Provoke: Agile Marcoms - Strategies & Technologies
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Provoke: Agile Marcoms - Strategies & Technologies
- 1. Agile Marcoms: Strategies&Technologies Paul Fennemore • Digital ExperienceConsultant • Associate Lecturer: Oxford Brookes University Business School pfe@sitecore.net
- 2. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 6 Challenges of moving to a Digital Business 2 Source:The Futures Company's report,The 21st Century Business 1. From – disconnected to networked business 2. From – closed to open 3. From – volume to value 4. From – risk to opportunity 5. From – consumers to citizens 6. From – fixed to fluid Functional silos Data puddles > lake Omnichannel Ownership of knowledge Crowdsourcing Wrap in services Regulation is opportunity Whole lives
- 3. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Agile Consumers:Their world 3 • Attention earned • Relationship changed • Now society
- 4. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Mobile disruption in finance puts a premium on user experience Globally, nearly $23 billion of venture capital and growth equity has been deployed to fin-techs over the past five years, and this number is growing quickly $5 billion invested in 218 Fintechs in Q1 2016 e.g. Monzo, a challenger bank
- 5. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Digital as …Transformation? 5 1. Acknowledgement 2. Agile 3. Acceleration 4. Automation DigitalTransformation: “a staged programme of business improvements to People, Process and Technologies used for integrated digital marketing to maximise the potential business contribution of digital technology and media".
- 6. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Acknowledgement 6 Boardroom mandate
- 7. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Agile: “Oh. And we’ll need you to change direction. Every day.” • Foresee • React immediately • Swim where the fish are • Real-time agenda
- 8. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Automation: “And while you’re doing that, you need to automate. A lot.” 8
- 9. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Acceleration: “That’s good. Now go even faster.” 9
- 10. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Context Marketing Company PoV: Contextual content, people, process, technology, metrics, data evidenced. Customer PoV: Contextual, real-time experience across all touch points: right person, right time, right place, right device. Source: Dave Chaffey
- 11. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Context Marketing in Action 11 XP 8 Xccelerate Program • Employee empowerment • Collective ambition
- 12. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Real-time context marketing 12 When mothers fill in their circumstances, they will find a personalised timeline adjusted to their moment in the mothers journey. All content is tagged and created for specific ‘moments of truth’ within the mothers journey.
- 13. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. A journey backed by data 13 Visit 01.08.2015 09:30:06 (16 days ago) Utrecht 10.45.17.72 Care-line Question about feeding schedule 01.08.2015 09:20:36 (16 days ago) Baby – 6 months Latest match: 3 visits, 16 days ago Milk allergy Latest match: 3 visits, 16 days agoNutrition: Feed schedule Latest match: 3 visits, 16 days ago Activity Profiling Details SocialOverview Facebook : Reaching 9 months Converted: 3 visits, 16 days ago Download Feeding schedule 0-6 months 01:08:2015 09:30:06 (16 days ago)
- 14. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Delivered omnichannel 14
- 15. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Delivered omnichannel 15 Mobile app
- 16. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Delivered omnichannel 16 Vending machine
- 17. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. A cohesive experience 17 Mobile app Magic mirror Point of sale Vending machineResponsive web Events + DM
- 18. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. The Agility ROI 18 Results 2014: EUR 140,ooo 2015 : EUR 1.15 Million 75% 140% Avg. monthly growth: Avg. monthly repeat purchases:
- 19. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Agile Digital Marketing In Practice: How?
- 20. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Agile Digital Strategy: Joining the dots 20 1. Increase market penetration with particular geographies/segments/products 2. Increase customer retention/renewals 3. Rapidly introduce new products 4. Improve operational efficiencies: agility and cost optimisation Primary corporate objectives The situation SWOT Market Audit PLAN Digital Transformation Agile Marketing Platform Technology People Process Segments Personas Visitor Journeys Rules based engine Experience Management Personalised Engagement Plans Dynamic Personalisation Single Customer View Analytics Insight A/B MV Testing Simplified *Editing *Workflows *Publishing Goals and Engagement Values Agile Unified Platform Campaign Management Social Connect Mobile Intelligent Website emaileCommerce Web-to- Print Open API Databases FxM Attribution Optimisation Performance Omni-channel COPE Primary marcoms goals/strategies €Customer acquisition €Self-service levels =optimise costs €Launch product Z to segment X €Upsell & cross-sell €Engagement levels =retention €Increase Brand Awareness
- 21. Agile Marcoms: Strategies&Technologies Paul Fennemore • Digital Experience Consultant • Associate Lecturer: Oxford Brookes University Business School pfe@sitecore.net
Editor's Notes
- Today I am going to talk about the Agile Consumer and the Agile Business
- Those organisations who will thrive are pro-actively adapting their business to address these big challenges…… 1. From disconnected to networked: Silos: businesses are often internally disconnected silos separated by function. The networked business understands that its different parts form a single system, and acts on that. Data puddles: Disconnected data puddles are made into one data lake getting back to having a single customer view Customer touch points: A networked business will seamlessly connect all the brick and click interactions a customer has with it. Its about omnichannel marketing and omnichannel customer service. 2. From closed to open: The closed business locks down ownership of knowledge. The open business is more porous, letting the outside world in and building mutual advantage. Such as giving away some of it’s IP to crowdsource innovation and product development. 3. From volume to value: the mass production world is giving way to businesses that tailor products and services to their users. They wrap products in a network of services. For example, the Amazon Dash replenishment service. Managing customer experiences throughout the whole life cycle. 4. From risk to opportunity: businesses tend to treat the external environment as a series of threats. Instead they will start to read it for opportunities. Regulation becomes a platform for innovation and change. 5. From consumers to citizens: Customers are more than consumers. Companies will succeed by understanding and delivering against needs that reflect their customers' whole lives, as citizens as well as consumers. Businesses operate in a consumer-oriented market economy. 6. From fixed to fluid: 20th century planning and control models make businesses unresponsive and internally-focused. The fluid business uses management and budget processes that respond to external change. They make agility systemic Taken together, these principles are about taking the threats posed by the long-term changes in the external environment to traditional business models, and turning them into sources of competitive advantage. But what’s really driving the need for Agility. It’s the Agile consumer……………..
- Attention is a commodity: With over one billion websites on the Internet and increasing at 2 a second - The Agile customer lives in a world where Attention is now a commodity and Attention has to be earned not just bought, as was the case with old marketing practices. Marketers face a power shift from selectively informed consumers to consumers “armed to their teeth” with information and choice. 2. Relationship with a business a brand People are more inclined to Trust the opinions of other consumers than the claims bragged by a brand. They are quick to spot and voice any mismatches between the message and the reality. 3. Now Society: The Agile consumer lives in the Now Society where they expect to get the information they need in the time it takes to look at their smartphone and they expect some products to be delivered or available to collect the same day satisfying their insatiable hunger for instant gratification. So what are organisations doing to become more Agile………………………..?
- Monzo, a challenger bank is not beset by legacy systems. It aims to steal the march on the big banks by offering customers greater control over their money by alerting them when they are close to going overdrawn, allowing them to freeze their card at will, and automatically detecting when you have travelled abroad without having to call up a branch. The challenger will start with around 150,000 customers when it begins rolling out current accounts in spring 2017. The boss of Monzo, Tom Blomfield, has warned that major British banks face ruin as they are swept away by new technology. Finally, a bank as smart as your phone. Built for your smartphone, this is banking like never before. One that updates your balance instantly, gives intelligent notifications, and is easy to use. We’re trying to build the best bank on the planet and we want you on board.
- Digital Transformation: A staged programme of business improvements to People, Process and Tools tools used for integrated digital marketing to maximize the potential business contribution of digital technology and media". For the C-suite, there are three “prime” transformation imperatives: Acknowledge – that digital marketing and communications is a boardroom mandate Acceleration – the paramount challenge is a managed shift from corporate, then to customer, then to network speed; Agility – the ability of the entire enterprise to flex and react quickly (at micro and macro levels) to opportunity and threat; Automation – the systematic and focused encoding into software of any and all functions that are susceptible, increasing speed and quality, while reducing cost. These prime activities combine to define the boundaries of any truly strategic digital transformation programme.
- Digital marketing has to come from the top - it has to be a board room mandate making the right levels of investment in people, processes and technology required to deliver the optimum ROI.
- It’s being able to react immediately to the prevailing market conditions, Foreseeing every bump in the road and navigating around it and, It's about listening to the pulse of the world, along with macro-/microeconomic trends that are happening and being able to swim to where the fish are and setting a real-time agenda And having the people, processes and technologies to cost effectively manage Agility.
- The more we’re able to convert work into software, the better equipped we are to manage speed and change, the more we control our costs, and the more we free up the workforce for creative innovation and key knowledge work. Don’t just automate once, they need to continually automated.
- Organisational agility needs to be in the DNA of a business. The world of digital marcoms continues to accelerate for example WeChat. WeChat started only five years ago (2011) and now has one billion users and you can do anything on this mobile app – make voice or video calls, order goods, make payments such as your electricity bill and even book an appointment with the doctors. The rate of change is not slowing up. Businesses cannot keep pace with the speed at which digital consumers are adopting new technologies, and are probably two years behind them.
- Company PoV: Agile marketing: Planned spontaneity Marketing with velocity Setting the real-time agenda Applies to both B2B and B2C markets From the customers point of view Agile marketing includes been given a consistent service across all channels. Consumers view a business as the composite whole – through one lens. Getting the right context is vital – the right personalised content delivered at the right time, right place and on the right device.
- I’d like to share a story with you about how one European company has taking this approach and is seeing tremendous success. The power of collective ambition. Danone was one of the few businesses that came out of the recession stronger than when it went in. The main reason for this was a change in culture. Their new CEO decided to delegate and empower their employees and from this came initiatives such as this one……………. Danone Nutricia realized one important thing about their customers. Motherhood is a journey, and there are several key things mothers wanted: Happy healthy babies, and the need to deal with the unknowns of becoming a parent.
- Before the mother even starts to buy the product, in this case baby milk powder, Danone is earning customer advocacy by supporting and educating its potential customers. And once the mother needs baby milk she is much more inclined to go to Danone where a degree of trust has been earned by the brand – very clever. But also postnatal Danone continues to support the mother thereby getting repeat orders.
- Information is collected about the customer enabling Danone to produce personalised content and engagement plans in the right context. Everything Danone learns is stored in xDB Sitecore give you a 360 degree view of the client in the xDB client record Activity across all channels Behaviour profiling in real time Socially connected
- Delivered across all form factors in responsive web Adaptive was possible giving a range of looks for devices.…
- …and mobile apps. So useful, 23% of the women in BLUX use this app
- And of course, connected to vending machines at the central station. Also connects to xDB to make sure dad’s buy the right stuff too
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- Amazing results so far. As of June, they had grown 700%* over last year with no signs of slowing. 75% monthly growth and huge increase in customer repurchases. Clearly this approach is resonating with their customers
- So lets get down into some detail as to how the Agile Marketing concept works in practice…………………..
- Joining the dots, joined up thinking Lets take the example of the business and marketing goal of improving online self-service, how does a unified customer experience platform serve this goal……….. Define segments Map journeys Render personalised content aimed at the personas and implicit and explicit behaviour. Use analytics and gain insight to build a SCV Measure outcomes with goals and engagement values Optimise and improve through testing And do all this across all channels The result is an improvement in online self service and less burden on call centre overheads
- Today I am going to talk about the Agile Consumer and the Agile Business