what are the new challenges of marketing? hec jan 2013
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What are the new challenges of marketing ?
• Complexity of organizations • Know and engage your customers (Research,
Big Data) • New channels, new models ( web to shop,
mobile marketing..): more and more complex approaches in communication
• Brand : Create preference and manage reputation
• Pressure on profit : ROI ( Return on investment) • Offer & innovation: how to differentiate?
What are the new challenges of marketing ?
• Complexity of organizations • Know and engage your customers (Research, Big
Data) • New channels, new models ( web to shop,
mobile marketing..): more and more complex approaches in communication
• Brand : Create preference and manage reputation
• Pressure on profit : ROI ( Return on investment) • Offer & innovation: how to differentiate?
Complex organizations …
Responsable média
Chef de projet relations média on
& off line
Chef de produit senior
Responsable tarification
Responsable études marketing
sales Pascale DUBOUIS
Directrice commerciale
& marketing
Responsable intelligence
marketing, innovation & tarification
Directeur de la communication
externe
Directrice relations publiques & comm.
interne
Chargée de la communication
évènementielle et supports interne
Chargé marketing
opérationnel & e-business
Chargée trade marketing
Chargée de production
More & more Touchpoints
What are the new challenges of marketing ?
• Complexity of organizations • Know and engage your customers (Research,
Big Data) • New channels, new models ( web to shop,
mobile marketing..): more and more complex approaches in communication
• Brand : Create preference and manage reputation
• Pressure on profit : ROI ( Return on investment) • Offer & innovation: how to differentiate?
Knowing your customer
• Research: Big data, Digital , new tools
• Inter action with sales
• Net promoter score
How can you engage your customer ?
Associer
systématiquement
Carglass au BdeG.
1
Choisir et convertir
2
Assurer le meilleur
service possible
(wow effect)
3
Fidéliser et
« advocate »
4
Je me renseigne et
je décide éventuellem
ent de contacter
mon assureur
Je choisis de faire réparer mon bris de
glace
Je cherche un
prestataire et je compare
Je choisis Carglass
Mon véhicule est réparé et
je le récupère
Je découvre ou on me signale un
problème sur mes vitres
Un nouveau bris de glace apparait et je
retourne chez
Carglass
Je suis sollicité pour répondre au questionnair
e et j’y réponds
éventuellement
Je considère Carglass
comme une référence et
j’en parle autour de
moi
Carglass répare mon véhicule et j’attends.
What are the new challenges of marketing ?
• Complexity of organizations • Know and engage your customers (Research,
Big Data) • New channels, new models ( web to shop,
mobile marketing..): more and more complex approaches in communication
• Brand : Create preference and manage reputation
• Pressure on profit : ROI ( Return on investment) • Offer & innovation: how to differentiate?
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Street Marketing
Muses and stars
ADVERTISING
Media strategy
Digital Research
What are the new challenges of marketing ?
• Complexity of organizations • Know and engage your customers (Research,
Big Data) • New channels, new models ( web to shop,
mobile marketing..): more and more complex approaches in communication
• Brand : Create preference and manage reputation
• Pressure on profit : ROI ( Return on investment) • Offer & innovation: how to differentiate?
Structure and enhance brand pitch
Organize and structure company news Recreate ties with journalists
Counter potential attacks Develop a pro-active approach to sensitive subjects
Reinforce corporate image
Employer brand Sustainability
Implement a made-to-measure digital policy
Be ready to listen, respond and commit
Image Visibility Legibility
Reputation and preference threw PR
Coherent messages Communication policy adapted to each of our targets
IMC organization to make the brand a global stake for the whole company
What are the new challenges of marketing ?
• Complexity of organizations • Know and engage your customers (Research,
Big Data) • New channels, new models ( web to shop,
mobile marketing..): more and more complex approaches in communication
• Brand : Create preference and manage reputation
• Pressure on profit : ROI ( Return on investment) • Offer & innovation: how to differentiate?
Return on investment / Profit/ creating value …
Cooperation with finance and have a solid personal background in finance yourself !
What are the new challenges of marketing ?
• Complexity of organizations • Know and engage your customers (Research,
Big Data) • New channels, new models ( web to shop,
mobile marketing..): more and more complex approaches in communication
• Brand : Create preference and manage reputation
• Pressure on profit : ROI ( Return on investment) • Offer & innovation: how to differentiate?
How to differentiate?
Serendipity
Open innovation
Collaborative platforms
Diversity
The perfect marketeer?
Questions ?
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