Re-thinking your marketing mix for campaign creation excellence
1
RE-THINKING YOUR MARKETING MIX FOR CAMPAIGN CREATION EXCELLENCE NOT SEALED IN A BOX AMAZON’S PROFIT- MAXING, BUYER- PROFILING CAUSED OUTCRY SAVVY MARKETERS PITCH POST- MARKET TO ADDRESS BUYERS’ BLUES NOT NOTED ON A CONTRACT MILLIONS OUTSIDE THE USA WATCH NETFLIX USA ILLEGALLY SATISFACTION SURVEYS LET YOU SCORE YOUR PERFORMANCE THEY’RE THE SUM TOTAL OF YOUR CUSTOMER’S INTERACTIONS WITH YOU. (Including conversations across social media.) Make sure your product strategy is in tune… not an annual plan, but a flexible approach that lets you ACT FAST. NOT A ONE-TIME PURCHASE. PRICE COMPARISON WEBSITES MAKE DIFFERENCES PLAIN. CRM GIVES YOU THE MEANS TO KEEP THE CONVERSATION GOING. Products and services today are: RETHINKING PRODUCT 1 RETHINKING PLACE 2 RETHINKING PRICE RETHINKING PROMOTION THE GOOD BIT? 3 4 A PROSPECT CONNECTS WITH YOU ON LINKEDIN A SUPERFAN RETWEETS YOU TO FRIENDS YOUR EMAIL NEWSLETTER GETS FORWARDED … AND OTHER POSITIVE INTERACTIONS HAPPEN. A BUYING DECISION IS MADE WHEREVER TRUST IS BUILT. UP-SELL. CROSS-SELL. MEMBER-GET-MEMBER. EACH IS DRIVEN BY DATA. EACH OF THESE CHANGES IS A MARKETING OPPORTUNITY. The sale isn’t made on a dotted line. You make a “sale” when: ONE PRICE FOR THE RICH, ONE FOR THE POOR? NOT IN THIS WORLD. PROMOTION USED TO COME BEFORE THE SALE. HOW TIMES HAVE CHANGED. Get caught charging different prices to different customers and you’re OUT. For your marketing mix analysis: ask customers when they first felt “right” about you. It may be a surprise. Check your pricing policy isn’t advertising your lack of market awareness. LEARN FROM INSIGHTS IN YOUR DATA USE ANALYSIS… USE RESULTS… USE CHANGE OVER TIME... TO LEARN. TO DECIDE. TO PLAN AHEAD. MAKE DECISIONS THAT ADD VALUE IMPROVE PROCESSES BUSINESS-WIDE. Use MARKETING MIX ANALYSIS on factors like these to: TAKEAWAYS THE 4 Ps ARE AS RELEVANT AS EVER, BUT IN A DIFFERENT WAY. MARKETING MIX ANALYSIS: PRODUCT, PLACE, PRICE, AND PROMO ARE EVOLVING. HARD NUMBERS FROM CRM ENABLE HIGH-TOUCH MARKETING MIX ANALYSIS. WWW.CRMTECHNOLOGIES.COM Sources: http://businesscasestudies.co.uk/business-theory/marketing/the-extended-marketing-mix-7ps.html#axzz3qWg9fq8d http://www.mckinsey.com/insights/marketing_sales/how_digital_marketing_operations_can_transform_business
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Transcript of Re-thinking your marketing mix for campaign creation excellence
RE-THINKING YOUR MARKETING MIX FOR CAMPAIGN CREATION EXCELLENCE
NOTSEALED IN A BOX
AMAZON’S PROFIT-MAXING, BUYER-
PROFILING CAUSED OUTCRY
SAVVY MARKETERS PITCH POST-MARKET TO
ADDRESS BUYERS’ BLUES
NOTNOTED ON A CONTRACT
MILLIONS OUTSIDE THE USA WATCH
NETFLIX USA ILLEGALLY
SATISFACTION SURVEYS LET
YOU SCORE YOUR PERFORMANCE
THEY’RE THE SUM TOTAL OF YOUR CUSTOMER’S INTERACTIONS WITH YOU.
(Including conversations across social media.)
Make sure your product strategy is in tune… not an annual plan, but a flexible approach that lets you ACT FAST.
NOTA ONE-TIME PURCHASE.
PRICE COMPARISON WEBSITES MAKE
DIFFERENCES PLAIN.
CRM GIVES YOU THE MEANS TO KEEP
THE CONVERSATION GOING.
Products and services today are:
RETHINKINGPRODUCT1
RETHINKINGPLACE2
RETHINKINGPRICE
RETHINKINGPROMOTION
THE GOOD BIT?
3
4
A PROSPECT CONNECTS
WITH YOU ON LINKEDIN
A SUPERFAN RETWEETS
YOU TO FRIENDS
YOUR EMAIL NEWSLETTER
GETS FORWARDED
… AND OTHER POSITIVE
INTERACTIONS HAPPEN.
A BUYING DECISION IS MADE WHEREVER TRUST IS BUILT.
UP-SELL. CROSS-SELL. MEMBER-GET-MEMBER.EACH IS DRIVEN BY DATA.
EACH OF THESE CHANGES IS AMARKETING OPPORTUNITY.
The sale isn’t made on a dotted line. You make a “sale” when:
ONE PRICE FOR THE RICH, ONE FOR THE POOR?
NOT IN THIS WORLD.
PROMOTION USED TO COME BEFORE THE SALE.
HOW TIMES HAVE CHANGED.
Get caught charging different prices to different customers and you’re OUT.
For your marketing mix analysis: ask customers when they first felt “right” about you. It may be a surprise.
Check your pricing policy isn’t advertising your lack of market awareness.
LEARN FROM INSIGHTS IN YOUR DATA
USE ANALYSIS…
USE RESULTS…
USE CHANGE OVER TIME...
TO LEARN.
TO DECIDE.
TO PLAN AHEAD.
MAKE DECISIONS THAT ADD VALUE
IMPROVE PROCESSES
BUSINESS-WIDE.
Use MARKETING MIX ANALYSIS on factors like these to:
TAKEAWAYS
THE 4 Ps ARE AS RELEVANT AS
EVER, BUT IN A DIFFERENT WAY.
MARKETING MIX ANALYSIS:
PRODUCT, PLACE, PRICE, AND PROMO
ARE EVOLVING.
HARD NUMBERS FROM CRM ENABLE
HIGH-TOUCH MARKETING MIX
ANALYSIS.
WWW.CRMTECHNOLOGIES.COM
Sources:http://businesscasestudies.co.uk/business-theory/marketing/the-extended-marketing-mix-7ps.html#axzz3qWg9fq8dhttp://www.mckinsey.com/insights/marketing_sales/how_digital_marketing_operations_can_transform_business
