Customers, Content & Experiences - Beyond Random Acts Of Technology

1. #ContentTECH @Robert_Rose

2. #ContentTECH Hi, I’m Robert Rose @Robert_Rose @Robert_Rose

3. #ContentTECH @Robert_Rose

4. #ContentTECH Only three ideas I’d like you to explore further… @Robert_Rose Yeah, that and 3 Presents

5. #ContentTECH The Content Marke?ng journey… A Form Not A Formula •  •  Connected concepts Not a linear pathway @Robert_Rose Our customers’ journeys aren’t linear – so, why do we expect that guiding them will be?

6. #ContentTECH In it, we see much of the “digital transforma?on” CLASSIC MARKETING @Robert_Rose “Tradi?onal” 1.0 Digital 2.0 Social & Content

7. #ContentTECH But from what decade is our technology? We started with content…Because, you know… Web sites! Web Analy?cs Web Content Mgmt Then, it was about op?mizing Deliver right content at the right Ame And because CRM couldn’t deliver. Conversion Analy?cs And CRM is the handoﬀ point Because, you know…. Not markeAng! Oh yeah, measurement too…Which Sales were the “fries with that” for everything we @Robert_Rose Metrics purchased. Marke?ng Automa?on CRM

8. #ContentTECH Then, recently, a disturbance in the force… The “appiﬁca?on” of marke?ng… Mobile MarkeAng Sales Enablers Video MarkeAng DAM CommuniAes Channel MarkeAng Dashboards CuraAon Social Media @Robert_Rose Content MarkeAng Tools

9. #ContentTECH Marketing Technology The “appiﬁca?on” of marke?ng… @Robert_Rose

10. #ContentTECH Enter content marketing technologies… Looking at the process… 1. Create & Edit Content 2. Aggregate, Curate, OpAmize Content 3. Promote, Converse & Listen 4. Measure Analyze & Learn @Robert_Rose

11. #ContentTECH Enter content marketing technologies… They are ﬁlling the “in between” Filling the gaps of tradiAonal tech. 5 Categories… Content CollaboraAon CuraAon & ConversaAon Social Content AnalyAcs Engagement AutomaAon Na$ve Adver$sing & Promo$on (not shown) @Robert_Rose

12. #ContentTECH Is this the right map? Maybe….. But it really doesn’t maXer… what it signals is more important A strategic inﬂec?on point… The process of CM is becoming beXer understood GeZng beyond random acts of technology will be the key. @Robert_Rose

13. #ContentTECH Andy Grove’s strategic inflection points… RELEVANCE New Paradigm Dissonance Gap Old Paradigm @Robert_Rose TIME

14. #ContentTECH We know we have to change… The digital disrup?on AﬀecAng our business and the way we market it. Compe??veness We need to diﬀerenAate. Innova?on New Product We need to rise above the noise. @Robert_Rose

15. #ContentTECH So….. How do we change? @Robert_Rose

16. #ContentTECH First, we bust the CIO/CMO alignment myths Not aligning separate strategies BeXer communicaAon is only part of the soluAon It’s not becoming each other Knowing how to code or write copy does not an expert make It’s about collabora?ng on a new, uniﬁed strategy @Robert_Rose

17. #ContentTECH There’s good reason to collaborate…. @Robert_Rose •  IBM CMO Study 2013

18. #ContentTECH Who has the trust? * Trust their CIO’s * DON’T Trust their CMO’s Or are even impressed with their work * Fournaise Group Study -‐ 2010 @Robert_Rose

19. #ContentTECH Who performs? * Have cost over-‐runs 17% go so bad they threaten company ** •  •  Mckinsey Study 2010 @Robert_Rose Nielsen Study 2009 Is the average short-‐term return on marke?ng investment

20. #ContentTECH Currently businesses believe… Value from technology is predictable and all that’s needed is better planning. Marketing is science that should be solved with algorithms @Robert_Rose Neither is true

21. #ContentTECH A unified strategy of content and technology Leverage the unique strengths of each. This is a bigger discussion than just content and marke?ng... But crea?ng customer content experiences can be a star?ng point. @Robert_Rose

22. #ContentTECH And it’s where content strategy can shine! Hey Content Strategists -‐ looking for a Raison d’Etre lately? Content strategists can be the driver of the CMO/CIO alignment. Content can be the grounding force of a business strategy. @Robert_Rose “The coopera$on is there to democra$ze data, making it accessible and ac$onable across the enterprise. What is most obvious through these ﬁndings is that this will not be possible without partnership, and no partnership can ﬂourish without support.” CMO Council 4/2013 Big Data’s Biggest Role: Aligning the CMO and the CIO

23. #ContentTECH A framework built to change…. @Robert_Rose

24. #ContentTECH It’s already happening… @Robert_Rose As you start to look at technologies – prepare ques?ons: Speed, ﬂexibility Vs. IntegraAon, portability Vs. Scalability, dependability

25. #ContentTECH Summing up…. Only you can stop random acts of technology Understand your buyer’s journey – and where technology will help facilitate you and the customer @Robert_Rose Marke?ng Technology is a collabora?on – an integra?on, not agreement on different strategies. Build a unified strategy that drives value Use the framework to ask beeer ques?ons – and as a “filter” for what kinds of technology to buy and implement.

26. #ContentTECH Three presents…. Yes, I remembered… Content Collabora?on Tools 13 Vendor Profiles & Landscape bit.ly/ContentCollabora?onTools Content Cura?on & Conversa?on Tools 12 Vendor Profiles & Landscape bit.ly/ContentCura?onConversa?on Na?ve Adver?sing and Promo?on Tools 7 Vendor Profiles & Landscape bit.ly/ContentNa?veAdver?sing @Robert_Rose

27. #ContentTECH Thank You @Robert_Rose @Robert_Rose

Customers, Content & Experiences - Beyond Random Acts Of Technology

The Content Advisory

Customers, Content & Experiences - Beyond Random Acts Of Technology