Post on 11-Jan-2017
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Evangelism & The Future of Digital Marketing
Timo ElliottGlobal Innovation Evangelist, SAP
@timoelliott
What Is An Evangelist?
The Greek word
εὐαγγέλιον (latinized to Evangelium) originally meant a reward given to the messenger for good news
εὔ = "good”ἀγγέλλω = "I bring a message“
AKA “advocate” or “champion”
73% of people surveyed wouldn’t care if the brandsthey use disappeared from their life.
Source: Co.Exist
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New Technology = Business Opportunity
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The World Changed. Did Your Marketing?
DIGITAL TRANSFORMATION
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Topics
Digital Marketing and The Customer Experience
What To Do About It:
• Reimagine The Role of Marketing
• Optimize The Customer Journey
• New Ways of Creating Value
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Digital Marketing and The Customer Experience
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Digital Marketing
“Assemble”: 10M views
“Real Beauty”: 66M views
“Stratos”: 40M views
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Viral Social Media
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There’s A Real Opportunity!
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But Consumer don’t agree…Only 31% experience consistent cross-channel experiences
Marketers rate themselves high in delivering consistent experiences across channels66% rate themselves “Very Good” or “Excellent”
Web, Email, Social, Mobile, Advertising…Marketers bombard customers with irrelevant messages. Not targeted, not relevant.
ENOUGH ISENOUGH.
“That’s Just Marketing”…
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Power to the People
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Millennials trust strangers over family and friends. They lean on User-Generated Experiences for purchase decisions.
Source: Brian Solis’ Future of Business, 2013
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Only 1% of Millenials said that a compelling advertisement would make them trust a brand more.
Source: Elite Daily
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Brand (Still) Exist Only in Consumers’ Brains
Marketing
Experience
Peers
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Product Experience Is The New Marketing
Old Marketing:
1. Think up campaign
2. Push it at people
3. Gather leads
4. Think up new campaign
New Marketing:
1. Build great product
2. Customers tell friends
3. Build community
4. Use community to build even better product
Now more than ever, your product IS your marketing
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Back to the Origins of Marketing
“Marketing and innovation produce results; all the rest are costs.
Marketing is the distinguishing, unique function of the business.”
Peter Drucker, 1954
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Would a cool tweet help?!
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This Doesn’t Help Much, Either…
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“Customer experience is the last source of sustainable differentiation and the new competitive battleground”
- Gartner
“We need to spend less time telling people how great we
are, and more time
being great”
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1. Reimagine The Role of Marketing
“100% of tech CMOs are attempting toredesign their marketing organization”
- IDC
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Work on Your Digital Core
Customer Experience
Omni-Channel
Workforce Engagement
Assets & Internet of Things
Supplier Collaboration
Business Networks
Digital Core
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By 2020, information will be used to
reinvent, digitalize, or
eliminate 80%of business processes and products
from a decade earlier.
From The Back Office To The Business Models of Future
”
“
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Catching Medical Problems Before They Become Crises
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Connected Care Systems For Diabetes
Roche Diagnostics
Roche Diagnostics uses the SAP HANA Cloud Platform and an app designed by SAP for its personalized, preventative medicine solution for diabetes sufferers
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2. Optimize The Customer Journey
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RESEARCH
TRACKORDER
SHOP &BUY
RECEIVEPACKAGE
MISSINGITEM
POSTREVIEW
SETUPPHONE
BILLINGISSUE
MAKEPAYMENT
PHONEDAMAGE
TERMINATESERVICE
JOINGROUPS
NETWORKISSUE
CHANGEADDRESS
RESTARTSERVICE
RECEIVEOFFER
REFERFRIENDS
WEB
DIGITAL ADS
WORD OFMOUTH
SOCIAL
TV
RETAILSTORE
WEBSHOP
REVIEWS
SEARCHKW/ADS
CONTACTCENTER
WEBSHOP
SOCIAL
RETAILSTORE
WEBSHOP
CONTACTCENTER
CONTACTCENTER
RETAILSTORE
CONTACTCENTER
CONTACTCENTERSOCIAL
WORD OFMOUTH
SOCIAL
SUPPORTPORTAL
?
SUPPORTPORTAL
?
BRANDEDCOMMUNITY
?
CustomersNow Script Their Own Journey
RESEARCH
RECEIVEOFFER
SHOP &BUY
DISCOVERNEED
TRACKORDER
RECEIVEPACKAGE
MISSINGITEM
SETUPPHONE
POSTREVIEW
JOINGROUPS
NETWORKISSUE
BILLINGISSUE
TERMINATESERVICE
PHONEDAMAGE
MAKEPAYMENT
CHANGEADDRESS
RECEIVEOFFER
RESTARTSERVICE
REFERFRIENDS
34
Every Journey is UniqueAnd every point of engagement matters
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CUSTOMER RECORD
Departmental / Channel Silos
SERVICE
SALES
MARKETING
COMMERCE
‘Multi’-channel CRM Suites
CUSTOMER RECORD
SALES &SERVICE
MARKETING
COMMERCE
Omni-channel Engagement Platform
CONTEXTUAL MARKETING &SERVICE
SALES &COMMERCE
CUSTOMER INTELLIGENCE
PHYSICAL &DIGITAL EXPERIENCE
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Running Gone Digital“The fitness brands of the future will not just make physical products, but will be embedded in the consumer journey in ways that will help keep people motivated and maximize their enjoyment of sport.
By putting together a digital fitness platform and world class physical products, we can build a new kind of fitness brand”
37© 2015 SAP SE or an SAP affiliate company. All rights reserved.
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• Better personalization across different channels
• Better targeting and marketing execution
• Real-time recommendations
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Omnichannel Experience
8 million members of Nespresso club200,000 orders per day20 different languages200 Nespresso stores
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TUI Travel
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WEB CONTACTCENTER
DIGITALGOODS
MOBILE SMS/NOTI-FICATIONS
EXPERIENCE MANAGEMENT
PLATFORM, INFRASTRUCTURE, INTEGRATION
DATA & PROCESS MANAGEMENT
COMMERCE MARKETING SERVICE SALES
AGENT TOOLSIN STORE/BRANC
H
SOCIALMEDIA
MARKET-PLACES
@
PRINTINGDIGITALADVERTISING
SEARCHKW/ADS
IOT
SAP Customer Experience Solutions
BILLING
Hybris Profile
Google PlusIdentity Customer
Master Data
Browser Identity
Twitter Identity
Category Affinity
Brand Affinity
Product and Category Views
Web Session
Location
Product and Category Views
Web Session is similar to
WHAT THEYHAVE DONE
WHAT THEYMAY DO
WHAT THEYARE DOING NOW
REAL-TIMECONTEXTUALIZATION PRESENTATION
OF RELEVANTCONTENT
THE CUSTOMER
TOUCHPOINTS
Context and the Customer Journey
Customer Empathy
Listen
Interpret
Respond(inbound)
SAP Hybris CXFront office applications
Clienteling etc
Campaign(outbound)
SAP Hybris Marketing
TOUCHPOINTS
IOT
PROFILE
Intent Sentiment
UrgencyDesire
Profile keeps in step with every contact, visitor and customer on every channel.
Continuously, in real time
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SAP Cloud for SalesSell Smarter
Account Management & Intelligence
Opportunity Management & Insight
Collaboration & Social Productivity & Personalization Real-Time Analytics Mobility Groupware Integration Integration Platform
3. New Ways of Creating Value@timoelliott
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From A Systems View of Business…
Suppliers CustomersCompany
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…To A Platform View of Business
Ecosystem
CompanyResources
A platform provides the business with a foundation where resources can come together to create value
42% of Millenials are interested in helping companies develop future products and services.
Source: Elite Daily
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Co-Creation
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Use Design Thinking to Rethink What You Sell
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Payment & Analytics
Transaction
Discover & Search
SAP Vehicles Network
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Shared Model Database
Global Equipment Registry
SAP Asset Network
Business PartnerNetwork Services Applications
Service Bulletins, Recalls & WarrantyService Bulletins
& RecallsPerformance & Usage based
Design Enhancements
Quality, Inspection & Calibration
Results Sharing
MRO VisualSpare Parts content
Visual Work Instructions& Task Lists
Visual install base
Analyse Install base performance
Business Context for Predictive Maintenance
Collaborative work execution & results sharing
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Swiss Property — Construction as a Platform
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Three Takeaways
• It’s not about viral videos and cool content — it’s about great customer experiences
• You have to own the end-to-end customer journey
• It’s about acting, not just analyzing
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Thank You!Timo ElliottVP, Global innovation Evangelist
Timo.Elliott@sap.com
@timoelliott