Really look forward to joining all at the Digital Ascendant Conference in New York this week (04/26-04/27), talking about “Data Driven Creativity – where the story meets automation” with Victor Chong of Thunder. Will be an interesting “fireside” chat, around where brands can optimize to drive global consumer content that delivers an effective and efficient consumer experience.
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.