Marketing in the Engagement Economy

Marketing in the Engagement Economy

Shar VanBoskirkVP and Principal AnalystForrester Research, Inc.

Matt ZilliVP, Product & Segment MarketingMarketo

BuildBrand

GrowRevenue

ProveImpact

Growing Customer Expectations

only consider brands that show they understand and

care about ‘me.’

(Wunderman)

79%

say the best brands exceed expectations across the

entire customer journey.

(Wunderman)

64% 70%

of buying experiences are based on how customers feel they're

being understood.

(McKinsey)

Email Web Mobile Social Ads

Expanding Customer Touch Points

More Informed Buyers

of buyers conduct research online during

the buying process. (Accenture)

94%

7© 2016 Forrester Research, Inc. Reproduction Prohibited

How has technology changed you?


Technology has: Created entitlement. Added stress. Adjusted our values.


Source: Forrester’s North American Technographics® Online Benchmark Survey, Q3 2011, Base: 57,751 US online adults 18+Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015; Base: 61,222 US online adults 18+

We are always addressable

51%2011

62%2015

The expectation that I can get what I want

in my immediate context and moments of need.

© 2015 Forrester Research, Inc. Reproduction Prohibited 11

Decisions create stress

“I was slightly stressed out about what to make for

dinner this week.”

“I feel very stressed, rushed and under

pressure at all times to make the best decisions.”

“If there had been a resource that could have helped us, it would have relieved some worry.”

“I wish I didn't feel so bad about my

decision.”

“In the past I have rushed choices and then regretted them afterwards, usually

after doubting myself at the time.”

“I felt tired, dizzy and fed

up about having to decide.”

“I felt hurried and I wasn't happy that I had

quite a few choices.”

“I was slightly stressed out about what to make for

dinner this week.”

“I feel very stressed, rushed and under

pressure at all times to make the best decisions.”

“If there had been a resource that could have helped us, it would have relieved some worry.”

“I wish I didn't feel so bad about my

decision.”

“In the past I have rushed choices and then regretted them afterwards, usually

after doubting myself at the time.”

“I felt tired, dizzy and fed

up about having to decide.”

“I felt hurried and I wasn't happy that I had

quite a few choices.”


“When trying to concentrate on a task, an unread email in your inbox can reduce your effective IQ by 10 points.”

-Dr. Daniel Levitin

Digital makes it worse

23%

15%


For businesses this means:

A need for immediacy. Brand democratization. Data proliferation.

Technology is smart and cheap


We have entered a different era for business

InstitutionsCustomers

Information

Price LocationTechnology


Most businesses aren’t ready

ENGAGEMENT ECONOMY

This new world is the

And it’s here today

ENGAGEeach personintelligently

LEARNfrom behaviors

+ adapt

LISTENacross channels+ touchpoints

Digital Transformation


Make your customer the center of your total operating model.

Forrester calls this:Customer Obsession.


Customer obsessed businesses shift:

Customer led

Insights driven

Fast

Connected

FROM

Customer aware

Data rich

Perfect

Siloed

TO


Customer led

Insights driven

Fast

Connected

Structure

Culture

Talent

MetricsProcesses

Technology

Apply these four operating principles across six levers

Structure

Culture

Talent

MetricsProcesses

Technology


31 mentions of the “customer” in letter to shareholders

2 of 5 strategic priorities are customer-focused

Training makes customers the center of every role

Bank of Montreal puts the customer at the center of its business


Image


Marketers: catalyze a post-digital mindset.


∞ 1 :

Pre-digital


1 : 1

Digital


1 : Moment

Post-digitalCompare

car models

Find dealersnear me

Take atest drive

Sign the contract

Plan my first road trip

Order parts


Human Helpful Handy


Employees become brand ambassadors


To summarize:

Technology has changed customer behaviors and values.

This redefines business requirements and competitive strategy.

Work to become customer obsessed

Marketing can help with new rules for your brand: Be human, helpful, handy.


4. Lead the change.

2. Manufacture customer moments.

1. Adopt a post-digital mindset.

3. Engage with context.


What will you start, stop, and continue doing now?

MARKETO ENGAGEMENT PLATFORM

MARKETO APPS PARTNER APPS

AUTOMATION ANALYTICS ADAPTIVE

CUSTOMER DATA & IDENTITIES

ENGAGEMENT APPS

ENGAGEMENT HUB

Thank you!

Shar VanBoskirkVP and Principal AnalystForrester Research, Inc.

Matt ZilliVP, Product & Segment MarketingMarketo

Marketing in the Engagement Economy

Technology

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