enterprise technology + marketing = meh

© 2014, ICP. Proprietary and Confidential

“With content development and execution in our DNA, ICP are the only team with the passion and user empathy to make Marketing Technology really work in service of Brands and Creativity.

By putting the User front and centre, we ensure that User Adoption and Consumer Engagement, the true ROI, are maximised”

DIAGEOUNILEVER

ESTEE LAUDERNo. 10

ALCATEL LUCENTBUPA 25 years

LondonMumbai

NYC

350,000 live assets40,000 users

5,000 agencies

100% technology

agnostic

6:1 ROI on our

services


“So we have made marketing technology investments in line with what the experts have recommended. Next stop; global

supply chain transparency, total

efficiency, single customer view and

omni-channel content distribution delivering

big data to our c-level dashboards…..

……are any of our people actually using it?”


10 ways to amaze your friends about MarTech user adoption


11,000,000

11,000,000

12,000,000

Baby BoomersGen X Millenials

* Forecast from 2009 figures courtesy of Dave Coplin, Chief Envisioning Officer, Microsoft UK

… strategic understanding… politically savvy … technology agnostic

1. UK corporate demographics; understanding your audience is the first step


This may replace my job…

This will reduce creativity…

Enough technology!!!

Change sucks, mandates do too….

It needs to be ‘like Facebook’….

If I need to be trained, it isn’t good enough

2. People behave differently after they swipe in for the day….


3. BIG advertisers don’t always sell well internally….

Go beyond posters at the water cooler

Long term C-Level sponsorship

Stick and carrot….

You only get one chance, make it count….


4. Your people & agencies don’t want to play, no matter how shiny it is…

Process technology + creativity = 0

Reduction in agency revenues

Onerous training requirements

Speed of working

Care of creative product


5. Enterprise technology breaks, this REALLY is an engagement opportunity

They only arrive when its broken – be ready!

Engage – don’t train…

Be nice to the users, they are your ROI

Solve a problem, win a heart


6. MarTech deployments are constantly evolving, keep listening to users…

No users = no platform

Never forget; it serves them first, then you

They might actually be right about stuff

Evolution of tools ensures continued adoption


7. If you build it, they better keep coming….


Marketing/Agency career

Achieve creative excellence

Drive revenue & growth

Build brand equity

Typical MarTech requirements

Adhere to designed processes

Culture of ‘compliance’

Agencies as librarians

Upload/download/search

Capture approval processes

Metadata

Create less, adapt more

8. Most advertisers struggle to find internal people to support their platforms


9. Software vendors naturally focus on control, process and measurement

Let developers develop – they are good at it

Product focus is a natural state, balance it

Users define requirements, not developers


10. People are fallible, unreliable, amazing - and essential to achieve anything

Marketing is not complex, its politically challenging

Marketers really need help, be nice!

If you build it, they will not come


What ICP do and why we are so amazing


media(digital)

Creative(digital)Enterprise

Performance data

Single Customer View

Complex Fragmented Duplicated Inconsistent

Omni-channel content delivery

We work here


Unilever

ICP engaged from project start; requirements gathering, change management and full user support . Peaks much earlier than average.

Alcatel Lucent

Initial pick up, followed by drop as resources reduced in line with overall budgets, then picking up as client engaged with permanent ICP support team.

Diageo

As pioneers in the space this had a lengthy scoping and implementation phase. ICP engaged with Diageo (Johnnie Walker) content management 7 months after go-live (3 years from vendor selection)

Go-Live M

1M

2 M

3M

4M

5M

6M

7M

8M

9M

10M

11M

120

500

1000

1500

2000

2500

UnileverDiageoAlcatel-Lucent

We accelerate User Adoption of enterprise technology in the marketing function


12

34

5 Development Support: Functional Specifications, Testing (User Acceptance/Release)

User Management: User access, support, training and feedback collation

Content Management: Metadata/keywords/taxonomies. Content creation, curation, collation

Rights Management Control: IP/usage rights management at asset/brand level

Brand Protection: Validation of uploads against brand guidelines

6 Consulting services: Business Analysis, Content Strategy (Ecomm) Project Management, HealthCheck


14 year’s experience within a web-enabled technology and services environment in the advertising and marcomms space

Initiated and worked in operational teams rolling out new process from a standing start to global and local marketing/brand teams and supply chain

Vertical experience within FMCG, Beer Wines & Spirits, Tobacco and OTC Pharma

Worked with both local and global brand teams and their agencies and suppliers both above and below the line

Process exposure from campaign planning and creative ideation to production versioning/adaptation and subsequent high availability storage of assets

Ben NortonMarketing Technology Director

Tel: +44 (0)20 7436 4300DDI: +44 (0)20 3764 5373Mobile: +44 (0)7712 [email protected]

enterprise technology + marketing = meh

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