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Digital Copenhagen: Evangelism and The Future of Marketing
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Transcript of Digital Copenhagen: Evangelism and The Future of Marketing
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Evangelism and The Future of Digital MarketingTimo ElliottGlobal Innovation Evangelist, SAP
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What Is An Evangelist?
The Greek word εὐαγγέλιον (latinized to Evangelium) originally meant a
reward given to the messenger for good news(εὔ = "good", ἀγγέλλω = "I bring a message“)
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 3
The World Changed. Did Your Marketing?
DIGITAL TRANSFORMATION
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 4
Topics
Digital Marketing and The Customer Experience
What To Do About It:
• Reimagine The Job of Marketing
• Optimize The Customer Journey
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Digital Marketing and The Customer Experience
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New Technology = Business Opportunity
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 7
Digital Marketing
“Like A Girl”
“Real Beauty”
“Stratos”
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The $30M Tweet
Eighty-four million impressions from a Twitter exchange (and counting!)
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 9
80% of CEOs think they deliver a superior customer experience
Source: The New Yorker— but only 8% of customers agree.
This Is The Real Opportunity
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 10
Power to the People
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Millennials trust strangers over family and friends. They lean on User-Generated Experiences for purchase decisions.
Source: Brian Solis’ Future of Business, 2013
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73% of people surveyed wouldn’t care if the brandsthey use disappeared from their life.
Source: Co.Exist
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Only 1% of Millenials said that a compelling advertisement would make them trust a brand more.
Source: Elite Daily
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 16@timoelliott
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 17
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
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 18
Instagram: 30 million users. $1Bn valuation.
ZERO marketing staff
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 19
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
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 20
Would a cool tweet help?!
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This Doesn’t Help Much, Either…
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 22
“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”
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1. Reimagine The Job of Marketing
“100% of tech CMOs are attempting toredesign their marketing organization”
- IDC
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 24
Work on Your Digital Core
Customer Experience
Omni-Channel
Workforce Engagement
Assets & Internet of Things
Supplier Collaboration
Business Networks
Digital Core
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 25
By 2020, information will be used to
reinvent, digitalize, or
eliminate 80%of business processes and products
from a decade earlier.
From The Back Office To The Business Models of Future
”
“
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 26
We ALL Want Luxury Service
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 27
A Seamless Experience
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Use Design Thinking to Rethink What You Sell
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 29
Payment & Analytics
Transaction
Discover & Search
SAP Vehicles Network
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CenterPoint Energy
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42% of Millenials are interested in helping companies develop future products and services.
Source: Elite Daily
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 32
Co-Creation
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2. Optimize The Customer Journey
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34
RESEARCH
TRACKORDER
SHOP &BUY
RECEIVEPACKAGE
MISSINGITEM
POSTREVIEW
SETUPPHONE
BILLINGISSUE
MAKEPAYMENT
PHONEDAMAGE
TERMINATESERVICE
JOINGROUPS
NETWORKISSUE
CHANGEADDRESS
RESTARTSERVICE
RECEIVEOFFER
REFERFRIENDS
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
RECEIVEOFFER
SHOP &BUY
DISCOVERNEED
TRACKORDER
RECEIVEPACKAGE
MISSINGITEM
SETUPPHONE
POSTREVIEW
JOINGROUPS
NETWORKISSUE
BILLINGISSUE
TERMINATESERVICE
PHONEDAMAGE
MAKEPAYMENT
CHANGEADDRESS
RECEIVEOFFER
RESTARTSERVICE
REFERFRIENDS
35
Every Journey is UniqueAnd every point of engagement matters
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 36
CUSTOMER RECORD
Departmental / Channel Silos
SERVICE
SALES
MARKETING
COMMERCE
‘Multi’-channel CRM Suites
CUSTOMER RECORD
SALES &SERVICE
MARKETING
COMMERCE
Omni-channel Engagement Platform
CONTEXTUAL MARKETING &SERVICE
SALES &COMMERCE
CUSTOMER INTELLIGENCE
PHYSICAL &DIGITAL EXPERIENCE
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 37
Omnichannel Experience
8 million members of Nespresso club200,000 orders per day20 different languages200 Nespresso stores
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Blue Penguin Candy Bar Swirl
$4.99
Beyond CRM: “Tweet to Receipt”
Vending Machine Exceeded Temperature
Business to Consumer Business to Business
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 39
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
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