Move from marketing agony to marketing ecstasy. In an insightful webinar on Marketers’ Biggest Challenges, Linus Gregoriadis, Research Director from Econsultancy, and Jess Stephens, Chief Marketing Officer from SmartFocus, draw out highlights from the Marketing Pain Points & How to Overcome Them report, discuss their 'migraine rating' and examine how some of these marketing pain points can be mitigated.
The webinar drills down into a number of data-related pain points, including marketing attribution and gaining a single customer view, and covers themes including personalization, contextualization and email, as well as highlighting success stories from Waterstones, Peak Performance and TM Lewin.
- See more at: http://www.smartfocus.com/resources/marketers-biggest-challenges-webinar#sthash.s3sFLNyM.dpuf
3. Introduction
• Increased consumer connectivity has created new
opportunities for marketers, but many feel
overwhelmed by the quantity of data
312 October 2015
4. Introduction
• Increased consumer connectivity has created new
opportunities for marketers, but many feel
overwhelmed by the quantity of data
• 68% of marketers believe that marketing is more
stressful than it was five years ago
412 October 2015
5. Introduction
• Increased consumer connectivity has created new
opportunities for marketers, but many feel
overwhelmed by the quantity of data
• 68% of marketers believe that marketing is more
stressful than it was five years ago
• Unlocking these opportunities requires embracing
new skill sets in order to be successful in the
digital age
512 October 2015
6. About the survey
• More than 500 client-side marketers,
predominantly from the UK and US, and working
in a range of sectors
• Information about the online survey, including the
link, was emailed to Econsultancy’s user base and
promoted on social channels
612 October 2015
10. Top five challenges for marketers
• Working with IT
• No time for testing
• Creating a single customer view
• Lack of budget
• Too much data / complexity of data
1012 October 2015
12. 12 October 2015 12
54% believe that IT and web
development teams are a major
bottleneck
13. “IT are essentially a limited
resource with infinite
demand. What they do gets
prioritised. One way to ease
the pain is to ensure
requests have a really
compelling ROI case.”
Tim Watson, Email Marketing Consultant
and Founder, Zettasphere
12 October 2015 13
14. 12 October 2015 14
47% worry that there is no time to test
and optimise campaigns
15. “A lack of time to test and
optimise is really a lack of
priorities. With testing it is
quality, not quantity, that
matters.”
Mark Patron, Consultant, Patron Direct
12 October 2015 15
16. 12 October, 2015
Steven White Jenni Smith Julian Grant
Broad testing criteria lead to success
17. 12 October 2015 17
42% say they’ve always wanted a
single customer view, but
haven’t been given the time,
budget or IT resource to build
one
18. 12 October 2015 18
41% can’t keep track of customers
across different channels and on
different devices
19. “Even the big brands you’d
expect to have this nailed
find it a constant battle to
keep the path connected.”
Ian MacArthur, Director, Once We Were
12 October 2015
“Without competent tracking of
customers you are executing
your marketing activity
blindfolded.”
David Reilly, Digital Consulting
19
21. 12 October 2015 21
41% say they don’t have enough
budget, or their budget is
decreasing
22. “Present to your CFO a clear
business case with a list of the
business benefits you expect to
realise, and how these will be
measured by whom and when.”
John Lowe, Principal Consultant, Momentum Digital
Transformation
12 October 2015
“I’ve never met a CEO or CFO
that can’t make budget available
when a robust business case
can be demonstrated.”
Tim Watson, Email Marketing Consultant and
Founder, Zettasphere
22
23. 12 October 2015 23
40% are struggling with multiple data
sources
24. 12 October 2015 24
40% have trouble defining attribution
and assessing the touch points
required to convert a customer
26. On a scale of 1-5, where 1 is a minor headache and 5 is
a serious migraine, how much of a pain are the
following data-related activities?
12 October 2015 26
Respondents: 138
28. 12 October 2015 28
53% of responding companies are
struggling to send out engaging
email campaigns quickly
29. Please indicate whether you agree or disagree with
the following statements.
12 October 2015 29
Respondents: 141
30. 12 October, 2015
Cormac Folan, Digital Marketing Manager
at TM Lewin explains how he achieves
excellence in email by: “automating our
CRM and segmentation processes,
personalising our email marketing
campaigns in real-time [and] scaling those
campaigns at the click of a button
“Automation”
“Real-time”
“Scale”
31. 12 October 2015 31
86% of marketers are able to
personalise email content to
individual customers, or aim to
be doing so
32. Please indicate whether you have the following
marketing capabilities.
12 October 2015 32
Respondents: 139
33. “Targeting of content is for
marketers just common sense,
and the whole industry is
moving towards more
behaviourally targeted content.”
12 October 2015 33
Tim Watson, Email Marketing Consultant and
Founder, Zettasphere
34. 12 October, 2015
"You can absolutely personalise for users
who are not logged in," Ed Armitage
explains. "Rather than tailoring the
experience to people's purchase history,
you can still upsell and cross sell products
based on location, browsing behaviour
and a host of other factors.”
"Each method of recognising the
customer allows us to personalise using
additional data sets and more complex
algorithms. ” - Ed Armitage, eCommerce
Director
36. 12 October 2015 36
80% of responding companies agreed
that context is king when
communicating with customers
37. 12 October 2015 37
30% of responding marketers say
they are blindly sending
messages regardless of profile
or location
38. Please indicate whether you agree or disagree with
the following statements.
12 October 2015 38
Respondents: 110
39. Peak Performance case study
Key achievements
of sales were generated by
product recommendations
increase in website clicks increase in Average
Order Value (AOV)
increase in AOV from sales
of products looked at and bought
in different browsing sessions
12 October, 2015
Recommendation engine:
If a female customer was browsing for ski jackets,
the website would recommend a pair of women’s ski
trousers that are more expensive than the last viewed
40. Key findings
• The biggest ‘pain points’ include
– IT teams presenting a bottleneck
– Lack of time for testing and optimisation
– Lack of budget
– Building a single customer view
– Managing data … including attribution and complexity
• Companies are least equipped in:-
– Personalisation
– Mobile marketing
– Improving the omnichannel customer experience
– Proximity marketing solutions
12 October 2015 40
Question/Scale: On a scale of 1-5, where 1 is a minor headache and 5 is a serious migraine, how much of a pain are the following marketing challenges?
Single customer view includes cross-device tracking
Too much data includes attribution
Regarded by many as a pain point and also a problem which has significant impact on the business.
-) Shared KPIs between departments can help ensure everyone is working in the same direction
-) Physical co-location can help to foster co-operation and break down silos
-) Some organisations have development teams within marketing departments to reduce demand on IT
-) Consider user-friendly marketing technology which does not require IT to make changes
But lack of testing can undermine overall efficiency.
65% find the process of turning data into insight migraine-inducing, so testing can seem unappealing.
-) Ingrained optimisation leads to improved ROI, better customer knowledge and faster advancement on the digital maturity curve
-) Make testing a habit by building a testing and optimisation phase into projects before they have even begun
Mobile by Sainsbury’s one of our customers who are doing test and learn best. Automated tests are ideal for maximum optimization while time-saving.
Complex and time-consuming due to data from so many sources.
-) Companies can become customer-centric without reaching perfection
-) The key to success is being able to access and use the right data at the right time
-) Even without knowing everything about a customer, companies can personalise the customer experience based on the information they do have
More relevant personalisation offers a chance to differentiate from competitors.
Gaps in knowledge on the customer journey means a missed opportunity to create a seamless customer experience.
It is much cheaper to retain customers than to acquire new ones.
-) Although effective customer data is a priority, the skills required to understand and utilise the data are equally important
-) While the strategic focus on integration is a necessary start, the execution of cross-channel marketing does not yet match the vision for many organisations
-) There is also a need to update skills, to ensure that ambition and capability match
Refer to HoF feed without naming – and funky pigeon. Start with a ‘single marketing view’ rather than a single customer view.
we work with clients that have multiple feeds going into their database; HoF for example is one of our larger clients that uses this solution…
According to Econsultancy’s 2015 Marketing Budgets Report, 75% of companies agree they are focused on “delivering cohesive customer experiences rather than standalone campaigns or interactions”. Similarly 72% are focused on “breaking down internal silos to better co-ordinate and integrate marketing efforts”.
https://econsultancy.com/reports/marketing-budgets/
-) Investment in digital marketing does continue to grow; 77% of marketers say their companies intend to increase budgets in 2015
-) Marketing teams must continue to monitor, measure and analyse everything they do and every channel they manage to reflect how integral they are to an organisation’s profitability
Many companies are also struggling with moving data between systems, with various data sets confined to disparate systems.
-) Define what data is to be drawn out and proceed accordingly
-) As queries increase in complexity, so will the skill required to surface relevant information
-) Ultimately, the management of large data sources is a job for technology
A clear data strategy aligned to business objectives will facilitate better management of data and the extraction of better insights
Many marketers are feeling the challenge of moving on from last-click, and struggle with how to define attribution and where to head no customer journeys are more complex.
-) Connecting internal teams helps
-) A consolidated data set is key, as are internal analytics skills to extract insights from the data coming out
-) Building specific journeys for personas can help feed into attribution models and define touchpoints along these journeys
-) Your attribution model must be appropriate for your organisation; it’s important to mature from a simple model
Cross-channel personalisation about more than just profile, it’s about buyer cycle and where your customer fits into that. Something that Waterstones execute on exceptionally well.
"If you log on from Manchester, you'll see the Manchester shop on the homepage, and if we know you like reading fiction, we’ll tell you about a fiction book signing in Manchester, rather than the generic events' banner," he explains.
Focus on the improvements and then on the ‘adapting and improving’ line
“We always seek to get to know our customers and their needs even better. Together with SmartFocus we explore the best path for us as a company to move within this fast growing market. We keep adapting and improving our recommendations and are witnessing very positive results that come from working with the market-leading products and services offered by SmartFocus.”
Anna Abrahamsson,
CRM Manager, Peak Performance