© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL SapientNitro SM Multi-channel and the convergence of marketing, commerce and customer service
Oct 30, 2014
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
SapientNitro
SM
Multi-channel and the convergence of marketing, commerce and customer service
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
THAT TECHNOLOGY AFFECTS THE CONSUMER-BRAND RELATIONSHIP
IS NOTHING NEW…
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
ONLY 4 OUT OF 100 AMERICANS UNDER THE AGE OF 50 CAN REMEMBER THE
NAME OF SOMEONE AT THEIR BANK
Where is the love?
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
THE ATM CHANGED EVERYTHING...
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
THAT TECHNOLOGY AFFECTS THE CONSUMER-BRAND RELATIONSHIP
IS NOTHING NEW…
…but now it’s changing the consumer fasting then the brands can keep up
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
THE LOCUS OF CONTROL HAS SHIFTED FROM THE BRAND TO THE
CONSUMER…
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
MASS MARKETING, circa 1950s
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
MASS MARKETING, circa 1950s
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
MERCHANDISING & COMMERCE, circa 1950s
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MERCHANDISING & COMMERCE, circa 1950s
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CONSIDER THIS…
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
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© COPYRIGHT 2010 SAPIENT CORPORATION
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
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© COPYRIGHT 2010 SAPIENT CORPORATION
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
IMAGINE…
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
© COPYRIGHT 2010 SAPIENT CORPORATION
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
What use to be this….
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Is now this
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL Internet map, opte.org
TECHNOLOGY
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© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
BRAND
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BRAND MOMENTS
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The challenge for brands is to create technologically enabled, compelling that culminate in lasting, CONSUMER-BRAND RELATIONSHIPS.
MOMENTS
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
WHY DON’T WE SEE (MORE)
EXAMPLES LIKE THIS, YET?
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
MOST COMPANIES ARE STILL ORGANIZED IN AN ‘UPDATED’
VERSION OF THE 1950’s
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
ONLINE SHOP
eCommerce Group
DEALER/RETAIL SITE
Store Operations/
Dealer/ Franchisee
SUPPORT SITE
Customer Service
Department
BRAND SITE/ONLINE ADS
Digital Marketing
Department
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL 34
$70 BILLION
COMCAST REPORTS 62% OF THEIR VIEWERS HAD
TIME-SHIFTED A TV SHOW
THAT JUMPS TO 83% FOR THOSE 25 OR
YOUNGER
64% OF AMERICANS GET SOME, MOST OR ALL OF THEIR TV CONTENT ONLINE
SOON THERE WILL BE NO DIFFERENCE BETWEEN TRADITIONAL AND ONLINE TV
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL 35
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© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
BRAND SITE/ONLINE ADS
Digital Marketing
Department
TRADITIONAL ‘BOUGHT’ MEDIA
Media Planning/ Marketing
Department
Customer Engagement Department
ONLINE SHOP
eCommerce Group
DEALER/RETAIL SITE
Store Operations/
Dealer/ Franchisee
SUPPORT SITE
Customer Service
Department
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL 39 39
© COPYRIGHT 2010 SAPIENT CORPORATION
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© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
SO, WHAT TOOLS DOES THE CUSTOMER ENGAGEMENT
DEPARTMENT NEED?
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
MULTI-CHANNEL CONTENT DELIVERY
CHANNEL/DEVICE-SPECIFIC PRESENTATION MANAGEMENT
CHANNEL-AGNOSTIC CONTENT MANAGEMENT
CONTEXT-AWARENESS AND CONTENT-TARGETING
MARKETING CAMPAIGN MANAGEMENT
CREATIVE WORKFLOW TOOLS
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
CROSS-CHANNEL EXPERIENCE MANAGEMENT, ANALYTICS & OPTIMIZATION
CONTEXT-AWARENESS AND CONTENT TARGETING
CUSTOMER DATA & IDENTITY MANAGEMENT
MERCHANDISING MANAGEMENT
COMMERCE/TRANSACTIONAL SYSTEM INTEGRATION
AD-SYSTEM INTEGRATION
46 © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL
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