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CMO Roundtable Insights and Outcomes

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A general overview of the insights and outcomes from a recent CMO roundtable in Australia.

Published in: Marketing
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CMO Roundtable Insights and Outcomes

  1. 1. MARKETING FORUM INSIGHTS & OUTCOMES The Customer, Context and Conflict
  2. 2. THE WHAT AND THE WHY OF MARKETING CONNECTIONS EXECUTIVE SUMMARY TECHNOLOGY ENABLED SOLUTIONS OPERATIONALLY FOCUSED STRATEGIES OUTCOMES AND INSIGHTS
  3. 3. THE WHAT AND THE WHY OF MARKETING CONNECTIONS Table facilitator to keep discussions solution orientated Invitation only C-Level marketing forum 48 attendees across B2C & B2B Co-creation of content through open roundtables
  4. 4. THE WHAT AND THE WHY OF MARKETING CONNECTIONS EXECUTIVE SUMMARY TECHNOLOGY ENABLED SOLUTIONS OPERATIONALLY FOCUSED STRATEGIES OUTCOMES AND INSIGHTS
  5. 5. EXECUTIVE SUMMARY Using data to deliver actionable insights about the customer and prove marketing ROI 1. Customer 2. Conflict 3. Context } RECURRING THEMES DURING THE EVENT
  6. 6. THE WHAT AND THE WHY OF MARKETING CONNECTIONS EXECUTIVE SUMMARY TECHNOLOGY ENABLED SOLUTIONS OPERATIONALLY FOCUSED STRATEGIES OUTCOMES AND INSIGHTS
  7. 7. TECHNOLOGY ENABLED SOLUTIONS: DATA & ANALYTICS Key topics for CMOs Consumer personal clouds Value exchange of data Privacy and legislation Major hurdles for CMOs Future initiatives Legacy systems Multi-channel tracking Lack of exec buy in Sharing data across divs Single view of customer Improving data algorithms Leverage data to engage Predicting behaviour Q: WILL PREDICTING BEHAVIOUR EVER BE AS PRODUCTIVE AS BEING UBIQUITOUS?
  8. 8. TECHNOLOGY ENABLED SOLUTIONS: SOCIAL MEDIA Key outcomes Social media integral to all campaigns Social = Mobile Understand difference between branded and public sites Service delivery before marketing in SM
  9. 9. TECHNOLOGY ENABLED SOLUTIONS: SOCIAL MEDIA Key outcomes Social media integral to all campaigns Social = Mobile Understand difference between branded and public sites Service delivery before marketing in SM Top challenges Building enterprise wide responsible SM strategy (Including when not to reply) When is social the best channel? Regionally relevant curated content for global organisations Measuring the effectiveness of SM campaigns (NPS, Advocacy scores?) Reduce the data collected and drive insights
  10. 10. TECHNOLOGY ENABLED SOLUTIONS: MARKETING AUTOMATION Key challenges Securing cross organisation buy in Planning authentic communications Predicting behaviourally triggered activity Data ownership and governance Privacy policy differences internally Keys to success Understand your customer and path to purchase touchpoints Buyer personas that are backed by data Carefully designed research – Difference between claimed & actual behaviour Secure executive buy in – focus on hot buttons (ROI etc.) not technology CAVEAT: BUY-IN IDENTIFIED AS CRITICAL TO SUCCESS BUT DRAMATICALLY SLOWS IMPLEMENTATION
  11. 11. TECHNOLOGY ENABLED SOLUTIONS: GAMIFICATION Key outcomes Emerging field Negatively associated with online gaming Widen the definition: • Loyalty programs • Voting/Leaderboards • Rewards Permission based data gathering and to affect long tem behavioural change Future opportunity? Behavioural Economics Insight into most important contextual elements to decision criteria Feed into buyer personas for more accurate predictive behaviour
  12. 12. THE WHAT AND THE WHY OF MARKETING CONNECTIONS EXECUTIVE SUMMARY TECHNOLOGY ENABLED SOLUTIONS OPERATIONALLY FOCUSED STRATEGIES OUTCOMES AND INSIGHTS
  13. 13. OPERATIONALLY FOCUSED STRATEGIES CHALLEN GE: SOLUTI ON: Siloed organisational structures preventing customer centric approach CMO’s and Heads of Digital must evangelise the vision and lead digital transformation across the organisation
  14. 14. OPERATIONALLY FOCUSED STRATEGIES CHALLEN GE: SOLUTI ON: Competing objectives of content: The customer vs company Early planning for content that is focused on authenticity which will be customer centric by default
  15. 15. OPERATIONALLY FOCUSED STRATEGIES CHALLEN GE: SOLUTI ON: Integrating data across channels and drive actionable insights Develop a Data Asset Strategy Plan and secure cross functional buy-in
  16. 16. OPERATIONALLY FOCUSED STRATEGIES CHALLEN GE: SOLUTI ON: Disruptive landscape means talent can be hard to find Utilise employee networks and view your talent pipe as important as your sales pipe
  17. 17. THE WHAT AND THE WHY OF MARKETING CONNECTIONS EXECUTIVE SUMMARY TECHNOLOGY ENABLED SOLUTIONS OPERATIONALLY FOCUSED STRATEGIES OUTCOMES AND INSIGHTS
  18. 18. OUTCOMES AND INSIGHTS: 3 RECURRING THEMES OMNI-CHANNCEULSTOMER CENTRIC CUSTOMER CONTEXT CONFLICT SEAMLESS EXPERIENCES PERSONALISED COMMUNICAAUTTIHOENNSTIC CHANNEL ALIGNED BRAND STORYTELLING DECISION MAKING CRITERIA SILOED STRUCTURES RELEVANT MULTI-CHANNEL COMPETITION FOR BUDGET FRACTURED DATA APPROACH CUSTOMER VS COMPANY OBJECTIVES
  19. 19. OUTCOMES AND INSIGHTS: FUTURE OF DATA DATA > INSIGHTS > ACTIONS > PREDICTIONS PAST: REPORTS – What happened? CURRENT: ALERTS – What is happening now? FUTURE: PREDICTIONS – What will happen? Q: STILL SEARCHING FOR 360 VIEW OF CUSTOMER…. WHY?
  20. 20. OUTCOMES AND INSIGHTS: FUTURE OF MARKETING NEED TO CHANGE THE EMPHASIS OF CURRENT METRICS Encourage short term thinking Reflect siloed organisational focus METRICS AND CUSTOMER CENTRIC DEPARTMENTS Use behavioural data to build personas Success metrics measured against persona rather than channel

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