Post on 13-Nov-2014
description
Jos Caelers Digital Marketing group October 13, 2011
Digital Marketing Enabling growth for Philips
Confidential Digital Marketing group, October 13, 2011
Founded in 1891 Headquartered in Amsterdam, the Netherlands
Sales over EUR 26 billion (USD 33 billion) Over 30% in emerging economies
>118,000 employees Sales and service outlets in over 100 countries
Globally recognized brand (world top 50) Our brand value almost doubled to $8.1bn since 2004
€1.8 billion investment in R&D, over 6% of sales 55,000 patent rights – 33,000 registered trademarks – 49,000 design rights
A well-respected, blue-chip company for over 100 years
Confidential Digital Marketing group, October 13, 2011
11% 15%
42%1
37% 35%
28%
Healthcare
Lighting
Consumer Lifestyle
Components
Semiconductors
Business electronics
Origin
Building a leading company in Health and Well-being
2009 indicative sales split
Over the past decade we have fundamentally simplified our business portfolio, investing proceeds from disposals in our Healthcare, Consumer Lifestyle and Lighting businesses
7%
13%
9% 3%
1998 actual
sales split
1 - Consumer Lifestyle in 1998 includes the former DAP and CE divisions
Confidential Digital Marketing group, October 13, 2011
Aging population The number of people aged over 60 will double from 500m today to 1 billion by 2015.
Emerging markets 99% of future population growth will be in emerging markets. Emerging markets already produce 28% of global GDP.
Empowered consumers Demanding solutions to fulfill their personal needs.
Climate change and sustainable development 19% of global electricity consumption is used for lighting. We can save 40%...or 600 power stations worth of energy!
Our Health & Well-being portfolio leverages critical global trends
Confidential Digital Marketing group, October 13, 2011
Our brand promise
Designed around our customers
Easy to experience
Advanced
Confidential Digital Marketing group, October 13, 2011
Marketing strategy Example Healthcare
• Strengthen our brand in Healthcare
• Create more promoters
• Focus on clinical staff/management
– high interest in communities
• Build relationships
• Facilitate dialogue
• Be trustworthy/credible
• Focus on strengthening existing relationships
– 70% of revenue comes from services
Confidential Digital Marketing group, October 13, 2011 7
Philips LinkedIn Survey findings
Innovations in Lighting group: • Awareness (+20 pts), key
attributes for “meaningful innovations” (+17) and “authoritative voice” (+8) and purchase consideration (+3)
Innovations in Health Group • Awareness (+28 points),
purchase consideration (+7 pts) and attributes for “meaningful innovations” (+6) and “an authoritative voice” (+7)
• The group on LinkedIn allowed Philips to build a large community of people within their target audience
• The people who joined the group are more influential than the average person within the target
• People who are part of the community have a more favorable impression of Philips
Confidential Digital Marketing group, October 13, 2011 8
Sales
Traditional Marketing and Sales funnel
Marketing
Confidential Digital Marketing group, October 13, 2011
• Digital bridge that need to be constructed between Marketing and Sales
9
Sales
Digital Marketing @ Philips
Marketing
Digital bridge
Confidential Digital Marketing group, October 13, 2011 10
Digital bridge
In order to realize this a number of pre-conditions need to be brought in place:
• Handshake M&S: clear agreements on roles and responsibilities
- Single database: clear definitions on what is a qualified lead, what customer insight is needed
- Define End2end processes and measurement: Avoid sub optimization
- Social integration: In order to provide a 360 view social is key as a lot of conversation take place there (open or in closed environment)
Confidential Digital Marketing group, October 13, 2011 11
Philips has build many best in class components for online marketing enablement
Search engine marketing platform
Email marketing platform
Online Advertising
platform
Website
Behavior targeting solution
Measurement platform
Forms CRM / Lead platform
Community platform
Social presence
Lead qualification call
center
Confidential Digital Marketing group, October 13, 2011
Pain points have been identified regarding B2B marketing….
12
Intelligent Marketing Automation addresses critical pain points and build the digital future
We lack a platform that connects all components seamlessly together
• Easy to create multi-touch point campaigns
• Easy to deploy customer nurturing strategies
• Integrated to deliver end-to-end experience to customer
We lack speed in adopting new technologies
• E.g. social login, call center integration…
We lack insights
• Customer insights based on all customer interaction
• Holistic campaign reporting
Objectives of the Intelligent Marketing Automation (IMA)
• Empower the business marketing employees to run automated marketing campaigns independently
• Provide deep customer insight during the end-to-end process from marketing to order
Example capabilities provided by IMA
• Target the right buyer
• Get the right leads for sales
• Nurture leads automatically
• Deliver sales intelligence
• Do more with less
• Measure everything
• Easily execute campaigns
• Revenue performance
management
…. which will be addressed by the new Marketing Automation program…
… to deliver best-in-class capabilities to Philips marketeers and sales
Confidential Digital Marketing group, October 13, 2011 13
A gradual approach with simultaneous innovation and deployment track
Confidential Digital Marketing group, October 13, 2011 14
Lessons learned
Positive • Integration of different touch
points and measurement of effectiveness
• Shows that IMA can stretch the interactivity around an event (pre, during and after)
• Good insight on the impact on process, system and people
• Pilot experiences provide a good starting point for change management
Improvements • Involve sales from the start;
Marketing adds not only value to the sales funnel but also contributes to decision support
• Lead scoring/ Qualification should be part of the process to be able to transfer the leads
• More information on the local organization needed upfront (business readiness assessment)