Delighted to be on the panel discussion today discussing creative in a programmatic world!
Lisa Mathison – Walgreens
Is there a new term emerging in content marketing, the Participation Marketing Conference will be exploring the changes in our brand marketing ecosystem, from brand centric to consumer centric marketing, what will this mean, how will it effect your brand, what’s the future look-like and how do you need to prepare to drive reach, engagement and conversion in a more authentic, sequential and relevant consumer world!
Newscred landed in Chicago with a great team and content from Twitter, Kellogg’s and others “moving the needle” on content marketing. Great break-out sessions, lots of learnings and testing going on to drive brands and consumers into a more connected content experience.
David Parker talks about the emerging relevance of SocialTV for consumer connections. SocialTV is emerging as a platform to deliver addressable TV, imposing social interactions across live video enables brands to understand value points of the content they are providing, delivering key inflection points for brands to develop greater connections with their consumers.
GoPro isn’t just a camera brands, it’s a whole consumer experience. There are few brands in the world that can leverage “consumer experiences” to such a level as GoPro. Just think about it, GoPro camera’s capture and record the magic of peoples experiences for life. Whether you are jumping from an airplane, diving to great depths or skiing with the family. GoPro captures these crucial life moments. So why build brand messaging, that doesn’t resonate, when you can leverage the consumer experiences that your customers generate.
In a world where marketeers are now moving towards building “consumer experiences” to deliver relevance, engagement and brand advocacy, GoPro seemingly has this stuff in buckets. So how do you leverage so much content in a consistent way?
Technology plays a big part, not only do you have to have scalable Media Asset Management (MAM), but you then need to publish what you have ingested into the omni-channels and media you own, buy or gain. So using censhare (GoPro’s technology partner for this solution) GoPro can automatically build content (publishing to you and me) for any channel and the engine reformats content accordingly, transforming and transcoding content for the right outputs.
In doing this, versioning and variants of content can be streamed to youtube, Facebook, websites, blogs, publications (oh yes, GoPro generates lots of static traditional content, for packaging and instructions), tablets, mobile and email marketing, ensuring accuracy, quality and digital rights management are all controlled.
So is GoPro transforming their business? Well with an IPO coming up, valuation is critical and product alone doesn’t build consumer engagement, but content does. Content is the most valuable element of an consumers experience, no matter what the other vendors say, CRM, Analytics do not build consumer experiences, they only record it.
The next generation of omni-channel software technologies are beginning to understand that “Big-Data” is really all about “content” and what happens to that content in relation to the consumers experience. If you can connect your content to the recorded user experiences across location, platform, instance, language, formats, people, and user pathways, brands can start to understand the “relevance” of content and where it gets consumed. This is where censhare extends beyond traditional CMS or DAM solutions (thanks to visionaries like Dieter Reichert), in that it captures all interactions with content within pages, frames, and through meta-data digital tagging, you can build interactive consumer maps that enables brands to deliver the same experience across all media platforms with consistent regularity.
So, what next. Well brand marketing involves lots of communication between product groups, brands, regions, marketing services and implementation agencies. Lots of content getting passed around, approved, changed, translated and then delivered to the media outputs. Accordingly, it involves lots of time, people and money and it’s expensive. Traditionally production and delivery has now been automated, but what about the “creative” process, where most costs are embedded. The “Creative Content Exchange” (CCE) is probably the answer.
The CCE is basically a “creative platform in the cloud”, an instance run where the brands can build a supply-chain that exchanges creative content, from ideation, creation, publishing to multi-channel distribution, everything occurs in this “exchange eco-sphere.”
But it’s more than that, PIM, ERP, Product (PIM) and CRM data relationships are also tagged to the content, so using censhare brands can leverage the e-commece capabilities via content instead of vastly expensive ERP/e-commerce platforms, that are rigid and expensive. Using standardized REST API’s and a storefront concepts, brands can even build their own applications to leverage the increased use of mobiles for content consumption and e-commerce (now coined open platform strategies).
So much will begin to change, maybe a “marketing transformation” led by Global brands who understand that the value is in the content, changing the center of focus, from CRM and Analytics to the contents relationships with the consumers behavior , both on and offline.
I think some of the major vendors like Oracle, Salesforce, Adobe (they already know this but haven’t figured out how to market the concept), IBM and Microsoft will now realize that they have major gaps in their “marketing cloud” frameworks, concentrating too much on CRM and Analytics and forgetting about the “Enterprise Content” play in the middle.
What is for certain as the video of GoPro establishes that some nimble and agile brands understand the value of consumer generated content and are taking control of their destiny and not waiting for the marketing services agencies to lead these platforms.
Marketing technology is now firmly empowering brands to a new world of independence, control and leverage. The rise of marketing technologists aligning with traditional IT and Marketing, is enabling major brands to really change the way they interact with the consumer. Some brands have been doing this for a while, Dyson and SpecSavers amongst others have always had an internal agency of record, even extending this into media buying as more DMP/DSP platforms come to market.
So it’s exciting times, a challenge for marketing services agencies to start delivering “supply-chain capable” technology platforms to global brands, while for brands gaining the ability, flexibility and agility in the provisioning of “fast-twitch-agile and agnostic” global consumer experiences.
David Parker, Chief Marketing Technologist at IO Integration delivers insights into delivering a “Content Strategy” into Execution to increase brand value, reach and ultimately a consumer driven context related experience with your brand. It’s not just a Digital experience that connect brands to consumer, yes, it’s agile, fast, far-reaching and dynamic, but it’s the total mix of your marketing communications strategy and how you execute that makes the best brands build the best experiences. See how GoPro, Under Armour and Red Bull are ahead of the game . . .
Join David Parker – Chief Marketing Technologist at IOI who’s discussing how Delivering Multi-Channel Customer Experiences will enable Brands to build relevant long-term connections with there customers. If you would like a copy of the presentation or transcript of the discussion, please contact me directly with your name and email details.
Marketing will never be the same again. Technology, integrated channels, real-time analytics, and brand experiences now shape the conversations that companies have with their customers. The changes in the way we market have been so prolific in the last 3 years that marketing has changed more since 2010 than it did in the previous 6 decades. We’ll look at where marketing is headed and how technologies like DAM and CMS truly enable better brand communications, online and offline.
Key topics include omni-channel content marketing, adaptive strategies, and the role of inbound user generated content to drive contextual relationships and reinforce brand value. See how top brands in Retail, Sports Marketing, Media and Entertainment, and Finance are adapting and using multichannel marketing technologies to reach new prospects and win markets.
Also in attendance, Mike Watson, IOI Sales Manager, UK, Rich Carrol, Technical Solutions Sales and Jill Talvensaari, VP Marketing, for an open discussion.