Top 2015 Trends: Delivering Multi-Channel Customer Experiences

Wednesday, December 10, 2014

Moderated by: Mike Watson

Content Technology Solutions

IO Integration

John Bookmyer Director,

Asset Management Team Detroit

Ben Treuhaft Director of IT, Product & Business Development

Nucleus AB

Lauren Philson Digital Assets Manager

The Rockefeller Foundation

Lead Sponsors

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Mission

Tactics

Measurement

CustomerIntelligence

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

Marketing has changed: consumer, content, and data driven

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Web Print

Mobile Social Networks

PIM/ERP CRM

Analytics Geospatial

e-commerce

Customer engagement

Customer experience

Content

Multi-channel marketing: create once, personalize, engage

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Changing marketing technology landscape

~100 ~350 ~950

2011 2012 2014

Info source: Scott Brinker JANUARY 7, 2014

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Marketing content and data continues to grow exponentially

TB/yr

2013 2014 2018

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And it is being consumed constantly across many channels

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70 minutes | web browsing

127 minutes | mobile applications

168 minutes | television

Sources: New Relic, Apptopia, Flurry, Phonearena

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Cyber Monday: Biggest US Online Shopping Day Ever

FUN FACTS

US Holiday Ecommerce revenue was $9.6B, up 20%

Email marketing drove 24%, with free (19%) and paid (16%) search close behind, social (1.5%) was only a blip

Mobile shopping accounted for 20% all online orders

UK spent 88% on paid search for Black Friday

By 2020, the value-add from 'The Internet of Things' will reach $1.9T worldwide, with 50B devices connected

60% of all goods are bought on the strength of the brand communications.

Sources: Millard Brown, Custora E-Commerce Pulse, Gartner, Cisco

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

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Creating real-time content for social, mobile, web, video

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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

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Top Content Marketing Challenges

90% of all organizations use content in their marketing efforts.

Source: Demand Metric Source: Linkedin B2B Technology Content Marketing Report

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Customer Takes Action

ExperienceThe know brand wow

AmplifyAcross media channels

InfluenceOthers behavior, opinions

ExtendReach and marketshare

Relevance

Engagement Awareness

Revenue

CUSTOMER

TIM

E Social media is like word-of-mouth on steroids

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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..

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

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Questions

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