Neolane: New Rules for a Cross-Channel World

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Marketing has traditionally focused on the Four Ps - Pricing, Product, Promotion, and Place. But in today's demanding environment, marketers need to be focused on a new set of letters – the O and I of marketing - Online, Offline, Outbound, and Inbound. These letters represent the channels that marketers need to employ, and present new challenges for coordination, management, and measurement.

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Neolane: New Rules for a Cross-Channel World

  1. 1. The Four Ps of Marketing: New Rules for a Cross-Channel World
  2. 2. Click to edit Master title style New Rules for a Cross-Channel World Today’s Topic: The pillars of effective multi-channel marketing and customer engagement strategies: Plan  Aligned Infrastructure  Centralized Decisioning Execute Measure  Cross-channel Execution RIGHT OFFER RIGHT TIME RIGHT PLACE © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY
  3. 3. Click to edit Master title style Marketing’s Biggest Challenges © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 3
  4. 4. Click to edit Master title style High Performance Marketing Accelerate cross-channel marketing with a framework that brings method to the madness… Align marketing strategy and Align marketing strategy and planning to achieve business planning to achieve business objectives objectives Guide investments and Guide investments and ensure maximal outcomes ensure maximal outcomes Ensure that the various marketing and Ensure that the various marketing and enterprise groups are synchronized enterprise groups are synchronized and skilled to meet objectives and skilled to meet objectives Drive marketing operations and Drive marketing operations and business processes to achieve optimal business processes to achieve optimal efficiencies efficiencies Data & Analytics – leverage Data & Analytics – leverage information assets to gain insight information assets to gain insight and drive optimized decisions and drive optimized decisions Marketing Automation – implement Marketing Automation – implement technology to collect data and drive technology to collect data and drive optimized interaction decisions optimized interaction decisions - 16 - © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 4 4
  5. 5. Click to edit Master title style Key Takeaways – A Top Ten List 1. Be customer-centric. 2. Understand and tackle the significant process issues. 3. Remember, the analytic database is the brains of the operation. 4. Experiment with emerging technologies, but choose your software carefully. 5. Test & Learn, then Test and Learn… 6. Dialog with your customers. 7. Be accountable. 8. Centralize. 9. Have one version of the truth. © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 5
  6. 6. Challenges and Objectives for Marketing Today Challenge: Implementing a good Customer Experience is key to marketing effectiveness  Deliver personalized messages  Leverage all customer interactions  Ensure the consitency of all communications  Account for the wishes of consumers  Guarantee quality of service and brand value Objective Restore brand consistency and agility and thus (re)build durable customer relationships (positive effect on ROMI) Copyright Neolane - 2009 Neolane confidential
  7. 7. Inbound / Outbound marketing ”I have an outbound campaign “A customer contacts us …” and several offers … ” Outbound campaign offer A offer B offer C … HISTORIZATION Real-time CONSISTENCY offer C offer B offer A Neolane Interaction: To present the best personalized offer for each customer Copyright Neolane - 2009 Neolane confidential
  8. 8. Interaction Management Dynamic Definition of offers and rules Interaction dynamic Measuring results Contents Offer catalog Marketing managers Channel managers Execution Choosing the best feedback offers All channels... Copyright Neolane - 2009 Neolane confidential
  9. 9. Benefits of Inbound and Outbound Integration Better customer satisfaction and proximity by sending appropriate offers Satisfying all marketing and communication objectives  Trigger cross-sell and up-sells  Prevents customer attrition by reacting in real time with suitable offers Marketing and sales teams are empowered to be faster and more effective Copyright Neolane - 2009 Neolane confidential
  10. 10. The Experts Agree Copyright Neolane - 2009 Neolane confidential

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