censhare
Masterclassing Content MarketingBridging the gap between internal and external marketing communicationMay 10, 2016
Rainer HeckmannCOO, censhare US Inc.
• Digital Asset Management• Product Information
Management• Collaboration und Workflow• Planning and Production• Marketing Resource Management• Web Content Management• Content-Creation & delivery for
Print, Web, Mobile, and Social Media
censhare helps companies to master the next generation of digital communication
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censhare AG, Germany
censhare (Switzerland) AG
censhare (UK) Limited
censhare US Inc.
censhare India Private Limited
Where We Are
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150+ International Clients
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5
Censhare is one of the better kept secrets of the current trend toward
digitalization. […] While other vendors still talk of "personali-
zation", their enhanced ability to drive richer contextualization
sets them apart.
“
”Cool Vendor forContent Management
Bridging the gap between internal and external marketing communication
Marketing Communication PLAN
Budgets, resources, tasks and campaigns
CREATEContent for all
channels, devices and audiences
ProduceSystem automated or
manually
DiscoverCompany and business goals
APPROVECollaborate with
partners and suppliers
LAUNCHDeliver all output
channels
PROMOTETarget and
personalize all messaging
UNDERSTANDAnalyze, evaluate
and react
UPCYCLEReuse content
and data for further tactics
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8
Investment in
• Email marketing• Mobile• Social Media• Inbound• …
Externalcommunication
$$$
We strive for communication that is
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Personalized
Right• The right information• To the right individual• At the right time and place• To the right device
Relevant• To the point• In the individual’s context
Externalcommunication
✓
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Is our internal communication
• Relevant?• In context?• Right time?• Right place?• Right device?
Internalcommunication
?
Internal Communication
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121 emails
• 2 hours and 14 minutes per day• 62% check work email on weekends• 59% check email from the bathroom
75 Legitimate
36 Sent
10 Spam12
6
1
9 3
4
10
57
8
2
11
1 hour and 17 minutes of meetings
• 30 minutes considered useless
1 hour and 32 minutes information search
and gathering
12
6
1
9 3
4
10
57
8
2
11
How We Spend Our Time
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Meetings InformationSearch
Role-specific TasksEmail
1 2 3 4 5 6 7 8Hrs
Source: International Data Corporation (IDC); McKinsey Global Institute analysis
The Conflict
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Key Marketing Goals
• Deliver value to customers
• Foster lasting connections
• Capture value, measure results
• Our internal communication is not as efficient and effective as our external communication.
• We look at internal and external communication astwo separate things.
External Internal
SociodemographicData
Analytics
Patterns
Profiles
POS
Portal
Call Center
Shop
Mobile
SalesLiterature
15
ERPSystem
CRM System
EmailMarketing
Social MediaManagement
MobileMarketing
DAMSolution
Editorial System
AnalyticTool
InboundMarketing
MRM System
Web ContentManagement
Today’s Solution Landscape
SociodemographicData
Analytics
Patterns
Profiles
POS
Portal
Call Center
Shop
Mobile
SalesLiterature
16
Marketing & Communication Hub
SDK
ERP CRM
MCCM
Customer
Turn complexity into value
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