Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Evangelism & The Future
of Digital Marketing
Timo Elliott
Global Innovation Evangelist, SAP
@timoelliott
What Is An Evangelist?
The Greek word
εὐαγγέλιον
(latinized to Evangelium)
originally meant a reward given
to the messenge...
73% of people surveyed wouldn’t care if the brands
they use disappeared from their life.
Source: Co.Exist
@timoelliott
New Technology =
Business Opportunity
@timoelliott
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 5
The World Changed.
Did Your Marketing?
@timoelliott
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 6
Topics
Digital Marketing and The Customer Experience
Wha...
@timoelliott
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 8
Digital Marketing
“Assemble”: 10M views
“Real Beauty”: 6...
Viral Social Media
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 10
There’s A Real Opportunity!
@timoelliott
But Consumer d...
Web, Email, Social, Mobile, Advertising…
Marketers bombard customers with irrelevant
messages. Not targeted, not relevant....
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 12
Power to the People
@timoelliott
Millennials trust strangers over family and friends. They lean on
User-Generated Experiences for purchase decisions.
Sourc...
Only 1% of Millenials said that a compelling advertisement
would make them trust a brand more.
Source: Elite Daily
@timoel...
@timoelliott
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 17
Brand (Still) Exist Only in Consumers’ Brains
Marketing...
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 18@timoelliott
19© 2015 SAP SE or an SAP affiliate company. All rights reserved.
20© 2015 SAP SE or an SAP affiliate company. All rights reserved.
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 21
Product Experience Is The New Marketing
Old Marketing:
...
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 22
Back to the Origins of Marketing
“Marketing and innovat...
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 23
Would a cool
tweet help?!
@timoelliott
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 24
This Doesn’t Help Much, Either…
@timoelliott
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 25
“Customer experience is the last source of sustainable
...
“100% of tech CMOs are attempting to
redesign their marketing organization”
- IDC
@timoelliott
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 27
Work on Your Digital Core
Customer
Experience
Omni-
Cha...
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 28
By 2020, information will be used to
reinvent,
digitali...
29© 2015 SAP SE or an SAP affiliate company. All rights reserved.
Catching Medical Problems
Before They Become Crises
30© 2015 SAP SE or an SAP affiliate company. All rights reserved.
Connected Care Systems For Diabetes
Roche Diagnostics
Ro...
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 31
@timoelliott
33
RESEARCH
TRACK
ORDER
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
POST
REVIEW
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
D...
34
Every Journey is Unique
And every point of engagement matters
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 35
CUSTOMER RECORD
Departmental / Channel
Silos
SERVICE
SA...
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 36
Running Gone Digital
“The fitness brands of the future ...
37© 2015 SAP SE or an SAP affiliate company. All rights reserved.
38© 2015 SAP SE or an SAP affiliate company. All rights reserved.
• Better
personalization
across different
channels
• Bet...
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 39
Omnichannel Experience
8 million members of Nespresso c...
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 42
TUI Travel
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 43
WEB CONTACT
CENTER
DIGITAL
GOODS
MOBILE SMS/NOTI-
FICAT...
Hybris Profile
Google Plus
Identity
Customer
Master Data
Browser
Identity
Twitter
Identity
Category
Affinity
Brand Affinit...
WHAT THEY
HAVE DONE
WHAT THEY
MAY DO
WHAT THEY
ARE DOING NOW
REAL-TIME
CONTEXTUALIZATION
PRESENTATION
OF RELEVANT
CONTENT
...
Customer Empathy
Listen
Interpret
Respond
(inbound)
SAP Hybris CX
Front office applications
Clienteling etc
Campaign
(outb...
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 47
SAP Cloud for Sales
Sell Smarter
 Account Management &...
@timoelliott
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 49
From A Systems View of Business…
Suppliers CustomersCom...
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 50
…To A Platform View of Business
Ecosystem
CompanyResour...
42% of Millenials are interested in helping companies develop
future products and services.
Source: Elite Daily
@timoellio...
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 52
Co-Creation
@timoelliott
Use Design Thinking to Rethink What You Sell
@timoelliott
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 54
Payment &
Analytics
Transaction
Discover &
Search
SAP V...
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 55
Shared
Model
Database
Global
Equipment
Registry
SAP Ass...
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 56
Swiss Property — Construction as a Platform
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 57
Three Takeaways
• It’s not about viral videos and cool ...
Thank You!
Timo Elliott
VP, Global innovation Evangelist
Timo.Elliott@sap.com
@timoelliott
Itelligence 2016: The Future of Digital Marketing
Upcoming SlideShare
Loading in …5
×

Itelligence 2016: The Future of Digital Marketing

1,775 views

Published on

Presentation at itelligence UK 2016 User conference, on Evangelism and the Future of Digital Marketing

Published in: Technology
  • Paid To Facebook? Earn up to $200/day on social media sites.  http://t.cn/AieX6y8B
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Itelligence 2016: The Future of Digital Marketing

  1. 1. Evangelism & The Future of Digital Marketing Timo Elliott Global Innovation Evangelist, SAP @timoelliott
  2. 2. What Is An Evangelist? The Greek word εὐαγγέλιον (latinized to Evangelium) originally meant a reward given to the messenger for good news εὔ = "good” ἀγγέλλω = "I bring a message“ AKA “advocate” or “champion”
  3. 3. 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. Source: Co.Exist @timoelliott
  4. 4. New Technology = Business Opportunity @timoelliott
  5. 5. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 5 The World Changed. Did Your Marketing? @timoelliott
  6. 6. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 6 Topics Digital Marketing and The Customer Experience What To Do About It: • Reimagine The Role of Marketing • Optimize The Customer Journey • New Ways of Creating Value @timoelliott
  7. 7. @timoelliott
  8. 8. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 8 Digital Marketing “Assemble”: 10M views “Real Beauty”: 66M views “Stratos”: 40M views @timoelliott
  9. 9. Viral Social Media
  10. 10. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 10 There’s A Real Opportunity! @timoelliott But Consumer don’t agree… Only 31% experience consistent cross-channel experiences Marketers rate themselves high in delivering consistent experiences across channels 66% rate themselves “Very Good” or “Excellent”
  11. 11. Web, Email, Social, Mobile, Advertising… Marketers bombard customers with irrelevant messages. Not targeted, not relevant. ENOUGH IS ENOUGH. “That’s Just Marketing”…
  12. 12. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 12 Power to the People @timoelliott
  13. 13. Millennials trust strangers over family and friends. They lean on User-Generated Experiences for purchase decisions. Source: Brian Solis’ Future of Business, 2013 @timoelliott
  14. 14. Only 1% of Millenials said that a compelling advertisement would make them trust a brand more. Source: Elite Daily @timoelliott
  15. 15. @timoelliott
  16. 16. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 17 Brand (Still) Exist Only in Consumers’ Brains Marketing Experience Peers
  17. 17. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 18@timoelliott
  18. 18. 19© 2015 SAP SE or an SAP affiliate company. All rights reserved.
  19. 19. 20© 2015 SAP SE or an SAP affiliate company. All rights reserved.
  20. 20. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 21 Product Experience Is The New Marketing Old Marketing: 1. Think up campaign 2. Push it at people 3. Gather leads 4. Think up new campaign New Marketing: 1. Build great product 2. Customers tell friends 3. Build community 4. Use community to build even better product Now more than ever, your product IS your marketing @timoelliott
  21. 21. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 22 Back to the Origins of Marketing “Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” Peter Drucker, 1954 @timoelliott
  22. 22. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 23 Would a cool tweet help?! @timoelliott
  23. 23. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 24 This Doesn’t Help Much, Either… @timoelliott
  24. 24. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 25 “Customer experience is the last source of sustainable differentiation and the new competitive battleground” - Gartner “We need to spend less time telling people how great we are, and more time being great” @timoelliott
  25. 25. “100% of tech CMOs are attempting to redesign their marketing organization” - IDC @timoelliott
  26. 26. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 27 Work on Your Digital Core Customer Experience Omni- Channel Workforce Engagement Assets & Internet of Things Supplier Collaboration Business Networks Digital Core @timoelliott
  27. 27. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 28 By 2020, information will be used to reinvent, digitalize, or eliminate % of business processes and products from a decade earlier. From The Back Office To The Business Models of Future ” “ @timoelliott
  28. 28. 29© 2015 SAP SE or an SAP affiliate company. All rights reserved. Catching Medical Problems Before They Become Crises
  29. 29. 30© 2015 SAP SE or an SAP affiliate company. All rights reserved. Connected Care Systems For Diabetes Roche Diagnostics Roche Diagnostics uses the SAP HANA Cloud Platform and an app designed by SAP for its personalized, preventative medicine solution for diabetes sufferers
  30. 30. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 31
  31. 31. @timoelliott
  32. 32. 33 RESEARCH TRACK ORDER SHOP & BUY RECEIVE PACKAGE MISSING ITEM POST REVIEW SETUP PHONE BILLING ISSUE MAKE PAYMENT PHONE DAMAGE TERMINATE SERVICE JOIN GROUPS NETWORK ISSUE CHANGE ADDRESS RESTART SERVICE RECEIVE OFFER REFER FRIENDS WEB PRINT DIGITAL ADS WORD OF MOUTH SOCIAL TV RETAIL STORE WEB SHOP REVIEWS SEARCH KW/ADS CONTACT CENTER WEB SHOP EMAIL SOCIAL RETAIL STORE WEB SHOP CONTACT CENTER CONTACT CENTER RETAIL STORE CONTACT CENTER CONTACT CENTERSOCIAL WORD OF MOUTH SOCIAL EMAIL SUPPORT PORTAL ? SUPPORT PORTAL ? BRANDED COMMUNITY ? Customers Now Script Their Own Journey RESEARCH RECEIVE OFFER SHOP & BUY DISCOVER NEED TRACK ORDER RECEIVE PACKAGE MISSING ITEM SETUP PHONE POST REVIEW JOIN GROUPS NETWORK ISSUE BILLING ISSUE TERMINATE SERVICE PHONE DAMAGE MAKE PAYMENT CHANGE ADDRESS RECEIVE OFFER RESTART SERVICE REFER FRIENDS
  33. 33. 34 Every Journey is Unique And every point of engagement matters
  34. 34. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 35 CUSTOMER RECORD Departmental / Channel Silos SERVICE SALES MARKETING COMMERCE ‘Multi’-channel CRM Suites CUSTOMERRECORD SALES & SERVICE MARKETING COMMERCE Omni-channel Engagement Platform CONTEXTUAL MARKETING & SERVICE SALES & COMMERCE CUSTOMER INTELLIGENCE PHYSICAL & DIGITAL EXPERIENCE
  35. 35. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 36 Running Gone Digital “The fitness brands of the future will not just make physical products, but will be embedded in the consumer journey in ways that will help keep people motivated and maximize their enjoyment of sport. By putting together a digital fitness platform and world class physical products, we can build a new kind of fitness brand”
  36. 36. 37© 2015 SAP SE or an SAP affiliate company. All rights reserved.
  37. 37. 38© 2015 SAP SE or an SAP affiliate company. All rights reserved. • Better personalization across different channels • Better targeting and marketing execution • Real-time recommendations
  38. 38. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 39 Omnichannel Experience 8 million members of Nespresso club 200,000 orders per day 20 different languages 200 Nespresso stores @timoelliott
  39. 39. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 42 TUI Travel
  40. 40. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 43 WEB CONTACT CENTER DIGITAL GOODS MOBILE SMS/NOTI- FICATIONS EXPERIENCE MANAGEMENT PLATFORM, INFRASTRUCTURE, INTEGRATION DATA & PROCESS MANAGEMENT COMMERCE MARKETING SERVICE SALES AGENT TOOLSIN STORE/BRANC H SOCIAL MEDIA MARKET- PLACES EMAIL @ PRINTINGDIGITAL ADVERTISING SEARCH KW/ADS IOT SAP Customer Experience Solutions BILLING
  41. 41. Hybris Profile Google Plus Identity Customer Master Data Browser Identity Twitter Identity Category Affinity Brand Affinity Product and Category Views Web Session Location Product and Category Views Web Session is similar to
  42. 42. WHAT THEY HAVE DONE WHAT THEY MAY DO WHAT THEY ARE DOING NOW REAL-TIME CONTEXTUALIZATION PRESENTATION OF RELEVANT CONTENT THE CUSTOMER TOUCHPOINTS Context and the Customer Journey
  43. 43. Customer Empathy Listen Interpret Respond (inbound) SAP Hybris CX Front office applications Clienteling etc Campaign (outbound) SAP Hybris Marketing TOUCHPOINTS IOT PROFILE Intent Sentiment UrgencyDesire Profile keeps in step with every contact, visitor and customer on every channel. Continuously, in real time
  44. 44. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 47 SAP Cloud for Sales Sell Smarter  Account Management & Intelligence  Opportunity Management & Insight  Collaboration & Social  Productivity & Personalization  Real-Time Analytics  Mobility  Groupware Integration  Integration  Platform
  45. 45. @timoelliott
  46. 46. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 49 From A Systems View of Business… Suppliers CustomersCompany
  47. 47. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 50 …To A Platform View of Business Ecosystem CompanyResources A platform provides the business with a foundation where resources can come together to create value
  48. 48. 42% of Millenials are interested in helping companies develop future products and services. Source: Elite Daily @timoelliott
  49. 49. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 52 Co-Creation @timoelliott
  50. 50. Use Design Thinking to Rethink What You Sell @timoelliott
  51. 51. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 54 Payment & Analytics Transaction Discover & Search SAP Vehicles Network
  52. 52. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 55 Shared Model Database Global Equipment Registry SAP Asset Network Business Partner Network Services Applications Service Bulletins, Recalls & WarrantyService Bulletins & Recalls Performance & Usage based Design Enhancements Quality, Inspection & Calibration Results Sharing MRO Visual Spare Parts content Visual Work Instructions & Task Lists Visual install base Analyse Install base performance Business Context for Predictive Maintenance Collaborative work execution & results sharing
  53. 53. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 56 Swiss Property — Construction as a Platform
  54. 54. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 57 Three Takeaways • It’s not about viral videos and cool content — it’s about great customer experiences • You have to own the end-to-end customer journey • It’s about acting, not just analyzing @timoelliott
  55. 55. Thank You! Timo Elliott VP, Global innovation Evangelist Timo.Elliott@sap.com @timoelliott

×