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Sitecore - Context Marketing

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Presentation delivered by Simon Etherington at Sagittarius Future of Travel Marketing Masterclass, 11th May 2016

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Sitecore - Context Marketing

  1. 1. Simon Etherington// UK Managing Director, Sitecore Twitter: @ownthexperience Context Marketing
  2. 2. Deloitte – Sep 2015 – 25% of smartphone users have not made a phone call in the past week
  3. 3. “Which of the following initiatives are likely to be your organization’s top business priorities over the next 12 months?” (High or critical priority) Top five responses shown Grow revenues Improve the experience of our customers Reduce costs Improve differentiation in the market Better comply with regulations and requirements 77% 74% 61% 50% 39% Source: The CMO’s Blueprint For Strategy In The Age Of The Customer, September 12, 2014
  4. 4. Highest Second highest Third highest Gartner survey: marketer's tech investment priorities for 2015 Customer experience Marketing operations Marketing analytics Digital commerce Social marketing Advertising operations Mobile marketing Web (i.e. search, website) Emerging technologies 0 10 20 30 40 50 Percentage of respondents 10 6 8 11 10 8 8 11 10 11 12 10 8 14 13 10 12 14 13 14 13 13 17 12 9 1310 40% 39% 36% 35% 33% 29% 29% 24% 34%
  5. 5. © 2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Why aren’t they there yet?
  6. 6. © 2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Digital Marketing Systems Complexity The Technology Challenge Contextual information is hidden from use. The Knowledge Challenge Content without Context is meaningless. The Content Challenge
  7. 7. © 2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 13
  8. 8. CONTEXT MARKETING Owning the experience with right content to the right person, in the right place, at the right moment, based on the sum total of their past behaviors and current needs
  9. 9. Industry Incumbent Disruptors RETAIL MUSIC VIDEO RENTAL TRANSPORTATION TRADITIONAL RETAILERS TRADITIONAL MUSIC COMPANIES VIDEO RENTAL COMPANIES REGIONAL TAXI COMPANIES A Revolution is Underway Context is disrupting industries.
  10. 10. Smart Watch Car entertainment console Tweets Texts Interactive TV
  11. 11. 18
  12. 12. •  The connected consumer •  New customer journeys •  Content in context matters •  Data silos must fall •  Platform disintegration not sustainable Context Marketing in Practice
  13. 13. 75%of shoppers use mobile devices in store 9 in 10 shoppers read reviews 55%of mobile shoppers want to buy within the hour 74%of shoppers rely on social networks for purchase decisions 87%consumers use more than one device at a time
  14. 14. Data Silos Must Fall User profile, behavior history, preferences, paths used, content consumed, purchases made, geographic location, device type…
  15. 15. © 2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Social CRM Apps Website Store Customer Support Customer data is disconnected
  16. 16. © 2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Connect the data and you have context Social CRM Apps Website Store Customer Support
  17. 17. Platform Disintigration is not Sustainable
  18. 18. Technical requirements for context CONTEXT MARKETING CONTENT MANAGEMENT CONTEXTUAL INTELLIGENCE OMNI-CHANNEL AUTOMATION Deep customer profiling & insights Automated delivery across channels Robust CMS that handles content at scale and separates content from presentation
  19. 19. 26 Danone Nutricia one important thing about their customers. Motherhood is a journey, and there are several key things mothers wanted: Happy healthy babies, and the need to deal with the unknowns of becoming a parent.
  20. 20. Aligned digital goals 27 When mums fill in their situation, they will find a personalised timeline adjusted to their moment in the mothers journey. All content is tagged and created for specific moments of truth within the mothers journey.
  21. 21. 28 Delivered omnichannel Responsive web Delivered across all form factors in responsive web…
  22. 22. 29 Delivered omnichannel Mobile app So useful, 23% of the women in the region use this app!
  23. 23. 30 A cohesive experience The entire journey, across every channel, tied together into a single experience via xDB
  24. 24. 31 A journey backed by data – the holy grail, a single customer view An example of the xDB profile
  25. 25. Revenue growth 32 700% revenue growth 75% 140% Avg monthly revenue growth: Avg. monthly growth rebuy:
  26. 26. Thank you Twitter: @ownthexperience

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