gleanster connectivity webinar - 4-19-11v4
Post on 19-Oct-2014
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DESCRIPTION
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.TRANSCRIPT
MARKETING ASSET MANAGEMENT 101
Saepio Webinar Series
Saepio Webinar Series:Marketing Asset Management 101
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Welcome to MAM 101• Webinar Series Objectives
– Marketing Asset Management Primer that is: • Impartial. • Informative.• Valuable.
– Things you’ll learn about MAM• What it is.• Why it’s important.• How it should be implemented.• How it works.
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Connectivity:The Secret to Success in Distributed Marketing Environments
Ian MichielsChairman of the Research Advisory Board, Gleanster
Director, Marketsphere Marketing
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Connectivity: The Secret to Success in Distributed Marketing Environments
Ian MichielsChairman of the Research Advisory Board, GleansterDirector, Marketsphere Marketing
Brought to you by:
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೦ Can I get access to the slides after the webinar?– Yes
೦ Is there an open Q&A at the end of the webinar?– Yes
೦ Continue the conversation on Twitter:– #ConnectMktg
Housekeeping
SlidesDownload
Report Twitter
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೦ Connectivity in Marketing: Framing the Challenge
೦ Connectivity in Distributed Marketing Environments– Where to focus finite resources
೦ Top Performers Playbook– Overcoming challenges
೦ Recommendations
Quick Agenda
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The research referenced in this webinar comes from the Q1 2011 Gleanster “Marketing Assert Management” Study೦ 182 Survey Respondents೦ 135 Qualified Survey Respondents
Top Performers = Respondents that achieved Top Quartile performance in key KPI’s
Everyone Else = Everyone Else
Research Findings
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೦ Changes in consumer buying behavior
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Connectivity Challenge #1
Relevant
Positive
Human
Informed
Online
Social
Mobile
Offline
Channel Agnostic Accosted by Marketing
Your Target Audience is:
+
Your customer experience must be:
=
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Connectivity Challenge #1 Cont’d
It’s not about interrupting people with marketing messages…
It’s about having a conversation.
Engage your target audience.
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೦ Fragmented technology landscape
Connectivity Challenge #2
Disparate Technologies = Disparate Data
NewspapersBlog
RadioUser Generated Reviews
TelevisionSocial Media (Facebook, Twitter)
MagazinesMobile Marketing
SEOAffiliate Markeitng
Paid SearchDisplay Advertising
TelemarketingDirect Mail
WebsiteEmail Marketing
15%
18%
18%
24%
24%
28%
32%
37%
44%
48%
49%
65%
70%
76%
83%
85%
% o
f Res
pond
ents
Sel
ectin
g Ch
anne
l as
"Top
2"
Top 2 Most Effective Channels
All Respondents
Companies engage customers through a wide variety of mediums
*Multi-Channel Marketing Management Survey, Q1’11, n=157
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೦ How many channels does your company regularly utilize and have “core” expertise in best practices, execution, and measurement?
Connectivity Challenge #2 Cont’d
Top Performers Everyone Else
5 or More Channels
4 Channels
3 Channels
2 Channels
1 Channel
3%
11%
23%
37%
35%
% o
f Top
Per
form
ers
Top Performers5 or More Channels
4 Channels
3 Channels
2 Channels
1 Channel
0%
5%
10%
27%
58%
% o
f Eve
ryon
e El
se
Everyone Else
*Multi-Channel Marketing Management Survey, Q1’11, n=157
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೦ Across all surveys #1 goal in 2011:– Increase Revenue
• Increase Profitability
೦ Through:– Relevant customer engagement
೦ But:– There are two different levers for marketers…
How can marketers improve performance through connectivity?
* Distributed Marketing Management Survey Q1’11
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Marketing Execution in a Nutshell
Marketing Management
Marketing Engagement
Back-Office OperationsCustomer Facing Communications
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Marketing Execution in a Nutshell
Marketing Management
Marketing Engagement
Back-Office OperationsCustomer Facing Communications
Connectivity Issues
Connectivity Issues
Connectivity Issues
Where do you focus finite resources? Look at Top Performers…
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Marketing Execution: 2 Sides of the Same Coin
• Internal Marketing Management• Campaign Management• Workflow / Approval• Budgeting• Digital Asset Management• Dashboards• Enterprise Social Media
• Email• Website• Microsites• Search Engine Marketing• Social Media Marketing• Ad Serve
• Direct Mail• Mobile Marketing• Print Media• Rich Media• Events• etc.
Marketing Management
Customer Engagement
Technologies• Enterprise Marketing Management• Marketing Resource Management• Digital Asset Management• Marketing Operations Management• Web Content Management• Marketing Campaign Management• Business Intelligence
Technologies• Marketing Campaign Management• Email Marketing• Web Analytics• Marketing Automation• Automated Demand Generation• Social Media Monitoring• Online Communities
೦ Focus on core channels first. ೦ Improve productivity, efficiency, time-to-market
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• Manage brand consistency • Mange agency costs• Corporate execution and targets• Allocate budget• The customer experience
Alignment Challenges in Distributed Environments
• Personalize marketing local audience• Autonomy in program development• Control most appropriate channels• Adapt to market dynamics
Corporate Marketing
Field Marketing
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೦ Improve productivity & time to market
೦ Reduce redundant costs
೦ Centralize access to assets
೦ Customize branded templates
೦ Improve top-line growth
The Cost of Disconnected Marketing Operations
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6 Degrees of Separation to Kevin Bacon
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2 Degrees of Separation to Impact Revenue
Marketing Management
Marketing Engagement
Back-Office OperationsCustomer Facing Communications
Marketing Operations
Process
Channel 1
Channel 2
Channel 3
Channel 4
Channel 5
Channel 6Creative Idea
Target Audience
1 Degree2 Degree
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2 Degrees of Separation to Impact Revenue
Marketing Management
Marketing Engagement
Back-Office OperationsCustomer Facing Communications
Channel 1
Channel 2
Channel 3
Channel 4
Channel 5
Channel 6Creative Idea
Target Audience
1 Degree2 Degree
Marketing Operations
Process
Consistent part of the process. It must be optimized!
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೦ Top Performers empower marketers through increased communication and autonomy in the back-office.
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?
&
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೦ “We are really good at a few channels, lets get better at those channels.”
೦ Empower the field and maintain control of the brand at the corporate level
೦ Improve efficiency , message continuity, collaboration
Core Focus of Top Performers
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2 Degrees of Separation to Revenue for Top Performers
Marketing Management
Marketing Engagement
Back-Office OperationsCustomer Facing Communications
OptimizedMarketing
Process
Channel 1
Channel 2
Channel 3
Channel 4
Channel 5
Channel 6Creative Idea
Target Audience
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Top Performers Rank Challenges Differently than Everyone Else
• Challenges demonstrate focus on operational improvement in 2011
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Value Drivers for Top Performers
•Dedicated to bridging the gap in back-office operations•Focused on standardizing processes for customizing corporate collateral
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Value Drivers for Top Performers Cont’d
•Top Performers have standardized asset creation internally.• Everyone else is 3x more likely to struggle with digital asset creation and approval
• 73% of Top Performers report reduction in agency spend over the last 12 months
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Top Performer Use of Technology for Back-Office Marketing
94%
92%
88%
83%
57%
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1೦ Is your focus on optimizing
marketing execution out of balance?– Change processes– Add resources– Empower marketers
Recommendation: Evaluate Marketing Management
Marketing Management
Marketing Engagement
Technology
People
Process
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2೦ Can you do a better job optimizing
core channels?– Model the impact on revenue
೦ Can you change processes or standardize processes without investing in technology?
Recommendation: Focus on Low Hanging Fruit
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3೦ Reduce the use of redundant technologies.
– Pick one, and run with it– Cost savings on licensing– Cost savings on support
೦ Bring digital assets in-house– It’s expensive for agencies to act like a
outsourced asset repository
೦ Track the source of digital assets– Can they be reused?– Are you buying multiple assets?– Do you have brand consistency challenges?
Recommendation: Eliminate redundant systems
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4೦ Don’t try to mandate control at a
corporate level– It’s expensive and not effective
೦ Empower Local Marketers– Give them autonomy through a
central repository– Templatize common collateral
೦ Use the cloud to scale quickly and cost effectively
Recommendation: Empower Local Marketers
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೦ Marketing Management vs. Customer Engagement
೦ Top Performers have invested in back-office marketing optimization to connect the global enterprise.
೦ Optimize a few marketing channels– Jack of all trades, master of none
Wrap-up
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Ian MichielsChairman of the RAC, Gleanster
Director, Marketsphere [email protected]
Q&A
@InsightFanatic
Contact [email protected]