Alterians Jan 2009 Webinar 6th Annual Survey Review Presentation


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Alterian’s 6th Annual Survey Results Webinar offered insights into how technology should be empowering Marketers to help them have a productive day, including:

•How many different marketing applications are utilized for a campaign and which ones are used the most frequently?
•What is the hardest or most difficult part of running a campaign?
•How central is the website in the overall marketing mix?
•How much are marketers spending on online and offline direct marketing?

With the Marketer's Day becoming more and more complicated as channels are proliferating, creating and managing multi-channel campaigns has never been more challenging. Alterian believes it is imperative that the right technology is used throughout the Marketer’s Day to empower the marketer with better insights of the customer, making it easier to engage and to demonstrate results.

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Alterians Jan 2009 Webinar 6th Annual Survey Review Presentation

  1. 1. 6th Annual Survey Review The Marketer’s Day January 22, 2009
  2. 2. Alterian’s 6 th Annual Survey Objective <ul><li>The Marketer’s Day </li></ul><ul><li>Conduct an analysis of ‘the marketer’s day’ </li></ul><ul><li>Identify what technology marketers are using for campaign creation and execution </li></ul><ul><li>Explore the online and offline budgets of marketing professionals </li></ul>
  3. 3. Alterian’s 6 th Annual Survey - Methodology <ul><li>Conducted October 1 – December 4, 2008 </li></ul><ul><li>Over 1,500 Marketers, Agencies, Marketing Services Providers (MSPs) and Systems Integrators surveyed </li></ul><ul><li>Provides a clear year-on-year comparative analysis </li></ul>
  4. 4. Analysis of Respondents 1,545 Surveyed
  5. 5. The Marketer’s Day <ul><li>It’s about customer interaction </li></ul><ul><li>It’s online and offline </li></ul><ul><li>It’s complex </li></ul><ul><li>It’s frustrating </li></ul><ul><li>It’s going to need investment in integration </li></ul><ul><li>It should be website centric </li></ul><ul><li>It’s becoming focused on engagement </li></ul>
  6. 6. What Do You Mean by Online? <ul><li>Banner Ads </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Pay Per Click </li></ul><ul><li>Blogs </li></ul><ul><li>Community Leverage/Participation </li></ul><ul><li>Email </li></ul><ul><li>Website </li></ul>
  7. 7. Online Marketing <ul><li>How do you expect your online direct marketing expenditure to change over the next over the next 12 months? </li></ul>
  8. 8. Shift from Mass to Measurable Marketing <ul><li>“ What this means is that a recession will accelerate the decline of interruption-based mass advertising that simply shouts your message to customers. In it place we will see increased growth in measurable and relationship-based strategies such as a search marketing, email marketing, lead nurturing and online communities.” </li></ul>
  9. 9. Marketing is Becoming Two Way Experience Engage Conversation Value Listen Collaborate Relationship Two Way (2.0 Way) Relationship LAUNCH CAMPAIGNS EMAIL BLASTS LEAD CAPTURE DM – CARPET BOMBING PUSH MARKETING GUERILLA MARKETING TARGET One Way Battle Transforms into
  10. 10. It’s Online and Offline <ul><li>Offline Direct Marketing Expenditure 2005 - 2008 </li></ul>
  11. 11. Offline Marketing <ul><li>Getting more intelligent </li></ul><ul><ul><li>Statement marketing </li></ul></ul><ul><ul><li>Loyalty magazines/coupons </li></ul></ul><ul><ul><li>Catalog segmentation </li></ul></ul><ul><li>Needs to be supported by online </li></ul><ul><ul><li>$93 Billion spent online </li></ul></ul><ul><ul><li>$137 Billion spent offline on internet influenced purchases </li></ul></ul>
  12. 12. It’s Complex <ul><li>Number of Marketing Applications Used to Run a Campaign </li></ul>
  13. 13. Type of Marketing Applications Used
  14. 14. How to do we justify spending on integration? <ul><li>Marketing still needs more investment in integrated technology, processes and databases </li></ul><ul><ul><li>Finance/Manufacturing: ERP </li></ul></ul><ul><ul><li>Sales: SFA/CRM </li></ul></ul><ul><ul><li>HR: self-service applications </li></ul></ul><ul><ul><li>Marketing: various siloed applications purchased, data owned by others </li></ul></ul><ul><li>Greater demands on Marketing budgets in 2009 </li></ul><ul><li>So where’s the money coming from? </li></ul>$ $
  15. 15. From creating a Marketing Dividend <ul><li>What is a marketing dividend? </li></ul><ul><li>The savings which can be made in the overall marketing budget by the implementation of integrated technology. </li></ul><ul><li>This marketing dividend can be used to maintain marketing communications spend if budgets are reduced and increase communications spend if the overall budget remains static. </li></ul>
  16. 16. Marketing Operational Spend Marketing Communications Spend Main Allocation of Marketing Budget
  17. 17. Applying Integrated Technology Releases a Marketing Dividend Save/free-up money Marketing Effectiveness
  18. 18. Marketing Effectiveness Applying Integrated Technology Releases a Marketing Dividend Save/free-up money Reduce costs Free-up people Marketing Dividend Marketing Efficiency
  19. 19. <ul><li>Marketing Dividend = </li></ul><ul><li>Increase in available spend </li></ul><ul><li>Faster time to market </li></ul><ul><li>Faster time to customer satisfaction </li></ul>Driving More Revenue
  20. 20. The Most Difficult Part of Running a Campaign
  21. 21. <ul><li>Marketers Get It </li></ul><ul><li>They want to do the analysis </li></ul><ul><li>They want to measure </li></ul><ul><li>They want to be empowered </li></ul>It’s Frustrating So what is stopping them?
  22. 22. Back to Basics <ul><li>Database Marketing Basics </li></ul><ul><li>Access to data </li></ul><ul><li>Speed to get access to data </li></ul><ul><li>Analytical Marketing Tools </li></ul><ul><li>Ease of use </li></ul><ul><li>Train-of-thought tools for marketers to use </li></ul><ul><li>Getting Some Help </li></ul><ul><li>Service providers who can help organizations to understand what the customer looks like </li></ul>
  23. 23. It Should be Website Centric Importance of Website in Overall Marketing Mix (By Segment)
  24. 24. The Opportunity to Market <ul><li>When you have someone on your website, it is a great opportunity to communicate with them </li></ul><ul><li>It’s your chance to engage , to persuade or to educate </li></ul><ul><li>You never get a second chance to make a good first impression – that chance could be brief </li></ul><ul><li>The website is your brand </li></ul>
  25. 25. Modern Web Content Management <ul><li>Democratises the contribution of content </li></ul><ul><li>Drives dynamic websites </li></ul><ul><li>Builds Taxonomies – to understand and tag your content </li></ul><ul><li>Drives SEO from within the website </li></ul><ul><li>Enables speed to market </li></ul>
  26. 26. It’s Becoming Focused on Engagement The Engagement Cycle “ As marketing leaders embark on the engagement journey they will discover old habits are hard to break” Suresh Vittal, Principal Analyst, Forrester Research
  27. 27. Summary – The Marketer’s Day <ul><li>What do marketers need to think about in the next 12 months? </li></ul><ul><li>Customers want 2 way conversations and balanced online marketing spend must address this </li></ul><ul><li>Online and offline marketing needs to be integrated which is possible with the right technology investment </li></ul><ul><li>Creating a marketing dividend will help fund this investment </li></ul><ul><li>Working with partners will help crack the data and analytics challenges </li></ul><ul><li>Evaluate and develop the central role of the website </li></ul><ul><li>Think about customer engagement strategy </li></ul>
  28. 28. Thank You <ul><li>Contact: </li></ul><ul><li>Bob Barker Vice President – Corporate Marketing, Alterian [email_address] </li></ul><ul><li>Presentation and recording will be available at: </li></ul><ul><li>February’s Webinar: </li></ul><ul><li>Building an Operational Campaign Management System Presented by Christian Wright, CTO, Merkle Register at: </li></ul>