context marketing - presentation given by sitecore
TRANSCRIPT
Context MarketingScott Anderson Chief Marketing Officer, Sitecore
Twitter: @ScottsVoice
© 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.
Where to Focus First
So much focus on devices and software and practices…
So much focus on devices andsoftware and practices…
When people and context matter most
Where to Focus First
The Mobile Consumer
Unmet Expectations
• 6 in 10 consumers sayexpectations not met
• 93% will take actionif poor experience
• 75% will be more loyal if good experience
Always On
• Checks smart phonefirst thing in AM
• Device in hand for
10-12 hours per day
• Speed, convenience, personalization, security important
Brands Slow to Respond
• 52% falling short on execution
• Less than 25% KPI’s extend to full environment
© 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.
Industry IncumbentDisruptors
RETAIL
MUSIC
VIDEO RENTAL
TRANSPORTATION
TRADITIONAL RETAILERS
TRADITIONAL MUSICCOMPANIES
VIDEO RENTAL COMPANIES
REGIONAL TAXI COMPANIES
A Revolution is UnderwayContext is disrupting industries.
© 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 Buying CycleApplicable to Mobile Consumers?
ENGAGEMENT AWARENESS
CONSIDERATION
TRIAL
PURCHASEHONEYMOON
INDIFFERENCE
ZERO
BUY
© 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’s Prospect to Customer Experience Interactions
Online ads Email Digital
billboards Search LandingPage Social3rd Party
SitesDigital Touchpoints
PhysicalTouchpoints
Website
PR TV, Radio,Print
Word ofMouth
DirectMail
Store
MobileApp
IM Chat
OnlineCommunity
CallCenter
Email Newsletter
Promotionon Invoice
PrintInvitation
FashionEvent
= Managed touchpoint
= Unmanaged touchpoint
The Real Customer Journey
Digital Marketing Systems ComplexityThe Technology Challenge
Contextual information is hidden from use
The Knowledge Challenge
Content without Contextis meaningless
The Content Challenge
A Change in MindsetTraditional models not keeping up
Prioritizekey moments
Rethink the experience
Engage in context
Danone NutriciaContext Marketing in Action
Social
CRM
Apps
Website
Store Customer Support
IdentifyData Sources
Social
CRM
Apps
Website
Store Customer Support
Connect the Data for Context
Align All Touchpoints
Use Contextual Intelligence to the Individual
User profile, behavior history, preferences, paths used, content consumed,
purchases made, geographic location, device type…
CONTEXT MARKETINGOwning the experience with right content to the right person, in the right place, at the right moment, based on the sum total of their past behaviors and current needs
Understand the Mobile Consumer1
Contextual Experiences
Design an Experience Map2
Experience Map
Rethink Traditional Silos3
Devices
Org Structure
Systems
ProjectsChannels
Build a single customer view4
Build a single customer view4
© 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.
CONTEXT MARKETINGCONTENTMANAGEMENT
CONTEXTUALINTELLIGENCE
OMNI-CHANNELAUTOMATION
Deep customer profiling &
insights
Automated delivery across
channels
Robust CMS that handles content at scale and separates
content from presentation
Integrate Your Technology to Deliver5
Ensure the Right Mindset6
© 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.
© 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.
• Know every customer• Shape every
experience• Across all channels• In real time• At scale
Context Marketing
Close theExperience Gap
Come see us at Booth 202Scott Anderson Chief Marketing Officer, Sitecore
Twitter: @ScottsVoice