17. http://promo.verticportals.com/danskebank (login: verticir)
Have rich-media in the first
instance to give generic high
level benefits, and introduce the
value proposition
Center
Then use sliding bars and
interactive needs-analysis to
segment and qualify user’s
priorities. Subsequent content
dynamically changes per the
user’s answers.
25. = Identifying areas of opportunity
Social
Media CNA = Customer Needs Analysis
Monitoring
COMPETITOR = Digimind
SMM = SDL SM2 / Radian6
SEA = SEMrush, SEOmoz
Demand
&
Supply
CNA* Social Assets
Combined analysis of Search Analysis of company owned
demand and user generated digital social media assets
content
DIGITAL IQ
Supply
Demand
Search Engine Competition and
Analysis SEO
Mismatch between Search
Third Party
demand and digital assets Analysis
26. Siemens’s situation External challenge
• How customers decide on an actual category purchase is still largely
unidentified in the market, presenting an opportunity for Siemens to increase
value sales, but also constitutes a risk for Siemens through competitors
potentially taking advantage of opportunity gaps in each market.
• Siemens is looking to communicate the added value of
their products, such as better lifestyle, light, air and
interior design, to increase sales of their premium
products and accessories.
Question to solve
• Siemens is looking to influence the target groups,
primarily businesses, to choose higher value products
when deciding on which and how to …
How can Siemens establish a deep insight into the customer decision journey,
• Siemens is seeking to establish a data based approach through digital monitoring, in order to ensure internal commitment and prioritize
to determining the consumers decision journey for future digital marketing activities?
choosing a product from either Siemens or a
competitor Siemens.
• Siemens wishes to collect data to test whether and/or Internal challenge
how the category actually discusses the added value
aspects of products such as better lifestyle, lighting and
interior design i.e. collect data on the voice-of-the-
customer. • Individual Siemens markets view their customers to be unique in
characteristic, which complicates roll-out of centralized digital marketing
initiatives across markets.
• The possibilities of digital marketing insights is still to be established within
Siemens, in order to gain commitment from Siemens marketing and ensure
full integration of digital channels.
26
