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Alterian - Changing Customer Expectations - Customer Centricity Conference, Singapore 2010
 

Alterian - Changing Customer Expectations - Customer Centricity Conference, Singapore 2010

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David Eldridge, Alterian CEO, explores how customers' expectations are changing, and what this means for marketers

David Eldridge, Alterian CEO, explores how customers' expectations are changing, and what this means for marketers

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  • Because marketing as we have known it is dead : the consumer has outgrown the marketer, and the marketer has so far failed to respond in a timely or effective manner.It is a paradigm shiftNew channels put the consumer in controlGet information when they want information web critical hereBlock information flow if they want Hit the spam button, register on various do not contact lists, unsubscribeShare information with each other very effectively Power of peer review and social media is staggeringMuch higher expectation of relevanceMuch lower tolerance to interruptionAs evidenced by lower and lower response rates to traditional marketing activityThink about it, here are a few statistics :
  • What are you, and if you’re an provider of services to marketers, what are your clients doing about it?
  • Maybe saying Marketing is Dead is a little dramaticBUT Marketers need to take a new approach to engaging with their audience as the old approach is in rapid decline. They need to : Understand the consumer – as an individualCreate relevant contentDeliver relevant content at each touchpoint based on behaviourWe are using the term Customer Engagement for this activity
  • From Mass Marketing to Mass Engagementat an individual level, with millions
  • From Mass Marketing to Mass Engagementat an individual level, with millions
  • A great number of marketers are like rabbits in the headlights– they are being bombarded from every direction – need to demonstrate clearer and higher ROI rapid growth of web as arguably THE most important interaction point and the requirement to wrestle control from ITwhat on earth is all this social media stuff anyway and how can it be harnessed in marketing effortsAnd so on. For sure it is a journey that marketers are on. And everyone has a starting point on the journey.We see many marketers currently grappling with things like :Bring together good DM principles with your websiteCombine your website and email activitiesListen and respond to social mediaThe ultimate aim being to integrate it together around a single data infrastructure- Lets face it the consumer expects to be communicating effectively with an organisation irrespective of channel
  • There is plenty of evidence that marketers are looking for effective starting points to address these challenges.Here is some data from an event we ran recently in London. Making the Web an effective engagement channel, and addressing Social Media, are critical starting points for many marketers.
  • Particularly looking at the web site then : 89% said individualisation relevant or critical to them or their clients
  • Our recent survey identified that there is a long way to go in considering the web as an integrated communication channel with 61% of marketers not using web data alongside other customer data.
  • In response to this need, we are seeing the emergence of :Technology to support this journeyBut an issue is the starting point – individual direct communication vs web site design vs enterprise search etcWe believe this is all about the individual, and the practices of direct marketing need to be applied across all channels and touch pointsService providers to support the journeyCustomer engagement agencyCombining Strategy (data & analytics), Creative and Execution at an individual level Again, what is the best starting point? DM Agencies? Interactive Agencies? Certainly seem to us to be being used as the Trojan Horse by the big networks.Currently only 4% of respondents to our latest annual survey work with a single agency for their direct and digital marketing requirements. How does that translate to a customers experience of the brand across multiple channels?At Alterian we believe that this rapid transformation is a fantastic opportunity for the industry to develop and respond. We are investing heavily in delivering the most powerful platform to support this journey. As well as our organic development over the past years, we have added Mediasurface (WCM -> web analytics for the direct marketer, with knowledge of content -> web site optimization), most recently TechrigySM2 to make social media a core aspect of any campaign or engagement.

Alterian - Changing Customer Expectations - Customer Centricity Conference, Singapore 2010 Alterian - Changing Customer Expectations - Customer Centricity Conference, Singapore 2010 Presentation Transcript

  • Changing Customer Expectations David Eldridge, Alterian 3rd August 2010 Singapore
  • Marketing is Dead
  • 1 out of 8 couples married in the U.S. last year met via social media Source: McKinsey Study also posted by David Dalka
  • 1 out of 8 couples married in the U.S. last year met via social media Source: McKinsey Study also posted by David Dalka If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia Source: Facebook
  • 1 out of 8 couples married in the U.S. last year met via social media Source: McKinsey Study also posted by David Dalka If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia Source: Facebook The fastest growing segment on Facebook is 55-65 year-old females Source: Inside Facebook Blog`
  • 1 out of 8 couples married in the U.S. last year met via social media Source: McKinsey Study also posted by David Dalka If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia Source: Facebook The fastest growing segment on Facebook is 55-65 year-old females Source: Inside Facebook Blog` 80% of Twitter usage is on mobile devices…people update anywhere, anytime…imagine what that means for bad customer experiences? Source: Attempting to Relocate
  • 1 out of 8 couples married in the U.S. last year met via social media Source: McKinsey Study also posted by David Dalka If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia Source: Facebook The fastest growing segment on Facebook is 55-65 year-old females Source: Inside Facebook Blog` 80% of Twitter usage is on mobile devices…people update anywhere, anytime…imagine what that means for bad customer experiences? Source: Attempting to Relocate 25% of search results for the World’s Top 20 largest brands are links to user-generated content Source: Marketing Vox and Nielsen BuzzMetrics SES Magazine June 8 page 24-25
  • 1 out of 8 couples married in the U.S. last year met via social media Source: McKinsey Study also posted by David Dalka If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia Source: Facebook The fastest growing segment on Facebook is 55-65 year-old females Source: Inside Facebook Blog` 80% of Twitter usage is on mobile devices…people update anywhere, anytime…imagine what that means for bad customer experiences? Source: Attempting to Relocate 25% of search results for the World’s Top 20 largest brands are links to user-generated content Source: Marketing Vox and Nielsen BuzzMetrics SES Magazine June 8 page 24-25 Only 18% of traditional TV campaigns generate a positive ROI Source: “Marketing to the Social Web,” Larry Weber, Wiley Publishing 2007
  • 1 out of 8 couples married in the U.S. last year met via social media Source: McKinsey Study also posted by David Dalka If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia Source: Facebook The fastest growing segment on Facebook is 55-65 year-old females Source: Inside Facebook Blog` 80% of Twitter usage is on mobile devices…people update anywhere, anytime…imagine what that means for bad customer experiences? Source: Attempting to Relocate 25% of search results for the World’s Top 20 largest brands are links to user-generated content Source: Marketing Vox and Nielsen BuzzMetrics SES Magazine June 8 page 24-25 Only 18% of traditional TV campaigns generate a positive ROI Source: “Marketing to the Social Web,” Larry Weber, Wiley Publishing 2007 24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news, the news finds us Source: Yahoo Finance
  • 90% of consumers trust peer recommendations Source: July 2009 Nielsen Global Online Consumer Survey
  • 90% of consumers trust peer recommendations Source: July 2009 Nielsen Global Online Consumer Survey Only 14% of consumers trust advertisments Source: “Marketing to the Social Web,” Larry Weber, Wiley Publishing 2007
  • 90% of consumers trust peer recommendations Source: July 2009 Nielsen Global Online Consumer Survey Only 14% of consumers trust advertisments Source: “Marketing to the Social Web,” Larry Weber, Wiley Publishing 2007 90% of people that can TiVo ads, do Source: Starcom USA-TiVo
  • 90% of consumers trust peer recommendations Source: July 2009 Nielsen Global Online Consumer Survey Only 14% of consumers trust advertisments Source: “Marketing to the Social Web,” Larry Weber, Wiley Publishing 2007 90% of people that can TiVo ads, do Source: Starcom USA-TiVo
  • Old Marketing is Dead New marketing is Customer Engagement
  • Old Marketing is Dead New marketing is Moving from Mass Marketing toMass Engagement, at an Individual Level, with millions
  • The Consumer is in the driving seat Major social change in the way consumers listen to and engage with brands Sobering need for brands to re-establish trust with consumers that have been empowered through the use of technology to interact online Permanent societal and technological changes, social media is one manifestation Consumers want to interact, not just passively receive messages from mass broadcast and one way communication to listening, Move understanding and engaging on an individual level – challenge and an opportunity
  • Brands at Risk Building relationships with your customers in an era of social change Primary research with 3,551 respondents across Australia, Singapore, UK, US Research carried out within past 6 weeks for Australia (1,045 respondents) & Singapore (506 respondents)
  • Trust There is an urgent need for brands to re-establish trust with empowered consumers Sing Aus UK US All (n=506) (n=1,045) (n=1,000) (n=1,000) (n=3,551) Companies are only 55% 69% 62% 54% 61% interested in selling products or services to me, not necessarily the product or service that is right for me Trust advertising 7% 5% 4% 6% 5% Trust what the company says 6% 7% 9% 8% 8% about itself Trust companies to act with 22% 9% 7% 10% 11% their best interests in mind
  • Engagement Consumers want to interact Sing Aus UK US All (n=506) (n=1,045) (n=1,000) (n=1,000) (n=3,551) Positive interest in being 91% 83% 78% 86% 84% involved by companies in the development of products and services More likely to tell others about 87% 85% 79% 85% 84% the company More likely to tell others about 91% 88% 81% 88% 86% the product/service Impact on customer experience 85% 84% 69% 80% 79% if companies took time to learn more about your interests and needs Approve of companies 78% 37% 33% 48% 45% communicating with you using social media
  • Channels Major social change in the way consumers listen to and engage with brands Sing Aus UK US All (n=506) (n=1,045) (n=1,000) (n=1,000) (n=3,551) Regularly use social media 76% 61% 53% 64% 62% Internet is first port of call when 58% 67% 87% 74% 73% comparing products or services prior to purchase
  • Barriers Skills and Roadmap
  • Only 25% of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketing/customer engagement strategy.... Source : Alterian Annual Survey 2009
  • Only 25% of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketing/customer engagement strategy.... Only 17% of respondents considered most or all of their existing marketing staff have the necessary skills required to take advantage of new marketing or customer engagement strategies.... Source : Alterian Annual Survey 2009
  • Barriers Technology & Services
  • Source : May 2009 survey of approximately 70 senior executives from marketing service providers and marketing agencies conducted by Alterian in London
  • Source : May 2009 survey of approximately 70 senior executives from marketing service providers and marketing agencies conducted by Alterian in London
  • 61% of marketers do not integrate web analytics data with any other customer data .......... Source : Alterian Annual Survey 2009 Source : May 2009 survey of approximately 70 senior executives from marketing service providers and marketing agencies conducted by Alterian in London
  • •Integrated marketing platform •Analytics at its core •Driving “any channel” Brands • Emergence of a new category • Customer Engagement Agency • Combining Strategy (data, engagement, initial key channels analytics), Creative, Execution web, email, social media, direct • MSPs, Agencies, even Sis mail reaching out for this new •Single data infrastructure (real approach time, analytics, content) Technology Service Platform Providers
  • Agencies take note We’ve hinted before that agencies that can’t transition from pushing out messages to nurturing customer connections aren’t long for this world. Agency readers, heed our warning. Services firms that lack data management, analytics, listening, social media execution and strategy expertise will dry up.” - Forrester Research Inc, 2009
  • Barriers A few thoughts Be under no illusion – the world has changed - immerse yourself in the new world Engage with experts – CEAs Develop a roadmap – and take gradual steps from your starting point But have a vision to work to in the medium term – don’t let new initiatives be separate from mainstream marketing for long Ensure you are in control of access to technology – this underpins all customer engagement activities
  • Best Western Hotels 270 hotels, 18,500 employees From : Disparate database/analytics and email platforms, insufficient customer understanding, difficulty in delivering tailored messages To : Integrated platform creating customer profiles, customer journeys and trigger points and immediately executing tailored messages by combining many different content items and third party content in real time. Up to 10 triggered campaigns a day. Over 4m combinations of email message. Results : Open rates up to 85%, click through rates up to 40%, points claimed up 540%
  • Global Crossing IP & Ethernet services, 700 carriers rely on Global Crossing Engaging in Social Media : Monitoring flags people asking about GC products or services – sales prospecting and customer services Reports covering numerous categories or topics, like products, services, campaigns, trade shows, competitors - delivered to marketing, corporate comms, competitors intelligence, customer service Drives individual engagement and future strategies : See whats going on, learn from what is being said. Measurement of volume of people talking, what their clout is, looking at –ve/+ve ratio, helps understand impact of communications and shape future strategies
  • Learn Direct e-teaching organisation, 6.6m courses, 2.4m enrolments Building a “living” web presence : Powerful web engagement solution Puts content delivery and customer journey in the hands of the business not IT Keeps content fresh and relevant Drives out costs on support Enables consumers to interact in their own way : Closer integration of on-line communities for study groups Easy access to lectures and support services Guided transition through tiered learning Consumers communicate and consume in their own way
  • Anderson Cancer Center 90,000 patients per annum, 18,000 staff, 9 sites Listening to social media : Monitor brand, campaigns, topics such as it’s clinical trials. Identify and respond to customer service comments Identify key influencers in the cancer community Drives effective engagement with the cancer community and wider public : Build relationships with key influencers Improving patient relationships and customer service by resolving issues or concerns Refining SEO strategy Evaluating campaigns e.g. Monitoring a key PR/Social campaign and tracking click backs – found social activity drove a 9.5% increase in patient referrals in 3 months
  • Hear from some experts........
  • Old Marketing is dead long live Customer Engagement Major social change in the way consumers listen to and engage with brands Sobering need for brands to re-establish trust with consumers that have been empowered through the use of technology to interact online Permanent societal and technological changes, social media is one manifestation Consumers want to interact, not just passively receive messages from mass broadcast and one way communication to listening, Move understanding and engaging on an individual level – challenge and an opportunity
  • THANK YOU! UK/EU: +44 (0) 117 970 3200 | NA: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449 Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: Alterian_plc Slideshare: Alterian | YouTube: engagingtimeslive | Facebook: The Real Alterian