Content drivers for global brands: new innovative paths for your branded cont...
What are the new challenges of marketing? Hec jan 2013
2. What are the new challenges of
marketing ?
• Complexity of organizations
• Know and engage your customers (Research,
Big Data)
• New channels, new models ( web to shop,
mobile marketing..): more and more complex
approaches in communication
• Brand : Create preference and manage
reputation
• Pressure on profit : ROI ( Return on investment)
• Offer & innovation: how to differentiate?
3. What are the new challenges of
marketing ?
• Complexity of organizations
• Know and engage your customers (Research, Big
Data)
• New channels, new models ( web to shop,
mobile marketing..): more and more complex
approaches in communication
• Brand : Create preference and manage
reputation
• Pressure on profit : ROI ( Return on investment)
• Offer & innovation: how to differentiate?
4. Complex organizations …
Pascale DUBOUIS sales
Directrice commerciale
& marketing
Responsable
Directeur de la Directrice relations
intelligence
communication publiques & comm.
marketing, innovation
externe interne
& tarification
Responsable Chef de projet
relations média on Responsable
média études marketing
& off line
Chargé marketing Chargée de la
opérationnel communication Responsable
& e-business évènementielle et tarification
supports interne
Chargée trade
marketing Chef de produit
senior
Chargée
de production
6. What are the new challenges of
marketing ?
• Complexity of organizations
• Know and engage your customers (Research,
Big Data)
• New channels, new models ( web to shop,
mobile marketing..): more and more complex
approaches in communication
• Brand : Create preference and manage
reputation
• Pressure on profit : ROI ( Return on investment)
• Offer & innovation: how to differentiate?
7. Knowing your customer
• Research: Big data,
Digital , new tools
• Inter action with sales
• Net promoter score
8. How can you engage
your customer ?
Je me Je suis Je considère
Je découvre renseigne et sollicité pour Un nouveau Carglass
je décide Je choisis de Je cherche Carglass Mon véhicule répondre au bris de glace
ou on me répare mon est réparé et comme une
signale un éventuellem faire réparer un Je choisis questionnair apparait et je référence et
ent de mon bris de prestataire et Carglass véhicule et je le e et j’y retourne
problème sur j’attends. récupère j’en parle
mes vitres contacter glace je compare réponds chez autour de
mon éventuellem Carglass moi
assureur ent
1 2 3 4
Associer Assurer le meilleur
Fidéliser et
systématiquement Choisir et convertir service possible
« advocate »
Carglass au BdeG. (wow effect)
9. What are the new challenges of
marketing ?
• Complexity of organizations
• Know and engage your customers (Research,
Big Data)
• New channels, new models ( web to shop,
mobile marketing..): more and more complex
approaches in communication
• Brand : Create preference and manage
reputation
• Pressure on profit : ROI ( Return on investment)
• Offer & innovation: how to differentiate?
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16. What are the new challenges of
marketing ?
• Complexity of organizations
• Know and engage your customers (Research,
Big Data)
• New channels, new models ( web to shop,
mobile marketing..): more and more complex
approaches in communication
• Brand : Create preference and manage
reputation
• Pressure on profit : ROI ( Return on investment)
• Offer & innovation: how to differentiate?
17. Reputation and preference threw PR
Structure and enhance brand Reinforce corporate image
pitch
Organize and structure Employer brand
company news Sustainability
Recreate ties with
journalists
Image Visibility Legibility
Implement a made-to-measure Counter potential attacks
digital policy
Develop a pro-active approach to
Be ready to listen, respond sensitive subjects
and commit
18. Coherent messages
Communication policy adapted to each of our targets
IMC organization to make the brand a global stake for the whole company
19. What are the new challenges of
marketing ?
• Complexity of organizations
• Know and engage your customers (Research,
Big Data)
• New channels, new models ( web to shop,
mobile marketing..): more and more complex
approaches in communication
• Brand : Create preference and manage
reputation
• Pressure on profit : ROI ( Return on investment)
• Offer & innovation: how to differentiate?
20. Return on investment / Profit/ creating
value …
Cooperation with finance and have a solid personal background in finance yourself !
21. What are the new challenges of
marketing ?
• Complexity of organizations
• Know and engage your customers (Research,
Big Data)
• New channels, new models ( web to shop,
mobile marketing..): more and more complex
approaches in communication
• Brand : Create preference and manage
reputation
• Pressure on profit : ROI ( Return on investment)
• Offer & innovation: how to differentiate?