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Gleanster connectivity webinar - 4-19-11v4


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Realizing the true potential of connectivity remains a formidable challenge for marketers. Fragmented technologies lead to data silos and workflow inefficiency. Delivering relevant and timely messages across multiple channels is, in most cases, still a pipedream. Is there hope? How does a company with a distributed marketing environment overcome the inherent challenges of compliance and localization? How does it maximize value?

Join us for a presentation with Principal Analyst Ian Michiels, as we explore how Top Performing organizations successfully address the challenges of connectivity.

• Learn how Top Performers prioritize investments in marketing technology integration.

• Recommendations to align corporate marketing and filed marketing for more relevant marketing communications.

• Find out how Top Performers identify the cost of disconnected marketing technologies and back-office operations and justify investments to fix these issues.

Published in: Business, News & Politics
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Gleanster connectivity webinar - 4-19-11v4

  1. 1. Marketing Asset Management 101<br />Saepio Webinar Series<br />Saepio Webinar Series:Marketing Asset Management 101<br />
  2. 2. Welcome to MAM 101<br /><ul><li>Webinar Series Objectives
  3. 3. Marketing Asset Management Primer that is:
  4. 4. Impartial.
  5. 5. Informative.
  6. 6. Valuable.
  7. 7. Things you’ll learn about MAM
  8. 8. What it is.
  9. 9. Why it’s important.
  10. 10. How it should be implemented.
  11. 11. How it works.</li></li></ul><li>Connectivity:<br />The Secret to Success in Distributed Marketing Environments<br />Ian MichielsChairman of the Research Advisory Board, Gleanster<br />Director, Marketsphere Marketing<br />
  12. 12. Brought to you by:<br />Connectivity: The Secret to Success in Distributed Marketing Environments <br />Ian Michiels<br />Chairman of the Research Advisory Board, Gleanster<br />Director, Marketsphere Marketing<br />4<br />
  13. 13. Can I get access to the slides after the webinar?<br />Yes<br />Is there an open Q&A at the end of the webinar?<br />Yes<br />Continue the conversation on Twitter:<br />#ConnectMktg<br />5<br />Housekeeping<br />Download <br />Report<br />Slides<br />Twitter<br />
  14. 14. Connectivity in Marketing: Framing the Challenge<br />Connectivity in Distributed Marketing Environments<br />Where to focus finite resources<br />Top Performers Playbook<br />Overcoming challenges<br />Recommendations<br />Quick Agenda<br />6<br />
  15. 15. The research referenced in this webinar comes from the Q1 2011 Gleanster “Marketing Assert Management” Study<br />182 Survey Respondents<br />135 Qualified Survey Respondents<br />Top Performers = Respondents that achieved Top Quartile performance in key KPI’s<br />Everyone Else = Everyone Else<br />Research Findings<br />7<br />
  16. 16. Changes in consumer buying behavior<br />Connectivity Challenge #1<br />Your customer experience must be:<br />Your Target Audience is:<br />=<br />Channel Agnostic<br />Accosted by Marketing<br />+<br />Relevant<br />Positive<br />Human<br />8<br />
  17. 17. 9<br />Connectivity Challenge #1 Cont’d<br />It’s not about interrupting people with marketing messages…<br />It’s about having a conversation. <br />Engage your target audience.<br />
  18. 18. Fragmented technology landscape<br />10<br />Connectivity Challenge #2<br />Disparate Technologies = Disparate Data<br />*Multi-Channel Marketing Management Survey, Q1’11, n=157<br />Companies engage customers through a wide variety of mediums<br />
  19. 19. How many channels does your company regularly utilize and have “core” expertise in best practices, execution, and measurement?<br />11<br />Connectivity Challenge #2 Cont’d<br />Top Performers<br />Everyone Else<br />*Multi-Channel Marketing Management Survey, Q1’11, n=157<br />
  20. 20. Across all surveys #1 goal in 2011:<br />Increase Revenue<br />Increase Profitability<br />Through:<br />Relevant customer engagement<br />But:<br />There are two different levers for marketers…<br />12<br />How can marketers improve performance through connectivity?<br />* Distributed Marketing Management Survey Q1’11<br />
  21. 21. 13<br />Marketing Execution in a Nutshell<br />Customer Facing Communications<br />Back-Office Operations<br />
  22. 22. 14<br />Marketing Execution in a Nutshell<br />Customer Facing Communications<br />Back-Office Operations<br />Connectivity Issues<br />Connectivity Issues<br />Connectivity Issues<br />Where do you focus finite resources? Look at Top Performers…<br />
  23. 23. 15<br />Marketing Execution: 2 Sides of the Same Coin<br />Focus on core channels first. <br />Improve productivity, efficiency, time-to-market<br />
  24. 24. <ul><li>Manage brand consistency
  25. 25. Mange agency costs
  26. 26. Corporate execution and targets
  27. 27. Allocate budget
  28. 28. The customer experience</li></ul>16<br />Alignment Challenges in Distributed Environments<br />Corporate Marketing<br />Field Marketing<br /><ul><li>Personalize marketing local audience
  29. 29. Autonomy in program development
  30. 30. Control most appropriate channels
  31. 31. Adapt to market dynamics</li></li></ul><li>Improve productivity & time to market<br />Reduce redundant costs<br />Centralize access to assets<br />Customize branded templates<br />Improve top-line growth <br />17<br />The Cost of Disconnected Marketing Operations<br />
  32. 32. 18<br />6 Degrees of Separation to Kevin Bacon<br />
  33. 33. 19<br />2 Degrees of Separation to Impact Revenue<br />Customer Facing Communications<br />Back-Office Operations<br />Target Audience<br />Channel 1<br />Channel 2<br />Channel 3<br />Channel 4<br />Channel 5<br />Marketing Operations Process<br />Creative Idea<br />Channel 6<br />2 Degree<br />1 Degree<br />
  34. 34. 20<br />2 Degrees of Separation to Impact Revenue<br />Customer Facing Communications<br />Back-Office Operations<br />Target Audience<br />Channel 1<br />Channel 2<br />Channel 3<br />Channel 4<br />Channel 5<br />Creative Idea<br />Marketing Operations Process<br />Channel 6<br />2 Degree<br />1 Degree<br />Consistent part of the process. <br />It must be optimized!<br />
  35. 35. Top Performers empower marketers through increased communication and autonomy in the back-office.<br />21<br />The Secret to Success in Distributed Marketing Environments<br />How do we expand the number of channels and integrate data across channels?<br />&<br />How do we deliver more relevant and personalized messages to target audiences by improving internal processes?<br />
  36. 36. “We are really good at a few channels, lets get better at those channels.”<br />Empower the field and maintain control of the brand at the corporate level<br />Improve efficiency , message continuity, collaboration<br />22<br />Core Focus of Top Performers<br />
  37. 37. 23<br />2 Degrees of Separation to Revenue for Top Performers<br />Customer Facing Communications<br />Back-Office Operations<br />Target Audience<br />Channel 1<br />Channel 2<br />Channel 3<br />Channel 4<br />Channel 5<br />Optimized<br />Marketing Process<br />Creative Idea<br />Channel 6<br />
  38. 38. 24<br />Top Performers Rank Challenges Differently than Everyone Else<br /><ul><li>Challenges demonstrate focus on operational improvement in 2011</li></li></ul><li>25<br />Value Drivers for Top Performers<br /><ul><li>Dedicated to bridging the gap in back-office operations
  39. 39. Focused on standardizing processes for customizing corporate collateral</li></li></ul><li>26<br />Value Drivers for Top Performers Cont’d<br /><ul><li>Top Performers have standardized asset creation internally.
  40. 40. Everyone else is 3x more likely to struggle with digital asset creation and approval
  41. 41. 73% of Top Performers report reduction in agency spend over the last 12 months</li></li></ul><li>27<br />Top Performer Use of Technology for Back-Office Marketing<br />94%<br />92%<br />88%<br />83%<br />57%<br />
  42. 42. 1<br />Is your focus on optimizing marketing execution out of balance?<br />Change processes<br />Add resources<br />Empower marketers<br />28<br />Recommendation: Evaluate Marketing Management<br />Marketing <br />Management<br />Marketing <br />Engagement<br />Process<br />People<br />Technology<br />
  43. 43. 2<br />Can you do a better job optimizing core channels?<br />Model the impact on revenue<br />Can you change processes or standardize processes without investing in technology?<br />29<br />Recommendation: Focus on Low Hanging Fruit<br />
  44. 44. 3<br />Reduce the use of redundant technologies.<br />Pick one, and run with it<br />Cost savings on licensing<br />Cost savings on support<br />Bring digital assets in-house<br />It’s expensive for agencies to act like a outsourced asset repository<br />Track the source of digital assets<br />Can they be reused?<br />Are you buying multiple assets?<br />Do you have brand consistency challenges? <br />30<br />Recommendation: Eliminate redundant systems<br />
  45. 45. 4<br />Don’t try to mandate control at a corporate level<br />It’s expensive and not effective<br />Empower Local Marketers<br />Give them autonomy through a central repository<br />Templatize common collateral<br />Use the cloud to scale quickly and cost effectively<br />31<br />Recommendation: Empower Local Marketers<br />
  46. 46. Marketing Management vs. Customer Engagement<br />Top Performers have invested in back-office marketing optimization to connect the global enterprise.<br />Optimize a few marketing channels<br />Jack of all trades, master of none<br />32<br />Wrap-up<br />
  47. 47. Ian Michiels<br />Chairman of the RAC, Gleanster<br />Director, Marketsphere Marketing<br /><br />33<br />Q&A<br />@InsightFanatic<br />
  48. 48. Contact Information<br />877.468.7613<br /><br /><br />