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Customer Context: Power Relevant Experiences Create Brand Advocates
The document outlines the importance of customer context in marketing, emphasizing that traditional campaign methods are becoming ineffective. It proposes the development of a contextual marketing engine to enhance consumer interactions and experiences across the customer journey. The presentation features insights from speakers Carl Doty and Howard Beader on strategies for building such marketing engines and optimizing customer engagement.
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Customer Context: Power Relevant Experiences Create Brand Advocates
- 1. WEBCAST POWER RELEVANTEXPERIENCES. CREATE BRAND ADVOCATES. OCTOBER 21, 2014 10:00AM PST | 1:00PM EST
- 2. What’s Holding Us Back? • Capterra: Applica'on Overload • Forbes: Marketers Don’t Know What They Know
- 3. A Need for Unifica?on • Mul'faceted approach to customer engagement • Understanding of the customer context • An ongoing strategy to maintain relevance
- 4. Today’s Speakers •Carl Doty Vice President & Group Director of Marke'ng Leadership & Customer Insights, Forrester • Howard Beader Vice President of Product Marke'ng, SDL
- 5. SDL Proprietary andConfidential Customer Context Power Relevant Brand Experiences. Create Brand Advocates Carl Doty, Vice President, Group Director, Forrester Howard Beader, Vice President, Product Marketing SDL October 21, 2014
- 7. © 2014 ForresterResearch, Inc. Reproduction Prohibited The Power Of Customer Context Targeting Promotion Conversion Relevance Carl Doty Vice President & Group Director
- 8. © 2014 ForresterResearch, Inc. Reproduction Prohibited Image source: http://mashable.com/2012/03/29/humanize-brand-social-media/ What defines your brand?
- 9. © 2014 ForresterResearch, Inc. Reproduction Prohibited
- 10. © 2014 ForresterResearch, Inc. Reproduction Prohibited Image source: http://www.wired.com/2014/01/audi-tt-dash/
- 11. Context Is The Marketer’s New Remit © 2014 Forrester Research, Inc. Reproduction Prohibited
- 12. How context changesmarketing BEFORE CONTEXT: AFTER CONTEXT: • Campaigns • Targeting • Customer segmentation • Media schedules • Messages • Transactions • GRPs and CPMs • Interactions • Engaging • Customer recognition • Customer moments • Utility • Value exchanges • Minutes of engagement © 2014 Forrester Research, Inc. Reproduction Prohibited
- 13. Why campaigns won’tcut it anymore © 2014 Forrester Research, Inc. Reproduction Prohibited < 25% of consumers trust offline ads** 62% of marketers will grow digital budgets this year* < 20% of consumers trust digital ads** *Base: 395 UK and NA Enterprise Marketers* *Source: Forrester ‘s Q3 2013 Digital Maturity Survey **Base: 61,104 US online adults (18+), **Source: North American Technographics® Online Benchmark Survey (Part 1), 2013
- 14. Today’s campaign processesare linear © 2014 Forrester Research, Inc. Reproduction Prohibited Strategy Planning Analytics Design Execution Brand Campaigns Customers Campaign Performance
- 15. But the customerlife cycle is non-linear © 2014 Forrester Research, Inc. Reproduction Prohibited ENGAGE ASK DISCOVER USE BUY EXPLORE
- 16. But the customerlife cycle is non-linear © 2014 Forrester Research, Inc. Reproduction Prohibited
- 17. But the customerlife cycle is non-linear © 2014 Forrester Research, Inc. Reproduction Prohibited
- 18. But the customerlife cycle is non-linear © 2014 Forrester Research, Inc. Reproduction Prohibited
- 19. But the customerlife cycle is non-linear © 2014 Forrester Research, Inc. Reproduction Prohibited
- 20. Contextual interactions perpetuatea value-exchange 36% of firms are adopting sensor-based tech* Connected Connected Bodies…" Golf Clubs?" *Base: 1,863 North American and European network and telecommunications decision-makers of companies with 20+ employees Source: Forrsights Networks And Telecommunications Survey, Q1 2013 © 2014 Forrester Research, Inc. Reproduction Prohibited Connected Cars…"
- 21. McCormick & Companysparks a self-perpetuating © 2014 Forrester Research, Inc. Reproduction Prohibited interaction cycle
- 22. How can youexploit customer context? © 2014 Forrester Research, Inc. Reproduction Prohibited
- 23. Build a contextualmarketing engine A contextual marketing engine is a brand-specific platform that exploits customer context to deliver utility and guide the customer into the © 2014 Forrester Research, Inc. Reproduction Prohibited next best interaction.
- 24. What will acontextual marketing engine do for you? • Bridge the gap between marketing and experience. • Drive more useful interactions with customers. • Provide a persistent incentive to engage. • Redefine the purpose of your campaigns. © 2014 Forrester Research, Inc. Reproduction Prohibited
- 25. Engage Discover EngageDscover Use Buy © 2014 Forrester Research, Inc. Reproduction Prohibited The contextual marketing engine at work Big Data Customer Database • Campaigns spark interactions across the customer life-cycle. • Insight and automation drive the engine. • Customer data and analytics fuel the engine with insights. REAL TIME ANALYTICS INTERACTIONS MARKETING AUTOMATION INSIGHTS Ask Use Buy Explore
- 26. Four key stepsto building your contextual marketing engine • Determine your brand’s North star. • Identify your unique interaction cycle 1 Define your strategy in support of that. • Reconceive the role of content to provide utility. • Embrace iterative and agile approaches. © 2014 Forrester Research, Inc. Reproduction Prohibited Reorganize your processes 2 • Take inventory of your existing technology assets. • Identify new technologies needed to build the engine. Adapt your marketing technology portfolio 3 • Use big data technologies to get predictive. • Compress the data-to-insight process. Accelerate innovation with analytics 4
- 27. How to getstarted: As soon as you get back to work… • Team up marketers, data scientists, and technologists. • Map your technology assets to your customers’ journeys. • Follow the four steps to start building your engine. • Treat it as a living product, not a one-time project. © 2014 Forrester Research, Inc. Reproduction Prohibited
- 28. Image source: http://www.huffingtonpost.com © 2014 Forrester Research, Inc. Reproduction Prohibited
- 29. © 2014 ForresterResearch, Inc. Reproduction Prohibited THANK YOU Carl Doty Vice President & Group Director Marketing Leadership & Customer Insights cdoty@forrester.com @carldoty
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- 31. 31 Context isKey Throughout the Customer Journey PRE-PURCHASE Consider Research PURCHASE Engage Advocate POST-PURCHASE
- 32. 32 Customer Context Connectivity Past behavior Customer Day of year Purchase history My device Time of day Demographics What I want to accomplish - now My location My language Channel preferences Business or leisure
- 33. 33 Know, Reach,Convert & Engage customers across the entire journey
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- 35. 35 Brand dilution 3.3 MB Full page loaded onto mobile… “Porsche = Fast cars, slow web pages” 3.3 MB Contextually Poor
- 36. 36 Proper BrandingNavigation specific for my Device Optimized Design Elements Detect capabilities of my Device 1.7 MB 138 KB Tasks relevant to my Context Size & speed geared towards network/device Contextually Relevant
- 37. 37 6 Tenetsto Customer Experience Success Measure to Understand Optimize Experiences Focus on context Accelerate customer journeys Engage across channels Enable self-service support 1 2 3 4 5 6
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- 39. Powering campaigns for400+ global brands 39 3400 Employees Worldwide Founded in 1992 72 out of the top 100 global brands work with SDL Driving $16B in annual online revenue with our eCommerce technology Leader in web content management Enabling companies to communicate in 100+ countries 7 BILLION words translated every month 70 offices 38 countries 1500 enterprise customers Global Customer Experience Leader 400 partners
- 40. 40 Thank you hbeader@SDL.com @hbeader
- 41. Global Customer ExperienceManagement Copyright © 2008-2014 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL.
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- 43. Thank You for Watching