A bit about ourselves
• Started out in October 2007, as Responsys Asia, an email campaign platform
• May 2010 we became KatalystM, an email campaign consultancy
• May 2012 ‘pivoted’ to become a full blown marketing agency, specialising in customer experience and marketing automation
• Offices in Singapore and Philippines
• Operating on the cutting edge between marketing and technology
• Specialising in high end, scalable Marketing Automation platforms (ExactTarget, Responsys, Eloqua, Radian6, Tripolis, etc.)
• Successful clients and case studies across Asia and ANZ, particular focus on regional clients
The Modern Marketing Practice
Customer Experience
Total LifecycleMarketing
Customer RelevancyAnd loyalty
MarketingAutomation
OUR STORYHow to future proof your agency?
FROM PRODUCT CENTRIC TO CUSTOMER CENTRIC
THE MARKETING MEGA TREND, 1980s – 2030s:
TRADITIONAL MARKETING:PRODUCT CENTRIC
We now live in the Era of YOU:
MARKETINGIS BECOMINGCUSTOMER CENTRIC
Technology speeds things up- Cloud, Mobile
The consumer is becoming empowered…
(S)he’s now in charge…
… And this changes everything
… In the life of a marketer
• The marketer no longer initiates campaigns – the consumer does!
• … The marketer becomes a traffic controller
• Staying relevant to each individual consumer is paramount
• … Which in turn means it’s all about data
• … And more importantly, using that data
• You no longer identify audiences – you identify personas
• You are no longer a copywriter – you’re a storyteller
• … You are in the business of maintaining personal relationships with a whole bunch of people
For instance:Different approachto campaigns and your Next Big Win
INSURANCE CASE: Growth of Retained Customers overtakes New Customer Growth
No. of Policy Renewals growth overtake New Policies growth
2011 2012 2013 2014
Retained
New
Incremental acivities, automated: lasting results
Do we need another Renaissance Man?
THE VISIONARY
THE TECHNOLOGIST
THE OPERATIVE
THE STORYTELLER
MODERN MARKETERS NEED BOTH THEIR LEFT AND THEIR RIGHT BRAIN
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