumers willpay more for a bettercustomer experience89% of consumersswitched to acompetitor after apoor experienceSource: 2011 Customer Experience Impact Report (CEI), based on a survey commissioned by RightNow and conducted by Harris Interactive.
  • 5. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.5The Age of the Empowered ConsumerCreating a Data-Driven, Customer-Centric World75%Of digital informationis generated byindividuals (IDC)20XData volume will growto 20X what it is todayby 2020 (Gartner)
  • 6. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.6Mobile is Propelling Behavior ChangeSources: O2 Mobile Usage Study (June ‘12); comScore MobiLens (3 month average ending Dec. ‘11)• 55% Smartphone Penetration inthe U.S., Over 1 BillionWorldwide.• 63% of all Smartphone Users areSocial NetworkersThe anywhere and everywhere connected lifestyle• More than 2 hours per day spentwith smartphones – overtakingonline time.• Top Smartphone Activity: #3Facebook/Social Networking
  • 7. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.7© 2012 Forrester Research, Inc. Reproduction Prohibited 7Forrester: The Age of the Empowered Consumer“Nails the Coffin on the Marketing Funnel”DISCOVEREXPLOREENGAGEBUYAWARENESSCONSIDERATIONPREFERENCEPURCHASELOYALTY
  • 8. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.8Chief Marketing Officer’s TenureNearly Doubled from 23 Monthsin 2004 to 45 Months for 2012.CMOs Tenures On The Rise…
  • 9. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.9The Role of Today’s CMO Is Much Different…Technology & the Empowered Consumer Are Driving Change
  • 10. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.10“By 2017 the CMO will spendmore on IT than the CIO.”An Eye-Catching Study Emerges
  • 11. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.11InformationWeek research finds thatmore IT leaders give their relationshipwith marketing weak marks (29%) thanfor any other business area.
  • 12. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.12Marketing & Technology: Common PurposeMarketing ITCX ManagementServiceStrategic VisionConsumer-FacingCompetitive DataCRMMobileDigital AdvertisingMobileInfrastructureSocialEmailCost EfficiencyConsumerizationEnterprise ITInnovationNew TechnologiesNew TechnologiesSecurityInternal FocusOperationsInnovationAnalyticsBig Dataecommerce
  • 13. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.13Embracing Change to Adapt & Succeed…
  • 14. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.14Embrace Change & CollaborationDrive Strategy across People, Processes & TechnologiesConnectedConsumer
  • 15. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.15•“Companies with cross-collaborationacross departments, that take advantageof disruptive technologies, are the mostsuccessful.”
  • 16. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.16Time to Think Differently: CMO & CIO Align
  • 17. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.17 Understand & Learn Each Other’s Needs Align Goals & Objectives Set Criteria for Success Review Technology Together & By Objectives Provide forum for ongoing communication Get Buy-in from CEO & Down for Real ChangeCultural & Organizational ChangeCMO & CIO Collaboration Key
  • 18. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.18CMOs: Start Thinking DifferentlyMore Science Behind the Art & Knowledge Better Understand Digital and Technology Establish a Voice at the Executive Table Partner More with Other Executives (CTO and CRO.) Embrace Data to Power Decisions Align with Sales to Delivery a Clear Winning Message Prove the ROI – Drives Credibility!
  • 19. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.19CIOs: Start Thinking DifferentlyMore Art & Knowledge Behind the Science Get Social: CIOs should get social – literally and figuratively. Bemore collaborative across the C-Suite, especially with the CMO. Drive Innovation: Create a cultural appetite that acceptschange, risks and failure. Drive innovation. Change the CIO Mindset: Be an activist. Have functionalexcellence, but don’t make that everything you are. Get Hard-Wired to Business: CIOs should be customer-focusedand knowledgeable about the business…not just the back office.
  • 20. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.20Solution: A Collaborative & Unified ApproachAcross People, Processes & Technology
  • 21. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.21Oracle Social CloudSocial Relationship ManagementSocially Enable Your EnterpriseSocial Powers Your Customer Relations
  • 22. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.22Time to Think Differently: Across the Enterprise
  • 23. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.23
  • 24. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.24