'Creating An Integrated Marketing Communications Lifecycle' using Multi-Channel Marketing! How to Integrate Channels, Content And Marketing Around The Customer? Customer Centricity is a Key!

1. 'Creating An Integrated
Communications Lifecycle'
‘How to Integrate Channels, Content And Marketing
Around The Customer?’
4th Asian Customer Engagement Forum
By,
Rupali K Digrajkar
Head eMedia & eInitiatives
Merck Serono India

2. CustomerCentric
Integrated
Communications
Lifecycle

3. The Customer is Boss
• Unparalleled choice & information
• Multichannel, with or without you
• New attitudes: frugality, sustainability, activism
We Live in Customer Powered World

4. In today’s
changing
competitive
environment,
is not
aspirational – it’s
essential.

5. Creating a customer centric culture is all about understanding
your brand value and delivering it consistently to customers.
Focusing on what they value most, in line with your overall
business strategy and brand promise.

6. Have a clear, customer-centred vision
Your starting point shouldn’t be your business strategy, or your
processes, or even your people – it should be your customers

7. Know your
customers
needs and
expectations
Map your
customer’s
journey; align
your whole
business with
the goal of
improving
customer
experience
from a holistic
perspective.

9. How do we augment the Customer Experience using
Integrated Multi-Channel / Omni Channel

10. Why the Integrated Multi-Channel
Communication is Important?
Customers are transferring media time to mobile.
Multi-screen, multi-device behaviours now typical.
New platforms, devices, connectivity options and integration opportunities
have brought:
• Changes in consumer media consumption patterns
• Changes in other consumer behaviours
• More data but not necessarily more insights
• Exploded opportunity set for advertisers to sort through and prioritize
• A constantly connected consumer base
• Changes in consumer expectations
• Content, context and design challenges

12. Identify Channel Opportunities
• Aligning to Business Goals
• Current Status of Adoption and Success
• Customer Engagement Mapping
• Industry and Competitive Set

13. • Learn About Approaches
• Identify Opportunity
• Feel Need or Pain
• Measure Results
• Adopt and Use
• Deploy or Launch
• Identify Solutions
• Build a Business Case
• Commit to Change
• Choose Approach
• Compare Alternatives
• Consider Risks
Evaluate
• Select Vendor
• Check References
Source: Forester Research
Understanding the Buyers Journey

14. Who is your Market? Creating Buyer Personas
Demographics - gender, age,
marital status, income level,
location, education
Psychographics - personality,
values, attitudes, interests,
lifestyles
Bizographic - industry,
seniority, functional area, role,
responsibilities, knowledge, risk
Relationships - individual,
directed, collaborative,
competitive, contentious,
subordinate, superior,
consensus
Motivation - needs, goals,
pains, ideals, challenges
Modality - methodical,
spontaneous, humanistic,
competitive

15. How Do I Integrate Communication Channels For
Demand Generation?
• Drive the Integrated Communication
with relevant content and experiences
• Execute across channels, devices
and activities as per Persona
Mapping
• Continue engagement with
responsiveness

16. Drive Integrated of Communications Lifecycle

17. Integrating Content, Channels to Drive
Customer Engagement
The starting point of understanding the customer is to think of his or her
possible interactions with the organization as a set of journeys that are
triggered by a need or want.
In the multi-channel world customer journeys have become much more
complex with a customer using several channels throughout the journey’s
course; customers are not loyal to a particular channel.
This channel-hopping behaviour presents the need for organizations to
understand the multi-channel requirements of their customer and the
complexity of how one channel can influence another.

19. In the integration of the Multi-Channel
Communications Scenario insights are critical!
1. Channel Introduction: Which channels should be present?
2. Channel Optimization: How are these channels performing?
3. Channel Migration: Which customers should be using which channel for what?
4. Channel Rationalization: Which channels we do not need to meet our
business goals?
5. Channel Integration: How should the channels?

20. Channel Integration
With the optimized channel mix in place companies can then maximize their gains
by ensuring channel integration.
This is from both a customer journey and brand experience and operational
perspective.
Channel integration can eliminate the silos of individually run channels and
manage the customer experience with optimum efficiency through:
• Continuity – Providing seamless channel transitions to reduce the risk of
losing contact with the customer during channel hopping.
• Controlled choice – Aligning activity within each channel and promoting the
use of the most efficient channels.
• Consistency – Managing the customer experience across all marketing,
sales, service, finance, IT and supply chain interactions.

22. Six critical success factors for successful
Communication Lifecycle
• Content is king: Make the customer think and feel that the content is
relevant and engaging to them. Go beyond the traditional definition of
“product content”
• “Black belt” in business process: Be willing to redesign every
business process that relates to communicating with the customer
• Architecture is the blueprint for success: Design an integrated
business and technology architecture (for example, integrate MCLM with
sales force automation systems)
• Everyone short-changes change: Take the time to win people’s hearts
and minds; this is the key to your transformation
• Analytics – steady as she goes: Build MCLM reporting and analytic
capability through steady, progressive levels of maturity
• Segmentation – one size doesn’t fit all: Evolve customer segmentation
to a level that allows truly personalized, customized content

24. Understanding the Customer Engagement

25. The Communication LifeCycle mapped with
Customer Engagement Stages

26. The Communications Channels Integrated as
per the Customer Lifecycle Management

28. Integrating Channels, Content And
Marketing Around The Customer in the
Context of the Pharmaceutical Industry

30. …adopt the Multi-Channel Marketing route for….
Physician and customer engagement
• Face-to-face contact increasingly
difficult..hence needed innovative
channels to Connect.. Converse...
Collaborate... Engage...
• Physicians’ needs for real-time information
• Physician support service
Customer-Centric-Market Segmentation
• Integrated CLM (close Loop Marketing)
tactics incorporated to the wider marketing
strategy canvass
30

31. …by understanding the Rx behavior… online…
31
DIGITAL SOCIAL

32. Leveraging Different Channels of Communication
32

33. Start Targeting Your Audience Now… The Smarter Way…
33

34. Build A Customer Centric Organisation And
Start Integrating Content With Multiple
Communications Channels, Delivering
Marketing Lifecycle Management
Checklist for a customer
centric organisation:
• Map customer journey and
lifecycle
• Refine operating model to
enable customer centricity
• Align technologies and
processes to support and drive
customer engagement
• Engage executives and leaders
• Focus development around
target areas and behaviour
change
• Integrate disparate business
unit cultures
• Transform culture top to bottom
• Measure change using key
metrics
• Incorporate customer feedback
into processes and behaviours

35. To Sum Up…

36. & if
everything
fails…
then try this
tact


37. Any Comments / Questions?
Thank You
Connect with me on:
LinkedIn : Rupali Krishna
Twitter : @rupalikd
Drop a line to rupalik.d@gmail.com