Visions in Marketing: Finding the signal through the noise
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Transcript of Visions in Marketing: Finding the signal through the noise
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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�
DFKLHYH�WKLV��GHOLYHULQJ�D�FRKHUHQW�FXVWRPHU�H[SHULHQFH�LV�FUXFLDO��7KLV�LV�D�SDUWLFXODU�FKDOOHQJH�IRU�FRPSDQLHV�ZLWK�FRPSOH[�SURGXFWV�RU�D�PXOWLWXGH�RI�RSWLRQV�DYDLODEOH�IRU�FXVWRPHUV�DFURVV�VHYHUDO�GHOLYHU\�SODWIRUPV��6XFK�FRPSDQLHV�DUH�LQFUHDVLQJO\�ORRNLQJ�WR�XVH�WKHLU�FXVWRPHUV·�H[SHULHQFH�DV�D�ZD\�RI�GLIIHUHQWLDWLQJ�WKHPVHOYHV�IURP�WKHLU�FRPSHWLWRUV��$W�WKH�VDPH�WLPH��PLQLQJ�FXVWRPHU�LQVLJKWV�LV�FUXFLDO�WR�GHWHUPLQLQJ�WUHQGV�DQG�HQJDJHPHQW�SDWWHUQV�DORQJ�WKH�EX\LQJ�F\FOH��DOORZLQJ�FRPSDQLHV�WR�WDLORU�PHVVDJHV�WR�HYHU�QDUURZHU�FXVWRPHU�VHJPHQWV���
z Customer feedback, combined with the
new insights gleaned through analytic tools,
DUH�LQÁXHQFLQJ�SURGXFW�GHYHORSPHQW�DQG�design, as well as increasing speed to market. 0DUNHWLQJ�LQIRUPDWLRQ�LV�EHFRPLQJ�PRUH�LPSRUWDQW�DV�D�FRPSHWLWLYH�IDFWRU�LQ�LQGXVWU\��GULYLQJ�D�JUHDWHU�UROH�IRU�WKH�PDUNHWLQJ�IXQFWLRQ�DFURVV�WKH�RUJDQLVDWLRQ��7R�OHYHUDJH�WKH�QHZ�UROH�RI�PDUNHWLQJ�UHTXLUHV�D�FKDQJH�LQ�SURFHVV�RU�RSHUDWLQJ�VWUXFWXUH��HQDEOLQJ�PDUNHWHUV�WR�VKDUH�LQVLJKWV�TXLFNO\��7KLV�PHDQV�ERWK�WHFKQRORJ\�VROXWLRQV�DQG�WKH�FUHDWLRQ�RI�FURVV�IXQFWLRQDO�WHDPV��7KHVH�W\SLFDOO\�EULGJH�UHVHDUFK�DQG�GHYHORSPHQW��5'��RU�SURGXFW�GHYHORSPHQW�GHSDUWPHQWV�DQG�GHPDQG�FORVHU�FR�RUGLQDWLRQ�EHWZHHQ�WKH�PDUNHWLQJ��ÀQDQFH�DQG�LQIRUPDWLRQ�WHFKQRORJ\��,7��IXQFWLRQV����
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z Metrics for valuing marketing’s new value
are not uniform: many are company- or even
SURGXFW�VSHFLÀF��7UDGLWLRQDO�PHDVXUHV�RI�FXVWRPHU�DZDUHQHVV��DWWUDFWLRQ�DQG�UHWHQWLRQ�DUH�VWLOO�FRPPRQSODFH��EXW�FRPSDQLHV�DUH�WUDFNLQJ�WKHVH�PRUH�ÁXLGO\�DFURVV�FKDQQHOV�DORQJ�WKH�FXVWRPHU�OLIHF\FOH��2WKHUV�ORRN�WR�WKH�NH\�PHWULFV�VXUURXQGLQJ�LQYHVWPHQW�LQ�PDUNHWLQJ�WHFKQRORJLHV�RU�QHZ�FDPSDLJQ�VWUDWHJLHV�WKDW�DUH�GLUHFWO\�WLHG�WR�FRVW�VDYLQJV�DQG�UHYHQXH�JHQHUDWLRQ��6RPH�DUH�KDUQHVVLQJ�WKHVH�PHWULFV�WR�UHDOLVH�IXUWKHU�HIÀFLHQFLHV�JDLQHG�YLD�VKDULQJ�FXVWRPHU�LQVLJKWV�DFURVV�WKH�HQWLUH�FRPSDQ\��
z Marketing’s remit is expanding beyond
traditional lines, interweaving internally with
other company functions and externally with a
wider variety of customer touch-points.�$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
insights.�$OWKRXJK�VWLOO�LPSHUIHFW��WKHVH�WHFKQRORJLHV�DUH�UHVKDSLQJ�WKH�IXQFWLRQ�RI�PDUNHWLQJ�DQG�RSHQLQJ�XS�D�UDQJH�RI�QHZ�RSSRUWXQLWLHV��&02V�PXVW�HDUQ�JUHDWHU�UHOHYDQFH�LQ�WKH�ERDUGURRP�ZLWK�PRUH�FURVV�IXQFWLRQDO�XQGHUVWDQGLQJ�DQG�WKH�GHYHORSPHQW�RI�FORVHU�UHODWLRQVKLSV�ZLWK�RWKHU�PHPEHUV�RI�WKH�&�VXLWH��
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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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Henri Richard, former chief VDOHV�DQG�PDUNHWLQJ�RIÀFHU�DW�Freescale Semiconductor
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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
![Page 8: Visions in Marketing: Finding the signal through the noise](https://reader031.fdocuments.in/reader031/viewer/2022020208/55d523bfbb61eb6f118b45fb/html5/thumbnails/8.jpg)
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Hitachi Data Systems
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Customer insights to build customer
loyalty
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Case Study: Hitachi
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Asim Zaheer, senior vice-president of worldwide marketing at HDS
![Page 9: Visions in Marketing: Finding the signal through the noise](https://reader031.fdocuments.in/reader031/viewer/2022020208/55d523bfbb61eb6f118b45fb/html5/thumbnails/9.jpg)
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Customers drive product innovations at
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Customer feedback improves
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Diane Adams, CMO at FXI Limited
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At Bell Canada, customer insights led to
Mobile TV
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Sonus Networks redesigned to deliver
an “out-of-the-box” experience
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Dominic Mercuri, TD Bank’s CMO
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Wes Durow, vice-president of global marketing at Sonus Networks
![Page 12: Visions in Marketing: Finding the signal through the noise](https://reader031.fdocuments.in/reader031/viewer/2022020208/55d523bfbb61eb6f118b45fb/html5/thumbnails/12.jpg)
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Information drives cost management
and customer satisfaction at Austrian
Post
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- Thomas Bissels, head of sales and marketing for parcels and logistics at Austrian Post
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Expanding the role of marketing
within the company, as well as
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