inspiration for marketing innovation

8/9/2019 Inspiration for Marketing Innovation

1/13

Inspiration formarketing innovation!


2/13

Contnts

MarktingMonda is a markting rm spcial-

ising in innovativ corporat commrcial

stratgis. It dvlops and xcts complt

markting stratgis, as wll as taching

companis how to handl nw Markting 2.0

tchniqs.

Tchnological and social dvlopmnts will

chang th fac of markting ovr th coming

ars. Th nw markting is a dnamic and

fcint marriag of old and nw approachs.

Consmr dmands ar changing with rgard

to brands, prodcts, markting commnication,

distribtion and sals. Trms sch as social

branding, co-cration, cross-mdia and

mlti-channl ar th nw bzzwords.

In ordr to giv companis an insight into th

facts of Markting 2.0, MarktingMonda has

dvlopd Th Nw Markting Ccl. Drawing

on this modl and th rlatd book, as wll as

or knowldg, xprinc and insights, w

introdc companis to th nw markting

conom b mans of a balancd stp-b-stp

plan. W giv or clintsmplos an insight

into and knowldg of nw markting skills,

taching thm how to implmnt this nw

markting approach thmslvs, and w work

with th compan to dvlop th commrcial/

markting stratg. W also handl all aspcts

of th stratgs implmntation/xction. In

addition, MarktingMonda stags rglar

sminars and workshops abot nw markting

(Markting 2.0). MarktingMonda works for a

varit of top-500 ntrpriss from varios

sctors.

Inspiration for marketing innovation!The New Marketing Cycle

Marketing 2.0 turnaround

Marketing 2.0 scan

Objectives 2.0

Target Groups 2.0

Product Development 2.0

Branding 2.0

PR & Buzz Marketing 2.0

Cross-media Communication 2.0

Web Presence 2.0

Multi-channel 2.0

Marketing Intelligence 2.0

Distribution 2.0

Sales 2.0


3/13

Objectives 2.0Objctivs ar th bdrock of ambition.Do o

formlat spcic targts for brand val,

rtntion or p-/cross- and dp-slling? Or

for ach commnication instrmnt, comm-

nication ow (cross-mdia), prodct or

prodct grop? For onlin visits, click stram

and nqir activit, mobil rspons or viral

ffct? Proprl dnd objctivs allow for

propr monitoring and sbstantiall improv

markting rslts.

Target Groups 2.0Hav o idntid which targt grops might

b rlvant to o? Do o hav th rightcstomr insights to prhaps nabl o to

addrss nw targt grops or srv xisting

grops mch mor ffctivl? Todas

cstomrs and prospcts ar mor rcptiv

than vr to an intllignt targt grop ap-

proach.

Product Development 2.0

Sccssfl prodcts and srvics ar thos

which satisf a clar nd. Do o s th

right cstomr insights to dvlop distinctiv

targt grop prodcts? Do o s a co-cra-

tion approach to involv or cstomrs in

th dvlopmnt of prodcts and srvics

which th will on da prchas from o?

Ar o brav nogh to rlinqish a dgr

of control, in xchang for distinctiv pro-

dcts, srvics and propositions?

Branding 2.0Th consmr is mor articlat and ckl,

and lss loal. Is or brand distinctiv, dos

it instil condnc, is it highl ratd and th

brand of choic? Is or brand rad for th

nw consmr,who dmands approachabilit,

transparnc, mlti-channlling, cross-mdia

and dialog with or brand bfor doing

bsinss with o?

PR & Buzzmarketing 2.0Th articlat consmr is agr and qick to

xprss his opinions, complaints, xprincs

and complimnts to th compan sing vari-

os mdia: wblogs, virals, forms and othr

(oftn social) mdia. In no tim, a small bzz

can hav major implications. Do o hav this

form of commnication ndr control? Ar

o abl to s PR & Bzz Markting 2.0 as an

instrmnt for managing or brand vals

and markting commnication?

Cross-media Communication 2.0Cross-mdia commnication is a prlss

tool in th sarch for prodcts and srvics.Ar or markting profssionals abl to

crat th right mix of ofin and onlin

markting and dirct th stratg to good

ffct? Do o hav sfcint knowldg

abot th contnt, fnctioning and organisa-

tion of cross-mdia campaigns? At last 60%

of all markting activitis aimd at rtntion

and cross-, p- and dp-slling can b ato-

matd, so that or cstomrs and prospcts

rciv thir own, individal campaign, basd

on bhavioral triggrs. Ar o alrad

familiar with vnt-drivn tchniqs and

awar how asil and qickl rslts can b

improvd?

Webpresence 2.0Cross-mdia campaigns will lad mor and

mor consmrs to or wbsit. Is or

onlin prsnc sfcintl prsonal,fnctional and proactiv? Ar o abl to

convrt visitors onlin, b mans of mini sits,

wblog concpts and applications? And ar

o also abl to st p prols in or

databas of visitors who lav or sit

withot prforming a transaction, so that o

can procss thm latr? Has or sit

offring bn prsonalisd? Hav o consid-

rd sing wb 2.0 applications as part of

or onlin prsntation?

Multichannel 2.0Th consmr ss varios channls dring

th diffrnt phass of th sal procss (In-

trnt, tlphon, print and prsonal). Is th

strctr and otpt of ths channls tai-

lord to or cstomrsnds? Do o hav

a halth ratio of incom to xpnditr for

th varios channls? Hav o considrd

channl innovation, to ct costs and boost

rvns?

Marketing Intelligence 2.0Th consmr ss varios channls dring

th diffrnt phass of th sal procss

(Intrnt, tlphon,p rint and prsonal). Is thstrctr and otpt of ths channls

tailord to or cstomrs nds? Do o

hav a halth ratio of incom to xpnditr

for th varios channls? Hav o considrd

channl innovation, to ct costs and boost

rvns?

Distributie 2.0Good knowldg of comptitors, cstomr

nds, cstomr val, lif-tim ccl,

prospcts and dtaild markting rslts is

crcial. Do o s this knowldg to dvis

analss and scnarios which dlivr a bttr

rslt for o, in trms of nw, high-potntial

targt grops, lowr slling costs, highr

convrsion and/or mor fcint markting

commnication and so on?

Sales 2.0Almost 75% of consmrs sa that th lik

to dal with companis who offr slf-srvic.

Th want to condct thir own (onlin)

bsinss and procss transactions ndis-

trbd. Hav o tailord or slf-srvic

lvl to th wishs of or targt grop? What

forms of slf-srvic nhanc a commrcial

stratg?

Th Nw Markting Ccl

Tcc pmtw c t fc f

mkt t cm. Mkt 1.0

mk w f mkt2.0, t mpct

f cmmc tt.

CusToMerFoCus as a

PrioriTy

TeChnologyis Changing

Media

disTribuTionas a Keydriver

LIFe-TIMe

CyCLe

NeW HIGH-

POTeNTIALCuSTOMeRS

CuSTOMeR

VALue


4/13

How is or bsinss going to mak mor prot,

achiv highr sals and sbstantiall incras

markt shar? Th procss involvs man stags.

Cstomr val has to b raisd, th cstomr lif

ccl lngthnd and nw cstomrs won. In othr

words: cstomrs and prospcts mst b cntral to

vrthing o do. yo mst constantl pt orslf

in or cstomrs shos, and ndrstand thir

nds and wishs.

01

yo hav to larn to think in trms of targt grops

and rglarl chck or offring a gainst what th

want (whats in it for m). Morovr, it is ssntial

to b critical abot th nd rslt. Todas cstom-

rs, b th individals or bsinss consmrs, ar

smartr, mor articlat, mor xacting, mor pric-

conscios, mor cross-mdia-savv, mlti-channl

and far lss loal than in th past. Th ar lss

radil satisd, hav lss patinc and allow fw

opportnitis to rctif mistaks. This lavs bsi-

nsss with littl choic: th mst discard thir

xisting markting and sals approach and prim

thir stratg for th nw markting conom.

Are you ready for the new marketing economy?

What do o nd? First of all, clar objctivs and

targt grops. yo nd to know what o want to

achiv, and with whom. Its not nogh for or

prodcts and prodct propositions to b good: it isvital to involv or cstomrs and prospcts in th

dcision-making procss. Thn thrs th qs-

tion of how to handl or brand. yor brand nds

rlvant, distinct and rliabl positioning in ordr to

stand had and sholdrs abov or comptitors

brands. Ndlss to sa, o mst commnicat

throgh th markting instrmnts that ar most

poplar among or cstomrs and prospcts

- not jst via dirct mail, tlvision or radio, bt

also via wblogs, MSN mssngr, sarch ngins,

gams, -mail and th mobil phon. yo mst also

monitor th blogosphr and continall track

positiv and ngativ information (bzz) abot

or brand and or prodcts or srvics. Ths

kinds of social mdia also nabl o to chang

tack whn ncssar.

Are you already communicating directly and

personally with your customers?

Idall, ach of or cstomrs or prospcts shold

rciv th right offr, at th right tim via thir

prfrrd mdia tps. evnt-drivn markting na-

bls o to snd individall-dsignd campaigns

to ach cstomr. And what cold b bttr than

or cstomrs thmslvs kping important indi-

vidal information p-to-dat in a xibl databas,

making it as for o to accss valabl prols.

Which channls do or cstomrs and prospcts

s to gt in toch with o. yo s tlvision and

onlin markting to rcrit nw cstomrs. yo

inspir thm via th Intrnt. Th prchas is thnmad in th stor, and o provid a srvic via th

tlphon. Th art lis in qipping ach channl

for th right fnction, to avoid an cstomr disap-

pointmnt.

How do you get your products/services to your

customers?

It is also crcial to tak a critical look at or dis-

tribtion stratg. Whr dos or cstomr ma k

prchass? Not from o, prhaps, bt som-

whr h fls comfortabl, i.. ovr th Intrnt,

or throgh prchasing consortims, clbs or othr

spplirs of or prodct. yo nd markting

intllignc to nsr that o hav as mch in-

formation as possibl abot comptitors, markt

dvlopmnts, cstomr nds and markting

and sals rslts. yo thn s this information to

dvlop or forcasting capacit. yo ar thn

abl to dcid wisl, and mak adjstmnts whn

ncssar. yor markting and sals organisation

mst b lan & man, with cstom atomation and

popl with th right knowldg, as wll as dirct

string focsd on contnt, cstomrs and r-

slts.

Step into the new marketing economy

Tchnological and social dvlopmnts hav

broght markting to th csp of major chang.

Ar nw trms sch as social branding, wblogs,

co-cration, cross-mdia and mlti-channl

alrad part of or vocablar? And hav o no-ticd that consmr xpctations of or brand,

prodct, markting commnication, distribtion

and sals ar changing? Th nw markting is a

dnamic and fcint marriag of old and nw

approachs. Gidd b a concis, stp-b-stp

plan, MarktingMonda will lad o into th world

of th nw markting conom. Or mthod is

simpl and as to follow. Whats mor, w trad

th path alongsid popl from or organisation,

as it is th who will soon b working with th nw

approach. W offr knowldg, rsorcs, sstms,

dilignc, assranc and continit.

Making more prot, increasing sales, expanding market share

Increasing customer value, lengthening customer life cycle,

attracting customers

Focusing squarely on customer needs

Consumer is smarter and more critical, less readily satised,

less loyal

Media behaviour: cross-media and multi-channel

Detailed objectives = good results

Basing products and product propositions on co-creation and

customer insights

Brand experience is more important than ever

Story-telling, social media, viral marketing as a stimulus for

brand experience

Effectively combining new and old media

Detailed proles in the database

Event-driven marketing

New distribution channels, new target groups, lower selling prices

Structuring channels to the sale process (information, transaction,

service, cross-/up-selling)

A lean & mean commercial organisation

2.0 trnarond


5/13

Basis for overhauling your

commercial strategy

Insight into success factors ofyour brand, organisation,products and services

Clarity about internal andexternal activities for rapidimprovement

Overview of the steps involvedin optimising your commercialstrategy

Information about workingmethod, approach and tools forsuccessful long-term strategy

Scenario development for newmarketing approach

Hav o formlatd th right objctivs,

in sfcint dtail? Hav o idntid th

right targt grops? Ar or cstomrs and

prospcts alrad involvd in th procss of

dvloping or prodcts and propositions?

Do o know which cstomrs or cstomr

grops constitt th bst invstmnt? Hav

o ascrtaind th markt opportnitis

and traits of or targt grops? Is th brand

positioning commnsrat with or crrntand ftr targt grops? Is or branding

contmporar? Do o hav an ffctiv ap-

proach to obtaining mor sals from or

xisting cstomrs (cross- and p-slling)?

Do o prvnt cstomrs jmping ship? Ar

o sing th right markting commnication

instrmnts? Do o monitor th rslts of all

cstomrs? Do o combin ofin and onlin

instrmnts, and manag ths in a sophisti-

catd wa? Is or onlin or mobilstratg

ftr-proof? Do o s channls appropri-

at to th varios facts of th slling procss?

Do o know which channls or ntworks cold

improv or sals vn frthr? Do o hav

an ida of how to brak opn nw national and

intrnational channls and improv xisting

channls? Is th cross-mdia information from

or cstomrs and prospcts rcordd in x-

ibl databass? Can o individall approach

or cstomrs and prospcts? Do o hav a

dail insight into opinions abot or compa-

nis? What plac dos innovation hav in orcommrcial stratg? Do o hav a rst-rat

commrcial (markting & sals) tam? Do

o hav markting 2.0 knowldg in-hos?

Is or sals strctr working as it shold, or

cold it b organisd diffrntl?

W wold wlcom th opportnit to discss

all of ths isss with o. W will thn ills-

trat th stps o nd to tak in ordr to b

sccssfl in th nw markting conom, and

gt to work on or markting 2.0 pdat.

Markting 2.0 scan Objctivs 2.0

Concrete objectives = betterperformances

The greater the detail, the betterthe results

Involve employees in theobjective-setting process

Support and incentives areinternal success factors

Innovation is the basis forlong-term results

evr nd has a bginning. Togthr, w dcid

what o want to achiv ovr th coming

ars. Achiving sccss rqirs focs and

goals. Companis with clar and dtaild

objctivs prform bttr than othr compa-

nis, bcas th str b targts. yo can

bas or goals on: sals, prot, brand val,

nmbr of nw cstomrs and prospcts,

rtrn from th databas, rtrn from markt-

ing activitis, cross- and p-slling, rtntion,

cstomr satisfaction, brand rcognition, th

nmbr of innovations or growth in distribtion

trnovr. In concrt trms: o dcid on

25% fwr ship jmprsand a 100% incras

in sals. In vn mor concrt trms: or

objctivs ar 30% mor sals from xisting

cstomrs and 5% nw cstomrs ach month,

with a minimm annal trnovr of 200,000.

Altrnativl, o ma dcid that, ach ar,

thr mst b 10 markting commnication

tsts, at last 5 prodct innovations and 2

sccssfl introdctions. In this phas, it is

ssntial to involv or mplos in th

objctiv-stting procss. As th objctivs st

can onl b achivd with sfcint spport

and involvmnt, th nxt stp in markting

2.0 cannot b takn ntil th objctivs hav

bn formlatd and ar spportd b or

mplos


6/13

Be critical in your choice of

target groups, as this deliversbetter results

Choose target groups on thebasis of prot potential

Focus on direct and indirecttarget groups

Invest in good research andcreativity; this producessurprising choice scenarios

Good prodcts sll thmslvs. Bt what con-

stitts a good prodct? A good prodct is

basd ntirl on th nds of or cstomrs,

and tailord as spcicall as possibl to thos

nds. Ths cstomr insightsar th k to

dvloping and optimising prodcts and

srvics. yor cstomr has signicant inpt as

rgards th contnt of th prodcts h latr

prchass from o. This procss is known as

co-cration. using varios trid-and-tstd

tchniqs, w involv grops of cstomrs

and prospcts in optimising or crrnt

prodcts and dvloping nw prodcts and

srvics. Th nw Fiat 500, for xampl,

ndrwnt a procss whrb, for 500 das,

500 mchanics n-tndth dsign onlin.

Toda, th practic of involving cstomrs and

prospcts in th dvlopmnt of prodcts andfcint srvics is widsprad among compa-

nis of all sizs in man diffrnt sctors. As a

rslt, ths prodcts ar prfctl attnd to

th nds of thos cstomrs. Natrall, w

also look at or fll rang and th prodct

proposition. Th prodct proposition is th fll

offring rcivd b or cstomr. usall,

this is a combination of prodct, spplmntar

srvics, garants and othr xtras.

Dring this phas, w also cast an ovr or

comptitors. To gain a lasting commrcial

advantag, it is important that or prodct

proposition is distinctiv and bttr than or

comptitors. Togthr, w srv th cstomr

insights, comptitors offrings, and markt

trnds. W thn plot a continos prodct and

proposition stratg, gard towards dvlop-

mnt, optimisation and innovation, so that ocan b sr that th prodcts and srvics o

ar markting mt with th approval of or

cstomrs and prospcts.

Customers are central to the

development and re-developmentof products and services

The greater the customers inputinto a product, the more readilyhe will make a purchase

Use co-creation; focus squarelyon the customers needs andbecome more successful

Good products and propositionstranslate into more customers,fewer ship jumpers and greatercustomer value

Targt Grops 2.0 Prodct Dvlopmnt 2.0

yo know or markt and or cstomrs.

Basd on this, togthr w dcid th targt

grops with which o intnd to achiv or

objctivs. To do this, o nd an insight into

th protabilit of crrnt cstomr grops

and th potntial of nw targt grops. Armd

with that knowldg, o st prioritis. enrg,

tim and mon ar in short sppl, so o

nd to dcid th grops to whom o want to

appal. Ths ar, of cors, th dirct and

indirct targt grops who ar xpctd to

dlivr th bst rtrns. Dring this phas,

MarktingMonda condcts a critical rviw of

th sitation with o. W condct additional

rsarch and std targt grops o ma not

hav considrd. W also involv th popl at

or organisation in this procss, tapping thir

xisting knowldg and nriching it with or

insights. Th rslt is a fact-basd, forward-

looking targt grop stratg with nw, oftn

srprising choic scnarios.


7/13


8/13


9/13

Consmrs sldom rl on a singl channl

dring th sals procss. Th obtain informa-

tion from th Intrnt and advic from a stor

and mak a prchas dcision onlin, having

chckd ot a fw comparison sits and

comptitors. Th prodct is thn spplid b

post and th cstomr rcivs frthr instrc-

tions on mattrs sch as installation b tl-

phon or -mail. Th onlin stor is thn sd

to b accssoris. Cstomrs of a mail ordr

compan std th catalog and look for a

window displa on th wbsit. Th plac an

ordr sing an ordr copon or onlin form or

b tlphon. Rtrns ar snt b post, and

complaints mad b tlphon. evn a

middl-of-th-road carpt brand has to

contnd with channl innovation. Dirct cs-

tomrs ordr ovr th tlphon or wbsit.

Aftr an onlin campaign, intrstd consm-rs ar incntivisd on th carpt brands

wbsit and throgh a postcod application

forwardd to th stor, whr th nal sal is

mad. An prodct complaints ar thn mad

dirctl to th carpt brand, b tlphon, and

ar prsonall procssd b a srvic dpart-

mnt. Ths xampls giv an imprssion of

th nmbr of channls simltanosl

involvd dring th sals procss. yor bsi-

nss attracts cstomrs, informs and adviss

thm, sccssfll complts a transaction

and offrs spport, and o thn bild on th

rlationship. To avoid an cstomr disappoint-

mnt, it is important that ach channls otpt

livs p to th cstomrs xpctations. It is

thrfor ssntial to involv th cstomr in

th cration of th channl stratg. Stp b

stp, o rn throgh th varios channls with

th cstomr, ascrtaining th k nds in th

varios phass of th slling procss for ach

channl (printd mdia, tlphon, Intrnt,

prsonal). What dos th cstomr want? In-

formation, transaction and spport? Ar thr

opportnitis for cross- and p-slling? Th

MarktingMonda channl/phas analsis

prodcs a clar rcommndation for or nw

mlti-channl stratg. W std th cstom-

rs wishs, bt also wight p th costs

involvd in th nw approach. For xampl: thpaoff for prsonal contact is highr rvns;

if a voic-rspons sstm is sd for ordring,

th incom ma b lowr. Natrall, w will

discss and dsign th varios channls in

consltation with o, nabling o to bnt

from th wid xprinc and xtnsiv

knowldg of MarktingMondas spcialists.

Consumers use a number of

channels during the salesprocess

Design each phase of the salesprocess correctly

Avoid any customerdisappointment

Involve the customer in thedesign of the various channels

Choose the most efcientchannel combination based onmarketing intelligence insights

InspirationCommnication channl

Stor

Tlphon

Mail

Fax

Intrnt

Orintation Prchas Aftr sals

Mltichannl 2.0


10/13

priz qstions, fr downloads, dmos and

calclations, o ncorag ths ship jmprs

to nrich or databas, and thn s vnt-

drivn markting campaigns to prsad this

intrsting grop to bcom cstomrs.

Wbsits tak varios forms and dimnsions:

mini sits, wblogs, vidoblogs and corporat

sits. Dpnding on or objctivs, w dcid

togthr what tp or combination of wbsits

is rqird. Thrs mch mor to dsigning a

wbsit than jst txts and imags. Th

distinctions btwn tlvision and Intrnt ar

bginning to blr. Incrasingl, th Intrnt

xprinc is an intractiv on, with moving

imags, sond and intraction. Ths lmnts

mst b part and parcl of or nw onlin

prsnc. yor nw onlin xprinc will b

mor dirct, prsonal and sgmntd. Its xact

form mst b tailord to fnction, targt grop

and prodct - which calls for a diffrnt approach,

nw tchniqs and crativit.

MarktingMonda will handl th dvlopmnt,

maintnanc and growth of or onlin prsnc.

Togthr, w will xplor th opportnitis, which

w thn st down in a long-rang growth plan so

that o can b sr that o ar making th

absolt most of or onlin stratg.

yor wb prsnc is mor important than

vr. Th nmbr of commrcial and prsonalwb srs contins to grow. Th wa th

Intrnt is sd is changing gratl. Intrnt

srs ar practical. Th sarch long and

hard for prodcts, srvics and fnctionalit,

and ar vr spcic in thir sarch critria.

What o prsnt onlin, and how o do

that, is crcial to or commrcial stratg.

yor wbsit is th plac whr o win ovr

visitors, whr thir prchas intntions

aris and whr transactions tak plac. As

prsonal slling is impossibl onlin, othr

mthods ar ndd to motivat prospcts

and cstomrs at k momnts. yo can also

ncorag thm onlin to mak an nqir,

viw a dmo, mak a prchas, lav

important dtails and so on. Th art lis in

imitating th actal powr of prsonal slling,offring th visitor adqat and sbstantiv

argmnts, tools and contnt so that th

thn mak a prchas. Th bttr o do

this, th mor protabl or commrcial

onlin stratg will b.

Natrall, MarktingMonda looks rst at

or objctivs. W also anals th insights

of varios targt grops and, on that basis,

dcid what inpt is ncssar to ntic

cstomrs and prospcts to bnd to or

will. And that crtainl nd not b connd

to slling. In man cass, information and

inspiration rslt in a sal throgh th stor,showroom or accont managr. In othr

instancs, th brand xprinc is th

objctiv, and th intntion is for th visitor

to fl and xprinc th brand. In this

cas, imag and sond mst b sd to

prsasivl conv clar brand vals.

Altrnativl, srvic might b th ovrriding

objctiv, in which cas o will want to

ncorag visitors to ithr plac an ordr,

assmbl or inform. eqall, or objctivs

might b a combination of th abov. yor

aims ar srvd vn bttr if o forg a link

btwn th cstomrs mobil phon and

th contnt of th wbsit, as mobil phons

giv srs dirct accss to contnt and

applications.

Branding, transactions and srvic ar not

th onl considrations for or onlin

prsnc: anothr k objctiv is to obtain

information on prospcts. On avrag, 3% of

onlin visitors prform a transaction. Th

othr 97% lav th wbsit withot taking

an action. It is thrfor ssntial to dvlop

an ffctiv approach to gtting this targt

grop into or databas. Aftr all, th visitor

was on th wbsit bcas h or sh was

intrstd in or compan, prodct or

srvic. Throgh nwslttrs, alrts, gams,

Wbsits

can hav

variosdimnsions

Ensure that your online

presence is more practical,interactive and focused

Personalise your onlinepresentation; the morepersonal, the less removedyou are

Gear your online presentationto your objectives (branding,transaction or inspiration)

Choose to inuence thecustomers with the right toolsat the right time

Use your customers mobile

phones as an extension ofyour online presentation

Develop an approach whichidenties visitors to yourwebsite before they leave

Choose the site that suits you:min site or weblog, corporatesite or videoblog

Wbprsnc 2.0


11/13

Markting intllignc is th hart and sol of

or bsinss. If or markting intllignc is

p to scratch, o can s it to gain th ppr

hand ovr or comptitors. Th main com-

mrcial ratios and forcasting modls o s

to str or bsinss ar all frnishd b

markting intllignc, nsring that o hav

accss to ssntial string information. yo

want to ntic xisting cstomrs to b mor,

and prvnt cstomrs from choosing othr

brands, bcas o ar awar that gnrating

sals from xisting cstomrs is six tims

chapr than attracting nw cstomrs. Bt,

natrall, o also want to rcrit nw cstom-

rs. To do this, o nd knowldg abot or

cstomrs crrnt and ftr prchasing

bhavior, as wll as an insight into th dvl-

opmnt of th cstomr val of or

cstomr grops (cstomr intllignc). Btwho ar th most promising prospcts and cs-

tomrs? And how o do gain th bst advanc

imprssion of th possibl rslts of cross-m-

dia markting campaigns and markting

channls? This markting intllignc informa-

tion is absoltl indispnsabl. It nabls o

to mak fcint s of or markting bdgt

and othr forms of spport. Markting is also

abot individalising, so a good cstomr

and prospct databas ndrpins all of or

activitis. This databas provids o with

wid-ranging and in-dpth information abot

or cstomrs and prospcts, particlarl if it

is constantl nrichd, both ofin and onlin,

with individal prchas, nqir, srv and

xtrnal data. Intllignt 2.0 tchniqs can b

sd to involv or cstomrs and prospcts

in this procss, ncoraging thm to rcord

thir prfrncs in prols (cstomr-gnr-

atd proling) and thrb sppl o with a

trasr trov of information. Wblog mdia

(th blogosphr) rapidl dissminat bzz

abot brands, organisations, prodcts and

srvics. yo can s spcial tools to rtriv

ths mssags and thn s that information

to intrvn with old and nwcommnica-

tion if ncssar. Markting intllignc also

involvs tracking important trnds, rglarl

chcking th markt and th comptitors

(markting intllignc) and analsing thrslts of sals fforts (sals intllignc). To-

gthr with o, MarktingMonda dcids

which form of markting intllignc is appro-

priat to o. W also srv th information

alrad availabl, bfor dvising a stp-b-

stp plan for obtaining, within a short

timfram, sfl information, cognt

forcasts, nrichd prols and statistical

insights.

Distribtion 2.0

Steer growth and gain an insight

into your marketing and salesresults

Monitor goals and developsolutions, analyses and scenarios

Greater insight into returns fromcustomer and prospect groups,media, communication anddistribution channels

Check the blogosphere for buzzabout your brand and product

Develop tools which encouragecustomers and prospects toenrich your databases on their

own initiative(customer-generated proling)

Markting Intllignc 2.0

Customers no longer buy from

their usual supplier

Choose good distributionpartners, who are equal to thechallenge of handling largevolumes, new target groups andlower selling costs

Dont leave it too late: distribution

partners will be able to pick and

choose over the coming years

Develop a smart distributionstrategy for retailers, agentsand dealers

Thr ar varios was of gtting th prodct to

th cstomr.Som brands do this throgh thir

dalr ntwork, othr companis dlivr via th

Intrnt,an d t othrs throgh phsical,brand d

stors. Th mrgnc of th Intrnt and nw

insights abot distribtion innc th commr-

cial rslts of companis.Cstomrs no longr b

prodcts from thir sal spplir.Th might, for

instanc,b thir halth ins ranc from a football

clb,which has mad a grop arrangmnt with an

insrr. Th b thir DeLL comptr from an

Albrt Hijn sprmarkt. Th tak ot a loan

throgh th Kridvat stor, whil companis

arrang discontd lgal assistanc insranc

throgh th ntrprnrs association MKB

Ndrland. W ar also witnssing shifts within

distribtion in th bsinss-to-bsinss markts.

Companis mst thrfor pa srios attntion to

partnring within th varios targt gropsgmnts. Th partnr markt is xpctd to b

parclld ot ovr th coming ars. As partnr-

ships ar gard towards long-trm coopration,it

is vr important to formlat a good distribtion

stratg.yor organisation mst also b dsignd

accordingl.

Good distribtion partnrs can handl larg

volms,nw targt grops and lowr slling costs.

Working with o, MarktingMonda slcts th

right partnrs and dvlops th distribtion

propositions ncssar to achiv rapid growth on

nw markts. Althogh thr will b strong growth

in distribtion via th Intrnt and throgh distrib-

tion partnrs, othr otlts,sch as rtail stors,

will still b sd for distribtion. Companis who

work with rtailrs, agnts and dalrs ar facd

with a togh challng,a s ths rsllrs can pick

and choos from mltipl spplirs and prodcts.

Th biggst challng is winning and rtaining thir

loalt,in ordr to gt or prodcts to th top of

thir list of prioritis.If th ar favorabl disposd

towards th total dalr proposition,sals throgh-

ot th ntwork ma grow strongl. Thr ar a

nmbr of thrads to a good dalr stratg: a

good rang,good margins, training and srvic,

smart markting commnication tools, pll

markting and possibl prospct/lad pamnts.

Bcas tim, mon and rsorcs ar oftn

scarc, and rtrn is th ovrriding objctiv, th

propr sgmntation and managmnt of th

dalr channl is crcial. yo can cont onMarktingMonda to assist with this task too.Or

dalr matrix givs o an insight into all th impor-

tant string factors.Drawing on this matrix and

othr information, w hlp o to slct and

dvlop or dalr channl.


12/13

Nw markting tchniqs ar changing th

vr ssnc of th sals fnction. In th past,

sals managrs thmslvs had to look for

lads in th bsinss-to-bsinss markt,

whras nowadas prchasrs and othr

prospcts ar abl to nd thir own wa to

companis. Targtd onlin campaigns on

sarch ngins and in othr (onlin) mdia

frrt ot dmand and prchas intntions.

Pblishd onlin corporat contnt, onlin

compan gids and prospct tools crat a

stram of frsh, potntial nw cstomrs. Ths,

slowl bt srl, lad gnration is casing to

b a vndor-ld task, laving vndors fr to

concntrat on actal convrsion sals and

bilding pon th rlationship (cross-, p- and

dp-slling). In this climat, th tim is rip for

intllignt slling and hding th cstomr.

Ths tasks plac diffrnt dmands on salsstaff. MarktingMonda prsnts o with th

right link btwn markting and sals, and

nsrs that or sals stratg is ftr-

proof.

Sals to consmrs ar also changing. D to

th tchnical possibilitis and th growing

consmr trnd towards DIy shopping,

slf-srvic is xprincing a boom. Som

of th most familiar forms of slf-srvic ar

tlbanking, onlin ordring at mail ordr

companis and booking ight tickts indpnd-

ntl onlin. Rcnt rsarch has shown that

ovr 75% of consmrs prfr to dal with

companis who offr slf-srvic via th Intr-

nt, mobil tlphons, PDAs or slf-srvic

kiosks. Companis ar thrfor wll-advisd

to considr dvloping slf-srvic concpts.

Both commrcial and individal consmrs ar

incrasingl kn on slf-srvic options, and

th giv thm th sns of bing in control.

Frthrmor, procssing is fastr and asir.

Slf-srvic has innmrabl bnts for

companis: procssing is chapr and it

sbstantiall improvs srvic lvl. Bing an

important factor in cstomr loalt, good

srvic acts as a positiv stimls to cstomr

val. It has th dal bnts of lowr costs and

mor incom from satisd cstomrs. With allthis in mind, slf-srvic shold fatr promi-

nntl in an commrcial stratg.

MarktingMonda analss th opportnitis

for slf-srvic concpts within or commr-

cial stratg. W advis and assist o with th

dvlopmnt and implmntation of ths

concpts.

Overhaul your sales function

with the aid of new marketingtechniques

Use marketing to generate leadsand sales

Ensure a seamless t betweenmarketing & sales

Offer self-service; 75% ofconsumers are keen to dealwith companies who offerself-service

Ensure that consumers sharethe helm

Self-service yields higherprots, because of lower costsand higher customer value(greater loyalty)

Sals 2.0

This docmnt is prsntd b MarktingMonda.Information ot of this docmnt ma not b sd withot xplicit athorisation


13/13

Kingsfordweg 151 1043 GR Amsterdam, The Netherlands T 0031(0)20 4919151

F 0031(0)84 7163822 E [email protected] www.marketingmonday.nl

inspiration for marketing innovation

Documents