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