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Print Service Providers - Centripetal Marketing
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  • The Social Revolution is also about this incredible shift in mobility. There will be over 1.8 billion mobile devices by 2014 while desktops and laptops are remaining stagnant.Analysts predict Apple will ship fifty-six million iPads shipping this year. Tablets and mobile -- we're in the post-PC revolution now.
  • The entire DM industry is pretty big. ANIMATIONEven the email marketing space, where we play right now, is big on it’s own, with spending continuing to grow, even as investments are made in mobile and social channels.
  • View of the Customer’s Marketing Options
  • This slide deck begins with a total view of how an IMM environment flows in a B2C environment. Each subsequent slide then breaks down each major functional area into more detail, including a brief description of each area along with real customer results. At a high-level though you see how you begin from the Marketing Operations side and move through the engagement processes around to Marketing Analytics which delivers new insights back into the planning phases. So, let’s begin….
  • Marketing OperationsThe Marketing Operations functionality (often referred to as Marketing Resource Management or MRM) is where marketing activities begin to take shape. Some activities may be new ideas or theories yet to be tested. Other activities might include annual events or campaigns that have performed well and worth repeating. Regardless of the inception, each activity goes through the planning, calendaring, creating, approving and production processes for a number of reasons some of which include; to monitor and track each project’s status relative to completion and budget, to save time and money, to allow for reuse of certain elements or assets, to ensure compliance with legal and regulatory concerns and to maintain consistency with corporate branding. The end result being marketing best practices. A marketing activity will start with planning whereby the action is proposed, reviewed and approved. Starting with the budget, funds are allocated and this will typically begin the campaign planning process. From this plan, offers and treatments are defined along with other creative needs to kick off the creative services process. As the campaign or marketing activity is in the planning stage, it is also being plotted into a marketing calendar so marketing groups and other departments have visibility to what is planned and happening at all times from a marketing perspective. Here is also where the audience is considered meaning the segmentation and/or personas to be targeted for a campaign or product launch.As the production of the creative is driven through the workflow for review and approval from brand marketing, legal and compliance, and the work is completed, the invoices are tracked against the activities’ stated budget for comparison and determination of dollars spent for other projects.Some results attained from customers that have implemented marketing operations in their companies include:-Gaining 100% real-time visibility into their marketing spend as a result of using MRM – company - Nationwide-Reduced turnaround time for reviews by 50% - Citizens BankOnce the creative is approved and ready to “launch”, we move to the next stage….next slide
  • Campaign Management & Digital MarketingThere are many avenues in which to deliver content to your customers and with everyone using mobile devices and being on the road, digital marketing is one of the fastest growing areas within campaign management and is quickly becoming the most preferred method for content delivery. Consumers are looking at information as they need it – not because they received it. They choose the channels, the format and time in which to digest company, product, or sale information. Since this engagement model has been redefined, the marketer’s job is to make sure messages get to consumers when it’s relevant for them, and in the content format they prefer and through the channel they’re most likely to see and respond to it. Within this execution stage, the marketer is also running the segmentation and depending on the counts, may go through several iterations until the mailing universe is finished and ready for mailing. (Remember in the marketing operations phase marketers determine who to mail to through the segmentation – here in the execution phase, the list is actually generated) Additional analysis and data mining is also happening here to refine the target list even more or uncover nuggets of information and insight that could suggest new theories thus being the impetus for a test. - 43% US retail sales are influenced by the web - Source: Forrester Research
  • CustomersWhile we have reached an age where digital channels are more popular, there are still successful traditional offline channels that are not going away including stores, branches, and seminars. (think financial or brokerage houses) Many companies utilize call centers as their first line of contact with responders of campaigns or visits to the web site. And, doubling as a customer service center can also mean these reps might have the ability for cross-sell and up-sell opportunities. Through a real-time offer engine (Aprimo Real-Time Interaction Manager) customer service agents can be ready with offers that are significant and timely for customers dialing into the center. Many companies have discovered that by implementing this inbound capability, incremental revenue is driven with little to no extra expense. - Gartner analyst Adam Sarner says: “Inbound marketing attains 10x more conversion rates than outbound marketing.” The dialogue exchange between the various B2C Channels and the customer continues and also includes various digital channels simultaneously as the customer chooses his or her path for gathering information.Slide 5: Bottom portion - Digital Channels as Part of the Engagement ProcessHere we see the use of web, social, email, and mobile as the primary digital channels in use today and because these digital channels generate more data about the customer’s preferences and behaviors, the marketer is able to use that data to more accurately predict future behavior of a persona and provide a personalized relevant message which in turn can drive higher response rates. - Achieved 40% Response Rates on Marketing Campaigns – Up to 75% when customer was contacted within 24 hours of a significant event (Banking customer APJ)
  • Marketing AnalyticsAfter the campaign has been planned, created and delivered, we come to the analytical phase of IMM. In this phase, data analysts and scientists are analyzing the data while the campaign is still in flight and can change course if need be. Results are reflected back against the plan to calculate ROI and to determine the overall success of the campaign or activities against objects set in the planning phase.Marketers understand the need to show results of their efforts and part of the beauty of digital marketing is the amount of data generated from the various channels to allow the marketer to do deep-dive analytics and mining of the data to draw connections and correlations that may not otherwise have been understood. Data Scientists are crunching the data in context with the overall company goals and objectives for an even broader picture of marketing’s efforts and how they are contributing to the company’s bottom line. “Data scientists turn big data into big value, delivering products that delight users, and insight that informs business decisions.” Daniel Tunneling, Principal Data Scientist at LinkedIn - Confirmed first year ROI> 700% - Deloitte
  • The Recap & Total Picture of IMMIn summary, the IMM process is an iterative process aimed at making marketing departments more effective and ultimately more accountable. IMM is an environment to which companies aspire. It is not a product, but rather a compilation of applications and solutions integrated to perform seamlessly. Companies can choose to begin their IMM journey wherever they feel they have the most opportunity and build from there. Aprimo provides solutions in each of the major IMM functional areas and can help customers begin their IMM journey wherever they choose to start.
  • And it’s all based on true integration of all components. We’ve figured out the plumbing of how to make all of these pieces talk together in the most efficient way to enable you to elevate your marketing to the next-generation level of customer interaction.
  • InnerWorkings Client Engagement Process:Consultation and Analysis of client needs Outline of Proposed Marketing Process Initial Client Engagement and Development of Formal Plan Review Plan with Client for Approval Signing the Agreement Installation, Training and OperationsThe number one question Kimberly-Clark asked was “How do we empower our sellers to inspire the customer in one to two minutes versus one to two hours?” And their brain child was the Healthy Workplace application.In this interactive application, sales reps can share interactive video content with their customers so that they can have an engaging experience with Kimberly-Clark. They can show customers the germ hotspots in a hotel or hospital, whether it's the reception area, the elevators, the water coolers, and bring it to life. Then, the reps can prescribe a solution to the customer that ends up resulting in the creation of a proposal, which can be presented to the customer on the iPad. The customer can sign, and then, that proposal can be sent back to Salesforce.com. Force.com is the platform that has delivered this application to all of Kimberly Clark’s sales people on their mobile applications.What is Force.com? Force.com is the enterprise cloud computing platform for building employee-facing apps.More than 480,000 Force.com developers have used their Salesforce expertise to build the apps their company and employees need for a modern workforce with salesforce.com’s cloud infrastructure.CIOs and developers trust the proven Force.com platform and have built more than 275,000 custom, employee-facing apps that are used by more than 100,000 customers. With Force.com, custom apps can be more social and mobile. And, through all of our APIs, companies can connect Force.com to anything.
  • Going into detailEach key point is anchored with a question. I find posing a question to the audience relative to each key point engages them to proactively think and apply the ideas to their own situation vs. just listen to what I have to say.  Slide Notes:Place the title of the first key point where it says “People” and also in the box in the upper right.This may seem redundant, but the repetition is important. The “subline” in the upper right hand box is for a one or two word anchor to the first key point.In my case, the subline for “People” is “Happiness” – it’s the people you surround yourself with in business who impact your happiness.I’ll then carry the “box” in the upper right hand corner, color-coded to that section, to additional content slides in that section.
  • Image slidesTry to emphasize your concepts with pictures. And I tend to use real pictures – pictures of the companies and executives that are the subjects of my stories.Or I’ll choose a picture that elicits an emotional response to a key point I’m making. It’s important to touch a listener’s heart and head.  Slide Notes:Note the left bar color aligns with the section color – visual clue that I’m still in Section 1.To set a picture as a slide background, as on this slide, hold down CONTROL, click the slide and then click Format Background.

Print Service Providers - Centripetal Marketing Presentation Transcript

  • 1. A Major Revenue Opportunity ForPrint Service ProvidersOffering: Integrated Marketing Management“As a Service”
  • 2. 2Major Marketing TrendsProliferation of NewEngagement ChannelsIncreasing CustomerPowerImproving MarketingPerformance &Accountability Evolution of channels and technologies Improving cross-channel customer interactions Delivering exceptional “real-time” experiences More informed customers Expectations for relevancy and personalization Increasing control and influence over peers Increasing accountability for performance Doing more with less Linking activities to achieving business objectivesCHANNELSCUSTOMERSPERFORMANCESource- 2012 IBM National CMO StudyWhat are CMO’s & Marketers Wants and Needs?
  • 3. 2013E2007 20082009 2010 2011 2012E20061.8billionmobile devicesby 20142014ETabletsSmartphonesLaptopsDesktopMobile RevolutionSource - Gartner Research, Smartphone, Tablet, and PC Forecast - December 2011Next Generation Mobile Devices are Changing How We Access the Web and Print willbe an Important Portal3
  • 4. 4Media Digitalization is HUGE$76B65%+GrowthGrowthAn Opportunity that can be achieved through Print Media
  • 5. 6360 Degree View of CustomerPrint is the Trigger Spoke in the Hub of Integrated Marketing Mgt.
  • 6. Integrated Marketing Management” A Technology Solution - Framework Approach”Marketing AnalyticsMiningModelingReportingTrendingProfilingSegmentingMarketing OperationsWorkflow& RulesPlanSpendBrandAssetsCampaignDesignMulti-Channel CampaignAutomationLeadsCampaignAutomationSource DataProduct/SKUInventorySales/POS/FranchiseSupplierPromotional/Loyalty DataCallCenterEventsEmailMobileChannels CustomersSalesConsumerPartnerPre-engineeredConsumer-centricDataManagementAssetsDataWarehouseConsumerFeedback LoopSocialMediaWeb7
  • 7. How does Integrated Marketing Management (IMM) work?IMM helps you get the most out of your marketing efforts by maintaining all content across yourorganization. Then IMM uses advanced database technologies to continuously deliver the right messages tocustomers. Here are the major elements of Integrated Marketing Management………Campaign Mgt. &Digital MarketingMarketingAnalyticsMarketingOperationsMarketingOperationsCustomerEngagementReal-timeInteractionsCustomersCustomers9
  • 8. Review andRevise PlanFinance andPlanningCampaignPlanningCreateContentApproveContentProduceContentGain 100%, real-time visibility intothe companies marketing spendMedia, DigitalContent andCollateral(see next slide)Marketing OperationsReduce turnaround time forreviews by 50%Marketing OperationsMarketing Operations gives your marketing teams the tools to automate the finance, planning andcreation of timely, relevant campaigns for their customers and prospects.10
  • 9. Media, Digital Content and CollateralCustomer DataWarehouseAnalyticsEmailDeliverabilityReal-timeDecisioningDialogueSegmentationData MiningCampaign Execution43% US retail salesinfluenced by the webCampaign Management & Digital MarketingReach customers using online and offline channels that are most convenient for them, includingsocial networks, web and email.11
  • 10. Achieve 40-75%response ratesInbound marketingattains 10x higherconversion ratesthan outboundmarketingMobile/SMSWeb, Socialand EmailBroadcastMediaLive EventCallCenterRetailCustomersEngage with your customers using the right message at the right time, buildingrelationships by creating the best possible experience.Real-timeinteractionsCustomer EngagementReal-timeinteractions12
  • 11. Confirmed first year ROI > 700%Reconcile and Optimize CustomerEngagement SpendingMarketing AnalyticsMaintain a broader view into how and where your marketing budget is beingutilized. IMM delivers the ability to adjust activities in-flight if necessary.Measuring Campaign Performance via Analytics13
  • 12. Why an Integrated Marketing Management (IMM) approach?The closed-loop framework of IMM provides improved manageability, better accountability andhigher ROMI.MarketingOperationsCustomers3MarketingAnalytics4Review andRevise PlanFinanceand PlanningCampaignPlanningCreateContentApproveContentProduceContentMarketing Operations1CampaignManagement &Digital Marketing2Media, Digital Content and CollateralCallCenterLive EventBroadcastMediaWeb, Socialand EmailMobile/SMSReconcile andOptimize SpendingCustomerEngagementCustomerData WarehouseData MiningAnalyticsSegmentationDialogueEmailDeliverabilityReal-timeDecisioningReal-timeInteractionsRetail14
  • 13. 6/6/2013 15integrated marketing infrastructureplannedcampaignsbig data: webbrowsing, attribution,nPathtransactionsevent triggersresponsesinbound contactsdigital messagingcontentcampaigns/dialogsprequalified offerslead storecontact optimisationcontact historysocial predictive modelssegmentationMRMworkflow, budgets, planning
  • 14. 16Illustration of IMM
  • 15. Yes, your Account Team can understand how to sell this solution#1 Cloud platform for employee socialapps (IDC)Automate and extend your businessProven with 100,000+ customers400% productivity improvement108% ROIhttp://www.ustream.tv/recorded/21122644Guided Selling App for Your Sales TeamExtendStart demo at 50:10
  • 16. 18SummaryWhy should Print Service Providers Partner to Provide Services• Print Service Providers are natural channels for enablingIntegrated Marketing Management• Print Service Providers need to protect and build upon theirexisting client investment• Centripetal Media is built to allow Print Service Providers toimprove their revenue and margin by offering IntegratedMarketing Management to their clients
  • 17. 19Your Customers are already exploringalternatives, why not become their solution to digitalmarketing?Contact:Centripetal MediaDavid Motheral Jr. CEOdavid.motheral@centripetal3.com817-832-2988Please Take the Next Step