Post on 15-Jul-2015
transcript
FRAMEWORK FOR MODERN MARKE TERS
John Ellett, CEO nFusion FEBRUARY 2015
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
MY THREE HATS
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The CMO Manifesto Marketing 5.0 – Coming Soon
Forbes nFusion A Modern Marketing Agency
Author Blog Contributor CEO
@jellett
AGENDA
1. Brief history of technology’s impact on marketing
2. Marketing 5.0
3. Implications for marketers
4. 10 building blocks for modern marketing
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© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
@jellett
Printing Press
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MARKETING 1.0
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
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A BRIEF HISTORY OF MARKETING TECHNOLOGY
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© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
MARKETING DATA • Name • Address • Phone Number • Customer ID • Purchase History
@jellett
John Cameron Swayze, NBC’s “Camel News Caravan” 1955
TV/Radio
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MARKETING 2.0
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A BRIEF HISTORY OF MARKETING TECHNOLOGY
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© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
MARKETING DATA • Name • Address • Phone Number • Customer ID • Purchase History
@jellett
PC/Internet
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MARKETING 3.0
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
@jellett
A BRIEF HISTORY OF MARKETING TECHNOLOGY
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© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
MARKETING DATA • Name • Address • Phone Number • Customer ID • Purchase History • IP Address • Tags • Site Behavior • Search Behavior • Email Address • Email Behavior
@jellett
Social/Mobile
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MARKETING 4.0
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@jellett
A BRIEF HISTORY OF MARKETING TECHNOLOGY
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MARKETING DATA • Name • Address • Phone Number • Customer ID • Purchase History • IP Address • Tags • Site Behavior • Search Behavior • Email Address • Email Behavior • Location • Mobile Number • Mobile Site Cookie • Social ID • Social Behavior • Brand Affiliation
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
@jellett
Winning in the Age of Personalized Omni-channel Experiences MARKETING 5.0
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CUSTOMERS EXPECT PERSONALIZATION
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78% of customers don’t receive consistent experience across channels. — Accenture
94% of customers have discontinued communication with a company because of irrelevant messages. — Blue Research
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DATA CHAINED TO CHANNEL (& DEPARTMENT) = FRAGMENTATION
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Source: Oracle Marketing Cloud Conference
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OMNI-CHANNEL EXPERIENCES REQUIRE SYNCHRONIZED DATA
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Source: Oracle Marketing Cloud Conference
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ARMS RACE TO SOLVE THE PROBLEM
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Source: Forrester
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CONSTRUCT FOR SOLVING THE CHALLENGE
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Presentation layer: User experience and content
Marketing engineering layer: CDJ maps, go-to-market plans and orchestration, omni-channel management
Infrastructure layer: Applications and data
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
@jellett
10 BUILDING BLOCKS FOR MODERN MARKETING
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# 1
Become a customer-centered organization
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Source: Satmetrix Systems, Inc.
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# 2
Develop segments and personas
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# 3
Map the customer decision journey
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# 4
Define cross-discipline planning and orchestration model
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# 5
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Envision what experience is possible and determine data needed
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# 6
Build data and technology infrastructure
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# 7
Build content creation engine
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# 8
Execute personalized omni-channel experiences
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# 9
Create cross-discipline analytics framework
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# 10
Align organization on data-driven engagement policies
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10 STEPS YOU SHOULD TAKE NOW
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NFUSION: A MODERN MARKETING AGENCY
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PLANNING AND INSIGHTS
CONTENT PLANNING AND
CREATIVE
CONNECTIONS PLANNING
AND MEDIA
PLATFORM SOLUTIONS AND
TECHNOLOGY
CLIENT SUCCESS
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STAY IN TOUC H jellett@nfusion.com @jellett
THANKS!