What are the new challenges of marketing? jan 2013
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This presentation describes the new challenges marketing has to face to adapt to the changes of environment,especially the impact of digital on touchpoints
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What are the new challenges of marketing? jan 2013
- 1. 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?
- 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. Complex organizations … Responsable média Chef de projet relations média on & off line Chef de produit senior Responsable tarification Responsable études marketing salesPascale DUBOUIS Directrice commerciale & marketing Responsable intelligence marketing, innovation & tarification Directeur de la communication externe Directrice relations publiques & comm. interne Chargée de la communication évènementielle et supports interne Chargé marketing opérationnel & e-business Chargée trade marketing Chargée de production
- 4. More & more Touchpoints
- 5. 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?
- 6. Knowing your customer • Research: Big data, Digital , new tools • Inter action with sales • Net promoter score
- 7. How can you engage your customer ? Associer systématiquement Carglass au BdeG. 1 Choisir et convertir 2 Assurer le meilleur service possible (wow effect) 3 Fidéliser et « advocate » 4 Je me renseigne et je décide éventuellem ent de contacter mon assureur Je choisis de faire réparer mon bris de glace Je cherche un prestataire et je compare Je choisis Carglass Mon véhicule est réparé et je le récupère Je découvre ou on me signale un problème sur mes vitres Un nouveau bris de glace apparait et je retourne chez Carglass Je suis sollicité pour répondre au questionnair e et j’y réponds éventuellem ent Je considère Carglass comme une référence et j’en parle autour de moi Carglass répare mon véhicule et j’attends.
- 8. 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?
- 9. 9 Senseo Xmas 360 plan Pub TV Du 19 novembre au 25 décembre 08 Affichage Du 19 novembre 08 au 23 décembre 08 Promo Machines Du 03 novembre au 03 janvier 09 Internet E-mailing décembre Théâtralisation magasin Promo Café Novembre – Décembre 08 Pour l’achat d’une Senseo®, recevez 20€ ou le coffret cadeau (Hors Senseo® Latte) Affichariots Du 19 novembre 08 au 26 janvier 09 Démonstrations magasin
- 10. DIGITAL
- 11. 11 3 100 démonstrations produit 28 000 leaflets distribués Street Marketing
- 12. Muses and stars
- 13. ADVERTISING
- 15. 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?
- 16. Structure and enhance brand pitch Organize and structure company news Recreate ties with journalists Counter potential attacks Develop a pro-active approach to sensitive subjects Reinforce corporate image Employer brand Sustainability Implement a made-to-measure digital policy Be ready to listen, respond and commit Image Visibility Legibility Reputation and preference threw PR
- 17. Coherent messages Communication policy adapted to each of our targets IMC organization to make the brand a global stake for the whole company
- 18. 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?
- 19. Return on investment / Profit/ creating value … Cooperation with finance and have a solid personal background in finance yourself !
- 20. 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?
- 23. Questions ?