How to create killer customer experiences through technology
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How to create killer customer experiences through technology
- 1. Master Content Marketing: How GoPro and BMW Create Killer Customer Brand 1 Experiences Jill Talvensaari VP Marketing, IO Integration @ioi_inc
- 2. Content Marketing Master Class: How GoPro and BMW create killer customer brand experiences © 2014 IO Integration, Inc. All rights reserved.
- 3. 3 Presenter: Jill Talvensaari Bio: VP Marketing and Customer Engagement, IO Integration Previous: Product Marketing executive at technology start-ups and enterprises alike including: Akeena Solar, Adobe, Microsoft, Equifax, Paralon, Verisign, Digital River, Moxie Education: MBA International Marketing, Seattle University; BA in Quantitative Economics and Decision Systems, BS in Cognitive Science, UC San Diego (Secret Sauce: marketing ninja whose superpower is connecting ideas, people, and technology to achieve awesome) Contact: jill@iointegration.com @ioi_inc
- 4. Everyone wants customers that YOUR BRAND! 4
- 5. Content marketing is changing rapidly. . . through technology 5 WHAT USED TO BE THIS HAS NO BECOME THIS Mass publication of content pushed to the consumer without knowing the consumer or the context HAS NOW BECOME THIS
- 6. Technology is driving new conversations . . . 6 …with consumers across every media platform
- 7. Marketing is transforming from unknown to known 7 Mission Customer Intelligence Tactics Measurement THEN: BRAND DRIVEN NOW: CONSUMER DRIVEN • Represent the brand • Finding customer • Push • Mass Advertising • Demographic • Generalized content • Point in time blasts • Few isolated channels • Waterfall method • Advertising • 3rd party table • Intuitive decision making • Excitement, buzz • Represent the consumer • Find the consumer • Pull • 1:1 targeting • Behavioral • Personalized content • Continuous relationship • Exploding integration channels • Agile method • Storybuilding, content re-use • Owned big data • Fact based decision making • Engagement, revenue
- 8. You know you live in the Information Age when… 8 Consuming Content is like a losing a Tetris battle.
- 9. Marketing content and data will continue to grow 9 TB/yr 2013 2014 2018
- 10. And more marketing technology means 2011 2012 2014 ~100 ~350 ~950 10 Info source: Scott Brinker JANUARY 7, 2014
- 11. More divergence and rapidly growing markets 11
- 12. And with more channels to manage and influence . . . 12 Retail E-commerce Social Distribution Commercial Partnerships
- 13. 13 Content is King Did you know… 60% of all goods are bought on the strength of the brand communications. Source: Millard Brown
- 14. And content isn’t a fad, it’s the ERP for brands Customer 14 ERP / Business Software CRM Software Communications Software
- 15. And it is being consumed constantly across many channels 70 minutes | web browsing 127 minutes | mobile applications 168 minutes | television 15
- 16. Enter omni-channel customer experience management (CXM) OMNI CHANNEL EXPERIENCE TRADITIONAL DIGITAL 16
- 17. Customer Experience Management (CXM) by the numbers 17 Marketers believe CXM is most exciting opportunity But that the focus on omni-channel campaign management and personalization will supersede CXM in the next 5 years.. 76% 66% Marketing has changed more in the last 2 years than previous five decades Technology drives marketing. Customer focused experiential marketing requires an obsession with data, deep understanding of the brand and storylines 20% Believe that their c-suite has stomach for adaptive, experiential marketing Agile marketing requires a business culture that embraces experimentation and allows failure. 80% Of marketers agree that the role of content will grow while push media effectiveness dies Right moment, right channel, location-based 1:1 marketing is here to stay * Adobe Quarterly Digital Intelligence Briefing
- 18. Content = Information + Experience 18
- 19. How do you get customer experiences that increase sales? CONTENT MARKETING STRATEGY BUILDS ON THESE 4 Revenue 19 Customer Takes Action Experience The know brand wow Amplify Across media channels Influence Others behavior, opinions Extend Reach and marketshare Relevance Awareness Engagement CUSTOMER TIME PILLARS CXM STRATEGY = $$$
- 20. Think about all the channels you facilitate and leverage Your Brand 20
- 21. So content strategy and technology needs to be integrated 21
- 22. Content Marketing Technology Success 22 Starts with great storytelling to the right person, the right way. Technology delivers the message in the moment. Message received.
- 23. But it’s even more important that your content resonates 23 Web Print Mobile Social Networks PIM/ERP CRM Analytics Geospatial e-commerce Customer engagement Customer experience Content
- 24. Experiment to maximize value of Content Communications Data & Information Branded content 24 Apps CRMs Marketing Media Channels Events & Promotions Social Media Magazines Web2Print Intranets Websites Blogs consumer brand value
- 25. And you are able to optimize performance across channels 25 Agile/Adapti ve Marketing Strategies Website Webshop Social Media Public Relations Advertising Promotions Point of Sale Media Dealers
- 26. The Best Content Strategy: Building 1:1 Consumer Relationships 26
- 27. These companies have amazing customer experiences, so customers... 27 THE BRAND!
- 28. GoPro – Camera Manufacturer or Media Powerhouse? Personalized relevant content based on the consumers interaction with the brand SELLS and creates FANS 28
- 29. Gained media is highly effective: some brands already know it! 29
- 30. What is Redbull: drinks manufacturer or an adventure brand? 30
- 31. Nike: Running shoes or dreams of the healthy lifestyle? 31
- 32. Visa builds inbound consumer apps for compelling experiences 32
- 33. Under Armour buys worlds largest fitness tracking platform 33
- 34. NFL Looks for new digital outlets for NFL related programing 34 14
- 35. BMW, Germany 35 Brand Promotion • International Sales Literature • Modules • Digital Asset Management • Translation Management • Localization Management • Workflow and Process Management • Content Management • Users • > 600
- 36. Dyson, UK 36 Brand Communications Worldwide Marketing Communications Modules • Digital Asset Management • Translation Management • Localization Management • Workflow and Process Management • Content Management Users • > 300
- 37. Consumer Packaged, USA 37 Brand Experience Content Acquisition and Web Experience Video and Photo of the Day Modules • Digital Asset Management • Translation Management • Workflow and Process Management • Content Management Users • > 100 CPG
- 38. 38 Brand Personalization Localized Marketing, Tabs in 14 Regions Personalized 1:1 Offers (150% inc. conversion) Brand Ecosystem for Partners, Distributors Centralized Marketing Technology Stack Modules • Digital Asset and Localization Management • Workflow and Process Management • Content Management Users • > 1000 Retail Top Retailer, USA
- 39. Connecting the Content Strategy to the Consumer Story MEASUREMENT 39 Content Strategy • Media • Analytics • Research • CRM • Ingestion • Profiles “What works and why” “Tactics, timing, positioning” Content Technology • Creation • Production • Delivery • Platforms • Meta-data • Integration “How it gets executed” “Scalability, relevance, speed” Constomer Experience • Engagement • Relevance • Purchasing • Interaction • Influence • Amplification “Brand storytelling, personalization” “Message, interact, share”
- 40. Content Marketing Technology Vision 40
- 41. Enabled by using smart people and smarter technology BEST PRACTICES • Centralize all media content for single point of truth for multi-channel publishing – online, offline, social, mobile, video • Integrate mktg ops/ERP/CRM/ecommerce • Focus on usability and seamless web and mobile experience • Listen and analyze content interactions, optimize • Deliver relevant, engaging and interactive content 41 Media Asset Management Publishing / Creative All Channels Online Offline Consumer Experience
- 42. CXM Strategy: Keys to success 42 ID Know what success looks like before you start KISS Keep it simple and stupid RINSE, REPEAT Measure performance, recalibrate, try new things
- 43. And your customers will really . . . YOUR BRAND! 43
- 44. 44 Thank you! Contextual Content builds A more powerful experience built on knowledge and insights Contact: jill@iointegration.com @ioi_inc
Notes de l'éditeur
- We went from junk mail to the junk inbox and now consumer devices have freed us in a sense and we are able to pull information as we like when we like rather than when the brand wants us to see it. Engaging with your favorite brand shouldn’t feel like you are losing the tetris battle with your inbox. In fact, I’ll bet it doesn’t as you probably don’t like those brands.
- That said, with the amount of content being produced, you can see how its more important than ever to aggregate and curate personally relevant content or your brand gets lost in the noise. If you are licensing content or supporting user-generated content (gained media), your growth will be exponential. Agencies, creative and digital departments, and marketing organizations all face the same challenge that what used to be a single deliverable such as a brochure has now also has a video, social/mobile/email campaign, banner ad, and app that need to be delivered with it. And, they would like it yesterday please, A/B tested and ready to go.
- Ad infinitum mind boggling they estimate there’s 1000’s of channel
- The first thing you have to do is think about what success looks like.
- Multi-channel marketing is all about generating content once and distributing with confidence into your chosen media channels
- It’s important to experiment since you don’t know what will be most effective for each customer profile or channel.
- You can optimize performance once you know what is engaging to your customers. You don’t know what their experience is until you walk in their shoes and see what is meaningful, actionable to them. By organizing your content and managing the way you distribute carefully, it makes experimenting and getting the right mix cheaper because its simple to deploy additional channels with minimal investment beyond the sunk cost of the centralized organization. This reverse engineers silos and increases efficiency across all channels.
- Personalized, Contextual experiences. Capturing dynamic user and sports pro generated content and then sharing back out the individually relevant content to their Joe Bob regular camera owners. So it’s a complete content loop where its fed and consumed by fans of their products. The marketing technology stack they have is enabling this content management and dissemination strategy. Their ultimate goal is to be a sports media company.
- Similar to GoPro, RedBull does an amazing job of owning life’s adventures.