Learn how successful marketing teams and campaigns – both in terms of
efficiency and impact – can be integrated and delivered via multiple channels and media types. Building successful, integrated, and scalable marketing campaigns requires that people, resources, and (sometimes) entire companies collaborate to achieve key business goals. Session topics include: • Understand the integrated market challenge and the digital marketing talent gap • Utilize multiple channels and business functions to expand campaign reach • Build cross-functional teams and foster a culture of digital excellence • Enable cross-functional teams to work towards common digital marketing goals • Successfully deliver your key messages through a variety of channels

1. The leading industry event by digital marketers for digital marketers
powered by BRIGHTEDGE
Scaling Integrated Marketing Efforts
Perspectives and Best Practices on Driving Content Efficiencies Efficiently
Alok Jain, CMO, eZdia
Deepak Goyal, CTO, eZdia
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Speaker
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#contentmatters #ezdia

2. @brightedge #share15
In This Talk
• Integrated Marketing and its Complexities
• The Value Chain of Integrated Marketing and Its
Inefficiencies
• Content for Integrated Marketing - a Billion Dollar Problem
• Solutions to Drive Agility and Scale in Content
– Automation
– Workforce Management
– Collaboration
– Responsiveness
• Key Takeaways
#contentmatters #ezdia

3. @brightedge #share15
Decoding Integrated Marketing
“Application of consistent
brand messaging across both
traditional and nontraditional
marketing channels using
different promotional methods
of reinforcing each other.”
#contentmatters #ezdia

4. @brightedge #share15
Integrated Marketing is Complex
Complex Process, Components and Tools
#contentmatters #ezdia

5. @brightedge #share15
Integrated Marketing Team Collaboration is Complex
A Large Web of Stakeholders Outside and
Inside Marketing
● In 2014 69% of CMOs recognize the need to
align with IT (56% in 2012) vs. 83% of
CIOs/CTOs (77% in 2012)
● 42% of marketers agree that ‘technology is
siloed and too difficult to use’
● Who controls Marketing IT budget? 32% says
CIO/CTO, 22% says CMO and 46% say
50:50%
(based on the Accenture Interactive 2014 CMO-CIO Alignment survey
of over 1,100 senior marketing and IT executives)
#contentmatters #ezdia

6. @brightedge #share15
Integrated Marketing Systems are Complex
Device Fragmentation and Proliferation with Several Form Factors and OS’s
#contentmatters #ezdia

7. @brightedge #share15
Changing Components of IM are Complex
Source: Deloitte 2015 CMO Report, Bridging the Digital Divide
#contentmatters #ezdia

8. @brightedge #share15
But Integrated Marketing is The Need of the Hour
And on the Rise!
#contentmatters #ezdia

9. @brightedge #share15
The Integrated Marketing Ecosystem
#contentmatters #ezdia

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Content is THE Fabric of Marketing’s Value Chain
Content Creation - Both an Art and a Science
Several
Disparate
Elements
Need to
Unify
#contentmatters #ezdia

11. @brightedge #share15
Content Creation for IM - A Billion Dollar Problem
Credits: Gleanster Paper The $958M, Marketing Problem: Quantifying the cost of inefficiency in
your content production processes
#contentmatters #ezdia

12. @brightedge #share15
Content Creation for IM - A Billion Dollar Problem
#contentmatters #ezdia
Credits: Gleanster Paper The $958M, Marketing Problem: Quantifying the cost of inefficiency in
your content production processes

13. @brightedge #share15
Content Creation for IM - A Billion Dollar Problem
#contentmatters #ezdia

14. @brightedge #share15
Scale and Agility Can Solve this Problem
#contentmatters #ezdia
Credits: Gleanster Paper The $958M, Marketing Problem: Quantifying the cost of inefficiency in
your content production processes

15. @brightedge #share15
Technology Drives Agility and Scale Across the
Value Chain of Content
• Combine the power of automation and human creativity
• Build feedback mechanisms through smart tools
• Design content intelligence processes
#contentmatters #ezdia

16. @brightedge #share15
Hybrid Approach to Content Creation
• Scout the forums and support
desks
• Leverage tools like Google
Suggest and use creativity to
scale
• Use tools like BrightEdge
IDEA
GENERATION
#contentmatters #ezdia

17. @brightedge #share15
Case in Point
suggest.py
#contentmatters #ezdia

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Case in Point

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Same script for JavaScript Lovers
#contentmatters #ezdia

20. @brightedge #share15
The BrightEdge Power
#contentmatters #ezdia

21. @brightedge #share15
Hybrid Approach to Content Creation
• combination of machine and
human to generate content at
scale
• Configure custom attributes to
see different flavors of content
across form factors
• Lower the cost of content
production through repeatable
processes
CONTENT
CREATION
#contentmatters #ezdia

22. @brightedge #share15 #contentmatters #ezdia
Case in Point

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Hybrid Approach to Content Creation
• Make non-predictable,
workforce models
predictable
• Enable project managers
to deliver on time
• Build the intelligence to
validate the quality of
work
MANAGED CROWD
SOLUTION
#contentmatters #ezdia

24. @brightedge #share15 #contentmatters #ezdia
Case in Point

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BREAKTHROUGH
#contentmatters #ezdia

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Hybrid Approach to Content Creation
• Use of homegrown creative
briefs for unified
messaging strategies
• Customized content real
time to meet different types
of content needs
COLLABORATIVE
TOOLS
#contentmatters #ezdia

27. @brightedge #share15 #contentmatters #ezdia
Case in Point

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Hybrid Approach to Content Creation
• Avoid internal fragmentations
and silos that delay approval
processes
• Device smart processes that
content can flow through
smoothly
• Customize content real time
based on creative brief
benchmarks for multi channel
consumption
WORKFLOW
SOLUTIONS
#contentmatters #ezdia

29. @brightedge #share15 #contentmatters #ezdia
Case in Point

30. @brightedge #share15
Hybrid Approach to Content Creation
• Provide content creator the
ability to see content in
different formats
• Let content support different
channels and methods of
delivery
• Create responsiveness to the
fragmented form factors, OS’s
and devices
RESPONSIVE
SOLUTIONS
#contentmatters #ezdia

31. @brightedge #share15
Create Responsive Content Easily
Consistency Across All Form Factors and Devices
#contentmatters #ezdia

32. Practical Takeaways
@brightedge #share15
- Leverage your eco system and listen to your customer.
- Collaboration is key. Use the right tool to bring alignment
(External and internal work force.)
- Use automation for scalability and crowd for
creativity@scale.
- Address multichannel/multidevice content creation part of
your process.
- Make sure you have minimal gap between “Creation to
consumption”
- And of course be agile and integrated
#contentmatters #ezdia