Marketing has traditionally focused on the Four Ps - Pricing, Product, Promotion, and Place. But in today's demanding environment, marketers need to be focused on a new set of letters – the O and I of marketing - Online, Offline, Outbound, and Inbound. These letters represent the channels that marketers need to employ, and present new challenges for coordination, management, and measurement. To view the full on-demand webinar, visit: http://bit.ly/cilEWw

1. The Four Ps of Marketing:
New Rules for a Cross-Channel World

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New Rules for a Cross-Channel World
Today’s Topic:
The pillars of effective multi-channel marketing
and customer engagement strategies:
Plan
 Aligned Infrastructure
 Centralized Decisioning Execute
Measure
 Cross-channel Execution
RIGHT OFFER
RIGHT TIME
RIGHT PLACE
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Marketing’s Biggest Challenges
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High Performance Marketing
Accelerate cross-channel marketing with a framework that
brings method to the madness… Align marketing strategy and Align marketing strategy and
planning to achieve business
planning to achieve business
objectives
objectives
Guide investments and
Guide investments and
ensure maximal outcomes
ensure maximal outcomes
Ensure that the various marketing and
Ensure that the various marketing and
enterprise groups are synchronized
enterprise groups are synchronized
and skilled to meet objectives
and skilled to meet objectives
Drive marketing operations and
Drive marketing operations and
business processes to achieve optimal
business processes to achieve optimal
efficiencies
efficiencies
Data & Analytics – leverage
Data & Analytics – leverage
information assets to gain insight
information assets to gain insight
and drive optimized decisions
and drive optimized decisions
Marketing Automation – implement
Marketing Automation – implement
technology to collect data and drive
technology to collect data and drive
optimized interaction decisions
optimized interaction decisions
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Key Takeaways – A Top Ten List
1. Be customer-centric.
2. Understand and tackle the significant process issues.
3. Remember, the analytic database is the brains of the operation.
4. Experiment with emerging technologies, but choose your software carefully.
5. Test & Learn, then Test and Learn…
6. Dialog with your customers.
7. Be accountable.
8. Centralize.
9. Have one version of the truth.
© 2010 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 5

6. Challenges and Objectives for Marketing
Today
Challenge: Implementing a good Customer Experience
is key to marketing effectiveness
 Deliver personalized messages
 Leverage all customer interactions
 Ensure the consitency of all communications
 Account for the wishes of consumers
 Guarantee quality of service and brand value
Objective
Restore brand consistency and agility and thus (re)build
durable customer relationships
(positive effect on ROMI)
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7. Inbound / Outbound marketing
”I have an outbound campaign “A customer contacts us …”
and several offers … ”
Outbound campaign
offer A offer B offer C …
HISTORIZATION Real-time
CONSISTENCY
offer C
offer B
offer A
Neolane Interaction:
To present the best personalized offer for each customer
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8. Interaction Management Dynamic
Definition of offers and rules Interaction dynamic
Measuring results Contents
Offer
catalog
Marketing managers Channel managers
Execution Choosing the best
feedback offers
All channels...
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9. Benefits of Inbound and Outbound
Integration
Better customer satisfaction and
proximity by sending appropriate
offers
Satisfying all marketing and
communication objectives
 Trigger cross-sell and up-sells
 Prevents customer attrition by
reacting in real time with suitable
offers
Marketing and sales teams are
empowered to be faster and more
effective
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10. The Experts Agree
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11. Contact Information
Kristin Hambelton
Senior Director of Marketing
Neolane, Inc.
kristin-hambelton@neolane.com
617-467-6760
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