Delivering Seamless Brand Stories Across Platforms with Stack Storytelling
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Stack Storytelling As devices proliferate the concept of cross platform seamless communication for brands becomes a challenge. We will explain ‘Stack Storytelling’ : the ability to deliver and sequence a brand story across multiple third party platforms, and furthermore explain how Stack Storytelling improves return on investment for marketers by up to 50%
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Delivering Seamless Brand Stories Across Platforms with Stack Storytelling
- 1. STACK STORYTELLING STEFAN BARDEGA CHIEF DIGITAL OFFICER
- 2. THE PROBLEM, JOURNEYS ARE GETTING MORE COMPLEX
- 3. THE AVERAGE TELCO JOURNEY NOW HAS 220% MORE TOUCHPOINTS 2003 2014 30 30 65 63 42 Internet search Brand website Comparison websites Email Internet display ads Source: ZenithOptimedia Touchpoints 2014 +220% 83 78 75 72 72 71 57 56 47 47 45 42 38 38 36 35 Brand website Comparison websites Cons opinion site/ blogs Internet search Coupons on internet Retailer websites Blogger review/reco Email Social network likes Social network page/app Internet apps/widgets Internet brand video Internet display ads Mobile phone ads/ promo Social network ads Internet video ads
- 4. THE ADTECH MARKET HAS BECOME MORE COMPLEX Source: Luma Partners 2013
- 5. of enterprise marketers have no synchronized view of customer data. — Forrester 82% Unifying data has become complex 5
- 6. of customers don’t receive consistent experience across channels. — Accenture 78% 6 ….as a result people aren’t getting the right messages at the right time
- 7. of customers have discontinued communication with a company because they receive irrelevant promotions and messages. — Blue Research 94% Brands who deliver right time, right platform right place will do better than ever before
- 8. SO WHAT DOES ALL THIS MEAN ?
- 9. IMPROVING OMNI-CHANNEL USER EXPERIENCE IS THE CEO’S NUMBER 1 CHALLENGE
- 10. BRANDS WHO MAKE INTERACTION SIMPLE AND CONSISTENT WILL WIN…
- 11. …and enjoy a simplicity premium THE SIMPLICITY PREMIUM, BY INDUSTRY Source: Siegel & Gale 2013 US. The premium customers are prepared to pay for simplicity by industry
- 12. And those that don’t...
- 14. STACK STORYTELLING Using integrated technology stack to efficiently deliver seamless brand stories across multiple platforms Source: ZenithOptimedia 2014
- 15. PRACTICAL EXAMPLE OF STACK STORYTELLING DSP DSP
- 16. STACK STORYTELLING REQUIRES FOUR THINGS 1. EXPERIENCE DESIGN 2. CONNECTION ARCHITECTURE 3. TECH STACK 4. INTEGRATED DATA
- 17. 1.EXPERIENCE DESIGN INTEGRATED ACROSS ALL PLATFORMS
- 18. STACK STORYTELLING REQUIRES FOUR THINGS 1. EXPERIENCE DESIGN 2. CONNECTION ARCHITECTURE 3. TECH 4. INTEGRATED DATA
- 19. 2. CONNECTIONS ARCHITECTURE DEFINES MESSAGE SEQUENCE ACROSS PLATFORMS JOURNEY STAGE PLATFORM 1. SEE IT MOBILE EMAIL DISPLAY SEARCH SITE 2.TRY IT 3.BUY IT 4.ENJOY IT
- 20. STACK STORYTELLING REQUIRES FOUR THINGS 1. EXPERIENCE DESIGN 2. CONNECTION ARCHITECTURE 3. TECH 4. INTEGRATED DATA
- 21. GOOGLE STACK: COOKIE BASED MEDIA AND SEARCH ECOSYSTEM Masthead, Channel and TrueView lists User List Third Party Data Providers Remarketing Lists User Lists Search Remarketing User Lists
- 22. FACEBOOK STACK: PEOPLE BASED TARGETING AND ATTRIBUTION
- 23. ORACLE STACK: END TO END OMNI CHANNEL CUSTOMER MANAGEMENT Contact Management Lead Management Campaign Management Social Marketing Measurement Loyalty Management
- 24. ADOBE STACK: INTEGRATED CREATIVE AND MARKETING CLOUD MARKETING MIX PLANNING INTEGRATION ASSET SHARING CONTEXTUAL ACTIVATION PROFILE MANAGEMENT TAG MANAGEMENT USER MANAGEMENT & SECURITY COLLABORATION
- 25. STACK STORYTELLING REQUIRES FOUR THINGS 1. EXPERIENCE DESIGN 2. CONNECTION ARCHITECTURE 3. TECH 4. INTEGRATED DATA
- 26. BRAND EFFECT OF STACK STORYTELLING EFFECT OF USING TWO PLATFORMS TO DELIVER SEQUENCED MESSAGE 41% 31% 27% 48% 40% 34% Brand Favourability Brand Recommendation Brand Consideration 1 Platform Only (n=579) 2+ Platforms (n=371) Source: Nielsen Online Brand Effects Expanded View – O2 Germany,
- 27. MEDIA RETURN ON INVESTMENT FOR STACK STORYTELLING
- 28. MEDIA RETURN ON INVESTMENT FOR STACK STORYTELLING
- 29. MEDIA RETURN ON INVESTMENT FOR STACK STORYTELLING
- 30. MEDIA RETURN ON INVESTMENT FOR STACK STORYTELLING
- 31. STACK STORYTELLING REQUIRES FOUR THINGS EXPERIENCE DESIGN CONNECTION ARCHITECTURE TECH INTEGRATED DATA
Editor's Notes
- Good morning 3 things Complexity Stack storytelling Results
- Touchpoints a comprehensive survey since 2003 tracking the influence of channels in consumer journeys 700,000 interviews 54 countries 10,790 brands 183 clients 277 categories Telco risen from 5- 16 = 220% Blogs now playing a role Social networking Video
- And at while consumer journeys have been getting more complex so too has the ad tech market Obligatory lumascape Growth in attendees
- The result of these complex journeys and fragmented ad tech is data silos In fact, according to Forrester, 82%: marketers have no synchronized view of customer interactions. This means that marketers are unable to access data to create seamless experiences across platform
- Most of us don’t receive a consistent or individualized experience across channels. As they move across your paid, earned and owned media, they get treated like they’re brand new, receiving random promotions, messages and content that doesn’t map to their interests. In fact, according to Accenture, only 22% of customers receive a consistent experience across channels.
- It’d be one thing if the experience were just fragmented; it’s also completely impersonal since companies focus on the transaction, rather than a long-term relationship. Everyday, they find themselves bombarded with ads, promotions, content and messages that aren’t relevant to them. This irrelevant experience happens as they travel from channel-to-channel, frustrating them. At best, this will result in a low-conversion rate. At worst, they may discontinue communication altogether.
- So marketers have four problems: Complex User Journeys Fragmented ad tech market Data Silos Inconsistent user experience
- In this world we believe….
- Data: how can data make the experience better, in real time (creative and placement)
- Data: how can data make the experience better, in real time (creative and placement)
- This acts as the instructions to the technology stack What message to deliver and when and what platform
- Once you have designed optimal experience and connections deploy stack Not all stacks are created equally Infact big differences between them
- Google stack has unique set of attributes Connected: analytics, search, video, display, real time bidding 93% of internet journeys begin with a search Youtube stat Clear benefit
- Oracle Marketing offers a complete suite of solutions for managing the entire marketing lifecycle, from customer acquisition to retention, loyalty and advocacy. These solutions are socially-infused; they leverage social profiles, social applications and social data to create and deliver personalized and relevant campaigns across web, mobile, social, email and direct/offline channels. Oracle Marketing Key Differentiators: Complete lifecycle – Acquisition, retention, loyalty and advocacy Cross-Channel – Web, Mobile, Social, Email and Direct/Offline Integrated – Works with existing processes, channels, integrated with Oracle CX applications and can integrate with 3rd party systems Socially-Infused – Social profiles, engaging social applications and social campaigns
- With Oracle Marketing Cloud’s Cross-Channel Marketing Solutions from Responsys and Eloqua, in one centralized view, you can granularly map out how customers receive promotions, ads and messages throughout their journey, delivering them a relevant experience across the web, mobile, e-mail, and social channels. Oracle Marketing offers a complete suite of solutions for managing the entire marketing lifecycle, from customer acquisition to retention, loyalty and advocacy. These solutions are socially-infused; they leverage social profiles, social applications and social data to create and deliver personalized and relevant campaigns across web, mobile, social, email and direct/offline channels. Oracle Marketing Key Differentiators: Complete lifecycle – Acquisition, retention, loyalty and advocacy Cross-Channel – Web, Mobile, Social, Email and Direct/Offline Integrated – Works with existing processes, channels, integrated with Oracle CX applications and can integrate with 3rd party systems Socially-Infused – Social profiles, engaging social applications and social campaigns
- Multi-touch Attribution: The Always-On platform will move the market beyond “last click” attribution by providing options for a multi-touch model that identifies and assigns true value to specific marketing components – online and off line – that help spur customer action. Publicis Groupe agencies will be able to enhance their attribution and planning solutions with Adobe’s Master Marketing Profile and Media Mix Modeling, as well as Adobe Analytics, to measure the most effective touch-points across channels and model investments. Unparalleled Audience Understanding: Always-On encompasses a data management platform (DMP) which will produce a robust set of customer profiles, segmentations and vertical insights. VivaKi will also develop a data co-op where clients, and ultimately publishers, can opt in and contribute data in exchange for even richer customer profiles, vertical insights and customer intelligence. Adobe AudienceManager and Adobe Media Optimizer will drive optimal targeting and cross-channel campaign performance. Campaign/Marketing Automation: As screens and devices proliferate, Always-On is expected to automate marketing effort across multiple channels. With the goal of integrating Adobe Campaign with analytics and segmentation tools, the platform will empower Publicis Groupe agencies to drive campaign efficiency and engagement across the full customer journey to reach audiences that matter at the highest moments of receptivity. The automated integration will allow all marketing functions to coordinate efforts by acting on the same data. This includes an agreement across the agencies for cross channel campaign management for search and social buy side optimisation through Adobe Media Optimizer. Content and Experience Management: The digital asset management capability within Adobe Experience Manager is expected to enable teams, wherever they sit inside the network, to easily and effectively create, manage, and control valuable digital assets. From the moment an asset is created to the point of delivery, the platform will enable workgroups to create and manage assets through the entire lifecycle of global branding and multichannel distribution with a single, easily accessible digital repository. The success of this deal opens up a new battleground between Adobe, IBM and Oracle who are all fighting for the spending power of the Chief Marketing Officer (CMO). All three companies have made it clear that they see this as a lucrative space and have invested heavily in building a set of tools that they hope will appeal to the CMO. By getting a marketing behemoth to standardise on its Marketing Cloud, Adobe has shown that it will not be outflanked by its rivals. One of the key differences that Adobe has over its rivals is its Creative Cloud products that fit seamlessly into the Marketing Cloud. Many of the digital agencies already use tools from the Creative Cloud to create their digital assets. Adobe has made it easy for customers to create and share those digital assets into the Marketing Cloud. The result is a seamless pan-agency solution.
- Data: how can data make the experience better, in real time (creative and placement)
- JON looking at the O2 campaign results we saw that having the campaign on multiple platforms boosted its performance.– independent Nielsen research revealed that the O2 campaign delivered strong lifts for overall brand metrics including consideration and favourability but these increases are more pronounced when we split the data into 1 platform vs. 2+. The same can be said for brand perceptions and in fact all of the 7 brand image statements we tested enjoyed significant increases amongst those seeing the campaign on 2+ platforms compared with exposure on 1 platform.
- Data: how can data make the experience better, in real time (creative and placement)