WEBINAR: Marketing 5.0: 10 Steps to Delivering Compelling Experiences, hosted by @nFusion

WEBINAR:

MARKE TING 5.0: 10 STEPS TO DELIVERING COMPELLING EXPERIENCES

John Ellett, CEO nFusion OCTOBER 22, 2014

Webinar Audio: Toll: +1 (470) 200-0302 Access Code: 769-951-325 Contact: [email protected] Post-Event Slides: http://info.nFusion.com/webinar-marketing5

© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.

MY THREE HATS

2

The CMO Manifesto Marketing 5.0 – Coming Soon

Forbes nFusion A Digital Agency

Author Blog Contributor CEO

@nFusion

AGENDA

1.  Brief history of marketing technology

2. Marketing 5.0 3. Implications for marketers and technologists

4. 10 steps to get there

3


@nFusion

Printing Press

4

MARKETING 1.0


@nFusion

A BRIEF HISTORY OF MARKETING TECHNOLOGY

5


MARKETING DATA • Name • Address • Phone Number • Customer ID • Purchase History

MAGAZINE/NEWSPAPER

DIRECT MAIL/CATALOG

@nFusion

John Cameron Swayze, NBC’s “Camel News Caravan” 1955

TV/Radio

6

MARKETING 2.0


@nFusion


7


MARKETING DATA • Name • Address • Phone Number • Customer ID • Purchase History

MAGAZINE/NEWSPAPER

TV

RADIO

DIRECT MAIL/CATALOG

@nFusion

PC/Internet

8

MARKETING 3.0



9


MARKETING DATA • Name • Address • Phone Number • Customer ID • Purchase History • IP Address • Tags • Site Behavior • Search Behavior • Email Address • Email Behavior

MAGAZINE/NEWSPAPER

SEARCH

BRAND WEBSITES

EMAIL

TV

RADIO

DIRECT MAIL/CATALOG

THIRD PARTYWEBSITES

@nFusion

Social/Mobile

10

MARKETING 4.0


@nFusion


11

MARKETING DATA • Name • Address • Phone Number • Customer ID • Purchase History • IP Address • Tags • Site Behavior • Search Behavior • Email Address • Email Behavior • Location • Mobile Number • Mobile Site Cookie • Social ID • Social Behavior • Brand Affiliation


MAGAZINE/NEWSPAPERRATINGS/

REVIEWS SITES

SEARCH

BRAND WEBSITES

EMAIL

MOBILE APPS

TV

RADIO

MOBILEWEB

SOCIALNETWORKING

DIRECT MAIL/CATALOG

THIRD PARTYWEBSITES

Winning in the Age of Personalized Omni-channel Experiences MARKETING 5.0

12

CUSTOMERS EXPECT PERSONALIZATION


13

78% of customers don’t receive consistent experience across channels.

— Accenture

94% of customers have discontinued communication with a company because of irrelevant messages. — Blue Research

@nFusion

DATA CHAINED TO CHANNEL (& DEPARTMENT) = FRAGMENTATION

14

Source: Oracle Marketing Cloud Conference

@nFusion

OMNI-CHANNEL EXPERIENCES REQUIRE SYNCHRONIZED DATA

15


@nFusion

ARMS RACE TO SOLVE THE PROBLEM

16

Source: Forrester

CONSTRUCT FOR SOLVING THE CHALLENGE

17

Presentation layer: User experience and content

Marketing engineering layer: CDJ maps, go-to-market plans and orchestration, Omni-channel mgt.

Infrastructure layer: Applications and data


10 STEPS TO MARKETING 5.0

18

STEP 1

Become a customer-centered organization

19

Source: Satmetrix Systems, Inc.

STEP 2

Develop segments and personas

20

Jane: Decision MakerPersonas: CEO, CFO1HUL�PZ�[OL�ÄUHUJPHS�NH[LRLLWLY�VM�[OL�I\ZPULZZ��TV�JVU]PUJL�1HUL�[V�W\YJOHZL�ZVTL[OPUN�ULw, theYL�ULLKZ�[V�IL�H�ZVSPK�JHZL�MVY�WVZP[P]L�YL[\Yn VU�[OL�PU]LZ[TLU[��1HUL�SPZ[LUZ�[V�)PSS��I\[�L_WLJ[Z�H�JSLHY�I\ZPULZZ�JHZL�MVY�M\UKZ�[V�IL�ZWLU[��

Value desired:�9L[\YU�VU�PU]LZ[TLU[

STEP 3

Map the customer decision journey

21

EngageAttract

Identifies issue and requires a solution

Researches solution and

discovers possibilities

Interest Threshold

The lead becomes interested enough

to become a prospect.

Nurture Convert

Understands product offerings

and value to business

Finds alignment to solution expectations

ConversionThe prospect

moves from the consideration

phase to a subscribed customer.

Builds business case

for product purchase

Train Expand Retain Upsell

Agrees to purchase and

signs up for an account

Utilizes products

Realizes product business impact

Searches for more solutions

Knowledge Threshold

The user realizes the value of the

product offerings within his business.

Receives training

Becomes a product expert

MilestoneAwareness of products and what their

intended purposes are.

MilestoneComplete understanding of product offerings and realization of possible

positive ROI after purchase.

MilestoneSuccessful integration and use of products within business process.

Realized value of product integration and positive outcome.

STEP 4

Define cross-discipline planning model

22

STEP 5

23

Envision what is possible and determine data needed

STEP 6

Resource for infrastructure and experience building

24

STEP 7

Implement key applications and data management infrastructure

25


STEP 8

Build/manage personalized Omni-channel experiences

26

STEP 9

Create cross-discipline analytics framework

27

STEP 10

Align organization on data-driven engagement policies

28

10 STEPS YOU SHOULD TAKE NOW


29

30

Q&A

31

STAY IN TOUC H [email protected] @jellett @nFusion www.nFusion.com

THANKS!

SLIDES + REPLAY http://info.nFusion.com/webinar-marketing5