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Executive Circle
MarketingDisruption:
Vom CMO zumCustomer Experience Designer
„Empowering Marketing: How to deliver amazing
customer experiences and create moments that matter”Vortrag und Diskussion
Executive Circle
Dr. Klaus von Rottkay,
Chief Marketing & Operations Officer,
Microsoft Deutschland GmbH
EMPOWERING MARKETINGHow to deliver amazing customer experiences and create moments that matter
Dr. Klaus von Rottkay,Chief Marketing & Operations Officer, Microsoft Deutschland GmbH
Great marketing starts with the customerThe shift to buyer-driven everything
“The “power to the people”
phenomenon is displacing
brand-centric strategies in
favor of buyer-driven
everything.”
– Gartner Inc., Dec 2015
…to people-centric
From product-centric…
Consumers want to engage
48%of global consumers expect brands to
know them and help them discover new
products or services that fit their needs.
57%of global consumers say they are more likely
to pay attention to communications that
are contextual and intelligent.
1st step to becoming a people-centric marketer: Understand your customers’ journey
3 year study, 6000+ surveyed, across 5 geographies
Open to
Possibility
Decision to
Buy or change
Evaluating Shopping Experiencing
Key stages of the consumer decision journey
The saying vs. doing gap
“While 83% of marketers
say creating buyer-centric
is a priority, only 23%
claim to be at an advanced
state of this transition”
- Sirius Decisions
"The online shopper" "The offline tester" "The opinion seeker"
1 2
2
3
4
1
1
23
4
4
Purchase
Shopping
Purchase
Open topossibility
Open topossibility
Open topossibility
Information
Decision tobuy or change
Decision tobuy or change
Evaluating
Evaluating
3 Evaluating
Physical CE retailer
Magazin ad
Price compa-rison website
Friends & family
Blog entry
Testingwebsite
E-commerceretailer
Television ad
Multiple marketing opportunities to engage
Predictive modeling
Social listening
Smart segmentation
Churn analysis
Next best offer
Predictive notificationsDemand forecastingData integration
Campaign management
Ad targeting Attention metrics
How are you
reaching
your customers
along the journey?
Powering the future of people-centric marketing
CUSTOMER EXPERIENCE
Innovate and deliver personal experiences
MARKETING
INSIGHTS
MARKETING
PRODUCTIVITY
DIGITAL
MARKETING
DIGITAL
ADVERTISING
Bring your
customer into
focus
Market at the
pace of your
customer
Engage your
customers
across all their
channels
Connect with
your audiences
using unique
data and insights
All powered through a trusted and comprehensive cloud platform
CMOs Biggest Concerns
12
34%Creating sustainable and
engaging customer
relationships and improving
the customer experience
Source – Korn Ferry., August 2014
Innovate and deliver personal experiences
CREATE
your own
customer data
management
platform
HARNESS
the value of
the Internet
of Things
DELIVER
relevance through
data-driven
immersive
experiences
Customer Experiences
Executive Circle
MarketingDisruption:
Vom CMO zumCustomer Experience Designer