meet your new cmo

MEETYOURNEWCMO

Your CMO is no longer a Chief Marketing Officer. She’s now a connected customer—your Chief Marketing Operative.

MEETYOURNEWCMO

YOUR CUSTOMERS ARE NOW IN CHARGEThey move fast And think fast

Here’s how to keep up with them

YOUR CONNECTED CUSTOMER IS…

ACTIVE ⊲ Doing a lot of different things in different places ⊲ The path to purchase is no longer linear

COMMERCE:Validation

TO CONNECT WITH HER YOU NEED TO…

FOLLOW & ENGAGE ⊲ Move at the pace of your connected customer ⊲ Unify content + commerce


MOBILE ⊲ Uses a number of mobile devices ⊲ Constant connectivity presents both challenges and opportunities for brands

Source: Media Metrix Multi-Platform, comScore, April 2013

2 in 3 online adults are cross-platform

PC users179mm

Mobile only14mm

Tablet31mm

Smartphone109mm

Mobile users136mm

PC + Mobile122mm

PC only58mm

TO REACH THEM YOU NEED TO…

CREATE AN OMNI-CHANNEL EXPERIENCE

⊲ Elevate your offering ⊲ Remain in their consideration set

Multichannel Omni-Channel Mass Marketing Approach 1:1 The Store My Store Competing Channels Channels in Concert B2B and B2C Human to Human (H2H) Linear Path Continuous Path Point of Sale (POS) My POS

Consumers are 71% more likely to make a purchase based on social media referrals


SOCIAL ⊲ Fickle and influenced by others ⊲ Can also be your biggest advocate

Source: Hubspot, Inbound Marketing, 2012.

SO, YOU NEED TO…

UNIFY CONTENT + COMMERCE

⊲ Put your product in a context customers can relate to

⊲ Make their experience easy to share with their networks

SO, YOU NEED TO…

UNIFY CONTENT + COMMERCEThe connected customer and mobile devices have set the stage for a completely different shopping experience

⊲ No longer just features and functions ⊲ Content must “romance” customers into purchasing the product

Before

After

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TO DO ALL THIS, YOU NEED TO BE AN…

AGILE MARKETERThe agile marketer knows what the target market needs now, rather than what they needed six months ago—and tailors activity accordingly

Consumer behavior changes fast—the issues you’re facing today aren’t the same ones that

“industry best practice” has already solved

THE PROBLEM WITH “BEST PRACTICE”

Bottom line: those problems are no longer today’s problems

TodayCampaign starts in response to

a perceived “problem”

7 months laterCampaign ends with

brilliant results

10 months laterCall for papers—

campaign is submitted as a case study

15 months laterConference—campaign

is showcased as ‘best practice’

THE PROBLEM WITH “BEST PRACTICE”

BREAK FREE FROM BEST PRACTICE MARKETING: GO AGILE

5 AGILE PRINCIPLES for finding and fixing marketing problems

A do-it-yourself guide for Agile Marketers

1After all, it’s the only one that really matters.

Being able to monitor customers’ changing needs is one thing—how you respond is more important. You need to be quick and nimble by using a platform that allows you to unify content + commerce.

LIVE FROM YOUR CUSTOMERS’ POV

It’s easy to get carried away with daring experiments and lose sight of what your brand is about

1 Remember your goals2 Set your KPIs 3 Use the right tools to track

whether you’re meeting them

2 KEEP THE BIG PICTURE IN SIGHT

3 BUILD A GREAT “MARKOPS” TEAMEmpower everyone in the team to make decisions and implement them—even if it means taking a risk or making a leap of faith

MarkOps can only be effective if the team can work together to respond quickly to opportunities and problems

Nothing beats hard data for uncovering the root causes of problems

The agile marketer pays attention to gut instinct, but trusts hard data much more

Hard answers are more useful than random pontificating—or random experimenting

4PRIORITIZE THE PROBLEM

TEST, LEARN, ACT, REPEATIteration, not perfectionHave an idea for something that might work, test it, monitor the results, and make decisions

Real-time testing is a great way to understand which option has the greater impact, and then efforts can be poured into it

5

A PROBLEM SHAREDUsing these five principles you’re well placed to become an agile marketer who:

⊲ Uncovers problems ⊲ Looks them in the eye ⊲ Takes appropriate action

All in the time it takes a “best practice” marketer to read another out-of date case study Your brand

IN SUMMARY

YOUR NEW CMO IS:

⊲ Active ⊲ Mobile ⊲ Social

HERE’S HOW TO KEEP UP WITH HER…

⊲ Follow & Engage ⊲ Create an Omni-Channel Experience

⊲ Unify Content + Commerce ⊲ Be an Agile Marketer

CONNECT WITH YOUR CUSTOMERSWith EPiServer you can unify your content with commerce, giving you a set of tools that help you nimbly create, manage, and deliver an omni-channel digital experience that focuses on your connected customer and gets your product noticed.

To learn more visit: episerver.com/meetyourCMO

http://www.episerver.com/MeetyourCMO