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.

1. © 2014 IO Integration, Inc. All rights reserved.
Content Marketing Hubs and Brand Love
How GoPro and BMW create killer customer brand experiences

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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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Everyone wants customers that
YOUR
BRAND!

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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

6. 66
Technology is driving new conversations . . .
…with consumers
across every
media platform

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Marketing content and data will continue to grow
TB/yr
2013 2014 2018

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And it is being consumed constantly across many channels
8
70 minutes | web browsing
127minutes | mobile applications
168minutes | television

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Mission
Tactics
Measurement
Customer
Intelligence
THEN: BRAND DRIVEN NOW: CONSUMER DRIVEN
• Represent the brand
• Finding customer
• Push
• Mass Advertising
• Demographic
• Generalized content
• Point in time blasts
• Few isolated channels
• Waterfall method
• Advertising
• 3rd party table
• Intuitive decision making
• Excitement, buzz
• Represent the consumer
• Find the consumer
• Pull
• 1:1 targeting
• Behavioral
• Personalized content
• Continuous relationship
• Exploding integration channels
• Agile method
• Storybuilding, content re-use
• Owned big data
• Fact based decision making
• Engagement, revenue
Customers are the brand owners

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TRADITIONAL DIGITAL
OMNI
CHANNEL
EXPERIENCE
Enter omni-channel customer experience management (CXM)
Can you predict which content will be the most popular, generate and influence more revenue?

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Enterprise Communications Strategy: it’s all about YOU
ERP / Business
Software
CRM
Software
Communications
Software
Customer

12. 12© 2015 IO Integration,Inc.All rights reserved.
Personalization is the key

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Personalization is NOT…
Consuming Content
is like playing a losing Tetris battle.

14. 14© 2015 IO Integration,Inc.All rights reserved.
Why you can’t ignore Personalized Customer Experience
Infotainment dilemma: Your customers now control when and where they engage with your brand,
so if you aren’t there and engaging, they‘ll simply go elsewhere.
ENGAGE
CUSTOMERS

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Experiences Create More Happiness than Material Goods

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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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These companies have amazing customer
experiences, so customers...
THE
BRAND!

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Sharks Hockey

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My Starbucks Idea

20. 20

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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 = $$$

22. © 2014 IO Integration, Inc. All rights reserved.
Rise of the In-HouseAgency
From 2008 to 2013, use of in-house agencies has
increased to 58% in 2013 from 42% in 2008 (Assoc.
National Advertisers) and companies like Apple and
Google are fueling the creative team come-back by
doing more in-house instead of with an “agency of
record” (Forbes) because:
• Economics—marketers need to do more with less
• Digital, social, and mobile media require
unprecedented speed and agility
• Brands want to own the customer experience

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Think about all the channels you facilitate and leverage
Your
Brand

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Content strategy and technology needs to be integrated

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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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The Best Content Strategy: Building 1:1 Consumer Relationships
29
1:1

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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!

35. 35© 2015 IO Integration,Inc.All rights reserved.
Cut the Chaos, Get a Hub, Bub!

36. 36© 2015 IO Integration,Inc.All rights reserved.
How do you build a Content Marketing Hub?
36

37. 37© 2015 IO Integration,Inc.All rights reserved.
Count on change management
37

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THE CREATIVE PROCESS

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CREATIVE WORKFLOW

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Marketing Technology Landscape
~100 ~350 ~950
2011 2012 2014
Info source:Scott Brinker JANUARY7,2014

41. 41© 2015 IO Integration,Inc.All rights reserved.
Best-of-Breed vs. End-to-End Solutions

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Content Marketing Technology Vision

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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

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And your customers will really . . .
YOUR
BRAND!

47. 47© 2015 IO Integration,Inc.All rights reserved.
Questions?
?

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Thank you!
Contextual Content
A more powerful experience
built on knowledge and insights