Itelligence 2016: The Future of Digital Marketing

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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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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 5

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


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”…


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


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


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

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

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

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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


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”


• Better personalization across different channels

• Better targeting and marketing execution

• Real-time recommendations


Omnichannel Experience

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

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TUI Travel


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

EMAIL

@

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


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


From A Systems View of Business…

Suppliers CustomersCompany


…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


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


Swiss Property — Construction as a Platform


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

@timoelliott

Thank You!Timo ElliottVP, Global innovation Evangelist

[email protected]

@timoelliott

Itelligence 2016: The Future of Digital Marketing

Technology

Transcript of Itelligence 2016: The Future of Digital Marketing