1. 1. DAM and Delivering Multi-channel Customer Experiences David Parker, CMT | 02/19/14 2014 IO Integration, Inc. All rights reserved.
2. 2. Trends in Marketing What is omni-channel content marketing? What are adaptive and agile marketing strategies? Why is inbound content marketing so powerful? How do analytics and predictive behavior data enable contextual content? Is a brands value increased by adopting omni-channel practices? How can your brand be prepared for an omni-channel experience? 2014 IO Integration, Inc. All rights reserved.
3. 3. Whats happening to modern marketing 2014 IO Integration, Inc. All rights reserved.
4. 4. Marketing is changing . . . through technologyMarketing technology as we know it has changed more in the last two years than in the last two decades. ~Lawrence Baxter, CIO, Y&R Brands 2014 IO Integration, Inc. All rights reserved.4
5. 5. You know you live in the Information Age whenconsuming content feels like a losing Tetris battle. 2014 IO Integration, Inc. All rights reserved.
6. 6. And it will not stop growing . . .TB/yr 20132014 2014 IO Integration, Inc. All rights reserved.2018
7. 7. And it is being consumed constantly across many channels70minutes | web browsing127minutes | mobile applications168minutes | television 2014 IO Integration, Inc. All rights reserved.7
8. 8. And good content gets you closer to your audienceImagesAssets 2014 IO Integration, Inc. All rights reserved.MetadataMediaMessageVideoSocial
9. 9. So you can build 1:1 Consumer Relationships 2014 IO Integration, Inc. All rights reserved.9
10. 10. But combining customer data and analytics delivers Contextual Content A more powerful experience built on knowledge and insights 2014 IO Integration, Inc. All rights reserved.
11. 11. Building towards a customer conversationCUSTOMERCONTEXT EXPERIENCEMaximize this conversation? But how to conducethe overlap! 2014 IO Integration, Inc. All rights reserved.
12. 12. By building stories that connect . . .CUSTOMER CONTEXT EXPERIENCEBecause it's not their relevance. messages that defines the impactit's the content of customer's engagement, and drives your your 2014 IO Integration, Inc. All rights reserved.
13. 13. The customer with a consistent experience Portal Website Extranet IntranetOnline AnalyticsCampaign AnalyticsA/B or Multivariate TestingLocation TrackingAppCUSTOMER CONTEXT EXPERIENCECustomer ProfilesPrices and Stock 2014 IO Integration, Inc. All rights reserved.Social MediaCampaigns EventsPOSTherefore, a look at the solutionshas to be Let's have customer experience landscape. CONTEXTUALIZED IN REAL-TIMESales Literature
14. 14. Agile and adaptive content marketing . . .Is not just about understanding the value of your brand in your customers hands . . Its about how and when you activate it! 2014 IO Integration, Inc. All rights reserved.
15. 15. Let fans experience thrills that resonate.Let technologycommunicate. 2014 IO Integration, Inc. All rights reserved.
16. 16. Marketing is transforming from I think to I know THENNOWRepresent the brand Finding supporter Represent the supporter Find the supporterMass Advertising Demographic 1:1 targeting BehavioralPoint in time blasts Few isolated channels Continuous relationship Exploding integration channels3rd party table Intuitive decision making Owned big data Fact based decision making 2014 IO Integration, Inc. All rights reserved.16MissionCustomer IntelligenceTacticsMeasurement
17. 17. So Technology is driving new conversations . . .with consumers across everymedia platform 2014 IO Integration, Inc. All rights reserved.17
18. 18. Brands want to build consumer experiencesDid you know 60% of all goods are bought on the strength of the brand communications.Source: Millard Brown 2014 IO Integration, Inc. All rights reserved.18
19. 19. But smarter brands want . . . 2014 IO Integration, Inc. All rights reserved.19
20. 20. There customers to do it for them . . . Because its so powerful 2014 IO Integration, Inc. All rights reserved.20
21. 21. Why do it? Because other brands are doing it with great results . . . 2014 IO Integration, Inc. All rights reserved.
22. 22. How can my brands gain an omni-channel capability By transforming Digital Assets into Relevant content stories 2014 IO Integration, Inc. All rights reserved.
23. 23. What about your multi-channel content strategy? Data & InformationApps CRMs Marketing Media Channels Events & PromotionsSocial Media Magazines Web2Print Intranets Websites Blogs 2014 IO Integration, Inc. All rights reserved.Branded contentBrand value
24. 24. At IOI we bring together brands and marketing technologyContentWeb Print Mobile Social NetworksPIM/ERP CRM Analytics Geospatial e-commerce 2014 IO Integration, Inc. All rights reserved.Customer engagementCustomer experience
25. 25. By using smart people and smarter technologyAn Enterprise Content Marketing Solution (CMS) that automates the creation, production and execution of media content across multiplemarketing channels. Creating once delivering multiple online and offline fan experiences.Executing through internal and external communication channelsMedia Asset Management Publishing / Creative All Channels OnlineOfflineConsumer Experience 2014 IO Integration, Inc. All rights reserved.
26. 26. To create a content marketing platform That Thrills! Brands like RedBull and GoPro understand that user generated content is the most powerful brand content.That Challenges! The new marketers will focus on in-bound user-generated content, but this means new skills and integrations will be needed to leverage the value.That Connects That is Relevant! Video generated TBs of data, but it needs meta-data tagging to extract the most value, including geo-spatial data, image data, and voice. Extracting this information requires contextual recognition and automated workflows. 2014 IO Integration, Inc. All rights reserved.Brand Fans with
27. 27. That leverages every single media channel you have...Retail E-commerceDigital ChannelOfflineTalentEvent & TourHistoryLocationMarketingWebFan magazinesMobileDistribution Commercial Partnerships 2014 IO Integration, Inc. All rights reserved.
28. 28. To optimize content across all channelsWebsiteWebshopVarious Campaign TopicsSocial MediaPublic Relations Media AdvertisingPromotions Dealers Point of Sale 2014 IO Integration, Inc. All rights reserved.
29. 29. With this technology . . .your marketing will start working really hard in every area. Higher Efficiency in all processes Higher Creativity less transaction work Higher Quality less mistakes Fast on all channels Save money system amortized quickly 2014 IO Integration, Inc. All rights reserved.
30. 30. And your consumers will really . . .Your Brand! 2014 IO Integration, Inc. All rights reserved.
31. 31. Are you ready? Good Content Platforms need Planning, understanding and the ability To support the business goals 2014 IO Integration, Inc. All rights reserved.
32. 32. Understand the Global Brand Challenges . . . Grow global, regional and local brand valuesIncreasing brand partners/sponsor access to relevant and engaging contentManage Increasing contentContextual brand communicationsBrand Need to managing increasing Projects & SchedulingIncreasing need to fulfill more marketing channelsNeed to manage more meta-data ownership, rights and relationships 2014 IO Integration, Inc. All rights reserved.32
33. 33. Then define the business requirements and features User access & ease of use Content search & reviewRelationship managementMetadataReportingBrand Technology Content ingestionInternet clientWorkflowsProductionArchive 2014 IO Integration, Inc. All rights reserved.Publishing channels33CXM & Enterprise Comm core features
34. 34. Think about all of your channels you have to facilitateYour Brand 2014 IO Integration, Inc. All rights reserved.
35. 35. And then think how are you going to leverage themBran d 2014 IO Integration, Inc. All rights reserved.
36. 36. And content isnt a fad, its the ERP for brandsERP / Business SoftwareCRM Software CustomerCommunications Software 2014 IO Integration, Inc. All rights reserved.
37. 37. So content strategy needs to be integrated 2014 IO Integration, Inc. All rights reserved.
38. 38. And simplifed in a complex technology world CollaborationMADP 2014 IO Integration, Inc. All rights reserved.EMECMSMRM / MPOWCMDAMMDMWeb2Print
39. 39. Vitra: Content Marketing Technology Success So you can be successful like other brands 2014 IO Integration, Inc. All rights reserved.39
40. 40. Vitra: Rich Content Websites 2014 IO Integration, Inc. All rights reserved.40
41. 41. Vitra has a Multi-Channel Marketing Technology Platform Website WebshopVarious Campaig n TopicsSocial MediaPublic Relations Public Relations Advertising Promotions PromotionsPoint of Sale 2014 IO Integration, Inc. All rights reserved.41more communication channels
42. 42. That repeats and repeats and repeats with Website WebshopVarious Campaig n TopicsSocial MediaPublic Relations Public Relations Advertising Promotions PromotionsPoint of Sale 2014 IO Integration, Inc. All rights reserved.42more communication channels
43. 43. The right message, time and time again 2014 IO Integration, Inc. All rights reserved.43
44. 44. Talk to IOI. Win markets.Thank you!More about censhare More about David Parker @ioi_inc +1.408.996.3420 2014 IO Integration, Inc. All rights reserved.