• Save
Marketing in a Recession
Upcoming SlideShare
Loading in...5
×
 

Marketing in a Recession

on

  • 519 views

Presentation as given during the ARC Group Marketing Executive Council on April 25th in Brussels

Presentation as given during the ARC Group Marketing Executive Council on April 25th in Brussels

Statistics

Views

Total Views
519
Views on SlideShare
519
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Marketing in a Recession Marketing in a Recession Presentation Transcript

  • Smarter Marketing in a Stretched WorldRONALD VELTENDirector Marketing, Communications & CitizenshipIBM Benelux
  • Economic times are challenging © 2011 IBM Corporation
  • Theory states do notcut back in marketing in times of recession © 2011 IBM Corporation
  • Examples are plenty © 2011 IBM Corporation
  • Examples are plenty © 2011 IBM Corporation
  • But that was a decade ago © 2011 IBM Corporation
  • Todays consumers aremore enlightened andempowered than ever © 2011 IBM Corporation
  • The marketing landscape changed signifcantly in the last 10 years © 2011 IBM Corporation
  • But today, still most CMOs operate in old models while using traditional techniques © 2011 IBM Corporation
  • Displaying bunnyon the highway behaviour, not acting upon change © 2011 IBM Corporation
  • 7 out of 10 CMOs state they are seriously underprepared to have a dialoguewith the smarter consumer Source: ibm.com/cmostudy © 2011 IBM Corporation
  • They do not know how to listen Source: ibm.com/cmostudy © 2011 IBM Corporation
  • And have no clearsight where and how to reach the client Source: ibm.com/cmostudy © 2011 IBM Corporation
  • Resulting in inablityto tangibly demonstrate marketing’s value Source: ibm.com/cmostudy © 2011 IBM Corporation
  • marketing budgets are pressured © 2011 IBM Corporation
  • The inconvenient truth © 2011 IBM Corporation
  • The inconvenient truth © 2011 IBM Corporation
  • Not full enough It is all a matter of perceptionHalf-Full © 2011 IBM Corporation
  • Not full enough It is all a matter of perceptionHalf-Full © 2011 IBM Corporation
  • Scale back and save every euro All a matter of perception and choices An opportunity to pull away from the pack © 2011 IBM Corporation
  • Marketing during recession © 2011 IBM Corporation
  • Customer Intimacy is key Understand customer value Gain and Retain Drip Marketing 8 IDEAS Streamline operation and processfor marketing during Cross the chasm in digital a recession Proof everything or DIE Reboot yourself © 2011 IBM Corporation
  • It is all about customer intimacyPeople working together in a structured andcustomer centric manner to create value © 2011 IBM Corporation
  • But if we wantto create and deliver value we must understand the indivdual client © 2011 IBM Corporation
  • Meaning we need tostart listening and engaging with the individual clients © 2011 IBM Corporation
  • But we still utilize data that give generic insightsabout markets, not clients © 2011 IBM Corporation
  • There is ahigh underutilized opportunity in client analytics throughout the buying cycle © 2011 IBM Corporation
  • So it is all about selecting, growing nurturing and maintainingthe most prospective clients © 2011 IBM Corporation
  • It is not just aboutthe number of leads It is also about yourcapabilities to convert these leads into loyal customers © 2011 IBM Corporation
  • Conquer the game of ‘Gain and Retain’ Source: www.InsideCRM.com © 2011 IBM Corporation
  • Optimize your interactions throughout the entire customer life cycle © 2011 IBM Corporation
  • ‘Drip Marketing’Feed potential and existing customers with repeated and targetted touches Source: www.InsideCRM.com © 2011 IBM Corporation
  • Do not overflood themwith unsolicited or undesired bulk messages when it suits you Source: www.InsideCRM.com © 2011 IBM Corporation
  • Analyze Decide Marketing Automation offers an unique opportunity to maximize marketing impactCollect Deliver Manage © 2011 IBM Corporation
  • Analyze Decide Marketing Automation enables both significant marketing effectiveness as efficiency improvements by streamlining and automatingCollect Deliver campaign flows Manage © 2011 IBM Corporation
  • Improved customer value & retention 5-15% increase is typical Higher online marketing ROI 15x-25x increase is typical Higher campaign ROI Improving your 15-30% increase is typical Marketing Effectiveness Increased response rates 10-50% increase is typical Increased order value 15-20% increase is typical © 2011 IBM Corporation
  • More campaigns with same resources 2-5x increase is typical Reduced cycle time 40%-80% reduction is typical Reduced marketing costs Improving your 20-40% reduction is typical Marketing Efficiency Lower customer acquisition costs 25%-75% reduction is typical Other business metrics revenue, profit, others vary by industry (assets under management, ARPU, #products owned, etc.) © 2011 IBM Corporation
  • Analyze Decide Learn all about it Smarter Commerce Global SummitCollect Deliver (22-24 May) Manage © 2011 IBM Corporation
  • Cross the digital chasm © 2011 IBM Corporation
  • Both in Marketing …. © 2011 IBM Corporation
  • And sales …. 65% of a salespersonstime is spent not selling © 2011 IBM Corporation
  • Proof everything or Die © 2011 IBM Corporation
  • We have the opportunity to move fromstretched to strengthened © 2011 IBM Corporation
  • Marketing needs a reboot © 2011 IBM Corporation
  • And it starts with us … © 2011 IBM Corporation
  • Scale back and save every euro It is all about perception An opportunity to pull away from the pack © 2011 IBM Corporation
  • And choice … © 2011 IBM Corporation
  • But start adapting TODAY © 2011 IBM Corporation
  • © 2011 IBM Corporation
  • © 2011 IBM Corporation
  • @ronaldvelten Linkedin.com/in/rveltenronald_velten@nl.ibm.com © 2011 IBM Corporation