Download as PDF, PPTX
Uploaded byThe Content Advisory
Customers, Content & Experiences - Beyond Random Acts Of Technology
Robert Rose discusses the evolution and importance of collaboration between marketing and IT, highlighting that traditional marketing strategies must adapt to non-linear customer journeys. He emphasizes the need for a unified strategy in integrating content and technology to enhance customer experiences. The document suggests that understanding technology's role and engaging in meaningful collaboration among teams can drive better marketing outcomes.
More Related Content
Similar to Customers, Content & Experiences - Beyond Random Acts Of Technology
Customers, Content & Experiences - Beyond Random Acts Of Technology
- 1.
- 2. #ContentTECH Hi, I’m Robert Rose @Robert_Rose @Robert_Rose
- 3.
- 4. #ContentTECH Only three ideas I’d like you to explore further… @Robert_Rose Yeah, that and 3 Presents
- 5. #ContentTECH The Content Marke?ng journey… A Form Not A Formula • • Connected concepts Not a linear pathway @Robert_Rose Our customers’ journeys aren’t linear – so, why do we expect that guiding them will be?
- 6. #ContentTECH In it, we see much of the “digital transforma?on” CLASSIC MARKETING @Robert_Rose “Tradi?onal” 1.0 Digital 2.0 Social & Content
- 7. #ContentTECH But from whatdecade is our technology? We started with content…Because, you know… Web sites! Web Analy?cs Web Content Mgmt Then, it was about op?mizing Deliver right content at the right Ame And because CRM couldn’t deliver. Conversion Analy?cs And CRM is the handoff point Because, you know…. Not markeAng! Oh yeah, measurement too…Which Sales were the “fries with that” for everything we @Robert_Rose Metrics purchased. Marke?ng Automa?on CRM
- 8. #ContentTECH Then, recently, adisturbance in the force… The “appifica?on” of marke?ng… Mobile MarkeAng Sales Enablers Video MarkeAng DAM CommuniAes Channel MarkeAng Dashboards CuraAon Social Media @Robert_Rose Content MarkeAng Tools
- 9. #ContentTECH Marketing Technology The “appifica?on” of marke?ng… @Robert_Rose
- 10. #ContentTECH Enter content marketingtechnologies… Looking at the process… 1. Create & Edit Content 2. Aggregate, Curate, OpAmize Content 3. Promote, Converse & Listen 4. Measure Analyze & Learn @Robert_Rose
- 11. #ContentTECH Enter content marketingtechnologies… They are filling the “in between” Filling the gaps of tradiAonal tech. 5 Categories… Content CollaboraAon CuraAon & ConversaAon Social Content AnalyAcs Engagement AutomaAon Na$ve Adver$sing & Promo$on (not shown) @Robert_Rose
- 12. #ContentTECH Is this theright map? Maybe….. But it really doesn’t maXer… what it signals is more important A strategic inflec?on point… The process of CM is becoming beXer understood GeZng beyond random acts of technology will be the key. @Robert_Rose
- 13. #ContentTECH Andy Grove’s strategicinflection points… RELEVANCE New Paradigm Dissonance Gap Old Paradigm @Robert_Rose TIME
- 14. #ContentTECH We know wehave to change… The digital disrup?on AffecAng our business and the way we market it. Compe??veness We need to differenAate. Innova?on New Product We need to rise above the noise. @Robert_Rose
- 15.
- 16. #ContentTECH First, we bustthe CIO/CMO alignment myths Not aligning separate strategies BeXer communicaAon is only part of the soluAon It’s not becoming each other Knowing how to code or write copy does not an expert make It’s about collabora?ng on a new, unified strategy @Robert_Rose
- 17. #ContentTECH There’s good reasonto collaborate…. @Robert_Rose • IBM CMO Study 2013
- 18. #ContentTECH Who has thetrust? * Trust their CIO’s * DON’T Trust their CMO’s Or are even impressed with their work * Fournaise Group Study -‐ 2010 @Robert_Rose
- 19. #ContentTECH Who performs? * Have cost over-‐runs 17% go so bad they threaten company ** • • Mckinsey Study 2010 @Robert_Rose Nielsen Study 2009 Is the average short-‐term return on marke?ng investment
- 20. #ContentTECH Currently businesses believe… Valuefrom technology is predictable and all that’s needed is better planning. Marketing is science that should be solved with algorithms @Robert_Rose Neither is true
- 21. #ContentTECH A unified strategyof content and technology Leverage the unique strengths of each. This is a bigger discussion than just content and marke?ng... But crea?ng customer content experiences can be a star?ng point. @Robert_Rose
- 22. #ContentTECH And it’s wherecontent strategy can shine! Hey Content Strategists -‐ looking for a Raison d’Etre lately? Content strategists can be the driver of the CMO/CIO alignment. Content can be the grounding force of a business strategy. @Robert_Rose “The coopera$on is there to democra$ze data, making it accessible and ac$onable across the enterprise. What is most obvious through these findings is that this will not be possible without partnership, and no partnership can flourish without support.” CMO Council 4/2013 Big Data’s Biggest Role: Aligning the CMO and the CIO
- 23. #ContentTECH A framework builtto change…. @Robert_Rose
- 24. #ContentTECH It’s already happening… @Robert_Rose As you start to look at technologies – prepare ques?ons: Speed, flexibility Vs. IntegraAon, portability Vs. Scalability, dependability
- 25. #ContentTECH Summing up…. Only you can stop random acts of technology Understand your buyer’s journey – and where technology will help facilitate you and the customer @Robert_Rose Marke?ng Technology is a collabora?on – an integra?on, not agreement on different strategies. Build a unified strategy that drives value Use the framework to ask beeer ques?ons – and as a “filter” for what kinds of technology to buy and implement.
- 26. #ContentTECH Three presents…. Yes,I remembered… Content Collabora?on Tools 13 Vendor Profiles & Landscape bit.ly/ContentCollabora?onTools Content Cura?on & Conversa?on Tools 12 Vendor Profiles & Landscape bit.ly/ContentCura?onConversa?on Na?ve Adver?sing and Promo?on Tools 7 Vendor Profiles & Landscape bit.ly/ContentNa?veAdver?sing @Robert_Rose
- 27. #ContentTECH Thank You @Robert_Rose @Robert_Rose