Download pdf - SapientNitro: Multi-channel and the Convergence of Marketing, Commerce & Customer Service

© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL

SapientNitro

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Multi-channel and the convergence of marketing, commerce and customer service



THAT TECHNOLOGY AFFECTS THE CONSUMER-BRAND RELATIONSHIP

IS NOTHING NEW…


ONLY 4 OUT OF 100 AMERICANS UNDER THE AGE OF 50 CAN REMEMBER THE

NAME OF SOMEONE AT THEIR BANK

Where is the love?


THE ATM CHANGED EVERYTHING...


THAT TECHNOLOGY AFFECTS THE CONSUMER-BRAND RELATIONSHIP

IS NOTHING NEW…

…but now it’s changing the consumer fasting then the brands can keep up



THE LOCUS OF CONTROL HAS SHIFTED FROM THE BRAND TO THE

CONSUMER…


MASS MARKETING, circa 1950s


MASS MARKETING, circa 1950s


MERCHANDISING & COMMERCE, circa 1950s


MERCHANDISING & COMMERCE, circa 1950s


CONSIDER THIS…


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15



IMAGINE…









What use to be this….


Is now this

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TECHNOLOGY



BRAND


BRAND MOMENTS


The challenge for brands is to create technologically enabled, compelling that culminate in lasting, CONSUMER-BRAND RELATIONSHIPS.

MOMENTS


WHY DON’T WE SEE (MORE)

EXAMPLES LIKE THIS, YET?


MOST COMPANIES ARE STILL ORGANIZED IN AN ‘UPDATED’

VERSION OF THE 1950’s



ONLINE SHOP

eCommerce Group

DEALER/RETAIL SITE

Store Operations/

Dealer/ Franchisee

SUPPORT SITE

Customer Service

Department

BRAND SITE/ONLINE ADS

Digital Marketing

Department

© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL 34

$70 BILLION

COMCAST REPORTS 62% OF THEIR VIEWERS HAD

TIME-SHIFTED A TV SHOW

THAT JUMPS TO 83% FOR THOSE 25 OR

YOUNGER

64% OF AMERICANS GET SOME, MOST OR ALL OF THEIR TV CONTENT ONLINE

SOON THERE WILL BE NO DIFFERENCE BETWEEN TRADITIONAL AND ONLINE TV





BRAND SITE/ONLINE ADS

Digital Marketing

Department

TRADITIONAL ‘BOUGHT’ MEDIA

Media Planning/ Marketing

Department

Customer Engagement Department

ONLINE SHOP

eCommerce Group

DEALER/RETAIL SITE

Store Operations/

Dealer/ Franchisee

SUPPORT SITE

Customer Service

Department

© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL 39 39






SO, WHAT TOOLS DOES THE CUSTOMER ENGAGEMENT

DEPARTMENT NEED?


MULTI-CHANNEL CONTENT DELIVERY

CHANNEL/DEVICE-SPECIFIC PRESENTATION MANAGEMENT

CHANNEL-AGNOSTIC CONTENT MANAGEMENT

CONTEXT-AWARENESS AND CONTENT-TARGETING

MARKETING CAMPAIGN MANAGEMENT

CREATIVE WORKFLOW TOOLS


CROSS-CHANNEL EXPERIENCE MANAGEMENT, ANALYTICS & OPTIMIZATION

CONTEXT-AWARENESS AND CONTENT TARGETING

CUSTOMER DATA & IDENTITY MANAGEMENT

MERCHANDISING MANAGEMENT

COMMERCE/TRANSACTIONAL SYSTEM INTEGRATION

AD-SYSTEM INTEGRATION

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