breaking down digital - a digital framework for marketing procurement
TRANSCRIPT
Breaking Down Digital
Jason Heller
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Nov 11, 2014
Confiden'al 2
Everyone shares the same pain and frustration…
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How to wrangle the complexity of digital
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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
