http://www.cmo.com/articles/2014/8/14/context_driven_marke.html Marketing needs to shift from being centered on the enterprise to become centered on the customer. It needs to be less campaign driven, more customer journey driven and less broadcast or push based and more always-on & pull based. The strategic model for the future becomes a mesh of always on, customer journey sensitive, pull based assets. This mesh of assets sits in a ready state, waiting for the customer to activate them by triggering journey event.

1. CONTEXT ACTIVATED MARKETING
Scott Thomson
(@sufood)
How Will it Affect Agencies, Marketers & Publishers & How to Get Started
OLD WORLD NEW WORLD

2. MULTI – CHANNEL
ENTERPRISE
DRIVEN
BROADCAST, CAMPAIGN BASED, PUSH
MAD MEN
CONCEPTS
CUT & PASTED
INTO DIGITAL

3. CUSTOMER DRIVEN
ALWAYS ON, JOURNEY BASED, INTERACTIVE, PULL
CONTEXT ACTIVATED
MORE ALIGNED
TO PROMISE
OF DIGITAL &
MATH MEN…

4. INTERACTIVE
AUDIENCE
JOURNEY BASED
CONTENT LISTEN
PREDICT
ASSEMBLE
DELIVER
CONTENT
INGEST
ENCODE
CREATIVE
MARKETER
MEDIA
PUBLISHER
SHIFT FROM
MONTHS TO
MILLISECONDS
WAITING FOR
TRIGGER

5. SOURCES TARGETS OUTCOMES
CRM
Usage
POS
Ext
DWH
Data
Marts
Extracts
Trends
Insights
Capacity
Marketing
Analysis
DWH
ETL
BI
OLD WORLD DATA ANALYTICS (INTERNAL, HISTORICAL)

6. REAL TIME
ANALYSIS PIPELINE
SLOW DATA
MATCHING
RT PREDICT
MODELS
HISTORICAL DATA APIs
DWH
"Big"
Data
Device
Data
Social
Data
Site/App
Data
3rd Party
Data
CRM
Usage
POS
Ext
REAL TIME DATA APIs
NEW WORLD DATA ANALYTICS (OPEN, REAL TIME)

7. Target
Cust.
Segments
Digital
Attribution
Results
A
B
C
CMSBI
Display
Mobile
Video/TV
Social
Search
EDM
Digital Marketing
Digital Sales
D
R
I
V
E
S
D
R
I
V
E
S
CRM
CM

8. UNIFIED MARKETING
DIGITAL
SALES
SEGMENTS
OUTBOUND
DIGITAL
ATTRIBUTION
INBOUND
SEGMENTS
OUTBOUND
OFFLINE
ATTRIBUTION
INBOUND
OFFLINE
SALES

9. CUSTOMER & CONTEXT
DATA IS THE VOICE OF THE CUSTOMER…
…CONTENT IS HOW WE REPLY

10. HOW TO GET STARTED?Best Practice
vs Current
Rapid Pilots &
Evidence Based
Benefits
Stakeholder
Engagement
Lean
Execution
RINSE
REPEAT