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Cross Channel Marketing Barcelona 20110302

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Presentation given in Barcelona for Connecting Group 2nd of March 2011.
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Cross Channel Marketing Barcelona 20110302

  1. 1. Crosschannel Marketing :Enabler of Customer Centricity Frederic GILBERT Barcelona, 2nd of March 2011 Innovative e-Marketing Connecting Group
  2. 2. But before A couple of Questions And raise your hands if you answer yes,but keep your hands raised between question 1 & 2
  3. 3. We all know what is a customer, right ?
  4. 4. We all know what is a channel, right ?
  5. 5. Cross Channel Marketing, Customer Centricity enabler
  6. 6. Customer Centricity
  7. 7. From Inside-out…
  8. 8. …to Outside-in
  9. 9. Opposed visionsProduct Centric Customer Centric1. Best product for customer 1. Best solution for customer2. New products 2. Personalized packages of products, services, support, education and consulting3. Cutting-edge products, useful features 3. Customizing for best total solution4. Most advanced customer 4. Most profitable, loyal5. On the side of the seller in a customer transaction 5. On the side of the buyer in the transaction
  10. 10. Don’t worry products get along with solutions
  11. 11. Cross-channel Marketing
  12. 12. Cross Channel notMultichannel
  13. 13. Cross Channel implies
  14. 14. Distribution
  15. 15. Sales people
  16. 16. Online sales platform
  17. 17. Countries
  18. 18. And many other distribution channels
  19. 19. But Not Only
  20. 20. You also have
  21. 21. Communication
  22. 22. Webmarketing
  23. 23. Social Media strategists
  24. 24. One Major Issue
  25. 25. SILO EFFECT
  26. 26. How weSo can Succeed ?
  27. 27. Rely on
  28. 28. and USE the Levers ofCUSTOMER CENTRICity
  29. 29. Levers of Customer Centricity
  30. 30. Lever #1 Coordination
  31. 31. Lever #2: Collaboration
  32. 32. Lever#3 Clout AKA « Power »
  33. 33. Lever #4 Capabilities
  34. 34. Lever #5 Connection
  35. 35. Questions & Group Work
  36. 36. Pick a question1. Barriers to Cross-Channel Marketing2. Incentives? Co-workers & Customers3. Data sharing: issues and solutions4. Key factors for a successful Customer Experience5. Design innovative Crosschannel Walkthroughs6. How would you market your crosschannel strategy inside and outside the company?7. Customer Ownership Issues8. Role of Social media in Crosschannel marketing (distribution & communication)9. What do you do of the old silos?10. Why can’t you do without crosschannel?
  37. 37. Thank you Frederic GILBERT netskyf@gmail.com + 33 6 75 21 77 16Twitter: @netskyfFacebook: www.facebook.com/netskyfLinkedIn: www.linkedin.com/fredericgilbert1976Groups “Social CRM Europe” LinkedIn

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