How to Have Contextual Customer Conversations and Omnichannel Brand Leaders that are Doing It

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Contextual Customer Experiences and Brand Leaders

How far has advertising moved on from print?

Technology now drives all marketing conversations

…with consumersacross every

media platform

Mission

Tactics

Measurement

CustomerIntelligence

THEN NOW

Represent the brandFinding customer

Mass AdvertisingDemographic

Point in time blastsFew isolated channels

3rd party tableIntuitive decision making

• Represent the consumer

• Find the consumer

• 1:1 targeting

• Behavioral

• Continuous relationship• Exploding integration

channels

• Owned big data• Fact based decision

making

Marketing is transforming quickly from unknown to the known

Marketing environments are converging

Digital Marketing Channels

Traditional Marketing Channels

Customer

Omnichannel Customer Experiences

And it‘s beginning to answer one very important question . . .

“How do I know my marketing is working

and that my communication

investments are paying off?

But . . .

It’snot as

simple AS THAT.

After all marketing is about . . .

+People Process

Marketing content and data will continue to grow . . .

2013 2014 2018

Along with more marketing technologies and providers

~100 ~350 ~950

2011 2012 2014

Info source: Scott Brinker JANUARY 7, 2014

This rapid-growth market means growing divergence

ComplexBusiness

Information Retail

E-commerce

Social

Distribution

Commercial Partnerships

And more channels to manage and influence

Building 1:1 Consumer Relationships will be challenging

Did you know?60% of all goods

are bought on the strength of the brand communications

Source: Millard Brown

We know great content improves brand communications

And some brands already know this!

AppsCRMs

MarketingMedia Channels

Events & Promotions

Social MediaMagazinesWeb2PrintIntranetsWebsites

Data & Information Branded content

consumer brand value

So it‘s important that your content communicates

Strategy

WebPrint

MobileSocial Networks

PIM/ERPCRM

AnalyticsGeospatial

e-commerce

Customer engagement

Customer experience

Content

But even more important that your content resonates

As technology is transforming marketing operations . . .

The traditional annual planning

routine is ripe for extinction.

69% of our B2B marketing leaders say that conditions

change too quickly to keep plans current.

Marketing technology also drives marketing behavior

An Enterprise Content Marketing Solution (CMS) that automates the creation, production and execution of media content across multiple-marketing channels.

• Creating once delivering multiple digital and traditionalConsumer experiences.

• Executing through internal and external communication channels

Media AssetManagement

Publishing / Creative

All ChannelsTraditionalDigital

Consumer Experience

But technology can also help if you have a strategy

Key is understanding your execution channels and to optimize performance

Agile/Adaptive Marketin

g Strategi

Website

Webshop

Social Media

Public Relations

Advertising

Promotions

Point of Sale

Dealers

• Centalize all media-content assets

• Build a uniform Global Creative/Publishing Platform

• Enable all online, offline, social and mobile media

• Integrate ERP/CRM for personalized context

• Build uniform, agile and adaptive content experiences

• Listen and analyze content interactions

• Deliver relevant, engaging and interactive content

And then build an omni-channel content strategy

Social Networkcenshare

Store On PremiseCloud SaaS

And an integrated technology platform

ContentContext

Information relationships is key to context success

Analytic tools

BiGDATA

Mobile

Websites

Social Network

Microsites

CRM systems

User Interface in censhare 5

In the Age of the Customer

Where brands orchestrate context related content consumption through multiple-consumer driven interactions, to deliver relevancy, connections and relationships.

You can begin a Customer Conversation

How do you build a context related consumer experience . . .

WebsitePOS

Social

Portal

SalesLiterature

Advertising

PriceList Reports

Because you understand your channels

And their contexts.

WebsitePOS

Social

Portal

SalesLiterature

Advertising

PriceList Reports

ExternalInformation

Analytics

Patterns

Profiles

MasterData

Location

And how and where it gets consumed

But how to conduce this conversation?

WebsitePOS

Social

Portal

SalesLiterature

Advertising

PriceList Reports

ExternalInformation

Analytics

Patterns

Profiles

MasterData

Location

And how and where it gets consumed

But how to conduce this conversation?

WebsitePOS

Social

Portal

SalesLiterature

Advertising

PriceList Reports

ExternalInformation

Analytics

Patterns

Profiles

MasterData

Location

CONTEXTCUSTOMER

EXPERIENCE

And by bringing them together

CONTEXTCUSTOMER

EXPERIENCE

But how to conduce this conversation?Maximize the overlap!

You can start to build

CONTEXTCUSTOMER

EXPERIENCE

Because it's not the content of your messagesit's their relevance.that defines the impact and drives your customer's engagement,

a Customer Conversation

BrandExperiences

Leaders

GoPro consuming customer content to drive relevance . . .

Visa building inbound consumer apps, compelling experiences

NFL – builds in-house networks to engage fans

Under Armour buys worlds largest fitness tracking platform

What is Redbull: a drinks manufacturer or a lifestyle brand?

And what is Redbull a manufacturer of drinks or an adventure brand?

Is Yahoo a high-tech company or content business in transformation?

In car content: the new media platform?

Get content right and you will find that customers

Your brand!