Customer strategist webinar dec 14

1COPYRIGHT ©2014. ALL RIGHTS PROTECTED AND RESERVED.

The Digital Transformation Will Be Monetized: The Future of Digital Marketing ROI

December 4, 2013

#customerstrategy


Today’s Speakers

Elizabeth GlagowskiEditor-in-Chief

Customer Strategist Journal

Michael BehrensSVP, eMarketing

WebMetro (a TeleTech company)

Gerry BrownSenior Analyst

Ovum


Event logistics

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Agenda

2015 Digital Marketing Trends

Mastering Marketing ROI

Ask the Experts

Audience Q&A


2015 Digital Marketing Trends

© Copyright Ovum. All rights reserved. Ovum is an Informa business.6

Market Development and Forecast


Attributes of ‘The Conversational Wave’


Industry Sector Maturity Model

“Digital marketing is over…it’s almost dead” Marc Pritchard, Global Brand Building Officer, P&G


The ‘Onion Ring’ of Trends to Watch

Digital transformation

Customer Data


Enabling technologies: efforts to join up technologies in Marketing, Operations and Customer Services

JUST STARTING26%

IN PROGRESS65%

ADVANCED9%

IN PROGRESS3%

ADVANCED65%

COMPLETE32%

2014 2018


Customer Journeys and Customer Experience management

Map customer journeys

Identify content

Set behavioural & event triggers

Engage across channels Enrich profiles

Score customers &

prospects

Test and iterate


Strategic vision: customer communications in 2018

2018

2014

Digital Platform

Development

Multi-channel

Communications

Personalised

Multi-Channel

Communications

COMMS

STRATEGIES

TECHNOLOGY

TACTICS

Embrace online

Technology investments &

Resourcing choices

Marketing / Sales

/ Service Data Integration

Mobile & Social

enablement


Measuring Marketing: Balanced Scorecard Revisited

Learning & Development

Business Processes Customers ROI

Strategic (Conversational) Marketing Tactical (Digital) Marketing

Kaplan & Norton


Marketers: Q. What’s your mission? A. Market orientation

Customer

Internal

Competitors

Slater & Narver

= Long term

profit focus

15



Digital transformation starts with data


• Set the foundation

• Reduce anonymity among prospects and customers

• Integrate first- and third-party data

COPYRIGHT ©2014. ALL RIGHTS PROTECTED AND RESERVED.



What’s happening today: 2014 is the year of rapid innovation

• Search segmentation

• Login redirects

• Differentiate messaging for returning versus new visitors, current customers versus prospects

EXAMPLE:Internet service provider staves offpotential churn before customers leave.




What’s happening today: Display replaces email for outreach

• Find high-value but inactive customers online

• Engage at relevant moment of interest via display

• Generate more effective ROI

EXAMPLE:Enterprise B2B Technology advertiser increases engagement with post lead display to high value pipeline.




What’s happening today: Bring sales and marketing together

• Leverage Data across channels to personalize engagements

• Interactions move seamlessly across channels

• Align internal operations and goals to match customer experiences

EXAMPLE:Financial Services firm creates customized offline engagements based on online device preference and realizes 200%+ increase in conversion rate.



POLLHow aligned are your internal operations to match customer experiences?

• Two ships in the night – totally unaligned

• Accidental success – Somewhat aligned

• Tightly woven -- Very aligned

• Peas in a pod – Completely aligned



ConversationAsk the Experts


Ask the Experts

How can marketers and organizations adapt as the offline and online worlds continue to blend together?



Ask the Experts

Which future trends are you most excited about?



Ask the Experts

How is Marketing affected as companies become more customer-centric?



Ask the Experts

What’s are some “do’s and don’ts” in marketers’ quest to make the ROI connection in the digital age?



Ask the Experts

How can marketers balance the short-term pressure for results with long-term customer-focused strategy?



Keep the conversation going

• Download “Top Considerations for Mastering Digital Marketing ROI”

• Subscribe to the Customer Strategist Journalhttp://bit.ly/CSjournal

• Follow us on social media• @CustStratEditor• @WebMetro• @PeppersRogers• @TeleTech• @GerryBrown



Audience Q&A

Elizabeth [email protected]

@CustStratEditor | @PeppersRogers

Michael [email protected]

@webmetro

Gerry [email protected]

@GerryBrown