Sitecore - Context Marketing
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Presentation delivered by Simon Etherington at Sagittarius Future of Travel Marketing Masterclass, 11th May 2016
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Sitecore - Context Marketing
- 1. Simon Etherington// UK Managing Director, Sitecore Twitter: @ownthexperience Context Marketing
- 9. “Which of the following initiatives are likely to be your organization’s top business priorities over the next 12 months?” (High or critical priority) Top five responses shown Grow revenues Improve the experience of our customers Reduce costs Improve differentiation in the market Better comply with regulations and requirements 77% 74% 61% 50% 39% Source: The CMO’s Blueprint For Strategy In The Age Of The Customer, September 12, 2014
- 10. Highest Second highest Third highest Gartner survey: marketer's tech investment priorities for 2015 Customer experience Marketing operations Marketing analytics Digital commerce Social marketing Advertising operations Mobile marketing Web (i.e. search, website) Emerging technologies 0 10 20 30 40 50 Percentage of respondents 10 6 8 11 10 8 8 11 10 11 12 10 8 14 13 10 12 14 13 14 13 13 17 12 9 1310 40% 39% 36% 35% 33% 29% 29% 24% 34%
- 12. © 2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Digital Marketing Systems Complexity The Technology Challenge Contextual information is hidden from use. The Knowledge Challenge Content without Context is meaningless. The Content Challenge
- 15. Industry Incumbent Disruptors RETAIL MUSIC VIDEO RENTAL TRANSPORTATION TRADITIONAL RETAILERS TRADITIONAL MUSIC COMPANIES VIDEO RENTAL COMPANIES REGIONAL TAXI COMPANIES A Revolution is Underway Context is disrupting industries.
- 17. Smart Watch Car entertainment console Tweets Texts Interactive TV
- 18. 18
- 19. • The connected consumer • New customer journeys • Content in context matters • Data silos must fall • Platform disintegration not sustainable Context Marketing in Practice
- 20. 75%of shoppers use mobile devices in store 9 in 10 shoppers read reviews 55%of mobile shoppers want to buy within the hour 74%of shoppers rely on social networks for purchase decisions 87%consumers use more than one device at a time
- 21. Data Silos Must Fall User profile, behavior history, preferences, paths used, content consumed, purchases made, geographic location, device type…
- 23. © 2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Connect the data and you have context Social CRM Apps Website Store Customer Support
- 25. Technical requirements for context CONTEXT MARKETING CONTENT MANAGEMENT CONTEXTUAL INTELLIGENCE OMNI-CHANNEL AUTOMATION Deep customer profiling & insights Automated delivery across channels Robust CMS that handles content at scale and separates content from presentation