Context activated marketing
-
Upload
scott-thomson -
Category
Marketing
-
view
236 -
download
1
description
Transcript of Context activated marketing
![Page 1: Context activated marketing](https://reader034.fdocuments.in/reader034/viewer/2022051513/54566c23b1af9fc0638b4ea9/html5/thumbnails/1.jpg)
CONTEXT ACTIVATED MARKETING
Scott Thomson (@sufood)
How Will it Affect Agencies, Marketers & Publishers & How to Get Started
OLD WORLD NEW WORLD
![Page 2: Context activated marketing](https://reader034.fdocuments.in/reader034/viewer/2022051513/54566c23b1af9fc0638b4ea9/html5/thumbnails/2.jpg)
MULTI – CHANNEL
ENTERPRISE DRIVEN
BROADCAST, CAMPAIGN BASED, PUSH
MAD MEN CONCEPTS
CUT & PASTED
INTO DIGITAL
![Page 3: Context activated marketing](https://reader034.fdocuments.in/reader034/viewer/2022051513/54566c23b1af9fc0638b4ea9/html5/thumbnails/3.jpg)
CUSTOMER DRIVEN
ALWAYS ON, JOURNEY BASED, INTERACTIVE, PULL
CONTEXT ACTIVATED
MORE ALIGNED
TO PROMISE
OF DIGITAL &
MATH MEN…
![Page 4: Context activated marketing](https://reader034.fdocuments.in/reader034/viewer/2022051513/54566c23b1af9fc0638b4ea9/html5/thumbnails/4.jpg)
INTERACTIVE AUDIENCE
JOURNEY BASED CONTENT LISTEN
PREDICT
ASSEMBLE
DELIVER
CONTENT
INGEST ENCODE
CREATIVE
MARKETER
MEDIA
PUBLISHER
SHIFT FROM MONTHS TO
MILLISECONDS
WAITING FOR TRIGGER
![Page 5: Context activated marketing](https://reader034.fdocuments.in/reader034/viewer/2022051513/54566c23b1af9fc0638b4ea9/html5/thumbnails/5.jpg)
SOURCES TARGETS OUTCOMES
CRM
Usage
POS
Ext
DWH
Data Marts
Extracts
Trends
Insights
Capacity
Marketing
Analysis
DWH
ETL BI
OLD WORLD DATA ANALYTICS (INTERNAL, HISTORICAL)
![Page 6: Context activated marketing](https://reader034.fdocuments.in/reader034/viewer/2022051513/54566c23b1af9fc0638b4ea9/html5/thumbnails/6.jpg)
REAL TIME ANALYSIS PIPELINE
SLOW DATA MATCHING
RT PREDICT MODELS
HISTORICAL DATA APIs
DWH "Big" Data
Device Data
Social Data
Site/App Data
3rd Party Data
CRM
Usage
POS
Ext
REAL TIME DATA APIs
NEW WORLD DATA ANALYTICS (OPEN, REAL TIME)
![Page 7: Context activated marketing](https://reader034.fdocuments.in/reader034/viewer/2022051513/54566c23b1af9fc0638b4ea9/html5/thumbnails/7.jpg)
Target Cust.
Segments
Digital Attribution
Results
A
B
C
CMS BI
Display
Mobile
Video/TV
Social
Search
EDM
Digital Marketing
Digital Sales
DRIVES
DRIVES
CRM
CM
![Page 8: Context activated marketing](https://reader034.fdocuments.in/reader034/viewer/2022051513/54566c23b1af9fc0638b4ea9/html5/thumbnails/8.jpg)
UNIFIED MARKETING
DIGITAL SALES
SEGMENTS OUTBOUND
DIGITAL ATTRIBUTION
INBOUND
SEGMENTS OUTBOUND
OFFLINE ATTRIBUTION
INBOUND
OFFLINE SALES
![Page 9: Context activated marketing](https://reader034.fdocuments.in/reader034/viewer/2022051513/54566c23b1af9fc0638b4ea9/html5/thumbnails/9.jpg)
CUSTOMER & CONTEXT
DATA IS THE VOICE OF THE CUSTOMER…
…CONTENT IS HOW WE REPLY
![Page 10: Context activated marketing](https://reader034.fdocuments.in/reader034/viewer/2022051513/54566c23b1af9fc0638b4ea9/html5/thumbnails/10.jpg)
HOW TO GET STARTED? Best Practice vs Current
Rapid Pilots & Evidence Based
Benefits
Stakeholder Engagement
Lean Execution
RINSE
REPEAT