Under the Global Marketing Logistics name, DHL has started to apply the principles of logistics to marketing operations. This presentation explains the value proposition by taking the production line as a metaphor. We help large scale marketing operations to become more efficient, transparent and reliable. All in all making marketing more effective and allowing companies to do more with the same or the same with less resources. Our partner BrandMaker is for the 3rd consecutive year the leader quadrant of the Gartner MRM report.

1. 1 Hybrid Solutions | Singapore | May 2014
Name of the presenter
WHAT MARKETING CAN
LEARN FROM AUTOMOTIVE
Why DHL applies logistics to marketing and why we believe
you can benefit from it
By Matthieu Vermeulen | Director of Marketing Efficiency Solutions APAC

2. 2 Hybrid Solutions | Singapore | May 20142 Global Marketing Logistics | Singapore | March 2014
Henry Ford improved the production line
which revolutionized the car industry.
It is time to revolutionize marketing in the
same way.

3. 3 Global Marketing Logistics | Singapore | May 2014
30.000 COMPONENTS IN EACH CAR

4. 4 Global Marketing Logistics | Singapore | May 2014
HERE ARE 30.000 EXCLAMATION MARKS
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5. 5 Global Marketing Logistics | Singapore | May 2014
A CAR LOOKS SIMPLE BUT
Every car is a masterpiece of engineering.
An average car has over 30.000 parts and components.
It has to comply with rules and regulations GLOBALLY.
Yet cars are produced at an incredible speed and with
amazing variety:
• The Sunderland production line for the Nissan
Qashqai in the UK spits out a car every 62 seconds.
That means that every 62 seconds 30.000 parts have
to come together at various part of the production line
to manufacture these cars without interruption.
• A MINI can be ordered in a staggering 1M+
customized configurations.
Question: How is this possible?
Answer: logistics

6. 6 Global Marketing Logistics | Singapore | May 2014
MARKETING CAN ALSO BE COMPLEX
Corporate
Branding
ROI &
reporting
OOH

7. 7 Global Marketing Logistics | Singapore | May 2014
30.000 ASSETS CIRCULATE IN DELL’S “TAKE
YOUR OWN PATH” CAMPAIGN GLOBALLY
Online banners
Newspapers ads
Magazine ads
Digital OOH
Website
Youtube
Mobile

8. 8 Hybrid Solutions | Singapore | May 20148 Global Marketing Logistics | Singapore | March 2014
MARKETING
SHOULD BE
EASIER TO
MANAGE

9. 9 Hybrid Solutions | Singapore | May 20149 Global Marketing Logistics | Singapore | March 2014
效果
易操作性

10. 10 Global Marketing Logistics | Singapore | May 2014
HOW TO MAKE MARKETING SIMPLER?
Marketing Resource Management
Corporate
Branding
Assets
Production
Media
buying
Content
creation
Translation
Localization
ROI
SEO, SEA
Approval
workflows
A/B testingPrint
management
Art buying OOHBudgets &
planning
Agency
workflows
ReportingCustomer
Database
MRM: The marketing production line

11. 11 Global Marketing Logistics | Singapore | May 2014
LET US SIMPLY DELIVER CAMPAIGNS FOR YOU
Tools and processes for
management of creative
ideas and content
suitable for print, digital
and video distribution.
Tools and processes for creative
production management across
channels. Focus on efficient and
on-brand delivery.
Distribution of both print
and digital including
reporting and
return/bounce
management.
The underlying process
integrates with existing
process. Internal and
external stakeholders
are included.
Your global
creative work,
media plan and
channel strategy
Cross-channel
campaign delivered in
a more efficient way.
Keep control and visibility throughout the entire processMonitoring

12. 12 Global Marketing Logistics | Singapore | May 2014
SO YOU TAKE CONTROL OF THIS
When you apply
logistics to marketing
you will know who
works on what and
who waits for whom.
What is your
marketing situation?

13. 13 Global Marketing Logistics | Singapore | May 2014
AND CREATE ROI
INSTEAD OF WOI
Applying logistics to
marketing allows you to stop
Waste of Investment and see
Return of Investment.

14. 14 Global Marketing Logistics | Singapore | May 2014
EFFICIENCY. SIMPLY DELIVERED.

15. 15 Global Marketing Logistics | Singapore | May 2014
HOW DO WE DELIVER MARKETING LOGISTICS
Assess and analyze the
existing operations.
Provide tools &
infrastructure for planning,
budgeting, asset
management, workflows.
Connect to ERP, CRM,
sales and lead
management analytics and
online marketing tools.

16. 16 Global Marketing Logistics | Singapore | May 2014
WHY IS DHL ACTIVE IN MARKETING?
We believe that more efficient marketing
leads to scalable companies, that know and
understand the customer and are ready to
have a dialogue with them.
We believe that these companies will be
more successful and sustainable than those
who ‘just do’.
We believe in marketing excellence by
making it more efficient.

17. 17 Global Marketing Logistics | Singapore | May 2014
WANT TO KNOW MORE?
Come see us at booth: T-17 / T-18