Visions in Marketing: Finding the signal through the noise

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Transcript of Visions in Marketing: Finding the signal through the noise

Visions in marketing

Finding the signal through the noiseA report by the Economist Intelligence Unit

Sponsored by

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Contents

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Executive

summary

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z New ways of engaging with customers

through multiple channels are changing

the customer experience in the B2B space. )RU�H[DPSOH��VRFLDO�PHGLD�UHPDLQV�LQ�DQ�H[SHULPHQWDO�VWDJH�IRU�PRVW�%�%�FRPSDQLHV��DOWKRXJK�LW�LV�H[SHFWHG�WR�JURZ�LQ�UHOHYDQFH��,Q�SDUDOOHO��RQOLQH�YLGHR�LV�H[SHFWHG�WR�EHFRPH�PRUH�SUHYDOHQW�DV�D�FKDQQHO��DQG�PDUNHWHUV�DUH�FXVWRPLVLQJ�WKHLU�PHVVDJHV�IRU�PRELOH�SODWIRUPV��7KLV�PDNHV�WKH�GHVLJQ�DQG�XVHU�H[SHULHQFH�PRUH�LPSRUWDQW�IRU�PDUNHWHUV�WR�UHDFK�FXVWRPHUV�WKURXJK�LQVWDQW��KLJKO\�YLVXDO�PHGLXPV���

z Improving customer engagement is building

customer lifetime value.�7KLV�LV�SDUWLFXODUO\�LPSRUWDQW�LQ�RUGHU�WR�LQFUHDVH�UHWHQWLRQ��WR�

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z Customer feedback, combined with the

new insights gleaned through analytic tools,

DUH�LQÁXHQFLQJ�SURGXFW�GHYHORSPHQW�DQG�design, as well as increasing speed to market. 0DUNHWLQJ�LQIRUPDWLRQ�LV�EHFRPLQJ�PRUH�LPSRUWDQW�DV�D�FRPSHWLWLYH�IDFWRU�LQ�LQGXVWU\��GULYLQJ�D�JUHDWHU�UROH�IRU�WKH�PDUNHWLQJ�IXQFWLRQ�DFURVV�WKH�RUJDQLVDWLRQ��7R�OHYHUDJH�WKH�QHZ�UROH�RI�PDUNHWLQJ�UHTXLUHV�D�FKDQJH�LQ�SURFHVV�RU�RSHUDWLQJ�VWUXFWXUH��HQDEOLQJ�PDUNHWHUV�WR�VKDUH�LQVLJKWV�TXLFNO\��7KLV�PHDQV�ERWK�WHFKQRORJ\�VROXWLRQV�DQG�WKH�FUHDWLRQ�RI�FURVV�IXQFWLRQDO�WHDPV��7KHVH�W\SLFDOO\�EULGJH�UHVHDUFK�DQG�GHYHORSPHQW��5'��RU�SURGXFW�GHYHORSPHQW�GHSDUWPHQWV�DQG�GHPDQG�FORVHU�FR�RUGLQDWLRQ�EHWZHHQ�WKH�PDUNHWLQJ��ÀQDQFH�DQG�LQIRUPDWLRQ�WHFKQRORJ\��,7��IXQFWLRQV����

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z Metrics for valuing marketing’s new value

are not uniform: many are company- or even

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z Marketing’s remit is expanding beyond

traditional lines, interweaving internally with

other company functions and externally with a

wider variety of customer touch-points.�$V�WKH�LPSRUWDQFH�RI�QHZ�SODWIRUPV�DQG�WHFKQRORJLHV�FRQWLQXHV�WR�JURZ��VHQLRU�PDUNHWHUV�QHHG�NH\�

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z &KLHI�PDUNHWLQJ�RIÀFHUV��&02V��QHHG�WR�recognise the capabilities and limitations

of the tools available to access their clients,

deliver their message and glean customer

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Introduction

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Freescale Semiconductor is competing

online through user experience

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Multiple new channels are changing

the customer experience in the B2B

space 1

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Sonus Networks are building B2B

connections through new media

channels

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Wes Durow, vice-president of global marketing at Sonus Networks

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Customers drive product innovations at

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Customer feedback and new customer

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Customer feedback improves

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At Bell Canada, customer insights led to

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Sonus Networks redesigned to deliver

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Information drives cost management

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Expanding the role of marketing

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Dominic Mercuri, CMO at TD Bank

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