Content Marketing Hubs and Brand Love

© 2014 IO Integration, Inc. All rights reserved.

Content Marketing Hubs and Brand LoveHow GoPro and BMW create killer customer brand experiences

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Presenter: Jill Talvensaari

Bio: VP Marketing & Customer Engagement, IO Integration

Previous: Product Marketing executive at technology start-ups and enterprises alike including: Akeena Solar, Adobe, Microsoft, Equifax, Paralon, Verisign, Digital River, Moxie

Education: MBA International Marketing, Seattle University; BA in Quantitative Economics and Decision Systems, BS in Cognitive Science, UC San Diego

(Secret Sauce: marketing ninja whose superpower is connecting ideas, people, and technology to achieve awesome)

Contact: [email protected] @ioi_inc

IO Integration is a leading global marketing technology services

provider that helps brands optimize marketing performance by

empowering them to deliver exceptional personal experiences to every customer at every touchpoint,

in every market worldwide.

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Everyone wants customers that

YOURBRAND!

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WHAT USED TO BE THIS

Mass publication of content pushed to the consumer without knowing the consumer or the context

HAS NO BECOME THIS

Content marketing is changing rapidly. . . through technology

HAS NOW BECOME THIS

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Technology is driving new conversations . . .

…with consumersacross every

media platform

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Marketing content and data will continue to grow

TB/yr

2013 2014 2018

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And it is being consumed constantly across many channels

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70 minutes | web browsing

127 minutes | mobile applications

168 minutes | television

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Mission

Tactics

Measurement

CustomerIntelligence

THEN: BRAND DRIVEN NOW: CONSUMER DRIVEN

• Represent the brand• Finding customer• Push

• Mass Advertising• Demographic• Generalized content

• Point in time blasts• Few isolated channels• Waterfall method• Advertising

• 3rd party table• Intuitive decision making• Excitement, buzz

• Represent the consumer• Find the consumer • Pull

• 1:1 targeting• Behavioral• Personalized content

• Continuous relationship• Exploding integration channels• Agile method• Storybuilding, content re-use

• Owned big data• Fact based decision making• Engagement, revenue

Customers are the brand owners

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TRADITIONAL DIGITAL

OMNICHANNEL

EXPERIENCE

Enter omni-channel customer experience management (CXM)

Can you predict which content will be the most popular, generate and influence more revenue?

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Enterprise Communications Strategy: it’s all about YOU

ERP / BusinessSoftware

CRMSoftware

CommunicationsSoftware

Customer

12© 2015 IO Integration, Inc. All rights reserved.

Personalization is the key

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Personalization is NOT…

Consuming Contentis like playing a losing Tetris battle.


Why you can’t ignore Personalized Customer Experience

Infotainment dilemma: Your customers now control when and where they engage with your brand,so if you aren’t there and engaging, they‘ll simply go elsewhere.

ENGAGE CUSTOMERS

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Experiences Create More Happiness than Material Goods

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Customer Experience Management (CXM) by the numbers

Marketers believe CXM is most exciting opportunity

But that the focus on omni-channel campaign management and personalization will supersede CXM in the next 5 years..

76%

66%Marketing has changed more in the last 2 years than previous five decades

Technology drives marketing. Customer focused experiential marketing requires an obsession with data, deep understanding of the brand and storylines

20% Believe that their c-suite has stomach for adaptive, experiential marketing

Agile marketing requires a business culture that embraces experimentation and allows failure.

80% Of marketers agree that the role of content will grow while push media effectiveness dies

Right moment, right channel, location-based 1:1 marketing is here to stay

* Adobe Quart erly Digital Intelligence Briefing

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These companies have amazing customerexperiences, so customers...

THEBRAND!

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Sharks Hockey

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My Starbucks Idea

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Customer Takes Action

ExperienceThe know brand wow

AmplifyAcross media channels

InfluenceOthers behavior, opinions

ExtendReach and marketshare

Relevance

EngagementAwareness

Revenue

CUSTOMER

TIM

E

How do you get customer experiences that increase sales?

CONTENT MARKETING STRATEGY BUILDS ON 4 PILLARS

CXM STRATEGY = $$$

© 2014 IO Integration, Inc. All rights reserved.

Rise of the In-House Agency

From 2008 to 2013, use of in-house agencies has increased to 58% in 2013 from 42% in 2008 (Assoc. National Advertisers) and companies like Apple and Google are fueling the creative team come-back by doing more in-house instead of with an “agency of record” (Forbes) because:

• Economics—marketers need to do more with less• Digital, social, and mobile media require

unprecedented speed and agility• Brands want to own the customer experience

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Think about all the channels you facilitate and leverage

Your Brand

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Content strategy and technology needs to be integrated

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Content Marketing Technology Success

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Starts with great storytelling to the right person, the right way.

Technology delivers the message in the moment.

Message received.

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AppsCRMs

MarketingMedia Channels

Events & Promotions

Social MediaMagazinesWeb2PrintIntranetsWebsites

Blogs

Data & Information Branded content

consumer brand value

Experiment to maximize value of Content Communications

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And you are able to optimize performance across channels

Agile Marketing Strategies

Website

Webshop

Social Media

Public Relations

Advertising

Promotions

Point of Sale

Media

Dealers

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Connecting the Content Strategy to the Consumer Story

MEASUREMENT

Content Strategy

• Media• Analytics• Research• CRM• Ingestion• Profiles

“What works and why”“Tactics, timing, positioning”

Content Technology

• Creation• Production• Delivery• Platforms• Meta-data• Integration

“How it gets executed”“Scalability, relevance, speed”

Constomer Experience

• Engagement• Relevance• Purchasing• Interaction• Influence• Amplification

“Brand storytelling, personalization”“Message, interact, share”

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The Best Content Strategy: Building 1:1 Consumer Relationships

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1:1

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Brand Promotion

• International Sales Literature

• Modules

• Digital Asset Management

• Translation Management

• Localization Management

• Workflow and Process Management

• Content Management

• Users

• > 600

BMW, Germany

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Brand Communications

Worldwide Marketing Communications

Modules• Digital Asset Management


• Localization Management



Users• > 300

Dyson, UK

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Brand Personalization

Localized Marketing, Tabs in 14 RegionsPersonalized 1:1 Offers (150% inc. conversion)Brand Ecosystem for Partners, DistributorsCentralized Marketing Technology Stack

Modules• Digital Asset and Localization Management• Workflow and Process Management• Content Management

Users• > 1000

Retail

Top Retailer, USA

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Brand Experience

Content Acquisition and Web Experience

Video and Photo of the Day

Modules• Digital Asset Management




Users

• > 100

GoPro, USA

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These companies have content marketing technology andpersonalization, so customers...

THEBRAND!


Cut the Chaos, Get a Hub, Bub!


How do you build a Content Marketing Hub?

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Count on change management

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THE CREATIVE PROCESS

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CREATIVE WORKFLOW

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Marketing Technology Landscape

~100 ~350 ~950

2011 2012 2014

Info source: Scott Brinker JANUARY 7, 2014


Best-of-Breed vs. End-to-End Solutions

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Content Marketing Technology Vision

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BEST PRACTICES

• Centralize all media content for single point of truth for multi-channel publishing – online, offline, social, mobile, video

• Integrate mktg ops/ERP/CRM/ecommerce

• Focus on usability and seamless web and mobile experience

• Listen and analyze content interactions, optimize

• Deliver relevant, engaging and interactive content

Media AssetManagement

Publishing / Creative

All ChannelsOfflineOnline

Consumer Experience

Enabled by using smart people and smarter technology

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BUT REMEMBERClean your house first.Analyze and enhance your metadata, workflows, and integrations to support a Digital Content ecosystem.

Don’t recreate broken, manual or non-Digital processes.

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CXM Strategy: Keys to success

IDKnow what success looks like before you start

KISSKeep it simple and stupid

RINSE, REPEATMeasure performance, recalibrate, try new things

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And your customers will really . . .

YOURBRAND!


Questions?

?

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Thank you!

Contextual ContentA more powerful experience

built on knowledge and insights

Content Marketing Hubs and Brand Love

Marketing

Transcript of Content Marketing Hubs and Brand Love