ConvergenceMarkDerks|C.H.RobinsonGlobalMarketing

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© 2017 C.H. Robinson Worldwide, Inc. All Rights Reserved.

SEETHINGSDIFFERENTLY

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Sources:http://www.thepeoplehistory.com/electronics.html;https://www.timetoast.com/timelines/digital-revolution-2f4313a2-0eed-4c82-bb72-ffd66bb3d5dd

1981ThetermINTERNETfirstused

1985Windows1.0

1994AmazonlaunchesasanOnlineBookstore

1998Google

1999Bluetooth

2003WordPress

2005FacebookYoutube

2006Twitter

2007iPhone

1991Numberofcomputersonthenetreaches1million

1996Internethostcomputersgoesfrom1millionto10million

2000TheDotCom BubbleBurstsandthousandsofDotComsgobust

20104billioncellphonesubscribers.67%oftheworld'spopulation

TheDigitalAge

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TheCustomerJourney

50 % Ofallinteractionsforacustomerhappenduringamulti-event,multi-channeljourney

- McKinsey&Company

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IntegratedMarketingStrategy

YourCustomer

SocialMedia

Multi-MediaMobile

EmailMarketingBlogs

PrintMedia&DirectMailPublicRelations

SocialShare

WebsiteVideo

SearchOtherOfflineMedia

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It'sgettingcrazyoutthere!

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BlurringofPublicRelationsandAdvertising

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ContentDevelopment:What’syourbigstory?

*DemandGen Report– 2016ContentPreferencesSurvey

B2B buyers rely more oncontent to research andmake B2B purchasingdecisions than they did ayear ago.*51%

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ContentDevelopment:Movetosegmentation

1LinkedInTechnologyMarketingCommunity2LinkedInTechnologyMarketingCommunity3Curata

marketerssupportthree tofive buyingstageswithdedicatedcontent.148 %

marketerssupporttwo tofour rolesandbuyerpersonaswithdedicatedcontent.252 %

marketerscreatecontentbybuyerpersona;38%byvertical;30%bygeography;and30%byaccountorcustomer.363 %

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ContentDevelopment:Thoughtleadershiptocommercialinsights

DemandGen Report– 2016ContentPreferencesSurvey

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

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ContentDevelopment:Longvs.shortform

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ContentDevelopment:Domestictoglobal

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ContentDevelopment:Externalvs.internal

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ChannelSelection

Earned

Owned

Paid

socialmediatimeisspentonmobiledevices180 %

marketersplantoaddmessagingappstotheircontentstrategyinthenextyear220 %

1MarketingLand.com

2 https://www.hubspot.com/marketing-statistics

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TheImplications?

• Whatconstitutesa“trustedsource”ofinformation?

• Thelinesbetween“earned”and“paid”areblurring

• Theriseof“brandedjournalism”and“nativeadvertising”

• Whogetstocallthemselvesajournalist?

• It’snotjustwhotheyworkfor– it’swhothey’reconnectedto

• Theneedtoconsidermultiplecommunicationschannels– allworkingtogether

© 2017 C.H. Robinson Worldwide, Inc. All Rights Reserved.

GlobalTeam&Strategy

• In-houseagency“like”

• Brandmanagement

• Channelmanagement

• Externalcommunications

• Enterprise&globaloperations

• Salesalignment&integration

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GlobalAccountabilityFocusedonbusinessgrowthstrategy

THE TEAM

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InYourToolbox(oronSpeedDial)• ExpertiseinINSIGHTS

• BestpracticesforMEASUREMENTandANALYTICS

• FamiliaritywiththePESOmodel

• AteamofSHORT-FORMSTORYTELLERS

• UnderstandingofCONTENTandCONNECTIVITY

• PARTNERS– becauseyouwon’tbedoingitallyourselfanymore

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Talent &CareerPath• Collaborators

• Service&salescentric

• Innovators

• Creative

• Digital

• Communications

• Analytical

• Purpose&payback

• Customer&brandfocus AND…

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GlobalTeam&Strategy

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Keyaspectsofconvergence

PositivebuyerjourneyContent&Delivery Brandrepresentation

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