Digital Copenhagen: Evangelism and The Future of Marketing

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Evangelism and The Future of Digital MarketingTimo 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“)

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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 3

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 Job of Marketing

• Optimize The Customer Journey

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Digital Marketing and The Customer Experience

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New Technology = Business Opportunity

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Digital Marketing

“Like A Girl”

“Real Beauty”

“Stratos”

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The $30M Tweet

Eighty-four million impressions from a Twitter exchange (and counting!)

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80% of CEOs think they deliver a superior customer experience

Source: The New Yorker— but only 8% of customers agree.

This Is The Real Opportunity

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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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73% of people surveyed wouldn’t care if the brandsthey use disappeared from their life.

Source: Co.Exist

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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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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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Instagram: 30 million users. $1Bn valuation.

ZERO marketing staff

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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 Job 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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We ALL Want Luxury Service


A Seamless Experience

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Use Design Thinking to Rethink What You Sell

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Payment & Analytics

Transaction

Discover & Search

SAP Vehicles Network


CenterPoint Energy

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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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2. Optimize The Customer Journey

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34

RESEARCH

TRACKORDER

SHOP &BUY

RECEIVEPACKAGE

MISSINGITEM

POSTREVIEW

SETUPPHONE

BILLINGISSUE

MAKEPAYMENT

PHONEDAMAGE

TERMINATESERVICE

JOINGROUPS

NETWORKISSUE

CHANGEADDRESS

RESTARTSERVICE

RECEIVEOFFER

REFERFRIENDS

WEB

PRINT

DIGITAL ADS

WORD OFMOUTH

SOCIAL

TV

RETAILSTORE

WEBSHOP

REVIEWS

SEARCHKW/ADS

CONTACTCENTER

WEBSHOP

EMAIL

SOCIAL

RETAILSTORE

WEBSHOP

CONTACTCENTER

CONTACTCENTER

RETAILSTORE

CONTACTCENTER

CONTACTCENTERSOCIAL

WORD OFMOUTH

SOCIAL

EMAIL

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

35

Every Journey is UniqueAnd every point of engagement matters


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


Omnichannel Experience

8 million members of Nespresso club200,000 orders per day20 different languages200 Nespresso stores

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Blue Penguin Candy Bar Swirl

$4.99

Beyond CRM: “Tweet to Receipt”

Vending Machine Exceeded Temperature

Business to Consumer Business to Business


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

[email protected]

@timoelliott

Digital Copenhagen: Evangelism and The Future of Marketing

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