Always great to be on stage with Shafqat and the Newscred Team

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.

Listen to the Content Panel, Shafqat with Kimberly-Clark and Conagra.

 

Newscred #thinkcontent – Chicago

newscred_thinkcontent

Great to appear that the first Newscred #thinkcontent event in Chicago, great overviews from Twitter, Kelloggs, CongraFoods, I am sure everyone learned that they are not as far behind as they think they are, it’s just difficult to keep up!

How GoPro is leveraging it’s access to consumer based content to build a global media capability

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.

censhare, MAM, semantic
When the MAM/Publishing/Media Channels are all connected within the CCE, it’s easier to understand, map and build the next consumer interaction with the brand.
censhare, MAM, CCE
By changing the center of relevance and interest in the CCE MAM, it’s possible to link interactions and pathways

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.”

censhare
The “Creative Content Exchange” (CCE), provides a cloud based open framework model to connect all the marketing pieces necessary to build consumer experiences, including linking critical Analytics, CRM and PIM data to the experience.

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.

ERP censhare omni-channel content marketing
Content is often forgotten as being one of the key elements for context related content marketing

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.

 

How Global Brands Master Omnichannel Marketing

How Global Brands Master Omnichannel Marketing

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 . . .

Multi-Channel Customer Experiences drives the next evolution for connected DAM

Webinar: Delivering Multi-Channel Customer Experiences:

Wed., Feb 19, 2014
8am PST/11am EST/4pm GMT

Expert panelists David Parker (Chief Marketing Technologist), Rich Carroll (Technical Sales), and Jill Talvensaari (VP Marketing) have over 60 years combined experience at some of the top customer-centric and marketing services firms including McCann Worldgroup, Adobe, Microsoft, Leo Burnett, Kodak. Will discuss why multi-channel content marketing is driving a new evolution in the DAM and CMS technology space. Organizations should leverage maximum value for brand experiences from a developing a total marketing technology strategy for the adaptive world, avoiding fragmented marketing strategies and executions.

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.

Moderated by IOI Sales Director Mike Watson.

Why Your CMS Investment Beats MRM Every Time

Marketing Resource Management (MRM) tools solve one problem—the management of marketing. Over the past 10 years, MRM was probably the first vertical market technology to drive some accountability, transparency, efficiency, and effectiveness through the marketing supply chain.

Marketing is made up of three key business elements: people, time, and money. Marketers try to put as much of these three elements into creative content and consumer experience to achieve maximum impact and engagement. MRM adoption was based on the idea that the process of marketing was inefficient if not broken, and that MRM would fix the business process issues so marketers could make better use of their people, time, and money.

Vendors like Aprimo and Unica paved the way for an MRM market boom, with Gartner’s and Forrester’s blessing. But in reality, MRM technology has delivered little in terms of overall marketing cost savings. Agencies never really invested in a technology that exposed their inefficiencies, and marketers are not process-obsessed. So after much investment, integration, and promise, you see very few totally successful MRM tools. Why?

Well, it’s not the process that’s the issue—the upstream content creation requirements are the issue. The emergence of digital content, media, and analytics has challenged marketers with multi- or omni-channel content requirements, where messaging must excite, engage, and offer interactivity while remaining consistent across multiple touch-points. Throw additional languages into the mix, and for one campaign you could potentially have hundreds of executions.

In this new world where customer experience is king, it’s imperative that agencies know how to automate their content marketing across media to drive consumer engagement, purchase, and advocacy. Multi-channel marketing plans cannot be successfully carried out with manual creation and production processes. If your marketing technology is dispersed, de-centralized, and manually driven, your overhead is in the creation of content, not the management of your work.

If you use content marketing automation to achieve a 20% reduction in the people, time, and money that go into your content creation process, you’ll significantly reduce your costs, optimize your messaging for more agile marketing, and get your campaigns to market on time.

The organizations that have adopted content marketing automation have gained on many fronts. Transparency, accountability, and auditability. Faster time-to-market, more accurate messaging, more engaging content, better customer experiences, and the ability to put knowledge gained from data analytics to work more immediately.

Agencies have been slower to adopt content management solutions (CMS), as the industry trend has long been to bill based on employee hours (FTEs). But not only does CMS deliver efficiencies that can improve an agency’s bottom line, CMS can open new revenue streams. Agencies can offer services to their clients based on the number of formats or types of channels to which content is delivered, and they can also offer clients access to various CMS modules as a service. In addition, greater efficiency gives agencies the capacity to take on new work.

So if you want to reduce your marketing overhead, focus on your content marketing strategy and execution. Start to audit what you have—assess the number of channels, languages, and platforms you use and the number of executions you need. Then, look at optimizing the process from content creation to execution by using smart CMS. Work closely with your agencies and vendor/partners by including them in your content processes. You’ll streamline the supply chain between creativity, production, and execution.

Stop looking at MRM and start looking up your value chain to where and why your content is being generated, consumed, and shared, and then automate where and when you can with CMS. You will save time, money, and effort, and you’ll gain much bigger rewards in terms of better brand engagement, customer experiences, and connectivity.

RG/A – Agencies investing as brand innovators, incubators and mentors

RG/A – Agencies investing as brand innovators and mentors

Very cool to see creative agencies extending past their normal revenue zones. Supporting and funding start-ups, but more importantly mentoring them to success and building brand recognition, market value and presence in the early phases. So, so important to get the early brand and marketing experiences right.

Agencies have a key role to play in bringing new ventures to market and innovation in this sector is growing, good to see the bigger companies compete with Silicon Valley with skills, insights and some innovation.

Others include

MDC-Partners: http://www.kbspventures.com/

RGA/IPG: http://rga.com/news/releases/rga-techstars-announce-10-startups-selected-rga-connected-devices-accelerator-program/

Huge/IPG: http://www.hugeinc.com/about/labs

I think you will see more coming in the near future I am sure.