Digital Branding Summit 15-16 october 2014. Ева Котен (Efes Rus) & Юлия Никифорова (SapientNitro). Цифровая Маркетинговая Платформа: новый путь к потребителю

1. DIGITAL MARKETING PLATFORM: THE NEW WAY TO CONSUMER
MOSCOW, OCTOBER 15TH, 2014

2. 2
TRENDS

3. 3
THE NEW CONSUMER

4. 4
BIG IS SMALL

5. 5
SWITCH BETWEEN CHANNELS

6. 6
PERSONAL COMMUNICATION

7. 7
CONSUMER PATH

8. 8
PROFIT-ORIENTED CONSUMER

9. 9
RECESSION IN THE MARKET

10. 10
LEGAL RESTICTIONS

11. 11
NEW MEDIA EVERY DAY

12. Things have changed us…

13. 13
TAKE ACTION NOW

14. 14
SAVE TIME. SAVE MONEY.

15. 15

16. MARKETING ORGANIZATIONS have
begun to embrace these new realities,
but there is a wide spectrum of
MATURITY…

17. © COPYRIGHT2012 SAPIENTCORPORATION | CONFIDENTIAL 17
17
A BIT OF INSPIRATION

18. 18
Digital Marketing Platform

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Digital Marketing Platform is NOT…

20. 20
NOR it is just this…

21. THE VISION ⎸ DIGITAL MARKETING PLATFORM
 Enable a Business to Win with
Digital and Set up for Success
 Create marketing advantage
that enables superior growth
and marketing innovation.

22. 22
Digital Marketing Platform
This is not about websites.
This is about providing a standard set of
processes and tools to SUPPORT and DRIVE
marketing function:
 Builds FOUNDATION of marketing
operations,
 MEASURE effectiveness, and
 RESPOND QUICKLY to shifting customer
behaviors
 Ensure SCALABILITY for future growth.
THE VISION

23. © COPYRIGHT2012 SAPIENTCORPORATION | CONFIDENTIAL 23
DMP IS GLOBAL, MULTI-CHANNEL CAMPAIGNS
The digital marketing platform enables marketers to build seamless, data driven,
integrated relationships with customers, cross multiple formats and brands

24. © COPYRIGHT2012 SAPIENTCORPORATION | CONFIDENTIAL 24
Marketing
services
Single
connection
Single Access
Single customer
view
Data / Analytics
Governance
Business
Design / Brand Technical
Experience
PLATFORM ELEMENTS
Content
Loyalty
Platform
SMS Call Centre
Email
Marketing
Mobile Social Media Video In bar Promos
In store
materials
CMS Modules
eComms
modules
Brand
Experience
Brand
guidelines

25. 25
TECHNOLOGY
ADOBE CQ5 (EXPERIENCE MANAGER)
ADOBE ANALYTICS
ADOBE DIGITAL ASSET MANAGER

26. 26
RESULTS
11(10 web + 1 mobile app)
Campaigns in 2014 vs.
5 web in previous
years

27. 27
RESULTS
INCREASE SPEED TO MARKET
1 4CAMPAIGN
LAUNCH MONTH
CAMPAIGN
LAUNCH MONTH

28. 28
RESULTS
DECREASE TIME FOR CAMPAIGN
DEVELOPMENT
10 6WEEKS
CAMPAIGN
WEEKS
CAMPAIGN

29. 29
RESULTS
IDEATION VS. IMPLEMENTATION
BEFORE AFTER
20%
MORE TIME FOR CREATIVITY
80% 80%
20%

30. 30
RESULTS
TEAM CAPACITY
BEFORE AFTER
4 1

31. 31
RESULTS
2MIN
TO IMPLEMENT CHANGE
1DAY
FOR PUSH MECHANICS
EFFORT

32. 32
RESULTS
MOBILE USERS
2012 2014
5% 25%

33. 33
RESULTS
ANALYTICS – integrated promo & web
PRIZE HUNTERS – save up to 50% of prize fund
SECURITY

34. 34
PLANS FOR THE FUTURE
FOCUS ON ANALYTICS & MORE INSIGHTS
DMP DEVELOPMENT (SOCIAL + TRADE)
CROSS COUNTRY DEVELOPMENT

35. THANK YOU!