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Alterian’s 6th Annual Survey Results Webinar offered insights into how technology should be empowering Marketers to help them have a productive day, including: •How many different marketing applications are utilized for a campaign and which ones are used the most frequently? •What is the hardest or most difficult part of running a campaign? •How central is the website in the overall marketing mix? •How much are marketers spending on online and offline direct marketing? With the Marketer's Day becoming more and more complicated as channels are proliferating, creating and managing multi-channel campaigns has never been more challenging. Alterian believes it is imperative that the right technology is used throughout the Marketer’s Day to empower the marketer with better insights of the customer, making it easier to engage and to demonstrate results.
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6th Annual Survey Review
The Marketer’s Day
January 22, 2009
Alterian’s 6th Annual Survey Objective
The Marketer’s Day
• Conduct an analysis of ‘the marketer’s day’
• Identify what technology marketers are using for campaign creation and execution
• Explore the online and offline budgets of marketing professionals
Alterian’s 6th Annual Survey - Methodology
• Conducted October 1 – December 4, 2008
• Over 1,500 Marketers, Agencies, Marketing Services Providers (MSPs) and Systems Integrators surveyed
• Provides a clear year-on-year comparative analysis
Analysis of Respondents
1,545 Surveyed
The Marketer’s Day
• It’s about customer interaction
• It’s online and offline
• It’s complex
• It’s frustrating
• It’s going to need investment in integration
• It should be website centric
• It’s becoming focused on engagement
What Do You Mean by Online?
• Banner Ads• Search Engine Optimization• Pay Per Click• Blogs• Community Leverage/Participation• Email• Website
Online Marketing
How do you expect your online direct marketing expenditure to change over the next over the next 12 months?
Shift from Mass to Measurable Marketing
“What this means is that a recession will accelerate the decline of interruption-based mass advertising that simply shouts your message to customers. In it place we will see increased growth in measurable and relationship-based strategies such as a search marketing, email marketing, lead nurturing and online communities.”
Experience
Engage
Conversation
Value
Listen
Collaborate
Relationship
Two Way (2.0 Way) Relationship
LAUNCH CAMPAIGNS
EMAIL BLASTS
LEAD CAPTURE
DM – CARPET BOMBING
PUSH MARKETING
GUERILLA MARKETING
TARGET
One Way Battle
Marketing is Becoming Two Way
Transforms intoTransforms into
It’s Online and Offline
Offline Direct Marketing Expenditure 2005 - 2008
Offline Marketing
• Getting more intelligent
– Statement marketing
– Loyalty magazines/coupons
– Catalog segmentation
• Needs to be supported by online
– $93 Billion spent online
– $137 Billion spent offline on internet influenced purchases
It’s Complex
Number of Marketing Applications Used to Run a Campaign
Type of Marketing Applications Used
How to do we justify spending on integration?
• Marketing still needs more investment in integrated technology, processes and databases
– Finance/Manufacturing: ERP
– Sales: SFA/CRM
– HR: self-service applications
– Marketing: various siloed applications purchased, data owned by others
• Greater demands on Marketing budgets in 2009
• So where’s the money coming from?
$$
From creating a Marketing Dividend
What is a marketing dividend?
• The savings which can be made in the overall marketing budget by the implementation of integrated technology.
• This marketing dividend can be used to maintain marketing communications spend if budgets are reduced and increase communications spend if the overall budget remains static.
MarketingOperational Spend
Marketing CommunicationsSpend
Main Allocation of Marketing Budget
Applying Integrated Technology Releases a Marketing Dividend
Save/free-up money
Marketing Effectiveness
Marketing Effectiveness
Applying Integrated Technology Releases a Marketing Dividend
Save/free-up moneyReduce costsFree-up people
MarketingDividend
MarketingEfficiency
Marketing Dividend =
• Increase in available spend
• Faster time to market
• Faster time to customer satisfaction
Driving More Revenue
The Most Difficult Part of Running a Campaign
It’s Frustrating
Marketers Get It• They want to do the analysis• They want to measure• They want to be empowered
So what is stopping them?
Back to Basics
Database Marketing Basics• Access to data• Speed to get access to data
Analytical Marketing Tools• Ease of use • Train-of-thought tools for marketers to use
Getting Some Help• Service providers who can help organizations to understand what the
customer looks like
It Should be Website Centric
Importance of Website in Overall Marketing Mix (By Segment)
The Opportunity to Market
• When you have someone on your website, it is a great opportunity to communicate with them
• It’s your chance to engage, to persuade or to educate
• You never get a second chance to make a good first impression – that chance could be brief
• The website is your brand
Modern Web Content Management
• Democratises the contribution of content
• Drives dynamic websites
• Builds Taxonomies – to understand and tag your content
• Drives SEO from within the website
• Enables speed to market
It’s Becoming Focused on Engagement
The Engagement Cycle
“As marketing leaders embark on the engagement journey they will discover old habits are hard to break”
Suresh Vittal, Principal Analyst, Forrester Research
“As marketing leaders embark on the engagement journey they will discover old habits are hard to break”
Suresh Vittal, Principal Analyst, Forrester Research
Summary – The Marketer’s Day
What do marketers need to think about in the next 12 months?
• Customers want 2 way conversations and balanced online marketing spend must address this
• Online and offline marketing needs to be integrated which is possible with the right technology investment
• Creating a marketing dividend will help fund this investment
• Working with partners will help crack the data and analytics challenges
• Evaluate and develop the central role of the website
• Think about customer engagement strategy
Thank You
Contact:
Bob BarkerVice President – Corporate Marketing, [email protected]
Presentation and recording will be available at:www.alterian.com/presentations
February’s Webinar:
Building an Operational Campaign Management SystemPresented by Christian Wright, CTO, MerkleRegister at: www.alterian.com/merkle