'

Selecting and Implementing the Right Technology for your Brand

Понравилась презентация – покажи это...





Слайд 0

The MarTech Cocktail: Selecting & implementing the right technology for your brand London, October 2015 Theresa Regli @theresaregli tregli@realstorygroup.com www.realstorygroup.com


Слайд 1

Copyright © 2015 Real Story Group 2 www.realstorygroup.com


Слайд 2

TODAY’S AGENDA •  •  •  •  Digital Marketer’s Toolkit / Ingredients Key issues and differentiators A look at some marketplace segments The right way to select these tools…. Copyright © 2015 Real Story Group 3 www.realstorygroup.com


Слайд 3

My favorite cocktail: The Last Word Copyright © 2015 Real Story Group 4 www.realstorygroup.com


Слайд 4

Inventing cocktails is part art, part science Base Spirit Citrus Juice Sweet Liqueur Herbal Liqueur Gin Lime Maraschino Green Chartreuse Bourbon Lemon Tuaca Absinthe Brandy Lime Madiera Green Chartreuse Tequila Grapefruit Kirsch Aperol Scotch Lemon Amaretto Douglas fir eau de vie Balance, and understanding what each ingredient imparts and the role each one plays, is vital to success Copyright © 2015 Real Story Group 5 www.realstorygroup.com


Слайд 5

The Digital Marketing Cocktail Base Technology WIP Juice Sweet User Experience Add Herbal Complexity integrations CRM system DAM System HTML5 Product Information and Lifecycle Management Social Media Monitoring Targeted mobile apps Social media platforms Marketing automation Touch-screen interactions ERP WCM System Collaboration tools Copyright © 2015 Real Story Group 6 www.realstorygroup.com


Слайд 6

Agile development methods: test. Test again. Copyright © 2015 Real Story Group 7 Img src: New York Times www.realstorygroup.com


Слайд 7

Try different combinations. Employ user testing. Copyright © 2015 Real Story Group 8 Img source: New York Times www.realstorygroup.com


Слайд 8

Prepare for rollout. Disguise what’s underneath. Create a complete user experience, present it with style. Images source: seriouseats.com Copyright © 2015 Real Story Group 9 www.realstorygroup.com


Слайд 9

Designing an immersive, trans-media experience Copyright © 2015 Real Story Group 10 www.realstorygroup.com


Слайд 10

Modern Marketing: No Single Technology…. Web CMS Marketing Automation Mobile Social Engagement Social Intelligence DAM Brand Marketer’s Cocktail Profiling & Personaliz’n MRM CRM Analytics & Optimization Copyright © 2015 Real Story Group Call Centers & Kiosks 11 www.realstorygroup.com


Слайд 11

Digital Marketing Reference Models MAJOR CHANNELS Social Email Website Mobile Print TV MARKETING & SALES SERVICES CDN Speed Digital Delivery Optimization Analyze, test, and optimize E-commerce Conduct Transactions Consumer Analytics Collect and report on behavior Page Layout Develop Print materials and packaging OVP Deliver Streaming Video Mobile Middleware Custom mobile experiences Community Discussions and profiles Portals Transact business Contact Center Address customer inquiries CONTENT & ENGAGEMENT MANAGEMENT Social Engagement Marketing Automation Connect and engage in social media Manage email and social campaigns WCM DAM / MAM Manage web content and customer experience Manage images and video Enterprise Data BI Analytics PIM MDM ERP CRM ENTERPRISE DATA FOUNDATION Copyright © 2015 Real Story Group www.realstorygroup.com


Слайд 12

TODAY’S AGENDA •  •  •  •  Digital Marketer’s Toolkit / Ingredients A look at some marketplace segments Key issues and differentiators The right way to select these tools…. Copyright © 2015 Real Story Group 13 www.realstorygroup.com


Слайд 13

Digital Marketing Toolkit Marketing Automation Social Monitoring Digital & Media Asset Management Web Content & Experience Management Copyright © 2015 Real Story Group 14 www.realstorygroup.com


Слайд 14

TODAY’S AGENDA •  •  •  •  Digital Marketer’s Toolkit / Ingredients A look at some marketplace segments Key issues and differentiators The right way to select these tools…. Copyright © 2015 Real Story Group 15 www.realstorygroup.com


Слайд 15

Listening to our customers Copyright © 2015 Real Story Group 16 www.realstorygroup.com


Слайд 16

More overlapping functionality Landing Page Management Image management Lead Management MA Collateral Distribution Targeted Content Delivery Brand Marketing DAM Branded portals Campaign Management: Email Mobile Social Customer role & group management MA = marketing automation Copyright © 2015 Real Story Group Agency collaboration & customer support DAM = digital asset management 17 www.realstorygroup.com


Слайд 17

The Mythical Digital Marketing “Suite” Source: Oracle Source: IBM Source: Adobe Copyright © 2015 Real Story Group 18 www.realstorygroup.com


Слайд 18

Many Dimensions to Scale Geographies Campaigns Asset & Info Management Copyright © 2015 Real Story Group 19 Actors www.realstorygroup.com


Слайд 19

TODAY’S AGENDA •  •  •  •  Digital Marketer’s Toolkit / Ingredients Key issues and differentiators A look at some marketplace segments The right way to select these tools…. Copyright © 2015 Real Story Group 20 www.realstorygroup.com


Слайд 20

It’s all about “fit” Scenario Fit Copyright © 2015 Real Story Group 21 www.realstorygroup.com


Слайд 21

It’s all about “fit” Scenario Fit Technology Fit Copyright © 2015 Real Story Group 22 www.realstorygroup.com


Слайд 22

It’s all about “fit” Scenario Fit Technology Fit Partner Fit Copyright © 2015 Real Story Group 23 www.realstorygroup.com


Слайд 23

It’s all about “fit” Scenario Fit Technology Fit Partner Fit Value Fit Copyright © 2015 Real Story Group 24 www.realstorygroup.com


Слайд 24

Running a demo •  Make sure your team is represented •  Beware of the “canned” demos •  Demo your scenarios •  Each vendor should demo same scenarios •  Ask the tough questions –  Especially around pricing Copyright © 2015 Real Story Group 25 www.realstorygroup.com


Слайд 25

A Tale of Two Vendors Silverpop vs. ExactTarget Scenario SP ET B2B Lead Management & Nurturing 1 2 B2C Offer Management 3 1 Social Media Monitoring 0 2 Social Media Intelligence 0 1 Social Marketing Campaigns 0 1 Social Customer Support & Engagement 0 2 Mobile Marketing 1 1 Source: Real Story Group Evaluations Scale = 0 to 4 Copyright © 2015 Real Story Group 26 www.realstorygroup.com


Слайд 26

Competitive POC / Bake-Off •  •  •  •  •  •  Final 2 Real scenarios Real content Real people Real environment Negotiate fees •  Can be expensive, but what’s the cost of a failed implementation? Copyright © 2015 Real Story Group 27 www.realstorygroup.com


Слайд 27

Strategic Considerations Vendor Intangibles Vendor Professional Services Channel Partner Services Support & Community Strategy & Roadmap Viability & Stability Rating 2 1 2 3 1 Marketo Evaluation. Source: Real Story Group Scale = 0 to 4 Copyright © 2015 Real Story Group 28 www.realstorygroup.com


Слайд 28

Making cocktails is FUN ! Copyright © 2015 Real Story Group 29 www.realstorygroup.com


Слайд 29

Thank you! CHEERS! “The best audience is intelligent, well-educated and a little drunk.” -- Alben W. Barkley •  Please visit our web site: realstorygroup.com –  –  –  –  Vendor/product evaluations Analyst advisory papers Webinars One-on-one analyst advice Download a free research excerpt: www.realstorygroup.com/Sample Follow us on Twitter: @realstorygroup Copyright © 2015 Real Story Group 30 @theresaregli www.realstorygroup.com


Слайд 30


×

HTML:





Ссылка: