As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in this rapidly evolving landscape.
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As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in this rapidly evolving landscape.
State of Marketing: Insights on Top Marketing Trends for 2017 and BeyondMediaPost
To blaze trails in the Age of the Customer, marketers need to know what's top-of-mind for their peers and understand what practices set top teams apart from the rest. Join this session to arm yourself with the results from the fourth annual "State of Marketing" research study, based on a global survey of 3,500 marketing leaders. You'll learn about key trends that are changing the face of marketing, such as the evolution of customer journey strategies, the growth and influence of various channels, how teams are leveraging emerging technologies like artificial intelligence, and more.
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These slides provide a definition of the sharing economy and a listing of its key characteristics. They also illustrate the impact of this emerging economy upon both brands and customer relationships. These slides should be useful for instructors seeking to explain the nature and impact of the sharing economy and how it is changing the way we think about and conduct marketing.
Tech Talk with Millennial Media: Private Marketplaces - Bridging Mobile Progr...Digiday
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Each slide contains notes to help clarify slide content. To view this notes while accessing the presentation through slideshare, please scroll down and click "Show Notes for Slide #" which is located below. Otherwise, please save/download the presentation and open it in PowerPoint to view associated notes.
For more information, please contact sales at ExtremeReach dot com.
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Gathered from audience studies across digital and TV media, these insights will help you learn how to optimize your video campaigns for maximum brand effectiveness before they launch and while they're still running.
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There are major changes happening in the world of digital video marketing, see industry statistics that show how video ad spend is changing -- and why.
1) Quantifies the key role of Consumer mind-set metrics in the relationship between social media and firm value
2) Earned social media lifts awareness, purchase intent and satisfaction while only reputable companies enjoy a positive effect of owned social media on purchase intent
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Extreme Reach is the only industry platform offering true video convergence for broadcast and digital advertisers. Take a few minutes to go through our presentation to learn more, and see how you can benefit from converging broadcast and digital video advertising.
Each slide contains notes to help clarify slide content. To view this notes while accessing the presentation through slideshare, please scroll down and click "Show Notes for Slide #" which is located below. Otherwise, please save/download the presentation and open it in PowerPoint to view associated notes.
For more information, please contact sales at ExtremeReach dot com.
short presentation about the latest SoMe developments, stats but also o view on how to integrate SoMe within Customer Lifecycles en customer experiences
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Advantages and Disadvantages of Policy
What makes and effective Policy?
Purchasing policies - Providing Guidance and Direction
Purchasing procedures
Reference:
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Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...Search Engine Journal
In today's rapidly evolving digital landscape, businesses face unique challenges in acquiring customers and expanding their digital footprint. From limited resources and intense competition to lack of insights, navigating this terrain requires innovative acquisition strategies.
Check out this exclusive webinar, where we will delve into a two-pronged strategy of driving campaign efficiencies while laying the foundation for long-term success.
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With Tim Murphy and Susovan Ray, we’ll explore a scalable and sustainable acquisition framework to support long-term growth objectives.
Whether you're a marketing leader seeking practical strategies or a performance marketer looking to enhance your company's digital presence, this webinar will equip you with insights needed to break through barriers and achieve success in digital acquisition.
The challenge for retailers is no longer how to lure shoppers online, but how to add value for their existing customer base. Examine critical business functions for online commerce success, as well as best-in-class factors — transpromo, crosschannel campaigns and deep-dive personalization. Learn the “four Cs” of staying alive — conversion, clarity of messaging, channel crossings and cooperative communications with third parties. Also, learn several key software and cycle management tools that incorporate analytics and printed literature.
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What might I learn?
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The Role of Manufacturers in Multichannel Retailing
1. The role of manufacturers in multi-channel
retailing
Getting Ahead of the Value Chain Integration Curve
2. 2
Multi-channel retailing in the US is rapidly growing driven largely
by advancing technology and shifting consumer behavior
Advancing Technology
• Tablet and smart-phone adoption
• Big data & analytics
• Social media
• Cloud computing
Shifting Consumer Behaviors
• Information-seeking
• Mobile and social generation
• Convenience premium
US Retail eCommerce Sales, 2011-2017
($bn)
$434.2
$384.9
$338.9
$296.7
$258.9
$225.5
$194.7
2014
18.0%
2013
15.0%
2012
11.0%
2011
7.0%
21.0%
2016
25.0%24.0%
2015
mCommerce(%of
eCommerceSales)
TotaleCommerce
Sales($bn)
+14%
2017
eCommerce
mCommerce(% of total eCommerce)
Note: eCommerce sales exlude travel and event tickets
Source: eMarketer, Forrester Research, National Retail Federation, comScore
Multi-channel Growth Drivers
Driver Description
3. 3
Retailer / Dealer
Wholesaler /
Distributor
Manufacturer
• Define offering and product
specifications from demand
• Design / enhance products
lines
• Produce new / existing
products
• Bundle products into end
consumer batches
• Distribute consumer batches
to points of purchase and/or
consumption
• Display products for consumer
discovery and trials
• Provide products for
consumers to try and test
• Offer vehicle for consumers to
make purchases
• Ensure order fulfillment
The traditional value chain is blurring under a multi-channel
environment
Reconfigured Multi-channel Value Chain
Traditional Manufacturer
Responsibilities
Forward Value Chain Integration by Manufacturers
Forwardly Integrated Responsibilities under Multi-channel
Source: A.T. Kearney
Backward Value Chain Integration by Retailers/Distributors
4. 4
Manufacturers across sectors are pursuing forward value chain
integration
Depth of Offering
Multi-Channel Value Chain Integration Curve
Source: A.T. Kearney
Level 1 Level 2 Level 3 Level 4
Level 5
(Omni-channel)
Research
Shop
Service /
Omni
• Online/mobile product search
• Side by side feature comparisons
• Online memberships
• High resolution specs/photos (3D)
• Product narration
• User feedbacks and reviews
• Smart recommend
• User communities
• Buy online for
direct delivery
• 1-click and/or
mobile-
payment
• Store pick-up
• Global shipping
• Store fulfill with
last mile delivery
Buy / Fulfill
• Subscriptions
• Segmented assortment by channel
• Product sampling for VIP customers
• Online customization
• Retail location recommend
• Customized order management
• No hassle
returns
• One click live
customer service
• Omni-channel
integration
5. 5
Leaders have started unlocking value as they climb the forward
value chain integration curve
Source: Mobile Marketer (1/12), Lululemon Annual Reports; A.T. Kearney
• Web sales grew over 10% faster
than sale via other channels last
year
17%
Web
30%
15%
Other
Channels
Total
Channel Growth (2011 – 12)
• In under 4 years, web sales
have grown to 14.4% of
company revenues
• Mondelez is devoting 10% of
marketing budget to mobile
– Oreo “Daily Twist” campaign,
which published new mobile
content for 100 days,
reached over 30 million
social followers and fans
– Use of geo-fencing
technology in partnership
with Waze mobile app and
Target, users receive
coupons when near Target
0
2009
197,255
1,173,103
2013
353,488
Channel Growth (2009 – 13)
Other
Web
Strategy: Focus on using
breadth of coverage to bridge
online commerce with in-store
experiences
Strategy: Focus on using depth
of capabilities to build a local
communities of engaged
consumers
Strategy: Apply innovative
digital solutions to engage
consumers and drive sales via
more traditional retail channels
Mondelez
“Daily Twist”
Campaign
6. 6Source: A.T. Kearney
1. Consistent brand experience –
Consumers have a consistent brand
experience and not one that changes by
channel
2. Seamless integration –
Customers experience an effortless
transition along the journey and across
touch points (“anything, anytime,
anywhere”)
3. Single view of the customer –
The manufacturer/retailer has a singular
view during the customer journey and
across all touch points
Omni-channel key success factors
Consistent experience of
manufacturer brand
Integrate own touch
points and align to
retailer channels to
maximize likelihood of
consumer continuing
journey with brand
Strengthen direct
relationships with
customers across touch
points and channels
Consistent experience of
retailer brand
Integrate channels to
maximize likelihood of
shopper continuing the
journey in the retailer’s
channels
Build and maximize a
long-term, channel-
agnostic customer
relationship
RetailerManufacturer
The end-state objective is to offer a consistent brand, seamless
integration and one view of the customer
7. 7
Social Media
To succeed, manufacturers and their retailing partners must
manage channel conflict
Source: A.T. Kearney
Online MobileRetailer /
Dealer
Pricing
• Define and set integrated pricing based on channel offerings and objectives
• Define coordinated promotions and sales plan
Cannibalization
Stealing Share
from Partner
• Segment product by channel (long tail vs. fast mover)
• Focus on complimentary product via desired channels
• Ensure effective inventory deployment across channels
• Increase transparency (leverage customer data to show win-win rather than
zero-sum impact)
• Link partner trade funding to manufacturer’s overall sales across all channels
8. 8
Three steps manufacturers can take to get ahead of the multi-
channel value chain integration curve
Source: A.T. Kearney
Assess tailored multi-channel engagement journeys across purchase
cycle for core and new customers
Assess size of prize and cost to serve economics
Actions
Develop multi-channel 5 year strategic vision (multi-channel offerings by
category and customer segments)
Steps
Assess the sector’s current
value chain structure
Define the manufacturer’s
desired strategic role in the
value chain
Develop roadmap to build
out capabilities to desired
level
Define sequenced and flexible capability build program
Identify and active pilot offering programs
Identify cross-sector best practices and approach to multi-channel rollout
9. 9
A.T. Kearney is a global team of forward-thinking, collaborative partners that delivers immediate, meaningful results and long-
term transformative advantage to clients.
Since 1926, we have been trusted advisors on CEO-agenda issues to the world’s leading organizations across all major
industries and sectors. A.T. Kearney’s offices are located in major business centers in 39 countries.
Raj Kumar
Partner
raj.kumar@atkearney.com
Michael Hu
Principal
michael.hu@atkearney.com
Contacts
Amy Engel
Consultant
amy.engel@atkearney.com