Martin Smith iStrategy London 2012

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Martin Smith iStrategy London 2012

  1. 1. Top 5 Marketing Challenges: Are you ready? Martin Smith – Head of Marketing iStrategy London 2012 @martysneo @neolaneCopyright Neolane - – 2012Copyright Neolane 2011 Neolane Private and Confidential Neolane confidential 1
  2. 2. New Challenges for Marketing &Communications Brand Goals Haven’t Changed Customers Have Seized Power  Sell more  Information is everywhere  Sell more often  Purchases are ever easier  Sell longer  Every buyer is an advocate Disloyal and Nomadic  Informed  Changeful  Vocal  Overly Solicited  EducatedCopyright Neolane – 2012 Neolane confidential 2
  3. 3. New Challenges for Marketing &Communications Traditional Marketing Losing Re-establish Customer Intimacy via Relevance Conversational Marketing  Impersonal  Personal  Unidirectional  Conversation  Perceived as intrusive  Unify service & marketing to create valueCopyright Neolane – 2012 Neolane confidential 3
  4. 4. #1 - ‘Big Data’ Big data is a term applied to a new generation of software, applications, and system and storage architecture, all designed to provide business value from unstructured data. • Data Tsunami – 1.8 Zetabytes of Data in 2012 = 57.5 Billion 32Gb iPads = $34.4 Trillion investment • The amount of digital information created annually will grow by a factor of 44 from 2009 to 2020 • More than 70% of the data in the Digital Universe is generated by individuals.Copyright Neolane – 2012 Neolane confidential 4
  5. 5. Copyright Neolane – 2012 Neolane confidential 5
  6. 6. Copyright Neolane – 2012 Neolane confidential 6
  7. 7. Copyright Neolane – 2012 Neolane confidential 7
  8. 8. Big Data – Big Love #1 The most useful data set in the world. #2 Give your employees the right tools. #3 Let customers know what you know. #4 Give the customer a sense of controlCopyright Neolane – 2012 Neolane confidential 8
  9. 9. #2 - ‘SoLoMo’ The convergence of social, local, and mobile. Marketers who take advantage of SoLoMo can reach consumers right when they’re making purchasing decisions.Copyright Neolane – 2012 Neolane confidential 9
  10. 10. What is SoLoMo? Drive Brand Engagement • Like, Friend INTERACTIONS WTH THE BRAND Forward, etc. • Check-In • Custom Apps Friends • Gamification Social Media Website User Reviews Drive Relevant Offers • Location Based Offers Access to the • Offer Sharing Brand Online & (Demand Creation) Offline • Contextual Relevance Competitive Pressures Physical Locations • In-Store Product Search INTERACTIONS WTH THE BRAND • User Reviews • Customer SentimentCopyright Neolane – 2012 Neolane confidential 10
  11. 11. Extending SoLoMoCopyright Neolane – 2012 Neolane confidential 11
  12. 12. #3 - Content Marketing Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action.Copyright Neolane – 2012 Neolane confidential 12
  13. 13. Consumers ask for real content relevancy but don’t get it Only 10% see direct mail content as relevant to their needs Only 7% see email content as relevant to their needs Source: Forrester, 2009 Only fully personalised messages or ‘One-to-One’ messages can respond to consumers needs and increase conversion ratesCopyright Neolane – 2012 Neolane confidential 13
  14. 14. Roadmap to Personalisation Excellence ROMI Conversion Rates & Customer Experience Marketing Fatigue Timeline Personalisation Sophistication/Maturity Multichannel Cross-channel Conversational MarketingCopyright Neolane – 2012 Neolane confidential 14
  15. 15. #4 - Transaction Marketing Messages sent within the framework of a transaction between the customer and the company. These messages represent approximately 30 % of all the customers communications sent by a brand and have very high opening rates. The number of transactional emails received annually by a customer is going to reach 146 in 2012 against 70 in 2007 Jupiter Research E-mail Marketing Forecast The number of transactional emails is going to grow of 9 % a year, particularly because of the increase of the costs of the mails and the will of the marketing management to integrate marketing offers. ForresterCopyright Neolane – 2012 Neolane confidential 15
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  17. 17. Houra After Purchase order confirmation Reminder of a Before personalized offer... Reminder of loyalty points and call to action Results • Increases customer satisfaction Project • Transaction marketing has lifted • Improve online customer conversion rates by 20% on cross experience sales • Personalize marketing and transactional communicationsCopyright Neolane – 2012 Neolane confidential 17
  18. 18. #5 - Conversational Marketing Conversational marketing technology empowers organizations to build and sustain one-to-one lifetime dialogues with every customer and prospect, dramatically increasing revenue and marketing efficiency. #1 - Markets are conversations #6 - The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. #9 - These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.Copyright Neolane – 2012 Neolane confidential 18
  19. 19. Conversational Marketing Web Email Call Centre Print Mobile Point of sale Social Sustained One-to-One Conversations Three usages: ■ Enterprise marketing (B2C, B2B, D2C) ■ Communications and information ■ Transactional and service messagesCopyright Neolane – 2012 Neolane confidential 19
  20. 20. Lift Life-time Customer Value Advocacy Reactivation campaign initiative Customer Value Loyalty up-sell ‘trigger’ Inbound cross-sell Inbound qualification Nurturing Program Acquisition 2e achat campaign Customer Journey Automation Abandonnistes 1er achat TimeCopyright Neolane – 2012 Neolane confidential 20
  21. 21. Top 5 Marketing Challenges: Are you ready? Martin Smith – Head of Marketing Thank You – Questions? @martysneo @neolaneCopyright Neolane - – 2012Copyright Neolane 2011 Neolane Private and Confidential Neolane confidential 21

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