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Welcome to the era of context marketing Stop marketing better— start marketing differently DEMAND MORE PERSONALIZATION White paper // Welcome to the era of context marketing Contents The importance of context�������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������� 2 The next era of marketing��������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������� 2 The challenge of siloed systems��������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������� 4 Context marketing requirements������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������� 4 Summary: The path to context marketing������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������� 5 About Sitecore�������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������� 6 Published 11/15. © 2001-2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. This document may not, in whole or in part, be photocopied, reproduced, translated, or reduced to any electronic medium or machine readable form without prior consent, in writing, from Sitecore. Information in this document is subject to change without notice and does not represent a commitment on the part of Sitecore. 1 White paper // Welcome to the era of context marketing By Michael Seifert, Sitecore CEO Adapted from an October 2015 blog post of the same title Research in the area of customer experience1 should give marketers everywhere a wake-up call. Marketers must truly become customer centric and move beyond a “one size fits all” approach to deliver relevant experiences that engage each individual. This isn’t as much a call to “do things better” but rather one to “do things differently.” Marketers must transform the sum of all interactions between a consumer and their brand— across digital and physical environments—into experiences that meet customer expectations and are meaningful and memorable enough to warrant further engagement. At Sitecore, we’ve been stressing the importance of owning and managing the customer experience since 2009. The importance of context But how do you create a “meaningful experience” when different customers or prospects define “meaning” in as many ways as there are individuals? The answer lies in “context.” The importance of context is validated in both psychology and advertising research. Rory Sutherland, vice chairman of Ogilvy Group UK, said in his presentation to Newsworks’ Shift 2015 conference,2 “Context affects our decisions to a far greater degree than we realize.” What this means for the marketer was best illustrated when he said: “I would argue, having spent 25 years in advertising, that most brands in a sense don’t really have a target audience; they have a target context. I think actually who you sell to is probably less important—certainly in demographic terms—than the moments at which people are prepared to do something.” — Rory Sutherland The only way you can effectively manage a positive customer experience is to do so in context of that customer’s previous interactions with your brand, and to deliver that experience 1 2 Don’t they know I’m their customer? The downside of blind retargeting I enjoy the experience of buying a new product much more than actually receiving it. The timespan between desire and fulfillment reminds me of when I was a kid and could not wait to open my Christmas presents. Over the past decade, psychology research has shown that experiences bring people more happiness than do possessions. This summer, I bought myself a new compact camera so that my vacation photos would be higher quality than a mobile phone can deliver. In the months following my purchase, the vendor was still retargeting me online with ads to buy a new camera. After a week of this, I began to get slightly annoyed. I was expecting the vendor to interact with me in a way that recognized I was now a customer. I was expecting reciprocation. just at the time when the customer needs it. Referring to my camera experience (see "Don't they know I'm their customer" sidebar above), for example, it would have been a much better experience for me to receive ads from the vendor for lenses, or filters, or camera bags and straps—but not for a camera that I’ve already purchased. The next era of marketing We call this context marketing, and I believe it’s the next evolutionary era of marketing. Allow me to offer a definition: Context marketing is the ability to deliver the right content or experience to the right person, in the right place, and at the right time based on the sum total of that person’s past brand interactions and current needs. “The Ultimate Marketing Machine,” Harvard Business Review, July–August 2014. Newsworks Shift 2015 videos. 2 White paper // Welcome to the era of context marketing Delving into this definition, “the sum total” could very well provide a single view of the customer, a phrase already loaded with meaning. you’re marketing to, it’s a target context—the individual customer’s place at that particular moment in his or her overall journey with your brand. To many people, a “single view” means knowing the name, age, gender, household income, hobbies, and more about a customer. But to a marketer, the “single view of the customer” must encompass every interaction across both digital and physical environments—creating a virtual tsunami of customer data. After all, it’s not simply a target audience To be relevant, marketers need to capture every interaction between each individual customer and their brand. Think of this as a virtual timeline or customer journey for every person; one that records each and every interaction they engage in with that brand. Context marketing glossary Ten terms to know if you’re in or support a digital marketing team Content management (CM): A content platform built from the ground up to support a seamlessly integrated set of marketing systems. Content management system (CMS): A software platform that allows users to seamlessly create, edit, review, and publish digital content. The cornerstone for experience management platforms. Also referred to as a web content management (WCM) system. Content marketing: A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearlydefined audience—and, ultimately, to drive profitable customer action.1 Context: The interrelated conditions in which something exists or occurs.2 Context marketing: The ability to deliver the right content or experience to the right person, in the right place, and at the right time based on the sum total of that person’s past brand interactions and current needs. Contextual intelligence: Real-time insights via a single database that help a brand know its customers in complex detail to conduct highly personalized interactions—online and even offline—down to the individual level. Customer experience (CX): The result of an interaction between a brand and a customer during the journey of their relationship and its touchpoints. Experience management platform: A software solution that provides an optimized, multichannel sales and marketing experience to consumers at the many stages of their brand interactions. Omnichannel automation: Marketing technology that enables marketers to orchestrate engagements over time, over multiple channels, providing a seamless, contextual experience for the customer whether they are on a mobile device, a social platform, reading email, in a store, interacting with an app, or reading a printed catalog. Omnichannel automation allows a brand to coordinate its interactions with customers so that it’s reaching out right at the best moment—when the individual consumer wants it. Personalization: The process of providing a suitable experience and related content for the needs of a particular person more effectively and efficiently across multiple touchpoints and channels. 1 2 “What is Content Marketing,” Content Marketing Institute. “Context,” Merriam-Webster.com. 3 White paper // Welcome to the era of context marketing The challenge of siloed systems The reality, though, is that most marketers don’t have a platform to solve the context marketing problem. It is the rule, not the exception, for the average marketing department to use more than 12 different digital marketing tools, and some are using more than 31.3 Each of these tools holds its own silo of customer information, and each tool collects data only from the channel on which it operates—email, for example, or a mobile app, or a social channel. The task to connect all of this marketing technology, and to further enrich it with your brand’s customer data seamlessly, is almost inconceivable; not even a band of skilled data scientists can do so in a meaningful manner. It’s a given that in order to reap the true benefits of context marketing, we must be able to act on data quickly and efficiently. You will need to know every customer and have the ability to shape experiences in real time and at scale regardless of what channel the customer is on. In pursuit of the unattainable “seamless database of rich customer information,” almost every CMO I have met has built at least one of their own customer databases, consolidating data from their company’s multiple digital marketing and other customer systems. This database is then used to gain some insight into the ROI of campaigns, typically by attribution analysis and, in turn, partial understanding of how to invest marketing budgets. But any insight that this custom database can impart is after the fact; the data is stale, can’t be easily segmented, and is too complex for meaningful analysis by anyone who isn’t a data scientist. Likewise, customer data from homegrown databases cannot be used to deliver real-time contextual experiences. Nor is this data very useful outside the marketing department. For example, the head of sales can’t readily use the data to understand how various interactions between sales and customers affect short- and long-term buying behaviors. Nor can the heads of strategic planning, finance, or service and support take advantage of it. Context marketing requirements It’s a given that in order to reap the true benefits of context marketing, we must be able to act on data quickly and efficiently. You will need to know every customer and have the ability to shape experiences in real time and at scale regardless of what channel the customer is on. This requires three key technologies: 1. Contextual intelligence—enabled by a big data experience repository that holds the totality of interactions for every customer and (anonymous) prospect and makes that data available in real time, at scale, to any application as well as providing analytical insight into its meaning. An experience repository provides a true single view of the customer, providing marketers with contextual intelligence about customer interactions that span a multitude of online and offline touchpoints. This enables marketers to contextualize their interactions with customers, allowing them to focus on the art and craft of marketing, and less on its tedium. Furthermore, an experience repository allows the brand as a whole to gain increasing knowledge on the connection between customer experience, lifetime customer value, and company revenue. A brand will easily be able to answer, with pinpoint accuracy, critical questions such as: ■■ ■■ ■■ “What is the downstream revenue impact of customers who call support about defective products?” “How much time on average passes between camera purchases and when is the customer ready to be upsold with accessories or even a new camera?” “When the term of a car lease is complete, how likely is it that this individual customer will buy out the lease or return the car and lease a new one?” “Too Many Tools? New Data on the Complexity of Marketing Technology” by Jami Oetting, Hubspot Agency blog post. 3 4 White paper // Welcome to the era of context marketing 2. Content management—a content platform built from the ground up to support a seamlessly integrated set of marketing systems. When content management is integrated with the contextual data repository, it’s possible to get the right content and experience to the right person, in the right place, and at the right time based on the sum total of that person’s past behaviors and current needs. In my camera experience (see “Don’t they know I’m their customer?” on p. 2), for example, a how-to guide on when to use which lenses and why would have been more welcome than more camera content. Another requirement for content management systems to deliver context marketing lies in the way content is presented and personalized to customers to create engaging real-time online experiences across every channel of interaction: mobile, web, social, email, in-store, apps, and more. This system must be able to store all types of content, in components rather than pages, and separate content from its presentation and channel. Only then can the content, when called upon, be assembled in the best way for the customer’s profile, their past interactions, and their current context such as device and geolocation—all on the fly. That’s marketing in context. 3. Omnichannel automation—once you have contextual intelligence and content management, the last requirement is orchestrating the customer experience over time. Think of this as your marketing automation but delivered across all channels and interactions (not just email), and supplying you with contextual intelligence insights to make the right (automated) decisions. Omnichannel automation can especially leverage machine learning, a scientific discipline that lets computers learn from data. It promises to take context marketing to new heights. This is bound to put an end to, for instance, manual lead scoring (and the guessing involved in such), instead sifting through the experience repository to automatically determine the most relevant indicators that a prospect should become an MQL, for example, or be ripe for receiving a certain offer. Summary: The path to context marketing Knowing every customer in context of their interactions with your brand (contextual intelligence), aligning the totality of your content for personalized delivery based on your customer’s context (content management), and automating the experience in real time across channels (with omnichannel automation) are the three key capabilities that define and enable context marketing. If you can’t do all three in real time, context marketing cannot be truly achieved. Sitecore provides enterprise-class technology that makes context marketing readily attainable for marketers who are looking for a better way to own and manage the experience they deliver customers. In doing so, we offer an alternative approach to silos of digital marketing and homegrown databases, allowing marketers to get the complete picture that context marketing enables. Context marketing empowers marketers to know every customer, shape every experience, in real time, and at scale. As we evolve as a company and continue to deliver on our vision, “context” is the prevailing concept. It keeps all of us at Sitecore focused on a single goal: to allow marketers to “own the experience” to win loyal customers—the ultimate goal of every company and brand. Michael Seifert is Sitecore’s CEO. A programmer from the age of 11, he started his first IT company at age 15. He completed his Master’s Degree in Computer Science and Human Computer Interaction (Copenhagen University) and went on to pursue advanced technical work with several Silicon Valley entrepreneurial companies in the US. In 2001, along with four fellow technologists, Michael founded Sitecore and introduced a product with functionality and appeal that was completely disruptive in the market and which has evolved to be a market leader today. 5 White paper // Welcome to the era of context marketing About Sitecore Sitecore is the global leader in experience management software that enables context marketing. The Sitecore® Experience Platform™ manages content, supplies contextual intelligence, and automates communications, at scale. It empowers marketers to deliver content in context of how customers have engaged with their brand, across every channel, in real time. More than 4,600 customers—including American Express, Carnival Cruise Lines, easyJet, and L’Oréal—trust Sitecore for context marketing to deliver the personalized interactions that delight audiences, build loyalty, and drive revenue. Visit us at sitecore.net 6