context activated marketing
DESCRIPTION
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.TRANSCRIPT
CONTEXT ACTIVATED MARKETING
Scott Thomson (@sufood)
How Will it Affect Agencies, Marketers & Publishers & How to Get Started
OLD WORLD NEW WORLD
MULTI – CHANNEL
ENTERPRISE DRIVEN
BROADCAST, CAMPAIGN BASED, PUSH
MAD MEN CONCEPTS
CUT & PASTED
INTO DIGITAL
CUSTOMER DRIVEN
ALWAYS ON, JOURNEY BASED, INTERACTIVE, PULL
CONTEXT ACTIVATED
MORE ALIGNED
TO PROMISE
OF DIGITAL &
MATH MEN…
INTERACTIVE AUDIENCE
JOURNEY BASED CONTENT LISTEN
PREDICT
ASSEMBLE
DELIVER
CONTENT
INGEST ENCODE
CREATIVE
MARKETER
MEDIA
PUBLISHER
SHIFT FROM MONTHS TO
MILLISECONDS
WAITING FOR TRIGGER
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)
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)
Target Cust.
Segments
Digital Attribution
Results
A
B
C
CMS BI
Display
Mobile
Video/TV
Social
Search
EDM
Digital Marketing
Digital Sales
DRIVES
DRIVES
CRM
CM
UNIFIED MARKETING
DIGITAL SALES
SEGMENTS OUTBOUND
DIGITAL ATTRIBUTION
INBOUND
SEGMENTS OUTBOUND
OFFLINE ATTRIBUTION
INBOUND
OFFLINE SALES
CUSTOMER & CONTEXT
DATA IS THE VOICE OF THE CUSTOMER…
…CONTENT IS HOW WE REPLY
HOW TO GET STARTED? Best Practice vs Current
Rapid Pilots & Evidence Based
Benefits
Stakeholder Engagement
Lean Execution
RINSE
REPEAT