Cross-Channel Marketing and Message Convergence

512 views
382 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
512
On SlideShare
0
From Embeds
0
Number of Embeds
16
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Graphic Slide That Shows Devices – shows that convergence is happening in the hand for efficiency sake but it is not real convergenceDroid – Windows Phone, iphone – Bberry – separate boxes – but convergent in ones handInternet enabled TVs – facebook messaging on your remote … behavior has already changed. Don’t doubt the future of messaging and the places and means and devices that will empower such convergent communication
  • Letter ‘K’ is a word. Attention deficit is a REAL challenge for marketers.
  • Letter ‘K’ is a word. Attention deficit is a REAL challenge for marketers.
  • Letter ‘K’ is a word. Attention deficit is a REAL challenge for marketers.
  • Letter ‘K’ is a word. Attention deficit is a REAL challenge for marketers.
  • Letter ‘K’ is a word. Attention deficit is a REAL challenge for marketers.
  • This provides ‘context’ for discussing Cashing in on Content. Notice I said ‘digital messaging, not‘email.’ It’s not just about email anymore. Where is it headed? That’s what we’re thinking about … building our products to support as technology provider …Individualized: We’ve talked about one-to-one – forever -- but it’s becoming real and expected. Brands that don’t segment or can’t because they’re siloed (by structure or mindset) and have fragmented customer view – they’re in trouble. 52% of email marketers use NO segmentation (or segment of one).Real time: This is the new reality that technology fosters – an expectation of instant gratification. So much of what we do online is still carryover from offline world – a batch mindset and process – and doesn’t work when the expectation is NOW. Data mining … do it real time.Interactive: Here again, a mindset change from our old direct mail, monologue mindset.Multi-channel: This is a challenge. Can’t look at these as siloed communication channels. It’s one customer – and their expectation isn’t to be treated like a number (email address, phone number, etc.) Expect to be known and interacted with in channel of choice … but they don’t conveniently stay in one channel. Converged: Biggest challenge to silos. Need to start managing communication flows, not channels. Some called it managing engagement, same thing.
  • This provides ‘context’ for discussing Cashing in on Content. Notice I said ‘digital messaging, not‘email.’ It’s not just about email anymore. Where is it headed? That’s what we’re thinking about … building our products to support as technology provider …Individualized: We’ve talked about one-to-one – forever -- but it’s becoming real and expected. Brands that don’t segment or can’t because they’re siloed (by structure or mindset) and have fragmented customer view – they’re in trouble. 52% of email marketers use NO segmentation (or segment of one).Real time: This is the new reality that technology fosters – an expectation of instant gratification. So much of what we do online is still carryover from offline world – a batch mindset and process – and doesn’t work when the expectation is NOW. Data mining … do it real time.Interactive: Here again, a mindset change from our old direct mail, monologue mindset.Multi-channel: This is a challenge. Can’t look at these as siloed communication channels. It’s one customer – and their expectation isn’t to be treated like a number (email address, phone number, etc.) Expect to be known and interacted with in channel of choice … but they don’t conveniently stay in one channel. Converged: Biggest challenge to silos. Need to start managing communication flows, not channels. Some called it managing engagement, same thing.
  • This provides ‘context’ for discussing Cashing in on Content. Notice I said ‘digital messaging, not‘email.’ It’s not just about email anymore. Where is it headed? That’s what we’re thinking about … building our products to support as technology provider …Individualized: We’ve talked about one-to-one – forever -- but it’s becoming real and expected. Brands that don’t segment or can’t because they’re siloed (by structure or mindset) and have fragmented customer view – they’re in trouble. 52% of email marketers use NO segmentation (or segment of one).Real time: This is the new reality that technology fosters – an expectation of instant gratification. So much of what we do online is still carryover from offline world – a batch mindset and process – and doesn’t work when the expectation is NOW. Data mining … do it real time.Interactive: Here again, a mindset change from our old direct mail, monologue mindset.Multi-channel: This is a challenge. Can’t look at these as siloed communication channels. It’s one customer – and their expectation isn’t to be treated like a number (email address, phone number, etc.) Expect to be known and interacted with in channel of choice … but they don’t conveniently stay in one channel. Converged: Biggest challenge to silos. Need to start managing communication flows, not channels. Some called it managing engagement, same thing.
  • This provides ‘context’ for discussing Cashing in on Content. Notice I said ‘digital messaging, not‘email.’ It’s not just about email anymore. Where is it headed? That’s what we’re thinking about … building our products to support as technology provider …Individualized: We’ve talked about one-to-one – forever -- but it’s becoming real and expected. Brands that don’t segment or can’t because they’re siloed (by structure or mindset) and have fragmented customer view – they’re in trouble. 52% of email marketers use NO segmentation (or segment of one).Real time: This is the new reality that technology fosters – an expectation of instant gratification. So much of what we do online is still carryover from offline world – a batch mindset and process – and doesn’t work when the expectation is NOW. Data mining … do it real time.Interactive: Here again, a mindset change from our old direct mail, monologue mindset.Multi-channel: This is a challenge. Can’t look at these as siloed communication channels. It’s one customer – and their expectation isn’t to be treated like a number (email address, phone number, etc.) Expect to be known and interacted with in channel of choice … but they don’t conveniently stay in one channel. Converged: Biggest challenge to silos. Need to start managing communication flows, not channels. Some called it managing engagement, same thing.
  • This provides ‘context’ for discussing Cashing in on Content. Notice I said ‘digital messaging, not‘email.’ It’s not just about email anymore. Where is it headed? That’s what we’re thinking about … building our products to support as technology provider …Individualized: We’ve talked about one-to-one – forever -- but it’s becoming real and expected. Brands that don’t segment or can’t because they’re siloed (by structure or mindset) and have fragmented customer view – they’re in trouble. 52% of email marketers use NO segmentation (or segment of one).Real time: This is the new reality that technology fosters – an expectation of instant gratification. So much of what we do online is still carryover from offline world – a batch mindset and process – and doesn’t work when the expectation is NOW. Data mining … do it real time.Interactive: Here again, a mindset change from our old direct mail, monologue mindset.Multi-channel: This is a challenge. Can’t look at these as siloed communication channels. It’s one customer – and their expectation isn’t to be treated like a number (email address, phone number, etc.) Expect to be known and interacted with in channel of choice … but they don’t conveniently stay in one channel. Converged: Biggest challenge to silos. Need to start managing communication flows, not channels. Some called it managing engagement, same thing.
  • Customers have higher expectations. With their converged devices (smartphones) and converged inboxes (Facebook), they can ‘see’ what brands are doing … and whether expectations for contextual relevancy are being met.Now consider CUSTOMER CONTROL. Most interesting thing about Facebook Messages – NOT whether Facebook will displace Gmail or not – but converged inbox AND direct control given members on managing that inbox. Block messages and messengers – and do it CROSS-CHANNEL. This is where CUSTOMER CONTROL is headed. Not like we didn’t see things coming. Seen it in other media and even in email (spam button, etc.), but it’s here.CHALLENGE BECOMES: Staying CONNECTED with customers for communications and commerce. KEEING THOSE VITAL CONNECTIONS ALIVE.
  • Customers have higher expectations. With their converged devices (smartphones) and converged inboxes (Facebook), they can ‘see’ what brands are doing … and whether expectations for contextual relevancy are being met.Now consider CUSTOMER CONTROL. Most interesting thing about Facebook Messages – NOT whether Facebook will displace Gmail or not – but converged inbox AND direct control given members on managing that inbox. Block messages and messengers – and do it CROSS-CHANNEL. This is where CUSTOMER CONTROL is headed. Not like we didn’t see things coming. Seen it in other media and even in email (spam button, etc.), but it’s here.CHALLENGE BECOMES: Staying CONNECTED with customers for communications and commerce. KEEING THOSE VITAL CONNECTIONS ALIVE.
  • THE CHALLENGE BECOMES – STAYING CONNECTED WITH CUSTOMERS … FOR COMMUNICATION AND COMMERCE
  • CAN’T MIMIC CUSTOMER BEHAVIOR IN COMMUNICATIONS. Risks are obvious – lose vital connections, can’t continue conversation. Opportunities equally obvious for those who can achieve message convergence
  • CAN’T MIMIC CUSTOMER BEHAVIOR IN COMMUNICATIONS. Risks are obvious – lose vital connections, can’t continue conversation. Opportunities equally obvious for those who can achieve message convergence
  • Connected Marketing that is integrated across channels in a manner to leverage addressable customer, subscriber or prospect data in order to drive greater campaign effectiveness.  
  • Connected Marketing that is integrated across channels in a manner to leverage addressable customer, subscriber or prospect data in order to drive greater campaign effectiveness.  
  • Connected Marketing that is integrated across channels in a manner to leverage addressable customer, subscriber or prospect data in order to drive greater campaign effectiveness.  
  • TCO talk = talk about the assumptions, not 2 to 1, imagine if it is 10 to 5.
  • Cross-Channel Marketing and Message Convergence

    1. 1. The Dollars & Sense of Cross Channel Marketing and Message Convergence<br />DMA 2011, Ask the Expert Round Table<br />
    2. 2. We’ve become a wired, multi-tasking society<br />
    3. 3.
    4. 4. Technology is changing our<br />communication patterns and behaviors<br />Freedom of choice is driving our<br />instant gratification and heightened expectations<br />
    5. 5. We’ve become a ‘Short Burst Society’ *<br />Everyone is always ‘on.’ Everything is shorter, faster, happening now. Attention deficit is pervasive, chronic.<br />* Copyright © 2011  The Relevancy Group, LLCAll Rights Reserved<br />
    6. 6. We’ve become a ‘Short Burst Society’ *<br />Everyone is always ‘on.’ Everything is shorter, faster, happening now. Attention deficit is pervasive, chronic.<br /><ul><li>50% of us skip commercials.</li></ul>* Copyright © 2011  The Relevancy Group, LLCAll Rights Reserved<br />
    7. 7. We’ve become a ‘Short Burst Society’ *<br />Everyone is always ‘on.’ Everything is shorter, faster, happening now. Attention deficit is pervasive, chronic.<br /><ul><li>50% of us skip commercials.
    8. 8. 550 million have Facebook profiles. Over half apply updates every day.</li></ul>* Copyright © 2011  The Relevancy Group, LLCAll Rights Reserved<br />
    9. 9. We’ve become a ‘Short Burst Society’ *<br />Everyone is always ‘on.’ Everything is shorter, faster, happening now. Attention deficit is pervasive, chronic.<br /><ul><li>50% of us skip commercials.
    10. 10. 550 million have Facebook profiles. Over half apply updates every day.
    11. 11. 200 million use Twitter with 300,000 new sign-ups each day. We send 95 million tweets each day. </li></ul>* Copyright © 2011  The Relevancy Group, LLCAll Rights Reserved<br />
    12. 12. We’ve become a ‘Short Burst Society’ *<br />Everyone is always ‘on.’ Everything is shorter, faster, happening now. Attention deficit is pervasive, chronic.<br /><ul><li>50% of us skip commercials.
    13. 13. 550 million have Facebook profiles. Over half apply updates every day.
    14. 14. 200 million use Twitter with 300,000 new sign-ups each day. We send 95 million tweets each day.
    15. 15. 72% of U.S. consumers have SMS plans, 203 million. Text messaging is up 400% in past 4 years with trillions sent each year.</li></ul>* Copyright © 2011  The Relevancy Group, LLCAll Rights Reserved<br />
    16. 16. Where is digital messaging headed?<br /> Individualized- one-to-one communications where relevant, preference-driven messaging is the norm and customer expectation.<br />
    17. 17. Where is digital messaging headed?<br /> Individualized- one-to-one communications where relevant, preference-driven messaging is the norm and customer expectation.<br /> Real time– in the moment communications where the message and response, action and reaction occur right now.<br />
    18. 18. Where is digital messaging headed?<br /> Individualized- one-to-one communications where relevant, preference-driven messaging is the norm and customer expectation.<br /> Real time– in the moment communications where the message and response, action and reaction occur right now.<br /> Interactive – two-way communications where active dialogue (not passive monologue) is the key to engagement; where it’s more about the conversation than the initial message.<br />
    19. 19. Where is digital messaging headed?<br /> Individualized- one-to-one communications where relevant, preference-driven messaging is the norm and customer expectation.<br /> Real time– in the moment communications where the message and response, action and reaction occur right now.<br /> Interactive – two-way communications where active dialogue (not passive monologue) is the key to engagement; where it’s more about the conversation than the initial message.<br /> Multi-channel– cross-channel communications where customers use multiple channels and fluidly move between them; where channel choice, brand consistency and coordinated messaging truly matter. <br />
    20. 20. Where is digital messaging headed?<br /> Individualized- one-to-one communications where relevant, preference-driven messaging is the norm and customer expectation.<br /> Real time– in the moment communications where the message and response, action and reaction occur right now.<br /> Interactive – two-way communications where active dialogue (not passive monologue) is the key to engagement; where it’s more about the conversation than the initial message.<br /> Multi-channel– cross-channel communications where customers use multiple channels and fluidly move between them; where channel choice, brand consistency and coordinated messaging truly matter. <br /> Converged – melded communications where message types blur (marketing, service); where channels become incidental as interactions that begin in one channel are consummated in another. <br />
    21. 21. Where is digital messaging headed?<br />HUGE CHANGE<br />Customer Behaviors & Expectations<br />
    22. 22. Now add-in customer control<br />IM<br />Converged<br />Device<br />Converged<br />Inbox<br />Brand A<br />Customer cross-channel control of messages and messengers – where some brands get access and some don’t. Access is earned.<br />
    23. 23. Now add-in customer control<br />IM<br />IM<br />Converged<br />Device<br />Converged<br />Inbox<br />Brand A<br />Brand B<br />Customer cross-channel control of messages and messengers – where some brands get access and some don’t. Access is earned.<br />
    24. 24. So what will the future look like?<br />Right message. Right channel. Right now.<br /><ul><li>Highly individualized, two-way conversations occurring in the moment.
    25. 25. Customers moving fluidly between channels; interactions initiated in one channel being consummated in another.
    26. 26. Customers controlling both the messages they get and messengers they choose to hear from.</li></li></ul><li>What should brands expect?<br />Customer Ownership & Control Changes<br />Customer Behavior & Expectation Changes<br /><ul><li>Either trend would cause serious business disruption happening solo.
    27. 27. Happening together will magnify the disruption, and pose unusually big opportunities for some brands; big risks for others.</li></li></ul><li>Why the BIG opportunities and risks?<br />Today’s Reality:<br />Message Confusion<br /><ul><li>Messaging siloed by channels and/or company business units
    28. 28. Messaging conducted by disjointed point solutions
    29. 29. Gap between customer messaging preferences and company capabilities</li></li></ul><li>Why the BIG opportunities and risks?<br />Today’s Reality:<br />Message Confusion<br /><ul><li>Messaging siloed by channels and/or company business units
    30. 30. Messaging conducted by disjointed point solutions
    31. 31. Gap between customer messaging preferences and company capabilities</li></ul>Tomorrow’s Requirement:<br />Message Convergence<br />
    32. 32. What are the implications?<br /><ul><li>Serious disruption to current business models:
    33. 33. Changes to marketing and sales cycles, such as real time data management and message decision making, and managing of message flows vs. channels
    34. 34. Consolidation and revamping of communication and business processes
    35. 35. Implementation of new customer care standards so all touch points count</li></li></ul><li>What are the implications?<br /><ul><li>Serious disruption to current business models:
    36. 36. Changes to marketing and sales cycles, such as real time data management and message decision making, and managing of message flows vs. channels
    37. 37. Consolidation and revamping of communication and business processes
    38. 38. Implementation of new customer care standards so all touch points count
    39. 39. Reorder of market leader rankings; some brands will thrive as others struggle to survive</li></li></ul><li>What are the implications?<br /><ul><li>Serious disruption to current business models:
    40. 40. Changes to marketing and sales cycles, such as real time data management and message decision making, and managing of message flows vs. channels
    41. 41. Consolidation and revamping of communication and business processes
    42. 42. Implementation of new customer care standards so all touch points count
    43. 43. Reorder of market leader rankings; some brands will thrive as others struggle to survive
    44. 44. Mad scramble to invest in right-minded people, solutions and especially enabling technologies</li></li></ul><li>What are the implications?<br /><ul><li>Serious disruption to current business models:
    45. 45. Changes to marketing and sales cycles, such as real time data management and message decision making, and managing of message flows vs. channels
    46. 46. Consolidation and revamping of communication and business processes
    47. 47. Implementation of new customer care standards so all touch points count
    48. 48. Reorder of market leader rankings; some brands will thrive as others struggle to survive
    49. 49. Mad scramble to invest in right-minded people, solutions and especially enabling technologies
    50. 50. BIG risks in loss of vital customer connections for communication and commerce for brands that don’t respond or respond wrongly</li></li></ul><li>What are the implications?<br /><ul><li>Serious disruption to current business models:
    51. 51. Changes to marketing and sales cycles, such as real time data management and message decision making, and managing of message flows vs. channels
    52. 52. Consolidation and revamping of communication and business processes
    53. 53. Implementation of new customer care standards so all touch points count
    54. 54. Reorder of market leader rankings; some brands will thrive as others struggle to survive
    55. 55. Mad scramble to invest in right-minded people, solutions and especially enabling technologies
    56. 56. BIG risks in loss of vital customer connections for communication and commerce for brands that don’t respond or respond wrongly
    57. 57. BIG rewards for brands that get it right</li></li></ul><li>What does ‘getting it right’ mean?<br />Customer Ownership & Control Changes<br />Customer Behavior & Expectation Changes<br />MESSAGE<br />CONVERGENCE<br />
    58. 58. What is Message Convergence?<br /><ul><li>Message Convergence is a customer engagement strategy for the new communications norm where brands …
    59. 59. Know their customers’ preferences, needs and wants
    60. 60. Act on what they know to actually coordinate their messaging
    61. 61. So meaningful content is delivered at the right time
    62. 62. And in the channel that’s most contextually relevant</li></li></ul><li>What is Message Convergence?<br /><ul><li>Message Convergence is a customer engagement strategy for the new communications norm where brands …
    63. 63. Know their customers’ preferences, needs and wants
    64. 64. Act on what they know to actually coordinate their messaging
    65. 65. So meaningful content is delivered at the right time
    66. 66. And in the channel that’s most contextually relevant
    67. 67. Message Convergence is about customer-adaptive messaging.</li></li></ul><li>What is Message Convergence?<br /><ul><li>Message Convergence is a customer engagement strategy for the new communications norm where brands …
    68. 68. Know their customers’ preferences, needs and wants
    69. 69. Act on what they know to actually coordinate their messaging
    70. 70. So meaningful content is delivered at the right time
    71. 71. And in the channel that’s most contextually relevant
    72. 72. Message Convergence is about customer-adaptive messaging.
    73. 73. Message Convergence is about staying connected with customers across multiple channels – channels now controlled by customers where access is a privilege extended to brands who earn it. </li></li></ul><li>What is Message Convergence?<br /><ul><li>Message Convergence is a customer engagement strategy for the new communications norm where brands …
    74. 74. Know their customers’ preferences, needs and wants
    75. 75. Act on what they know to actually coordinate their messaging
    76. 76. So meaningful content is delivered at the right time
    77. 77. And in the channel that’s most contextually relevant
    78. 78. Message Convergence is about customer-adaptive messaging.
    79. 79. Message Convergence is about staying connected with customers across multiple channels – channels now controlled by customers where access is a privilege extended to brands who earn it.
    80. 80. Message Convergence is about capitalizing on the opportunities – winning – and avoiding the risks.</li></li></ul><li>Where to start?<br />Start with technology; close your capabilities gap. Find a messaging technology solution to mimic customer behavior in your communications, stay connected with them, and follow their conversations across channels.<br />
    81. 81. Where to start?<br />Start with technology; close your capabilities gap. Find a messaging technology solution to mimic customer behavior in your communications, stay connected with them, and follow their conversations across channels.<br />Why technology? <br /><ul><li>Changes in customer behaviors/expectations driven by technology; solution rooted in technology too
    82. 82. Message Convergence is a technology-enabled customer engagement strategy; without it you get no where</li></li></ul><li>Where to start?<br />Start with technology; close your capabilities gap. Find a messaging technology solution to mimic customer behavior in your communications, stay connected with them, and follow their conversations across channels.<br />Why technology? <br /><ul><li>Changes in customer behaviors/expectations driven by technology; solution rooted in technology too
    83. 83. Message Convergence is a technology-enabled customer engagement strategy; without it you get no where</li></ul>Get your email under control. First place to apply new messaging technology in consolidating and coordinating email.<br />
    84. 84. Where to start?<br />Start with technology; close your capabilities gap. Find a messaging technology solution to mimic customer behavior in your communications, stay connected with them, and follow their conversations across channels.<br />Why technology? <br /><ul><li>Changes in customer behaviors/expectations driven by technology; solution rooted in technology too
    85. 85. Message Convergence is a technology-enabled customer engagement strategy; without it you get no where</li></ul>Get your email under control. First place to apply new messaging technology in consolidating and coordinating email.<br />Why email? <br />Widest deployed form of digital messaging; easily understood<br />Biggest positive impact on customer experience and bottom line<br />
    86. 86. What to look for in your technology solution?<br />Single solution. Find a single platform solution specifically built for the ‘new norm’ – not cobbled together, channel-specific point solutions – for coordinated, cross-channel messaging. It should: <br />Serve as central integration layer for all digital messaging in enterprise<br />Connect with different data sources, applications, systems and business processes across enterprise – horizontal integration <br />
    87. 87. What to look for in technology solutions?<br />Capable solution. Find a technologically advanced solution that’s capable of meeting future messaging needs – individualized, real time, interactive, multi channel, converged. It should be:<br />
    88. 88. What to look for in technology solutions?<br />Capable solution. Find a technologically advanced solution that’s capable of meeting future messaging needs – individualized, real time, interactive, multi channel, converged. It should be:<br /><ul><li>Powerful and reliable – support business-critical communications; scalable to success
    89. 89. Interoperable, inherently open – extensible framework; always keep partner options open</li></li></ul><li>What to look for in technology solutions?<br />Capable solution. Find a technologically advanced solution that’s capable of meeting future messaging needs – individualized, real time, interactive, multi channel, converged. It should be:<br /><ul><li>Powerful and reliable – support business-critical communications; scalable to success
    90. 90. Interoperable, inherently open – extensible framework; always keep partner options open
    91. 91. Agile and future proof – infinitely flexible, responsive; rules-based policy engine
    92. 92. Visibility on demand – know what’s happening; convert knowledge into marketplace advantage</li></li></ul><li>What to look for in technology solutions?<br />Capable solution. Find a technologically advanced solution that’s capable of meeting future messaging needs – individualized, real time, interactive, multi channel, converged. It should be:<br /><ul><li>Powerful and reliable – support business-critical communications; scalable to success
    93. 93. Interoperable, inherently open – extensible framework; always keep partner options open
    94. 94. Agile and future proof – infinitely flexible, responsive; rules-based policy engine
    95. 95. Visibility on demand – know what’s happening; convert knowledge into marketplace advantage
    96. 96. Configurable and usable – no one size fits all; customize to unique needs; capability is more critical than interface
    97. 97. Safe and secure – ensure customer confidence; protect and grow brand</li></li></ul><li>What to look for in technology solutions?<br />Total business solution. Find a solution that can deliver Message Convergence tactically in your daily operations first, then refine and roll-up to realize higher order business vision and value. Solutions that don’t tie directly to the business processes are of limited use.<br />
    98. 98. Message Convergence drives greater effectiveness and efficiency<br />Copyright © 2011  The Relevancy Group, LLCAll Rights Reserved<br />
    99. 99. Message Convergence drives greater effectiveness and efficiency<br />Technology Management<br />Marketing is integrated across channels to deliver relevant, contextually<br />correct content consistent with customer needs and circumstances.Integration is key.<br />Copyright © 2011  The Relevancy Group, LLCAll Rights Reserved<br />
    100. 100. Message Convergence drives greater effectiveness and efficiency<br />Technology Management<br />People Management <br />Process and people coordination. Marketing is driven by a coordinated customer centric organization where business success is measured by the value of customer experience.<br />Marketing is integrated across channels to deliver relevant, contextually<br />correct content consistent with customer needs and circumstances.Integration is key.<br />Copyright © 2011  The Relevancy Group, LLCAll Rights Reserved<br />
    101. 101. But most companies are organized in silos<br />
    102. 102. Marketers in silos don’t connect across the enterprise<br />Few Organizations Connect Customer Centric Practices, Data, Measurement Across Silos<br />Customers & Prospects<br />Field Marketing<br />Sales Management<br />Customers & Prospects<br />Loyalty Marketing<br />Product Marketing<br />Press and Others<br />Corporate/Brand Marketing<br />Investor Relations<br />Marketing Silos, Lack of Connected Marketing, see www.CMF4.com For The Connected Marketing Framework <br />Source: The Relevancy Group, LLC<br />
    103. 103. Few organizations practice ‘connected marketing’ creating a disjointed, chaotic competitive culture<br />Marketer<br />roles are<br />segregated.<br />The majority<br />lack sharing<br />a universal<br />connection<br />of process<br />and goals.<br />Question Asked: Please select the statement or statements that best represent how your marketing organization operates? (select all) <br />Source: The Relevancy Group Executive Survey, n=368 5/11, United States Only<br />
    104. 104. Role segregation and lack of connected marketing produces disjointed/incomplete view of customer<br />Customer Connected Marketing, when driven by coordinated connected marketing roles versus disparate marketing roles that serve only channels, see www.CMF4.com For The Connected Marketing Framework <br />Source: The Relevancy Group, LLC<br />
    105. 105. Centralizing for complete customer view remains elusive<br />Question Asked: For each of the following systems and data sources, please indicate your plans for integrating to them into a centralized database for use in marketing efforts? (select one for each)<br /> Source: The Relevancy Group Executive Survey, n=368 5/11, US Only<br />
    106. 106. Email as most widely deployed channel awaits convergence with other channels<br />Question Asked: Which marketing channels do you actively market in? (select all) <br />Source: The Relevancy Group Executive Survey, n=368 5/11, United States Only<br />
    107. 107. What does a converged capability look like?<br />Today:<br />Message Confusion<br /><ul><li>Convergence is about consolidating and integrating data, systemsandbusiness processes on single platform
    108. 108. It’s not about insource/outsource – can still point to ESP or other cloud provider</li></li></ul><li>What does a converged capability look like?<br />Today:<br />Message Confusion<br />Tomorrow:<br />Message Convergence<br /><ul><li>Convergence is about consolidating and integrating data, systemsandbusiness processes on single platform
    109. 109. It’s not about insource/outsource – can still point to ESP or other cloud provider</li></li></ul><li>Message Convergence drastically reduces total cost of ownership<br />Single platform solution that supports Message Convergence improves effectiveness and creates efficiencies:<br /><ul><li>Optimize Opportunity Costs
    110. 110. Reduce Labor and Admin Costs
    111. 111. Decrease Power Consumption
    112. 112. Lower Mobile Message Costs</li></li></ul><li>In simplest example, savings increase through Message Convergence<br />
    113. 113. Designate a Champion to realize the value of Message Convergence<br /><ul><li>Appoint a champion to drive Convergence initiative forward</li></li></ul><li>Designate a Champion to realize the value of Message Convergence<br /><ul><li>Appoint a champion to drive Convergence initiative forward
    114. 114. An individual who can bridge several worlds — IT, Marketing and Customer Care</li></li></ul><li>Designate a Champion to realize the value of Message Convergence<br /><ul><li>Appoint a champion to drive Convergence initiative forward
    115. 115. An individual who can bridge several worlds — IT, Marketing and Customer Care
    116. 116. They must represent the customer experience as the end user sees and defines it</li></li></ul><li>Designate a Champion to realize the value of Message Convergence<br /><ul><li>Appoint a champion to drive Convergence initiative forward
    117. 117. An individual who can bridge several worlds — IT, Marketing and Customer Care
    118. 118. They must represent the customer experience as the end user sees and defines it
    119. 119. Champion should be CMO or come from/report to CMO’s office</li></li></ul><li>Designate a Champion to realize the value of Message Convergence<br /><ul><li>Appoint a champion to drive Convergence initiative forward
    120. 120. An individual who can bridge several worlds — IT, Marketing and Customer Care
    121. 121. They must represent the customer experience as the end user sees and defines it
    122. 122. Champion should be CMO or come from/report to CMO’s office
    123. 123. Act as liaison across all of the individual corporate silos in documenting their needs and integrating them into an overall action plan</li></li></ul><li>Designate a Champion to realize the value of Message Convergence<br /><ul><li>Appoint a champion to drive Convergence initiative forward
    124. 124. An individual who can bridge several worlds — IT, Marketing and Customer Care
    125. 125. They must represent the customer experience as the end user sees and defines it
    126. 126. Champion should be CMO or come from/report to CMO’s office
    127. 127. Act as liaison across all of the individual corporate silos in documenting their needs and integrating them into an overall action plan
    128. 128. Tasked with seeking out the proper technology infrastructure to facilitate Message Convergence, and in doing so illustrate the cost and effectiveness benefits</li></li></ul><li>Convergence whitepapers with prescriptive advice<br />Messagesystems.com/prepare4convergence<br />Messagesystems.com/DollarsAndSense<br />
    129. 129. Questions<br />

    ×