how digital is transforming marketing by alex mari
TRANSCRIPT
HOWDIGITALISTRANSFORMINGMARKETING
AlexMari-GlobalDirectorDigitalMarke0ngatSonova
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It’s about rela.onships
Customer = Marketer
Technology = Enabler
Marke.ng = Rela.onship
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Towardsanewdefini2onofmarke2ng
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‘Constantly exploit digital marke.ng technologies to create new sources of value for
customers and consumers’
All companies want to be become: 1. Consumer-centric 2. Service-oriented 3. CX leader
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This isn’t a technology problem
Mainobsession:Howdowecreateconsumer&customerin0macy?
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Content & Communica.on
Data & Insights
Seamless Care Experience
HEALTHCARE MARKETING
TECHNOLOGY
Convergence of Healthcare, Marke.ng & Technology
Products & Services
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Treat your customers as you [the manager] would like to be treated
Treat customers as they wish to be treated
Treat others how you want to be treated
Create a 360° customer
view
Develop ac.onable
insights
Personalize brand
experiences
Contextualize marke.ng messages
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Evolu.on of the golden rule
2
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Goal: To gain a 360° customer/consumer view
1. Break down silos across channels
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2. Break down silos among customer-facing departments
Goal:Todesignfric0onlesscustomerjourneyssupportedbymarke0ngtechnologies
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Rela.onship is the magic formula
Mutual Trust, Commitment & Respect
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MarTech is not the magic formula
Adapted from Knapp (1994)
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Brand In.macy to Brand Equity
Brand A_achment precisely predicts companies’ reported sales, brand purchase share and market share
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1. CONSOLIDATE the online presence (AWARENESS)
2.CATCH the consumer a_en.on (ENGAGEMENT)
3.CLOSE the deal with consumers (ACQUISITION)
4.CONNECT with consumers over .me (RETENTION)
4Cs Model - Digital Marke.ng Objec.ves
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The Agile Digital (Marke.ng) Department
Goal:Tobuild1:1rela0onshipsatscale
Experience
Communica.on
Mari (2016)
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360° consumer view
+ Personaliza.on + Contextualiza.on
Rela.onship Management (1)
Mari & Rohner (2016)
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Augmented Rela.onships: Infinite CRM loop
(2) Campaign Management
(3) Service Management
Where is the MarTech func.on? Who is responsible for BX?
Alex Mari Global Director Digital MarkeXng at Sonova Zürich (Switzerland) [email protected] linkedin.com/in/alexmari
www.martechconf.com