Shift Gear in Marketing - MRMLOGIQ 2012
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Transcript of Shift Gear in Marketing - MRMLOGIQ 2012
Shift Gear in Marketing How Marketing Operations serves your most valuable asset:
Your customer.
© www.mrmlogiq.com 2004-2012
Marketing finds itself in the most promising period ever.
Globalization and technology
spark a flame of opportunities.
© www.mrmlogiq.com 2004-2012
All opportunities center around the unprecedented possibilities
to engage with customers.
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Now Good companies
have the best customers
and deliver the most memorable experience.
Then Good companies
have the best products
and show the most memorable advertising.
© www.mrmlogiq.com 2004-2012
Now Good marketers
are smart listeners.
Then Good marketers
are smooth talkers.
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Now New technology
facilitates the sharing of experiences.
Then New technology
facilitates the management of products.
© www.mrmlogiq.com 2004-2012
Now Marketers are process driven.
They create dialogues
and guide customers to relevant content.
Then Marketers are project driven.
They create campaigns
and target the potential audience.
© www.mrmlogiq.com 2004-2012
To Customer focus
Listening
Ongoing activities
Process orientation
Automated tasks
“Big” data handling
From Product focus
Talking
Ad hoc activities
Campaign orientation
Manual tasks
Limited data handling
Marketers need to
SHIFT!
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When you systematically listen to individual customers
all kinds of new and raw data will enter the company.
Soon, most data in your company will not be about you.
It will be about your customers.
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Companies which are best equipped to listen to
and translate customer requests
into relevant ideas, messages and offers will prosper.*
* Ask the dodo for the options in plan B.
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To anticipate this marketing shift and data explosion,
leading IT companies have bought leading marketing technology companies.
These marketing techology functions as the epicenter of Customer Touchpoint Management.
€ $ £ © www.mrmlogiq.com 2004-2012
A company that wants to establish processes
to listen to individual customer requests,
needs to automate tasks and handle big data.
To serve your most valuable asset, your customer, you need:
1. A Marketing Operations team
2. A Marketing Operations platform
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A Marketing Operations team: drives the marketing infrastructure,
enables marketing to engage with individual customers,
fuels company revenue.
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A Marketing Operations platform: delivers the marketing engine,
facilitates and directs the customer dialogue,
fuels company revenue.
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Business tools
&
Software tools…
create Operational
Excellence in Marketing
and…
“manage the marketing
strategy by the minute”
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Operational Excellence in
Marketing
Creates Efficiency
Lowering the investment
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Facilitates Effectiveness
Increasing the return
Embeds Compliance
Lowering the risk
If Marketing Operations becomes more mature,
marketers estimate they can reduce
their investments by
18%
less wasted resources
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If Marketing Operations becomes more mature,
marketers estimate they can increase
their returns by
11%
extra seized opportunity
© www.mrmlogiq.com 2004-2012
Marketing is the least efficient
process in business today, while
at the same time being one of
the most important
Robert Shaw & Philip Kotler
The potential for Operational Excellence in Marketing is enormous.
To group and align your marketing around the customer you need to have...
a Marketing Operations Team
a Marketing Operations Platform
© www.mrmlogiq.com 2004-2012
© www.mrmlogiq.com 2004-2012
For questions regarding
this presentation contact:
Read more about the importance of Marketing Operations and Marketing
Technology at our blog:
www.MarketingGovernance.com