2015 MARKETING TRENDS FOR DELIVERING MULTI-CHANNEL CUSTOMER EXPERIENCES

2015 MARKETING TRENDS FOR DELIVERING MULTI-CHANNEL CUSTOMER EXPERIENCES

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  Top 2015 Trends: Delivering Multi-Channel Customer Experiences Wednesday, December 10, 2014 Moderated by: Mike Watson Content Technology Solutions IO Integration John Bookmyer Director, Asset Management Team Detroit Ben Treuhaft Director of IT, Product & Business Development Nucleus AB Lauren Philson Digital Assets Manager The Rockefeller Foundation Lead Sponsors
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  Marketing has changed:consumer, content, and data driven 2 Mission Customer Intelligence Tactics Measurement THEN: BRAND DRIVEN NOW: CONSUMER DRIVEN • Represent the brand • Finding customer • Push • Mass Advertising • Demographic • Generalized content • Point in time blasts • Few isolated channels • Waterfall method • Advertising • 3rd party table • Intuitive decision making • Excitement, buzz • Represent the consumer • Find the consumer • Pull • 1:1 targeting • Behavioral • Personalized content • Continuous relationship • Exploding integration channels • Agile method • Storybuilding, content re-use • Owned big data • Fact based decision making • Engagement, revenue
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  Multi-channel marketing: createonce, personalize, engage 3 Web Print Mobile Social Networks PIM/ERP CRM Analytics Geospatial e-commerce Customer engagement Customer experience Content
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  Changing marketing technologylandscape 2011 2012 2014 ~100 ~350 ~950 4 Info source: Scott Brinker JANUARY 7, 2014
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  Marketing content anddata continues to grow exponentially 5 TB/yr 2013 2014 2018
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  And it isbeing consumed constantly across many channels 70 minutes | web browsing 127 minutes | mobile applications 168 minutes | television 6 Sources: New Relic, Apptopia, Flurry, Phonearena
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  Cyber Monday: BiggestUS Online Shopping Day Ever FUN FACTS US Holiday Ecommerce revenue was $9.6B, up 20% Email marketing drove 24%, with free (19%) and paid (16%) search close behind, social (1.5%) was only a blip Mobile shopping accounted for 20% all online orders UK spent 88% on paid search for Black Friday By 2020, the value-add from 'The Internet of Things' will reach $1.9T worldwide, with 50B devices connected 60% of all goods are bought on the strength of the brand communications. Sources: Millard Brown, Custora E-Commerce Pulse, Gartner, Cisco 7
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  Gained media ishighly effective: some brands already know it! 8
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  Creating real-time contentfor social, mobile, web, video 9
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  10 Rise ofthe In-House Agency From 2008 to 2013, use of in-house agencies has increased to 58% in 2013 from 42% in 2008 (Assoc. National Advertisers) and companies like Apple and Google are fueling the creative team come-back by doing more in-house instead of with an “agency of record” (Forbes) because: • Economics—marketers need to do more with less • Digital, social, and mobile media require unprecedented speed and agility • Brands want to own the customer experience
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  Top Content MarketingChallenges 11 90% of all organizations use content in their marketing efforts. Source: Demand Metric Source: Linkedin B2B Technology Content Marketing Report
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  Social media islike word-of-mouth on steroids Revenue 12 Customer Takes Action Experience The know brand wow Amplify Across media channels Influence Others behavior, opinions Extend Reach and marketshare Relevance Awareness Engagement CUSTOMER TIME
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  Customer Experience Management(CXM) by the numbers Marketers believe CXM is most exciting opportunity But that the focus on omni-channel campaign management and personalization will supersede CXM in the next 5 years.. 13 76% 66% Marketing has changed more in the last 2 years than previous five decades Technology drives marketing. Customer focused experiential marketing requires an obsession with data, deep understanding of the brand and storylines 20% Believe that their c-suite has stomach for adaptive, experiential marketing Agile marketing requires a business culture that embraces experimentation and allows failure. 80% Of marketers agree that the role of content will grow while push media effectiveness dies Right moment, right channel, location-based 1:1 marketing is here to stay * Adobe Quarterly Digital Intelligence Briefing
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  14 Questions ? Professional Journals Online Lectures Face-to-Face