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Marketing Technologies STKI summit 2016

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An analysis of trends in MarTech, Adtech and next generation marketing from STKI

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Marketing Technologies STKI summit 2016

  1. 1. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 1 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph CMOs & Next-Generation Marketing What does digital disruption mean to
  2. 2. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 2 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph CMOs: What is your #1 focus in the next year?
  3. 3. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 3 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Customer experience is the #1 focus For any Marketer. In today's digital world, marketing is the function responsible for creating & sustaining continuous customer experiences
  4. 4. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 4 Some are doing it better than others Amazon Q4 14, net sales increased by 15% Apple 39.9% profit per product (3 months to end Dec 14) Fast Direct “Most Trusted” & “Best Banking Brand” John Lewis Profit up 12% in 2014 Disney Earnings per share up 27% in Dec 2014 http://www.ijgolding.com/2015/03/24/what-makes-the-the-worlds-1-customer-experience-brands/
  5. 5. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 5 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph There is no single winning formula But there are some similarities
  6. 6. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 6 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph What do leading CX brands have in common ? Source: http://www.ijgolding.com/2015/03/24/what-makes-the-the-worlds-1-customer-experience-brands/ 14% Easy to do business with 9% Helpful with problems 16% Corporate attitude 8% personaliz ation8% The product / service 7% consistent 5% Reliable 3% Quick
  7. 7. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 7 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph How do they engage in the Digital world? By Software. Are data- driven Do cross- channel measurement Have a CTMO Excel at content marketing Built a customer data hub Using technology to tell a story Have a CDO Do micro- segmentation
  8. 8. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 8 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph But technology in only as good as the story it tells* * Ann Handley https://www.youtube.com/watch?v=u4ZoJKF_VuA These companies all have great stories
  9. 9. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 9 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph In the digital world, software is the means to bring these narratives to life. Customers experience your story. A story coming to life
  10. 10. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 10 Creating compelling content Defining a social strategy Micro- Segmentation Micro-magic moments Better measurement of media use Algorithm- based messaging Using sensors for consumer understanding Right message at right time Integrating digital data with physical actions Building the marketing cloud Optimized Customer Experience Marketing is now a technology-empowered business
  11. 11. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 11 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph It is quite challenging for marketing leaders to make the shift Integrate data from external agencies Ability to connect to existing IT assets Choosing the right technology Internal or external? Privacy & regulations Suite or best of breed? Keeping up with the pace of consumers
  12. 12. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 12 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Some thoughts about MARTECH
  13. 13. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 13 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph The MARketing TECHnology shift is about more than technology
  14. 14. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 14 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph A new breed of marketing pros STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph
  15. 15. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 15 Who is this MARTECH person? Passionate about re-imagining All about change Understand the changes in the consumer Speaks Tech Facilitates collaboration
  16. 16. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 16 The traditional yearly marketing plan Agility Experiments Adaptive feedback Fast pace Different processes New approaches
  17. 17. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 17 Agile Tech practices in marketing Transparency Quick feedback loops Curiosity & Ideas to all Agile Marketing
  18. 18. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 18 The CDO vs. A digitally savvy team • The CDO is a transitional role • The CDO is a change agent • Organic change means: • Training team • Hiring MarTech savvy people
  19. 19. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 19 Experimentation Experiments, Pilots and A/B Tests Few are good Scale to business
  20. 20. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 20 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph The questions CMOs & CMTOs will need to address How well can I know my customers? To be able to provide them with the right message at the right time and place Question #1:
  21. 21. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 21 Just “relevant” is no longer enough! 3% 20% 40% Intrusive Marketing Not relevant (90% of ads) Convenient Marketing Relevant Appropriate Marketing At the right moment Source: SAS Success rate of marketing campaigns:
  22. 22. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 22 The art and science behind delivering The right message to the right person at right time The right person The right message The right time
  23. 23. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 23 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Advertising: an industry under automation
  24. 24. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 24 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph What’s the future of programmatic advertising? Programmatic had already disrupted the market So what’s next? CIO/IT: start watching the adTech market Today!
  25. 25. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 25 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph What’s the future of programmatic advertising? CIO/IT: start watching the adTech market Today!
  26. 26. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 26 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Imagine A world with no ads? Pages load x4 times faster Bandwidth reduces in half Better battery life Let’s face it, (most) people don’t like (most) ads And they are saying it loud and clear!
  27. 27. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 27 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Imagine A world with no ads? Pages load x4 times faster Bandwidth reduces in half Better battery life
  28. 28. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 28 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Ad & Content blockers ( ‘The party poopers’) 40% Increase in use 25% of mobile users! Apple iOS 9 supports ad blocking Google Can you please decide?! Blocks 2,000 trackers Users can control level of privacy User tracking blockingAd blocking 20% of desktop users $22 billion in ad revenues has been blocked in 2015 (14% of ad budgets) Focus on mobile iOS & Android Blocks “blacklist” ads
  29. 29. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 29 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Digital IDs are on everyone’s agenda Facebook Google (AdID) Twitter Apple (IFA) We are on the way towards a reality of everyone owning a Digital ID and controlling its privacy rules by themselves
  30. 30. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 30 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph What else will happen as a result? Content marketing will be huge!1 More creativity required!3 New “paid” channels (Search 2.0, virtual assistants…) Native ads (that don’t feel like ads)4 5 More investment in earned media6
  31. 31. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 31 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Segments are shrinking! Singular ,right moment customer experiences Female Age 30-35 Female Age 30 Tel Aviv Likes movies Female Age 30 Tel Aviv Likes action movies Likes action movies Is near a cinema Has free time now It’s her birthday
  32. 32. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 32 Help from an unexpected source
  33. 33. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 33 Just think about new marketing possibilities and add some channels SENSORS CAMERAS CONNECTED PRODUCTS WEARABLES MOBILE New smartphones have ~25 sensors
  34. 34. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 34 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Consumers expect brands to address their needs with real-time relevance Source: Google micro moments KNOW moments GO moments DO moments BUY moments
  35. 35. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 35 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Mobile is not just a channel it’s a gate to digital transformation 18% of companies will include mobile in their overall strategy in 2016
  36. 36. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 36 Stand alone mobile app is dead Long live contextual data mobile Mobile experiences are too static today & leverage too little consumer context Customer expectations of convenience will pressure tap new technologies to serve customers in context where they already are — not where brands find it convenient to serve them
  37. 37. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 37 Mobility apps evolution Apps for different uses designed for different devices Notifications replace some apps functions Wearables drive context & interactions Collaboration across devices Fluid, contextual actions Source: Den Reymer@Gartner MOBILE
  38. 38. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 38 I my fridge & it me back “You ran out of milk, eggs and chicken, so… Vegan Dinner!” Don’t forget to buy milk!
  39. 39. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 39 Customer expectations for better service are increasing dramatically Serve me better! personalized on-the-go contextual time saving relevant tailored
  40. 40. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 40 But what about the physical place? 40% Lorem Ipsum is simply dummy text of the printing and typesetting 30% Lorem Ipsum is simply dummy text of the printing 15% 65% 40% 30% Lorem Ipsum is simply dummy text of te printing 15% incognito INDOORS - Hospital, airport or in-store customer stays
  41. 41. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 41 Beacons: Next frontier for consumer engagement
  42. 42. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 42 Your competitors are already getting smarter by embracing proximity marketing saw an increase in offer redemption of customers were more engaged in the store saw an increase in sales were able to track & understand customer browsing & buying patterns were able to create more relevant & compelling offers in the store were able to target customers down to the aisle level 24% 59% 24% 71% 53% 65% Source: The_A_to_Z_of_Proximity_Marketing_with_Beacons
  43. 43. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 43 Enriched CX indoors
  44. 44. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 44 A new era for marketers I see you In this new era, data flows in from different sources, personalized experiences are delivered everywhere, and the ability to envision & deliver on new business opportunities becomes a necessity Source: Adobe
  45. 45. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 45 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph The questions CMOs & CMTOs will need to address What is the right technologies-services mix? Question #2:
  46. 46. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 46 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph What do “Digital” activities look like today and in 2 years? Today: Reliance on agencies Human manual work Agency choses technologies Agency manages (some) customer data In 2 years: Marketers will own a data “hub” Automated algorithmic models will make real time decisions Will re-own customer data Will replace many of the “outsourced” functions currently performed by external agencies
  47. 47. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 47 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph MarTech race {towards a marketing hub} is on!
  48. 48. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 48 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Meanwhile, in AdTech land…
  49. 49. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 49 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Meanwhile, in AdTech land… Madtech It’s a Mad, Mad World!
  50. 50. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 50 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Main marketing hubs (aka “marketing clouds”)
  51. 51. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 51 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph And the winners (for the moment) are… Adobe, Oracle, Salesforce, IBM, SAS: Currently leading the race towards a Digital Marketing Hub
  52. 52. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 52 In the race towards customer experience, CMOs will need to: Ready Set Go! Design a platform for constant change Keep up-to-date on Marketing AND technology Work in full collaboration with IT Think long-term while executing quick wins
  53. 53. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 53 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph That’s it. We’d love to discuss Marketing Technologies with you. Let’s talk. 09-7907000 www.stki.info STKI: IT Knowledge Integrator

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