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© 2014 IO Integration, Inc. All rights reserved.
Content Marketing Hubs and Brand Love
How GoPro and BMW create killer cus...
2
Presenter: Jill Talvensaari
Bio: VP Marketing & Customer Engagement, IO Integration
Previous: Product Marketing executiv...
IO Integrationis a leading global
marketingtechnologyservices
provider that helpsbrands optimize
marketingperformanceby
em...
4
Everyone wants customers that
YOUR
BRAND!
5
WHAT USED TO BE THIS
Mass publication of content pushed
to the consumer without knowing
the consumer or the context
HAS ...
66
Technology is driving new conversations . . .
…with consumers
across every
media platform
7
Marketing content and data will continue to grow
TB/yr
2013 2014 2018
8
And it is being consumed constantly across many channels
8
70 minutes | web browsing
127minutes | mobile applications
16...
9
Mission
Tactics
Measurement
Customer
Intelligence
THEN: BRAND DRIVEN NOW: CONSUMER DRIVEN
• Represent the brand
• Findin...
10
TRADITIONAL DIGITAL
OMNI
CHANNEL
EXPERIENCE
Enter omni-channel customer experience management (CXM)
Can you predict whi...
11
Enterprise Communications Strategy: it’s all about YOU
ERP / Business
Software
CRM
Software
Communications
Software
Cus...
12© 2015 IO Integration,Inc.All rights reserved.
Personalization is the key
13
Personalization is NOT…
Consuming Content
is like playing a losing Tetris battle.
14© 2015 IO Integration,Inc.All rights reserved.
Why you can’t ignore Personalized Customer Experience
Infotainment dilemm...
15
Experiences Create More Happiness than Material Goods
16
Customer Experience Management (CXM) by the numbers
Marketers believe CXM is
most exciting opportunity
But that thefocu...
17
These companies have amazing customer
experiences, so customers...
THE
BRAND!
18
Sharks Hockey
19
My Starbucks Idea
20
21
Customer
Takes Action
Experience
The know brand wow
Amplify
Across mediachannels
Influence
Others behavior, opinions
Ex...
© 2014 IO Integration, Inc. All rights reserved.
Rise of the In-HouseAgency
From 2008 to 2013, use of in-house agencies ha...
23
Think about all the channels you facilitate and leverage
Your
Brand
24
Content strategy and technology needs to be integrated
25
Content Marketing Technology Success
25
Starts with great
storytelling to the right
person, the right way.
Technology d...
26
Apps
CRMs
Marketing
Media Channels
Events & Promotions
Social Media
Magazines
Web2Print
Intranets
Websites
Blogs
Data &...
27
And you are able to optimize performance across channels
Agile
Marketing
Strategies
Website
Webshop
Social Media
Public...
28
Connecting the Content Strategy to the Consumer Story
MEASUREMENT
ContentStrategy
• Media
• Analytics
• Research
• CRM
...
29
The Best Content Strategy: Building 1:1 Consumer Relationships
29
1:1
30
Brand Promotion
• International Sales Literature
• Modules
• Digital Asset Management
• Translation Management
• Locali...
31
Brand Communications
Worldwide Marketing Communications
Modules
• Digital AssetManagement
• TranslationManagement
• Loc...
32
Brand Personalization
Localized Marketing, Tabs in 14 Regions
Personalized 1:1 Offers (150% inc. conversion)
Brand Ecos...
33
Brand Experience
Content Acquisition and Web Experience
Video and Photo of the Day
Modules
• Digital Asset Management
•...
34
These companies have content marketing technology and
personalization, so customers...
THE
BRAND!
35© 2015 IO Integration,Inc.All rights reserved.
Cut the Chaos, Get a Hub, Bub!
36© 2015 IO Integration,Inc.All rights reserved.
How do you build a Content Marketing Hub?
36
37© 2015 IO Integration,Inc.All rights reserved.
Count on change management
37
38
THE CREATIVE PROCESS
39
39
CREATIVE WORKFLOW
40
Marketing Technology Landscape
~100 ~350 ~950
2011 2012 2014
Info source:Scott Brinker JANUARY7,2014
41© 2015 IO Integration,Inc.All rights reserved.
Best-of-Breed vs. End-to-End Solutions
42
Content Marketing Technology Vision
43
BEST PRACTICES
• Centralize all media content for single point of truth for multi-
channel publishing – online, offline...
44
BUT REMEMBER
Clean your house first.
Analyze and enhance your
metadata, workflows, and
integrations to support a Digita...
45
CXM Strategy: Keys to success
ID
Know what success looks like
before you start
KISS
Keep it simple and stupid
RINSE, RE...
46
And your customers will really . . .
YOUR
BRAND!
47© 2015 IO Integration,Inc.All rights reserved.
Questions?
?
48
Thank you!
Contextual Content
A more powerful experience
built on knowledge and insights
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Content Marketing Hubs and Brand Love

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Presented at Henry Stewart New York Digital Asset Management Conference 2015. See how top brands are transforming their marketing through personalized, real-time, data-driven communications that reach customers at exactly the right moments. Using the latest technologies to create a Content Marketing Hub, GoPro, BMW, top retailers have optimized their content marketing supply chains to curate and deliver real-time, high-impact content based on individual customer behaviors. They’ve seen big gains in brand recognition, customer loyalty, and sales — and your company can, too. Use your DAM to build relationships that win markets, not just another campaign! Learn how you can:
- Build a cutting-edge content acquisition platform for owned, gained, and real-time media — just like marketing wunderkind GoPro.
- Create a content marketing exchange that simplifies the production and delivery of personalized brand communications — just like luxury brand leader BMW.

Published in: Marketing
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Content Marketing Hubs and Brand Love

  1. 1. © 2014 IO Integration, Inc. All rights reserved. Content Marketing Hubs and Brand Love How GoPro and BMW create killer customer brand experiences
  2. 2. 2 Presenter: Jill Talvensaari Bio: VP Marketing & Customer Engagement, IO Integration Previous: Product Marketing executive at technology start- ups and enterprises alike including: Akeena Solar, Adobe, Microsoft, Equifax, Paralon, Verisign, Digital River, Moxie Education: MBA International Marketing, Seattle University; BA in Quantitative Economics and Decision Systems, BS in Cognitive Science, UC San Diego (Secret Sauce: marketing ninja whose superpower is connecting ideas, people, and technology to achieve awesome) Contact: jill@iointegration.com @ioi_inc
  3. 3. IO Integrationis a leading global marketingtechnologyservices provider that helpsbrands optimize marketingperformanceby empoweringthem to deliver exceptional personalexperiences to every customerat every touchpoint, in every market worldwide.
  4. 4. 4 Everyone wants customers that YOUR BRAND!
  5. 5. 5 WHAT USED TO BE THIS Mass publication of content pushed to the consumer without knowing the consumer or the context HAS NO BECOME THIS Content marketing is changing rapidly. . . through technology HAS NOW BECOME THIS
  6. 6. 66 Technology is driving new conversations . . . …with consumers across every media platform
  7. 7. 7 Marketing content and data will continue to grow TB/yr 2013 2014 2018
  8. 8. 8 And it is being consumed constantly across many channels 8 70 minutes | web browsing 127minutes | mobile applications 168minutes | television
  9. 9. 9 Mission Tactics Measurement Customer Intelligence THEN: BRAND DRIVEN NOW: CONSUMER DRIVEN • Represent the brand • Finding customer • Push • Mass Advertising • Demographic • Generalized content • Point in time blasts • Few isolated channels • Waterfall method • Advertising • 3rd party table • Intuitive decision making • Excitement, buzz • Represent the consumer • Find the consumer • Pull • 1:1 targeting • Behavioral • Personalized content • Continuous relationship • Exploding integration channels • Agile method • Storybuilding, content re-use • Owned big data • Fact based decision making • Engagement, revenue Customers are the brand owners
  10. 10. 10 TRADITIONAL DIGITAL OMNI CHANNEL EXPERIENCE Enter omni-channel customer experience management (CXM) Can you predict which content will be the most popular, generate and influence more revenue?
  11. 11. 11 Enterprise Communications Strategy: it’s all about YOU ERP / Business Software CRM Software Communications Software Customer
  12. 12. 12© 2015 IO Integration,Inc.All rights reserved. Personalization is the key
  13. 13. 13 Personalization is NOT… Consuming Content is like playing a losing Tetris battle.
  14. 14. 14© 2015 IO Integration,Inc.All rights reserved. Why you can’t ignore Personalized Customer Experience Infotainment dilemma: Your customers now control when and where they engage with your brand, so if you aren’t there and engaging, they‘ll simply go elsewhere. ENGAGE CUSTOMERS
  15. 15. 15 Experiences Create More Happiness than Material Goods
  16. 16. 16 Customer Experience Management (CXM) by the numbers Marketers believe CXM is most exciting opportunity But that thefocus on omni-channel campaign management and personalization will supersedeCXM in thenext 5 years.. 76% 66% Marketing has changed more in the last 2 years than previous five decades Technology drives marketing. Customer focused experiential marketing requires an obsession with data, deep understanding ofthebrand and storylines 20% Believe that their c-suite has stomach for adaptive, experiential marketing Agilemarketing requires abusiness culturethat embraces experimentation and allows failure. 80% Of marketers agree that the role of content will grow while push media effectiveness dies Right moment,right channel,location- based 1:1 marketing is here to stay *AdobeQuarterly Digital Intelligence Briefing
  17. 17. 17 These companies have amazing customer experiences, so customers... THE BRAND!
  18. 18. 18 Sharks Hockey
  19. 19. 19 My Starbucks Idea
  20. 20. 20
  21. 21. 21 Customer Takes Action Experience The know brand wow Amplify Across mediachannels Influence Others behavior, opinions Extend Reach and marketshare Relevance EngagementAwareness Revenue CUSTOMER TIME How do you get customer experiences that increase sales? CONTENT MARKETING STRATEGY BUILDS ON 4 PILLARS CXM STRATEGY = $$$
  22. 22. © 2014 IO Integration, Inc. All rights reserved. Rise of the In-HouseAgency From 2008 to 2013, use of in-house agencies has increased to 58% in 2013 from 42% in 2008 (Assoc. National Advertisers) and companies like Apple and Google are fueling the creative team come-back by doing more in-house instead of with an “agency of record” (Forbes) because: • Economics—marketers need to do more with less • Digital, social, and mobile media require unprecedented speed and agility • Brands want to own the customer experience
  23. 23. 23 Think about all the channels you facilitate and leverage Your Brand
  24. 24. 24 Content strategy and technology needs to be integrated
  25. 25. 25 Content Marketing Technology Success 25 Starts with great storytelling to the right person, the right way. Technology delivers the message in the moment. Message received.
  26. 26. 26 Apps CRMs Marketing Media Channels Events & Promotions Social Media Magazines Web2Print Intranets Websites Blogs Data & Information Branded content consumer brand value Experiment to maximize value of Content Communications
  27. 27. 27 And you are able to optimize performance across channels Agile Marketing Strategies Website Webshop Social Media Public Relations Advertising Promotions Point of Sale Media Dealers
  28. 28. 28 Connecting the Content Strategy to the Consumer Story MEASUREMENT ContentStrategy • Media • Analytics • Research • CRM • Ingestion • Profiles “What works and why” “Tactics, timing,positioning” ContentTechnology • Creation • Production • Delivery • Platforms • Meta-data • Integration “How it gets executed” “Scalability,relevance, speed” Constomer Experience • Engagement • Relevance • Purchasing • Interaction • Influence • Amplification “Brand storytelling,personalization” “Message, interact,share”
  29. 29. 29 The Best Content Strategy: Building 1:1 Consumer Relationships 29 1:1
  30. 30. 30 Brand Promotion • International Sales Literature • Modules • Digital Asset Management • Translation Management • Localization Management • Workflow and Process Management • Content Management • Users • > 600 BMW, Germany
  31. 31. 31 Brand Communications Worldwide Marketing Communications Modules • Digital AssetManagement • TranslationManagement • LocalizationManagement • Workflowand Process Management • ContentManagement Users • > 300 Dyson, UK
  32. 32. 32 Brand Personalization Localized Marketing, Tabs in 14 Regions Personalized 1:1 Offers (150% inc. conversion) Brand Ecosystem for Partners, Distributors Centralized Marketing Technology Stack Modules • Digital Asset andLocalizationManagement • Workflowand Process Management • ContentManagement Users • > 1000 Retail Top Retailer, USA
  33. 33. 33 Brand Experience Content Acquisition and Web Experience Video and Photo of the Day Modules • Digital Asset Management • Translation Management • Workflow and Process Management • Content Management Users • > 100 GoPro, USA
  34. 34. 34 These companies have content marketing technology and personalization, so customers... THE BRAND!
  35. 35. 35© 2015 IO Integration,Inc.All rights reserved. Cut the Chaos, Get a Hub, Bub!
  36. 36. 36© 2015 IO Integration,Inc.All rights reserved. How do you build a Content Marketing Hub? 36
  37. 37. 37© 2015 IO Integration,Inc.All rights reserved. Count on change management 37
  38. 38. 38 THE CREATIVE PROCESS
  39. 39. 39 39 CREATIVE WORKFLOW
  40. 40. 40 Marketing Technology Landscape ~100 ~350 ~950 2011 2012 2014 Info source:Scott Brinker JANUARY7,2014
  41. 41. 41© 2015 IO Integration,Inc.All rights reserved. Best-of-Breed vs. End-to-End Solutions
  42. 42. 42 Content Marketing Technology Vision
  43. 43. 43 BEST PRACTICES • Centralize all media content for single point of truth for multi- channel publishing – online, offline, social, mobile, video • Integrate mktg ops/ERP/CRM/ecommerce • Focus on usability and seamless web and mobile experience • Listen and analyze content interactions, optimize • Deliver relevant, engaging and interactive content Media Asset Management Publishing / Creative All Channels OfflineOnline Consumer Experience Enabled by using smart people and smarter technology
  44. 44. 44 BUT REMEMBER Clean your house first. Analyze and enhance your metadata, workflows, and integrations to support a Digital Content ecosystem. Don’t recreate broken, manual or non-Digital processes.
  45. 45. 45 CXM Strategy: Keys to success ID Know what success looks like before you start KISS Keep it simple and stupid RINSE, REPEAT Measure performance, recalibrate, try new things
  46. 46. 46 And your customers will really . . . YOUR BRAND!
  47. 47. 47© 2015 IO Integration,Inc.All rights reserved. Questions? ?
  48. 48. 48 Thank you! Contextual Content A more powerful experience built on knowledge and insights

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