transformational global marketing
TRANSCRIPT
MARKETING FOR CHANGE, GROWTH, & EXPANSION
Copyright 2014 Whidden Flores
Largest Global Market
Analyze and understand what is and
isn’t working real-time!
WHY DIGITAL?
Superior Targeting/
Precise ROI
metrics
Made for lean
business processes
Less Expensive
More likely to
succeed in strategy
Minimize losses from failed
campaigns
Copyright 2014 Whidden Flores
• Manage complex customer relationships across a variety of channels- digital and traditionalManage
• Respond to and initiate dynamic customer interactionsRespond
• Extract the value from big data to make better decisions faster/ real-timeExtract
KEY TO DIGITAL MARKET SUCCESS
Copyright 2014 Whidden Flores
Marketing in Digital Markets
Copyright 2014 Whidden Flores
DISRUPT EVOLVE MAINTAIN GROWTH
Shape the market. Don’t be shaped by it.
•Lead the digital market•Lead the customer•Lead the competitor
•Lead in innovation
•Lead in industry•Lead in customer care
Does Current Digital Marketing have the Power to Impact Business Landscapes?
Don’t sustain- GROW
Copyright 2014 Whidden Flores
Out of all divisions, Marketing & Client Management will have the most drastic and visible changes
Multiple
FormatsMarkets
Singular marketing
Copyright 2014 Whidden Flores
“Successful companies develop a culture that just keeps moving all the time.” – Professor Rosabeth Kanter, Harvard Business School
“When the environment changes profoundly, the maps with which we navigate it may shift as well….Strategy tools are abstractions from reality. So, their usefulness depends on context, their effectiveness changes with time.” – Professor Michael Jacobides, Londond Business School
RADICALLY TRANSFORM YOUR BUSINESS
Make sure your solution increases your strategic capacity to evolve.
Incremental change does little more than prolong/stall dealing with critical market barriers that impact revenue. Transformational change, although initially costly, is
the only way to stay ahead of challenges.
CUSTOMER MANAGEMENT TRANSFORMATIONS
Case for Change: Legacy Market StrategyStandard go-to-market strategies are basic, limiting, and cannot compete globally in a data
driven, digital world market. These strategies do NOT target customers or manage their needs.
Grow revenue profitability
Plan & execute all sales and account growth strategies for
customers
Plan and execute all go-to-market strategies
Where to sell
How to sell
What to sell
CUSTOMERS NEED TO FIND GOOD PRODUCTS. GOOD PRODUCTS DON’T NEED TO FIND CUSTOMERS
Copyright 2014 Whidden Flores
The Customer is King
Customer demands it
Enterprise provides it
Enterprise markets it for customer
With growing focus on digital markets that quickly connect all global markets and competitors; marketing a product is not as effective as marketing an already requested experience (which can be a product).
Copyright 2014 Whidden Flores
MARKET GOALS TO CUSTOMER GOALS
New Market Operations Manager
Go-to-market StrategyDigital & Mobile marketing
Brand Management & Growth
BIG PICTURE ABSTRACT THINKING
CREATIVE PROBLEM SOLVING
Big data analytics (Adobe, SAP, SQL, CRM)
SaaS platformsBasic HTML
SEO Optimization
Go-to-market Strategies
Map and Manage Customer Experience & Needs
(Digital Content Management)
Maintain robust, symmetrical databases with enterprise wide data
Use enterprise data to make
leadership actions
Measure
KPIs
(Challenge &
Improve)
SKILLS RESPONSIBILITIES
SPARK CHANGE. DEVELOP FLEXIBLE MODELSCopyright 2014 Whidden Flores
Marketing Should Be
•Focus on customer buying priorities, requested demands, and common touch point paths of clients
•What they want to see or might want to see ALL the time
•Marketing message should reach customer with pinpoint delivery, cutting through online cutter
•Digital content should emphasize cutting edge “PROS” of product
•Branding occurs at each touch point•How can product be maximized from customer perspective
•Does it meet go-to-market requirements?
•Universal metadata provides accurate data real-time and historically
•Make reactive data driven leadership actions to immediate changing market or customer demands
•Use data to change behavior of asset, product, or individual
•Use an omni channel e-commerce solution to automate individual customer tailoring by region & market
•User demand priority will develop through reuse patterns•Allows focus on geography & market expansion
Digitally Automated
Data Driven
Client Focused
Appeal to Product
FLEXIBLE EVOLVING
Copyright 2014 Whidden Flores
MULTI-FACETED APPROACH
Copyright 2014 Whidden Flores
PLATFORM STRATEGY
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MARKETING SOCIALLY
Copyright 2014 Whidden Flores
DIGITAL MARKETING TACTICS
Copyright 2014 Whidden Flores
Who’s In Control of Your Market’s Future?
Copyright 2014 Whidden Flores