technology for marketers: are you engaging effectively?

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©Ruder Finn 2012 EXPERT REPORT Technology For Marketers: Are you engaging effectively?

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Ruder Finn has been working in partnership with Brand Republic to conduct research among marketers into whether their involvement in technology buying decisions has and will increase, and what their views are on the existing marketing messages that they see emanating from technology providers. The resulting presentation, “Technology for Marketers: Are you Engaging Effectively?”, makes interesting reading for technology companies and marketers alike, particularly those looking to target decision makers in the marketing department.

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Page 1: Technology for Marketers: Are you Engaging Effectively?

©Ruder Finn 2012

EXPERT REPORT

Technology For Marketers: Are you engaging effectively?

Page 2: Technology for Marketers: Are you Engaging Effectively?

©Ruder Finn 2012

Technology in Marketing• Last year Gartner predicted that by 2017 CMOs

would have bigger technology budgets than CIOs. Whether this will be the case or not, the line between marketing and IT is increasingly blurred

• As we increasingly move onto digital channels, so do businesses, and technology that helps them engage with customers more effectively is becoming a priority

• There is clearly a need for technology providers to be able to reach new audiences within marketing departments

• The Ruder Finn and Brand Republic survey explored how well technology companies are marketing to this audience

Page 3: Technology for Marketers: Are you Engaging Effectively?

CMOs used to be able to focus primarily on being creative, but in today’s marketing environment they now need to be proficient in finance as well as being technologically savvy.

” Bob Mulhern, Managing Director, Open Door Solutions

Page 4: Technology for Marketers: Are you Engaging Effectively?

©Ruder Finn 2012

Ruder Finn & Brand Republic Report• The research surveyed 229 marketers

between January and March 2014• The respondents were asked about their

views on involvement in technology buying decisions and the marketing messages of technology companies

• The survey was carried out online through the Brand Republic Insight website

Page 5: Technology for Marketers: Are you Engaging Effectively?

©Ruder Finn 2012

Technology Decisions and the Marketing Department

Page 6: Technology for Marketers: Are you Engaging Effectively?

Previously, the tech requirements of the CMO were minimal, and they were reliant upon their IT teams to source tools. Now, as the technology evolves, their requirements are becoming more complex.

” Rav Atwal, Head of Marketing, IMGROUP

Page 7: Technology for Marketers: Are you Engaging Effectively?

©Ruder Finn 2012

Marketing decision makers

Never

From time to time

Somewhat involved

Involved

Very involved

0% 10% 20% 30% 40%

3%

18%

31%

28%

21%

45%

46%

1% 8%

To a great extentTo some extentTo a limited extentNot at all

To what extent is marketing involved in tech buying decisions?

Is marketing more involved than 12 months ago?

Page 8: Technology for Marketers: Are you Engaging Effectively?

©Ruder Finn 2012

Technology and channels

Other

Database

IT systems

Business Intel-liengence

Finance

CRM

Hardware

Comm

unication/ collaboration

0%10%20%30%40%50%60%70%80%

6%

55%

34% 30%

7%

59%

22%

69%

3%

89%

32%

7%

23%

23% 3%

Phone

Email

Social media

Mobile

Direct mail

Online advertising

Other

What types of tech does your marketing department purchase?

Over which channels do you want to receive communications?

Page 9: Technology for Marketers: Are you Engaging Effectively?

©Ruder Finn 2012

Marketing Effectiveness in Technology

Page 10: Technology for Marketers: Are you Engaging Effectively?

These days it is not uncommon for marketing teams to leapfrog internal IT and go direct to the supplier so they have to understand the business goals, create the strategy and deliver the solution.

” Mike Altendorf, entrepreneur, investor, mentor, author & executive

Page 11: Technology for Marketers: Are you Engaging Effectively?

©Ruder Finn 2012

Current technology marketing

Messaging to too focused ...

They don't seem to unders...

Language is too technical

Good and well-tailored to...

Usually well-personalised

Other

0%

10%

20%

30%

40%

50%

60%52%

30%

46%

16%

6% 6%

Which of these statements reflect your exper-ience of dealing with tech companies

Page 12: Technology for Marketers: Are you Engaging Effectively?

©Ruder Finn 2012

Tips for improvementAvoid confusion• Provide clearer, simpler definitions with no jargon

• Use demonstrations, imagery and/or video content more

Understand the marketer• Focus on the experience and business benefit, rather than on the technology itself

• Give real case studies with details of return on investment

Page 13: Technology for Marketers: Are you Engaging Effectively?

Technology companies must realise that no matter how technical their product, they are still selling to people who make decisions on relationships – marketing in this arena is now much more than awareness and sales

” Trenton Moss, CEO, Founder & Commercial Director, Webcredible

Page 14: Technology for Marketers: Are you Engaging Effectively?

©Ruder Finn 2012

About Ruder FinnRuder Finn is a leading independent communications agency with more than 65 years’ experience. With offices in New York, San Francisco, Washington DC, Boston, London, Paris, Basel, Beijing, Hong Kong, Shanghai, Singapore and Guangzhou, the agency employs over 400 of the leading public relations professionals in the world.

The London office serves as the European Headquarters, employing 40 consultants across 4 divisions: Corporate & Technology, Healthcare, Public Affairs and Digital.

ContactJon White, Associate Director - Technology, Ruder Finn

E: [email protected]

T: 020 7438 3050