customer context: power relevant experiences create brand advocates

POWER RELEVANT EXPERIENCES. CREATE BRAND ADVOCATES. OCTOBER 21, 2014 10:00AM PST | 1:00PM EST

WEBCAST

What’s  Holding  Us  Back?  

•  Capterra:  Applica'on  Overload  

•  Forbes:  Marketers  Don’t            Know  What  They  Know  

A  Need  for  Unifica?on  •  Mul'faceted  approach  to  customer  engagement  

 •  Understanding  of  the  customer  context    •  An  ongoing  strategy  to  maintain  relevance  

Today’s  Speakers  

•  Carl  Doty  Vice  President  &  Group  Director  of  Marke'ng  Leadership  &  Customer  Insights,  Forrester  

•  Howard  Beader          Vice  President  of  Product  Marke'ng,  SDL    

SDL Proprietary and Confidential

Customer Context Power Relevant Brand Experiences. Create Brand Advocates

Carl Doty, Vice President, Group Director, Forrester

Howard Beader, Vice President, Product Marketing SDL

October 21, 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited

Carl Doty Vice President & Group Director

The Power Of Customer Context

Targeting Promotion Conversion Relevance

© 2014 Forrester Research, Inc. Reproduction Prohibited Image source: http://mashable.com/2012/03/29/humanize-brand-social-media/

What defines your brand?

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© 2014 Forrester Research, Inc. Reproduction Prohibited Image source: http://www.wired.com/2014/01/audi-tt-dash/

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Context Is The Marketer’s New Remit

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How context changes marketing

BEFORE CONTEXT: AFTER CONTEXT:

•  Campaigns

•  Targeting

•  Customer segmentation

•  Media schedules

•  Messages

•  Transactions

•  GRPs and CPMs

•  Interactions

•  Engaging

•  Customer recognition

•  Customer moments

•  Utility

•  Value exchanges

•  Minutes of engagement

© 2014 Forrester Research, Inc. Reproduction Prohibited

Why campaigns won’t cut it anymore

< 25% of consumers trust offline ads**

62% of marketers will grow digital budgets

this year*

< 20% of consumers trust digital ads**

**Base: 61,104 US online adults (18+), **Source: North American Technographics® Online Benchmark Survey (Part 1), 2013

*Base: 395 UK and NA Enterprise Marketers* *Source: Forrester ‘s Q3 2013 Digital Maturity Survey

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Today’s campaign processes are linear

StrategyPlanningAnalyticsDesign

Execution

CustomersCampaignsBrand

Campaign Performance

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But the customer life cycle is non-linear

ENGAGE

ASK

USE BUY

EXPLORE

DISCOVER

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But the customer life cycle is non-linear

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But the customer life cycle is non-linear

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But the customer life cycle is non-linear

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But the customer life cycle is non-linear

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Contextual interactions perpetuate a value-exchange

*Base: 1,863 North American and European network and telecommunications decision-makers of companies with 20+ employees Source: Forrsights Networks And Telecommunications Survey, Q1 2013

Connected Golf Clubs?"Connected Bodies…"

36% of firms are adopting sensor-

based tech*

Connected Cars…"

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McCormick & Company sparks a self-perpetuating interaction cycle

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How can you exploit customer context?

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Build a contextual marketing engine

A contextual marketing engine is a brand-specific platform that exploits customer context to deliver utility and guide the customer into the

next best interaction.

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What will a contextual marketing engine do for you?

• Bridge the gap between marketing and experience. • Drive more useful interactions with customers. • Provide a persistent incentive to engage. • Redefine the purpose of your campaigns.

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The contextual marketing engine at work

Big Data

Customer Database

Dscover Engage

Use Buy

•  Campaigns spark interactions across the customer life-cycle.

•  Insight and automation drive the engine.

•  Customer data and analytics fuel the engine with insights.

REAL TIME ANALYTICS

INTERACTIONS

MARKETING AUTOMATION

INSIGHTS

Discover Engage

Ask

Use Buy

Explore

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Four key steps to building your contextual marketing engine

•  Determine your brand’s North star. •  Identify your unique interaction cycle in support of that. Define your strategy 1

•  Reconceive the role of content to provide utility. •  Embrace iterative and agile approaches.

Reorganize your processes 2

•  Take inventory of your existing technology assets. •  Identify new technologies needed to build the engine.

Adapt your marketing technology portfolio 3

•  Use big data technologies to get predictive. •  Compress the data-to-insight process.

Accelerate innovation with analytics 4

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How to get started: As soon as you get back to work…

•  Team up marketers, data scientists, and technologists. •  Map your technology assets to your customers’ journeys. •  Follow the four steps to start building your engine. •  Treat it as a living product, not a one-time project.

© 2014 Forrester Research, Inc. Reproduction Prohibited Image source: http://www.huffingtonpost.com

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THANK YOU Carl Doty Vice President & Group Director Marketing Leadership & Customer Insights cdoty@forrester.com

@carldoty

SDL Howard Beader

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PRE-PURCHASE

Consider

Research

PURCHASE

POST-PURCHASE

Engage

Advocate

Context is Key Throughout the Customer Journey

32

Customer Context

Connectivity

Past behavior

Day of year

Time of day

Demographics

Purchase history

My device

What I want to accomplish - now

My location

My language

Channel preferences

Business or leisure

Customer

33

Know, Reach, Convert & Engage customers across the entire journey

34

35

Full page loaded onto mobile… “Porsche = Fast cars, slow web pages”

Brand dilution

3.3 MB 3.3 MB

Contextually Poor

36

Optimized Design Elements

Proper Branding Navigation specific for my Device

Detect capabilities

of my Device

Tasks relevant to my Context

138 KB 1.7 MB

Size & speed geared towards network/device

Contextually Relevant

37

6 Tenets to Customer Experience Success

Measure to Understand

Optimize Experiences

Focus on context

Accelerate customer journeys

Engage across channels

Enable self-service support

1

2

3

4

5

6

38

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Powering campaigns for 400+ global brands

3400 Employees Worldwide

Founded in 1992

72 out of the top 100 global brands work with SDL

Driving $16B in annual online revenue with our eCommerce technology

Leader in web content management

Enabling companies to communicate in 100+ countries

7 BILLION words translated every month

70 offices

38 countries

1500 enterprise customers

Global Customer Experience Leader

400 partners

40

Thank you

hbeader@SDL.com @hbeader

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Global Customer Experience Management

Q&A  Session  

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