How Top Brands Leverage DAM Technologies to Create Killer Customer Experiences In this DAM Master Class, youll see how top brands are transforming their marketing through personalized, real-time, data-driven communications that reach customers at exactly the right moments. Using the latest technologies, GoPro, Red Bull, NFL, Visa, Nike, and BMW have optimized their content marketing supply chains to curate and deliver real-time, high-impact content based on individual customer behaviors. Theyve seen big gains in brand recognition, customer loyalty, and sales and your company can, too. Use your DAM to build relationships that win markets, not just another campaign! Join IO Integration and censhare to learn how you can: Build a cutting-edge content acquisition platform for owned, gained, and real-time media just like marketing wunderkind GoPro. Create a content marketing exchange that simplifies the production and delivery of personalized brand communications just like luxury brand leader BMW. Get a first look at the censhare 5 enterprise content management platform thats so intuitive you might even trust your marketing people to try it! Dagmar Schneider, Solution Architect, censhare Jill Talvensaari, Content Technology Strategist, IO Integration

1. The Future of Content Marketing
How GoPro and BMW create killer customer brand experiences
© 2014 IO Integration, Inc. All rights reserved.

2. 2
Presenter: Rich Carroll
Bio: Technical Account Manager, IO Integration
Previous: Creative IT lead for Leo Burnett: OS9->OSX for 600
mac users, custom Marketing Automation solutions for US
Army and Starbucks, Quark -> InDesign
Background: Studio and portrait photography. In home baby
photography. Commercial Photo lab tech during transition
from analog to digital.
Contact: rich@iointegration.com

3. 3
Presenter: Jill Talvensaari
Bio: VP Marketing & Customer Engagement, IO Integration
Previous: Product Marketing executive at technology start-ups
and enterprises alike including: Akeena Solar, Adobe,
Microsoft, Equifax, Paralon, Verisign, Digital River, Moxie
Education: MBA International Marketing, Seattle University;
BA in Quantitative Economics and Decision Systems, BS in
Cognitive Science, UC San Diego
(Secret Sauce: marketing ninja whose superpower is
connecting ideas, people, and technology to achieve
awesome)
Contact: jill@iointegration.com @ioi_inc

4. Everyone wants customers that
YOUR
BRAND!
4

5. Content marketing is changing rapidly. . . through technology
5
WHAT USED TO BE THIS
HAS NO BECOME THIS
Mass publication of content pushed
to the consumer without knowing the
consumer or the context
HAS NOW BECOME THIS

6. Technology is driving new conversations . . .
6
…with consumers
across every
media platform

7. Marketing is transforming from unknown to known
7
Mission
Customer
Intelligence
Tactics
Measurement
THEN: BRAND DRIVEN NOW: CONSUMER DRIVEN
• Represent the brand
• Finding customer
• Push
• Mass Advertising
• Demographic
• Generalized content
• Point in time blasts
• Few isolated channels
• Waterfall method
• Advertising
• 3rd party table
• Intuitive decision making
• Excitement, buzz
• Represent the consumer
• Find the consumer
• Pull
• 1:1 targeting
• Behavioral
• Personalized content
• Continuous relationship
• Exploding integration channels
• Agile method
• Storybuilding, content re-use
• Owned big data
• Fact based decision making
• Engagement, revenue

8. You know you live in the Information Age when…
8
Consuming Content
is like a losing a Tetris battle.

9. Marketing content and data will continue to grow
9
TB/yr
2013 2014 2018

10. Content is King
Did you know…
60% of all goods are bought on the
strength of the brand communications.
Source: Millard Brown
10

11. And it is being consumed constantly across many channels
70 minutes | web browsing
127 minutes | mobile applications
168 minutes | television
11

12. With more channels to manage and influence . . .
12
Retail
E-commerce
Social
Distribution
Commercial Partnerships

13. And more marketing technology means clarity is paramount
2011 2012 2014
~100 ~350 ~950
13
Info source: Scott Brinker JANUARY 7, 2014

14. And content isn’t a fad, it’s the ERP for brands
Customer
14
ERP / Business
Software
CRM
Software
Communications
Software

15. Enter omni-channel customer experience management (CXM)
OMNI
CHANNEL
EXPERIENCE
TRADITIONAL DIGITAL
15

16. Foundations & Integrations Fuel Successful Omni-Channel Management
MAM Campaign
Management
16
Feedback &
Analytics
Metadata
Governance

17. © 2014 IO Integration, Inc. All rights reserved.
Rise of the In-House Agency
From 2008 to 2013, use of in-house agencies has
increased to 58% in 2013 from 42% in 2008 (Assoc.
National Advertisers) and companies like Apple and
Google are fueling the creative team come-back by
doing more in-house instead of with an “agency of
record” (Forbes) because:
• Economics—marketers need to do more with less
• Digital, social, and mobile media require
unprecedented speed and agility
• Brands want to own the customer experience

18. Customer Experience Management (CXM) by the numbers
Marketers believe CXM is
most exciting opportunity
But that the focus on omni-channel
campaign management and
personalization will supersede CXM in
the next 5 years..
18
76%
66%
Marketing has changed more
in the last 2 years than
previous five decades
Technology drives marketing.
Customer focused experiential
marketing requires an obsession with
data, deep understanding of the brand
and storylines
20% Believe that their c-suite has
stomach for adaptive,
experiential marketing
Agile marketing requires a business
culture that embraces experimentation
and allows failure.
80% Of marketers agree that the
role of content will grow
while push media
effectiveness dies
Right moment, right channel, location-based
1:1 marketing is here to stay
* Adobe Quarterly Digital Intelligence
Briefing

19. Content = Information + Experience
19

20. Experiences Create More Happiness than Material Goods
20

21. How do you get customer experiences that increase sales?
CONTENT MARKETING STRATEGY BUILDS ON THESE 4 PILLARS
Revenue
21
Customer
Takes Action
Experience
The know brand wow
Amplify
Across media channels
Influence
Others behavior, opinions
Extend
Reach and marketshare
Relevance
Awareness Engagement
CUSTOMER
TIME
CXM STRATEGY = $$$

22. Think about all the channels you facilitate and leverage
Your
Brand
22

23. So content strategy and technology needs to be integrated
23

24. Content Marketing Technology Success
24
Starts with great
storytelling to the right
person, the right way.
Technology delivers the
message in the moment.
Message received.

25. But it’s even more important that your content resonates
25
Web
Print
Mobile
Social Networks
PIM/ERP
CRM
Analytics
Geospatial
e-commerce
Customer engagement
Customer experience
Content

26. Experiment to maximize value of Content Communications
26
Apps
CRMs
Marketing
Media Channels
Events & Promotions
Social Media
Magazines
Web2Print
Intranets
Websites
Blogs
Data & Information
Branded content
consumer brand value

27. And you are able to optimize performance across channels
27
Agile/
Adaptive
Marketing
Strategies
Website
Webshop
Social Media
Public Relations
Advertising
Promotions
Point of Sale
Media
Dealers

28. The Best Content Strategy: Building 1:1 Consumer Relationships
28
1:1

29. These companies have amazing customer
experiences, so customers...
THE
BRAND!
29

30. GoPro – Camera Manufacturer or Media Powerhouse?
Personalized relevant content based on the
consumers interaction with the brand SELLS and creates FANS
30

31. Gained media is highly effective: some brands already know it!
31

32. What is Redbull: drinks manufacturer or an adventure brand?
32

33. Nike: Running shoes or dreams of the healthy lifestyle?
33

34. Visa builds inbound consumer apps for compelling experiences
34

35. BMW, Germany
35
Brand Promotion
• International Sales Literature
• Modules
• Digital Asset Management
• Translation Management
• Localization Management
• Workflow and Process Management
• Content Management
• Users
• > 600

36. Dyson, UK
36
Brand Communications
Worldwide Marketing Communications
Modules
• Digital Asset Management
• Translation Management
• Localization Management
• Workflow and Process Management
• Content Management
Users
• > 300

37. GoPro, USA
37
Brand Experience
Content Acquisition and Web Experience
Video and Photo of the Day
Modules
• Digital Asset Management
• Translation Management
• Workflow and Process Management
• Content Management
Users
• > 100

38. 38
Brand Personalization
Localized Marketing, Tabs in 14 Regions
Personalized 1:1 Offers (150% inc. conversion)
Brand Ecosystem for Partners, Distributors
Centralized Marketing Technology Stack
Modules
• Digital Asset and Localization Management
• Workflow and Process Management
• Content Management
Users
• > 1000
Retail
Top Retailer, USA

39. Connecting the Content Strategy to the Consumer Story
MEASUREMENT
39
Content Strategy
• Media
• Analytics
• Research
• CRM
• Ingestion
• Profiles
“What works and why”
“Tactics, timing, positioning”
Content Technology
• Creation
• Production
• Delivery
• Platforms
• Meta-data
• Integration
“How it gets executed”
“Scalability, relevance, speed”
Constomer Experience
• Engagement
• Relevance
• Purchasing
• Interaction
• Influence
• Amplification
“Brand storytelling, personalization”
“Message, interact, share”

40. Content Marketing Technology Vision
40

41. Enabled by using smart people and smarter technology
BEST PRACTICES
• Centralize all media content for single point of truth for multi-channel
publishing – online, offline, social, mobile, video
• Integrate mktg ops/ERP/CRM/ecommerce
• Focus on usability and seamless web and mobile experience
• Listen and analyze content interactions, optimize
• Deliver relevant, engaging and interactive content
41
Media Asset
Management
Publishing /
Creative
All Channels
Online Offline
Consumer Experience

42. BUT REMEMBER
Clean your house first.
Analyze and enhance your
metadata, workflows, and
integrations to support a Digital
Content ecosystem.
Don’t recreate broken, manual or
non-Digital processes.
42

43. 43
CXM Strategy: Keys to success
ID
Know what success looks like
before you start
KISS
Keep it simple and stupid
RINSE, REPEAT
Measure performance,
recalibrate, try new things

44. And your customers will really . . .
YOUR
BRAND!
44

45. 45
Thank you!
Contextual Content builds
A more powerful experience
built on knowledge and insights