the future of content marketing
DESCRIPTION
How are the worlds leading brands harnessing the power to leverage their content at the right time every time?TRANSCRIPT
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© 2014 IO Integration, Inc. All rights reserved.
The Future of Content Marketing How GoPro and BMW create killer customer brand experiences
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Agenda
11:30 AM Welcome — Mike Holt, CEO, IOI
11:40 AM Introductions All Around — Rich Carroll, Technical Solutions Manager, IOI
Noon Lunch How GoPro and BMW Create Killer Customer Brand Experiences — Rich Carroll
12:15 PM Case Study: Crank It Up, Let ‘er RIP! — Graham Blanks, Director NA Operations, DALIM
12:20 PM DALIM ES 4.5 First Look — Frederic Sanuy, Solutions Architect, DALIM
1:00 PM Stop Overthinking Your DAM: Just Do It! — Tiffany Randall, Technical Manager, IOI
1:20 PM Networking
2:00 PM Wrap-up
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Presenter: Rich Carroll
Bio: Technical Account Manager, IO Integration Previous: Creative IT lead for Leo Burnett: OS9->OSX for 600 mac users, custom Marketing Automation solutions for US Army and Starbucks, Quark -> InDesign Background: Studio and portrait photography. In home baby photography. Commercial Photo lab tech during transition from analog to digital. Contact: [email protected]
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Everyone wants customers that
YOUR BRAND!
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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
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Technology is driving new conversations . . .
…with consumers across every
media platform
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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
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You know you live in the Information Age when…
Consuming Content
is like a losing a Tetris battle.
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Marketing content and data will continue to grow
TB/yr
2013 2014 2018
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And more marketing technology means
~100 ~350 ~950
2011 2012 2014
Info source: Scott Brinker JANUARY 7, 2014!
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More divergence and rapidly growing markets
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Retail
E-commerce
Social
Distribution
Commercial Partnerships
With more channels to manage and influence . . .
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Content is King
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Did you know…
60% of all goods are bought on the strength of the brand communications. Source: Millard Brown
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And content isn’t a fad, it’s the ERP for brands
ERP / Business Software
CRM Software
Communications Software
Customer
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And it is being consumed constantly across many channels
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70 minutes | web browsing
127 minutes | mobile applications
168 minutes | television
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© 2014 IO Integration, Inc. All rights reserved.
Rise of the In-House Agency From 2008 to 2013, use of in-house agencies has increased to 58% in 2013 from 42% in 2008 (Assoc. National Advertisers) and companies like Apple and Google are fueling the creative team come-back by doing more in-house instead of with an “agency of record” (Forbes) because: • Economics—marketers need to do more with less • Digital, social, and mobile media require
unprecedented speed and agility • Brands want to own the customer experience
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TRADITIONAL DIGITAL
OMNI CHANNEL
EXPERIENCE
Enter omni-channel customer experience management (CXM)
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Customer Experience Management (CXM) by the numbers
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
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Content = Information + Experience
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Customer Takes Action
Experience The know brand wow
Amplify Across media channels
Influence Others behavior, opinions
Extend Reach and marketshare
Relevance
Engagement Awareness
Revenue
CUSTOMER
TIM
E How do you get customer experiences that increase sales?
CONTENT MARKETING STRATEGY BUILDS ON THESE 4 PILLARS
CXM STRATEGY = $$$
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Think about all the channels you facilitate and leverage
Your Brand
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So content strategy and technology needs to be integrated
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Content Marketing Technology Success
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Starts with great storytelling to the right person, the right way.
Technology delivers the message in the moment.
Message received.
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Web Print
Mobile Social Networks
PIM/ERP CRM
Analytics Geospatial
e-commerce
Customer engagement
Customer experience
Content
But it’s even more important that your content resonates
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Apps CRMs
Marketing Media Channels
Events & Promotions
Social Media Magazines Web2Print Intranets Websites
Blogs
Data & Information
Branded content
consumer brand value
Experiment to maximize value of Content Communications
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And you are able to optimize performance across channels
Agile/Adaptive
Marketing Strategies
Website
Webshop
Social Media
Public Relations
Advertising
Promotions
Point of Sale
Media
Dealers
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The Best Content Strategy: Building 1:1 Consumer Relationships
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1:1
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These companies have amazing customer experiences, so customers...
THE BRAND!
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GoPro – Camera Manufacturer or Media Powerhouse?
Personalized relevant content based on the consumers interaction with the brand SELLS and creates FANS
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Gained media is highly effective: some brands already know it!
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What is Redbull: drinks manufacturer or an adventure brand?
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Nike: Running shoes or dreams of the healthy lifestyle?
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Visa builds inbound consumer apps for compelling experiences
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Under Armour buys worlds largest fitness tracking platform
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NFL Looks for new digital outlets for NFL related programing
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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”
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Content Marketing Technology Vision
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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 Offline Online
Consumer Experience
Enabled by using smart people and smarter technology
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CXM Strategy: Keys to success
ID Know what success looks like before you start
KISS Keep it simple and stupid
RINSE, REPEAT Measure performance, recalibrate, try new things
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And your customers will really . . .
YOUR BRAND!
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Thank you!
Contextual Content builds A more powerful experience
built on knowledge and insights