breaking down digital - a digital framework for marketing procurement

Breaking  Down  Digital  

Jason  Heller  

1  

Nov  11,  2014  

Confiden'al  2  

Everyone shares the same pain and frustration…

3  

How to wrangle the complexity of digital

4  

Let’s stop the hyperbole and get practical

“The  End  of  Marke9ng

 As  We  Know  It”  

“The  Death  of  Tradi9onal  Media”    

“The  Sky  is  Fall

ing”  

5  

That said …

84%  Agree  that  marke5ng  is    undergoing  a  revolu5on  (Adobe  survey  2014)  

78%  Expect  digital  and  mobile  to  transform  their  business  within  5  years  (Accenture  survey  2014)  

61%  Marketers  agree  that  their  role  will  change  within  the  next  year  (Adobe  survey  2014)  

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Marketing transformation has measureable results

Organiza5ons  with  “excellent”  marke5ng  capabili5es  outperform  their  market  (McKinsey  research  2013)  

2x  –  3x  greater  revenue  growth  

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The modern consumer is the catalyst for transforming the modern marketing organization

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§  UX  of  everything  

§  Crea9ng  great  content,  and  a  lot  of  it  

§  Managing  a  complex  media  ecosystem  

§  Providing  advanced  analy9cs  and  insights  

§  Collabora9on  and  workflow  

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A simple framework “cheat sheet” to clarify digital

Content  

Media  

Data  Business  Processes  

CLM  

Commerce  

Customer  experience  

+  

Content  

Customer  experience  

A simple framework to clarify digital

§  Website  §  Mobile  §  Distributed  

Business  processes  

§  DAM  and  workflow  §  Content  management  §  UX  op5miza5on  

§  SEO  §  Social  

Content  

Media  

Customer  experience  

A simple framework to clarify digital

§  Website  §  Mobile  §  Distributed  

§  SEM  §  Programma5c  §  Premium    

Business  processes  

§  DAM  and  workflow  §  Content  management  §  UX  op5miza5on  

§  SEO  §  Social  

§  Ad  serving  §  Bid  management  §  MRM  /  campaign  management  

Content  

Media  

Customer  experience  

A simple framework to clarify digital

§  Website  §  Mobile  §  Distributed  

§  SEM  §  Programma5c  §  Premium    

Business  processes  

§  DAM  and  workflow  §  Content  management  §  UX  op5miza5on  

§  SEO  §  Social  

§  Ad  serving  §  Bid  management  §  MRM  /  campaign  management  

Data  §  Analy5cs,  a[ribu5on  §  DMP  §  Consumer  insights  

§  MROI  §  Data  mart  management  §  Performance  op5miza5on  

Content  

Media  

Customer  experience  

A simple framework to clarify digital

§  Website  §  Mobile  §  Distributed  

§  SEM  §  Programma5c  §  Premium    

Business  processes  

§  DAM  and  workflow  §  Content  management  §  UX  op5miza5on  

§  SEO  §  Social  

§  Ad  serving  §  Bid  management  §  MRM  /  campaign  management  

Data  §  Analy5cs,  a[ribu5on  §  DMP  §  Consumer  insights  

§  MROI  §  Data  mart  management  §  Performance  op5miza5on  

CLM  §  CRM  §  Marke5ng  automa5on  §  Social  media  

§  Systems  integra5on  §  CRM  governance  §  A/B,  mul5variate  tes5ng  

Content  

Media  

Customer  experience  

A simple framework to clarify digital

§  Website  §  Mobile  §  Distributed  

§  SEM  §  Programma5c  §  Premium    

Business  processes  

§  DAM  and  workflow  §  Content  management  §  UX  op5miza5on  

§  SEO  §  Social  

§  Ad  serving  §  Bid  management  §  MRM  /  campaign  management  

Data  §  Analy5cs,  a[ribu5on  §  DMP  §  Consumer  insights  

§  MROI  §  Data  mart  management  §  Performance  op5miza5on  

CLM  §  CRM  §  Marke5ng  automa5on  §  Social  media  

Commerce  §  Merchandising  §  Omnichannel  transac5ons  §  Customer  support  

§  Product  informa5on  management  §  Payments  

§  Systems  integra5on  §  CRM  governance  §  A/B,  mul5variate  tes5ng  

Quan9ta9ve    measures  

Qualita9ve    measures  

Performance  marke9ng  

Difficult  to  9e  back  to  value  

Easy  to  9e  back  to  value  

CRM  

Content  

Website  

Social  media  

Mobile  apps  

Mobile  adver9sing  

Video  adver9sing  

Brand  display  

SEO  

Social  listening  

Crea9ve  

CRM  

Performance  marke9ng  

Website  

SEO  

*  Not  exhaus've  

Content  

Social  media  

Mobile  apps  

Video  adver9sing  

Brand  display  

Social  listening  

Marketers struggle with various levels of accountability

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The  future  is  already  here  –  it's  just  not  evenly  distributed      –  William  Gibson  

Thanks  for  listening!  

Jason  Heller  

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jason@agili5partners.com  

@jasonheller