An excerpt from Day 1 of a 3 day seminar series on Multichannel Marketing, from strategy to detailed contact plans, campaign examples, metrics and modeling.
Efficient customer segmentation in Google Analytics (Blueffect 2013 Warsaw, Poland) - examples and best practices of accurate data analysis and advanced segmentation principles in order to improve revenues of your business.
- What makes you wrongly evaluate marketing campaigns: do you know, what is the real conversion rate of your website?
- How to prioritize content sections of an e-commerce website.
- What customer segments and cohorts are useful.
Customers 101 : Understanding Customer Segmentation and Portraits Danny Boice
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Check out this class that I taught recently at 1776 in DC on Customer Acquisition. The focus was on customer segmentation and portraits / personas. I also covered some common concepts from The Lean Startup, Steve Blank's Customer Development, and BJ Fogg's Behavior Model. This is a great deck for someone learning to growth hack or otherwise learn the basics of web and mobile product user acquisition
Youâre always hearing about the need to adjust your organizationâs mindset, but this roundtable isnât about adjusting your mindset. This roundtable is for digital marketers who want to actually start implementing ABM. We want to guide you and help you get started. The roundtable will focus on building a solid strategy and implementing tactical elements of an ABM philosophy. Our host this month is Net-Results.
What will be discussed:
Brief overview of how account-based marketing works (how it differs from traditional marketing)
Examples of account based marketing
Applying ABM to your organization
Developing a strategy
Tactical methods to execute your strategy
Efficient customer segmentation in Google Analytics (Blueffect 2013 Warsaw, Poland) - examples and best practices of accurate data analysis and advanced segmentation principles in order to improve revenues of your business.
- What makes you wrongly evaluate marketing campaigns: do you know, what is the real conversion rate of your website?
- How to prioritize content sections of an e-commerce website.
- What customer segments and cohorts are useful.
Customers 101 : Understanding Customer Segmentation and Portraits Danny Boice
Â
Check out this class that I taught recently at 1776 in DC on Customer Acquisition. The focus was on customer segmentation and portraits / personas. I also covered some common concepts from The Lean Startup, Steve Blank's Customer Development, and BJ Fogg's Behavior Model. This is a great deck for someone learning to growth hack or otherwise learn the basics of web and mobile product user acquisition
Youâre always hearing about the need to adjust your organizationâs mindset, but this roundtable isnât about adjusting your mindset. This roundtable is for digital marketers who want to actually start implementing ABM. We want to guide you and help you get started. The roundtable will focus on building a solid strategy and implementing tactical elements of an ABM philosophy. Our host this month is Net-Results.
What will be discussed:
Brief overview of how account-based marketing works (how it differs from traditional marketing)
Examples of account based marketing
Applying ABM to your organization
Developing a strategy
Tactical methods to execute your strategy
Introduction to Technology Marketing as a Service (TMaaS). The presentation was made by Manish Godha at Technology for Marketing and Advertising conference (TFM&A/ TFMA), New Delhi on June 20, 2013.
Many CMOs at leading firms are overhauling marketing operations to improve agility, decrease cycle times, and increase throughput and efficiency. They are significantly increasing marketing productivity. One of the tools that helps them drive these improvements is Lean thinking.
Marketing Operations ROI: It`s Simpler and Way Harder Than You ThinkClearAction Continuum
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For an updated version of this presentation: https://www.slideshare.net/clearaction/marketing-operations-roi-its-simpler-and-way-harder-than-you-think-127189832
How Marketing Operations can help you more effectively utilize metric data to measure ROI.
See https://ClearAction.com
Lead gen and demand creation in europe full report - sirius decisionsHervĂŠ Gonay
Â
Ensemble BtoB (Think Tank in marketing BtoB) has invited Sirius Decisions to have a conference on Lead Generation and demand creation in europe. This is the final report with text and notes
Media Planning Process / Workflow
Deliverables for Client
Media Buying Types
Digital Targeting Types
Digital Ad Types
Digital Creative Specifications
Staying Current / Industry Shifts
Distribution plays a key role within the marketing mix, and the key to success is its successful integration within the mix, ensuring that customers get their products at the right place and at the right time. If the product cannot reach its chosen destination at the appropriate time, then it can erode competitive advantage and customer retention. The purpose of this paper is to explore the best distribution strategy and other factors that help the organization meet customer expectations in respect of delivery and service promises the organization might make.
Managing Advertising Agencies Throughout a Product's LifecycleDana Small
Â
Find out best practices when it comes to managing advertising agencies throughout a product's lifecycle. From pre-launch to decline, find out what you can do to ensure you're getting the best support and price.
This slide provides a quick overview of different aspects of marketing research. This ppt is expected to help researchers, faculties, and students to understand various aspects of Research and especially 'Marketing Research'.
Youtube link of the video in ppt: https://www.youtube.com/watch?v=Mm0g8mVHffE&feature=youtu.be
We are a leading global talent and skill development organization, building skilled manpower pool for global industries. Our proficiency spans both in training and education allied service domains. People recognized us as Indiaâs 1st Education marketing company who work only to helps schools, Institutions, colleges and universities to achieve enrollment goals.
How do you measure up? A crowd-sourced, cross-pollinated discussion on evalua...ProductCamp Boston
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As a product marketer how do you evaluate if youâre being effective? If youâre in marcomms, product management, sales or the CEO how do you evaluate if the role is being effective and properly supported?
Is product marketing judged on volume output such as leads, events, webpages or trainings produced? Are you being driven by âoptics and politicsâ and âthe way things are done here âor jumping on the latest trends and content tactics du jour.
How do you determine if your priorities are in the right place? If you are over or understaffed, if there are bottlenecks or organizational issues that inhibit effectiveness. Is your measure of success different at different stages of product/company development? Does product marketing in a start-up or for a new product get measured in the same way as a more mature one?
Are there common metrics regardless of company size or product maturity?
Weâll propose some straw man metrics and then organize the chaos that will likely ensue. So come ready to participate!
More and more Marketing Executives have come to realize that the traditional approach to budget allocation, by campaign and channel, does not match the way modern marketers seek to optimize the customerâs experience. As a result companies now focus more on investing along the different stages in the customer journey. This webinar is organized by the B2B Marketing Forum in collaboration with Oracle Marketing Cloud.
This slide presentation is part of our digital strategy programme and put together in collaboration with my colleague Neil Kelley.
in here we look the Strategy part of SOSTAC (PR Smith), the RACE model (Dr. Dave Chaffey) some other models such as TOWS and Ansoff Matrix, and finally the introduction of a new e-marketing mix integrating on-line and off-line marketing activities.
Youâre probably spending money on areas that reap no real return on investment.
Half the money you spend on marketing is wasted. The problem is, which half?
If only that money can be better allocated to other areas with proven marketing effectiveness.
Contact marketer@digirine.com for more information.
Introduction to Technology Marketing as a Service (TMaaS). The presentation was made by Manish Godha at Technology for Marketing and Advertising conference (TFM&A/ TFMA), New Delhi on June 20, 2013.
Many CMOs at leading firms are overhauling marketing operations to improve agility, decrease cycle times, and increase throughput and efficiency. They are significantly increasing marketing productivity. One of the tools that helps them drive these improvements is Lean thinking.
Marketing Operations ROI: It`s Simpler and Way Harder Than You ThinkClearAction Continuum
Â
For an updated version of this presentation: https://www.slideshare.net/clearaction/marketing-operations-roi-its-simpler-and-way-harder-than-you-think-127189832
How Marketing Operations can help you more effectively utilize metric data to measure ROI.
See https://ClearAction.com
Lead gen and demand creation in europe full report - sirius decisionsHervĂŠ Gonay
Â
Ensemble BtoB (Think Tank in marketing BtoB) has invited Sirius Decisions to have a conference on Lead Generation and demand creation in europe. This is the final report with text and notes
Media Planning Process / Workflow
Deliverables for Client
Media Buying Types
Digital Targeting Types
Digital Ad Types
Digital Creative Specifications
Staying Current / Industry Shifts
Distribution plays a key role within the marketing mix, and the key to success is its successful integration within the mix, ensuring that customers get their products at the right place and at the right time. If the product cannot reach its chosen destination at the appropriate time, then it can erode competitive advantage and customer retention. The purpose of this paper is to explore the best distribution strategy and other factors that help the organization meet customer expectations in respect of delivery and service promises the organization might make.
Managing Advertising Agencies Throughout a Product's LifecycleDana Small
Â
Find out best practices when it comes to managing advertising agencies throughout a product's lifecycle. From pre-launch to decline, find out what you can do to ensure you're getting the best support and price.
This slide provides a quick overview of different aspects of marketing research. This ppt is expected to help researchers, faculties, and students to understand various aspects of Research and especially 'Marketing Research'.
Youtube link of the video in ppt: https://www.youtube.com/watch?v=Mm0g8mVHffE&feature=youtu.be
We are a leading global talent and skill development organization, building skilled manpower pool for global industries. Our proficiency spans both in training and education allied service domains. People recognized us as Indiaâs 1st Education marketing company who work only to helps schools, Institutions, colleges and universities to achieve enrollment goals.
How do you measure up? A crowd-sourced, cross-pollinated discussion on evalua...ProductCamp Boston
Â
As a product marketer how do you evaluate if youâre being effective? If youâre in marcomms, product management, sales or the CEO how do you evaluate if the role is being effective and properly supported?
Is product marketing judged on volume output such as leads, events, webpages or trainings produced? Are you being driven by âoptics and politicsâ and âthe way things are done here âor jumping on the latest trends and content tactics du jour.
How do you determine if your priorities are in the right place? If you are over or understaffed, if there are bottlenecks or organizational issues that inhibit effectiveness. Is your measure of success different at different stages of product/company development? Does product marketing in a start-up or for a new product get measured in the same way as a more mature one?
Are there common metrics regardless of company size or product maturity?
Weâll propose some straw man metrics and then organize the chaos that will likely ensue. So come ready to participate!
More and more Marketing Executives have come to realize that the traditional approach to budget allocation, by campaign and channel, does not match the way modern marketers seek to optimize the customerâs experience. As a result companies now focus more on investing along the different stages in the customer journey. This webinar is organized by the B2B Marketing Forum in collaboration with Oracle Marketing Cloud.
This slide presentation is part of our digital strategy programme and put together in collaboration with my colleague Neil Kelley.
in here we look the Strategy part of SOSTAC (PR Smith), the RACE model (Dr. Dave Chaffey) some other models such as TOWS and Ansoff Matrix, and finally the introduction of a new e-marketing mix integrating on-line and off-line marketing activities.
Youâre probably spending money on areas that reap no real return on investment.
Half the money you spend on marketing is wasted. The problem is, which half?
If only that money can be better allocated to other areas with proven marketing effectiveness.
Contact marketer@digirine.com for more information.
Palestra sobre o projeto Warning, abordando a criação de visualização de informação com tecnologia livres no I ESLAPE (Encontro de Software Livre do Agreste Pernambucano) realizado em Caruaru, no último dia 25 de novembro.
Data Visualization: advances by Brazilian researchersRodrigo Medeiros
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This article arises from the interest to gather and expand the discussions and reflections embraced in lectures on the subject data visualization in the eighth edition of Campus Party Brazil, an event attended by the authors of this text both in its organization as in the communication of content. Thus, this paper aims, initially, to make a terminological and conceptual review of data visualization. Then, it evidences and deepens some emerging topics highlighted by Brazilian researchers in their lectures such as: visualization in physical interfaces, collaborative mapping, storytelling in journalistic infographics, environmental information systems, interdisciplinary teaching and practice of data visualization and understanding of economic data through visual schemes.
Consideration and implementation of a successful marketing automation strategy presented by Andrew Wilson, Freelance Digital Marketing Automation & Project Manager
Introductory workshop aimed at sales and marketing teams - Build personas, understand channel option and collect relevant metrics linked to improved business performance and overall corporate goals.
How loyalty programs help brick and mortar retailers win customers back in th...PwC Polska
Â
How to win back customer and prepare for the challenges? How to build brand loyalty? â See presentation from our webinar | More: https://pwc.to/36AoCaA
This presentation would cover the following topics:
1.Transactional marketing approach to relationship marketing philosophy â competitive advantage through Relationship Marketing
2. Key concepts in relationship marketing
3. Relationship Marketing Programmes-Continuity Marketing, Individual marketing & Co-Marketing
Margaret Dawson defines integrated marketing and the required components of an integrated marketing plan. You can use this template to set up your marketing program for success. From performing a market analysis and SWOT to establishing the right strategies and objectives to establishing the right metrics - and then putting an action plan together based on all of that.
Do you want to create product demand and pass on leads to sales? Of course you do, but youâll need a demand generation strategy to do it right. Learn what sets demand generation apart, how to build and optimize your strategy, and the importance of paid marketing. Download the full Demand Generation Strategy Playbook on our website: https://hubs.ly/H0bvjyy0
Marketing strategy is different from marketing tactics. You have to know where you want to go and you have to know what it looks like when you get there. Market research and analysis plays a vital roll in marketing strategy. The information collected aids in making the correct product, competitive, and pricing decisions while minimizing your risk of expensive incorrect decisions.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Â
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Monthly Social Media News Update May 2024Andy Lambert
Â
TL;DR. These are the three themes that stood out to us over the course of last month.
1ď¸âŁ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2ď¸âŁ Instagramâs new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3ď¸âŁ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push âcollabsâ more too.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Â
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ârunning shoesâ are searched more often than âbest road running
shoes for menâ
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase ârunning shoesâ we
get more than 80M relevant results, whereas for âbest road running shoes for menâ we get
only 8.
The former keyword ârunning shoesâ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesnât have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is âlowâ or âeasyâ, there wonât be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
thatâs their search intention. For example, âWhat shoe size should I choose?â or âHow to pick
the right shoe size?â
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Â
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitorâs experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
Â
In todayâs era of AI, personalization is more than just a trendâitâs a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your usersâkey factors for business success. However, relying solely on AI capabilities isnât enough. You need to anchor your approach in solid principles, understand your usersâ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
34-Rahul-Mande.pdf PROJECT REPORT MBA 4TH SEMESTER
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Day 1 driving business impact multichannel excerpt
1. Day 1 - Driving Business Impact through Effective
Campaign Management
Seminar Excerpt
2. GUIDELINES
SESSION OBJECTIVES
CONTENTS
⢠Introduction and Strategic Overview
⢠Customer Contact Strategies
⢠Solving Key Marketing Challenges
⢠What is a Marketing Database?
⢠The Role of Analytics in Driving Business Success
⢠Creating Winning Campaigns
1. Introduce Concepts in Customer
Centric Marketing
2. Introduce Concepts in Data
Driven Marketing
3. Introduce Effective Campaign
Process
Many topics will be covered at a high
level
Addressing issues more relevant to
post paid
Ask Questions as needed
Objectives, Guidelines & Contents
3. Learning Objectives
At the end of the session today, participants should be able to do the following:
ďźUnderstand how to align marketing campaigns to the customer.
ďźUnderstand how a portfolio approach can translate business goals into a
campaign strategy.
ďźDefine a contact strategy that respects prospects and prioritizes contacts for
the most valuable offers.
ďźUtilize analytics to target customers and match offers to segments
5. What are we ultimately here to discuss? What is our objective?
Build a customer
centric strategy and
execute through multi-
channel campaign
management
Leverage the unique
dynamics of the pre-
post paid phone
business for profitable
growth
Profits
Customer LTV*
Network
optimization
7. What is Customer-Centricity?
âCustomer-centricity is an over-arching philosophy which involves aligning
organizational resources for effectively responding to the ever-changing
needs of customers, while building mutually profitable relationships.â
- Craig Bailey & Kurt Jensen, Business Consultants
8. What does Customer Centricity mean to my company?
â˘To optimize the opportunity and value of each prospect and customer, companies
must be able to:
⢠Understand and predict current and potential customer needs and behavior
patterns across all channels
⢠Develop and execute plans to interact with customers and prospects in a manner
that delivers:
⢠What they need
⢠When they need it
⢠How they want it
⢠Fully leverage both inbound and outbound customer touch points to support and
deliver the optimal customer experience
⢠Transform data and analysis into business intelligence
⢠Apply the right staff resources, business process, technology
and data content against the body of work
9. The Results Tell the Story
Customer-Centric contact strategies produce
better resultsâŚ
⢠Behavior and Preference-driven communication
(3X+ lift)
⢠Trigger-based optimization (8X+ lift)
⢠Multi-channel optimization (5X+ lift)
10. From Product to Customer Centric
-- Customer Value Landscape --
Product
Focus
High
Low
Solution
Focus
Customer
Value
Proactively
Understand
Customer
Drivers
Breadth of Offering
Create Customized
Solutions
Product
Focused
Segment
Focused
Customer
Focused
Individualized
Marketing
Channel
Integrated
11. Core
Customers
Core
Offering
Business
Suppliers
Target
Markets
Marketing
Channels
Customer
Data
Perspective
Educators & affiliates
Single product
Few large
segments
Single channel
Single supplier
Stand alone siloâd
data w/in product
Product
Centric
Segment
Centric
Channel
Integrated
Individualized
Customer
Value
Landscape
Segment 1-6
Products focused
on segments
Several smaller
segments
Multiple channels
not integrated
Single supplier-
multi products
Complementary
within segment
Segments-interests
& lifestyle
Bundled solutions
Many smaller
segments
Multiple channels
partially
integrated
Multiple suppliers
Integrated
customer data
Customer &
channel
Channel customized
solutions
Very small
segments
Multi-channel
integrated content
Multiple supplies &
channels
Integrated channel
& customer data
Personalized
content on
demand
Individual
solutions
Segment of one
Fully integrated
virtual service
Customized
integrated solutions
Dynamic data
sharing
STRATEGY
Customer
Centric
Brand
Supplier &
Group
Group
Dominant
Group
integrated
Group-trusted
provider
Current FutureNear term
Supplier dominant
Customer Centric is the Goal
12. Source: Booz Allen Hamilton
A New Customer Value Proposition
Industry
Traditional
Traditional = Value
Product Proposition
Truck
Manufacturing
ď§ Trucks âWe sell and service trucksâ
Aerospace
Components
ď§
Aerospace
Fasteners
âWe sell high-performance
fastenersâ
Utilities ď§Electricity âWe provide electricity
reliabilityâ
Chemicals ď§ Lubricants âWe sell a wide range of
lubricantsâ
Pharmaceutical
s
ď§ Drugs âWe sell pharmaceuticalsâ
Value-Added Customer-Centric
+ Services = Value Proposition
ď§ Financing
ď§ Service
âWe can help you reduce
life-cycle transportation
costsâ
ď§ Application/Design
support
âWe can reduce your
operational costsâ
ď§ Energy asset
maintenance
âWe can help you reduce
total energy costsâ
ď§ Usage and
application design
ď§ Lubricant analysis
âWe can increase your
machine performance and
up-timeâ
ď§ Product support
ď§ Outcomes-driven
information database
âWe can help you better
manage your patient baseâ
13. Why Multichannel Marketing and Customer Centricity
Best-in-Class Performance Advantage
Source: Aberdeen Group
0% 20% 40% 60% 80% 100%
43%
31%
24%
60%
50%
38%
63%
52%
30%
Return on Marketing
Investment
Increase in gross
sales/revenues
Customer
retention rate
MarketingMetrics
% of respondents showing greater than 15% improvement
BIC
Industry Norm
Laggard
14. Self AssessmentâCustomer Centricity
Do you have a business strategy that looks to build products, sales, and
customer service around individual customers?
Do you have a process for combining all operational data around individual
customers?
Do you have a marketing strategy that builds on customers, not just individual
products?
Do you have strategic segments of customers that can be targeted in your
marketing campaigns?
16. Multi-channel Marketing
A systematic approach to deploying many different marketing channels to reach
your customer depending on their preferences.
StrategyâAccept that the customer will define a preference for where they
get information, you need to be there.
TechnologyâRequires a campaign automation tool to route information to
each channel.
OffersâOffers have to be translated into each of the channels where they are
presented.
Contact StrategyâA map of how each prospect and customer will be
communicated to over time. It must include business objectives and customer
preferences.
17. Marketing Maturity Roadmap â Multi-Channel Marketing
Where are you in your marketing evolution?
Mass
Marketing
Target
Marketing
Relationship
Marketing
Multi-Channel
Marketing
Relationship
Optimization
Customer
Focus
Company
Focus
Shared
Value Focus
Right Offer
For Some
Right
Offer, Right
Person
Right
Offer, Right
Person, Right
Time
Right
Offer,
Right
Person, Right
Times, Right Mix
of Channels
Right Value Exchange
18. Building a Multi-channel Strategy
Channel Attribute to Consider Decision Making
Customer preference Market Researchâunderstand
preferred channel for point in sales
cycle
Cost per impression Align higher cost impressions with most
valuable customers and most valuable
transactions
Inbound/outbound messaging Inbound is most effective but requires
customer to initiate the contact.
Outbound is under your control.
Social channels Should be included in the mix, even if
just experimental for now
Define the conversation Be prepared to present the next piece
of the conversation at all times.
19. Multi-channel Marketing Drives Improved Results
Mature practitioners of multichannel marketing are improving
tactical results which, in turn, are driving strategic outcomes:
⌠48% have increased impressions more than 15%.
⌠43% say they've gained more than 15% in customer satisfaction scores.
⌠40% are generating more than a 15% improvement in marketing-attributed
revenues.
⌠24% report a 15% reduction in average sales cycle length.
⌠34% report more than a 15% increase in return on marketing investment.
"The Multichannel Maturity Mandateâ
Forrester Research â August 2012
20. Self Assessment
Have you defined specific steps that customers go through as
they consider your product, buy your product, and ultimately stay
loyal to your product?
Have you tested different marketing activities with regards to moving
customers from one step to the next?
Where do you stand on the marketing maturity roadmap?
What immediate steps can be taken to move to the next level of maturity?
Editor's Notes
Our Objectives include:
Fairly straightforward really,
Itâs a transformation towards putting the customer first with the understanding that if their needs are known and satisfied, you will be rewarded by constant and increasing business.
It seems to me that STC is somewhat Segment-CentricâŚwhich is good. Would you agree? So the shift to Customer-Centric isnât that difficult although you will likely need a more robust database or data mart, as well as increased channel capability (more use of SMS or social media) as well as collecting a bit more data about interests and lifestyles where possible. From there companies do tend to move into Channel Integrated but few achieve Individualized one-2-one marketing.
Customer centricity calls for different type of thinking about the value you offer to your customers. While today you may consider yourself as sellers of mobile phone services you may want o consider that in a customer focused world, you are actually selling full connectivity through your mobile device or your smart phone.
There is a research company in the U.S. which has separated companies by their superior performance across ROI, Incremental lift, customer retention and other business factors and has named them âbest in classâ. This table shows you that best in class companies which practice Customer Centricity have :
If customer centricity is a philosophy and organizing principle, then Multi-channel marketing is a business strategy and tactic that embraces the customers preference for how he wants to be contacted.
MCS begins with understanding the customerâs needs. It also involves some of the analyses that I will show you which will help you with a mix of channels and preferences