your speakers today · 7/28/2020 · number of data sources for marketers increasing by 2021...
TRANSCRIPT
Bianca BestGlobal Managing Director of Blink Consulting
Nathan BarlingGlobal Evangelist SalesForce Datorama
YOUR SPEAKERS TODAY
Bianca BestGlobal Managing Director of Blink Consulting
Nathan BarlingGlobal Evangelist SalesForce Datorama
YOUR SPEAKERS TODAY
Forward looking statement
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JULY | 2020
THE DIGITAL ACCELERATIONIMPERATIVE
Q1: What have you noticed as an agency that has shifted in terms of client need pre-and
post Covid?
Sources: Thank You For Being Late, Thomas Friedman
WE ARE IN
THE AGE OF ACCELERATION
Where technology is transforming lives exponentially and marcom is limitless in its potential
Deloitte
87%COMPANIES PREPARE OPPORTUNISTICALLY
23%MORE PROFITABLE THAN
COMPETITORS
2.5QUINTILLION BYTESOF DATA CREATEDEVERY SINGLE DAY
DIGITAL MATURITY
CATAPULTS REVENUE GROWTH
ABUNDANT GROWTH
POTENTIAL AMIDSTDISRUPTION
MORE DATATO BE HARNESSED
IN REAL-TIME
Brands that are taking advantage of thisculture of opportunity are seeing a tremendous
GROWTH ADVANTAGE
99
CUSTOMER CENTRIC BRANDS ARE LEADING THE WAY
But these stories are rare…
THE INDUSTRY OVERALL ISFAILING TO DELIVER GROWTH
Source: Forbes, May 2019
Source: Forbes, May 2019
-11.5%DECLINE IN GLOBAL 500 REVENUE GROWTH
Many companies still talkabout digital strategy as opposed to
STRATEGY FOR ADIGITAL WORLD
WHILST 87% OF COMPANIES ACKNOWLEDGE
DIGITAL TRANSFORMATION IS CRITICAL TO GROWTH,
ONLY 40% HAVE BEGUN THEIR ACCELERATION JOURNEY
Deloitte
DIGITAL TRANSFORMATION
COMPLEXITYHAS THWARTED ADOPTION
Q2: How have you seen this manifest within
Salesforce as a global platform lead in the digital acceleration space?
Marketing plans are often built a year in advance
“Everyone has a plan until they get punched in the face.”
- MIKE TYSON
Volatility forcing marketers to pivot strategies daily
Digital transformation is no longer optional
Growth Powered by Data
Importance of New Journeys
Budgetary Efficiency
The Digital Customer
Shift to Digital Channels
Widespread Reduction in Budgets
Scaling Analytics
Marketers view efforts as critical to growth
* Marketing Intelligence Report, Salesforce Research, May 2020.
Not very critical4%
Very critical47%
Somewhat critical49%
96%Critical to Growth
“Marketing Intelligence Report,” Advertiser Perceptions, February 2020.
Very aligned24%
Not aligned7%
Somewhat aligned69%
Is there stakeholder alignment within your organisation?
Q3: What changes do marketers need to
consider in effecting digital transformation agendas and building sophisticated digital
maturity?
2323
Customer Centricity
Emerging
Technology
Accelerated, Scalable Growth
Forrester
BY 2022 70% OF CUSTOMER INTERACTIONS
WILL BE ENABLED BY AUTOMATED,
INTEGRATED PLATFORMTECHNOLOGIES
•Rule 1: Deliver easy, effective and emotional customer experiences.
•Rule 2: Focus operations on things customers value.
•Rule 3: Build platforms and partnerships to accelerate and scale.
•Rule 4: Innovate at the intersection of experiences and operations.
Forrester
RAPID INNOVATION GAINS COMPETITIVE ADVANTAGE
The IoT 92%AI 78%Machine Learning 77%AR/VR 70%Blockchain 68%
83% OF CONSUMERS WANT THE ABILITY TO MOVE
BETWEEN CHANNELS WHEN ENGAGING WITH A BRAND,
BUT ONLY 50% OF COMPANIES SUPPORT
X-CHANNEL INTERACTIONS
Genesys
AND ALTHOUGH
DIGITAL MATURITYHAS TAKEN CENTRE STAGE
FEW HAVE TRANSFORMED
Source: Forbes Aug 2019, (Other)
THE CONSULTANCY INDUSTRY IS DESIGNED AROUND
THEORY NOT PRACTICE
Q4: What data sophistication can SF bring to the marketing funnel specifically in transactional
commerce?
DRIVE ALIGNMENT
MAKE SENSE OF THE CHAOS
“If you can’t explain it simply, you don’t
understand it well enough”Albert Einstein
Theoretical Physicist
*State of Marketing, 6th Edition,” Salesforce Research, May 2020.
“We can only analyze marketing performance once the campaign is over.”
“We can analyze marketing performance in real time.”
66%
34%
You need to build a connected story across all touch points
“We can only analyze marketing performance once the campaign is over.”
“We can analyze marketing performance in real time.”
66%
34%
*State of Marketing, 6th Edition,” Salesforce Research, May 2020.
15%Siloed
32%Duplicated
53%Dynamic
Customers want to move across channels without losing context. Messages should evolve across channels based on customer actions.
of customers sayif companies don’t adapt to their needs it feels like they
don’t care*
61%
Become data
st y te ers not just data
analysts
Q5: How does an agency simplify complexity and deliver rapid acceleration in today’s
Age of Acceleration?
RAPIDLY ACCELERATE
SIMPLIFY COMPLEXITY
STRATEGICALLY
IMPLEMENT
MEDIACOM’S BLINK CONSULTING A THIRD MILLENIUM CONSULTANCY
DESIGNED TO UNLOCK THE FULL POTENTIAL OF
DIGITAL ACCELERATION
[01] ACCELERATION FOR A DIGITAL WORLD
BLINK CONSULTING
[02]
PLATFORM ACTIVATION
[03]
APPLIED INNOVATION
[04]
GAINFUL INHOUSING
[05]
INTEGRATED ECOMMERCE
+ + +
[02] PLATFORM ACTIVATION
Implementation management grounded in a deep access to the world’s leading media platforms and digital transformation technologies
Design: frameworks to ensure legacy systems and lock-ins don’t limit growth
Selection: project management for vendor selection (scoping, RFI, RFP, etc.)
Migration: operational and privacy management (Salesforce, Adobe, CDP, DMP, etc.)
Training: training programs and education for the digital era (certification, etc.)
[03] APPLIED INNOVATION
Support businesses in driving growth by harnessing opportunities provided by emerging technologies and start-up innovations
Acceleration: pilot activation and integration of start-ups / scale-ups
Innovation: thought leadership connected to ‘strategy for a digital world’
Partnerships: joined business, feature incorporation and first to market
Experiential: innovation brought to life via events, webinars, tours, etc.
[04] STRATEGIC IN-HOUSING
Review impact and develop in-housing solutions that truly deliver added value by harnessing the global power and scale of MediaCom and WPP
Step 1 - Discover: capture motivations, intentions and existing pain points
Step 2 – Design: data, tech, architectural design, roadmap and RFPs
Step 3 - Develop: talent capability gaps between goals and current skills
Step 4 - Deliver: Operational activation with ongoing maintenance
[05] INTEGRATED ECOMMERCE
Design commerce solutions that unlock sustainable growth by pivoting towards digital consumers and online shopping
Strategy: business planning, objectives and development roadmaps
Technology: platform selections, audit, data and intelligence collection
Customer: LTV architecture, UX, reseller programme & funnel conversion
Adaptation: continuous optimisation via business analyses and insights
Q6: Where do see most effective results in
establishing a marketing system of record in the tri-party blend of client, platform and
agency?
83%Transactional data
Marketing Transformation Takes on a New Urgency
Number of data sources for marketers increasing by
2021(projected)
20202019
Types of data sources used by marketers:
1
81%Declared interests / preferences
2
81%Known digital identities3
“Marketing Intelligence Report”, Salesforce Research, May 2020”State of Marketing, 6th Edition,” Salesforce Research, May 2020
50% Growth
Artificial intelligence growth by marketing:
Growth in use by marketers since 2018
186%
Use by marketers to bridge online and offline experiences
73% 57%Spend at least 1 week each month integrating data
59% of Global CMOs plan to bring more media functions in-house in 2020
Infectious Media Study,Q4 2019
Marketers must evolve or risk facing extinction
Optimize to Goals
Know which creatives, messages, and campaigns
are best to reach a particular audience; Use AI to better
understand which campaigns are the most efficient at
driving outcomes
Single view of campaign performance across online and
offline interactions; Use machine learning to quickly integrate data regardless of
source
Real-time Insights and Optimization
Campaign and Connected Analytics
Use AI and scalable analytics to efficiently drive business outcomes across
all channels; Design cohesive cross-channel KPI
framework tied to goals
Desired Business Capabilities in 2020
Organizational Alignment
Scaled Artificial Intelligence Cross-channel analytics Marketing System of Record
Redirect teams to focus on revenue driving
activities; Build alignment across organization with trusted data foundation
Drive Understanding Drive GrowthDrive Efficiency
Do more with less by cutting spend in the right places and when to reinvest
Experiment and Learn to determine why certain things are working and why some are not
Optimize for growth by optimizing investment at scale for increased awareness, sales, market share, and loyalty against business goals not campaign metrics
Create a marketing system of record Connect and unify 100% of marketing data from every source into one view with clicks, not code
Optimize performance with AI insightGet actionable insights and alerts to performance adjustments that improve ROI
Align teams and stakeholdersCreate a visual experience with aligned metrics, goals, and taxonomy to collaborate as one team
Be agile and innovativeLeverage data and insight to test, learn, and innovate across all your marketing
Salesforce DatoramaComplete marketing intelligence across all your data
Start the business transformation journey today
Marketing Intelligence Report
State of Marketing Digital Advertising 2020
sfdc.co/growth-marketing-report sforce.co/marketing sforce.co/ads2020