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WEBINAR: Marketing 5.0: 10 Steps to Delivering Compelling Experiences, hosted by @nFusion

Today we’re seeing the "Amazonification" of the consumer. Consumers expect brands to deliver relevant, personalized content at each touch point, regardless of time of day, device or location.

Yet marketers have an uphill battle, trying to wire their organizations and systems to deliver on the promise of marketing cloud platforms.

For marketers the risk of delivering stale customer experiences is costly: 94% of customers have discontinued communication with a company because of irrelevant messages (source: Blue Research).

In this webinar nFusion's CEO John Ellett provides a tour of five eras of technology's impact on marketing and outlines 10 steps to deliver engaging, personalized experiences across digital touch points.

Watch this webinar to learn about:

- The five eras of technology's impact on marketing
- A three-part framework for solving the personalization challenge
- 10 steps to deliver personalized, omni-channel experiences

Presenter:
John Ellett, nFusion's CEO, has interviewed and collaborated with hundreds of marketing execs as part of his book "The CMO Manifesto," his column on the Forbes CMO Network, the Cojones Awards and client projects.

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WEBINAR: Marketing 5.0: 10 Steps to Delivering Compelling Experiences, hosted by @nFusion

  1. 1. WEBINAR: MARKETING 5.0: 10 STEPS TO DELIVERING COMPELLING EXPERIENCES John Ellett, CEO nFusion OCTOBER 22, 2014 Webinar Audio: Toll: +1 (470) 200-0302 Access Code: 769-951-325 Contact: dkern@nFusion.com Post-Event Slides: http://info.nFusion.com/webinar-marketing5 © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
  2. 2. MY THREE HATS 2 Author Blog Contributor CEO The CMO Manifesto Marketing 5.0 – Coming Soon Forbes nFusion A Digital Agency @nFusion
  3. 3. AGENDA 1. Brief history of marketing technology 2. Marketing 5.0 3. Implications for marketers and technologists 4. 10 steps to get there 3 © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. @nFusion
  4. 4. Printing Press 4 MARKETING 1.0 © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. @nFusion
  5. 5. A BRIEF HISTORY OF MARKETING TECHNOLOGY 5 © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. MARKETING DATA • Name • Address • Phone Number • Customer ID • Purchase History MAGAZINE/ NEWSPAPER DIRECT MAIL/ CATALOG @nFusion
  6. 6. John Cameron Swayze, NBC’s “Camel News Caravan” 1955 TV/Radio 6 MARKETING 2.0 © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. @nFusion
  7. 7. A BRIEF HISTORY OF MARKETING TECHNOLOGY 7 © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. MARKETING DATA • Name • Address • Phone Number • Customer ID • Purchase History MAGAZINE/ NEWSPAPER RADIO TV DIRECT MAIL/ CATALOG @nFusion
  8. 8. PC/Internet 8 MARKETING 3.0 © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
  9. 9. A BRIEF HISTORY OF MARKETING TECHNOLOGY 9 © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. MARKETING DATA • Name • Address • Phone Number • Customer ID • Purchase History • IP Address • Tags • Site Behavior • Search Behavior • Email Address • Email Behavior MAGAZINE/ NEWSPAPER SEARCH RADIO BRAND WEBSITES EMAIL TV DIRECT MAIL/ CATALOG THIRD PARTY WEBSITES @nFusion
  10. 10. Social/Mobile 10 MARKETING 4.0 © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. @nFusion
  11. 11. A BRIEF HISTORY OF MARKETING TECHNOLOGY 11 MARKETING DATA • Name • Address • Phone Number • Customer ID • Purchase History • IP Address • Tags • Site Behavior • Search Behavior • Email Address • Email Behavior • Location • Mobile Number • Mobile Site Cookie • Social ID • Social Behavior • Brand Affiliation SOCIAL NETWORKING © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. MAGAZINE/ RATINGS/ NEWSPAPER REVIEWS SITES SEARCH RADIO BRAND WEBSITES EMAIL MOBILE APPS TV MOBILE WEB DIRECT MAIL/ CATALOG THIRD PARTY WEBSITES
  12. 12. MARKETING 5.0 Winning in the Age of Personalized Omni-channel Experiences 12
  13. 13. CUSTOMERS EXPECT PERSONALIZATION © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 13 78% of customers don’t receive consistent experience across channels. — Accenture 94% of customers have discontinued communication with a company because of irrelevant messages. — Blue Research @nFusion
  14. 14. DATA CHAINED TO CHANNEL (& DEPARTMENT) = FRAGMENTATION 14 Source: Oracle Marketing Cloud Conference @nFusion
  15. 15. OMNI-CHANNEL EXPERIENCES REQUIRE SYNCHRONIZED DATA 15 Source: Oracle Marketing Cloud Conference @nFusion
  16. 16. ARMS RACE TO SOLVE THE PROBLEM 16 Source: Forrester
  17. 17. CONSTRUCT FOR SOLVING THE CHALLENGE 17 Presentation layer: User experience and content Marketing engineering layer: CDJ maps, go-to-market plans and orchestration, Omni-channel mgt. Infrastructure layer: Applications and data © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
  18. 18. 10 STEPS TO MARKETING 5.0 18
  19. 19. STEP 1 Become a customer-centered organization 19 Source: Satmetrix Systems, Inc.
  20. 20. STEP 2 Develop segments and personas 20 Jane: Decision Maker Personas: CEO, CFO 1HULPZ[OLÄUHUJPHSNH[LRLLWLYVM[OLIZPULZZ TVJVU]PUJL1HUL[VWYJOHZLZVTL[OPUNULw, theYLULLKZ[VILHZVSPKJHZLMVYWVZP[P]LYL[Yn VU[OLPU]LZ[TLU[1HULSPZ[LUZ[V)PSSI[L_WLJ[Z HJSLHYIZPULZZJHZLMVYMUKZ[VILZWLU[ Value desired:9L[YUVUPU]LZ[TLU[
  21. 21. STEP 3 Map the customer decision journey 21 Attract Engage Identifies issue and requires a solution Researches solution and discovers possibilities Nurture Convert Interest Threshold The lead becomes interested enough to become a prospect. Understands product offerings and value to business Finds alignment to solution expectations Conversion The prospect moves from the consideration phase to a subscribed customer. Builds business case for product purchase Train Expand Retain Upsell Agrees to purchase and signs up for an account Utilizes products Realizes product business impact Searches for more solutions Knowledge Threshold The user realizes the value of the product offerings within his business. Receives training Becomes a product expert Milestone Awareness of products and what their intended purposes are. Milestone Complete understanding of product offerings and realization of possible positive ROI after purchase. Milestone Successful integration and use of products within business process. Realized value of product integration and positive outcome.
  22. 22. STEP 4 Define cross-discipline planning model 22
  23. 23. STEP 5 23 Envision what is possible and determine data needed
  24. 24. STEP 6 Resource for infrastructure and experience building 24
  25. 25. STEP 7 Implement key applications and data management infrastructure 25 Source: Oracle Marketing Cloud Conference
  26. 26. STEP 8 Build/manage personalized Omni-channel experiences 26
  27. 27. STEP 9 Create cross-discipline analytics framework 27
  28. 28. STEP 10 Align organization on data-driven engagement policies 28
  29. 29. 10 STEPS YOU SHOULD TAKE NOW © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 29
  30. 30. 30 QA
  31. 31. 31 THANKS! STAY IN TOUCH jellett@nfusion.com @jellett @nFusion www.nFusion.com SLIDES + REPLAY http://info.nFusion.com/webinar-marketing5

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Today we’re seeing the "Amazonification" of the consumer. Consumers expect brands to deliver relevant, personalized content at each touch point, regardless of time of day, device or location. Yet marketers have an uphill battle, trying to wire their organizations and systems to deliver on the promise of marketing cloud platforms. For marketers the risk of delivering stale customer experiences is costly: 94% of customers have discontinued communication with a company because of irrelevant messages (source: Blue Research). In this webinar nFusion's CEO John Ellett provides a tour of five eras of technology's impact on marketing and outlines 10 steps to deliver engaging, personalized experiences across digital touch points. Watch this webinar to learn about: - The five eras of technology's impact on marketing - A three-part framework for solving the personalization challenge - 10 steps to deliver personalized, omni-channel experiences Presenter: John Ellett, nFusion's CEO, has interviewed and collaborated with hundreds of marketing execs as part of his book "The CMO Manifesto," his column on the Forbes CMO Network, the Cojones Awards and client projects.

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