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Gleanster connectivity webinar - 4-19-11v4

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Realizing the true potential of connectivity remains a formidable challenge for marketers. Fragmented technologies lead to data silos and workflow inefficiency. Delivering relevant and timely …

Realizing the true potential of connectivity remains a formidable challenge for marketers. Fragmented technologies lead to data silos and workflow inefficiency. Delivering relevant and timely messages across multiple channels is, in most cases, still a pipedream. Is there hope? How does a company with a distributed marketing environment overcome the inherent challenges of compliance and localization? How does it maximize value?

Join us for a presentation with Principal Analyst Ian Michiels, as we explore how Top Performing organizations successfully address the challenges of connectivity.


• Learn how Top Performers prioritize investments in marketing technology integration.


• Recommendations to align corporate marketing and filed marketing for more relevant marketing communications.


• Find out how Top Performers identify the cost of disconnected marketing technologies and back-office operations and justify investments to fix these issues.

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  • If your organization has localized marketing resources across one or more regions or markets How do you improve communication and engagement?
  • Most companies have developed core expertise in a handful of channels. There is huge risk in expanding multi-channel execution, and the process is both costly, timely, and resource intensive. The case I want to make is perhaps there is an opportunity to improve the customer experience without expanding channels. Rather, focus on what you do best, and do a better job at internal connectivity; communication, productivity, brand consistency, field autonomy, corporate control.
  • What technologies support the processAre assets centralizedIs there a standardized workflowHow well is the process integrated
  • Transcript

    • 1. Marketing Asset Management 101
      Saepio Webinar Series
      Saepio Webinar Series:Marketing Asset Management 101
    • 2. Welcome to MAM 101
      • Webinar Series Objectives
      • 3. Marketing Asset Management Primer that is:
      • 4. Impartial.
      • 5. Informative.
      • 6. Valuable.
      • 7. Things you’ll learn about MAM
      • 8. What it is.
      • 9. Why it’s important.
      • 10. How it should be implemented.
      • 11. How it works.
    • Connectivity:
      The Secret to Success in Distributed Marketing Environments
      Ian MichielsChairman of the Research Advisory Board, Gleanster
      Director, Marketsphere Marketing
    • 12. Brought to you by:
      Connectivity: The Secret to Success in Distributed Marketing Environments 
      Ian Michiels
      Chairman of the Research Advisory Board, Gleanster
      Director, Marketsphere Marketing
      4
    • 13. Can I get access to the slides after the webinar?
      Yes
      Is there an open Q&A at the end of the webinar?
      Yes
      Continue the conversation on Twitter:
      #ConnectMktg
      5
      Housekeeping
      Download
      Report
      Slides
      Twitter
    • 14. Connectivity in Marketing: Framing the Challenge
      Connectivity in Distributed Marketing Environments
      Where to focus finite resources
      Top Performers Playbook
      Overcoming challenges
      Recommendations
      Quick Agenda
      6
    • 15. The research referenced in this webinar comes from the Q1 2011 Gleanster “Marketing Assert Management” Study
      182 Survey Respondents
      135 Qualified Survey Respondents
      Top Performers = Respondents that achieved Top Quartile performance in key KPI’s
      Everyone Else = Everyone Else
      Research Findings
      7
    • 16. Changes in consumer buying behavior
      Connectivity Challenge #1
      Your customer experience must be:
      Your Target Audience is:
      =
      Channel Agnostic
      Accosted by Marketing
      +
      Relevant
      Positive
      Human
      8
    • 17. 9
      Connectivity Challenge #1 Cont’d
      It’s not about interrupting people with marketing messages…
      It’s about having a conversation.
      Engage your target audience.
    • 18. Fragmented technology landscape
      10
      Connectivity Challenge #2
      Disparate Technologies = Disparate Data
      *Multi-Channel Marketing Management Survey, Q1’11, n=157
      Companies engage customers through a wide variety of mediums
    • 19. How many channels does your company regularly utilize and have “core” expertise in best practices, execution, and measurement?
      11
      Connectivity Challenge #2 Cont’d
      Top Performers
      Everyone Else
      *Multi-Channel Marketing Management Survey, Q1’11, n=157
    • 20. Across all surveys #1 goal in 2011:
      Increase Revenue
      Increase Profitability
      Through:
      Relevant customer engagement
      But:
      There are two different levers for marketers…
      12
      How can marketers improve performance through connectivity?
      * Distributed Marketing Management Survey Q1’11
    • 21. 13
      Marketing Execution in a Nutshell
      Customer Facing Communications
      Back-Office Operations
    • 22. 14
      Marketing Execution in a Nutshell
      Customer Facing Communications
      Back-Office Operations
      Connectivity Issues
      Connectivity Issues
      Connectivity Issues
      Where do you focus finite resources? Look at Top Performers…
    • 23. 15
      Marketing Execution: 2 Sides of the Same Coin
      Focus on core channels first.
      Improve productivity, efficiency, time-to-market
    • 24.
      • Manage brand consistency
      • 25. Mange agency costs
      • 26. Corporate execution and targets
      • 27. Allocate budget
      • 28. The customer experience
      16
      Alignment Challenges in Distributed Environments
      Corporate Marketing
      Field Marketing
      • Personalize marketing local audience
      • 29. Autonomy in program development
      • 30. Control most appropriate channels
      • 31. Adapt to market dynamics
    • Improve productivity & time to market
      Reduce redundant costs
      Centralize access to assets
      Customize branded templates
      Improve top-line growth
      17
      The Cost of Disconnected Marketing Operations
    • 32. 18
      6 Degrees of Separation to Kevin Bacon
    • 33. 19
      2 Degrees of Separation to Impact Revenue
      Customer Facing Communications
      Back-Office Operations
      Target Audience
      Channel 1
      Channel 2
      Channel 3
      Channel 4
      Channel 5
      Marketing Operations Process
      Creative Idea
      Channel 6
      2 Degree
      1 Degree
    • 34. 20
      2 Degrees of Separation to Impact Revenue
      Customer Facing Communications
      Back-Office Operations
      Target Audience
      Channel 1
      Channel 2
      Channel 3
      Channel 4
      Channel 5
      Creative Idea
      Marketing Operations Process
      Channel 6
      2 Degree
      1 Degree
      Consistent part of the process.
      It must be optimized!
    • 35. Top Performers empower marketers through increased communication and autonomy in the back-office.
      21
      The Secret to Success in Distributed Marketing Environments
      How do we expand the number of channels and integrate data across channels?
      &
      How do we deliver more relevant and personalized messages to target audiences by improving internal processes?
    • 36. “We are really good at a few channels, lets get better at those channels.”
      Empower the field and maintain control of the brand at the corporate level
      Improve efficiency , message continuity, collaboration
      22
      Core Focus of Top Performers
    • 37. 23
      2 Degrees of Separation to Revenue for Top Performers
      Customer Facing Communications
      Back-Office Operations
      Target Audience
      Channel 1
      Channel 2
      Channel 3
      Channel 4
      Channel 5
      Optimized
      Marketing Process
      Creative Idea
      Channel 6
    • 38. 24
      Top Performers Rank Challenges Differently than Everyone Else
      • Challenges demonstrate focus on operational improvement in 2011
    • 25
      Value Drivers for Top Performers
      • Dedicated to bridging the gap in back-office operations
      • 39. Focused on standardizing processes for customizing corporate collateral
    • 26
      Value Drivers for Top Performers Cont’d
      • Top Performers have standardized asset creation internally.
      • 40. Everyone else is 3x more likely to struggle with digital asset creation and approval
      • 41. 73% of Top Performers report reduction in agency spend over the last 12 months
    • 27
      Top Performer Use of Technology for Back-Office Marketing
      94%
      92%
      88%
      83%
      57%
    • 42. 1
      Is your focus on optimizing marketing execution out of balance?
      Change processes
      Add resources
      Empower marketers
      28
      Recommendation: Evaluate Marketing Management
      Marketing
      Management
      Marketing
      Engagement
      Process
      People
      Technology
    • 43. 2
      Can you do a better job optimizing core channels?
      Model the impact on revenue
      Can you change processes or standardize processes without investing in technology?
      29
      Recommendation: Focus on Low Hanging Fruit
    • 44. 3
      Reduce the use of redundant technologies.
      Pick one, and run with it
      Cost savings on licensing
      Cost savings on support
      Bring digital assets in-house
      It’s expensive for agencies to act like a outsourced asset repository
      Track the source of digital assets
      Can they be reused?
      Are you buying multiple assets?
      Do you have brand consistency challenges?
      30
      Recommendation: Eliminate redundant systems
    • 45. 4
      Don’t try to mandate control at a corporate level
      It’s expensive and not effective
      Empower Local Marketers
      Give them autonomy through a central repository
      Templatize common collateral
      Use the cloud to scale quickly and cost effectively
      31
      Recommendation: Empower Local Marketers
    • 46. Marketing Management vs. Customer Engagement
      Top Performers have invested in back-office marketing optimization to connect the global enterprise.
      Optimize a few marketing channels
      Jack of all trades, master of none
      32
      Wrap-up
    • 47. Ian Michiels
      Chairman of the RAC, Gleanster
      Director, Marketsphere Marketing
      ian.michiels@marketsphere.com
      33
      Q&A
      @InsightFanatic
    • 48. Contact Information
      877.468.7613
      sales@saepio.com
      www.saepio.com

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