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Digital MarketingEnabling growth for PhilipsJos CaelersDigital Marketing groupOctober 13, 2011
A well-respected, blue-chip  company for over 100 years  Founded in 1891  Headquartered in Amsterdam, the Netherlands  Sal...
Building a leading company in Health and Well-being   Over the past decade we have fundamentally simplified our business p...
Our Health & Well-being portfolio  leverages critical global trends  Aging population  The number of people aged over 60 w...
Our brand promise  Designed around our customers  Easy to experience  AdvancedConfidential                Digital Marketin...
Marketing strategy  Example Healthcare  •  Strengthen our brand in Healthcare  •  Create more promoters  •  Focus on clini...
Philips LinkedIn Survey findings•  The group on LinkedIn allowed Philips to build a large community of   people within the...
Traditional Marketing and Sales funnel               Marketing                                                            ...
Digital Marketing @ Philips                                 Digital bridge         Marketing                              ...
Digital bridge  In order to realize this a number of pre-conditions need to be brought in     place:  •  Handshake M&S: cl...
Philips has build many best in class  components for online marketing enablement                         Social presence  ...
Intelligent Marketing Automation addresses critical pain points and build  the digital future Pain points have been       ...
A gradual approach with simultaneous  innovation and deployment trackConfidential      Digital Marketing group, October 13...
Lessons learned   Positive                                               Improvements   •  Integration of different touch ...
Philips, Jos Caelers
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Philips, Jos Caelers

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DIGITAL MARKETING ENABLING GROWTH FOR PHILIPS presentation at Enterprise Marketing 2.0

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Philips, Jos Caelers

  1. 1. Digital MarketingEnabling growth for PhilipsJos CaelersDigital Marketing groupOctober 13, 2011
  2. 2. A well-respected, blue-chip company for over 100 years Founded in 1891 Headquartered in Amsterdam, the Netherlands Sales over EUR 26 billion (USD 33 billion) Over 30% in emerging economies >118,000 employees Sales and service outlets in over 100 countries Globally recognized brand (world top 50) Our brand value almost doubled to $8.1bn since 2004 €1.8 billion investment in R&D, over 6% of sales 55,000 patent rights – 33,000 registered trademarks – 49,000 design rightsConfidential Digital Marketing group, October 13, 2011
  3. 3. Building a leading company in Health and Well-being Over the past decade we have fundamentally simplified our business portfolio, investing proceeds from disposals in our Healthcare, Consumer Lifestyle and Lighting businesses 3% 7% Healthcare 9% Lighting 15% 35% 11% Consumer Lifestyle 37% 1998 2009 actual indicative Components sales split sales split 13% Semiconductors Business electronics 42%1 28% Origin 1 - Consumer Lifestyle in 1998 includes the former DAP and CE divisionsConfidential Digital Marketing group, October 13, 2011
  4. 4. Our Health & Well-being portfolio leverages critical global trends Aging population The number of people aged over 60 will double from 500m today to 1 billion by 2015. Emerging markets 99% of future population growth will be in emerging markets. Emerging markets already produce 28% of global GDP. Empowered consumers Demanding solutions to fulfill their personal needs. Climate change and sustainable development 19% of global electricity consumption is used for lighting. We can save 40%...or 600 power stations worth of energy!Confidential Digital Marketing group, October 13, 2011
  5. 5. Our brand promise Designed around our customers Easy to experience AdvancedConfidential Digital Marketing group, October 13, 2011
  6. 6. Marketing strategy Example Healthcare •  Strengthen our brand in Healthcare •  Create more promoters •  Focus on clinical staff/management –  high interest in communities •  Build relationships •  Facilitate dialogue •  Be trustworthy/credible •  Focus on strengthening existing relationships –  70% of revenue comes from servicesConfidential Digital Marketing group, October 13, 2011
  7. 7. Philips LinkedIn Survey findings•  The group on LinkedIn allowed Philips to build a large community of people within their target audience•  The people who joined the group are more influential than the average person within the target•  People who are part of the community have a more favorable impression of PhilipsInnovations in Lighting group: Innovations in Health Group•  Awareness (+20 pts), key •  Awareness (+28 points), attributes for “meaningful purchase consideration (+7 pts) innovations” (+17) and and attributes for “meaningful “authoritative voice” (+8) and innovations” (+6) and “an purchase consideration (+3) authoritative voice” (+7)Confidential Digital Marketing group, October 13, 2011 7
  8. 8. Traditional Marketing and Sales funnel Marketing SalesConfidential Digital Marketing group, October 13, 2011 8
  9. 9. Digital Marketing @ Philips Digital bridge Marketing Sales 9 •  Digital bridge that need to be constructed between Marketing and SalesConfidential Digital Marketing group, October 13, 2011
  10. 10. Digital bridge In order to realize this a number of pre-conditions need to be brought in place: •  Handshake M&S: clear agreements on roles and responsibilities -  Single database: clear definitions on what is a qualified lead, what customer insight is needed -  Define End2end processes and measurement: Avoid sub optimization -  Social integration: In order to provide a 360 view social is key as a lot of conversation take place there (open or in closed environment)Confidential Digital Marketing group, October 13, 2011 10
  11. 11. Philips has build many best in class components for online marketing enablement Social presence Community platform Email marketing Behavior Lead platform targeting qualification call solution center Search engine Website Forms CRM / Lead marketing platform platform Online Measurement Advertising platform platformConfidential Digital Marketing group, October 13, 2011 11
  12. 12. Intelligent Marketing Automation addresses critical pain points and build the digital future Pain points have been …. which will be addressed by … to deliver best-in-class identified regarding B2B the new Marketing Automation capabilities to Philips marketing…. program… marketeers and sales We lack a platform that Objectives of the Intelligent Example capabilities connects all components Marketing Automation (IMA) provided by IMA seamlessly together • Empower the business • Easy to create multi-touch marketing employees to run •  Target the right buyer point campaigns automated marketing •  Get the right leads for sales • Easy to deploy customer campaigns independently nurturing strategies •  Nurture leads automatically • Integrated to deliver end-to- • Provide deep customer end experience to customer insight during the end-to- •  Deliver sales intelligence end process from marketing We lack speed in adopting to order •  Do more with less new technologies •  Measure everything • E.g. social login, call center •  Easily execute campaigns integration… •  Revenue performance We lack insights management • Customer insights based on all customer interaction • Holistic campaign reportingConfidential Digital Marketing group, October 13, 2011 12
  13. 13. A gradual approach with simultaneous innovation and deployment trackConfidential Digital Marketing group, October 13, 2011 13
  14. 14. Lessons learned Positive Improvements •  Integration of different touch •  Involve sales from the start; points and measurement of Marketing adds not only value effectiveness to the sales funnel but also •  Shows that IMA can stretch the contributes to decision support interactivity around an event •  Lead scoring/ Qualification (pre, during and after) should be part of the process to •  Good insight on the impact on be able to transfer the leads process, system and people •  More information on the local •  Pilot experiences provide a organization needed upfront good starting point for change (business readiness management assessment)Confidential Digital Marketing group, October 13, 2011 14

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