vertic overview - b2b
Post on 27-Jan-2017
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AWARENESS
DEMAND
GENERATION
CHANNEL
MARKETING
eCOMMERCE
READINESS /
TRAINING
SOCIAL MEDIA
INTEGRATION
Social Media Casestudy: Facebook onnect
Center
http://www.energytransparency.com/philips
Social Media Casestudy: Facebook onnect
Center
http://www.energytransparency.com/philips
Social Media Casestudy: Facebook onnect
Center
http://www.energytransparency.com/philips
http://promo.verticportals.com/danskebank (login: verticir)
Center
Have rich-media in the first
instance to give generic high
level benefits, and introduce the
value proposition
Then use sliding bars and
interactive needs-analysis to
segment and qualify user’s
priorities. Subsequent content
dynamically changes per the
user’s answers.
Search Engine
Analysis
Demand
Supply
SEO
Mismatch between Search
demand and digital assets
CNA*
Combined analysis of Search
demand and user generated
content
DIGITAL IQ
Social Assets
Analysis of company owned
digital social media assets
Competition and
Third Party
Analysis
Social
Media
Monitoring
= Identifying areas of opportunity
CNA = Customer Needs Analysis
COMPETITOR = Digimind
SMM = SDL SM2 / Radian6
SEA = SEMrush, SEOmoz
Demand
&
Supply
26
Question to solve
• Siemens is looking to communicate the added value of
their products, such as better lifestyle, light, air and
interior design, to increase sales of their premium
products and accessories.
• Siemens is looking to influence the target groups,
primarily businesses, to choose higher value products
when deciding on which and how to …
• Siemens is seeking to establish a data based approach
to determining the consumers decision journey for
choosing a product from either Siemens or a
competitor Siemens.
• Siemens wishes to collect data to test whether and/or
how the category actually discusses the added value
aspects of products such as better lifestyle, lighting and
interior design i.e. collect data on the voice-of-the-
customer.
Siemens’s situation
How can Siemens establish a deep insight into the customer decision journey,
through digital monitoring, in order to ensure internal commitment and prioritize
future digital marketing activities?
• How customers decide on an actual category purchase is still largely
unidentified in the market, presenting an opportunity for Siemens to increase
value sales, but also constitutes a risk for Siemens through competitors
potentially taking advantage of opportunity gaps in each market.
External challenge
• Individual Siemens markets view their customers to be unique in
characteristic, which complicates roll-out of centralized digital marketing
initiatives across markets.
• The possibilities of digital marketing insights is still to be established within
Siemens, in order to gain commitment from Siemens marketing and ensure
full integration of digital channels.
Internal challenge
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