Snapshot of Consumer Behaviors of March 2024-EOLiSurvey (EN).pdf
We Don't Have the Resources for That: Overcoming Strategic Marketing Roadblocks
1. “WE DON’T HAVE THE RESOURCES FOR THAT”
Overcoming Strategic Marketing Roadblocks
By Jim Dayton
05.12.2020
2. • Director of Strategic Planning at
Walz Tetrick Advertising*
– Led emerging media efforts in pharma
– VP of Marketing in non-profit sector
– Consultant
– Marketing & sales in
telecommunications
– Author & musician
HELLO, MY NAME IS… JIM
*All information presented is my own and not necessarily the views or opinions of my employer
11. AND PROVIDE VALUE
Go beyond usage and
sales data
Identify behavior that
is replicated across
customer groups
Define the customer
journey
Create opportunities
for customers to be
advocates
TRANSACTIONS
Provide a good product
Provide good service
Be a resource
Be relevant
SERVICES
Meet customer needs
Fit the customer’s
lifestyle
Be willing to listen and
act accordingly
Provide value beyond
the product
Make the customer’s
concerns your
concerns
CONSUMER-
CENTRIC
Use technology as
intended
Create the optimal
marketing mix
Develop seamless
content
Provide value across
all channels
MULTI-CHANNEL
12. A GREAT PRODUCT + SOLID CUSTOMER
RELATIONSHIPS = RELEVANCE
(getting warmer)
13. CREATE A HUMAN BRAND
• Passionate believers
• Do good
• Go the extra mile
• Be honest
• Make mistakes
• Learn, grow, celebrate
• BE YOURSELF
14. A GREAT PRODUCT + SOLID CUSTOMER
RELATIONSHIPS + HUMAN IDENTITY
= RELEVANCE
(maybe, one more thing)
15. MEASURE ACROSS THE CONTINUUM
AWARENESS ACQUISITION AFFINITYCONVERSION RETENTION
TV / RADIO / OOH / PRINT
PAID SEARCH / PPC / DIGITAL DISPLAY
MOBILE / SOCIAL / EMAIL / DIRECT
WEBSITE / LIVE CUSTOMER SERVICE / CHATBOTS
TACTICSKPIs
• Conversation
• Share of Voice
• Database Growth • Sales Lift • Customer Satisfaction • Lifetime Value
ROI
Market Research
• Feedback
• Sentiment
Market Research
• Branding
• Messaging
Revenue
• Sales
Increased Revenue
• Customer Loyalty
• Referral Sales
Increased Revenue
• Lifetime Value
• Customer Profiling
16. STAY AHEAD OF THE TRENDS
• Humanization and The New
Model
• Multi-Channel Marketing
• Voice Search
• AI and Machine Learning
• Content and Video Marketing
• Programmatic & Native
• Marketing Automation
17. A GREAT PRODUCT + SOLID CUSTOMER
RELATIONSHIPS + HUMAN IDENTITY +
BUSINESS INTELLIGENCE
= RELEVANCE
21. 3 MAJOR ROADBLOCKS
1. Resources
2. Silos
3. History WARNING: To overcome these roadblocks you
will have to be inventive, patient and do
some work outside your normal
responsibilities.
22. “WE DON’T HAVE THE RESOURCES”
TIME PEOPLE BUDGET
HARDWARE
SOFTWARE
PROCESSES
23. RESOURCES ROADBLOCK
• You’re going to have the “Resources”
conversation when:
– Customer segmentation is wrong
– Customers are engaging in channels the company
doesn’t utilize
– Customers are not engaging in the channels the
company does utilize
– Company wants to “up their game”
27. SILOS ROADBLOCK
• When customer knowledge is “owned” by
Marketing
– Collaboration across teams breaks down
– Marketing misses out on profitable engagements
– The marketing strategy gets stale faster
– Other teams go rogue
29. BE THE TIE THAT BINDS
• David Thompson
– Senior Applications Scientist at
Chemical Computing Group
– While working at Boehringer
Ingelheim he created an app to
randomize your lunch partner
– Increased cross department
collaboration
30.
31. HISTORY ROADBLOCK
• You can’t teach an old dog…
– You can’t discard the past, but you need to evolve
– There will be resistance
– Organizational mindset change takes more time
– Growth happens outside the comfort zone