Riding the convergence of Social, Mobile and Cloud to create new media models Shree Dandekar
Sr. Director (Analytics)
@shree_dandekar
@Digital_mss #DMSS
Dell - Restricted - Confidential
Change is the new black…
Digital Ecosystem
Consumer Behavior
Media What is it today?
Tectonic trends influencing todays marketing models
@shree_dandekar @Digital_mss #DMSS
Confidential
Participants shifted • Average social network user is 31 • The 45–54 year age bracket is the
fastest growing demographic on both Facebook and Google+
• Fastest growing Facebook demographic is women over 55
• Average social gamer is 43 year-old women
• The fastest growing demographic on twitter is the 55–64 year age bracket
Confidential
@shree_dandekar @Digital_mss #DMSS
Authority
shifted
@shree_dandekar @Digital_mss #DMSS
Traditional media undergoing dramatic change
@shree_dandekar @Digital_mss #DMSS
Confidential
The screen shifted
2007 - 87% of mobile customers
are not online
2013 - 90% of mobile customers
are online
Confidential
25% of smartphone owners ages 18–44 say they can’t recall the last time their
smartphone wasn’t next to them
@shree_dandekar @Digital_mss #DMSS
Confidential
Content river
@Digital_mss #DMSS
Brand touchpoints now generated by customers
66% Bloggers posting opinions about products
34%
@shree_dandekar @Digital_mss #DMSS
Google 25% of search results for the worlds largest brands link to user generated content Social streams Discover what you did not realize you needed to know.
@shree_dandekar @Digital_mss #DMSS
Retail Vs. Ecommerce: Although consumer behavior has changed….true competition is about influencing buying decisions digitally
@shree_dandekar @Digital_mss #DMSS
Marketing technologies present huge potential, but the vastness of the choices are daunting
@shree_dandekar @Digital_mss #DMSS
Overall 21.8B of funding….
@Digital_mss #DMSS @shree_dandekar
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Real world examples
Real-time event based brand campaigning
@shree_dandekar @Digital_mss #DMSS
Real-time event based brand campaigning
@shree_dandekar @Digital_mss #DMSS
Oscar pizza success story
@shree_dandekar @Digital_mss #DMSS
Underestimating the customer influence … slippery slope
@shree_dandekar @Digital_mss #DMSS
Customers too can use paid content…
@shree_dandekar @Digital_mss #DMSS
Dell - Restricted - Confidential
Some more examples…
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Old Spice (2010) the man your man can smell like campaign
http://socialmediatoday.com/syed-noman-ali/1638021/best-social-media-campaigns-brands
@shree_dandekar @Digital_mss #DMSS
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Oreo Daily Twist (2012)
http://socialmediatoday.com/syed-noman-ali/1638021/best-social-media-campaigns-brands
@shree_dandekar @Digital_mss #DMSS
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Dove: Real Beauty Sketches (2013)
http://socialmediatoday.com/syed-noman-ali/1638021/best-social-media-campaigns-brands
@shree_dandekar @Digital_mss #DMSS
25
Coca-Cola 2nd lives campaign (2014)
@shree_dandekar @Digital_mss #DMSS
Dell - Restricted - Confidential
How does Dell do it?
27
Our Customer Customers have shifted
the way they learn, consume, and engage
during the buying journey. Digital dominates.
Customer Experience Design Planning what, where and how we want to engage and develop customer conversations to acquire & develop.
Technology & Analytics Leveraging big data analytics and technology to engage customers in a targeted, personalized and more efficient way.
Content Strategy Creating, managing and publishing high quality content as a strategic asset – mapped and personalized to customers.
Our Customer-centric Marketing Model Three key areas, all focused on our customer.
@shree_dandekar @Digital_mss #DMSS
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Where our customers go, marketing must follow
Our Customer
• Prefers to do own research
• Relies on digital resources (PC, mobile, tablet)
• Responds to tailored, personalized information
Customers have shifted the way they find, consume, and engage during the buying journey.
Digital is now the backbone of customers’ lives.
B2B customers conduct online research, mostly search, video & social content on mobile/PCs.
66 93 416 2X % %
%
Of B2B buyer journey is completed before contacting a vendor.
Higher customer lifetime value when communications are personalized, relevant and timely.
Increase in inbound lead pipeline and customer value w/engagement via content, social, & personalization.
Personalized programs drive ROI
@shree_dandekar @Digital_mss #DMSS
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Leveraging data, technology, and content will empower marketers to activate and automate always-on, responsive programs for customers.
Customer Experience Design
• Audience Management • Connected and
Personalized Customer Journey
• Deliver right message at right time on right vehicle
• Ease of Engagement across Platforms
• Geared towards Social
Planning what, where and how we want to engage and develop our conversations with customers to acquire & develop.
@shree_dandekar @Digital_mss #DMSS
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Quality content, developed for specific stages of a buyer journey, must be consistent across channels and responsive to behavior.
Leveraging analytics & platforms that pull customer behavioral data to deliver programs.
Content Strategy
• Content that is high quality
• Modular; Video; Infographics; Dynamic
• Consistent in frequency and tone with narrative
• Content Lifecycle Management System
• Publishing Approach • Applies to Omni-channel
Creating, publishing and managing content as a strategic asset – mapped to customers - for omni-channel integration.
@shree_dandekar @Digital_mss #DMSS
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• Connected CRM • Marketing Automation
AdTech: • Real-time Analytics and
ROI
Technology & Analytics
Leveraging big data analytics and technology to engage customers in a targeted, personalized and more efficient way.
Information The ability to
create and manage a 360
view into the customer.
Personalized Data can customize
messages for customers through dynamic, data-driven modular content.
Audience Definition
Able to define customers to
target based on specific criteria
Cross- Platform Continuing the conversation with customers regardless of device.
Real-Time Targeting the right customer at the right time with the right message.
Responsive Driving deeper personalization by responding to customers behaviors and interests – on any platform.
Data is revolutionizing marketing through technology platforms; And working together, drive an optimized, 1:1 customer experience and higher ROI.
Connected CRM Data
Analytics & Insights
@shree_dandekar @Digital_mss #DMSS
Dell - Restricted - Confidential
What is required to make the shift to Modern Marketing model?
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To make this shift requires fundamental change across people, structure, process and tools
Process
Tools
People
Structure
Data, Analytics and operational skills augment foundational strengths in customer centric messaging and engagement
The marketing organization of the future needs to be nimble, flexible to adapt to rapidly changing needs.
Processes need to evolve to support
customer experience delivery
and rapid innovation centered on key bus.
priorities .
Leveraging big data analytics and
technology to engage customers in
a targeted, personalized and
more efficient way.
@shree_dandekar @Digital_mss #DMSS
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An Agile Marketing approach can help an organization effectively respond to ever changing needs
Agile Marketing Principles**
1. Validated Learning over opinions and conventions
2. Customer focused collaboration over silo’s and hierarchies
3. Adaptive and iterative campaigns over Big Bang campaigns
4. The process of customer discovery over static prediction
5. Flexible vs. Rigid planning
6. Responding to change over following a plan
7. Many small experiments over a few large bets
*Source: HBR July-August 2014 – “The Ultimate Marketing Machine”
**Source: http://agilemarketingmanifesto.org/
“Marketers understand that their organizations need an overhaul, and many chief marketing officers are tearing up their org charts … What does the ideal structure look like? Our answer is that this is the wrong question. A simple blueprint does not exist.”*
@shree_dandekar @Digital_mss #DMSS
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A strong partnership between the CIO and CMO is critical in supporting the transformation
Increased Business Impact
Leadership • Meet regularly
• Share accountability
• Focus structure, culture on customer outcomes
• Chief Data Officer bridges two orgs
Alignment • Org priorities with
company objectives
• Business Architecture Team governs tech decisions
• Marketing Ops activates the vision
Innovation • “Test and Learn” or
“Fail Fast” approach
• Collaborative innovation: everyone has quick access to data, hands-on analytics
• IT as trusted advisor
Talent • Hire right people for
cross-functional teams
• Skills that match changing customer, tech landscape
• Marketing and IT work in tandem
@shree_dandekar @Digital_mss #DMSS
36 Dell - Critical Handling - Confidential
Dell – Internal Use Only – Confidential
Thank You
Shree Dandekar Sr. Director of BI/Analytics
Twit - @shree_dandekar
@Digital_mss #DMSS