Presentation delivered by Simon Etherington at Sagittarius Future of Travel Marketing Masterclass, 11th May 2016

1. Simon Etherington// UK Managing Director,
Sitecore
Twitter: @ownthexperience
Context
Marketing

4. Deloitte – Sep 2015 – 25% of smartphone users have not made a phone call in the past week

9. “Which of the following initiatives are likely to be your organization’s top
business priorities over the next 12 months?” (High or critical priority)
Top five responses shown
Grow revenues
Improve the experience of our customers
Reduce costs
Improve differentiation in the market
Better comply with regulations and requirements
77%
74%
61%
50%
39%
Source: The CMO’s Blueprint For Strategy In The Age Of The Customer, September 12, 2014

10. Highest Second highest Third highest
Gartner survey: marketer's tech investment priorities for 2015
Customer experience
Marketing operations
Marketing analytics
Digital commerce
Social marketing
Advertising operations
Mobile marketing
Web (i.e. search, website)
Emerging technologies
0 10 20 30 40 50
Percentage of
respondents
10 6 8
11 10 8
8 11 10
11 12 10
8 14 13
10 12 14
13 14 13
13
17
12 9
1310 40%
39%
36%
35%
33%
29%
29%
24%
34%

11. © 2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Why aren’t they there yet?

12. © 2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Digital Marketing Systems Complexity
The Technology Challenge
Contextual information is hidden from use.
The Knowledge Challenge
Content without Context is meaningless.
The Content Challenge

13. © 2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
13

14. CONTEXT MARKETING
Owning the experience with right content
to the right person, in the right place,
at the right moment, based on the sum total
of their past behaviors and current needs

15. Industry Incumbent Disruptors
RETAIL
MUSIC
VIDEO RENTAL
TRANSPORTATION
TRADITIONAL RETAILERS
TRADITIONAL MUSIC
COMPANIES
VIDEO RENTAL COMPANIES
REGIONAL TAXI COMPANIES
A Revolution is Underway
Context is disrupting industries.

17. Smart Watch
Car entertainment console
Tweets
Texts
Interactive TV

18. 18

19. • The connected consumer
• New customer journeys
• Content in context matters
• Data silos must fall
• Platform disintegration not sustainable
Context Marketing in Practice

20. 75%of shoppers use
mobile devices
in store
9 in 10
shoppers
read reviews
55%of mobile shoppers
want to buy
within the hour
74%of shoppers rely on
social networks for
purchase decisions
87%consumers use
more than one
device at a time

21. Data Silos Must Fall
User profile, behavior history, preferences, paths used, content consumed,
purchases made, geographic location, device type…

22. © 2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Social
CRM
Apps
Website
Store
Customer
Support
Customer data
is disconnected

23. © 2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Connect the data
and you have context
Social
CRM
Apps
Website
Store
Customer
Support

24. Platform
Disintigration
is not
Sustainable

25. Technical requirements for
context
CONTEXT MARKETING
CONTENT
MANAGEMENT
CONTEXTUAL
INTELLIGENCE
OMNI-CHANNEL
AUTOMATION
Deep customer
profiling & insights
Automated delivery
across channels
Robust CMS that
handles content at
scale and separates
content from
presentation

26. 26
Danone Nutricia one important thing about their customers. Motherhood is a
journey, and there are several key things mothers wanted: Happy healthy babies, and
the need to deal with the unknowns of becoming a parent.

27. Aligned digital goals
27
When mums fill in their
situation, they will find a
personalised timeline
adjusted to their moment
in the mothers journey.
All content is tagged and
created for specific
moments of truth within
the mothers journey.

28. 28
Delivered omnichannel
Responsive web
Delivered
across all
form
factors in
responsive
web…

29. 29
Delivered omnichannel
Mobile app
So useful, 23% of the
women in the region
use this app!

30. 30
A cohesive experience
The entire journey, across every
channel, tied together into a single
experience via xDB

31. 31
A journey backed by data – the holy grail, a single customer view
An example of the xDB profile

32. Revenue growth
32
700% revenue growth
75%
140%
Avg monthly
revenue growth:
Avg. monthly
growth rebuy:

35. Thank you
Twitter: @ownthexperience