transformational global marketing

MARKETING FOR CHANGE, GROWTH, & EXPANSION

Copyright 2014 Whidden Flores

Largest Global Market

Analyze and understand what is and

isn’t working real-time!

WHY DIGITAL?

Superior Targeting/

Precise ROI

metrics

Made for lean

business processes

Less Expensive

More likely to

succeed in strategy

Minimize losses from failed

campaigns

Copyright 2014 Whidden Flores

• Manage complex customer relationships across a variety of channels- digital and traditionalManage

• Respond to and initiate dynamic customer interactionsRespond

• Extract the value from big data to make better decisions faster/ real-timeExtract

KEY TO DIGITAL MARKET SUCCESS

Copyright 2014 Whidden Flores

Marketing in Digital Markets

Copyright 2014 Whidden Flores

DISRUPT EVOLVE MAINTAIN GROWTH

Shape the market. Don’t be shaped by it.

•Lead the digital market•Lead the customer•Lead the competitor

•Lead in innovation

•Lead in industry•Lead in customer care

Does Current Digital Marketing have the Power to Impact Business Landscapes?

Don’t sustain- GROW

Copyright 2014 Whidden Flores

Out of all divisions, Marketing & Client Management will have the most drastic and visible changes

Multiple

FormatsMarkets

Singular marketing

Copyright 2014 Whidden Flores

“Successful companies develop a culture that just keeps moving all the time.” – Professor Rosabeth Kanter, Harvard Business School

“When the environment changes profoundly, the maps with which we navigate it may shift as well….Strategy tools are abstractions from reality. So, their usefulness depends on context, their effectiveness changes with time.” – Professor Michael Jacobides, Londond Business School

RADICALLY TRANSFORM YOUR BUSINESS

Make sure your solution increases your strategic capacity to evolve.

Incremental change does little more than prolong/stall dealing with critical market barriers that impact revenue. Transformational change, although initially costly, is

the only way to stay ahead of challenges.

CUSTOMER MANAGEMENT TRANSFORMATIONS

Case for Change: Legacy Market StrategyStandard go-to-market strategies are basic, limiting, and cannot compete globally in a data

driven, digital world market. These strategies do NOT target customers or manage their needs.

Grow revenue profitability

Plan & execute all sales and account growth strategies for

customers

Plan and execute all go-to-market strategies

Where to sell

How to sell

What to sell

CUSTOMERS NEED TO FIND GOOD PRODUCTS. GOOD PRODUCTS DON’T NEED TO FIND CUSTOMERS

Copyright 2014 Whidden Flores

The Customer is King

Customer demands it

Enterprise provides it

Enterprise markets it for customer

With growing focus on digital markets that quickly connect all global markets and competitors; marketing a product is not as effective as marketing an already requested experience (which can be a product).

Copyright 2014 Whidden Flores

MARKET GOALS TO CUSTOMER GOALS

New Market Operations Manager

Go-to-market StrategyDigital & Mobile marketing

Brand Management & Growth

BIG PICTURE ABSTRACT THINKING

CREATIVE PROBLEM SOLVING

Big data analytics (Adobe, SAP, SQL, CRM)

SaaS platformsBasic HTML

SEO Optimization

Go-to-market Strategies

Map and Manage Customer Experience & Needs

(Digital Content Management)

Maintain robust, symmetrical databases with enterprise wide data

Use enterprise data to make

leadership actions

Measure

KPIs

(Challenge &

Improve)

SKILLS RESPONSIBILITIES

SPARK CHANGE. DEVELOP FLEXIBLE MODELSCopyright 2014 Whidden Flores

Marketing Should Be

•Focus on customer buying priorities, requested demands, and common touch point paths of clients

•What they want to see or might want to see ALL the time

•Marketing message should reach customer with pinpoint delivery, cutting through online cutter

•Digital content should emphasize cutting edge “PROS” of product

•Branding occurs at each touch point•How can product be maximized from customer perspective

•Does it meet go-to-market requirements?

•Universal metadata provides accurate data real-time and historically

•Make reactive data driven leadership actions to immediate changing market or customer demands

•Use data to change behavior of asset, product, or individual

•Use an omni channel e-commerce solution to automate individual customer tailoring by region & market

•User demand priority will develop through reuse patterns•Allows focus on geography & market expansion

Digitally Automated

Data Driven

Client Focused

Appeal to Product

FLEXIBLE EVOLVING

Copyright 2014 Whidden Flores

MULTI-FACETED APPROACH

Copyright 2014 Whidden Flores

PLATFORM STRATEGY

Copyright 2014 Whidden Flores

MARKETING SOCIALLY

Copyright 2014 Whidden Flores

DIGITAL MARKETING TACTICS

Copyright 2014 Whidden Flores

Who’s In Control of Your Market’s Future?

Copyright 2014 Whidden Flores