the next generation of marketing technology platform
DESCRIPTION
It's no longer about building individual digital experiences but providing a platform to create connected journeys. The next generation of marketing technology platform need to step up to provide the tools for marketers to truly engage with their customers.TRANSCRIPT
Sitecore. Compelling Web Experiences
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Integrate, Innovate or Die!Cleve Gibbon: [email protected] CTO
The Next Generation of Marketing Technology Platforms
Sitecore. Compelling Web Experiences
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The Agenda
• The Chaos that is Content.
• Say NO to sites!
• Build your own Platform.
• The Future?
© 2011 Cognifide Limited
Technologists for the Marketing world
Providing Expertise that executes and guides
Digital Marketing Strategies
© 2011 Cognifide Limited
80+ staff - Privately Heldprofitable, organic growth
Based in Poznan and London
Close Relationships With Clients driven by a shared commitment to
Delivering Outstanding Results
Sitecore. Compelling Web Experiences
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The Chaos that is Content.
Sitecore. Compelling Web Experiences
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It starts with Remark-able content
• Consumers tune out traditional marketing efforts.
• Influence by content, community & marketplace.
• Brands need to position, target & segment.
CUSTOMER
CUSTOMER
PRODUCT
POSITION
TARGET REMARKABLE
CUSTOMER
CUSTOMER
CUSTOMER
CUSTOMER
CUSTOMER
SEGMENT
CUSTOMER
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However…
75% of companies know that customers are social...
…only 10% of them are doing something about it!
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Where is the Remark-able Content?
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Social getting bigger…
22% of Internet time is social
Sitecore. Compelling Web Experiences
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Site Shifters
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Channel Issues
SOCIAL MEDIA
MOBILEWEB
CMS
CONTENT STRATEGY
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Integration Issues
SOCIAL MEDIA
CRM
SEARCH
ECOMMERCE
ANALYTICS
MARKETING AUTOMATION
MOBILE
WEB
EMAIL CMS
CONTENT STRATEGY
ON
LIN
E
CH
AN
NE
LSP
RO
DU
CT
IN
TE
GR
AT
ION
S
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Say NO to sites!
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Never just one site
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There are other digital experiences. Lots more!
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English is not the only language
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Local is the new Focal
LocalisedContent
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Time to get personal
Sitecore. Compelling Web Experiences
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Build your own Platform.
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Sitecore Customer Engagement Platform
Sitecore. Compelling Web Experiences
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Platform to build Marketing Technology Platforms
Define the platform. “A platform for delivering meaningful engagement.”
Sitecore. Compelling Web Experiences
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Clear Content Architecture
Specify a content architecture“The tangible model for business content”
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Product Integrations Baked In
Integrate everything.“Bring CRM, eCommerce, Analytics & Search closer.”
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Big Data Management
Deliver ‘A’ Class Data“Automated, accurate, aggregated, accessible,
auditable and always available.”
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Rise of the Brand Platform APIs
Create APIs that can COPE“Create One, Publish Everywhere”
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Govern through a clear content strategy
Content Strategy is a Process.“Define, develop, document and disseminate”
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Now engage!
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The Future?
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The Future?
• Collision course for CRM and CMS Platform Providers.
• Proliferation of good and bad ‘business APIs’
• Better integration of Marketing Automation & Digital Experiences.
• Cloud is here. We’re going mobile.
• It’s time for the enterprise to be social real-time!
The future is already here — it's just not very evenly distributed
William Gibson
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Thank you
www.cognifide.com/blogs/sitecore/@cognifide
www.marketingtechnologyplatform.com@cleveg
Let’s Talk!