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.
= 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 DemandSearch Engine Competition and Analysis SEO Mismatch between Search Third Party demand and digital assets Analysis
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