b2c and b2b vision
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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%
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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 today’s 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
ties
Pote
ntia
l Res
ults
Search Engine Optimization
Search Engine Marketing
Social
+5% - 9% of Organic and Social Traffic
+10% - 25% of Conversion rate
+21% - 48% of increase of leads
+Physical traffic and sales on stores and services (diffiCult to atribute)
Decrease of bounce rate
Increase of pages visited by users
Generates constant flow of visits to the website, increasing the number of leads and conversions, since the customers is
in context of the offer
Conversion Flow Optimization
Assisted Sales and Service
Channel / Site Analytics
Personalization
Customer Journey Analytics
Copyright © 2015 Accenture All rights reserved 19
The Accenture Click to Close framework integrates marketing, Analytics and digital sales assets based on sales leads qualification, digital campaigns execution and assisted sales management
Illustrative
Data
Internal batch data - Customers
Real Time / NRT data form
commercial interactions
External batch data - Prospects
Lead Qualification. Scoring
Lead Distribution
Lead Nurturing
Follow up
Lead Management
Real Time decision engine/hub
Interactions management & prioritization tools
Decision
Business Layer : the user can define (eg target), plan, priorize and
execute inbound and outbound campaigns based on batch
information
Intelligence
Real Time
Batch
Analytics Layer : qualification and
prioritization according to customer and context information: operations events, navigation logs, complaints, interactions
Analytics Layer: pre-qualification with batch information
Action
Inbound channels
Outbound channels
Channels present recommendations and
capture system and customer responses
Integration of a decision hub with
analytics for inbound and outbound
processing
Click to close
Copyright © 2015 Accenture All rights reserved 20
SO, WHAT MARKETERS NEED FOR DIGITAL MARKETING IS THE STATE OF THE ART
TECHNOLOGY FOR SEAMLESS EXPERIENCE …
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…BUT THIS IS WHAT THEY GET!
AGENDA
01
02
03
Relevancy of Digital Marketing
How to enable Digital Marketing
Looking forward
Copyright © 2015 Accenture All rights reserved Copyright © 2015 Accenture All Rights Reserved. 23
Digital experiences have redefined people expectations as consumer, investor, buyer, marketer, ... B2B and B2C have converged in terms of experience expectations.
Copyright © 2015 Accenture All rights reserved 24
Solutions to address both B2B and B2C are same in nature and importance
dos buyers B2B fazem pelo menos uma pesquisa online antes de se decidirem
98%
B2B BUYERS FOLLOW CONSUMER (B2C) PATTERNS:
Copyright © 2015 Accenture All rights reserved
DIGITAL MARKETING EXPERTS
DIGITAL MARKETING SOFTWARE
25
SO TO GET BETTER RESULTS, THERE IS THE NEED TO WORK TOGETHER, AND SOFTWARE IS KEY…
MARKETING DIGITAL B2C and B2B Vision
10th December 2015
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