CRM by David Brown

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January 19, 2012-
dmaDetroit hosted David Brown, EVP and General Manager for Meredith Xcelerated Marketing, as the luncheon speaker.
David's discussed what the "C" in CRM could represent. Please visit www.dmad.org for more direct marketing related events.

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CRM by David Brown

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  2. 2. Who We Are: Meredith Xcelerated Marketing 40 years experience creating custom content and relationship marketing platforms 700+ person direct and digital marketing agency Leaders at multi-channel consumer engagement Backed by leading US media company, Meredith Corporation3
  3. 3. CMOs Changing Needs6
  4. 4. CMOs Changing Needs Proactive CMOs are trying to: Understand individuals, as well as markets Focused on relationships, not just transactions Inside out branding Ensure ROI measures are in place, and improving Roadmap: Understand and deliver value to empowered customers Create lasting relationships with those customers Measure marketing s contribution to the business in relevant, quantifiable terms.7
  5. 5. Customer Trends ImpactingCRM Strategy Changing consumer expectations and consumer influence Changing dynamics of brand and retailer loyalty Media and platform fragmentation Shifting roles in the American family9 9
  6. 6. Family Configurations Are Changing American households getting smaller, and more diverse 51% of the adult population is married vs. 72% in 1960 Marriage no longer considered a prerequisite for parenthood 1 in 5 families today are single parent households Stay-at-home mom is found in only one of five households Only 70% of children under age 18 live with both parents10
  7. 7. The Mancession Flips Gender Roles The recession hit men the hardest 6 in ten wives/female partners work today, double that in 1960 Two thirds of working women primary breadwinners or co-breadwinners Women consider themselves the decision makers in nearly all categories Recent, dramatic shifts in purchase dynamics in categories in which men traditionally played a larger role Financial Services, Automotive, Electronics11
  8. 8. Men & Women Shop Differently Men Women Prioritize Maximize Analyze (take apart) Synthesize (put together) Purchase path is linear Purchase path is spiral Define purchase goal in Define purchase terms of product features by end use Persuaded by status Value context Arrange hierarchically Arrange things adjacently Trust authority Trust peer experience Lead/influence from the top Lead from the center Gravitate toward spare content Gravitate toward contextual content12 12
  9. 9. Men & Women Shop Differently Men Women Prioritize Maximize Analyze (take apart) Synthesize (put together) Purchase path is linear Purchase path is spiral Define purchase goal in Define purchase terms of product features by end use Persuaded by status Value context Arrange hierarchically Arrange things adjacently Trust authority Trust peer experience Lead/influence from the top Lead from the center Gravitate toward spare content Gravitate toward contextual content13 13
  10. 10. The New Consumer Transparency Consumers and collaboration empowered through Transparencyentry the price of and real-time information for brandscollaboration now the via communities price retailers and of entry of all types Peers are Peers become the dominantthe dominant factor in Savings and value factor in consumer consumer persuasion paramount persuasion Retailer differentiation achieved through brand experience and added-value content14 14
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  12. 12. Today s Moms 85% of all HH spending Driving Spending $2.1 trillion annually Led by MILLENNIALSInformation hungryHuge Smartphone penetrationExpected to be the largest generation of moms EVER: 37mm 16
  13. 13. Macro Media Trends Print remains potent: unique role for women E-mail thrives, but shifts screens, venues Social media must be considered mainstream Women consider social networking a personal tool Social goes mobile, mobile goes local Mobile explodes especially among ethnic women18
  14. 14. CRM in the Digital Age FORMER AGE DIGITAL AGE Highly planned Both planned and opportunistic One-to-one One-to-one-to-many-to-one Strictly Targeted/Highly Targeted but Inclusive: exclusive Differentiated investment Brand-driven: largely push Customer-driven: push and pull Relationships built over time Relationships can be accelerated Customization takes time Customization happens in real time Limited touch points More touchpoints: print, DM, web, mobile, social Supported by single data Supported by multiple, source integrated data sources Free-standing Integrated across touchpoints19
  15. 15. C stands for Content Content is the means by which brands add value for customers, transcend the core product or service, and thereby contribute to competitive advantage.21
  16. 16. Content Catalysts Deepen Engagement and Empowerment22
  17. 17. CRM for Kraft Foods23
  18. 18. Kraft Foods Tablet & Mobile Print Video Magazines Database Analytics Digital Magazines Digital Content Emails24
  19. 19. Content and CRM Expertise that Pays Off Reaches consumers at every touchpoint with content that is relevant, reliable and engaging All content is grounded in consumer insights to ensure timely, engaging and consistent messaging Content creators tailor by channel to most effectively deliver key messages to consumers All metrics over index CPG category benchmarks o drive usage and sales for Kraft, while fostering brand loyalty.25
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  21. 21. Establish the Context where channels play totheir strengths28
  22. 22. C for Community Social Agency PR teams Digital Agency Customer Service Social Infrastructure
  23. 23. Collaboration Is A Real, Urgent Need Client across departments at all levels Between Agencies, Disciplines, Suppliers Database management and analytics32
  24. 24. C for Creativity Demonstrate, don t claim. Allow prospects to accelerate their interest in a single engagement through layered content that is interactive and intelligent View and treat each prospect as a high-potential customer At each buyer stage, fuel brand fascination with superior content Blazing consistency, with the channel depth35
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