Gleanster connectivity webinar - 4-19-11v4

Marketing Asset Management 101
Saepio Webinar Series
Saepio Webinar Series:Marketing Asset Management 101

Welcome to MAM 101
Webinar Series Objectives
Marketing Asset Management Primer that is:
Impartial.
Informative.
Valuable.
Things you’ll learn about MAM
What it is.
Why it’s important.
How it should be implemented.
How it works.

Connectivity:
The Secret to Success in Distributed Marketing Environments
Ian MichielsChairman of the Research Advisory Board, Gleanster
Director, Marketsphere Marketing

Brought to you by:
Connectivity: The Secret to Success in Distributed Marketing Environments
Ian Michiels
Chairman of the Research Advisory Board, Gleanster
4

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

Connectivity in Marketing: Framing the Challenge
Connectivity in Distributed Marketing Environments
Where to focus finite resources
Top Performers Playbook
Overcoming challenges
Recommendations
Quick Agenda
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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

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

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Connectivity Challenge #1 Cont’d
It’s not about interrupting people with marketing messages…
It’s about having a conversation.
Engage your target audience.

Fragmented technology landscape
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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

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

Across all surveys #1 goal in 2011:
Increase Revenue
Increase Profitability
Through:
Relevant customer engagement
But:
There are two different levers for marketers…
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How can marketers improve performance through connectivity?
* Distributed Marketing Management Survey Q1’11

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Marketing Execution in a Nutshell
Customer Facing Communications
Back-Office Operations

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Marketing Execution in a Nutshell
Connectivity Issues
Connectivity Issues
Connectivity Issues
Where do you focus finite resources? Look at Top Performers…

15
Marketing Execution: 2 Sides of the Same Coin
Focus on core channels first.
Improve productivity, efficiency, time-to-market

Manage brand consistency
Mange agency costs
Corporate execution and targets
Allocate budget
The customer experience
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Alignment Challenges in Distributed Environments
Corporate Marketing
Field Marketing
Personalize marketing local audience
Autonomy in program development
Control most appropriate channels
Adapt to market dynamics

Improve productivity & time to market
Reduce redundant costs
Centralize access to assets
Customize branded templates
Improve top-line growth
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The Cost of Disconnected Marketing Operations

18
6 Degrees of Separation to Kevin Bacon

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2 Degrees of Separation to Impact Revenue
Target Audience
Channel 1
Channel 2
Channel 3
Channel 4
Channel 5
Marketing Operations Process
Creative Idea
Channel 6
2 Degree
1 Degree

20
2 Degrees of Separation to Impact Revenue
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!

Top Performers empower marketers through increased communication and autonomy in the back-office.
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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?

“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
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Core Focus of Top Performers

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2 Degrees of Separation to Revenue for Top Performers
Target Audience
Channel 1
Channel 2
Channel 3
Channel 4
Channel 5
Optimized
Marketing Process
Creative Idea
Channel 6

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
Focused on standardizing processes for customizing corporate collateral

26
Value Drivers for Top Performers Cont’d
Top Performers have standardized asset creation internally.
Everyone else is 3x more likely to struggle with digital asset creation and approval
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%

1
Is your focus on optimizing marketing execution out of balance?
Change processes
Add resources
Empower marketers
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Recommendation: Evaluate Marketing Management
Marketing
Management
Marketing
Engagement
Process
People
Technology

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?
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Recommendation: Focus on Low Hanging Fruit

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?
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Recommendation: Eliminate redundant systems

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
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Recommendation: Empower Local Marketers

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
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Wrap-up

Ian Michiels
Chairman of the RAC, Gleanster
ian.michiels@marketsphere.com
33
Q&A
@InsightFanatic

Contact Information
877.468.7613
sales@saepio.com
www.saepio.com

Gleanster connectivity webinar - 4-19-11v4

by Gleanster on Apr 27, 2011

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Gleanster connectivity webinar - 4-19-11v4 — Presentation Transcript