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© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Infor 1 Digital marketing transformation: How IT can traverse the marketing divide [email protected] [email protected] May 2013

Digital marketing transformation: How IT can traverse the marketing divide

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Page 1: Digital marketing transformation: How IT can traverse the marketing divide

© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.1

Digital marketing transformation: How IT can traverse the marketing divide

[email protected]

[email protected]

May 2013

Page 2: Digital marketing transformation: How IT can traverse the marketing divide

© Copyright Ovum. All rights reserved. Ovum is an Informa business.2

Introduction to the Connected Customer

Digital Marketing is Changing

What marketers want and need from IT

Introduction / Agenda

Page 3: Digital marketing transformation: How IT can traverse the marketing divide

© Copyright Ovum. All rights reserved. Ovum is an Informa business.3

INTRODUCTION TO THE CONNECTED CUSTOMER

Page 4: Digital marketing transformation: How IT can traverse the marketing divide

© Copyright Ovum. All rights reserved. Ovum is an Informa business.4

Behavioural change at the speed of the technology cycle

Page 5: Digital marketing transformation: How IT can traverse the marketing divide

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The Connected Customer

The consumer as a protagonist who can proactively influence product

development and be a strong advocate, but who can also disrupt, hack and deliver negative feedback on the organization, causing brand

damage.

Not just generation Y

Not just B2C

All business is now personal

Page 6: Digital marketing transformation: How IT can traverse the marketing divide

© Copyright Ovum. All rights reserved. Ovum is an Informa business.6

Ovum’s Connected Persona Matrix

The consumer as a protagonist who can proactively influence product

development and be a strong advocate, but who can also disrupt, hack and deliver negative feedback on the organization, causing brand

damage.

Individual as

Connected Customer

Individual as

Employee

Individual as System Componen

t

Individual as

Protagonist

ID

Page 7: Digital marketing transformation: How IT can traverse the marketing divide

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Consumer as Connected Customer: IT for customer lifecycle & marketing supply chain optimization

Brand Awareness

Product Knowledge

Transaction & Selection

Price Consideration

Customer Advocacy

Support & Satisfaction

Broadcast TV spots

Outdoor display

Online display

SEO

Social

SEO

Search & key word

Digital display

Direct mail

Web property

CouncilCustomerCommunityConversation

Sale

s, m

arke

ting

and

cust

omer

car

e ch

anne

ls Personalized display

Forum presence

SEO

Dynamic media

Offer management

Daily deals

Multi-channel retail integration

In-store presence marketing

Transaction attribution

Location based mobile vouchering

Social recommendation

Social discovery

Community knowledge base hosting

Affiliate offer management

Contact centre support & personalization

Social platform support

Community development

Knowledge base creation

Integrated, real time view of customer iD, profile and behavior, reached via automated, high frequency media & customer data trading

Technology convergence of BI, CRM, DAMService convergence of ISV cloud

services, media agency, SI & marketing service provider

Page 8: Digital marketing transformation: How IT can traverse the marketing divide

© Copyright Ovum. All rights reserved. Ovum is an Informa business.8

2013 Connected Customer & Digital Marketing What’s next for Marketing Automation

Mega-vendor Digital Marketing Platforms & Strategies – Oracle vs. IBM vs. SAP vs. Adobe vs. SFDC vs. SAS

Real Time Bid Advertising – a technology mega-trend

Marketing services ODM : Comparing and contrasting the converging SI & Agency space

CMO / CIO marketing technology decision maker trends

Best practice in organization design & transformation for CMO / CIO, agencies & digital marketing

Re-imaging marketing for an RTB / Programmatic / mobile world

Customer facing multi-platform hybrid mobile application development: best practice

Page 9: Digital marketing transformation: How IT can traverse the marketing divide

© Copyright Ovum. All rights reserved. Ovum is an Informa business.9

DIGITAL MARKETING IS CHANGING

Page 10: Digital marketing transformation: How IT can traverse the marketing divide

© Copyright Ovum. All rights reserved. Ovum is an Informa business.10

How Digital Marketing has Changed

SearchWeb site

developmentEmail blasts

Search Engine OptimisationWeb site optimisationMarketing Automation

eCommerceSocial & MobileMulti-channel

Analytics & ReportingAttribution

Voice of the CustomerCustomer Experience

Was:

Now is:

Page 11: Digital marketing transformation: How IT can traverse the marketing divide

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Beyond the CMO / CIO debate – some perception dynamics

Page 12: Digital marketing transformation: How IT can traverse the marketing divide

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The Language Barrier

  Marketing IT

Language Marketing Technology

Drivers Revenue Delivery Policy / Standards / Process

Approach Execute Assess

Considerations Usability IT Architecture

IT Attractiveness Wow interface and graphics Functional richness / scalability

Speed of IT Delivery Need it now Depends on priorities / workload

Measures of Success Leads and conversions Project completion / Go live

Source: Ovum

Page 13: Digital marketing transformation: How IT can traverse the marketing divide

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CIO + CMO partnershipCommunicative

CollaborativeEngaged

Mutual understanding

Joint agendaCommitted resource

Escalation proceduresService Level Agreement (SLA)

Page 14: Digital marketing transformation: How IT can traverse the marketing divide

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Digital Marketing: Best practice operations

Enterprise Data

Marketing Automation

Web SiteOptimisation

Multi-Channel Comms

Connected Customer

Page 15: Digital marketing transformation: How IT can traverse the marketing divide

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Best practice operations 1: Marketing Automation

Page 16: Digital marketing transformation: How IT can traverse the marketing divide

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Best practice operations 2: Web Site Optimisation SEO / PPC

Metadata and key words

User Experience (UX)

A/B and multi-variate testing

Behavioural targeting

Social input / recommendations

eCommerce

Web site analytics

Web Content Management & DAM

.com}

Page 17: Digital marketing transformation: How IT can traverse the marketing divide

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Best practice operations 3: Integrated Multi-Channel Communications

Email

Social media

PR / Media

Mobile

Advertising

Events

Tele-Marketing / Sales

Direct sales / Partners

Content Marketing

Inbound activity

Interaction

Scoring and nurturing

Relationship

Brand advocacy

Partnership

Channels Marketing Process

Page 18: Digital marketing transformation: How IT can traverse the marketing divide

© Copyright Ovum. All rights reserved. Ovum is an Informa business.18

Marketing is increasingly a data driven process

Demographics

Search behaviour

Web site visits

Purchases

Social activity

Hardware platform usage

Location-based data

Page 19: Digital marketing transformation: How IT can traverse the marketing divide

© Copyright Ovum. All rights reserved. Ovum is an Informa business.19

WHAT MARKETERS WANT AND NEED FROM IT

Page 20: Digital marketing transformation: How IT can traverse the marketing divide

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Marketers want cool funky IT at the end of the day . . .

Page 21: Digital marketing transformation: How IT can traverse the marketing divide

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How marketers see rules . . .

Page 22: Digital marketing transformation: How IT can traverse the marketing divide

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Best practice IT / Marketing relationships stem from systems integration, innovation, and positivity

Old fashioned DP – joined up data

Single customer view

Ability to engage and think creatively

Available and responsive to problems

Fast to implement new systems

Willingness to accept continuous change

Say “Yes” not “Yes, but . . . “

Page 23: Digital marketing transformation: How IT can traverse the marketing divide

© Copyright Ovum. All rights reserved. Ovum is an Informa business.23

Summary & Conclusions

Digital Marketing has changed – its no longer simple

CIOs and CMOs need to find a common language – and an agreed performance charter

Digital Marketing is about leveraging enterprise data using (i) marketing automation (ii) web site optimisation, and (iii) multi-channels, into connected customers

Marketers want their digital marketing solutions to be cool, funky, and breaking all the rules . . .

There’s still a role for old fashioned DP – joined up data that provides marketers with a single customer view

Page 24: Digital marketing transformation: How IT can traverse the marketing divide

© Copyright Ovum. All rights reserved. Ovum is an Informa business.24

“THANK YOU FOR LISTENING!”

ADRIAN DRURY & GERRY BROWN

PS WE HOPE YOU ENJOY THE MARKETING

AUTOMATION REPORT