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.
12. Brought to you by: Connectivity: The Secret to Success in Distributed Marketing Environments Ian Michiels Chairman of the Research Advisory Board, Gleanster Director, Marketsphere Marketing 4
13. Can I get access to the slides after the webinar? Yes Is there an open Q&A at the end of the webinar? Yes Continue the conversation on Twitter: #ConnectMktg 5 Housekeeping Download Report Slides Twitter
14. Connectivity in Marketing: Framing the Challenge Connectivity in Distributed Marketing Environments Where to focus finite resources Top Performers Playbook Overcoming challenges Recommendations Quick Agenda 6
15. The research referenced in this webinar comes from the Q1 2011 Gleanster “Marketing Assert Management” Study 182 Survey Respondents 135 Qualified Survey Respondents Top Performers = Respondents that achieved Top Quartile performance in key KPI’s Everyone Else = Everyone Else Research Findings 7
16. Changes in consumer buying behavior Connectivity Challenge #1 Your customer experience must be: Your Target Audience is: = Channel Agnostic Accosted by Marketing + Relevant Positive Human 8
17. 9 Connectivity Challenge #1 Cont’d It’s not about interrupting people with marketing messages… It’s about having a conversation. Engage your target audience.
18. Fragmented technology landscape 10 Connectivity Challenge #2 Disparate Technologies = Disparate Data *Multi-Channel Marketing Management Survey, Q1’11, n=157 Companies engage customers through a wide variety of mediums
19. How many channels does your company regularly utilize and have “core” expertise in best practices, execution, and measurement? 11 Connectivity Challenge #2 Cont’d Top Performers Everyone Else *Multi-Channel Marketing Management Survey, Q1’11, n=157
20. Across all surveys #1 goal in 2011: Increase Revenue Increase Profitability Through: Relevant customer engagement But: There are two different levers for marketers… 12 How can marketers improve performance through connectivity? * Distributed Marketing Management Survey Q1’11
21. 13 Marketing Execution in a Nutshell Customer Facing Communications Back-Office Operations
22. 14 Marketing Execution in a Nutshell Customer Facing Communications Back-Office Operations Connectivity Issues Connectivity Issues Connectivity Issues Where do you focus finite resources? Look at Top Performers…
23. 15 Marketing Execution: 2 Sides of the Same Coin Focus on core channels first. Improve productivity, efficiency, time-to-market
33. 19 2 Degrees of Separation to Impact Revenue Customer Facing Communications Back-Office Operations Target Audience Channel 1 Channel 2 Channel 3 Channel 4 Channel 5 Marketing Operations Process Creative Idea Channel 6 2 Degree 1 Degree
34. 20 2 Degrees of Separation to Impact Revenue Customer Facing Communications Back-Office Operations Target Audience Channel 1 Channel 2 Channel 3 Channel 4 Channel 5 Creative Idea Marketing Operations Process Channel 6 2 Degree 1 Degree Consistent part of the process. It must be optimized!
35. Top Performers empower marketers through increased communication and autonomy in the back-office. 21 The Secret to Success in Distributed Marketing Environments How do we expand the number of channels and integrate data across channels? & How do we deliver more relevant and personalized messages to target audiences by improving internal processes?
36. “We are really good at a few channels, lets get better at those channels.” Empower the field and maintain control of the brand at the corporate level Improve efficiency , message continuity, collaboration 22 Core Focus of Top Performers
37. 23 2 Degrees of Separation to Revenue for Top Performers Customer Facing Communications Back-Office Operations Target Audience Channel 1 Channel 2 Channel 3 Channel 4 Channel 5 Optimized Marketing Process Creative Idea Channel 6
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40. Everyone else is 3x more likely to struggle with digital asset creation and approval
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42. 1 Is your focus on optimizing marketing execution out of balance? Change processes Add resources Empower marketers 28 Recommendation: Evaluate Marketing Management Marketing Management Marketing Engagement Process People Technology
43. 2 Can you do a better job optimizing core channels? Model the impact on revenue Can you change processes or standardize processes without investing in technology? 29 Recommendation: Focus on Low Hanging Fruit
44. 3 Reduce the use of redundant technologies. Pick one, and run with it Cost savings on licensing Cost savings on support Bring digital assets in-house It’s expensive for agencies to act like a outsourced asset repository Track the source of digital assets Can they be reused? Are you buying multiple assets? Do you have brand consistency challenges? 30 Recommendation: Eliminate redundant systems
45. 4 Don’t try to mandate control at a corporate level It’s expensive and not effective Empower Local Marketers Give them autonomy through a central repository Templatize common collateral Use the cloud to scale quickly and cost effectively 31 Recommendation: Empower Local Marketers
46. Marketing Management vs. Customer Engagement Top Performers have invested in back-office marketing optimization to connect the global enterprise. Optimize a few marketing channels Jack of all trades, master of none 32 Wrap-up
47. Ian Michiels Chairman of the RAC, Gleanster Director, Marketsphere Marketing ian.michiels@marketsphere.com 33 Q&A @InsightFanatic
If your organization has localized marketing resources across one or more regions or markets How do you improve communication and engagement?
Most companies have developed core expertise in a handful of channels. There is huge risk in expanding multi-channel execution, and the process is both costly, timely, and resource intensive. The case I want to make is perhaps there is an opportunity to improve the customer experience without expanding channels. Rather, focus on what you do best, and do a better job at internal connectivity; communication, productivity, brand consistency, field autonomy, corporate control.
What technologies support the processAre assets centralizedIs there a standardized workflowHow well is the process integrated
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