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Marketing Management der Zukunft mit CONTENTSERV

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Welche Trends das Marketing in Zukunft erwarten – angefangen von einer Vielzahl von Customer Touch Points bis hin zur zielgerichteten Multichannel Marketing Automation – und wie Sie mit Hilfe entsprechender Technologien effizienter und zielgerichteter Ihre Kunden erreichen können, erläuterte Kai Gritschke, CMO der CONTENTSERV GmbH in seinem Vortrag auf SOM.

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Marketing Management der Zukunft mit CONTENTSERV

  1. 1. Halle H2 Stand H.07 #Contentserv #PIM
  2. 2. Use Set-Up Purchase Decision Research Sharing Awareness The 7 Steps of a Customer Journey
  3. 3. An jedem Punkt der Reise gibt es heute ein Vielzahl an „Touchpoints“. Damit steigen Ihre Marketingmöglichkeiten, aber auch Herausforderungen.
  4. 4. Immer mehr Customer Touch- Points müssen immer schneller bedient werden
  5. 5. Die Kommunikation mit dem Kunden wird jeden Tag komplexer „Explosion der Medienwelt“:  Internet, Print, Mobile, E-Commerce, Social Media, POS… Erfordernis konsistenter Produktbeschreibungen:  Bedienen von durchschnittlich 20-50 verschiedenen „Touch-Points“ bzw. Kanälen
  6. 6. Unterdessen sind die Kundenerwartungen im Wandel … in der Verwendung gesammelter, persönlicher Daten Wenn der Kunde der Verwertung zugestimmt hat, ERWARTET er Relevanz:  Für ihn relevante Produkt- & Serviceinformationen  Für ihn relevante Promotions und Angebote  zunehmend kontextrelevante Informationen (Ort-, Zeit-, Device-abhängig,…) … in der Kommunikation mit dem Unternehmen  Der „Marketing-Monolog“ wird zum Dialog: Kommunikationsnetzwerk aus Kunde – Community – Unternehmen  Der Kunde erwartet ein „Mitspracherecht“
  7. 7. Touch-Points Relevant Info viele weltweit
  8. 8. Was heißt dies für Sie, die Marketingprofis?
  9. 9. Effiziente Marketingprozesse sind wettbewerbsentscheidend Produktkommunikation wird immer schneller  Time-to-Market und Time-to-Customer werden immer wichtiger Komplexität effizient managen  Zunehmende Kunden-Touchpoints, weltweit  Begrenzte interne Resourcen
  10. 10. Von der Product-/Services Company zur CUSTOMER COMPANY Ihr Kunde bestimmt mit  auf welchen Kanälen mit ihm kommuniziert wird  welche Informationen (Sortiment, Inhalte, Stil) er erhält  Welche Produkte für ihn entwickelt und angeboten werden Wachstumsstrategien erfordern  Zielgruppen-gerechte Ansprache (Region, Kultur, soziodemographische Gruppen,…)  Mittelfristig einen anspruchsvollen Micro-Targeting-Ansatz  Langfristig einen hochtechnisierten „Customer Automation“- Ansatz
  11. 11. Von der Product-/Services Company zur CUSTOMER COMPANY Micro-Targeting:  Zielgruppenspezifische Kommunikation (vs. Gesamtgruppe)  Beispiel: Barack Obama‘s 2008 & ´12 Wahlkampagne, insb. in den „Swing States“ Marketing Automation  Verbindung von E-Mail Marketing Technologie und einem strukturierten Vertriebsprozess (“CRM” Software erfasst Marketingpromos & Kontaktstatus)  Beispiel: eNewsletter - Messeeinladung – Messegespräch – Vertriebstermin
  12. 12. Von der Product-/Services Company zur CUSTOMER COMPANY Customer Automation  Micro-Zielgruppen erhalten gemäß den Kundeninformationen im CRM die für sie spezifische Produkt- & Promotion-Informationen.  Nutzung von mehreren Dimensionen  Ort  Zeit  Touchpoint  Profil inkl. Big Data Quellen  Lead Status  Kaufverhalten  Produktbewertung  ...
  13. 13. Customer Companies – es gibt sie schon! Kroger ist der größte traditionelle Lebensmitteleinzelhändler in den USA mit 2500 Supermärkten  Personalisierte Werbung:  Treue Kunden erhalten 4x im Jahr personalisierte Coupons, basierend auf den über ihre Kundenkarte erfassten Daten.  Extrem hohe Einlöserate, da jeder Kunde genau die Coupons erhält, die zu seinen kürzlich gekauften Produkten passen.  Personalisierte Kommunikation:  An Selbstbedienungskassen wird der Kunde akustisch informiert, ob noch eine wichtige Nachricht für ihn auf der Rechnung steht.  Z.B. können diese kundenspezifischen Meldungen Warnungen vor zurückgerufenen Produkten beinhalten, die der Kunde zuvor schon einmal gekauft hatte. Quelle: Elliot Campbell
  14. 14. CONTENTSERV begleitet Sie auf Ihrer Reise!
  15. 15. Enterprise Marketing Management (EMM) Content Marketing Information Management Produktion Multi Channel Management Management Marketing Resource Management
  16. 16. EMM als Fundament für kundenspezifisches und -relevantes Micro-Targeting Kundenrelevante Marketingkommunikation und -promotions  Multidimensionale Inhalte für automatisiertes Optimieren der Kommunikation (Customer Automation)  Lernendes Marketing System, das eine kundenspezifische Ansprache umsetzen kann Bestehende Marketing- & Produktinformation nutzen, HEUTE & MORGEN  Baukastenprinzip =  Heute & Morgen von EMM profitieren  Heute schon die Basis für Ihre „Customer Company“ legen
  17. 17. CONTENTSERV Lösungen begleiten Ihre „Reiseplanung“ Stationen Ihres Weges zur Customer Company Manufacturing / Services / Trading Company Customer Company 2014 MIM – Marketing Information Management:  PIM  MAM/DAM  Publication Management MRM – Marketing Resource Management Upgrade MCM – Multichannel Management:  E-Shop Management & Integration  Multichannel Campaign Management MCM – Multichannel Management:  Marketing Automation (Rules Engine Integration) CAM – Customer Automation Management  Micro-target & context-driven MIM-MCM- MRM
  18. 18. Kontakt CONTENTSERV AG Hauptstrasse 19 9042 Speicher (AR) Schweiz T: +41 71 566-1000 E-Mail: rgauch@contentserv.com Web: www.contentserv.com CONTENTSERV GmbH Werner-von-Siemens-Str. 1 85296 Rohrbach/Ilm T: +49 8442 9253-800 E-Mail: kgritschke@contentserv.com Web: www.contentserv.com Roland Gauch Verwaltungsrat Kai Gritschke CMO
  19. 19. Halle H2 Stand H.07 #Contentserv #PIM

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