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6 Marketing Themes for 2013

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6 Marketing Themes for 2013

  1. 1. 2013: What to Expect and How to Succeedin the Year of the BuyerJohn Watton, Senior Director – Marketing@jwatton @jwatton
  2. 2. @jwatton
  3. 3. Problem: The Sales Cycle is now the Buying Cycle “The empowered Customer is now in control of the business relationship.” IBM CMO Study 2011 @jwatton
  4. 4. Problem: 56% of the buying process is invisible to theseller. @jwatton
  5. 5. Problem: The Segmented Audience approach isfailing 3% Relevant 97% Irrelevant @jwatton
  6. 6. A Personal Marketing Approach is needed Sarah – Facebook – Ebook @jwatton
  7. 7. 2013: What to Expect Big Data Marketing Marketing Department Platform The Buyer Content Mobile Marketing Social @jwatton
  8. 8. What to Expect #1Big data moves from the aggregate to the individual and starts to become actionable for smaller companies. @jwatton
  9. 9. Scientists & StatisticiansAnonymous & AggregateDataMonths of Effort @jwatton
  10. 10. Big Data Future: Discovering Individuals “Most effective CMOs get to know individuals, not just markets” “Mine new digital information sources”“Use customer analyticsto turn data into insight on which they can act” IBM CMO study 2011 @jwatton
  11. 11. Increasingly novel ways to visualise personas @jwatton
  12. 12. Shift in big data thinking Individuals Total Relationship Behaviours actions | Intent | Interests Campaign Actionable Campaigns of One Real Time Buyer Driven – Not Marketing @jwatton
  13. 13. What to Expect #2Companies increasingly invest in unified marketing platforms centred around customer behaviors and automation @jwatton
  14. 14. Buyer expects a beyond email relationship Old Model New Model Email Key Flexible Keys Name: John WattonName: John Watton Email: john@silverpopEmail: jwatton@silverpop Social: @jwatton Web: cookie {GUID} CRM: TT66E78YEB654 Apps: App {GUID} SMS: 222.222.2222 Devices: iPhone, Laptop @jwatton
  15. 15. Buyer expects preferred brands to pay attention Web Site/Page Video Visits File Social Downloads Email Graph Blog Visits Forms Postal Purchase History Mobile Support Apps Check History In’s Location Automation Centralized individualised CRM Engine Marketing Database Content @jwatton
  16. 16. Buyer expects to be recognised across multipleplatforms & devices @jwatton
  17. 17. They Want Individualised InteractionsREAL TIME, MULTI-CHANNEL, BUYER-DRIVEN CAMPAIGNS OF ONE. @jwatton
  18. 18. Get started @jwatton
  19. 19. What to Expect #3Content marketing becomes increasingly critical as buyers demand more personalised, uniquely relevant content. @jwatton
  20. 20. Content Marketing Today Today’s Best Practices - Helpful - Share worthy - Shareable - Searchable - Path to conversion - Not Uniquely Relevant - Overwhelming The Inbox Lack of Automation - Ignoring Behaviours “Marketers don’t know which content to - Ignoring Relationship send to whom & when” @jwatton
  21. 21. BuyerContent BehaviourMarketing Content Marketing+ Automation @jwatton
  22. 22. Example… @jwatton
  23. 23. Individualised Relevant Content @jwatton
  24. 24. Subject Line Personalisation1 1 First name personalisation personalised Content 2 6 Name and contact info for each customer’s personal rep Dynamic Subject Lines 2 The subject line changes based on the type and duration of club membership individualised Content Lists 3 For any customer who has purchased two or more items in the last 90 days, list each purchase with review links E-commerce-driven Personalisation 4 Display totals and other engaging content to drive 7 follow-on purchases. Website-driven Content 5 Directly track each customer’s web activity and prompt them to visit new areas of the site. Send Time Optimization 3 6 The message arrives in each individual’s inbox at 1 precisely the time that individual is most likely to check email. Data-driven Dynamic Image 4 7 Image is selected based on demographic and profile info 8 Score-driven Dynamic Offer 5 8 Discounts/prices vary by social influence and time since last purchase @jwatton
  25. 25. Personalising the web experience Industry Company Size Job Title Level Render the Best Content @jwatton
  26. 26. What to Expect #4Customers expect a mobile-friendly experience. @jwatton
  27. 27. Mobile Trends 10% Internet traffic is Mobile Source: StatCounter Global Stats. #1 mobile activity: Email @jwatton
  28. 28. The Mobile ChallengeCustomers will gravitate towards mobile friendly experiences @jwatton
  29. 29. Design for both at the same time Large Screen Render Small Screen Render @jwatton
  30. 30. Mobile: Establish Premium Relationships SMS Mobile Ads Mobile Apps Mobile Content Mobile Inbox QR Codes Push Notifications @jwatton
  31. 31. Get started @jwatton
  32. 32. What to Expect #5The social conversation becomes part of every channel, from search to Web to email and beyond. @jwatton
  33. 33. Social media marketing so far… - Content Promotion - Offer Promotion - Followers / Fans - Inbound Traffic - RT / @Reply - Customer Service 33 @jwatton
  34. 34. @jwatton
  35. 35. Establishing Trust 3 to 5 TRUST # of times people 1. Academic 68% need to hear 2. Technical Expert 66% to believe 3. Person like me 65% 4. Regular Employee 50% Edelman Trustbarometer 2012 @jwatton
  36. 36. Social Trust – Not a separate experience Search Disrupt AppsSocial + Enable Site Content @jwatton
  37. 37. @jwatton
  38. 38. Integrating social into B2B @jwatton
  39. 39. What to Expect #6Marketing departments transform to better deliver individualised conversations with buyers. @jwatton
  40. 40. By 2015, CMOs will buy moretechnology than CIOs. Source: 2011 MLC Customer Purchase Research Survey; Marketing Leadership Council research @jwatton
  41. 41. Become “marketing scientists” @jwatton
  42. 42. Email Social Digital / Search InteractiveDemand Corp Gen Customers Comm @jwatton
  43. 43. Change our approach Old New Query Query Profile Data Large Audience Large Audience Relational Data Listening for live Behaviors Behavioural Data Individual Messaging Click Send Email Mobile Web Content @jwatton
  44. 44. 0% RelevanceDon’t be a Mass Marketer @jwatton
  45. 45. Put the buyerfront & centre!These are items I browsed but did not place in the shopping cart. @jwatton
  46. 46. Think beyond email Now Before Profile Data EmailEmail Relational Data Behavioural Web Data Social / Apps Forms @jwatton
  47. 47. Behavioural Marketing Path to purchaseTraditional Marketing Life cycle marketing Real-time campaigns of one Targeting & segmenting Marketing messages Customer dialogs Customer lists Expensive/slow manual execution Behavioural database High value/ instant automation @jwatton
  48. 48. Get started @jwatton
  49. 49. 2013: What to Expect1. Big data moves from the aggregate to the individual and starts to become actionable for smaller companies.2. Companies increasingly invest in unified marketing platforms centred around customer behaviors and automation.3. Content marketing becomes increasingly critical as buyers demand more personalised, uniquely relevant content.4. The social conversation impacts every channel, from search to Web to email and beyond.5. Customers expect a mobile-friendly experience.6. Marketing departments transform to better deliver individualised conversations with buyers. @jwatton
  50. 50. How to succeed Worksheet/Planners Expert Videos @jwatton
  51. 51. Thank You! +44 7557 125255 jwatton@silverpop.com @jwatton @jwatton

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