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How the customer 2.0 changed marketing
More than 4,5 billion people are empowered to share their
opinions, wants, and needs like never before.

44%

of consumers...
The social customer also expects an unparalleled level of
service.

20%

expect a response within
1 hour via social media.
Everyone is connected, everywhere, all the time

>4.5 billion

>400 million

people on social

tweets per day about produc...
Every touch point matters

Reputation…

Search…

Shopping…

References…

Reviews…
Ads…

Engagement…
Likes…

Service…
Customers 2.0 know everything

products

customers

competitors

service

employees

brand
Decisions are made before you can even engage

Customers are

57%

through the sales cycle
before they talk to you

70%

O...
Companies must adapt to the new customer journey
A New Paradigm for Delivering Amazing Experiences
Microsoft Dynamics CRM is built to help you meet
customer 2.0 needs

People-first experience
designed to bring you
closer ...
Marketing Spend Allocations
Traditional + Digital/Social
Excludes display and search ads

Traditional Advertising

Marketi...
Aligning to the customer experience
The complexity of marketing

Customer Engagement Effectiveness

Awareness

Engagement
...
Complexity can disturb a great customer experiences
Ad Networks
SEM / PPC

CRM
Database

Revenue
Performance
Analytics

So...
Welcome to Marketing by Microsoft Dynamics
Built for customer experience
Annemarie.Brandsen@microsoft.com
How the customer 2.0 changed marketing
How the customer 2.0 changed marketing
How the customer 2.0 changed marketing
How the customer 2.0 changed marketing
How the customer 2.0 changed marketing
How the customer 2.0 changed marketing
How the customer 2.0 changed marketing
How the customer 2.0 changed marketing
How the customer 2.0 changed marketing
How the customer 2.0 changed marketing
How the customer 2.0 changed marketing
How the customer 2.0 changed marketing
How the customer 2.0 changed marketing
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How the customer 2.0 changed marketing

This presentation is about:
- the trends in Social Media and the impact on Marketing
- the increasing complexity for CMO's and marketers to manage campaigns end to end
- the increased complexity of measuring multiple channel campaigns and the ROI contribution
- the Microsoft's vision on the way forward.

The customer 2.0 has become a super consumer. They are very well informed. But they also show a very fickle purchase path. Research shows that the customer 2.0 gets in touch with you when they are almost 60% down in the sales funnel. In 70% of the cases, they even buy without involving your Sales department.

Customers want to be surprised by you with new Amazing Customer Experiences. The good is not good enough anymore. Companies must adapt to the new customer journey

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How the customer 2.0 changed marketing

  1. 1. How the customer 2.0 changed marketing
  2. 2. More than 4,5 billion people are empowered to share their opinions, wants, and needs like never before. 44% of consumers complain via social media.
  3. 3. The social customer also expects an unparalleled level of service. 20% expect a response within 1 hour via social media.
  4. 4. Everyone is connected, everywhere, all the time >4.5 billion >400 million people on social tweets per day about product, services, and brands >6.8 billion on mobile 150 average number of times a person checks their phone each day
  5. 5. Every touch point matters Reputation… Search… Shopping… References… Reviews… Ads… Engagement… Likes… Service…
  6. 6. Customers 2.0 know everything products customers competitors service employees brand
  7. 7. Decisions are made before you can even engage Customers are 57% through the sales cycle before they talk to you 70% Of Buying process complete without sales * * http://partnersinexcellenceblog.com/70-of-buying-process-completed-without-sales-invovlement/
  8. 8. Companies must adapt to the new customer journey
  9. 9. A New Paradigm for Delivering Amazing Experiences
  10. 10. Microsoft Dynamics CRM is built to help you meet customer 2.0 needs People-first experience designed to bring you closer to your customers Pervasive connections and communications inside and outside the organization Personal experiences delivered across every interaction and engagement
  11. 11. Marketing Spend Allocations Traditional + Digital/Social Excludes display and search ads Traditional Advertising Marketing Spend Allocations Digital/Social View Only Display ads Search ads Digital Marketing Email Marketing Digital Events Direct Marketing Search engine optimization 25% & growing Excludes digital events Company Websites Events Other areas: PR, MI, AR, marketing support and sales tools, collateral Excludes email marketing Source: IDC 2012 CMO Tech Marketing Barometer Study Social Marketing
  12. 12. Aligning to the customer experience The complexity of marketing Customer Engagement Effectiveness Awareness Engagement Customer Excellence Conversion Retention Programs Conversion Point Optimization Lead Management Cross-channel Experience Consistency Content / Nurture Social Listening Campaign Marketing Mgmt Web Content Mgmt E-commerce Platform Revenue Performance Analytics CRM Database Creative Design Ad Networks / PPC Web Analytics Email Marketing Social Media Marketing Marketing Automation Customer Lifecycle Cross- / up-sell Campaigns Mobile Marketing
  13. 13. Complexity can disturb a great customer experiences Ad Networks SEM / PPC CRM Database Revenue Performance Analytics Social Listening Retention Programs eCommerce Platform Email Marketing Community Manager Cross-channel Experience Consistency Conversion Point Optimization Social Marketer Campaign Management Web Analytics Email Marketer Creative Design CMO Social Media Marketing SEO/SEM Agency Business Analyst Marketing Automation Mobile Marketing Cross- / up-sell Campaigns Ad Agency Web Content Mgmt Content / Nurture Marketing Lead Management
  14. 14. Welcome to Marketing by Microsoft Dynamics
  15. 15. Built for customer experience Annemarie.Brandsen@microsoft.com

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