B2C and B2B Vision

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Transcript of B2C and B2B Vision

  • MARKETING DIGITAL B2C and B2B Vision

    10th December 2015

  • Copyright 2015 Accenture All rights reserved

    AGENDA

    Relevancy of Digital Marketing

    How to enable Digital Marketing

    Looking forward

    01

    02

    03

  • Copyright 2015 Accenture All rights reserved

    Digital to Increase business or be more efficient? A non-trivial matter of mind-set

    3 Source: CEO Briefing 2015 From productivity to outcomes, Accenture and The Economist Intelligence Unit

  • Copyright 2015 Accenture All rights reserved 4

    Interacting in Digital channels is necessary to be relevant in business B2C and B2B

  • Copyright 2015 Accenture All rights reserved

    51% rely much more on other people's experiences/reviews to inform decisions

    69% agree making much better-informed decisions about providers

    66% say the number of companies into consideration increased significantly

    59% are more likely to switch from one provider to another

    Compared to 10 years ago Today

    88% use at least one online channel when prospecting, vs. 78% five years ago

    65% say speed and convenience drive digital adoption across their lifecycle

    41% want more digital interactions than proposed by providers

    73% find it normal to be able to retract from a purchase after a defined period

    5

    Expectations of consumers and buyers has changed and Digital is a key part of equation

    Source: Accenture Research, 2014

  • Copyright 2015 Accenture All rights reserved

    ** New question included in 2014 * New industries included in 2014

    Base size: Respondents who made a purchase / subscribed to a service in at least one of the mentioned industries, within the past six months

    Global Hotels and Lodging

    Wireless Services Providers

    Retail Banking / Financial Services Providers

    * Gas & Electricity

    Utility

    Consumer Electronics Manufac-

    turers

    * P&C Insurance * Health-care

    Consumer Goods

    Retailers

    Corporate websites of providers 29% 28% 28% 36% 33% 29% 29% 27% 21%

    Online information from Social Media sites 19% 17% 23% 25% 19% 19% 17% 18% 14%

    Online information from expert review sites, product/service comparison sites 28% 28% 29% 33% 29% 28% 27% 26% 21%

    Online ads such as banners, pop-ups, or linked to search queries 12% 9% 14% 17% 13% 10% 12% 11% 8%

    Advertising on TV, radio or in newspapers/magazines 17% 12% 20% 23% 18% 14% 19% 16% 14%

    Direct mailings or telemarketing 8% 6% 8% 12% 11% 5% 9% 8% 7%

    In-store/in-branch information / Professional (e.g., doctor, nurse, health insurer) referral 23% 14% 26% 30% 21% 23% 23% 22% 19%

    Word of mouth 25% 23% 27% 30% 23% 23% 26% 27% 20%

    Online reviews and comments from other consumers on sites 26% 29% 23% 31% 27% 27% 26% 22% 19%

    I did not look for additional information 13% 14% 10% 9% 13% 10% 15% 15% 22%

    6

    When it comes to evaluating products and services, digital channels are key

    Source: Accenture Research, 2014

  • Copyright 2015 Accenture All rights reserved

    The weight of these channels on the buyer

    decision process for B2B is already dominant. Depending on your

    specific market, variations exist, critical to consider

    11% TELEVISION

    31% DIRECT MAIL

    33% COMMERCIAL CONSULTANTS

    33% CATALOGUES

    39% PROFESSIONAL

    EVENTS

    41% INDUSTRY

    ORGANIZATIONS

    71% INTERNET

    51% BRAND SITES

    73% SEARCH ENGINE

    45% ONLINE REVIEWS

    42% PROFESSIONAL INDUSTRY SITES

    Source: eMarketer and Accenture research, 2014, 2015

    In the case of B2B, Digital channels already have a dominance in how much they affect buyer decisions

    7

    even if we speak of B2B

  • Copyright 2015 Accenture All rights reserved Source: Channel Shift: Measuring B2B Efforts to Shift Customers Online, Accenture June 2015go 8

    Specific B2B digital channels matter more

  • Copyright 2015 Accenture All rights reserved Source: Channel Shift: Measuring B2B Efforts to Shift Customers Online, Accenture June 2015 9

    Shifting B2B organization also at pace

  • Copyright 2015 Accenture All rights reserved Source: Channel Shift: Measuring B2B Efforts to Shift Customers Online, Accenture June 2015 10

    delivering results at a B2B level as well

  • AGENDA

    01

    02

    03

    Relevancy of Digital Marketing

    How to enable Digital Marketing

    Looking forward

  • Copyright 2015 Accenture All rights reserved 12

    Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers.

    SO, WHAT IS DIGITAL MARKETING?

  • Copyright 2015 Accenture All rights reserved

    You need to personalize to consistently attract and convert

    13

    To succeed in todays digital environment, firms must deliver smarter, more-customer-centric interactions that feel like they

    were tailored for each user and his or her specific set of circumstances. It must be more dynamic and more predictive

    than current personalization techniques.

    Source: Advance to Next-Generation Personalization Forrester Research, Inc., January 13, 2014.

  • Copyright 2015 Accenture All rights reserved 14

    While the norm is still

  • Copyright 2015 Accenture All rights reserved 15

    we talk of this sort of approach

  • Copyright 2015 Accenture All rights reserved 16

    From Traditional Funnel to Accenture Nonstop-Customer Experience Model B2B view

    Accessible More knowledge and

    persuasive influence empower stakeholders to self-diagnose

    and blur roles along the journey

    Continuous Evaluation, not purchase,

    is central, all stakeholders converge towards it, while each

    is constantly exposed to own experiences

    Dynamic Stakeholders move along

    multi-directional paths with B2C agility & speed, able to influence

    each journey stage

    Discover

    Consider

    Purchase

    Use

    Evaluate

    Discover

    Consider

    Evaluate

    Purchase

    Use

    Evaluation loops

    Openly accessible content

    Brand-controlled content

    Discover

    Consider

    Evaluate

    Purchase

    Use

    Expectation Reality

    Promise Delivery

    Open content & channels

    Branded content & channels

    Partner channels (resellers, VARs, OEMs), industry/trade organizations, Off board social media, governmental agencies Sales-/field force, Inside Sales, Stores/repair center, Website, Onboard Social Community, trade shows

    Discover

    Purchase

    Consider

    Evaluate

    Use

    Disconnect

    Procurement

    C-level deciders

    Business Units/Users

    IT department

    Stakeholders:

    Discover

    Consider

    Purchase

    Use

    Evaluate

    Discover

    Consider

    Purchase

    Use

    Evaluate

    Discover

    Consider

    Purchase

    Use

    Evaluate

    Discover

    Consider

    Evaluate

    Purchase

    Use

    Evaluation loops

    Openly accessible content

    Brand-controlled content

    Discover

    Consider

    Evaluate

    Purchase

    Use

    Expectation Reality

    Promise Delivery

    Expectation Reality

    Promise Delivery

    The new customer experience model

  • Copyright 2015 Accenture All rights reserved 17

    Discover

    Consider

    Purchase

    Use

    Evaluate

    Discover

    Consider

    Purchase

    Use

    Evaluate Expectation Reality Promise Delivery

    Source: Accenture B2B Customer Experience Research, 2014

    More knowledgeable/ self-directed; want more

    specific expertise (72%)

    Higher expectations for product /solutions quality

    (75%)

    Require more agility, flexibility & response

    speed (72%)

    Want tailored solutions based on their needs

    (73%)

    Advanced Sourcing & Procurement with more decision influence (67%)

    Always monitor/evaluate suppliers, require ongoing

    engagement (70%)

    Become much more price-sensitive

    (73%)

    Procurement C-level deciders Business Units/Users IT department

    Stakeholders:

    Stakeholders expect more consumer-like

    interaction & convenience (72%)

    More decision stake-holders with distinct needs/goals (67%)

    Higher expectations for customer service

    (76%)

    Business customer changes with highest impact on Selling and Service (% very high/high impact cross industries)

    Changes in stakeholder behaviors drive now

  • Copyright 2015 Accenture All rights reserved 18

    ADVOCACY LOYALTY PURCHASE PREFERENCE CONSIDERATION AWARENESS

    IN DIGITAL, THERE ARE CAPABILITIES TO MANAGE THE CUSTOMER JOURNEY, END TO END

    Content Management

    Social

    Email & Mobile Marketing

    CAR

    Cap

    abili