Patrick McLeanVerizon Interactive:     A Case Study for Marketing Tr ansformation
Who is Verizon?                  2
Who is Verizon Telecom?                          3
Who people sometimes think is Verizon Telecom?                                                 4
What we are doing about it?  Business Transformation                aligned with     Social Transformation
Consumers are living digitally    Ecommerce is growing > 20% per year    > 50% of online adults now participate in social ...
We must transform to a Digital Brand                   Verizon Digital Brand                            Strategic         ...
Digital must become a part of Verizon’s DNA
Shifting Marketing & Sales to OnlineChannel Mix100% 50%  0%        2009        2010      2011       2012               Onl...
Challenges•    Accelerate consumer behavioral changes•    Increase online channel productivity•    Maintain low channel cost
“When someone acknowledges us as    individuals and personalizes our experience    based on our unique characteristics, we...
A New Customer Experience – from“One Size Fits All” to Personalized
Atomic Targeting                                                                                                       Get...
Shopping Personas      The                   The Get It Done           The Wheeler            The Methodical            Th...
Operating Model                                                             Dynamic Site     Audience Data                ...
The Issues•Transparency•If you tell me what the info will be used for, I’ll tell you something about myself, as longas I c...
Upcoming SlideShare
Loading in …5
×

Patrick McLean: Verizon Interactive: A Case Study for Marketing Transformation

2,009 views
1,855 views

Published on

Patrick McLean, Executive Director, Verizon Interactive: Presentation on how Verizon Interactive built there digital brand.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,009
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
68
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Patrick McLean: Verizon Interactive: A Case Study for Marketing Transformation

  1. 1. Patrick McLeanVerizon Interactive: A Case Study for Marketing Tr ansformation
  2. 2. Who is Verizon? 2
  3. 3. Who is Verizon Telecom? 3
  4. 4. Who people sometimes think is Verizon Telecom? 4
  5. 5. What we are doing about it? Business Transformation aligned with Social Transformation
  6. 6. Consumers are living digitally Ecommerce is growing > 20% per year > 50% of online adults now participate in social media Consumers want content aggregated for them, not concerned with source Consumers expect seamless integration across platforms and devices Mobile rapidly becoming a main channel for video and social content Digital ad spending growing at > 25% globally
  7. 7. We must transform to a Digital Brand Verizon Digital Brand Strategic Imperatives: Imperatives: Cross-Channel Integration Change our Culture & Incentives Customer Generated Content and Social Media Drive Digital Conversations Targeting and Personalization Evolve Online My Verizon Platforms E-Commerce/ Learn & Small Business Sales Center Market With a Digital Focus – Pricing, CTA, Spend
  8. 8. Digital must become a part of Verizon’s DNA
  9. 9. Shifting Marketing & Sales to OnlineChannel Mix100% 50% 0% 2009 2010 2011 2012 Online Traditional
  10. 10. Challenges• Accelerate consumer behavioral changes• Increase online channel productivity• Maintain low channel cost
  11. 11. “When someone acknowledges us as individuals and personalizes our experience based on our unique characteristics, we feel understood and valued. Our feelings of good will increase. Our confidence grows. Our tolerance broadens. “Personalization casts a powerful spell!”Waiting for Your Cat to Bark? Bryan & Jeffrey Eisenberg
  12. 12. A New Customer Experience – from“One Size Fits All” to Personalized
  13. 13. Atomic Targeting Get It Now Sports Consumer Movies Methodical Intent Family Learn Collaborator Technology Opinion Movers Shop Seeker Wheeler FWK/Boomers Switchers Buy FiOS Internet Dealer Anonymous & TV Young Adult Singles and Active Tech “What I Shoppers New FiOS Internet Couples want” Acquisition HSI Default -Anonymous 1st Visit Phone New York Return HSI UpsellrPhiladelphia FiOS Upgrade & Renewal Florida Existing HSI Upgrade & Renewal National VASIP … Customer Product Shopping Shopping Shopping Life Stage PassionsGeography Status Type Set Intent Stage Persona
  14. 14. Shopping Personas The The Get It Done The Wheeler The Methodical The Opinion Collaborator Decision Maker /Dealer Shopper Seeker It’s difficult enough to Too much detail I’d hate to make the meet everyone’s I love the feeling of slows me down. I just The more I know, the wrong choice so I needs in the house – gaming the system want to check this off less likely I am to be check with people why does the process and getting a great my to-do list as ripped off. who might know have to be so deal. quickly as possible. more than I do. complex?
  15. 15. Operating Model Dynamic Site Audience Data Infrastructure Personal Web Consistent & cumulativeClear Business Objectives experiences across moments of truth Robust CMS and Audience Analytics Adaptive Learning – Audience Focused Optimization
  16. 16. The Issues•Transparency•If you tell me what the info will be used for, I’ll tell you something about myself, as longas I can connect the dots•Privacy•I’m okay with having data about myself used to enhance a service, but less cool withprofiling me for targeted advertising•Validity•On most days, I’ll trust the recommendations of my friends over the company’s. Whyshould I trust what you’re telling me?

×