The document discusses how technological advancements are shifting the consumer-brand relationship from brands to consumers, emphasizing the need for brands to develop compelling, technology-enabled interactions. It highlights the challenges brands face in adapting to this shift, particularly as many remain organized in outdated practices from the 1950s. The text also points to the changing landscape of media consumption, with a growing preference for online content among younger audiences.

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SapientNitro
SM
Multi-channel and the convergence of
marketing, commerce and customer service

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THAT TECHNOLOGY AFFECTS THE
CONSUMER-BRAND RELATIONSHIP
IS NOTHING NEW…

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ONLY 4 OUT OF 100
AMERICANS UNDER THE AGE
OF 50 CAN REMEMBER THE
NAME OF SOMEONE AT THEIR
BANK
Where is the love?

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THE ATM CHANGED EVERYTHING...

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THAT TECHNOLOGY AFFECTS THE
CONSUMER-BRAND RELATIONSHIP
IS NOTHING NEW…
…but now it’s changing the consumer
fasting then the brands can keep up

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THE LOCUS OF CONTROL HAS
SHIFTED FROM THE BRAND TO THE
CONSUMER…

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MASS MARKETING, circa 1950s

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MASS MARKETING, circa 1950s

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MERCHANDISING & COMMERCE, circa 1950s

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MERCHANDISING & COMMERCE, circa 1950s

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CONSIDER THIS…

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IMAGINE…

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What use to be this….

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Is now this

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Internet map, opte.org
TECHNOLOGY

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BRAND

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BRANDMOMENTS

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The challenge for brands is to
create technologically enabled,
compelling
that culminate in lasting,
CONSUMER-BRAND
RELATIONSHIPS.
MOMENTS

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WHY DON’T WE SEE
(MORE)
EXAMPLES LIKE THIS, YET?

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MOST COMPANIES ARE STILL
ORGANIZED IN AN ‘UPDATED’
VERSION OF THE 1950’s

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ONLINE SHOP
eCommerce
Group
DEALER/RETAIL SITE
Store
Operations/
Dealer/
Franchisee
SUPPORT SITE
Customer
Service
Department
BRAND SITE/ONLINE ADS
Digital
Marketing
Department

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$70 BILLION
COMCAST REPORTS 62%
OF THEIR VIEWERS HAD
TIME-SHIFTED A TV SHOW
THAT JUMPS TO 83%
FOR THOSE 25 OR
YOUNGER
64% OF AMERICANS
GET SOME, MOST OR ALL
OF THEIR TV CONTENT
ONLINE
SOON THERE WILL BE NO DIFFERENCE
BETWEEN TRADITIONAL AND ONLINE TV

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BRAND SITE/ONLINE ADS
Digital
Marketing
Department
TRADITIONAL ‘BOUGHT’ MEDIA
Media Planning/
Marketing
Department
Customer
Engagement
Department
ONLINE SHOP
eCommerce
Group
DEALER/RETAIL SITE
Store
Operations/
Dealer/
Franchisee
SUPPORT SITE
Customer
Service
Department

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SO, WHAT TOOLS DOES THE
CUSTOMER ENGAGEMENT
DEPARTMENT NEED?

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MULTI-CHANNEL CONTENT DELIVERY
CHANNEL/DEVICE-SPECIFIC
PRESENTATION MANAGEMENT
CHANNEL-AGNOSTIC CONTENT
MANAGEMENT
CONTEXT-AWARENESS AND
CONTENT-TARGETING
MARKETING CAMPAIGN MANAGEMENT
CREATIVE WORKFLOW TOOLS

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CROSS-CHANNEL EXPERIENCE
MANAGEMENT, ANALYTICS &
OPTIMIZATION
CONTEXT-AWARENESS AND CONTENT
TARGETING
CUSTOMER DATA & IDENTITY
MANAGEMENT
MERCHANDISING MANAGEMENT
COMMERCE/TRANSACTIONAL SYSTEM
INTEGRATION
AD-SYSTEM INTEGRATION

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