Analyst
Andrew Jones, Analyst
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The Makings of the Modern Marketer презентация
Содержание
- 1. The Makings of the Modern Marketer
- 2. This was once the scale of a customer relationship
- 3. Today it’s not so easy. How do we build one-to-one relationships at scale?
- 4. In 2014, the customer journey will continue
- 5. Marketing Sales Customer Service HR Innovation etc. The Dynamic Customer Journey
- 6. “A friend of mine gets Christian Mingle
- 7. 90% Of companies are committed to delivering an integrated customer experience Source: Econsultancy & CACI
- 8. 20% Have a well developed strategy Source: Econsultancy & CACI
- 9. The Modern Marketer Aims to: Provide consistent,
- 10. The Modern Marketer Aims to: Provide consistent,
- 11. Brands prioritize customer experience, change their perspective
- 12. 40% of $1billion+ enterprises have a Chief Customer Officer Source: CCO Council
- 13. Personalized messaging is more effective Research shows
- 14. It’s about relationships
- 15. $$$ $ $$$$ $$ Location Demographics Transaction
- 16. The Modern Marketer Aims to: Provide consistent,
- 18. Little Data trumps Big Data
- 19. When is it valuable to know more
- 20. SEM Website content Ads: display, retargeting, affiliate
- 21. Universal Music Group uses social data to
- 22. Non-Targeted Email Unique Open Rate: “Batch &
- 23. Targeted Twitter Followers of Will.i.am Britney
- 24. Targeted by: “The XX” Social Scores* Great
- 25. The Modern Marketer Aims to: Provide consistent,
- 26. Retargeting is effective—but closing the loop is hard
- 27. Tools have potential to scale relationships Customer
- 28. Customer data is in silos Service Sales Loyalty Social Marketing
- 29. Consolidation of technology components is inevitable: data
- 30. The Modern Marketer Aims to: Provide consistent,
- 31. What does a modern marketer look like?
- 32. Digital Leadership Framework Personal Organizational Internal External
- 33. Assessment and Recommendations
- 34. Self-assessment: On a scale of 1-5, how
- 35. The Modern Marketer Will: Leverage the right
- 36. So customer relationships can feel like this again
- 37. Thank You Charlene Li charlene@altimetergroup.com charleneli.com @charleneli
This was once the scale of a customer relationship
Слайд 4In 2014, the customer journey will continue to fragment, making it
harder than ever for brands to track and engage with customers
Слайд 6“A friend of mine gets Christian Mingle ads, even though he’s
Jewish and married. That shouldn’t happen. His religion and marital status are available on Facebook.”
-Bill Piwonka, VP Marketing Janrain
-Bill Piwonka, VP Marketing Janrain
Слайд 790%
Of companies are committed to delivering an integrated customer experience
Source: Econsultancy
& CACI
Слайд 9The Modern Marketer Aims to:
Provide consistent, exceptional, personal experiences
By leveraging the
right customer data
Delivering the right message, at the right time, in the right channel
Delivering the right message, at the right time, in the right channel
Слайд 10The Modern Marketer Aims to:
Provide consistent, exceptional, personal experiences
By leveraging the
right customer data
Delivering the right message, at the right time, in the right channel
Delivering the right message, at the right time, in the right channel
Слайд 11Brands prioritize customer experience, change their perspective
Inside out Outside in
What
is the customer’s experience?
How can it be improved?
How can it be improved?
Image source: Betsy Weber, Flickr, used under Creative Commons
Слайд 13Personalized messaging is more effective
Research shows that personalization can deliver five
to eight times the ROI on marketing spend, and lift sales 10% or more.
- McKinsey, HRB blog, 2012
- McKinsey, HRB blog, 2012
Слайд 15$$$
$
$$$$
$$
Location
Demographics
Transaction history
Socialgraphics
Etc.
Each customer is unique
Browsing history
Слайд 16The Modern Marketer Aims to:
Provide consistent, exceptional, personal experiences
By leveraging the
right customer data
Delivering the right message, at the right time, in the right channel
Delivering the right message, at the right time, in the right channel
Слайд 19When is it valuable to know more about customers? What data
matters?
Lead scoring
Prevent Churn
Conquesting
Sampling
Reward loyalty
Promote advocates
Reactivation
Product
personalization
Identify
influencers
Lookalike Audiences
Anticipate
support
Слайд 20SEM
Website content
Ads:
display, retargeting, affiliate
Email
SMS
Case Study: Universal Music Group uses social data
to better target customers
Profile
Friends
Reviews
Comments
Location
Shares
Views
Likes
Слайд 21Universal Music Group uses social data to better understand customer interests
1.
Match social profiles to email through social login
Social scores
Append to email database
2. Capture social signals
Facebook Likes
Twitter Follows
Spotify Listens
Youtube Views
Слайд 22Non-Targeted Email
Unique Open Rate:
“Batch & Blast”
Content Heavy, 20+ Promoted Items
UMG’s Interscope
Records customer email
7%
Слайд 23Targeted Twitter Followers of
Will.i.am
Britney Spears
Lil Wayne
Diddy
Interscope sees lift in open
rates by targeting with social signals
Semi-targeted Email
Unique Open Rate:
16%
Слайд 24Targeted by:
“The XX” Social Scores*
Great Gatsby Social Scores
Combining social scores
for even greater relevance, open rates increase 10x
Targeted Email
Unique Open Rate:
*Note: for those unfamiliar, “The XX” is a band
66.7%
Слайд 25The Modern Marketer Aims to:
Provide consistent, exceptional, personal experiences
By leveraging the
right customer data
Delivering the right message, at the right time, in the right channel
Delivering the right message, at the right time, in the right channel
Слайд 27Tools have potential to scale relationships
Customer action
(e.g. download whitepaper,
Watch product video)
Update
lead score, send relevant message
Слайд 29Consolidation of technology components is inevitable: data + engagement
Social Monitoring
Social Media
Management
Marketing Automation/
Email Marketing
Content Marketing
Data and CRM
DMP/Third party data
Data
Engage
Social Network
Oracle Social Network
Collaborate
Слайд 30The Modern Marketer Aims to:
Provide consistent, exceptional, personal experiences
By leveraging the
right customer data
Delivering the right message, at the right time, in the right channel
Through an organization of Modern Marketers
Delivering the right message, at the right time, in the right channel
Through an organization of Modern Marketers
Слайд 31What does a modern marketer look like?
Today, everyone is contributing to
a dynamic customer journey
Слайд 34Self-assessment: On a scale of 1-5, how do you rate yourself?
Data
about customers
Ability to create content & experiences
Ability to deliver those experiences
Organizational integration
Ability to create content & experiences
Ability to deliver those experiences
Organizational integration
Слайд 35The Modern Marketer Will:
Leverage the right customer data
to provide consistent, exceptional,
personal experiences
by delivering the right message, at the right time, in the right channel
through an organization of Modern Marketers
by delivering the right message, at the right time, in the right channel
through an organization of Modern Marketers
Слайд 37Thank You
Charlene Li
charlene@altimetergroup.com
charleneli.com
@charleneli
Disclaimer: Although the information and data used in this
report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.
For Slides, send an email to slides@altimetergroup.com
Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models.
Andrew Jones
andrew@altimetergroup.com
Altimetergroup.com/blog
@andrewjns
