Marketing: A Journey in Enterprise Digital Transformation

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#C3NY DIGITAL MARKETING LEADERS #C3NY NEXT GENERATION MARKETING: A JOURNEY IN ENTERPRISE DIGITAL TRANSFORMATION Jay Wightman Head of Digital Experience, John Hancock Investments March 2017

Transcript of Marketing: A Journey in Enterprise Digital Transformation

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NEXT GENERATION MARKETING:A Journey in Enterprise Digital TransformationJay WightmanHead of Digital Experience, John Hancock InvestmentsMarch 2017

DIGITAL MARKETING LEADERS#C3NY

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Traditional marketing and communications

30 second TV spotsPress releasesPrint ads Product and corporate brochuresDirect mailingsEvents and conferencesBranded merchandiseOffice and retail location brandingSupporting the salesforce2

#C3NYEverything revolved around the 30 second spot. 2

Then things began to shift

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later . . .27 years4

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Even Katie figured it outEverything is online5

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OverHalf of the worlds population uses the Internet3.5 billion

searches per day6

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people are active on social media 2.1 billionSocial media is dominating the modern world

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of buyer decisions are made AFTER engaging with online content80%Online research is the largest influencer

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And things will continue to evolve9

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Video will be79%By 2018 . . .

of web traffic 10

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devices will be connectedto the internet200 billionBy 2020 . . .

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While the demands of digital continue to growCompanies must ADAPT while MAINTAINING traditional marketing tactics

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Hows yourDIGITALTRANSFORMATIONgoing?13

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Elegant user experience wherever and whenever someone chooses to engage with our brandFlexible systems that empower us to engage with advisors across channelsEvolving our roles, responsibilities and skills to meet changing demandsOrganizing our workflow to simplify content creation, enable collaboration and support deliveryConsistent, actionable data to support business decisionsTechnology is just part of the transformation14

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The road to DIGITAL TRANSFORMATIONBuild a strong and stable foundation1Expand your reach2Create world class digital experiences315

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Build a strong and stable FOUNDATIONThe road to DIGITAL TRANSFORMATION116

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Building the RIGHT SKILLSThe content creators

The analysts

The creatives

The promoters

The technologists

The strategists

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Create the RIGHT ENVIRONMENTEstablish professional empathy through ownership, support and collaboration

HierarchicalDemocratic18

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Embrace a nimble processCreate incremental valueStart small. Dont do everything at once.Manage project scopeProject priorities change. Dont spend too much time planning.Learn and respondFail fast. Fix it and move on.19

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Identify critical systems and dependencies

Discover and identify our core, critical systems20

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Uncover fundamental organizational challengesLegacy applicationsSteel rails vs. cloudKnowledge silos

Data accessibilitySystem compatibility and integrationDecentralized systems

Development opsInternal expertiseCompany culture

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#C3NYAdd siloed knowledge and talk about confluence21

Expand your REACHThe road to DIGITAL TRANSFORMATION222

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Amplify your reach through all bound marketing Focus on key channels to get your assets in the hands of your audience, no matter where they areSEO/M

Marketing automation (email)

Social media

Mobile

Video

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#C3NYMarketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. Nucleus Research

Mobile now represents 65% of digital media time: http://marketingland.com/digital-growth-now-coming-mobile-usage-comscore-171505

2.1 billion people are active on social media: http://www.jeffbullas.com/2015/04/08/33-social-media-facts-and-statistics-you-should-know-in-2015/

There are over 3.5 billion searches per day on the internet: http://www.internetlivestats.com/google-search-statistics/

By 2018, video will make up 79% of all web traffic: https://smallbiztrends.com/2014/06/video-percent-of-internet-traffic-study.html

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Whats the latest on oil?Whats the latest on the European market?What does Megan Greene think?How do I explain volatility to my clients?

Great post on college saving strategiesI want to sign up for this ETF eventWhat theyre LOOKING FOR know your customers interests and needsGive them content WHEN and HOW they want it

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#C3NYPeople are at various stages of engagement, looking for different things (sea of people)

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Be targeted and consistent

Its more CROWDED than ever out there

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Top performing ETFs

John Hancock ETFs

Funds with broad diversification

Optimizing search ConductorAwarenessConsiderationDecision

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Make the examples more generic 26

Evolving content marketing strategy

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#C3NYTraditional 5 pillars of content marketing. Purpose of this is to show how search and social overlay a content marketing strategy

ask you can see social and search touch every phase of content marketing cycle.

Evolving the way we create and distribute content to meet the changing worldSocial is the distribution point for sharing and interacting with our contentThe higher engagement, the better the exposureBy listening to social conversations, we can learn exactly what our audience is interested in. Learn about trends and conversations from our audience

Search friendly content leads to social engagement-> authority -> higher rankings and exposureSocial provides insight for seo

Taking the traditional content optimization model, and were overlaying it with search and social tools

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Campaign goalsObjectivesAudienceMessage

Integrated campaigns: putting it all togetherOnline mediaSearchSocialEmailIntegrationOnline mediaMetricsRESULTS

Print, sales, PR, events, direct mail Campaign creativeMessagingImageryVideoContentAd unitsBanners28OMNI-CHANNEL MARKETING

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Create world class DIGITAL EXPERIENCESThe road to DIGITAL TRANSFORMATION

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Comparison based on proximity

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#C3NYNew visual:Youre competing with the last great digital experience you had (amazon, uber, etc)- consumers dont care if its the same industry

In digital you compare with everything.

In non digital- its proximity (apple bees vs. x)

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Where do you fit in?Comparison without limitations

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A successful digital platform

Contextuallyaware

Evolving based on datacollected

Personalized and customized32

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Consistent, predictable development

DevOps aims at establishing a culture and environment where building, testing, and releasing software, can happen rapidly, frequently, and reliably. Wikipedia33

#C3NY*DevOps is a culture, movement or practice that emphasizes the collaboration and communication of both software developers and other information-technology (IT) professionals while automating the process of software delivery and infrastructure changes. It aims at establishing a culture and environment where building, testing, and releasing software, can happen rapidly, frequently, and reliably. - wikipedia33

EXPERIENCE STRATEGYKey opportunity areasFeature and function mapTactic concepts

Build your experience strategyInformation shareIdeation exercisePrioritizationWORK SESSION

Analysis and synthesisPersona developmentJourney mappingSYNTHESIZING

Competitive auditChannel interviewsCustomer interviewsRESEARCH

Stakeholder inputIndustry researchNorthstar alignmentEXISTING KNOWLEDGE

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Unknown or cookied

Engaged user

Account holder

Make data actionable35

#C3NYSeismic-activity and preference data-How has it changed our digital transformation with our own content

Highlight seismic for the second user35

36Integrate dataacross technologiesInsight into behaviorsand preferencesDeliver personalizedexperiences

Integrate dataacross technologiesInsight into behaviorsand preferencesDeliver personalizedexperiences

#C3NYPioneers anticipate and EMBRACE CHANGEShiftingFOCUSStatus quoManage and maintain digital assetsExecute on digital projectsDeliver on what is expectedKnow the technologyWork within the tools providedGet the job doneTransformative thinkingAnticipate and exceed customer needsParticipate in strategic, integrated campaignsAdd value wherever possibleKnow the customer, content and goalsIntroduce state-of-the-art solutionsGet the RESULTS required

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Hows yourDIGITALTRANSFORMATIONgoing?38

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