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TrinityP3 Webinar Series: Aligning your digital marketing to marketing


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Managing marketing and your agency suppliers continues to become increasingly complex and time consuming. TrinityP3 Marketing Management Consultants are thought-leaders in all aspects of marketing management to improve marketing and agency performance and increase implementation efficiency. This series of webinars are your opportunity to hear the latest industry best trends and practices from the consultants working in this category on a daily basis regionally and globally. An interactive approach means you will be able to have your specific questions answered by industry leading practitioners.

Topic: Aligning your digital marketing to marketing
Date: Wednesday October 21

Time: 13:00 – 14:00 AEST

Presenter: Anton Buchner

As the digital revolution enters yet another new phase, marketers are struggling to keep pace. Over the years many marketers have dabbled in new technologies by setting up silo activity with digital, search, social, mobile & experiential teams. As a result, Data divisions and IT departments have also failed to align to these new demands. We will reveal how leading businesses have broken down silos, allocated business driving objectives, and aligned digital resources and departments around common marketing KPIs.

Published in: Business
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TrinityP3 Webinar Series: Aligning your digital marketing to marketing

  1. 1. marketing management consultants Aligning your digital marketing to marketing TrinityP3 Webinar Series Presented by Anton Buchner Webinar 6 Date: Wednesday October 21
  2. 2. marketing management consultants The digital big bang
  3. 3. marketing management consultants The digital big bang 90% of the world’s data has been created in the last two years
  4. 4. marketing management consultants However beware the digital divide
  5. 5. marketing management consultants Top 6 forces at play 1 Competing business unit INTERESTS (PRODUCT, SALES & MARKETING SILOS) 1 Competing business unit INTERESTS (PRODUCT, SALES & MARKETING SILOS) 2 Disjointed digital KPIs & PERFORMANCE MEASUREMENT 2 Disjointed digital KPIs & PERFORMANCE MEASUREMENT 4 CUSTOMER CENTRICIY without total marketing transformation 4 CUSTOMER CENTRICIY without total marketing transformation 3 New digital vernacular and misunderstanding 3 New digital vernacular and misunderstanding 5 TECHNOLOGY VENDORS, AND BIG DATA OVERLOAD 5 TECHNOLOGY VENDORS, AND BIG DATA OVERLOAD 6 TRANSPARENCY, AND ISSUE OF TRUST 6 TRANSPARENCY, AND ISSUE OF TRUST
  6. 6. marketing management consultants Themes From Stakeholders “scrambling and always looking back at numbers” “not sure who’s responsible for what with our digital activity… and there’s no clear, coherent plan of how to get there” “we’ve started campaign prioritisation however we don’t see clear actions being shared and communicated “no one looks at the reports. There are too many pages and numbers without any insights or recommendations” “it’s clear - there is confusion on how we’ll achieve the targets and how each project is delivering to meet those targets ….there are too many rats and mice projects” “We’re not utilising data from multiple touch points to find relevant insights that can be executable”
  7. 7. marketing management consultants 4 tectonic trends 1 Putting customers at the core. Rise of the Chief Customer Officer (CCO) 2 The need for consistency across channels. Rise of the Customer Experience Officer (CEO) 3 The need for a bridge between IT, Data and Marketing. Rise of the Marketing Technologist 4 The need for emotional connection. Need for structure, process and cultural transformation
  8. 8. marketing management consultants Customer marketing transformations
  9. 9. marketing management consultants Time to align
  10. 10. marketing management consultants Align Strategy Structures Processes Suppliers Internal External
  11. 11. marketing management consultants Align Strategy
  12. 12. marketing management consultants Align to purpose
  13. 13. marketing management consultants Align objectives Data DigitalMarketing Business Objectives are to focus the business as a whole. Marketing objectives are to deliver on the business objectives (ie: enter market and capture X% market share). Think: FROM / TO. Goals are more specific. They’re what you need to do to achieve your objectives and reflect specific strategies (ie: to sell more you need to demonstrate innovation, improve relationships, become a thought leader etc) Key performance indicators (KPIs) are the measurable value that demonstrates how effectively a company is achieving its objectives. They’re metrics used to measure performance to see if you’re on track.
  14. 14. marketing management consultants Align to customer needs Prospecting Acquisition CRM Consumer centricity $$$$ Customer centricity $$ Digital ecosystem
  15. 15. marketing management consultants Differential marketing A - VIP experiences B - Switch offers C - Upsell value D - niche targeting
  16. 16. marketing management consultants Align Structures
  17. 17. marketing management consultants Transformation from silos… Brand & Comms Digital & Social Technology & Delivery Experience & Innovation Product & Sales Digital? Data & Insights
  18. 18. marketing management consultants …to centricity Customer centricity Delivering business growth Customer C-suite Board Behaviours Performance metrics Insights Advocacy Bottom line growth Employee engagement Channels Marketing Touchpoint experiences Technologies
  19. 19. marketing management consultants Customer cohort focus • Retail best practice (product, strategy, communications, social & content in distinct teams based on the customer journey). • With clear KPIs and focussed roles and responsibilities. Team 1 Brand reach, awareness and engagement Team 2 Prospect engagement, lead nurturing, and sales conversion Team 3 Onboarding to brand, product & service world Team 4 Upsell, cross sell and other financial value shifts Team 5 Retention, advocacy and VIP
  20. 20. marketing management consultants “Holacracy”
  21. 21. marketing management consultants Align Processes Suppliers
  22. 22. marketing management consultants Transformation & maturity stages Reactive Preventative Proactive Advanced
  23. 23. marketing management consultants Process and performance improvement • From linear to effective business performance Business plan - objectives Customer marketing - objectives Customer insights through data & behaviours Customer marketing plans & prioritisation planning Effective alignment prior to execution Clear customer marketing measures to achieve business objectives and common purpose. Campaign learnings & optimisation (in and post campaign) Utilise data insights to drive planning. Planning alignment and prioritisation process Aligned customer value proposition and channel approach. Clear roles, responsibilities Solution for agility / proactivity Aligned reporting, optimisation and value analysis. Media Strategy Planning Trading Digital Strategy Planning Optimisation Content Strategy Concept Execution
  24. 24. marketing management consultants Align teams to campaign processes Stage 1 output: Ready to brief Digital + Media + Creative + Call centre Brief Scoping Steps 1 - 6 Stage 2 output: Ready to create assets Planning & ideation Steps 7 - 11 Stage 3 output: Create Go live, optimise Creation Execution Steps 12 - 20 Stage 1 Stage 2 Stage 3
  25. 25. marketing management consultants Clarity & governance Requirements: Customer Experience Proposition and insights Brand and Comms Technology and Delivery Digital External Supplier Digital strategy own influence influence influence influence Data insights own influence Customer segmentation influence own influence influence influence Channel and communications strategy own influence own influence influence Communications execution influence own influence Results reporting and analysis influence influence own influence influence Technology and automation influence own influence influence own
  26. 26. marketing management consultants $2,000 88% Focus on insightful metrics 10 hours 29 minutes +
  27. 27. marketing management consultants Process impacts culture
  28. 28. marketing management consultants Align Strategy Structures Processes Suppliers Internal External
  29. 29. marketing management consultants Need help to align?
  30. 30. marketing management consultants TrinityP3 Webinar Series November 11: The challenges for Marketers in a carbon constrained future November 25: Super charge your agency with incentive based remuneration
  31. 31. marketing management consultants For more information contact: TrinityP3 Pty Ltd Sydney +612 9964 9900 Melbourne +613 9682 6800 Hong Kong +852 3478 3982 Singapore +65 6631 2861 @TrinityP3 TrinityP3 TrinityP3.StrategicMarketingConsultants