customer context: power relevant experiences create brand advocates
DESCRIPTION
Consumers expect relevant experiences and meaningful interactions across all channels and devices. They don’t trust your ads and they are more likely to engage and interact with your brand on other channels. So where are those interactions taking place? And how can you spark engagement to keep them coming back? The key is understanding the customer context.TRANSCRIPT
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?
© 2014 Forrester Research, Inc. Reproduction Prohibited
© 2014 Forrester Research, Inc. Reproduction Prohibited Image source: http://www.wired.com/2014/01/audi-tt-dash/
© 2014 Forrester Research, Inc. Reproduction Prohibited
Context Is The Marketer’s New Remit
© 2014 Forrester Research, Inc. Reproduction Prohibited
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
© 2014 Forrester Research, Inc. Reproduction Prohibited
Today’s campaign processes are linear
StrategyPlanningAnalyticsDesign
Execution
CustomersCampaignsBrand
Campaign Performance
© 2014 Forrester Research, Inc. Reproduction Prohibited
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
© 2014 Forrester Research, Inc. Reproduction Prohibited
But the customer life cycle is non-linear
© 2014 Forrester Research, Inc. Reproduction Prohibited
But the customer life cycle is non-linear
© 2014 Forrester Research, Inc. Reproduction Prohibited
But the customer life cycle is non-linear
© 2014 Forrester Research, Inc. Reproduction Prohibited
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…"
© 2014 Forrester Research, Inc. Reproduction Prohibited
McCormick & Company sparks a self-perpetuating interaction cycle
© 2014 Forrester Research, Inc. Reproduction Prohibited
How can you exploit customer context?
© 2014 Forrester Research, Inc. Reproduction Prohibited
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.
© 2014 Forrester Research, Inc. Reproduction Prohibited
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.
© 2014 Forrester Research, Inc. Reproduction Prohibited
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
© 2014 Forrester Research, Inc. Reproduction Prohibited
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
© 2014 Forrester Research, Inc. Reproduction Prohibited
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
© 2014 Forrester Research, Inc. Reproduction Prohibited
THANK YOU Carl Doty Vice President & Group Director Marketing Leadership & Customer Insights [email protected]
@carldoty
SDL Howard Beader
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PRE-PURCHASE
Consider
Research
PURCHASE
POST-PURCHASE
Engage
Advocate
Context is Key Throughout the Customer Journey
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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
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Know, Reach, Convert & Engage customers across the entire journey
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Full page loaded onto mobile… “Porsche = Fast cars, slow web pages”
Brand dilution
3.3 MB 3.3 MB
Contextually Poor
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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
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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
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Powering campaigns for 400+ global brands
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Leader in web content management
Enabling companies to communicate in 100+ countries
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70 offices
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1500 enterprise customers
Global Customer Experience Leader
400 partners
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Global Customer Experience Management
Q&A Session
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