the rise of the marketing technologist
TRANSCRIPT
TECHNOLOGY MARKETING& MARKETING AUTOMATION
NATHALIE MORRIS
MANAGING DIRECTOR, UBIQUITY
SPECIALISTS IN MARKETING AUTOMATION AND CUSTOMER ENGAGEMENT
ABOUT UBIQUITY
Create highly personalised, multi-channel
data driven marketing programmes that
connect with your customers with the
Ubiquity Engage marketing automation
software.
MARKETING AUTOMATION :
TAKING A GUN TO THE GUNFIGHT
The 2015 Market Measures report recommended that Kiwi firms increase the
pace and intensity of their marketing activity, and find ways to make the
process more automated, efficient and cost-effective.
Market Measures report 2015
MARKETING AUTOMATION
eConsultancy survey of 400 Australian and Kiwi marketers in 2015
DEFINE MARKETING AUTOMATION
What we mean by it
What do you think it is?
Is it just sending birthday emails? Happy
anniversaryMarketing Automation is the use of software to automate and streamline digital marketing efforts.
SO WHAT IS MARKETING AUTOMATION ?
Less time running your campaigns = more time doing other things
Once established, marketing automation programmes continue to deliver ROI with little overhead
BENEFITS OF MARKETING AUTOMATION
Improved effectiveness through delivering the right
content to the customer at a time that’s relevant to them
75% of companies using marketing automation see ROI within 12 months, 44% within 6 months…
But marketers rate it as one of the hardest tactics to execute successfully.
THEMES
The rapidly changing marketing environment
Key opportunities for marketing automation:
Lead nurturing
Growth and retention
The importance of customer experience
CHANGES IN TECHNOLOGY
DRIVE CHANGES IN CONSUMER BEHAVIOUR
WHICH DRIVE CHANGES IN MARKETING
THE RISE OF MOBILE
EMAILS READ ON SMARTPHONES & TABLETS IN NZ
41%
26%
Ubiquity statistics on NZ market
BY 2017, CMOS WILL SPEND MORE
ON I.T. THAN CIOS
Gartner report 2012
THE RISE OF THE MARKETING TECHNOLOGIST
eConsultancy survey of 400 Australian and Kiwi marketers in 2015
OPERATING IN AN ENVIRONMENT OF RAPID CHANGE
Key learnings:
The importance of a robust product and services
roadmap process
The importance of strong planning processes
Resources for strategic planning including One Page
Strategic Plan:
Read Scaling Up by Verne Harnish or visit
www.gazelles.com
Increased use of dataIncreased use of channels
One size fits all batch and blast
No targeting or personalisation
Use of data to drive relevance
Targeting and personalisation
Use of automation
On-going optimisation processes
Operationalised data analytics driving programmes of activity
Use of multiple channels with cross-channel integration
THE DATA-DRIVEN MARKETING MATURITY CURVE
MARKETING AUTOMATION :
TAKING A GUN TO THE GUNFIGHT
The 2015 Market Measures report recommended that Kiwi firms arm
themselves with a greater diversity of content (data, resources and tools to
help a customer in their buying process) to power their digital marketing, and
broaden the range of channels used to attract prospective customers to it.
WIN | GROW | RETAIN
AUTOMATED LEAD NURTURE
Repurpose content into
multiple formats
Promote content through
all channels
RETENTION & GROWTH
A MISSED OPPORTUNITY FOR MARKETING AUTOMATION?
Automation has the potential to efficiently support retention and growth,
freeing up time for prospect marketing.
CUSTOMER EXPERIENCE
NET PROMOTER SCORE
THE IMPORTANCE OF A CONSISTENT CUSTOMER
EXPERIENCE
UBIQUITY VALUES
FULFILLING THE BRAND PROMISE
MAKING THE COMPLEX EASY
EXCELLENCE
THEMES
The rapidly changing marketing environment
Key opportunities for marketing automation:
Lead nurturing
Growth and retention
The importance of customer experience
CONTACT ME
NATHALIE MORRIS, MANAGING DIRECTOR, UBIQUITY
Email: [email protected]
Twitter: @UbiquityNZ
LinkedIn: nz.linkedin.com/in/nathaliemorris
Phone: 021 224 5333
Web: www.ubiquity.co.nz