Presented at Henry Stewart New York Digital Asset Management Conference 2015. See how top brands are transforming their marketing through personalized, real-time, data-driven communications that reach customers at exactly the right moments. Using the latest technologies to create a Content Marketing Hub, GoPro, BMW, top retailers have optimized their content marketing supply chains to curate and deliver real-time, high-impact content based on individual customer behaviors. They’ve seen big gains in brand recognition, customer loyalty, and sales — and your company can, too. Use your DAM to build relationships that win markets, not just another campaign! Learn how you can:
- Build a cutting-edge content acquisition platform for owned, gained, and real-time media — just like marketing wunderkind GoPro.
- Create a content marketing exchange that simplifies the production and delivery of personalized brand communications — just like luxury brand leader BMW.
2. 2
Presenter: Jill Talvensaari
Bio: VP Marketing & Customer Engagement, IO Integration
Previous: Product Marketing executive at technology start-
ups and enterprises alike including: Akeena Solar, Adobe,
Microsoft, Equifax, Paralon, Verisign, Digital River, Moxie
Education: MBA International Marketing, Seattle University;
BA in Quantitative Economics and Decision Systems, BS in
Cognitive Science, UC San Diego
(Secret Sauce: marketing ninja whose superpower is
connecting ideas, people, and technology to achieve
awesome)
Contact: jill@iointegration.com @ioi_inc
3. IO Integrationis a leading global
marketingtechnologyservices
provider that helpsbrands optimize
marketingperformanceby
empoweringthem to deliver
exceptional personalexperiences to
every customerat every touchpoint,
in every market worldwide.
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WHAT USED TO BE THIS
Mass publication of content pushed
to the consumer without knowing
the consumer or the context
HAS NO BECOME THIS
Content marketing is changing rapidly. . . through technology
HAS NOW BECOME THIS
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Customer Experience Management (CXM) by the numbers
Marketers believe CXM is
most exciting opportunity
But that thefocus on omni-channel
campaign management and
personalization will supersedeCXM in
thenext 5 years..
76%
66%
Marketing has changed more
in the last 2 years than
previous five decades
Technology drives marketing.
Customer focused experiential
marketing requires an obsession with
data, deep understanding ofthebrand
and storylines
20% Believe that their c-suite has
stomach for adaptive,
experiential marketing
Agilemarketing requires abusiness
culturethat embraces
experimentation and allows failure.
80% Of marketers agree that the
role of content will grow
while push media
effectiveness dies
Right moment,right channel,location-
based 1:1 marketing is here to stay
*AdobeQuarterly Digital Intelligence
Briefing
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Customer
Takes Action
Experience
The know brand wow
Amplify
Across mediachannels
Influence
Others behavior, opinions
Extend
Reach and marketshare
Relevance
EngagementAwareness
Revenue
CUSTOMER
TIME
How do you get customer experiences that increase sales?
CONTENT MARKETING STRATEGY BUILDS ON 4 PILLARS
CXM STRATEGY = $$$
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Content Marketing Technology Success
25
Starts with great
storytelling to the right
person, the right way.
Technology delivers the
message in the moment.
Message received.
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Apps
CRMs
Marketing
Media Channels
Events & Promotions
Social Media
Magazines
Web2Print
Intranets
Websites
Blogs
Data & Information Branded content
consumer brand value
Experiment to maximize value of Content Communications
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And you are able to optimize performance across channels
Agile
Marketing
Strategies
Website
Webshop
Social Media
Public Relations
Advertising
Promotions
Point of Sale
Media
Dealers
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Connecting the Content Strategy to the Consumer Story
MEASUREMENT
ContentStrategy
• Media
• Analytics
• Research
• CRM
• Ingestion
• Profiles
“What works and why”
“Tactics, timing,positioning”
ContentTechnology
• Creation
• Production
• Delivery
• Platforms
• Meta-data
• Integration
“How it gets executed”
“Scalability,relevance, speed”
Constomer Experience
• Engagement
• Relevance
• Purchasing
• Interaction
• Influence
• Amplification
“Brand storytelling,personalization”
“Message, interact,share”
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Brand Promotion
• International Sales Literature
• Modules
• Digital Asset Management
• Translation Management
• Localization Management
• Workflow and Process Management
• Content Management
• Users
• > 600
BMW, Germany
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Brand Communications
Worldwide Marketing Communications
Modules
• Digital AssetManagement
• TranslationManagement
• LocalizationManagement
• Workflowand Process Management
• ContentManagement
Users
• > 300
Dyson, UK
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Brand Personalization
Localized Marketing, Tabs in 14 Regions
Personalized 1:1 Offers (150% inc. conversion)
Brand Ecosystem for Partners, Distributors
Centralized Marketing Technology Stack
Modules
• Digital Asset andLocalizationManagement
• Workflowand Process Management
• ContentManagement
Users
• > 1000
Retail
Top Retailer, USA
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Brand Experience
Content Acquisition and Web Experience
Video and Photo of the Day
Modules
• Digital Asset Management
• Translation Management
• Workflow and Process Management
• Content Management
Users
• > 100
GoPro, USA
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These companies have content marketing technology and
personalization, so customers...
THE
BRAND!
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BEST PRACTICES
• Centralize all media content for single point of truth for multi-
channel publishing – online, offline, social, mobile, video
• Integrate mktg ops/ERP/CRM/ecommerce
• Focus on usability and seamless web and mobile experience
• Listen and analyze content interactions, optimize
• Deliver relevant, engaging and interactive content
Media Asset
Management
Publishing /
Creative
All Channels
OfflineOnline
Consumer Experience
Enabled by using smart people and smarter technology
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BUT REMEMBER
Clean your house first.
Analyze and enhance your
metadata, workflows, and
integrations to support a Digital
Content ecosystem.
Don’t recreate broken, manual or
non-Digital processes.
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CXM Strategy: Keys to success
ID
Know what success looks like
before you start
KISS
Keep it simple and stupid
RINSE, REPEAT
Measure performance,
recalibrate, try new things