1 MARKETING CITY IT concepts and solutions for powerful marketing
2 Marketing city: Marketing meets IT Modern marketing is like a bustling city: New ideas, new concepts and new tools are emerging at every corner. Mobility, dynamism and social interaction are vital elements of customer communications in a world where people are individually accessible and approachable. Never before has technology played a more central role in planning, managing, implementing and evaluating all activities. That is why we want to help you further develop your marketing city. Let us give you the right-of-way in today s dense market traffic. We create multi-lane highways so you can reach loyal, satisfied customers anytime and enable you to overtake competition in the fast lane at the same time. In the role of architect, construction manager and advisor we will support your marketing strategy with our expertise in the conception and use of intelligent IT solutions for lasting success in information-driven marketing.
3 Brands, people, possibilities: Marketing IT is a key success factor Rapid innovation cycles, new digital channels, breathtaking technologies modern marketing is information-driven. It spreads its messages around the world in real time and presents you with some great opportunities. However, modern marketing also provides you with complex challenges that need to be mastered in order to create lasting, valuable brand-customer relationships. After all, your customers are becoming increasingly demanding and they expect personalized, relevant information that can only be prepared on the basis of big data. In reaching your target customers, you have to create new but consistent formats and forms of media and disseminate them via multiple channels. At the same time, it is important to keep your budget in mind in order to maximize conversion rates and brand values. PROCESS MANAGEMENT CREATE & MANAGE TECHNOLOGY MEASURE & OPTIMIZE ATTRACT & ENGAGE The key to managing these challenges lies in a holistic approach: By connecting cutting-edge technologies with seamlessly integrated processes, you will be better able to manage the complex requirements of modern real-time marketing. In the marketing city, we will link your data, media, software and workflows with the latest IT. Therefore, all your marketing activities will be integrated in a unified system and process landscape from campaign management and production to implementation to evaluation and optimization. As a result, you will benefit from a closed marketing loop that is easy to control and allows you to improve activities and realize decisive competitive advantages.
4 Exciting, engaging and everywhere: Effective customer experience Interactive media and in-depth customer profiles open the door to a completely new type of sustainable marketing. New digital channels are constantly emerging and leading to an ever increasing number of touchpoints contact between brands and customers is more direct, more frequent and more personal. This increases complexity and new tools are necessary to keep control of your marketing. At the same time, new ways of managing communications are arising that enable you to showcase your brand more effectively.
5 Engage your customer Brand loyalty mobilizes people. Therefore, you will win if you put the customer at the center of your marketing communications. Get to know their touchpoints, pick them up there and turn them into loyal fans and brand ambassadors. Make sure to reach them in all relevant channels interactively, individually, constantly to offer them an end-to-end customer experience that drives both brand value and conversion. In the process, you can adjust your marketing and sales channels in terms of area, time and target groups. You can develop a separate strategy for each channel and use a specific communications mix. You will thus present your brand consistently in both digital and traditional media and gain the trust and enthusiasm of your customers. Focus on marketing there s IT for everything else. In the marketing city, you will reach all customer touchpoints in no time at all. We link offline and online channels that focus on your customer. In doing so, we have a closer look at the customer s journey and highlight, for example, web presence, mobile applications, social media and printed promotional materials. With the help of our experts, you will identify the touchpoints with your target groups and find new approaches for optimizing customer retention via traditional and digital channels. We will assist in the implementation of leading standard technologies and tailor software as well as workflows to your specific needs. In this way, you will gain an effective customer experience management system which enables you to sustainably control your campaign processes across all channels and efficiently address your customers in a highly personalized manner.
6 RETARGETING CONVERSION RECOMMENDATION CUSTOMER JOURNEY THE NEW CUSTOMER We ll provide you with the right IT solutions. In any case. Publishing systems (web content management, digital publishing, mobile and social applications), targeting, campaign management, media asset management (MAM), product information management (PIM) and customer relationship management (CRM).
7 Content is king: But it obeys your every word Websites, s, social media digital messages are available around the world and around the clock. There are thus fantastic opportunities for customers to access content about brands and products at any time across all channels. The prerequisite for this: You have to manage your content. This is because you need up-to-the-minute, high-quality data, media assets and product information that you can consistently convert into successful marketing stories that last.
8 Be king of your content Digital content is the foundation of any campaign. Increasingly vast quantities of content are being designed, produced and published in ever shorter cycles in various media forms: whether online, through print or social media or on mobile devices or TV. In order to supply all channels synchronously and accurately, you have to bring together product and price information, media and design assets, customer-specific data and much more. There are numerous systems, including product databases, asset and content management, that need to cooperate here. This information can only be used to its best advantage if it is processed as content in your marketing media. Once data streams converge flawlessly from all sources, you will succeed in reaching your customers at all times with up-to-the-minute, personal and relevant content. Focus on marketing there s IT for everything else. In the marketing city, you will have continuous control over your content from its creative development to its ultimate implementation in different channels. We support you in optimizing various systems and processes, such as the management of media assets (MAM) and product information (PIM), automated processing via web-to-print or database publishing, web content management (WCM) or mobile solutions. Our customized concepts enable you to manage your data and process it into content for all media. We structure your assets, link systems, introduce proven standard software and improve workflows according to your requirements. In addition, we connect your marketing with other departments and external service providers and ensure individual rights management that secures the careful handling of your data.
9 AFFILIATE CONTENT We ll provide you with the right IT solutions. In any case. Digital asset management (DAM), media asset management systems (MAM), product information management solutions (PIM) and publishing systems (web content management, digital publishing, mobile and social applications).
10 Knowledge creates value: Big data in marketing Companies make countless decisions every day. Many of these are critical and market-relevant. Mistakes can be fatal especially in marketing. Comprehensive information often referred to as big data provides you with the basis for making informed decisions. Big data is therefore among your most important assets. Moreover, it opens up fascinating opportunities for targeting your customers more specifically, maximizing savings and generating competitive advantage.
11 Turn your data into action Every day sees an increase in the wealth of touchpoints that deliver information about the interests of your customers. In addition to internal sources from CRM, e-commerce and warehousing, external channels, such as blogs, social networks and purchased data, contribute valuable input. Intelligent analysis tools provide you with an empirically sound approach to increasing your performance. They can show you at a glance what is working and where you will have to take action. Your biggest challenge here is the integration of all data sources, media, channels and IT processes. For only in this way can you carry out a 360 analysis and determine all performance indicators in order to refine your marketing plan, evaluate content across all channels and immediately adjust materials and campaigns. Focus on marketing there s IT for everything else. The key to using big data profitably lies in knowing how to link it wisely. In the marketing city, we will provide you with meaningful analyses using powerful and proven methods for ongoing and future campaigns. We pay particular attention to the seamless integration of systems and provide valuable information by linking and processing data originating from a variety of channel sources, including both offline and online marketing channels. Together with you, we will identify sources of information and bundle them for customer analytics and reporting. We will help you gain important information from social networks, geo data, customer profiles and customer journeys and, if necessary, show you how to use the results immediately in customized product offers, targeted promotions and personalized customer communications.
12 PUBLISHING (DELIVERY) CONTENT EXPERIENCE OPTIMIZATION ANALYSIS We ll provide you with the right IT solutions. In any case. Systems and solutions for offline and online analytics (customer analytics), targeting, marketing dashboards, reporting and business intelligence (BI).
13 Lean, impactful and powerful: Integrated operations for maximum efficiency On every construction site you can see how important smooth processes are. Even a carefully planned building can only be constructed according to budget and schedule if architects, engineers, workers, machines and suppliers of materials work perfectly together. The same is true for marketing: However good your job may be, ultimately the interplay of your operations will decide whether or not you are first on the podium. Your marketing will succeed only if all processes really mesh together.
14 Get your processes ready The biggest savings potentials can often be found slumbering in a company s processes. Replace tedious manual workflows with IT-supported marketing processes in order to smoothly interlock strategy, planning, budgeting, production, implementation and controlling while realizing a rapid return on marketing investment (ROMI). Tailor all processes and resources across the entire marketing cycle to your specific needs so you can take full advantage of synergies and gain space for your core tasks. Automate your campaigns in traditional and digital channels to better manage the speed and complexity of modern marketing communications. Furthermore, secure powerful processes and customized interfaces for collaboration with your team and service providers. Focus on marketing there s IT for everything else. In the marketing city, we will take all the necessary solutions and processes into consideration. We analyze your status quo, make complex processes transparent and uncover potential for optimizing marketing operations and resources. Working together, we automate your processes in planning, execution and controlling and also build the technical basis for creating marketing materials more efficiently comprising websites and web-to-print applications, for example. In doing so, we advise you on matters of standard technology as well as on implementation in appropriate workflows. From consulting to rollout to training, we will further provide a continuous and smooth change management. We will finally give you easy-to-use controlling tools that help you determine business ratios and key performance indicators allowing you to clearly document both your progress and success.
15 TARGETING PIM MAM / DAM PROCESS MANAGEMENT CEM / CRM MRM AD SALES MEDIA OPTIMIZATION ANALYTICS We ll provide you with the right IT solutions. In any case. Marketing resource management (MRM), campaign management, digital publishing, translation management, media planning, process optimization, order management and collaboration platforms.
16 Create systems and synergies: Marketing IT within the organization New market opportunities open up year after year. Flexible adjustments are inevitable and require a fast but consistent balancing of business and IT solutions. Information from sectors like finance, sales and product development is important for marketing and vice versa. By connecting marketing with key enterprise platforms, you create interfaces throughout the entire organization. This results in a greater exchange of information and increases the safety of any actions required.
18 VALUE CHAIN INTERACTION PROCESS MANAGEMENT ENTERPRISE STANDARDS & COMPLIANCE SYSTEMS CMS MAM / DAM PIM CRM ERP BI We ll provide you with the right IT solutions. In any case. Integration of marketing-specific applications with enterprise IT infrastructure: Enterprise resource planning (ERP), customer relationship management (CRM), product information management (PIM), business intelligence (BI) and business process management (BPM).
19 Marketing city: Modern marketing combines strategy with IT The marketing city is a flexible solution package that optimizes your marketing across the board. The efficient use of modern IT will help you lay the foundation for sustainable marketing success. Together with you, we will plan and construct individual buildings, entire avenues or provide you with a complete turnkey infrastructure. Using leading technologies, customized processes and proven methods, we will create the basis for optimal implementation of your marketing strategy. We combine creative and structured business processes, merge offline and online channels and ensure that you are well-resourced for all internal and external marketing requirements. Architects of success: We will build your marketing city Designing and building a city is a complex undertaking that requires a variety of skills. Efficient realization therefore requires an experienced construction manager who pulls all the strings, brings the most reliable partners into the project and has all processes firmly under control. At arvato Systems we operate globally and independently of manufacturers on the basis of proven industry standards. Our solutions are customized to each customer s requirements. Therefore, we make the complexity of multimedia marketing manageable, utilize synergies and unlock new potential for our customers. Into the marketing city, we bring a pool of experience gained from a long and successful company history. As an IT services provider in the Bertelsmann Group, we are entrusted with all forms of marketing from strategy to implementation to performance monitoring. We are familiar with all traditional and digital media and we combine a deep understanding of creative processes with technical know-how. In addition, we offer you an established IT infrastructure for outsourcing requirements and in the context of managed services.
20 Powerful expertise and strong partners: Key aspects that you can count on As an IT services provider, we stand alongside you in an exciting business environment that is constantly changing. We want to meet this challenge in the interests of our customers because we are a dedicated service provider and our ultimate goal is your success. For all of our services, we rely on products and solutions from leading international partner companies, which for their part set the industry standard. In every respect, we offer you proven methods, best practices and absolute state-of-the-art technologies, which sustainably combine IT with your company strategy. arvato Systems is an international systems integrator that, in addition to standard software, implements customized, industry-specific and individually developed solutions. The company s strength lies in the intelligent combination of system integration and planning with the development, operation and maintenance of systems. With about 2,500 employees at 25 locations worldwide, arvato Systems is always within easy reach of its customers. In the role of marketing enabler, arvato Systems implements strategic IT solutions for global leading B2B and B2C brands integrating both online and offline marketing activities. Marketing processes are brought together for sustainable and effective campaign management, personalized customer communications and innovative advertising formats.