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© Marketing Clinic
What does it take to get into the
modern marketing world league?
Catharina Stackelberg – Marketing Clin...
© Marketing Clinic
It’s already a cliché to say the (marketing) environment is rapidly
changing… but what has not changed?...
© Marketing Clinic
Differentiated and
relevant brand
positioning and CVP
Creating superior
customer/end-user insight
.. an...
© Marketing Clinic
Superior customer insight is where it all starts..
“..only 2% of women were comfortable with saying tha...
© Marketing Clinic
Case from the fast food world: create superior insight by
understanding customer segments and growth op...
© Marketing Clinic
Understand the customer journey and consumption
occasions to identify growth opportunities
2/10/2015 6
...
© Marketing Clinic
Renovating business destination, positioning and value proposition:
Case Nike from “JUST DO IT” to ”HEL...
© Marketing Clinic
2/10/2015 8
Differentiation
BETTER DIFFERENT SPECIAL
You need to be…
© Marketing Clinic
February 10, 2015 9
Inspirations and ideas on
how to make your home even better
“DESIGN
YOUR
OWN LIFE”
...
© Marketing Clinic
2/10/2015
See the ad Visit the store Buy the product
See a friend’s activity
See the ad (on-/offline)
V...
© Marketing Clinic
Case Caterpillar: the B2B world is no different!
11
Linear
Inspired
and
engaged
THE NORM
IN THE PAST
TH...
© Marketing Clinic
Measure performance in strategy execution:
e.g. using tools that measure impact of all marketing channe...
© Marketing Clinic
Thank you
Catharina Stackelberg
find me on LinkedIn and Twitter @catharinastacke
2/10/2015 13
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What does it take to get into the modern marketing world league? by Catharina Stackelberg

Catharina Stackelberg, CEO of Marketing Clinic, presents her vision of what it takes for a company to succeed with their marketing in the modern world. Speaking during the Marketing Automation Unplugged-event organized by SBD on February 5th 2015, she started by going through the absolute basics of every success story in marketing - the factors that don't change in an ever changing landscape. She then went on to strengthen her points by placing them in a practical setting and explaining their impact through the use of success stories from different industries.

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What does it take to get into the modern marketing world league? by Catharina Stackelberg

  1. 1. © Marketing Clinic What does it take to get into the modern marketing world league? Catharina Stackelberg – Marketing Clinic 5.2.2015 – Scandinavian Business Design Marketing Automation Unplugged
  2. 2. © Marketing Clinic It’s already a cliché to say the (marketing) environment is rapidly changing… but what has not changed? 2/10/2015 2 Need for customer insight Boldness to make decisions Having an inspiring business destination Even more important than ever!
  3. 3. © Marketing Clinic Differentiated and relevant brand positioning and CVP Creating superior customer/end-user insight .. and clear focus on who to target Delivering superior customer experience in key touch-points Understanding the customer journey and key touch-points Focus on most profitable and potential customers Focus on most profitable and potential offering Continuous monitoring and development (+cross-functional co-operation and alignment) Getting to the world league requires sound fundamentals 2/10/2015 3 Having a clear, inspiring business destination
  4. 4. © Marketing Clinic Superior customer insight is where it all starts.. “..only 2% of women were comfortable with saying that they are beautiful. Also, there are girls as young as pre-teen who ‘feel’ fat..” “..almost everyone is interested in decorating their home nicely, not only the people with tons of money to spend..” Customer/ end-user insight 2/10/2015 4
  5. 5. © Marketing Clinic Case from the fast food world: create superior insight by understanding customer segments and growth opportunities 2/10/2015 5 High preference Low SOM (€) High SOM (€) Low preference Average preference 12% Total SOM (€) 9% Low consumption Average consumption High consumption Modern & urban young adults (A2) 5 / 8 / 8 /123m€ Active families (A1) 16 / 26 / 27 /712m€ Young & social students (B) 22 / 13 / 15 /302m€ Family focused, traditionalists (C) 45 / 17 / 19 /420m€ Busy, career oriented (D2) 5 / 20 / 16 /550m€ Modern, health orientated (D1) 8 / 16 / 15 /401m€ Customer/ end-user insight
  6. 6. © Marketing Clinic Understand the customer journey and consumption occasions to identify growth opportunities 2/10/2015 6 Example of hotel customer journey DAY OF THE CONSUMER NEED AND OCCASION? Lunch: consume ”building blocks” OUR OFFERING TOUCHPOINTS COMPETITORS Example from health and fitness supplement business Customer/ end-user insight
  7. 7. © Marketing Clinic Renovating business destination, positioning and value proposition: Case Nike from “JUST DO IT” to ”HELP ME JUST DO IT” 2/10/2015 7 Business destination
  8. 8. © Marketing Clinic 2/10/2015 8 Differentiation BETTER DIFFERENT SPECIAL You need to be…
  9. 9. © Marketing Clinic February 10, 2015 9 Inspirations and ideas on how to make your home even better “DESIGN YOUR OWN LIFE” To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them “CREATE A BETTER EVERYDAY LIFE FOR THE MANY PEOPLE” GOOD DESIGN IS FOR EVERYONE, NOT JUST DESIGN SNOBS togetherness respectsimplicity cost- consciousness Differentiation
  10. 10. © Marketing Clinic 2/10/2015 See the ad Visit the store Buy the product See a friend’s activity See the ad (on-/offline) Visit the store (on-/offline) Buy the product Use the service and stay engaged with the brand Linear Inspired and engaged Creating engagement and delivering a superior customer experience throughout the journey 2/10/2015 10 THE NORM IN THE PAST THE NORM NOWADAYS Customer journey
  11. 11. © Marketing Clinic Case Caterpillar: the B2B world is no different! 11 Linear Inspired and engaged THE NORM IN THE PAST THE NORM NOWADAYS Customer journey 2/10/2015
  12. 12. © Marketing Clinic Measure performance in strategy execution: e.g. using tools that measure impact of all marketing channels to preference and sales 2/10/2015 12 Low reach, high impact  Find out how to increase the reach cost-efficiently Low reach, low impact  First change the message, and then increase the reach High reach, high impact  Find out how to further increase the reach cost- efficiently High reach, low impact  Change the message when possible in order to increase the impact EXPLANATIONS Number of consumers exposed High impact High reach Low impact Low reach Impact Personnel: store Own media Earned media Bought media Bought from store Visited store Personnel: phone / live chat Company facebook pages Newsletter Discussions with friends / relatives Internet advertising Discussions in social media Other websites TV advertising Newspaper advertising Newspaper articles / news Continuous monitoring
  13. 13. © Marketing Clinic Thank you Catharina Stackelberg find me on LinkedIn and Twitter @catharinastacke 2/10/2015 13

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