CREATE KILLER CUSTOMER EXPERIENCES

Rich CarrollSolution Sales Executive

CREATE KILLER CUSTOMER EXPERIENCES WITHOUT CREATIVE CHAOSGet the secret to managing your marketing workflows from Workfront partner IO Integration. Learn how to audit your content and establish a content marketing hub so you can cut through the creative chaos and deliver customer experiences that are on time, in context, actionable — and awesome.

Rich Carroll, Solution Sales Executive

Background: Over 20 years experience bringing creative technology to industries

Mission: To help in-house creative teams and agencies integrate profitable technology solutions that cut creative chaos and optimize marketing performance.

IO Integration – Who We Are

IOI is a Workfront partner and leading marketing technology integrator for the world’s top brands, retailers, and publishers.

Vision: We help brands win markets and build lifelong customer relationships by integrating marketing technology solutions that deliver highly personalized, contextual customer experiences at every touchpoint.

Everyone wants customers that

YOUR BRAND!

WHAT USED TO BE THIS

Mass publication of content pushed to the consumer

without knowing the consumer or the context

HAS NO BECOME THIS

Content marketing is changing rapidly. . . through technology

HAS NOW BECOME THIS

Technology is driving new conversations . . .

…with consumersacross every

media platform

Mission

Tactics

Measurement

Customer

Intelligence

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

Marketing is transforming from unknown to known

You know you live in the Information Age when…

Consuming Content

is like a losing a Tetris battle.

Marketing content and data will continue to grow

TB/yr

2013 2014 2018

And more marketing technology means

~100 ~350 ~950

2011 2012 2014

Info source: Scott Brinker JANUARY 7, 2014

More divergence and rapidly growing markets

Retail

E-commerce

Social

Distribution

Commercial Partnerships

And with more channels to manage…

So, how can you cut through the internal creative chaos and deliver customer experiences that are on time, in context, actionable — and awesome?

The right technology stack can:• Support your workflows to eliminate creative chaos

for your team

• Make Omnichannel marketing and killer customer experiences a reality for your brand. 

Marketing Technology – 3 steps to Success

1. Content Audit

2. Content Marketing Hub

3. Workflow Management 

SOFTWARE DEV MODELDiscover, Design, Deploy, Deliver

Discovery - Content Audit 

• Understand current content resources & leverage existing investments

• What’s working vs. what isn’t

• Key insights for developing a content strategy going forward 

Discovery - Psychology

• Open ended questions

• Explain the justification

• Manager free meetings

• Pain points

DISCOVERY

Discovery - Consolidation

• Value of assets

• Logical structure

• Taxonomy

Discovery - IT

• Email InBox Limit

• FTP, WamNet, DropBox etc…

• Total storage pools

• Incentivize IT

DISCOVERY

Discovery - Rights

• Rights of use (chronologically, geographically or custom)

• Rights of users

• Permissions (owner/group/world)

DESIGN

Discovery - Content sources and sizes

• Vendors

• WIP and purchased

• In House

• Social

DISCOVERY

Discovery - Embargoed Assets

• No is the default answer

• Require more diligent oversight

• Generally fluid permissions

DELIVERY

Design - Content Marketing Hub

• Facilitates Omnichannel marketing

• Centralizes and automates content marketing processes

• Single source of truth for assets, content, workflows 

• Produce>deliver>repurpose>measure>optimize

Deploy- Training and Documentation

• Self versus vendor

DEPLOY

Deliver - Workflow Management

• Flexible business rules based solutions

• Don’t solve for 100% of the user scenarios

• A bad decision is better than no decision, solve today what you can and allow refinements

Connecting the Content Strategy to the Consumer Story

MEASUREMENT

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”

Content Marketing Technology Vision

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

Media Asset

Management

Publishing /

Creative

All Channels

OfflineOnline

Consumer Experience

Enabled by using smart people and smarter technology

Success Stories - Brand Promotion

• International Sales Literature

• Modules

– Digital Asset Management

– Translation Management

– Localization Management

– Workflow and Process Management

– Content Management

• Users

– > 600

BMW, Germany

Success Stories 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

Consumer Packaged, USA

GoPro

Partnering for Success

•  Experienced marketing technology partner:

• Knows the technology landscape

• Understands the creative process

• Strategic focus