Customers, Content, & Experiences: Evolving Beyond Random Acts of Technology

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Technology

Published on March 3, 2014

Author: IntelligentContent

Source: slideshare.net

#ContentTECH @Robert_Rose

#ContentTECH Hi, I’m Robert Rose @Robert_Rose @Robert_Rose

#ContentTECH @Robert_Rose

#ContentTECH Only three ideas I’d like you to explore further… @Robert_Rose Yeah, that and 3 Presents

#ContentTECH The Content Marketing 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? @Robert_Rose

#ContentTECH In it, we see much of the “digital transformation” CLASSIC MARKETING @Robert_Rose “Traditional” 1.0 Digital 2.0 Social & Content

#ContentTECH But from what decade is our technology? We started with content…Because, you know… Web sites! Web Analytics Web Content Mgmt Then, it was about optimizing Deliver right content at the right time And because CRM couldn’t deliver. And CRM is the handoff point Because, you know…. Not marketing! Marketing Automation Conversion Analytics CRM Oh yeah, measurement too…Which were the “fries with that” for everything we @Robert_Rose purchased. Sales Metrics

#ContentTECH Then, recently, a disturbance in the force… The “appification” of marketing… Mobile Marketing Sales Enablers Video Marketing DAM Communities Channel Marketing Dashboards Curation Social Media @Robert_Rose Content Marketing Tools

#ContentTECH Marketing Technology The “appification” of marketing… @Robert_Rose

#ContentTECH Enter content marketing technologies… Looking at the process… 1. Create & Edit Content 2. Aggregate, Curate, Optimize Content 3. Promote, Converse & Listen 4. Measure Analyze & Learn @Robert_Rose

#ContentTECH Enter content marketing technologies… They are filling the “in between” Filling the gaps of traditional tech. 5 Categories… Content Collaboration Curation & Conversation Social Content Analytics Engagement Automation Native Advertising & Promotion (not shown) @Robert_Rose

#ContentTECH Is this the right map? Maybe….. But it really doesn’t matter… what it signals is more important A strategic inflection point… The process of CM is becoming better understood Getting beyond random acts of technology will be the key. @Robert_Rose

#ContentTECH Andy Grove’s strategic inflection points… RELEVANCE New Paradigm Dissonance Gap Old Paradigm @Robert_Rose TIME

#ContentTECH We know we have to change… The digital disruption Affecting our business and the way we market it. Competitiveness We need to differentiate. Innovation New Product We need to rise above the noise. @Robert_Rose

#ContentTECH So….. How do we change? @Robert_Rose

#ContentTECH First, we bust the CIO/CMO alignment myths Not aligning separate strategies Better communication is only part of the solution It’s not becoming each other Knowing how to code or write copy does not an expert make It’s about collaborating on a new, unified strategy @Robert_Rose

#ContentTECH There’s good reason to collaborate…. @Robert_Rose • IBM CMO Study 2013

#ContentTECH 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 @Robert_Rose

#ContentTECH Who performs? * Have cost over-runs 17% go so bad they threaten company ** • Mckinsey Study 2010 @Robert_Rose • Nielsen Study 2009 Is the average short-term return on marketing investment

#ContentTECH 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 @Robert_Rose Neither is true

#ContentTECH A unified strategy of content and technology Leverage the unique strengths of each. This is a bigger discussion than just content and marketing... But creating customer content experiences can be a starting point. @Robert_Rose

#ContentTECH 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. @Robert_Rose “The cooperation is there to democratize data, making it accessible and actionable 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 A framework built to change…. @Robert_Rose

#ContentTECH It’s already happening… As you start to look at technologies – prepare questions: @Robert_Rose Speed, flexibility Vs. Integration, portability Vs. Scalability, dependability

#ContentTECH 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 @Robert_Rose Marketing Technology is a collaboration – an integration, not agreement on different strategies. Build a unified strategy that drives value Use the framework to ask better questions – and as a “filter” for what kinds of technology to buy and implement.

#ContentTECH Three presents…. Yes, I remembered… Content Collaboration Tools 13 Vendor Profiles & Landscape bit.ly/ContentCollaborationTools Content Curation & Conversation Tools 12 Vendor Profiles & Landscape bit.ly/ContentCurationConversation Native Advertising and Promotion Tools 7 Vendor Profiles & Landscape bit.ly/ContentNativeAdvertising http://www.slideshare.net/BigBlueMoose/ @Robert_Rose

#ContentTECH Thank You @Robert_Rose @Robert_Rose

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