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P&G Alumni Network Atlanta Chapter 4-13-17 program - Top 3 MarTech Themes - ARKE Systems

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P&G Alumni Network Atlanta Chapter 4-13-17 program - Top 3 MarTech Themes - ARKE Systems

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P&G Alumni Network Atlanta Chapter 4-13-17 program - Top 3 MarTech Themes - ARKE Systems

  1. 1. Steve Cook President Harris Fogel David Grocer Michael Lanning Linda Wunderlich Darlene Tobin Co-President Joe DeLapp Brian HankinLalit Durante Ricardo Shelley Your Atlanta Chapter Board Serving You Welcomes You to Program 5!
  2. 2. Who has been to one of our 4 programs? 1/12: Kip Knight, President H&R Block Retail Rob Lynch, President, CMO, Arby’s 4/20: Proven Best Practices From Entrepreneurs & Innovators That You Can Apply To Your Business 9/7: Cheryl Bachelder, CEO, Popeyes Louisiana Kitchen 11/3: Jamie Turner, CEO, SIXTY Marketing
  3. 3. 2017 Strategic Tech Topic Partner
  4. 4. Today’s Top 3 Trends in Marketing Technology Margaret Wise | VP, Strategy mwise@arke.com www.linkedin.com/in/mgtwise
  5. 5. The good old days…
  6. 6. New Marketing Platform Trends
  7. 7. Customer Experience Leaders Outperform the Market
  8. 8. You are not being judged fairly
  9. 9. 50% of these require technology investments
  10. 10. Why are we still building silos in an interconnected world? How do we translate marketing needs into technology requirements? Can we make sure our tools work together? How do we make the most of our tools? We paid full price for that technology tool. Why are we only using half of it? What tools do we really need? What’s on The Marketing Mind? TM
  11. 11. Leapfrog ahead…or fall further behind
  12. 12. Hierarchy of MarTech Needs
  13. 13. Marketing & Advertising Business Processes Decision Making The Expectations IT Mindset Digital Spray One-to-one Digital Marketing Paper & People Intensive Highly Automated Instincts & Experience Fact Based Decisions Traditional iGeneration Systems of Records Systems of Engagement Continuous Process Improvement Credit FPoV 2015
  14. 14. Today’s technology is sparking opportunity 58% of new IT investments will directly involve business executives in 2013 80% of new IT investments will directly involve business executives by 2016 70% of CIOs will embrace a cloud first strategy in 2016 Businesses must employ a connected strategy—across mobile, social, cloud, and information—to remain competitivemobile social cloud information #1 tech priority for both IT execs and BDMs: “Improve the use of and analytics to improve business decisions and outcomes” data Internet of things “Smart” assets will make processes more efficient, give products new capabilities, and spark novel business models Mobile devices: new primary design point for end-user access Apps 85%of CxOs view IT department as key resource for achieving strategic goals #crmshowme #crmshowme
  15. 15. ‘Pre’ Trend – The fundamentals
  16. 16. Trend 1- Personalization
  17. 17. Imagine if… the content on Starbucks.com changed based on our previous purchases made with the Starbucks app… Explicit Personalization is based off these available factors… • Any data you own (CRM/ERP/Other) • Third Party data sources • Acxiom (b2c) • Demandbase (b2b) Explicit Personalization Click any link in the email and the starbucks.com immediately closes the loop with CRM and knows all about me
  18. 18. Imagine if… the experience on bestbuy.com changed based on the type of computer we visited from. One experience being a Mac the other being a Dell Implicit Personalization is based off these available factors… • Location (Atlanta or San Francisco) • Browser (Chrome or Internet Explorer) • Computer type (PC or MAC) • Time of day (Morning or Night) • Screen size (think responsive) Implicit Personalization
  19. 19. Imagine if… the experience on cnn.com changed based on the type of content we consumed on our last visit or the referring source Behavioral Personalization is based off these available factors… • Current visit activity • Previous visit activity • Referral source Behavioral Personalization CNN after they realize I love to travel topics Generic CNN
  20. 20. Trend 2- Orchestration of Content
  21. 21. What you need- when you need it
  22. 22. Trend 3- Moments vs Mindset
  23. 23. (Bonus) Trend 4: Customer Effort Score
  24. 24. Trend 5 – Experience of the (near) future
  25. 25. The wave of the future…
  26. 26. Who is Arke? Marketing Technologist 65 consultants supporting enterprise customers A Loyal Partner 300+ Projects with a 94% client retention rate Sitecore and Microsoft Extremely close with our software partners (ask how!) Innovators We are constantly improve our software partners products with our own products Digital Business Transformation Who is Arke?

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