content marketing masterclassing week nyc with censhare

censhare

Masterclassing Content MarketingBridging the gap between internal and external marketing communicationMay 10, 2016

Rainer HeckmannCOO, censhare US Inc.

• Digital Asset Management• Product Information

Management• Collaboration und Workflow• Planning and Production• Marketing Resource Management• Web Content Management• Content-Creation & delivery for

Print, Web, Mobile, and Social Media

censhare helps companies to master the next generation of digital communication

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censhare AG, Germany

censhare (Switzerland) AG

censhare (UK) Limited

censhare US Inc.

censhare India Private Limited

Where We Are

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150+ International Clients

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Censhare is one of the better kept secrets of the current trend toward

digitalization. […] While other vendors still talk of "personali-

zation", their enhanced ability to drive richer contextualization

sets them apart.

“

”Cool Vendor forContent Management

Bridging the gap between internal and external marketing communication

Marketing Communication PLAN

Budgets, resources, tasks and campaigns

CREATEContent for all

channels, devices and audiences

ProduceSystem automated or

manually

DiscoverCompany and business goals

APPROVECollaborate with

partners and suppliers

LAUNCHDeliver all output

channels

PROMOTETarget and

personalize all messaging

UNDERSTANDAnalyze, evaluate

and react

UPCYCLEReuse content

and data for further tactics

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Investment in

• Email marketing• Mobile• Social Media• Inbound• …

Externalcommunication

$$$

We strive for communication that is

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Personalized

Right• The right information• To the right individual• At the right time and place• To the right device

Relevant• To the point• In the individual’s context

Externalcommunication

✓

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Is our internal communication

• Relevant?• In context?• Right time?• Right place?• Right device?

Internalcommunication

?

Internal Communication

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121 emails

• 2 hours and 14 minutes per day• 62% check work email on weekends• 59% check email from the bathroom

75 Legitimate

36 Sent

10 Spam12

6

1

9 3

4

10

57

8

2

11

1 hour and 17 minutes of meetings

• 30 minutes considered useless

1 hour and 32 minutes information search

and gathering

12

6

1

9 3

4

10

57

8

2

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How We Spend Our Time

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Meetings InformationSearch

Role-specific TasksEmail

1 2 3 4 5 6 7 8Hrs

Source: International Data Corporation (IDC); McKinsey Global Institute analysis

The Conflict

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Key Marketing Goals

• Deliver value to customers

• Foster lasting connections

• Capture value, measure results

• Our internal communication is not as efficient and effective as our external communication.

• We look at internal and external communication astwo separate things.

External Internal

SociodemographicData

Analytics

Patterns

Profiles

Mail

POS

Portal

Call Center

Shop

Mobile

SalesLiterature

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ERPSystem

CRM System

EmailMarketing

Social MediaManagement

MobileMarketing

DAMSolution

Editorial System

AnalyticTool

InboundMarketing

MRM System

Web ContentManagement

Today’s Solution Landscape

SociodemographicData

Analytics

Patterns

Profiles

Mail

POS

Portal

Call Center

Shop

Mobile

SalesLiterature

16

Marketing & Communication Hub

SDK

ERP CRM

MCCM

Customer

Turn complexity into value