The document discusses the top 5 marketing challenges companies may face: 1) understanding and utilizing big data, 2) leveraging the convergence of social, local, and mobile ("SoLoMo"), 3) creating valuable content marketing, 4) optimizing transactional marketing messages, and 5) implementing conversational marketing to build long-term customer relationships. It provides an overview and examples of each challenge.

1. Top 5 Marketing Challenges: Are you ready?
Martin Smith – Head of Marketing
iStrategy London 2012
@martysneo @neolane
Copyright Neolane - – 2012
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2. New Challenges for Marketing &
Communications
Brand Goals Haven’t Changed Customers Have Seized Power
 Sell more  Information is everywhere
 Sell more often  Purchases are ever easier
 Sell longer  Every buyer is an advocate
Disloyal and Nomadic
 Informed
 Changeful
 Vocal
 Overly Solicited
 Educated
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3. New Challenges for Marketing &
Communications
Traditional Marketing Losing Re-establish Customer Intimacy via
Relevance Conversational Marketing
 Impersonal  Personal
 Unidirectional  Conversation
 Perceived as intrusive  Unify service & marketing to
create value
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4. #1 - ‘Big Data’
Big data is a term applied to a new generation of
software, applications, and system and storage
architecture, all designed to provide business value
from unstructured data.
• Data Tsunami – 1.8 Zetabytes of Data in 2012 = 57.5
Billion 32Gb iPads = $34.4 Trillion investment
• The amount of digital information created annually
will grow by a factor of 44 from 2009 to 2020
• More than 70% of the data in the Digital Universe is
generated by individuals.
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8. Big Data – Big Love
#1 The most useful data set in the world.
#2 Give your employees the right tools.
#3 Let customers know what you know.
#4 Give the customer a sense of control
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9. #2 - ‘SoLoMo’
The convergence of social, local, and mobile.
Marketers who take advantage of SoLoMo can reach
consumers right when they’re making purchasing
decisions.
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10. What is SoLoMo?
Drive Brand Engagement
• Like, Friend
INTERACTIONS WTH THE BRAND Forward, etc.
• Check-In
• Custom Apps
Friends • Gamification
Social Media Website User Reviews
Drive Relevant Offers
• Location Based Offers
Access to the • Offer Sharing
Brand Online &
(Demand Creation)
Offline
• Contextual Relevance
Competitive Pressures
Physical Locations • In-Store Product
Search
INTERACTIONS WTH THE BRAND • User Reviews
• Customer Sentiment
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11. Extending SoLoMo
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12. #3 - Content Marketing
Content marketing subscribes to the notion that
delivering high-quality, relevant and valuable
information to prospects and customers drives
profitable consumer action.
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13. Consumers ask for real content
relevancy but don’t get it
Only 10% see direct mail content as relevant to their needs
Only 7% see email content as relevant to their needs
Source: Forrester, 2009
Only fully personalised messages or ‘One-to-One’ messages
can respond to consumers needs and increase conversion
rates
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14. Roadmap to Personalisation Excellence
ROMI
Conversion
Rates &
Customer
Experience
Marketing
Fatigue
Timeline
Personalisation Sophistication/Maturity
Multichannel Cross-channel Conversational Marketing
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15. #4 - Transaction Marketing
Messages sent within the framework of a transaction
between the customer and the company. These
messages represent approximately 30 % of all the
customers communications sent by a brand and have
very high opening rates.
The number of transactional emails received annually by a customer is
going to reach 146 in 2012 against 70 in 2007 Jupiter Research E-mail Marketing
Forecast
The number of transactional emails is going to grow of 9 % a
year, particularly because of the increase of the costs of the mails and the
will of the marketing management to integrate marketing offers. Forrester
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17. Houra
After
Purchase order confirmation
Reminder of a
Before personalized offer...
Reminder of loyalty points
and call to action
Results
• Increases customer satisfaction
Project • Transaction marketing has lifted
• Improve online customer conversion rates by 20% on cross
experience sales
• Personalize marketing and
transactional communications
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18. #5 - Conversational Marketing
Conversational marketing technology empowers
organizations to build and sustain one-to-one lifetime
dialogues with every customer and prospect, dramatically
increasing revenue and marketing efficiency.
#1 - Markets are conversations
#6 - The Internet is enabling conversations
among human beings that were simply not
possible in the era of mass media.
#9 - These networked conversations are
enabling powerful new forms of social
organization and knowledge exchange to
emerge.
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19. Conversational Marketing
Web Email Call Centre Print Mobile Point of sale Social
Sustained One-to-One Conversations
Three usages:
■ Enterprise marketing (B2C, B2B, D2C)
■ Communications and information
■ Transactional and service messages
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20. Lift Life-time Customer Value
Advocacy
Reactivation campaign initiative
Customer Value
Loyalty up-sell ‘trigger’
Inbound cross-sell
Inbound qualification
Nurturing Program
Acquisition 2e achat
campaign
Customer Journey Automation Abandonnistes
1er achat
Time
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21. Top 5 Marketing Challenges: Are you ready?
Martin Smith – Head of Marketing
Thank You – Questions?
@martysneo @neolane
Copyright Neolane - – 2012
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Neolane confidential 21