“digital marketing clouds” - lett direct, inc. · pdf file“digital marketing...
TRANSCRIPT
“Digital Marketing Clouds”
Using new marketing technologies to better reach your customers
1
Presenting today:
SF Cloud Consulting
John Deneen
2
Goals of this session
1. Gain a clearer understanding of what cloud computing is all about
2. Give examples of how the cloud is being used
Save time and money
Deliver a better marketing experience
3. Discuss what’s working (and not working) for us
3
What exactly is “the cloud”
Short Definition:
“The on-demand delivery of IT resources and applications via the
internet, with pay-for-use pricing”
4
What is “the cloud”
Longer Definition:
“Cloud computing enables companies to utilize computing services:
Servers,
Storage,
Databases,
Networking,
Software,
Analytics
and other resources as a utility – similar to electricity – rather than having to build an maintain
computing and storage infrastructures in-house” 5
6
$500 billion by 2020
IDC Research
Main Benefits of the Cloud
Cost Savings: Cloud computing reduces the expense of buying and maintaining
hardware and software
Elastic Resources: Scale up or down quickly and easily to meet demand, without guessing
capacity
Metered Service: You only pay for what you use
Select-Service Provisioning: Spin up computing resources for almost any type of workload
on- demand
Additional benefits: Disaster recovery without large investments
Ease of collaboration – teams can access, edit and share
documents anytime, from anywhere
Automatic software updates7
8
The cloud is allowing small businesses to
innovate, experiment and sustain ongoing
profitability.
What once cost $100 million upfront is now
available for $10/hour
9
Uses of
“The Cloud”
10
from an IT
perspective…
Using Cloud Service Providers
Moving business-critical software and hardware to the cloud
11
Cloud Service Providers
Currently there are two major players:
Amazon (Amazon Web Services)
Microsoft (Azure)
12
Q2 2016 Cloud Infrastructure Services
Market
Vendor Percentage of Market Year-over-year growth
Amazon 31% 53%
Microsoft 11% 100%
IBM 7% 57%
Google 5% 162%
Salesforce 4% 40%
13
Both (and many others) support:
Business Applications
Backup and Recovery
Archiving
Disaster Recovery
DevOps
Big Data
Databases
High Performance Computing
Digital Marketing
eCommerce
Media and Entertainment
Mobile Services
Internet of Things
Enterprise IT
Websites
Content Delivery
Financial Services
Gaming
14
15
Should you be looking?
In General:
Chances are very strong you will see cost savings
Moving everything to the cloud is very rare, almost always some tasks will go to the cloud
and some will stay on- premise
Integrating cloud functions with on- premise tasks will require some work
While moving to the cloud is probably as secure if not more secure than most corporate
on-site infrastructures, it may not be the right option for businesses demanding high data
security or are under regulatory compliance requirements. But on the flip-side, ones who
provide such save you the headaches of keeping up-to-date on requirements.
16
Step One: Analysis
What are the best tasks/functions to move to the cloud?
What will it cost?
What improvements will be gained?
How much will it save (remember staffing/IT hours as well as actual
cost)
What new problems will it create?
17
18
from a Marketing
perspective…
The Marketing Cloud
“An integrated portfolio of marketing technology products that provide analytics,
automation and orchestration of insight-driven customer interactions to support inbound
and outbound marketing”
Forrester Research May 2016
19
20
21
22
23
24
25
26
27
What’s going on here?
28
In short…
All channels using same marketing
database
Website Email
Mobile Apps Social
Marketing Database
29
Targeted experience within each channel
GeneralWomen’s Apparel
Men’s Apparel Sale
30
Marketing Cloud Tasks
Social
Search
Search Engine Marketing (paid)
Search Engine Optimizations
Online Display
Mobile
Advertising
Apps
Responsive site
Databases
Analytics
CRM
Website
Trigger
Blasts
Personalization
31
32
Marketing Cloud Platforms:
Major Players (Forrester Research)
Adobe
Hewlett-Packard
IBM
Microsoft
Oracle
Salesforce
SAP
33
34
Recent Acquisitions
Oracle
• Blue Kai
• Datalogix
• Responsys
• Maxymiser
• Netsuite
• Bronto
Salesforce
• Demandware
• BeyondCore
• Exact Target
SAP
• Hybris
Forrester Q2 2016 Findings
Adobe, Oracle and Salesforce lead the pack
No single vendor addresses 100% of B2C marketing needs
All are portfolios of loosely integrated components rather than a platform
All show a need for “better third-party integrations”
Especially important since most business still pick-and-choose best fit for their needs
Forrester Research May 31st, 2016
35
Gartner Magic Quadrant for
Digital Marketing Hubs
Top 4
Adobe
Oracle
Salesforce
Marketo
36
Many, many companies close behind:
Blue Conic
Cxense
DataXu
Eulerian Technologies
IBM
IgnitionOne
KiteWheel
Media Math
Neustar
Nielsen
RedPoint
SAP
SAS
SiteCore
Turn
Viant Technology
Ysance
Zeta Global
37
Familiar names right behind them…
Acxiom
Epsilon (Conversant/Abacus)
Experian
Google (just getting into the game)
HubSpot
38
39
One Vendor vs Best
of Breed
40
Next to no one is using just one vendor
Where to Start
Determine what marketing channels/programs are best suited for you customer base
Evaluate your current marketing “stack” to determine what resources you have and do
not have to match your needs
Research available software
Select vendors that best fit your needs and growth plans
Integrate these cloud tools with your onsite technology stack
41
Easy Summary
The Cloud is a rental car
IT department determines if it makes sense to buy a car, or if the flexibility of renting it is a
better option
Marketing department wants a car that runs. They are going to drive it regardless. Want a
car that is easy to drive and works all the time.
Accounting/Finance wants the car to cost as little a possible
42
Hot topics
Identity Management. Unifying offline and online data to reach customers across
numerous touchpoints.
AI/Personalization. Delivering the right offer on the right device at the right time.
Marketing automation
Look-alike models
Mobile
Video
Social
Live Chat
43
Identity Management
Identify Management: Unifying offline and online data to reach customers across
numerous touchpoints.
Practical example: customer files sent to:
LiveRamp
Conversant
LiveIntent Ride Along (how about that for real-time Powerpoint changes!)
44
AI (Artificial Intelligence)/Personalization
Personalized/1-to1 marketing based on massive amount of data: web clicks, web views,
mobile activity, app activity, call center records, digital receipts, electronic POS record,
CRM data, devices owned, last touchpoint (store visit? email opened?)
Episerver, DM News, 3/17/2017
Most common use is product recommendations
45
Marketing Automation
Trigger emails:
Cart abandonment
Browse abandonment
Search abandonment
Thank you for your order
Order confirm
Shipping confirm
New products in categories they have bought or browed
Now on sale (browsed it)
Welcome email (signed up for emails)
NLP (next logical product
Low inventory
Back in stock
Replenishment
Anniversary of purchase
46
Look-Alike Models
Similar to co-op mailing models we are all used to using
Short list of vendors:
Talk to your co-op partners
LiveRamp (Acxiom)
Krux (Salesforce)
BlueKai/Datalogix (Oracle)
LiftEngine
Path2Response
47
Mobile
Mobile-based purchases continue to make inroads with the US ecommerce sector, thanks
to a growing embrace by young consumers, and shoppers’ willingness to increase larger
dollar amounts using their mobile devices
More retailers are prioritizing mobile-friendly commerce efforts like responsive design and
app development
Google increasingly rewarding mobile-friendly websites
You don’t ask for an engagement ring on the first date; you don’t ask a new customer to
download your app on the first purchase
eMarketer March 2017
48
Mobile is taking off:
2015 2016
Text Messaging 24% 51%
Push Notifications 19% 45%
Locations Marketing 18% 44%
49
Video
US Video ad spending is expected to grow 12% in 2017 and 9% in 2018 according to J.P.
Morgan. Video ad spending is growing faster than search, and second only to mobile in
growth
Facebook upping the importance of video for their content rankings
Social and messaging platforms are vying for video ad dollars
eMarketer March 2017
50
Video
Product Features
Customer Testimonials
Display Advertising
Mobile Advertising
51
Top Social Sites
What social networks to you advertise on?
Facebook (97.3%)
Instagram (45.0%)
YouTube (32.4%)
Twitter (31.5%)
Pinterest (30.6%)
LinkedIn (21.6%)
Snapchat (9.9%)
Internet Retailer November 2016
Social Media sites/apps used by consumers:
Facebook (64%)
Instagram (29%)
Pinterest (25%)
Snapchat (23%)
Twitter (21%)
LinkedIn (20%)
Google+ (15%)
Edison Research March 2016
52
Live Chat
National Retail Federation 2017 Omnichannel Retail Index reports it’s one of the fastest
growing retail adoptions, with at least 54% offering it on their websites
53
Channel ROI (best to worst)
SEO (Search Engine Optimization)
Content Marketing
SEM (Search Engine Marketing)
Social Media
Affiliate
Mobile
Online Display
Date IBM seminar
54
56
57
37% Growth
Salesforce reports that marketing automation use is
expected to grow 37% in the U.S. over the next 12 months
58
Tasks/areas utilizing the cloud
Enterprise/Business office software
Enterprise/Business emails/data
Customer database/CRM
OMS (Order Management System)
“The Marketing Cloud”/Marketing Automation
Website hosting
59
60
Who are Microsoft “Cloud Solution
Providers”?
61
Will be rolled out in next 12 months to select partners
including:
• Distributors
• Managed Service Providers
• Independent Software
Vendors
• Hosting Providers
Reasons Why:
Proactive backups and anti-virus monitoring
Update and patch management
Ability to scale on demand
Cost savings
Free IT department to focus on app development
62
Windows 10 Enterprise E3 in Cloud Service
Provider
Basically OS, wrapped with security, delivered as a subscription
$7/seat/month
Bundle includes Windows 10, Office 365, Dynamics Azure and CRM
Scalable
Best for small firms who don’t PC support organizations
63
Configurations
On-premise: Conventional hardware and software bought through a license
Private cloud: Dedicated hardware and software off-premise
Public cloud: Shared hardware and software off-premise
Hybrid: A combination of two or more of the above. Most common. By far.
64
65
Microsofts’s Azure cloud service sees 120,000 new customer
subscriptions each month
Microsoft, March 2016
66
“Businesses using PaaS have reported operational
savings of up to 50% compared to individual
development teams managing internal
technology stack”
Oracle, Public PaaS for Dummies
67
Once again, definition is blurry.
Marketing Cloud
Marketing Automation
Marketing Technology (MarTec)
In summary: Why is “the cloud” valuable?
Increase agility – able to rapidly scale
Compressed time-to-market
Stop guessing capacity
Better IT resource deployment
Additional security
Opportunity to shift capital expenses to operating expenses
Cost saving – massive economies of scale
68
But technically what is it?
SaaS - Software as a Service
PaaS - Platform as a Service
IaaS - Infrastructure as a Service
69
70
PaaS - Platform as a Service
Everything that is required to CREATE applications: Operating System, Databases, Webservers,
Framework. “Subscribe” to all of these tools rather than buy/license them.
Rather than being software delivered over the web, it is a platform for the creation of
software, delivered over the web
71
Platform as a Service (PaaS)
PaaS provide a cloud-based environment with everything required to support the complete
lifecycle of building and delivering web-based (cloud) applications
Develop applications and get to market faster
Deploy new web applications to the cloud in minutes
72
IaaS – Infrastructure as a Service
The hardware and software that powers it all – servers, storage, networks, operating systems:
73
Infrastructure as a Service (IaaS)
IaaS provides companies with computing resources including servers, networking, storage
and datacenter space on a pay-per-use basis
Reduce hardware capital expenses
Infrastructure scales on demand to support dynamic workloads
Flexible, innovative services available on demand
74
Microsoft
Moving desktop to the cloud
75
Windows 10 Enterprise E3Announced in July
Windows 10 Enterprise E3, which will be bundled with office 365 E3 and Enterprise Mobility
+ Security E3.
What is new is that now it’s a monthly fee instead of an enterprise contract with a 2 or 3-
year commitment. It also makes it easier for a smaller company to use it as it does not
require a contract and upfront payment. For the SMB (5-250 users) market this is a much-
needed announcement.
$7/user/month
76
Details
When bundled, $35.75/user/month (without suite discount) for full suite along with support
through authorized Cloud Service Provider
Microsoft Office 365 Enterprise E3 ($20/user/month)
Microsoft Windows Enterprise E3 ($7/user/month)
Microsoft Enterprise Mobility Suite ($8.75/user/month)
Must be purchased through a Cloud Service Provider. Available October 1st
77
Marketing Cloud Tasks
The Marketing Cloud uses the important cloud attribute that the data and content needed
to perform marketing tasks across various channels can be accessed, real-time, by many
users (anyone who has access to the Marketing Cloud)
Manage marketing resources and content
Orchestrate customer campaigns and interactions
Manage (and gather) customer data
Measure marketing performance for ongoing optimizations
Perform customer analytics
78
Others (partial list!)
Act-On. Affordable Marketing Automation.
CallidusCloud. Lead to Money suite gives sales and marketing a connected platform to close more deals faster. CPQ tools and commission solutions.
Constant Contact. Appears to have expanded beyond email marketing to other online marketing campaigns.
Experian
HubSpot. An inbound marketing and sales platform that helps companies attract visitors, convert leads, and close customers.
Infusionsoft
Marketo. Marketing automation software.
Teradata
Sitefinity. Content management and customer analytics platform. Seems to me to be light on the Cloud application.
79
Office 365
Basic office platform online (Word, Excel, Powerpoint, etc)
Accessible from anywhere
Data stored in the cloud
80
Office 365
81
We are all using it already:
Applications designed for end-users, delivered over the web on a
subscriptions basis:
Office 365
Gmail
Drop Box
SalesForce CRM
Shopify websites
82
Software as a Service (SaaS)
Saas allows users to connect to and use cloud-based apps over the Internet.
Immediate benefits include:
You can sign up and rapidly start using business apps
Apps and data are accessible from any connect computer and/or device
No data is lost if your computer freezes up, as data is in the cloud
The service can dynamically scale
83
Shar VonBoskirk – Forrester Research
Marketo/Chief Marketing webinar
One to many (batch & blast email; catalog drop)
One-to-one (personalization, artificial intelligence, automation)
One-to-moment - Send a relevant message at the right time in the right context
- Mobile device on the train to work
- Desktop computer during the work hours
- iPad or mobile device at 10:30 pm
84