GMO Customer Council

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Marc Osof

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  • WORLD OF MARKETING HAS CHANGED
    Broadcast channels managed execution
    Companies must now manage digital channels
    SEO and Social is all about daily interaction and execution
    Measurement depends on accurate instrumentation
  • GMO Customer Council

    1. 1. GMO Customer Council WELCOME Marc Osofsky www.globalmarketingops.com
    2. 2. 2 1. WebProduction&Localization Merging 2. GlobalConsistencyvs.LocalRelevance(Glocal) 3. CycleTimeReduction 4. SEO&LocalContentCreation 5. ManagementIgnoringOperations 6. UnbundlingAgencySpend 7. DigitalAssetManagement 8. InternationalSocialMediaMonitoring&Insight Top 8 Themes We Hear
    3. 3. 1. Web Production and Localization Merging Source content Localized Web Pages on Staging Production Post Go-Live Feedback In-country Review Cycle Time Reduction Pressure
    4. 4. 2. Global Consistency vs. Local Relevance Local Campaigns / Local Agencies Globally Configurable Global Campaigns/ Basic Localization Home Country Campaign / Local Modify Global Consistency StrongWeak Local Relevance Strong Weak
    5. 5. 3. Cycle Time Redution 0% 5% 10% 15% 20% 25% 30% 35% 2 6 15 25 40 60 %ofCompanies Avg. Cycle Time in Days Cycle Time Distribution
    6. 6. Bigger the Company, Longer the Cycle Time - NOT 0 10 20 30 40 50 60 70 $0 $10,000 $20,000 $30,000 $40,000 $50,000 CycleTimeinDays Company Revenue ($MMs) Company Size does not explain Cycle Times R2= 0.001
    7. 7. More Languages, Longer the Cycle Time- NOT 0 10 20 30 40 50 60 70 0 5 10 15 20 25 30 35 CycleTimeinDays # of Languages More Languages Do not Lead to Higher Cycle Times R2= 0.076
    8. 8. Campaign Execution Artificially Split Stage Activities Campaign Management  Go to market strategy  Campaign planning, creative briefs and budgeting  Campaign performance tracking and improvement Campaign Development  Campaign concept and message  Campaign creative elements Campaign Execution  Localization (copy translation, appropriate image selection)  Web production (deploying web assets and pages)  Instrumentation (applying analytic tags to all assets, pages)  Content marketing (organic search/social traffic to compelling content) Campaign Management Campaign Development Corporate Marketing Digital Agencies IT Outsourcer Localization Agency Campaign Execution
    9. 9. Operational Model & Policies Determine Cycle Time
    10. 10. 4. SEO & Local Content Creation Measurement 1. Web Analytics - How many unique visitors do I have for translated content? 2. SEO - How do my pages rank for top keywords in each language? Action • Abandon – reduce translated content • Commit – invest more to create compelling local content, engage locally and SEO • Localized keywords – determine them • Content Marketing – starts with localized keywords, engage with local bloggers
    11. 11. 5. Management Ignoring Operations NO WIN SITUATION Leadership ASSUMES campaigns and global marketing communications across channels will get executed flawlessly and it only hits their radar if there is a major issue
    12. 12. Execution Ownership Shifts in Digital/Social Creative Brief Campaign Media Mix Companies Agencies TV Broadcast Print Radio Outdoor • No direct company interaction with prospects • Manage all execution • Capture all analytics • Determine airing times of ads • No feedback from audience Broadcast Marketing Model Creative Brief Campaign Assets Companies Agencies PPC Digital/Social Email Display Social • 1:1 company interaction with people • Company owns all execution • Must capture own analytics • Audience determines interaction times • Constant feedback to monitor / respond Digital/Social Marketing Model Blogs Reviews Mobile
    13. 13. CMOs Not Ready for Shift to Own Digital Execution Source: IBM CMO Survey 2011
    14. 14. CMOs Need New Tech to Manage Digital Execution Source: IBM CMO Survey 2011
    15. 15. Campaign Success (Concept vs. Execution) Poor Results Optimal Results Fair ResultsBad Results Global Execution StrongWeak Campaign Concept Strong Weak
    16. 16. How to Make Mgmt Respect Operations? 1. Measurement 2. Campaign Uplift 3. SEO 4. Social 5. Global Brand Consistency 6. Other?
    17. 17. Continue to work with agencies on what they do best Select a Global Marketing Operations provider to provide comparable-skilled resources at lower cost in outsourced / crowdsourced model 6: Unbundling Agency Spend Hybrid Model Strategic Tasks Creative Tasks Execution Tasks Reuse Tasks Maintenance Tasks Routine Tasks Agency Model • Offer full service offering from Strategic to Routine • Standard rates applied regardless of the strategic and creative content of the task
    18. 18. 7. Digital Asset Management • Companies that try to manage the highly iterative process of content localization and review through email and file servers have much higher cycle times • Highly iterative processes with numerous hand-offs, parties and versions requires a DAM to enable best practice processes
    19. 19. 8. Social Media Monitoring & Insight Sentiment Analysis Market & User Relevant 1. Global sentiment analysis in an automated fashion • Machine translation to determine metrics • Human translation of positive and negative outliers 2. In-market insight to identify opportunities • Crowdsourced, in-market, social media savvy individuals to identify trends companies can leverage for future marketing efforts
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