trinityp3 webinar series: aligning your digital marketing to marketing

marketing management consultants

Aligning your digital marketing to marketing

TrinityP3 Webinar SeriesPresented by Anton Buchner

Webinar 6Date: Wednesday October 21


The digital big bang


The digital big bang

90% of the world’s data has been created

in the last two years


However beware the digital divide


Top 6 forces at play

1Competing

business unit INTERESTS

(PRODUCT, SALES & MARKETING SILOS)

2Disjointed digital

KPIs& PERFORMANCE MEASUREMENT

4CUSTOMER

CENTRICIYwithout total

marketingtransformation

3New digital vernacular

and misunderstandi

ng

5TECHNOLOGY

VENDORS, AND

BIG DATA OVERLOAD

6TRANSPARENCY,

AND ISSUE OF

TRUST


Themes From Stakeholders

“scrambling and always looking back at numbers”

“not sure who’s responsible for what with our digital activity… and there’s no clear,

coherent plan of how to get there”

“we’ve started campaign prioritisation however we don’t see clear actions being

shared and communicated

“no one looks at the reports. There are too many pages and numbers without any

insights or recommendations”

“it’s clear - there is confusion on how we’ll achieve the targets and how each project

is delivering to meet those targets ….there are too many rats and mice

projects”

“We’re not utilising data from multiple touch points to find relevant insights that can be

executable”


4 tectonic trends

1

Putting customers at

the core.

Rise of the Chief

Customer Officer (CCO)

2

The need for consistency

across channels.

Rise of the Customer

Experience Officer (CEO)

3

The need for a bridge

between IT, Data and

Marketing.

Rise of the Marketing

Technologist

4

The need for emotional

connection.

Need for structure,

process and cultural

transformation


Customer marketing transformations


Time to align


Align

Strategy Structures Processes Suppliers

Inte

rnal

Ext

erna

l


Align

Strategy


Align to purpose


Align objectives

Data

DigitalMarketing

Business

Objectives are to focus the business as a whole.

Marketing objectives are to deliver on the business objectives (ie: enter market and capture X% market share). Think: FROM / TO.

Goals are more specific. They’re what you need to do to achieve your objectives and reflect specific strategies (ie: to sell more you need to demonstrate innovation, improve relationships, become a thought leader etc)

Key performance indicators (KPIs) are the measurable value that demonstrates how effectively a company is achieving its objectives. They’re metrics used to measure performance to see if you’re on track.


Align to customer needs

Prospecting

Acquisition

CRM

Consumer centricity$$$$

Customer centricity$$

Digital ecosystem


Differential marketing

A - VIP experiencesB - Switch offersC - Upsell valueD - niche targeting


Align

Structures


Transformation from silos…

Brand & Comms

Digital& Social

Technology & Delivery

Experience & Innovation

Product &Sales

Digital?

Data & Insights


…to centricity Customer centricityDelivering business growth

Customer

C-suite

Board

BehavioursPerformance metrics

InsightsAdvocacy

Bottom line growth

Employee engagement

Channels

Marketing

Touchpoint experiences

Technologies


Customer cohort focus• Retail best practice (product, strategy, communications, social &

content in distinct teams based on the customer journey).• With clear KPIs and focussed roles and responsibilities.

Team 1 Brand reach, awareness and engagement

Team 2Prospect engagement, lead nurturing, and sales conversion

Team 3Onboarding to brand, product & service world

Team 4Upsell, cross sell and other financial value shifts

Team 5Retention, advocacy and VIP


“Holacracy”


Align

Processes Suppliers


Transformation & maturity stages


Process and performance improvement

• From linear to effective business performance

Business plan - objectives

Customer marketing - objectives

Customer insights through data & behaviours

Customer marketing plans & prioritisation planning

Effective alignment

prior to execution

Clear customer marketing measures to achieve business objectives and common purpose.

Campaign learnings & optimisation (in and post campaign)

Utilise data insights to drive planning.Planning alignment and prioritisation process

Aligned customer value proposition and channel approach.

Clear roles, responsibilitiesSolution for agility / proactivity

Aligned reporting, optimisation and value analysis.

Media StrategyPlanningTrading

Digital StrategyPlanning

Optimisation

Content StrategyConcept

Execution


Align teams to campaign processes

Stage 1 output:

Ready to brief Digital + Media + Creative +

Call centre

BriefScoping

Steps 1 - 6

Stage 2 output:

Ready to create assets

Planning& ideation

Steps 7 - 11

Stage 3 output:

CreateGo live, optimise

CreationExecution

Steps 12 - 20

Stage 1 Stage 2 Stage 3


Clarity & governance

Requirements: Customer Experience

Proposition and

insights

Brand and Comms

Technology and Delivery Digital External

Supplier

Digital strategy own influence influence influence influence

Data insights own influence

Customer segmentation influence own influence influence influence

Channel and communications strategy

own influence own influence influence

Communications execution influence own influence

Results reporting and analysis influence influence own influence influence

Technology and automation influence own influence influence own


$2,000 88%

Focus on insightful metrics

10 hours 29 minutes

+


Process impacts culture


Align

Strategy Structures Processes Suppliers

Inte

rnal

Ext

erna

l


Need help to align?


TrinityP3 Webinar SeriesNovember 11: The challenges for Marketers in a carbon constrained future

November 25: Super charge your agency with incentive based remuneration

http://www.trinityp3.com/product-category/webinars/


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+612 9964 9900

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+852 3478 3982

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+65 6631 2861

[email protected]

www.trinityp3.com

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TrinityP3

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