should you be a marketing geek?
TRANSCRIPT
OUTSOURCED MANUFACTURINGMARKETPLACES
BUYER AGGREGATORS
#TRENDS
CAPACITY MAXIMISATION
BIG DATA
SOCIAL CRM
PREDICTIVE ANALYTICS
#TRENDS
IOT
SUPPLY CHAIN INTEGRATION
OMNI-CHANNEL
#TRENDS
PAYMENTS
Tech is Ubiquitous
Internal Tech
Tech in Offering
External Tech
SocialAugmented/Virtual Reality
Technologies that drive contextual/sensory information - IoT, NFC
Marketer circa 2017
• Has the ability to track consumer preferences at the individual level. Can customize offerings as per these preferences
• Can predict purchases, using analytics and customer data
• On-the-fly pricing strategies are possible
• Wide variety of communication options available - digital, print, outdoor, wireless, direct, context-sensitive....
• Access to sophisticated tools to listen to the customer
The Consumer Journey
Consider
Evaluate
Buy
Consume
Advocate
Bond
Market Sensing
Value Proposition
Customer Awareness and Acquisition
Channel Management
Customer Advocacy
Customer Relationship Management
• Market insights, • Segmentation of customers• Propensity to buy • Target audience profiling
• Marketing Communication • Event marketing • Campaign automation and analytics
• Dynamic lead allocation • Trade marketing • Managing Trade / Channel
promotions
• Loyalty related processes• Customer engagement processes
Other Important processes and
Analytical processes
Topography of marketing processes
• Incentivization• Facilitation
Marketing Architecture
CUSTOMER EXPERIENCES MARKETING OPERATIONS
MIDDLEWARE
TECH BACKBONE
DATA REPOSITORIES INTERNET PLATFORM
Brand messaging, Emails, Social Media, Events, Apps, Retail, Sales
Storytelling. Individually.
Analytics, MRM, DAM
Efficiency
Connectors, Customer Demand Planning, Data Management Platform, APIs
CRM, Automation, Content Management, E-commerce
Databases, User History, Market Data Facebook, Google, Twitter
MASS->PERSONALIZED->INDIVIDUAL
MEDIA MESSAGING
PRODUCTPRICEPLACE POSITIONING
TECHNOLOGY
CUSTOMER HISTORY
MACRO DATA
INDIVIDUAL CUSTOMER EXPERIENCE
TECH+ +
So much to choose from.
So much to do…
http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-trends-2016/
Internal TechAREA ELEMENTS
DATA OPS SEGMENTATION
BI
CONTACT MANAGEMENT
PREFERENCE MANAGEMENT
DATA INTEGRATION
CAMPAIGN AUTOMATION PERSONALIZATION
NURTURING
DAM
MULTI CHANNEL INTEGRATION
EMAIL MARKETING
MEASURE CAMPAIGN ANALYTICS
WEB ANALYTICS
DATABASE HEALTH
DASHBOARDS
LEAD MANAGEMENT ASSESSMENT
INTEGRATION WITH CRM
SALES ENABLEMENT
DASHBOARDS
External TechAREA ELEMENTS
SOCIAL PERSONA MANAGEMENT
AD MANAGEMENT
AD ANALYTICS
ADVOCACY MARKETING
COMMUNITY MANAGEMENT
ADVERTISING PROGRAMMATIC BUYING
MARKETING MIX MANAGEMENT
RETARGETING
OMNI-CHANNEL CUSTOMER JOURNEY
MOBILE MOBILE AD NETWORKS
GEO-FENCING
LOCATION-BASED TRIGGERS
OMNI-CHANNEL CUSTOMER JOURNEY
OFFLINE-ONLINE INTEGRATION CONSUMPTION DATA INTEGRATION
RETARGETING
EVENT-BASED TRIGGERS
NFC
What does Paul Writer do?
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Paul Writer engages with clients to help them develop and manage their outreach to a qualified audience.
Our approach is to enable consistent engagement with the target audience through multiple connected activities such as tweet chats, webinars, conferences, roundtables, research, advisory boards
This approach is ideal when clients have a named wishlist of organisations and have specific titles/functions that they wish to connect with
Since 2010, we have had the privilege of
partnering organisations such as:
AdobeCisco
Hindustan TimesIBM
LinkedInMicrosoft
SAPand more…
We help you manage the B2B buyer cycle
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PHASE INITIAL RESEARCHPROBLEM DEFINITION
SHORTLISTING FINAL SELECTION POST-PURCHASE
Query
Industry trends Competitor
Offers 3rd Party
Validations Rankings
Customised to Industry
Ease of use Compatibility
Locations, Referrals Specific
Solutions Relationship
with sales
Best solution Demonstrated
competency Pricing Hand-holding Speed of
closure
Rationalizing purchase
Add-on Benefits
Deepen or disengage
Content
- Industry Research
- Success Stories
- Influencer Reports
- Industry Specific Solutions
- Use cases - Accessibility
i.e. contact channels
Testimonials Success Stories Awards Rankings Analyst reports Payment
Models Additional value
Solution design Benchmarks,
ROI, Y-o-Y savings
Pricing models 3rd party
verification of claims
Company updates
3rd party reviews
Customer testimonials
Cross-sales Added Benefits
Marketing Tools
WebinarsTweetchatsOnline adsAdvertorialsNewslettersConferencesRanking
WorkshopsCertification programs
RoundtablesAdvertorialsFacilitated connections to peer customers
AwardsWhite papersCase StudiesProduct Reviews
Member community platformProduct advisory boardsCustomer meetAdvocacy program
SOURCE: PAUL WRITER RESEARCH, FORESTER, GARTNER
Services Snapshot
Service What Sample Clients
Marketing Advisory Services
Research and workshop approach to define the marketing problem and devise an appropriate response.
Happiest MindsIBSMicrosoftTech Mahindra
Community Management
Design, build and manage a community of users, customers or prospects. This includes managing online awareness, content publishing and events calendar.
Microsoft INDUS (Indian Users of SAP)HR Community (in progress)
Program Management Office
Act as an extended marketing organization of the client, manage a campaign using a larger ecosystem of providers
CiscoLinkedInSAP
Online & physical events
Conferences, Roundtables, curated agendas for conference-in-conference requirements, awards, tweetchats, webinars, certification programs, workshops
Hindustan TimesLinkedInMicrosoft
Custom Publishing & Research
Video interviews, case studies, research reports, articles, interviews, customer newsletters
AdobeYorke CommunicationsMicrosoft
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Writer: n A person entrusted with managing a tea or coffee estate including the marketing and operational management. A trusted advisor of the estate owner. Origin: Colonial English.
Paul Writer: n A trusted advisor to brand owners.
West African symbol or adinkra for “help me and let me help you”
Thank You