how technology defines marketing’s ultimate destiny within the enterprise

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© Copyright Ovum 2015. All rights reserved.

How technology defines Marketing’s ultimate destiny within the enterprise

Gerry Brown, Senior Analyst, Customer Engagement

[email protected]

2© Copyright Ovum 2015. All rights reserved.

Agenda items

1. Evaluate Marketing’s role in the enterprise

2. Map digital technologies to marketing challenges

3. Plan for modern marketing technology adoption


So where am I coming from?

Gerry: Analyst – digital (marketing) technologies (was CRM & Analytics); ex … agency entrepreneur; Marketing Director (Hyperion & MicroStrategy); CIM post-grad marketing lecturer, ICL Fujitsu, Xerox

Ovum: largest European Tech analyst vendor; Telecoms and digital media specialisms

Informa: $1.8Bn revenues; 6,500 employees; portfolio of publishing, exhibitions, conferences, and market intelligence companies


So what is ‘marketing’ anyhow?

Satisfying customer needs, profitably

Events

PromotionsComms


How is ‘marketing’ measured?

Revenue growth and long term profitability

Clicks

What bosses think of us

Activity


Familiar CEO perceptions of marketing

Marketing drives revenue growth and

builds customer loyalty

Marketing is a business support

activity

Marketing presents us in the market and

creates new customer awareness

Marketing is a necessary cost of doing business


4 different CEO perceptions of marketing

Sales Support

Marcomms

Operational

Strategic

Organisational Contribution

Marketing

Management

Empowerment

B2B B2C


A word from the master . . .

“I avoid clients for whom advertising is only a marginal factor in their marketing mix.

They have an awkward tendency to raid their advertising appropriations whenever

they need cash for other purposes. I prefer clients for whom advertising

is the breath of life. We then find ourselves operating at the indispensable

heart of our client’s business, instead of on the frivolous fringe. . . . the most

lucrative accounts are products of low unit cost, universal use, and frequent purchase

… rather than high-priced durables.”

David Ogilvy, Confessions of an Advertising Man, 1963


Being market oriented


EY C-Suite Research on CMOs & CSOs effectiveness


What the Board really thinks of CMOs and CSOs


Modern marketing’s complexities – and tech solutions

CMO challenges

Many channels

New competitors

Many stakeholders

Customer expectations

Many products and

services

Shorter product & market life

cycles

Fragmented & merging markets

Listening & Responding

Campaigns & Maintenance

Analytics & Reporting

Attribution & ROI


Digital Marketing Schema 1.0

Enterprise Content & Data

Marketing Automation

Web site optimisation

Connected Customer

Omni-ChannelCommunicationsX X X


Digital Marketing Schema 2.0

Enterprise Content & Data

Performance Marketing

Analytics & Personalisation

Connected Customer

X-Channel Communications


The goal: a ‘conversational’ communications approach

Conversational Wave

2-way customer comms

Cross-Channel

Stimulus driven

responses

‘Adult to adult’

Visual not textual

Content-driven

Transparent & open

Contextual


5 essential digital strategies

Digital transformation

Customer Experiences

Customer Journeys

X-channel Comms

Customer Data


Customer communications roadmap to 2020

2020

2016

Digital rationalisation &optimisation

Omni-channelCommunications

PersonalisedX-Channel

CommunicationsMarketing / Sales

/ Service Data Integration

Integrated Mobile& Social


Digital tips & techniques from visionary CMOs & CTOs

Learn from what other businesses have done

Business requirements 1st; digital 2nd; and then test

Look beyond CRM data for a 360 degree view

Needs generalists who can do digital and offline - multi-discipline, thinker-makers with 50% data : 50% creativity skills

Migrate tech specialists into generalist skills. Need both tech R&D and digital operations in Marketing

Curiosity, passion, and personality are key recruitment criteria


The key take-aways

Marketing is a misunderstood practice - Internal Marketing and Marketing

positioning and image management is required

Technology addresses Marketing’s complexities – and enables marketing

attribution and fact-based evidence for the Board and other leaders

Align with Digital Marketing Schema 2.0 and Conversational Wave

Use Ovum’s 5 essential digital strategies and customer

communications roadmap to guide priorities

Remember . . . digital is all about people and change management


Thank you so much for listening!

Now: Q & A

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