Getting Your Marketing Strategy Right                                            themselves in their customers’ shoes.    ...
About the CMO Asia Summit 2013  The      Marketing     Network         –  marcus evans Summits group                  This...
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Getting Your Marketing Strategy Right: Interview with: Regan Yan, Managing Director, Digital Alchemy


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Getting Your Marketing Strategy Right: Interview with: Regan Yan, Managing Director, Digital Alchemy, a sponsor company at the marcus evans CMO Asia Summit 2013, on getting the marketing strategy piece right.

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Getting Your Marketing Strategy Right: Interview with: Regan Yan, Managing Director, Digital Alchemy

  1. 1. Getting Your Marketing Strategy Right themselves in their customers’ shoes. requires the breakdown of many truisms The problem is that most CMOs are not that marketing has lived by. actually consumers of the products they Organisations are trying to transform are marketing, so that is quite a from product-led to customer-led, but dangerous thing to do. that transition is enormously difficult as organisations are built around products. CMOs need to look at how their All their systems are product systems organisation is interacting with its and the reporting is product reporting. customers. Marketing is not just about Only start-ups are able to do this easily, TV ads anymore, but about creating as they do not start with a product conversations, engaging with customers legacy. They start with the customer at and taking care of the customer the centre of their universe, but that is experience. What experience does not so easy for other organisations.Interview with: Regan Yan, someone have when he walks into yourManaging Director, Digital Alchemy store or visits your website? The millions of dollars that marketing“Many organisations today lack a clear puts into different media can verymarketing strategy,” says Regan Yan, quickly be destroyed by a series of bad CMOsManaging Director, Digital Alchemy. customer experiences. Marketers have“We often see a collection of tactical to start listening to their customers andresponses, people running around looking at the processes that one has tobuilding capabilities, campaigns and go through, to buy, use or upgrade theirmarketing collateral, all in isolation of products.any strategy,” he adds.From a sponsor company attending the Many of our clients are rebuilding their organisation around customer-facing need tomarcus evans CMO Asia Summit processes, looking at them from the get ready2013, in Macao, China, 27 - 29 May, customers’ perspective. That is a goodYan puts the spotlight on what Chief start for a marketer. They must alsoMarketing Officers (CMOs) need to think how customers engage with thefocus on today. organisation through all the different channels.How could marketing strategies bebetter integrated? Instead of very broad-based marketing campaigns, CMOs have to focus on how for theThe biggest issue today is the lack of they can drive very specific outcomes. changemarketing strategy and not howstrategies are integrated. Very few Any final words of advice?organisations have a comprehensivecustomised strategy that considers CMOs need to get ready for the change.customer objectives, what actions they Most people think of the change inintend to take and what capabilities they terms of technology and the differentneed to build to achieve those goals. social media channels that are nowThe strategy piece itself is often available, but this is more than that.missing. The biggest challenge is the challenge of change from within. How does oneHow can CMOs better engage and create a marketing organisation thatunderstand consumers? knows how to engage with customers and manage conversations? The entireThe mistake CMOs tend to make is to organisation needs to change, whichsee their customers’ preferences based takes years.on their own. They think of whatproducts they would want to buy and Marketing can put the systems andwhat features they want, putting processes in place, but this change
  2. 2. About the CMO Asia Summit 2013 The Marketing Network – marcus evans Summits group This unique forum will take place at The Venetian Macao-Resort-Hotel, Macao, delivers peer-to-peer information China, 27 - 29 May 2013. Offering much more than any conference, exhibition or on strategic matters, professional trade show, this exclusive meeting will bring together esteemed marketing trends and breakthrough professionals and solution providers to a highly focused and interactive networking innovations. event. Please note that the Summit is a Contact closed business event and the number of participants strictly Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits limited. Division Tel: + 357 22 849 313 Email: For more information please send an email to All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.comAbout Digital AlchemyDigital Alchemy is Asia Pacific’s leading Database Marketing Service Provider. We help organisations create a positive customerexperience and achieve customer centric marketing by utilising technological solutions to optimise the use of customer data. Thisproven transformation process integrates our expertise in the development of innovative customer strategies, analytics, campaignautomation, database design and development, and blends these capabilities with the business-specific knowledge of our clients.For more information, please visit: www.digitalalchemy.asiaAbout marcus evans Summitsmarcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discussstrategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity toindividually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one business meetings.For more information, please visit: www.marcusevans.comUpcoming EventsCMO Summit (Australia) - www.cmoanzsummit.comCMO Japan Summit - www.cmojapansummit.comTo view the web version of this interview, please click here: