Customers, Content & Experiences - Beyond Random Acts Of Technology
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#ContentTECH @Robert_Rose
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This is the talk I gave at Intelligent Content 2014 #ICC2014 and also the keynote address for ContentTech #ContentTech. It's about how CIO/CMO Alignment is about more than just understanding one another - and suggests a framework for addressing the landscape of technology.
Transcript of Customers, Content & Experiences - Beyond Random Acts Of Technology
#ContentTECH
@Robert_Rose
#ContentTECH
@Robert_Rose
Hi, I’m Robert Rose @Robert_Rose
#ContentTECH
@Robert_Rose
#ContentTECH
@Robert_Rose
Only three ideas I’d like you to explore further…
Yeah, that and 3 Presents
#ContentTECH
@Robert_Rose
The Content Marke?ng journey…
A Form Not A Formula • Connected concepts • Not a linear pathway
Our customers’ journeys aren’t linear – so, why do we expect that guiding them will be?
#ContentTECH
@Robert_Rose
In it, we see much of the “digital transforma?on”
CLASSIC MARKETING “Tradi?onal”
1.0 Digital 2.0 Social & Content
#ContentTECH
@Robert_Rose
But from what decade is our technology?
We started with content…Because, you know… Web sites! Then, it was about op?mizing Deliver right content at the right Ame And because CRM couldn’t deliver. And CRM is the handoff point Because, you know…. Not markeAng! Oh yeah, measurement too…Which were the “fries with that” for everything we purchased.
Web Content Mgmt
Marke?ng Automa?on
CRM
Web Analy?cs
Conversion Analy?cs
Sales Metrics
#ContentTECH
@Robert_Rose
Then, recently, a disturbance in the force…
Mobile MarkeAng
CommuniAes
Social Media
Video MarkeAng
Sales Enablers DAM
Channel MarkeAng Dashboards CuraAon
Content MarkeAng Tools
The “appifica?on” of marke?ng…
#ContentTECH
@Robert_Rose
Marketing Technology
The “appifica?on” of marke?ng…
#ContentTECH
@Robert_Rose
Enter content marketing technologies…
Looking at the process… 1. Create & Edit Content 2. Aggregate, Curate, OpAmize Content 3. Promote, Converse & Listen 4. Measure Analyze & Learn
#ContentTECH
@Robert_Rose
Enter content marketing technologies…
They are filling the “in between” Filling the gaps of tradiAonal tech. 5 Categories… Content CollaboraAon CuraAon & ConversaAon Social Content AnalyAcs Engagement AutomaAon Na$ve Adver$sing & Promo$on
(not shown)
#ContentTECH
@Robert_Rose
Is this the right map?
Maybe….. But it really doesn’t maXer… what it signals is more important A strategic inflec?on point… The process of CM is becoming beXer understood GeZng beyond random acts of technology will be the key.
#ContentTECH
@Robert_Rose
Andy Grove’s strategic inflection points… R
ELEV
AN
CE
TIME
Old Paradigm
New Paradigm
Dissonance Gap
#ContentTECH
@Robert_Rose
We know we have to change…
The digital disrup?on AffecAng our business and the way we market it. Compe??veness We need to differenAate. Innova?on New Product We need to rise above the noise.
#ContentTECH
@Robert_Rose
How do we change?
So…..
#ContentTECH
@Robert_Rose
First, we bust the CIO/CMO alignment myths
Not aligning separate strategies BeXer communicaAon is only part of the soluAon It’s not becoming each other Knowing how to code or write copy does not an expert make It’s about collabora?ng on a new, unified strategy
#ContentTECH
@Robert_Rose
There’s good reason to collaborate….
• IBM CMO Study 2013
#ContentTECH
@Robert_Rose
Who has the trust?
Trust their CIO’s *
DON’T Trust their CMO’s Or are even impressed with their work
*
* Fournaise Group Study -‐ 2010
#ContentTECH
@Robert_Rose
Who performs?
Have cost over-‐runs 17% go so bad they threaten company
*
Is the average short-‐term return on marke?ng investment
• Mckinsey Study 2010
• Nielsen Study 2009
**
#ContentTECH
@Robert_Rose
Currently businesses believe…
Value from technology is predictable and all that’s needed is better planning. Marketing is science that should be solved with algorithms
Neither is true
#ContentTECH
@Robert_Rose
A unified strategy of content and technology
Leverage the unique strengths of each. This is a bigger discussion than just content and marke?ng... But crea?ng customer content experiences can be a star?ng point.
#ContentTECH
@Robert_Rose
And it’s where content strategy can shine!
Hey Content Strategists -‐ looking for a Raison d’Etre lately? Content strategists can be the driver of the CMO/CIO alignment. Content can be the grounding force of a business strategy.
“The coopera$on is there to democra$ze data, making it accessible and ac$onable across the enterprise. What is most obvious through these findings is that this will not be possible without partnership, and no partnership can flourish without support.”
CMO Council 4/2013 Big Data’s Biggest Role: Aligning the CMO and the CIO
#ContentTECH
@Robert_Rose
A framework built to change….
#ContentTECH
@Robert_Rose
It’s already happening…
As you start to look at technologies – prepare ques?ons: Speed, flexibility Vs. IntegraAon, portability Vs. Scalability, dependability
#ContentTECH
@Robert_Rose
Summing up….
Only you can stop random acts of technology Understand your buyer’s journey – and where technology will help facilitate you and the customer
Use the framework to ask beeer ques?ons – and as a “filter” for what kinds of technology to buy and implement.
Marke?ng Technology is a collabora?on – an integra?on, not agreement on different strategies. Build a unified strategy that drives value
#ContentTECH
@Robert_Rose
Three presents…. Yes, I remembered…
Content Collabora?on Tools 13 Vendor Profiles & Landscape bit.ly/ContentCollabora?onTools Content Cura?on & Conversa?on Tools 12 Vendor Profiles & Landscape bit.ly/ContentCura?onConversa?on Na?ve Adver?sing and Promo?on Tools 7 Vendor Profiles & Landscape bit.ly/ContentNa?veAdver?sing
#ContentTECH
@Robert_Rose
Thank You @Robert_Rose
