timo elliott, global innovation evangelist june, 2016sapevents.be/sfl/presentations/track2/the...
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The Future of Digital MarketingTimo Elliott, Global Innovation Evangelist
June, 2016
@timoelliott
New Technology =
Business Opportunity
@timoelliott
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The World Changed.
Did Your Marketing?
@timoelliott
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Digital Marketing
“Assemble”: 10M views
“Real Beauty”: 66M views
“Stratos”: 40M views
@timoelliott
Viral Social Media
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There’s A Real Opportunity!
@timoelliott
But Consumer don’t agree…
Only 31% experience consistent cross-channel experiences
Marketers rate themselves high in delivering consistent
experiences across channels
66% rate themselves “Very Good” or “Excellent”
Web, Email, Social, Mobile, Advertising…
Marketers bombard customers with irrelevant
messages. Not targeted, not relevant.
ENOUGH ISENOUGH.
“That’s Just Marketing”…
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Power to the People
@timoelliott
Millennials trust strangers over family and friends. They lean on
User-Generated Experiences for purchase decisions.
Source: Brian Solis’ Future of Business, 2013
@timoelliott
73% of people surveyed wouldn’t care if the brands
they use disappeared from their life.
Source: Co.Exist
@timoelliott
Only 1% of Millenials said that a compelling advertisement
would make them trust a brand more.
Source: Elite Daily
@timoelliott
@timoelliott
@timoelliott
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Brand (Still) Exist Only in Consumers’ Brains
Marketing
Experience
Peers
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Product Experience Is The New Marketing
Old Marketing:
1. Think up campaign
2. Push it at people
3. Gather leads
4. Think up new campaign
New Marketing:
1. Build great product
2. Customers tell friends
3. Build community
4. Use community to build even
better product
Now more than ever, your
product IS your marketing
@timoelliott
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Back to the Origins of Marketing
“Marketing and innovation
produce results; all the rest
are costs.
Marketing is the distinguishing,
unique function of the
business.”
Peter Drucker, 1954
@timoelliott
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Would a cool
tweet help?!
@timoelliott
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This Doesn’t Help Much, Either…
@timoelliott
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“Customer experience is the last source of sustainable
differentiation and the new competitive battleground”- Gartner
“We need to spend less time
telling people how great we
are, and more time
being great”
@timoelliott
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We ALL Want Luxury Service
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We ALL Want Luxury Service
25
RESEARCH
TRACK
ORDER
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
POST
REVIEW
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
JOIN
GROUPS
NETWORK
ISSUE
CHANGE
ADDRESS
RESTART
SERVICE
RECEIVE
OFFER
REFER
FRIENDS
WEB
DIGITAL ADS
WORD OFMOUTH
SOCIAL
TV
RETAILSTORE
WEBSHOP
REVIEWS
SEARCHKW/ADS
CONTACTCENTER
WEBSHOP
SOCIAL
RETAILSTORE
WEBSHOP
CONTACTCENTER
CONTACTCENTER
RETAILSTORE
CONTACTCENTER
CONTACTCENTERSOCIAL
WORD OFMOUTH
SOCIAL
SUPPORTPORTAL
?
SUPPORTPORTAL
?
BRANDEDCOMMUNITY
?
CustomersNow Script Their Own Journey
RESEARCH
RECEIVE
OFFER
SHOP &
BUY
DISCOVER
NEED
TRACK
ORDER
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
POST
REVIEW
JOIN
GROUPS
NETWORK
ISSUE
BILLING
ISSUE
TERMINATE
SERVICE
PHONE
DAMAGE
MAKE
PAYMENT
CHANGE
ADDRESS
RECEIVE
OFFER
RESTART
SERVICE
REFER
FRIENDS
26
Every Journey is UniqueAnd every point of engagement matters
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CUSTOMER RECORD
Departmental / Channel Silos
SERVICE
SALES
MARKETING
COMMERCE
‘Multi’-channel CRM Suites
CU
ST
OM
ER
RE
CO
RD
SALES &SERVICE
MARKETING
COMMERCE
Omni-channel Engagement Platform
CONTEXTUAL MARKETING &SERVICE
SALES &COMMERCE
CUSTOMER INTELLIGENCE
PHYSICAL &DIGITAL EXPERIENCE
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Running Gone Digital“The fitness brands of the future will not just
make physical products, but will be embedded
in the consumer journey in ways that will help
keep people motivated and maximize their
enjoyment of sport.
By putting together a digital fitness platform and
world class physical products, we can build a
new kind of fitness brand”
29© 2015 SAP SE or an SAP affiliate company. All rights reserved.
30© 2015 SAP SE or an SAP affiliate company. All rights reserved.
• Better
personalization
across different
channels
• Better targeting
and marketing
execution
• Real-time
recommendations
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A Seamless Experience
@timoelliott
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TUI Travel
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WEB CONTACT
CENTER
DIGITAL
GOODS
MOBILE SMS/NOTI-
FICATIONS
EXPERIENCE MANAGEMENT
PLATFORM, INFRASTRUCTURE, INTEGRATION
DATA & PROCESS MANAGEMENT
COMMERCE MARKETING SERVICE SALES
AGENT TOOLSIN
STORE/BRANC
H
SOCIAL
MEDIA
MARKET-
PLACES
@
PRINTINGDIGITAL
ADVERTISING
SEARCH
KW/ADS
IOT
SAP Customer Experience Solutions
BILLING
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Three Takeaways
• It’s not about viral videos and cool content — it’s about
great customer experiences
• You have to own the end-to-end customer journey
• It’s about acting, not just analyzing
@timoelliott
