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?

10

Senseo Xmas 360 plan Pub TV

Du 19 novembre au 25

décembre 08

Affichage Du 19 novembre 08

au 23 décembre 08

Promo Machines

Du 03 novembre au

03 janvier 09

Internet E-mailing décembre

Théâtralisation magasin

Promo Café Novembre –

Décembre 08

Pour l’achat d’une Senseo®, recevez

20€ ou le coffret cadeau

(Hors Senseo® Latte)

Affichariots

Du 19 novembre 08

au 26 janvier 09

Démonstrations

magasin

DIGITAL

12

3 100 démonstrations produit

28 000 leaflets distribués

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 ?