provoke: agile marcoms - strategies & technologies

PowerPoint Presentation

Agile Marcoms:Strategies & Technologies

Paul Fennemore Digital Experience ConsultantAssociate Lecturer: Oxford Brookes University Business [email protected]

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

Today I am going to talk about the Agile Consumer and the Agile Business1

6 Challenges of moving to a Digital Business2Source: The Futures Company's report, The 21st Century BusinessFrom disconnected to networked businessFrom closed to open From volume to value From risk to opportunity From consumers to citizens From fixed to fluid

Functional silosData puddles > lakeOmnichannel

Ownership of knowledgeCrowdsourcing

Wrap in services

Regulation is opportunity

Whole lives


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Those organisations who will thrive are pro-actively adapting their business to address these big challenges

1. From disconnected to networked: Silos: businesses are often internally disconnected silos separated by function. The networked business understands that its different parts form a single system, and acts on that.

Data puddles: Disconnected data puddles are made into one data lake getting back to having a single customer view

Customer touch points: A networked business will seamlessly connect all the brick and click interactions a customer has with it. Its about omnichannel marketing and omnichannel customer service.

2. From closed to open: The closed business locks down ownership of knowledge. The open business is more porous, letting the outside world in and building mutual advantage. Such as giving away some of its IP to crowdsource innovation and product development.

3. From volume to value: the mass production world is giving way to businesses that tailor products and services to their users. They wrap products in a network of services. For example, the Amazon Dash replenishment service. Managing customer experiences throughout the whole life cycle.

4. From risk to opportunity: businesses tend to treat the external environment as a series of threats. Instead they will start to read it for opportunities. Regulation becomes a platform for innovation and change.

5. From consumers to citizens: Customers are more than consumers. Companies will succeed by understanding and delivering against needs that reflect their customers' whole lives, as citizens as well as consumers. Businesses operate in a consumer-oriented market economy.

6. From fixed to fluid: 20th century planning and control models make businesses unresponsive and internally-focused. The fluid business uses management and budget processes that respond to external change. They make agility systemic

Taken together, these principles are about taking the threats posed by the long-term changes in the external environment to traditional business models, and turning them into sources of competitive advantage.

But whats really driving the need for Agility. Its the Agile consumer..

2

Agile Consumers: Their world3

Attention earnedRelationship changedNow society



Attention is a commodity: With over one billion websites on the Internet and increasing at 2 a second - The Agile customer lives in a world where Attention is now a commodity and Attention has to be earned not just bought, as was the case with old marketing practices.

Marketers face a power shift from selectively informed consumers to consumers armed to their teeth with information and choice.

2. Relationship with a business a brandPeople are more inclined to Trust the opinions of other consumers than the claims bragged by a brand. They are quick to spot and voice any mismatches between the message and the reality.

3. Now Society: The Agile consumer lives in the Now Society where they expect to get the information they need in the time it takes to look at their smartphone and they expect some products to be delivered or available to collect the same day satisfying their insatiable hunger for instant gratification.

So what are organisations doing to become more Agile..?

3

Mobile disruption in finance puts a premium on user experience

Globally, nearly $23 billion of venture capital and growth equity has been deployed to fin-techs over the past five years, and this number is growing quickly

$5 billion invested in 218 Fintechs in Q1 2016e.g. Monzo, a challenger bank


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Monzo, a challenger bank is not beset by legacy systems.

It aims to steal the march on the big banks by offering customers greater control over their money by alerting them when they are close to going overdrawn, allowing them to freeze their card at will, and automatically detecting when you have travelled abroad without having to call up a branch.

The challenger will start with around 150,000 customers when it begins rolling out current accounts in spring 2017.

The boss of Monzo, Tom Blomfield, has warned that major British banks face ruin as they are swept away by new technology.

Finally, a bank as smart as your phone.Built for your smartphone, this is banking like never before. One that updates your balance instantly, gives intelligent notifications, and is easy to use.

Were trying to build the best bank on the planet and we want you on board.

4

Digital as Transformation?5AcknowledgementAgileAccelerationAutomation

Digital Transformation: a staged programme of business improvements to People, Process and Technologies used for integrated digital marketing to maximise the potential business contribution of digital technology and media".


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Digital Transformation: A staged programme of business improvements to People, Process and Tools tools used for integrated digital marketing to maximize the potential business contribution of digital technology and media".

For the C-suite, there are three prime transformation imperatives:

Acknowledge that digital marketing and communications is a boardroom mandateAcceleration the paramount challenge is a managed shift from corporate, then to customer, then to network speed;Agility the ability of the entire enterprise to flex and react quickly (at micro and macro levels) to opportunity and threat;Automation the systematic and focused encoding into software of any and all functions that are susceptible, increasing speed and quality, while reducing cost.

These prime activities combine to define the boundaries of any truly strategic digital transformation programme.

5

Acknowledgement 6Boardroom mandate


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Digital marketing has to come from the top - it has to be a board room mandate making the right levels of investment in people, processes and technology required to deliver the optimum ROI.

6

Agile: Oh. And well need you to change direction. Every day.Foresee React immediatelySwim where the fish areReal-time agenda



Its being able to react immediately to the prevailing market conditions,

Foreseeing every bump in the road and navigating around it and,

It's about listening to the pulse of the world, along with macro-/microeconomic trends that are happening

and being able to swim to where the fish are and setting a real-time agenda

And having the people, processes and technologies to cost effectively manage Agility.

7

Automation: And while youre doing that, you need to automate. A lot.8


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.The more were able to convert work into software, the better equipped we are to manage speed and change, the more we control our costs, and the more we free up the workforce for creative innovation and key knowledge work.

Dont just automate once, they need to continually automated.8

Acceleration: Thats good. Now go even faster.9


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Organisational agility needs to be in the DNA of a business.

The world of digital marcoms continues to accelerate for example WeChat.

WeChat started only five years ago (2011) and now has one billion users and you can do anything on this mobile app make voice or video calls, order goods, make payments such as your electricity bill and even book an appointment with the doctors. The rate of change is not slowing up.

Businesses cannot keep pace with the speed at which digital consumers are adopting new technologies, and are probably two years behind them.9

Context MarketingCompany PoV:Contextual content, people, process, technology, metrics, data evidenced.

Customer PoV:Contextual, real-time experience across all touch points: right person, right time, right place, right device.

Source: Dave Chaffey



Company PoV:Agile marketing: Planned spontaneityMarketing with velocitySetting the real-time agendaApplies to both B2B and B2C markets

From the customers point of view Agile marketing includes been given a consistent service across all channels. Consumers view a business as the composite whole through one lens.

Getting the right context is vital the right personalised content delivered at the right time, right place and on the right device.

10

Context Marketing in Action11

XP 8 Xccelerate Program

Employee empowermentCollective ambition


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Id like to share a story with you about how one European company has taking this approach and is seeing tremendous success.

The power of collective ambition. Danone was one of the few businesses that came out of the recession stronger than when it went in. The main reason for this was a change in culture. Their new CEO decided to delegate and empower their employees and from this came initiatives such as this one.

Danone Nutricia realized one important thing about their customers. Motherhood is a journey, and there are several key things mothers wanted: Happy healthy babies, and the need to deal with the unknowns of becoming a parent.

11

Real-time context marketing12

When mothers fill in their circumstances, they will find a personalised timeline adjusted to their moment in the mothers journey.

All content is tagged and created for specific moments of truth within the mothers journey.


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Before the mother even starts to buy the product, in this case baby milk powder, Danone is earning customer advocacy by supporting and educating its potential customers.

And once the mother needs baby milk she is much more inclined to go to Danone where a degree of trust has been earned by the brand very clever.

But also postnatal Danone continues to support the mother thereby getting repeat orders.12

A journey backed by data13

Visit01.08.2015 09:30:06 (16 days ago)Utrecht 10.45.17.72Care-lineQuestion about feeding schedule01.08.2015 09:20:36 (16 days ago)Baby 6 monthsLatest match: 3 visits, 16 days agoMilk allergyLatest match: 3 visits, 16 days agoNutrition: Feed scheduleLatest match: 3 visits, 16 days agoActivityProfilingDetailsSocialOverviewFacebook : Reaching 9 monthsConverted: 3 visits, 16 days agoDownloadFeeding schedule 0-6 months01:08:2015 09:30:06 (16 days ago)


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Information is collected about the customer enabling Danone to produce personalised content and engagement plans in the right context.

Everything Danone learns is stored in xDBSitecore give you a 360 degree view of the client in the xDB client recordActivity across all channelsBehaviour profiling in real timeSocially connected

13

Delivered omnichannel14


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Delivered across all form factors in responsive webAdaptive was possible giving a range of looks for devices.14

Delivered omnichannel15

Mobile app


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.and mobile apps. So useful, 23% of the women in BLUX use this app

15

Delivered omnichannel16Vending machine


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.And of course, connected to vending machines at the central station. Also connects to xDB to make sure dads buy the right stuff too16

A cohesive experience17

Mobile appMagic mirror Point of saleVending machineResponsive webEvents + DM


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.17

The Agility ROI18Results2014: EUR 140,ooo2015 :EUR 1.15 Million

75%140%Avg. monthlygrowth: Avg. monthly repeat purchases:


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Amazing results so far. As of June, they had grown 700%* over last year with no signs of slowing. 75% monthly growth and huge increase in customer repurchases. Clearly this approach is resonating with their customers18

Agile Digital Marketing In Practice: How?


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.So lets get down into some detail as to how the Agile Marketing concept works in practice..19

Agile Digital Strategy: Joining the dots20

Increase market penetration with particular geographies/segments/productsIncrease customer retention/renewalsRapidly introduce new productsImprove operational efficiencies: agility and cost optimisationPrimary corporate objectives

The situationSWOTMarket Audit

PLANDigital Transformation

Agile MarketingPlatform TechnologyPeopleProcessSegmentsPersonasVisitor JourneysRules based engineExperience ManagementPersonalisedEngagement PlansDynamicPersonalisation

Single Customer View

AnalyticsInsightA/B MV Testing

Simplified *Editing*Workflows*PublishingGoals and Engagement Values

AgileUnified Platform

CampaignManagement

Social Connect

MobileIntelligentWebsiteemaileCommerceWeb-to-PrintOpen APIDatabasesFxMAttributionOptimisationPerformanceOmni-channelCOPE

Primary marcoms goals/strategiesCustomer acquisition

Self-service levels =optimise costs

Launch product Z to segment X

Upsell & cross-sell

Engagement levels =retention

IncreaseBrandAwareness


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Joining the dots, joined up thinking

Lets take the example of the business and marketing goal of improving online self-service, how does a unified customer experience platform serve this goal..Define segmentsMap journeysRender personalised content aimed at the personas and implicit and explicit behaviour.Use analytics and gain insight to build a SCVMeasure outcomes with goals and engagement valuesOptimise and improve through testingAnd do all this across all channels

The result is an improvement in online self service and less burden on call centre overheads 20

Agile Marcoms:Strategies & Technologies

Paul Fennemore Digital Experience ConsultantAssociate Lecturer: Oxford Brookes University Business [email protected]


Today I am going to talk about the Agile Consumer and the Agile Business21