how to grow your business by optimising your marketing mix

John Sinke

Regional Marketing Manager, Asia

@johnsinke

How to grow your

business by optimising

your marketing mix

©2010 CMC Markets

Today I would like to talk about…

Engaging with your customers when

you’re an online business…

Why e-CRM should be part of your

marketing mix…

….and what tools you can you use to

optimise your marketing mix…

Relaunching an online trading company

using a non-traditional marketing mix…

©2010 CMC Markets


Engaging with your customers when

you’re an online business…

©2010 CMC Markets

Few banks manage to really engage

with their customers…

“Customer Satisfaction with banks is the lowest in years”

(Peppers & Rogers Group)

Global Financial Crisis

Increase in mergers

and acquisitions

High fees

Poor customer

experience

©2010 CMC Markets

Several mature markets see double-digit drops

in business trust…

Edelman: several mature markets see

double-digit drops in business trust…

©2010 CMC Markets

Few banks manage to engage online…

Collaboration and accountability have

helped ING Netherlands deliver an

exceptional customer experience that is

a true differentiator.

http://www.peppersandrogersgroup.com/view.aspx?DocID=32724

©2010 CMC Markets


Germany-based Commerzbank has

leveraged an extensive customer listening

programme…

…that helped it retain 100 percent of its

customer base throughout a two-year

acquisition.




©2010 CMC Markets


With almost 90 million customers, Banco

Santander has implemented customer

experience enhancements…

…that have improved retention rates and

increased wallet share.



©2010 CMC Markets

With Frank by OCBC, the Singapore

based bank tries to target youth with a

more emotionally engaging marketing

approach.

©2010 CMC Markets

But what if you’re an online player?

©2010 CMC Markets

Online and telephone banking service

First Direct has developed a real-time

feedback site called Live..

…for customers to relate the good, the

bad, and even the very ugly….

.

©2010 CMC Markets

When Customer Services is all you have…

“Too many banks hide behind account

terms and conditions”

“You don’t need a points programme;

you just need to answer the phone”

“We prefer customers who fit the

bank’s approach”

“Authenticity is delivering the customer

experience promised”

“Customer experience is not what we

think it is” “It’s what the customer thinks it is”

Arkadi Kuhlmann,

CEO and Founder

ING Direct (USA)

©2010 CMC Markets

No one said it was easy…

:

©2010 CMC Markets


Why e-CRM should be part of your

marketing mix…

…and what tools you can use to

optimise your marketing mix…

©2010 CMC Markets

• Global Financial

Crisis

• Extremely

competitive

market

• Average Trading

Platform

• Margin and

leverage changes

in Jan 2011

• Triple Disaster in

Mar 2011

+

From acquisition to retention in Japan…

©2010 CMC Markets

The difference between success and failure?

• Cut the Marketing

Budget by 80%

• Shift focus from

Acquisition to

Retention and Re-

Activation

• Outbound Calls

and eDMs

• Volatility in markets

• Spread cuts

©2010 CMC Markets

hjhj • Email Marketing is not just about newsletters

• Combination of Web Analytics and Email Marketing

• Analyse existing processes

• Pinpoint most effective touch points in customer journey

• Individually specific emails to encourage conversion

• Emails in response to saved quotes and basked

abandonment

• Improve Conversion, Customer Service & Relationship

• ROI of 750%!

©2010 CMC Markets

1. Email can help you achieve your business goals

2. Brand awareness and credibility

3. Keeping customers in the loop = happier customers

4. Unhappier competitors

5. It’s more cost-effective anyway

6. Customer intelligence

7. Improved overall online marketing

8. It benefits your website

9. Engage with consumers on their terms

©2010 CMC Markets

Marketing mix: which channels give me the best ROI?

Online Applications (Google Analytics)

Direct

Organic Search

CMC Markets

Paid Search

Referral

e-CRM

Affiliates

©2010 CMC Markets

Optimising your marketing mix using attribution

modelling….

Affiliates Display Email SEO PPC

$0 $0 $0 $0 $200

$60 $20 $20 $20 $80

©2010 CMC Markets

With the help of analytics you can see how all channels are

involved in the path to purchase…

©2010 CMC Markets


Relaunching an online trading

company using a non-traditional

marketing mix…

©2010 CMC Markets

Background

It’s time to radicalise the

individual investor…

The only person you can trust

with your money is you…

Products can’t be trusted

Banks can’t be trusted

Experts can’t be trusted

So we’re giving you the tools

to do the job properly

You want to be able to manage

your money your way

Reduced complexity

Increased accessibility

Greater transparency

Complete flexibility

But it’s not about us…

It’s about you…

So we’re giving you the confidence…

Putting you in control…

Allowing you to call every shot, because…

You’re the expert

©2010 CMC Markets

Launching Next Gen in Singapore….

PR

Search

Social Media

Display

e-CRM

Press

Print

Seminars

Outdoor

©2010 CMC Markets

Today we talked about…

Customer Engagement:

• To grow, companies have to regain trust from their

customers

• Develop, promise and execute a customer-centric

strategy

Customer Databases:

• e-CRM: more Management Attention, Budget and

Resources

• Difference between Business Success or Failure

• Marketing more accountable

CMC Markets Case Study:

• Don’t underestimate the power of non-traditional

channels when launching a new product

• Word Of Mouth…

@ johnsinke

http://sg.linkedin.com/johnsinke

Thank you!