Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
#evolverocks
Digital Decoupling and
Marketing Transformation
STEPHEN JENVEY – VICE PRESIDENT,
ARCHITECTURE AND STRATEGY
CA...
#evolverocks
WHERE WE STARTED: DIGITAL CHAOS…
#evolverocks
JOURNEY OVER PAST 24 MONTHS
Digital platform now enabling multi-channel experiences
#evolverocks 4
JOURNEY OVER PAST 24 MONTHS
Expanding into the digital ecosystem
5Digital For internal use only.
DIGITAL DECOUPLING
#evolverocks 6
DIGITAL DECOUPLING
Core capabilities flow information into end customer experiences
Data Disclosure Content...
#evolverocks 7
• Assets
• Content
• Templates and Components
• Analytics
• A/B Testing
• Leverage external expertise and c...
#evolverocks 8
KEY STEPS TO DECOUPLING
Defined, structured and standardized our key content assets
Content Marketing Inves...
#evolverocks 9
KEY STEPS TO DECOUPLING
Designed and developed standards and built a UX Toolkit
Standardized Digital
Style ...
#evolverocks
R1
Moved site for
Investors
(no redesign)
R2
New Service Center
for Advisors
R3
New Corporate site
• Capgroup...
#evolverocks 11
KEY STEPS TO DECOUPLING
Enabled advertising and campaign building toolkit
• Flexible, customizable templat...
#evolverocks 12
KEY STEPS TO DECOUPLING
Leverage Cloud Services and external expertise
#evolverocks 13
KEY STEPS TO DECOUPLING
Reorganized to create an Integrated Marketing function
Integrated
Marketing
Market...
#evolverocks 14
• Operating in a multi-channel world
• Customer experience is the new “Campaign”
• Content marketing roles...
#evolverocks
THANK YOU!
You’ve finished this document.
Download and read it offline.
Upcoming SlideShare
Transformational marketing
Next
Upcoming SlideShare
Transformational marketing
Next
Download to read offline and view in fullscreen.

Share

EVOLVE'16 | Keynote | Stephen Jenvey | Digital Decoupling and Marketing Transformation

Download to read offline

See how Capital Group, among the world’s oldest and largest investment management organizations, with $1.39 trillion in assets under management, became a digital marketing leader.

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all
  • Be the first to like this

EVOLVE'16 | Keynote | Stephen Jenvey | Digital Decoupling and Marketing Transformation

  1. 1. #evolverocks Digital Decoupling and Marketing Transformation STEPHEN JENVEY – VICE PRESIDENT, ARCHITECTURE AND STRATEGY CAPITAL GROUP August 31, 2016
  2. 2. #evolverocks WHERE WE STARTED: DIGITAL CHAOS…
  3. 3. #evolverocks JOURNEY OVER PAST 24 MONTHS Digital platform now enabling multi-channel experiences
  4. 4. #evolverocks 4 JOURNEY OVER PAST 24 MONTHS Expanding into the digital ecosystem
  5. 5. 5Digital For internal use only. DIGITAL DECOUPLING
  6. 6. #evolverocks 6 DIGITAL DECOUPLING Core capabilities flow information into end customer experiences Data Disclosure Content Standardized Templates, Components and Views Print Digital Tailored Customer Experiences
  7. 7. #evolverocks 7 • Assets • Content • Templates and Components • Analytics • A/B Testing • Leverage external expertise and cloud solutions to help scale knowledge and create forward looking solutions KEY STEPS TO DECOUPLING Implemented and integrated standard platform of Digital Capabilities
  8. 8. #evolverocks 8 KEY STEPS TO DECOUPLING Defined, structured and standardized our key content assets Content Marketing Investment Data Disclosure Core content sets (output agnostic) Article Graphic A/V Quote Talent Event
  9. 9. #evolverocks 9 KEY STEPS TO DECOUPLING Designed and developed standards and built a UX Toolkit Standardized Digital Style Guide Responsive Template System Reusable Content and Functionality
  10. 10. #evolverocks R1 Moved site for Investors (no redesign) R2 New Service Center for Advisors R3 New Corporate site • Capgroup.com • New branding R4 New site for Intermediaries • Advisers & research analysts • Investment/fund data • Disclosure management R7 Remaining features, such as increased personalization R5 New Investor experience 2013…2014 2015 10 KEY STEPS TO DECOUPLING Redesigned all major “owned” customer experiences R6 New site for • Institutional clients • Consultants R8 New site for Private Markets/ Private Client
  11. 11. #evolverocks 11 KEY STEPS TO DECOUPLING Enabled advertising and campaign building toolkit • Flexible, customizable templates and components • End-to-end tracking
  12. 12. #evolverocks 12 KEY STEPS TO DECOUPLING Leverage Cloud Services and external expertise
  13. 13. #evolverocks 13 KEY STEPS TO DECOUPLING Reorganized to create an Integrated Marketing function Integrated Marketing Marketing Marketing Communications Digital Shared Digital Technology Platform
  14. 14. #evolverocks 14 • Operating in a multi-channel world • Customer experience is the new “Campaign” • Content marketing roles and responsibilities • Best ways to leverage agencies at scale • Tech and operations savvy • “Integrated” information and personalization • Creating flexibility and empowering creativity with governance • Moving from a centralized to a distributed systems model TRANSFORMATION KEY CHALLENGES
  15. 15. #evolverocks THANK YOU!

See how Capital Group, among the world’s oldest and largest investment management organizations, with $1.39 trillion in assets under management, became a digital marketing leader.

Views

Total views

328

On Slideshare

0

From embeds

0

Number of embeds

2

Actions

Downloads

11

Shares

0

Comments

0

Likes

0

×