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© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.1
Digital marketing transformation: How IT can traverse the marketing divide
May 2013
© 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
© Copyright Ovum. All rights reserved. Ovum is an Informa business.3
INTRODUCTION TO THE CONNECTED CUSTOMER
© Copyright Ovum. All rights reserved. Ovum is an Informa business.4
Behavioural change at the speed of the technology cycle
© Copyright Ovum. All rights reserved. Ovum is an Informa business.5
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
© 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
© Copyright Ovum. All rights reserved. Ovum is an Informa business.7
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
© 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
© Copyright Ovum. All rights reserved. Ovum is an Informa business.9
DIGITAL MARKETING IS CHANGING
© 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:
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Beyond the CMO / CIO debate – some perception dynamics
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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
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CIO + CMO partnershipCommunicative
CollaborativeEngaged
Mutual understanding
Joint agendaCommitted resource
Escalation proceduresService Level Agreement (SLA)
© Copyright Ovum. All rights reserved. Ovum is an Informa business.14
Digital Marketing: Best practice operations
Enterprise Data
Marketing Automation
Web SiteOptimisation
Multi-Channel Comms
Connected Customer
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Best practice operations 1: Marketing Automation
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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}
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Best practice operations 3: Integrated Multi-Channel Communications
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
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Marketing is increasingly a data driven process
Demographics
Search behaviour
Web site visits
Purchases
Social activity
Hardware platform usage
Location-based data
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WHAT MARKETERS WANT AND NEED FROM IT
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Marketers want cool funky IT at the end of the day . . .
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How marketers see rules . . .
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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 . . . “
© 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
© 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