SDL CEO: Innovation and adaptability vital to addressing changeable consumer

Head of the billion-dollar global digital customer experience management technology company discusses the importances of listening to customers in modern marketing

In order to survive globalised digitalisation, organisations must not only be innovative, but adapt and respond to changing consumer behaviour in a localised, contextual way, SDL CEO and founder’s claims.

Thankfully, this is easier today than it has been historically for marketers, according to Mark Lancaster. Before the digital age, marketing budgets were allocated but it was a lot harder for CMOs to really listen and analyse customer behaviour to determine the value of their efforts.

"Now it is far more precise," he told CMO during the vendor’s recent Innovate roadshow in Sydney. "With innovations in digital marketing, CMOs can really adapt and leverage their marketing strategy."

Some markets are doing it better than others. Lancaster found the Chinese marketplace particularly fascinating to look at, pointing out that marketers there are building digital infrastructure effectively because they didn't have any legacy infrastructure to deal with.

"They were able to go immediately to the digital channel," he said."In China, social media and influencer-driven purchases, digital media interactions, ecommerce purchases and just general commerce spending is massive. They're of course coming across problems, but solving them far more quickly than the rest of the world."

For SDL, adapting and responding to consumer behaviour requires an integrated solution, and the vendor has been pulling together Web content management, customer analytics, social engagement, ecommerce optimisation, document management online solutions into its platform, all with a language backbone.

"Businesses can run campaigns globally, they can create content and adapt in on a global basis," Lancaster said. "It's about providing an integrated platform that really helps businesses manage their digital marketing channel."

Marketing is increasingly investing in content to build customer connections, but for Lancaster the first step is to continually analyse what customers, prospects and partners are actually doing.

"That means firstly, for every campaign that you run, you need to know how people have responded to that campaign," he said. "View and analyse the customer journey, find out where did it break, what did they look at and for how long, and then what was the outcome of that."

Social listening is a vital step in this process and Lancaster said SDL also has a sharp focus on customer views expressed through social channels.

"The volume of social postings are far too large for any business to really look through and gain insights from that on a real-time basis," he said. "We provide technology that allows businesses to analyse all their posts and then from that understand where the customers have responded.

"We then combine that with Web analytics, customer analytics and then apply that to ecommerce optimisation and Web content creation."

Another big area of focus for SDL is the local impact of digital marketing. In order for global brands to create locally relevant campaigns, SDL's customer experience platform integrates technology called blueprinting, which Lancaster said allowed marketers to replicate the fundamentals of a campaign. It also enables users to customise elements of the campaign to suit a local market and local language.

"Say you're running a campaign to sell sport gear or T-shirt promotion - if you were selling that in the UK and Australia, you can direct that towards a mutually enjoyed sport like cricket, and target an event like The Ashes," he explained. "Whereas if you were doing it to an American, rather than having a cricketer in the image, you'd have a baseball player.

"You maintain the brand, but have slightly different subtleties in how you are presenting that. You can look at factors like the local events, culture, different weather and tailor your campaign automatically, so that you can feed the right selection of images into the campaign to meet local market expectations."

Locally, SDL's customers include Jeanswest and Rebel Sports. Global retailers such as ASOS as well as traditional brands like Hewlett Packard, HP, Canon and Nikon are also part of the vendor’s growing client list.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in