composition center business value. the distributed marketing problem 2
Post on 26-Dec-2015
215 Views
Preview:
TRANSCRIPT
Consumers
Marketing Services
Legal Dept.Campaign
ManagementMarketing Operations
MARKETINGCaseloads are growing rapidly, but staff and funding are not; experienced workers are leaving
PR/Marketing
Marketing Agencies
Poor visibility of marketing asset developmentNo overview of the development process
Slow to communicateLose competitive advantage with currentdistribution mechanisms
No understanding of campaignsNo knowledge of asset usage
Time consuming rights managementAbsence of rights management
Inconsistent messagingNo localization for different markets/regions
Lack of brand controlInconsistent usage of brand
Partners
Distributed Marketing & Sales
Creative Services
CONTENT OWNERS
Marketing Agencies/Creative
Consumers/Partners
Marketing ServicesMarketing Services
Legal Dept.
Campaign Management
Marketing Operations
MARKETINGCaseloads are growing rapidly, but staff and funding are not; experienced workers are leaving
PR/Marketing
Real-time collaboration with all parties involved in asset production
Integrated campaign and digital asset management process/support
Single system provides global visibility over all marketing assets, rights and usage
Deliver integrated campaigns for multiple products and regions simultaneously
Real-time understanding of asset availability, rights and usage conditions
Easy for sales to communicate brand material and collateral
Distributed Marketing and Sales
Integrated web experiences meet local marketing needs
CMO
Manage communications effectively and rapidly with
customers?
CIO
Reduce cost and complexity of multi-channel content and
distribution?
COO
Collaborate across different departments
on the same document?
VP Customer Service
Provide consistent information across all
channels?
Compliance Manager
Respond quickly to compliance and
regulatory demands?
Brand Manager
Ensure Brand consistency across all
customer communications?
Transactional documents
TransPromo
Standard template
Addcolor
Insertion of images
Integration promotional offers
Message personalized
By transforming customer communications into powerful one-to-one marketing…
13
The path from transactional to transpromo...
Bar codes for document automation
Targeted customer service notice based on customer
profile
Dynamic branding based on business unit
Educate and inform customer: additional
information in context
Clear presentation using historical comparisons and
graphs
Personalized marketing messages with hyperlink
OMR codes for optimized enveloping and mailing
And delivering the communication to the preferred channel of the customer?
Improve customer, partner and supplier relations by streamlining
document-intensive business processes
Document Process Automation
Transform ordinary customer communications into
powerful, one-to-one marketing channels
Document Composition
Consolidate, produce and deliver customized documents when and
where you want them
Enterprise Document Presentment
Line-of-business users can design and deliver one-to-one messages by including targeted content on any type of enterprise document
Business User Enablement
17
Targeted marketing messages inserted on the invoice have a rate of return 300% higher in relation to traditional marketing channels
Tele2 Communication
Client satisfaction increased from 6.2 to 7.5 on a scale
of 1 to 10
Agis Health Insurer
18ReadN = 2,460 ConsumersSource: Trans Meets Promo: A European Perspective, InfoTrends, October 2009
0.00%
100.00%
73.70%
71.40%
45.80%
44.70%
31.80%
27.80%
20.60%
20.30%
1.60%
1.30%
Mail Discarded Without Being Opened or Read…
20
Our customer turnover rate was reduced from 25% to under 5%
CMO perspective
We are now putting customer messages and campaigns on our bills, e.g. for fall furnace light-ups
21
Document change request turnaround decreased from 1-2 weeks to less than 24h
CIO perspective
We support 85+ different types of documents across multiple states with one full time employee and no external consulting resources
Document change request turnaround decreased from 1-2 weeks to less than 24h
22
Customer case study
• Business• Procuring, producing, distributing, and trading energy and
related products across deregulated markets in Northern Europe. 1M electricity, 250K gas customers, consumers and businesses
• Challenges• Increasing competitive pressure• Strategic initiative for more personalized and targeted direct
marketing to customers • Time to market and personalized messages are key success
factors
• Results• Expected response from first campaign: 3% - actual response
rate achieved: 20%• Time from campaign idea to execution: 8h
http://www.opentext.com/2/global/customers-home/successstories?sys_action=show&id=791
23
Customer case study
Business Leading telecommunications and IT service provider in the
Netherlands, offering wireline and wireless telephony, internet and TV to consumers
Challenges “Shift Document Creation to the Actual Business User” Needed a standard correspondence solution to empower the
business to control content, reduce timelines for innovation cycles and improve maintenance
Time to market and personalized messages are key success factors
Results Correspondence Management gives business managers simplified,
hands-on content generation and control of documents to: Generate revenue by integrating this morning’s marketing ideas into
this afternoon’s target customer documents Raise profitability by eliminating inefficient processes, reducing
support requirements, and narrowing the gap between concept and action
Open up new possibilities in regular customer correspondence by including fine-tuned offers and advice based on each customer’s profile, history, and current status
top related