1. TWO WORLDS TOGETHER Integrate online and oine channels for a
unied front CAMPAIGN MANAGER LEADERSHIP SERIES BRING YOUR
2. THE VIEW FROM OUTSIDE Your customers dont recognize the
boundaries of oine or online. They dont see email, apps or customer
service. They just see you your brand and the experience they have
with it.
3. DIGITAL VS. TRADITIONAL For many marketers today, digital
marketing hasn't proven real value. Meanwhile, others are saying
that traditional channels are dead. Whos right? Neither. You need
both. And for many, that is the scariest answer of all. That means
that they are forced to view their product and brands from very
dierent perspectives, an often confusing experience that is
compounded by an un-integrated understanding of the customer and
the variety of teams and messages the marketer is coordinating. The
truth is, those varying perspectives are what your customers
experience every day. By adopting a holistic approach, marketers
can create multi-channel campaigns that engage customers and
generate higher response rates. In addition, integrating online and
oine channels centralizes control and makes it easier to measure
impact improvements that are critical to optimize planning for
future campaigns.
4. TALKING TO NOT AT CUSTOMERS Communicating through digital
channels means that marketers must reconsider how they communicate
with customers. In this more personal one-to-one era, customers
expect a more conversational tone. And that desire has spread
beyond digital. Although spending on digital media is still a small
percentage just 13 percent of the total marketing budget for B2B1
it has impacted communications everywhere. Customers today expect
you to know them, and they expect a two-way conversation,
regardless of where and how the interaction begins, or on what
channel or platform the conversation begins. That means every
communication should be considered based on how it will or could be
received across multiple channels. This is a denite shift away from
most marketers comfort zones, but one that ultimately will help
build an authentic brand. AVERAGE MARKETING BUDGET SPENDING SOURCE:
1 - Laura Ramos with David M. Cooperstein, Tracy Stokes, Alexandra
Hayes, Elizabeth Perez, Focus B2B Marketing Budget Gains On
Business Outcomes To Succeed In 2014, January, 2014 0% 25% 50% 75%
100% 13% 87% DIGITAL MEDIA OTHER MEDIA
5. PERCENTAGE OF GROWTH IN DIGITAL MARKETING SPEND SOURCE: 2 -
http://www.cmosurvey.org/results/ AUG. 2011 FEB. 2012 AUG. 2012
FEB. 2013 AUG. 2013 FEB. 2014 11.2% 12.8% 11.5% 10.2% 10.1% 8.2%
While the total expenditure on digital marketing is well behind
that of traditional marketing, it is continuing to grow.2 0% 3% 6%
9% 12% 15%
6. LOOKING FOR THE BLEND If you think you have your customers
undivided attention at any point, you are most likely fooling
yourself. The multi-screen day is how a majority of people now
live. They watch TV with their tablets in their hands and their
smartphones by their side. They type emails with webinars in the
background. They drive to work while listening to podcasts and
drive home (hopefully) using voice-activated SMS. The reality is
that every communication you create has the potential to move into
the digital realm. What brands need to consider is their ultimate
objective, their customers preferred methods to get there and how
brands can move them along. Then they need to understand how to
bring information from all of those touchpoints together for a
complete view of the customer.
7. JUMPING ACROSS CHANNELS Like many organizations, American
Eagle Outtters is facing a common challenge nding the right mix
between digital and brick and mortar selling. To make matters more
dicult, a large segment of their core audience of teenagers often
dont purchase their own clothes. Its mom at the counter instead.
Its important to know who they are and what they purchasebut its
important for us to actually know their family, states Rick
Guntang, Senior Manager of Performance Marketing Operations. To
ensure everyone was engaged in relevant conversation through the
right channels, American Eagle Outtters used Teradata solutions to
focus on integrating all customer data. This gave the marketing
teams the agility needed to send out multiple campaigns on multiple
channels and create those relevant conversations. Now millenials
might get an oer on their phone when they are in the store but they
are there because mom got an email coupon or a yer in the mail.
American Eagle Outtters is a data-driven businesswere trying to
parse all the information that we get from a customer into a unied
type of message and make sure that they are able to be fun with our
product and get into our stores and interact with our people. Rick
Guntang, American Eagle Outtters Senior Manager, Performance
Marketing and Operations
8. MAKING A STATEMENT Hertz has been Zagats top pick for its
Customer Loyalty Program for two years running for one main reason:
they've found ways to delight their customers by coordinating
conversations across multiple channels. Because all of their data
is integrated for one version of the truth, they can create
customized and consistent real-time interactions with customers.
Messages and unique oers are sent via multiple channels 3,700 call
center agents, counter terminals, handheld devices and the Hertz
website. For instance, through their Carrmation program, loyalty
members ying will be sent an email with the exact location and type
of car they are about to pick up the second they land. If they dont
like that car, they can change it right then. Other touches, like
using receipts to let customers know if their credit card is about
to expire, help keep Hertz customers loyal. Customers are very
vocal about what they want. If you cant deliver it to them, theyll
nd somebody who can. Greg Palk, Hertz Manager, CRM
Applications
9. MARKETING = COMMUNICATION As marketing evolves, it must
account for how messages integrate and spread across the
enterprise. The marketing ecosystem is expanding. Now fundamental
business functions, such as planning, nancial management, data
analysis, and procurement, must be aligned in new ways. Ten years
ago, would anybody have considered a bank statement to be a
marketing asset? Now, more than ever, we need to think outside-in,
integrating internal data and systems while we simultaneously
integrate the customer experience to win in the market both short-
and long-term.
10. Teradata is a global leader in analytic data platforms,
marketing and analytic applications, and consulting services.
Teradata helps organizations collect, integrate, and analyze all of
their data so they can know more about their customers and business
and do more of whats really important. Visit Teradata.com for
details. 10000 Innovation Drive, Dayton, OH 45342 U.S. and Canada
1-866-548-8348, For International Callers: (937) 242-4030 Teradata
and the Teradata logo are registered trademarks of Teradata
Corporation and/or its aliates in the U.S. and worldwide. Teradata
continually improves products as new technologies and components
become available. Teradata, therefore, reserves the right to change
specications without prior notice. All features, functions, and
operations described herein may not be marketed in all parts of the
world. Consult your Teradata representative or Teradata.com for
more information. EB-8217> 0514 Copyright 2014 by Teradata
Corporation. All rights reserved. Produced in USA. LEARN HOW YOU
CAN INTEGRATE YOUR ONLINE AND OFFLINE WORLDS FOR A CONSISTENT
CUSTOMER EXPERIENCE Visit Us: teradata.com/datadrivenmarketing |
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