timo elliott, global innovation evangelist june, 2016sapevents.be/sfl/presentations/track2/the...

The Future of Digital MarketingTimo Elliott, Global Innovation Evangelist

June, 2016

@timoelliott

New Technology =

Business Opportunity

@timoelliott

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The World Changed.

Did Your Marketing?

@timoelliott

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Digital Marketing

“Assemble”: 10M views

“Real Beauty”: 66M views

“Stratos”: 40M views

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Viral Social Media

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There’s A Real Opportunity!

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But Consumer don’t agree…

Only 31% experience consistent cross-channel experiences

Marketers rate themselves high in delivering consistent

experiences across channels

66% rate themselves “Very Good” or “Excellent”

Web, Email, Social, Mobile, Advertising…

Marketers bombard customers with irrelevant

messages. Not targeted, not relevant.

ENOUGH ISENOUGH.

“That’s Just Marketing”…

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Power to the People

@timoelliott

Millennials trust strangers over family and friends. They lean on

User-Generated Experiences for purchase decisions.

Source: Brian Solis’ Future of Business, 2013

@timoelliott

73% of people surveyed wouldn’t care if the brands

they use disappeared from their life.

Source: Co.Exist

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Only 1% of Millenials said that a compelling advertisement

would make them trust a brand more.

Source: Elite Daily

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@timoelliott

@timoelliott

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Brand (Still) Exist Only in Consumers’ Brains

Marketing

Experience

Peers

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Product Experience Is The New Marketing

Old Marketing:

1. Think up campaign

2. Push it at people

3. Gather leads

4. Think up new campaign

New Marketing:

1. Build great product

2. Customers tell friends

3. Build community

4. Use community to build even

better product

Now more than ever, your

product IS your marketing

@timoelliott

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Back to the Origins of Marketing

“Marketing and innovation

produce results; all the rest

are costs.

Marketing is the distinguishing,

unique function of the

business.”

Peter Drucker, 1954

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Would a cool

tweet help?!

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This Doesn’t Help Much, Either…

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“Customer experience is the last source of sustainable

differentiation and the new competitive battleground”- Gartner

“We need to spend less time

telling people how great we

are, and more time

being great”

@timoelliott

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We ALL Want Luxury Service

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We ALL Want Luxury Service

25

RESEARCH

TRACK

ORDER

SHOP &

BUY

RECEIVE

PACKAGE

MISSING

ITEM

POST

REVIEW

SETUP

PHONE

BILLING

ISSUE

MAKE

PAYMENT

PHONE

DAMAGE

TERMINATE

SERVICE

JOIN

GROUPS

NETWORK

ISSUE

CHANGE

ADDRESS

RESTART

SERVICE

RECEIVE

OFFER

REFER

FRIENDS

WEB

PRINT

DIGITAL ADS

WORD OFMOUTH

SOCIAL

TV

RETAILSTORE

WEBSHOP

REVIEWS

SEARCHKW/ADS

CONTACTCENTER

WEBSHOP

EMAIL

SOCIAL

RETAILSTORE

WEBSHOP

CONTACTCENTER

CONTACTCENTER

RETAILSTORE

CONTACTCENTER

CONTACTCENTERSOCIAL

WORD OFMOUTH

SOCIAL

EMAIL

SUPPORTPORTAL

?

SUPPORTPORTAL

?

BRANDEDCOMMUNITY

?

CustomersNow Script Their Own Journey

RESEARCH

RECEIVE

OFFER

SHOP &

BUY

DISCOVER

NEED

TRACK

ORDER

RECEIVE

PACKAGE

MISSING

ITEM

SETUP

PHONE

POST

REVIEW

JOIN

GROUPS

NETWORK

ISSUE

BILLING

ISSUE

TERMINATE

SERVICE

PHONE

DAMAGE

MAKE

PAYMENT

CHANGE

ADDRESS

RECEIVE

OFFER

RESTART

SERVICE

REFER

FRIENDS

26

Every Journey is UniqueAnd every point of engagement matters

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CUSTOMER RECORD

Departmental / Channel Silos

SERVICE

SALES

MARKETING

COMMERCE

‘Multi’-channel CRM Suites

CU

ST

OM

ER

RE

CO

RD

SALES &SERVICE

MARKETING

COMMERCE

Omni-channel Engagement Platform

CONTEXTUAL MARKETING &SERVICE

SALES &COMMERCE

CUSTOMER INTELLIGENCE

PHYSICAL &DIGITAL EXPERIENCE

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Running Gone Digital“The fitness brands of the future will not just

make physical products, but will be embedded

in the consumer journey in ways that will help

keep people motivated and maximize their

enjoyment of sport.

By putting together a digital fitness platform and

world class physical products, we can build a

new kind of fitness brand”

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• Better

personalization

across different

channels

• Better targeting

and marketing

execution

• Real-time

recommendations

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A Seamless Experience

@timoelliott

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TUI Travel

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WEB CONTACT

CENTER

DIGITAL

GOODS

MOBILE SMS/NOTI-

FICATIONS

EXPERIENCE MANAGEMENT

PLATFORM, INFRASTRUCTURE, INTEGRATION

DATA & PROCESS MANAGEMENT

COMMERCE MARKETING SERVICE SALES

AGENT TOOLSIN

STORE/BRANC

H

SOCIAL

MEDIA

MARKET-

PLACES

EMAIL

@

PRINTINGDIGITAL

ADVERTISING

SEARCH

KW/ADS

IOT

SAP Customer Experience Solutions

BILLING

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Three Takeaways

• It’s not about viral videos and cool content — it’s about

great customer experiences

• You have to own the end-to-end customer journey

• It’s about acting, not just analyzing

@timoelliott

Thank You!

Timo ElliottVP, Global innovation Evangelist

Timo.Elliott@sap.com

@timoelliott