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Technology has changed the consumer-brand relationship forever. Brands no longer choose their consumers. Consumers choose them. They no longer differentiate between the channels brands use to speak to them. Technology has forever blurred marketing, commerce, and customer service. This presentation will explore this changing dynamic in consumer-brand interaction, the implications it has on how organizations market to, sell to and service their customers and the tools they need to find, engage and, quite frankly, keep up with today's always on, on-the-go, connected and fleeting consumer. Dan Barnicle, VP, Content Management & Collaboration, SapientNitro
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© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
SapientNitro
SM
Multi-channel and the convergence of marketing, commerce and customer service
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
THAT TECHNOLOGY AFFECTS THE CONSUMER-BRAND RELATIONSHIP
IS NOTHING NEW…
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
ONLY 4 OUT OF 100 AMERICANS UNDER THE AGE OF 50 CAN REMEMBER THE
NAME OF SOMEONE AT THEIR BANK
Where is the love?
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
THE ATM CHANGED EVERYTHING...
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
THAT TECHNOLOGY AFFECTS THE CONSUMER-BRAND RELATIONSHIP
IS NOTHING NEW…
…but now it’s changing the consumer fasting then the brands can keep up
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
THE LOCUS OF CONTROL HAS SHIFTED FROM THE BRAND TO THE
CONSUMER…
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MASS MARKETING, circa 1950s
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MASS MARKETING, circa 1950s
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MERCHANDISING & COMMERCE, circa 1950s
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MERCHANDISING & COMMERCE, circa 1950s
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CONSIDER THIS…
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IMAGINE…
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© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
© COPYRIGHT 2010 SAPIENT CORPORATION
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
What use to be this….
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Is now this
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL Internet map, opte.org
TECHNOLOGY
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© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
BRAND
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BRAND MOMENTS
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The challenge for brands is to create technologically enabled, compelling that culminate in lasting, CONSUMER-BRAND RELATIONSHIPS.
MOMENTS
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WHY DON’T WE SEE (MORE)
EXAMPLES LIKE THIS, YET?
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MOST COMPANIES ARE STILL ORGANIZED IN AN ‘UPDATED’
VERSION OF THE 1950’s
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
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
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© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
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
© COPYRIGHT 2010 SAPIENT CORPORATION
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© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
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SO, WHAT TOOLS DOES THE CUSTOMER ENGAGEMENT
DEPARTMENT NEED?
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
MULTI-CHANNEL CONTENT DELIVERY
CHANNEL/DEVICE-SPECIFIC PRESENTATION MANAGEMENT
CHANNEL-AGNOSTIC CONTENT MANAGEMENT
CONTEXT-AWARENESS AND CONTENT-TARGETING
MARKETING CAMPAIGN MANAGEMENT
CREATIVE WORKFLOW TOOLS
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
CROSS-CHANNEL EXPERIENCE MANAGEMENT, ANALYTICS & OPTIMIZATION
CONTEXT-AWARENESS AND CONTENT TARGETING
CUSTOMER DATA & IDENTITY MANAGEMENT
MERCHANDISING MANAGEMENT
COMMERCE/TRANSACTIONAL SYSTEM INTEGRATION
AD-SYSTEM INTEGRATION
46 © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
Thank You
