The Marketing Technology Myth - Connecting Systems and Experiences
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From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: The Marketing Technology Myth: Connecting Systems & Experiences - Given by Jeff Cram, @jeffcram - ISITE Design, Chief Strategy Officer
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The Marketing Technology Myth - Connecting Systems and Experiences
- 1. a MarTech 2015 San Francisco Jeff Cram @jeffcram ISITE Design, Co-founder The Marketing Technology Myth Connecting Systems & Experiences
- 2. a I have a confession…
- 5. a I’m a CMS Mythbuster
- 6. a
- 7. a “The company has extremely capable point solutions in marketing tech which it has tried to unify around [its branded Marketing Cloud]. Unfortunately, that brand is just a brand.” 8 separate product families 12 separate named products The Marketing Technology Myth 6 analytics products 11 omnichannel products
- 8. a The Marketing Technology Myth @jeffcram | @ISITE_Design
- 9. a This is our problemopportunity
- 10. a “About 373,000 results…” @jeffcram | @ISITE_Design
- 11. a Saying Doing “Our digital experiences aren’t coordinated across channels or silos.” “We’re have a lot of point solutions that aren’t integrated.” “Personalization is the phase two that never comes.” “We want a 360-degree view of our customer across all of our digital channels.” “We will deliver the right information to the right person at the right time.” “Our organization is customer obsessed. We want to differentiate on experience.”
- 12. a “While 83% of marketers say creating buyer-centric content is a priority, only 23% claim to be at advanced state of this transition.” The Saying vs. Doing Gap
- 13. a The Age of the Customer @jeffcram | @ISITE_Design
- 16. a
- 17. a Connecting platforms & channels @jeffcram | @ISITE_Design
- 18. a Digital is too often a word that divides. Strategy, design, technology and culture must be connected across insight and execution.
- 19. aFinding and fixing the cracks in your digital experiences* * SO EVERYTHING IS AWESOME!
- 21. a Source: Adaptive Path @jeffcram | @ISITE_Design
- 24. a We need a different type of map for making digital experiences work
- 25. a Prof. Dr. Michael Erlhoff Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers. @jeffcram | @ISITE_Design
- 26. a Source: Cooper (http://www.cooper.com/journal/2014/8/service-blueprints-laying-the-foundation) The Anatomy of a Service Blueprint @jeffcram | @ISITE_Design
- 27. a Digital Experience Maps can connect people, content, processes, platforms, and outcomes. CONTENT Brand Tone Message Structure
- 30. a • 200+ products • Five separate business units • Moving to centralized CMS • Expanding global footprint • Inconsistent brand story • Too product-centric • Cumbersome user experience • Lacking content direction The Organization Challenges @jeffcram | @ISITE_Design
- 31. a 13 Languages 30 Segments 262 Products 1,800+ PDFs 10,000+ Pages Embracing the Scale @jeffcram | @ISITE_Design
- 33. a Aligning Content to Personas @jeffcram | @ISITE_Design
- 35. a You’re not launching a website; you’re launching a hypothesis. Then you test and optimize. Mark Fries, BMC Software @jeffcram | @ISITE_Design
- 36. aCONTENT Brand Tone Message Structure Gatum Ramdurai Google Creative Lab “The more digital we get, the more human we must be.”
- 37. a Thank You Delight 2015 October 5-6: Portland, Oregon www.delight.us/conference Jeff Cram Co-founder, ISITE Design 617-401-2295 jcram@isitedesign.com ISITE Design www.isitedesign.com CMS Myth www.cmsmyth.com @jeffcram | @ISITE_Design