How the customer 2.0 changed marketing
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How the customer 2.0 changed marketing
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This presentation is about: - the trends in Social Media and the impact on Marketing - the increasing complexity for CMO's and marketers to manage campaigns end to end - the increased complexity of measuring multiple channel campaigns and the ROI contribution - the Microsoft's vision on the way forward. The customer 2.0 has become a super consumer. They are very well informed. But they also show a very fickle purchase path. Research shows that the customer 2.0 gets in touch with you when they are almost 60% down in the sales funnel. In 70% of the cases, they even buy without involving your Sales department. Customers want to be surprised by you with new Amazing Customer Experiences. The good is not good enough anymore. Companies must adapt to the new customer journey
Transcript of How the customer 2.0 changed marketing
How the customer 2.0 changed marketing
More than 4,5 billion people are empowered to share their
opinions, wants, and needs like never before.
44%of consumers complain via social media.
20%expect a response within 1 hour via social media.
The social customer also expects an unparalleled level of
service.
Everyone is connected, everywhere, all the time
>4.5 billionpeople on social
>6.8 billionon mobile
>400 milliontweets per day about product, services, and brands
150average number of times a person checks their phone each day
Likes…
Every touch point matters
Search…
References…
Reputation…
Reviews…
Engagement…
Service…
Shopping…
Ads…
Customers 2.0 know everything
employeescompetitorsproducts servicecustomers brand
Decisions are made before you can even engage
Customers are
57%through the sales cycle
before they talk to you
70%Of Buying process
complete without
sales *
* http://partnersinexcellenceblog.com/70-of-buying-process-completed-without-sales-invovlement/
Companies must adapt to the new customer journey
A New Paradigm for Delivering Amazing Experiences
Microsoft Dynamics CRM is built to help you meet customer 2.0 needs
People-first experience
designed to bring you
closer to your customers
Pervasive connections
and communications
inside and outside the
organization
Personal experiences
delivered across every
interaction and
engagement
Marketing Spend Allocations Traditional + Digital/Social
Traditional Advertising
Digital Marketing
Direct Marketing
Events
Other areas: PR, MI, AR,marketing support and salestools, collateral
Display ads
Search ads
Email Marketing
Digital Events
Company Websites
Search engine optimization
Social Marketing
Excludes display and search ads
Excludes digital events Excludes email marketing
Marketing Spend Allocations Digital/Social View Only
25% & growing
Source: IDC 2012 CMO Tech Marketing Barometer Study
Customer
ExcellenceAwareness Engagement Conversion
Aligning to the customer experience The complexity of marketing
CRM Database
Web Content Mgmt
E-commerce Platform
Social Media Marketing
Conversion Point Optimization
Campaign Mgmt
Web Analytics
Email Marketing
Lead Management
Content / Nurture Marketing
Ad Networks/ PPC
Creative Design
Mobile Marketing
MarketingAutomation
Retention Programs
Cross- / up-sell CampaignsRevenue Performance
Analytics
Cross-channel Experience Consistency
SocialListening
Cu
sto
mer
En
gag
em
en
t Eff
ect
iven
ess
Customer Lifecycle
CRM
Database
Complexity can disturb a great customer experiences
eCommerce Platform
Cross-channel Experience Consistency
Campaign
ManagementWeb
Analytics
Creative Design
Lead
Management
Mobile
Marketing
Social Media Marketing
Conversion Point Optimization
Email Marketing
Content / Nurture Marketing
Ad NetworksSEM / PPC
MarketingAutomation
Retention Programs
Cross- / up-sell Campaigns
Revenue Performance
Analytics
SocialListening Community
Manager
Web Content Mgmt
EmailMarketer
Social Marketer
BusinessAnalyst
AdAgency
SEO/SEMAgency
CMO
Welcome to Marketing by Microsoft Dynamics
Built for customer [email protected]
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