1.Setting The Context for HighPerformance Joined-up Marketing Gerry Brown AnalystBloor Research

2. What does Gerry do? Analyst Marketing lecturer Strategy advisor2Marketing Elo[q]ution Lessons 19th April 2012 3. Agenda1. The Strategic Marketing context2. Marketing challenges and priorities3. Where Digital Marketing fits4. Readying for Digital Marketing3Marketing Elo[q]ution Lessons 19th April 2012 4. Vision / Mission / Objectives / SLAsAspirationsVision In ones mind Direction In writingMission Statement Inwards lookingSMARTish CorporateFinancial indicators ObjectivesOutwards looking SMART MarketingMarket indicatorsObjectivesMarketable statements PerceptionsService Standards4 Marketing Elo[q]ution Lessons 19th April 2012 5. Where do Marketing Plans actually come from?1.Formal planning - a structured, sequential approach2.Logical incremental resulting from one-off strategic goals3.Interpretive from values, attitudes and ideas4.Political planning from negotiation, marketing, conflictand confrontation5.Ecological from environmental strategies6.Leadership from the CEOs visionBailey & Johnson (2006)5 Marketing Elo[q]ution Lessons 19th April 2012 6. Barriers To Effective Marketing Planning1. Confusion between marketing tactics and strategy2. Isolating marketing function from operations3. Confusing the marketing function with the marketing concept4. Organisational: culture and organisational design5. Lack of in-depth customer analysis6. Confusion between the planning process and outputs7. Lack of knowledge and skills no systematic approachMalcolm McDonald6Marketing Elo[q]ution Lessons 19th April 2012 7. Market Orientation Customer orientation Long term profit focus Competitor orientation Inter-functional Co-ordinationSlater and Narver (1990)7Marketing Elo[q]ution Lessons 19th April 2012 8. 5 Steps to achieve a Market Orientation 1. Focus on the customer 2. Know what competitors are doing 3. Integrate marketing into the business 4. Create a long-term strategic vision 5. Set realistic expectations and focus on activities thatprovide customer value-add8Marketing Elo[q]ution Lessons 19th April 2012 9. 9 Marketing Elo[q]ution Lessons 19th April 2012 10. 10 Marketing Elo[q]ution Lessons 19th April 2012 11. Alternative B2B Marketing ChallengesSignificant challenges continue in e-commerce, the explosion of new media and new customer behaviors abetted by the Internet.Branding continues to become ever more essential to break through clutter and fight commoditization in business markets. So does the ability to innovate with channel partners and co-develop with customers.Social, political and environmental conditions will continue toshift, creating new opportunities and obsolescing some established marketing practices. The very structure of corporateorganizations deserves extra scrutiny. For example, what justifies continuing to separate sales, pricing and innovation functions from Oliva & Donath (2009)marketing management?11Marketing Elo[q]ution Lessons 19th April 2012 12. Marketing Priorities 29% 43%40%50%49% High priority 38% Medium priority 34% 44%52%Low priority36% 33%14%17% 14% 8% Use ofAligning salesMeasuringInsight-led Social mediamarketing and marketing ROMI decisionsstrategytechnologies Base: 108 B2B client-side respondents12Marketing Elo[q]ution Lessons19th April 2012 13. Core Digital Marketing Technologies 1. Customer Management2. Web site analysis Customer Relationship Management (CRM) Search Engine Optimization (SEO) Customer Experience Management (CEM) Pay Per Click (PPC) Social media communities A/B Testing and Multivariate testing Internal enterprise social networking Visitor segmentation / behavioraltargeting and personalisation 3. Marketing Management4. Information from the Internet Marketing campaign management Market sentiment analysis Sales lead scoring Voice of the customer Surveys / Polls / Market Research Competitor analysis tools Marketing Resource Management Social network marketing Analytics & Reporting13Marketing Elo[q]ution Lessons 19th April 2012 14. Broader Strategic ConsiderationsCEMCustomer Intelligence Marketingautomation Cross-ChannelIntegration eCommerce andmCommerce14Marketing Elo[q]ution Lessons 19th April 2012 15. Digital Marketing is essential but adds morework Top 3 challenges: time; fragmentation and focus; clarity / clutter/ relevance Its so easy to get distracted by all of the noise, new tools, etc. and spreadyourself too thin Too many new options. So much change is happening so quick that businesses lose focusCustomer scepticism - its just marketers trying to get us to do/think/trysomething Other challenges: digital and data expertise / numeracy; channel proliferation, customers control sales processes, business boundaries, analysis and measurement15Marketing Elo[q]ution Lessons19th April 2012 16. Some have gone for a land grab . . . Relationships with everybody. Consumers mostly want transactions Short-term carpet-bombing emails for share of in-tray. Emotional unsubscribes are common Low price customer acquisition vs. high prices for existing customers McKinsey: "Most companies have now essentially become publishers ... yet continue to behave like simple advertisers"16 Marketing Elo[q]ution Lessons 19th April 2012 17. Organising for Digital: Analytics & Loyalty: 22Bn rows of data / 18m customers / 6,000 segments Campaign Management: 4m emails and 1m direct mail pieces in 50 campaigns per week Organisation: ProductCampaign Account AnalysisPlanning development delivery management Focus: insight, metrics, agility, and customer-centricwhile delivering corporate objectives17Marketing Elo[q]ution Lessons19th April 2012 18. The future: deliver Marketing that the customer perceives as a service Business-wide and stakeholder focus From sales funnel filling to managing end-to-end purchasing experiences and advocacy From push, to pull, to interact Enabling new technologies: event-based marketing and marketing attribution Think C2C how digital marketing facilitates your customers to do your selling for you18 Marketing Elo[q]ution Lessons 19th April 2012 19. Conclusions Remember that marketing automation is a means to an ends Align your marketing goals with organisational goals and strategies Look for easy and quick wins, but sketch out the bigger picture in your internal business case Think about sustainable marketing improvement: processes / people / technology19 Marketing Elo[q]ution Lessons 19th April 2012 20. Thank youMarketing Elo[q]ution Lessons 21. Questions? Gerry Brown Director MIS Associates Limited 5 Kew Road, Richmond TW9 2PR Mobile: +44 (0)7855 525598 Email: gerry.brown@misassocs.com Web: www.misassocs.com Twitter: @gerrybrown . . . optimise your marketing strategies21 Marketing Elo[q]ution Lessons 19th April 2012