www.ovum.com
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How technology defines Marketing’s ultimate destiny within the enterprise
Gerry Brown, Senior Analyst, Customer Engagement
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Agenda items
1. Evaluate Marketing’s role in the enterprise
2. Map digital technologies to marketing challenges
3. Plan for modern marketing technology adoption
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So where am I coming from?
Gerry: Analyst – digital (marketing) technologies (was CRM & Analytics); ex … agency entrepreneur; Marketing Director (Hyperion & MicroStrategy); CIM post-grad marketing lecturer, ICL Fujitsu, Xerox
Ovum: largest European Tech analyst vendor; Telecoms and digital media specialisms
Informa: $1.8Bn revenues; 6,500 employees; portfolio of publishing, exhibitions, conferences, and market intelligence companies
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So what is ‘marketing’ anyhow?
Satisfying customer needs, profitably
Events
PromotionsComms
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How is ‘marketing’ measured?
Revenue growth and long term profitability
Clicks
What bosses think of us
Activity
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Familiar CEO perceptions of marketing
Marketing drives revenue growth and
builds customer loyalty
Marketing is a business support
activity
Marketing presents us in the market and
creates new customer awareness
Marketing is a necessary cost of doing business
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4 different CEO perceptions of marketing
Sales Support
Marcomms
Operational
Strategic
Organisational Contribution
Marketing
Management
Empowerment
B2B B2C
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A word from the master . . .
“I avoid clients for whom advertising is only a marginal factor in their marketing mix.
They have an awkward tendency to raid their advertising appropriations whenever
they need cash for other purposes. I prefer clients for whom advertising
is the breath of life. We then find ourselves operating at the indispensable
heart of our client’s business, instead of on the frivolous fringe. . . . the most
lucrative accounts are products of low unit cost, universal use, and frequent purchase
… rather than high-priced durables.”
David Ogilvy, Confessions of an Advertising Man, 1963
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Being market oriented
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EY C-Suite Research on CMOs & CSOs effectiveness
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What the Board really thinks of CMOs and CSOs
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Modern marketing’s complexities – and tech solutions
CMO challenges
Many channels
New competitors
Many stakeholders
Customer expectations
Many products and
services
Shorter product & market life
cycles
Fragmented & merging markets
Listening & Responding
Campaigns & Maintenance
Analytics & Reporting
Attribution & ROI
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Digital Marketing Schema 1.0
Enterprise Content & Data
Marketing Automation
Web site optimisation
Connected Customer
Omni-ChannelCommunicationsX X X
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Digital Marketing Schema 2.0
Enterprise Content & Data
Performance Marketing
Analytics & Personalisation
Connected Customer
X-Channel Communications
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The goal: a ‘conversational’ communications approach
Conversational Wave
2-way customer comms
Cross-Channel
Stimulus driven
responses
‘Adult to adult’
Visual not textual
Content-driven
Transparent & open
Contextual
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5 essential digital strategies
Digital transformation
Customer Experiences
Customer Journeys
X-channel Comms
Customer Data
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Customer communications roadmap to 2020
2020
2016
Digital rationalisation &optimisation
Omni-channelCommunications
PersonalisedX-Channel
CommunicationsMarketing / Sales
/ Service Data Integration
Integrated Mobile& Social
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Digital tips & techniques from visionary CMOs & CTOs
Learn from what other businesses have done
Business requirements 1st; digital 2nd; and then test
Look beyond CRM data for a 360 degree view
Needs generalists who can do digital and offline - multi-discipline, thinker-makers with 50% data : 50% creativity skills
Migrate tech specialists into generalist skills. Need both tech R&D and digital operations in Marketing
Curiosity, passion, and personality are key recruitment criteria
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The key take-aways
Marketing is a misunderstood practice - Internal Marketing and Marketing
positioning and image management is required
Technology addresses Marketing’s complexities – and enables marketing
attribution and fact-based evidence for the Board and other leaders
Align with Digital Marketing Schema 2.0 and Conversational Wave
Use Ovum’s 5 essential digital strategies and customer
communications roadmap to guide priorities
Remember . . . digital is all about people and change management
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Thank you so much for listening!
Now: Q & A
http://twitter.com/gerrybrown
http://uk.linkedin.com/in/gerrybrown