marketing management consultants
Aligning your digital marketing to marketing
TrinityP3 Webinar SeriesPresented by Anton Buchner
Webinar 6Date: Wednesday October 21
marketing management consultants
The digital big bang
marketing management consultants
The digital big bang
90% of the world’s data has been created
in the last two years
marketing management consultants
However beware the digital divide
marketing management consultants
Top 6 forces at play
1Competing
business unit INTERESTS
(PRODUCT, SALES & MARKETING SILOS)
2Disjointed digital
KPIs& PERFORMANCE MEASUREMENT
4CUSTOMER
CENTRICIYwithout total
marketingtransformation
3New digital vernacular
and misunderstandi
ng
5TECHNOLOGY
VENDORS, AND
BIG DATA OVERLOAD
6TRANSPARENCY,
AND ISSUE OF
TRUST
marketing management consultants
Themes From Stakeholders
“scrambling and always looking back at numbers”
“not sure who’s responsible for what with our digital activity… and there’s no clear,
coherent plan of how to get there”
“we’ve started campaign prioritisation however we don’t see clear actions being
shared and communicated
“no one looks at the reports. There are too many pages and numbers without any
insights or recommendations”
“it’s clear - there is confusion on how we’ll achieve the targets and how each project
is delivering to meet those targets ….there are too many rats and mice
projects”
“We’re not utilising data from multiple touch points to find relevant insights that can be
executable”
marketing management consultants
4 tectonic trends
1
Putting customers at
the core.
Rise of the Chief
Customer Officer (CCO)
2
The need for consistency
across channels.
Rise of the Customer
Experience Officer (CEO)
3
The need for a bridge
between IT, Data and
Marketing.
Rise of the Marketing
Technologist
4
The need for emotional
connection.
Need for structure,
process and cultural
transformation
marketing management consultants
Customer marketing transformations
marketing management consultants
Time to align
marketing management consultants
Align
Strategy Structures Processes Suppliers
Inte
rnal
Ext
erna
l
marketing management consultants
Align
Strategy
marketing management consultants
Align to purpose
marketing management consultants
Align objectives
Data
DigitalMarketing
Business
Objectives are to focus the business as a whole.
Marketing objectives are to deliver on the business objectives (ie: enter market and capture X% market share). Think: FROM / TO.
Goals are more specific. They’re what you need to do to achieve your objectives and reflect specific strategies (ie: to sell more you need to demonstrate innovation, improve relationships, become a thought leader etc)
Key performance indicators (KPIs) are the measurable value that demonstrates how effectively a company is achieving its objectives. They’re metrics used to measure performance to see if you’re on track.
marketing management consultants
Align to customer needs
Prospecting
Acquisition
CRM
Consumer centricity$$$$
Customer centricity$$
Digital ecosystem
marketing management consultants
Differential marketing
A - VIP experiencesB - Switch offersC - Upsell valueD - niche targeting
marketing management consultants
Align
Structures
marketing management consultants
Transformation from silos…
Brand & Comms
Digital& Social
Technology & Delivery
Experience & Innovation
Product &Sales
Digital?
Data & Insights
marketing management consultants
…to centricity Customer centricityDelivering business growth
Customer
C-suite
Board
BehavioursPerformance metrics
InsightsAdvocacy
Bottom line growth
Employee engagement
Channels
Marketing
Touchpoint experiences
Technologies
marketing management consultants
Customer cohort focus• Retail best practice (product, strategy, communications, social &
content in distinct teams based on the customer journey).• With clear KPIs and focussed roles and responsibilities.
Team 1 Brand reach, awareness and engagement
Team 2Prospect engagement, lead nurturing, and sales conversion
Team 3Onboarding to brand, product & service world
Team 4Upsell, cross sell and other financial value shifts
Team 5Retention, advocacy and VIP
marketing management consultants
“Holacracy”
marketing management consultants
Align
Processes Suppliers
marketing management consultants
Transformation & maturity stages
marketing management consultants
Process and performance improvement
• From linear to effective business performance
Business plan - objectives
Customer marketing - objectives
Customer insights through data & behaviours
Customer marketing plans & prioritisation planning
Effective alignment
prior to execution
Clear customer marketing measures to achieve business objectives and common purpose.
Campaign learnings & optimisation (in and post campaign)
Utilise data insights to drive planning.Planning alignment and prioritisation process
Aligned customer value proposition and channel approach.
Clear roles, responsibilitiesSolution for agility / proactivity
Aligned reporting, optimisation and value analysis.
Media StrategyPlanningTrading
Digital StrategyPlanning
Optimisation
Content StrategyConcept
Execution
marketing management consultants
Align teams to campaign processes
Stage 1 output:
Ready to brief Digital + Media + Creative +
Call centre
BriefScoping
Steps 1 - 6
Stage 2 output:
Ready to create assets
Planning& ideation
Steps 7 - 11
Stage 3 output:
CreateGo live, optimise
CreationExecution
Steps 12 - 20
Stage 1 Stage 2 Stage 3
marketing management consultants
Clarity & governance
Requirements: Customer Experience
Proposition and
insights
Brand and Comms
Technology and Delivery Digital External
Supplier
Digital strategy own influence influence influence influence
Data insights own influence
Customer segmentation influence own influence influence influence
Channel and communications strategy
own influence own influence influence
Communications execution influence own influence
Results reporting and analysis influence influence own influence influence
Technology and automation influence own influence influence own
marketing management consultants
$2,000 88%
Focus on insightful metrics
10 hours 29 minutes
+
marketing management consultants
Process impacts culture
marketing management consultants
Align
Strategy Structures Processes Suppliers
Inte
rnal
Ext
erna
l
marketing management consultants
Need help to align?
marketing management consultants
TrinityP3 Webinar SeriesNovember 11: The challenges for Marketers in a carbon constrained future
November 25: Super charge your agency with incentive based remuneration
http://www.trinityp3.com/product-category/webinars/
marketing management consultants
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+612 9964 9900
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