marketer Marketing Trends For 2010

Transcription

1 Emerging Trends in Communicating Effectively Across Multi Channels Neil McMurchy Research Director Marketing & Channels March 24, 2010

2 Multichannel Challenges for 2010 Consistent customer experience CMR, not CRM Erosion of control of the brand message Channel and integration technology challenges Trust, authentication, data privacy New purchasing context and scenarios

3 From CRM to CMR CRM Company-controlled Employee empowerment Results/metrics Interaction with each other and customers Broad access to corporate data and information Procedures Communications Employee advice/insight CMR Customer- controlled Customer empowerment All about experience Interaction with each other and employees Limited access to corporate data and information Answers and opinions Participation Customer/community insight Share: analytics, BI, pattern-based Strategies, master data management

4 Point of Interaction (POI) Consistency Single POI Integration Browser Internet Firewall Web App. DBMS Legacy App. Multiple POIs Telephone PDA/ Smartphone Cell Phone WAP IVR Integration Browser Internet Firewall Web App. DBMS Legacy App. Consistency across points of interaction and servicelevel goals map directly to customer experience.

5 Companies Will Sell to the Persona, Not the Person Parent.com KeptupKnight Etrade.com BlueBloodTrader Parent Greeneggers.com BobbyQ finance.yahoo.com Trendtrader Day Trader Cook CooksIllustrated.com TBone Flickr.com Freebird Photographer Gamer Everquest Roland Photobucket.com Rainbowcheeseburger Consultant World of Warcraft Brazin Secondlife.com Stallion

6 Companies Will Collect Intimate, but Anonymous, for Relationships From Demographic Income Gender Socioeconomic status Personal Name Marital status Geographic Country Region Address Climate Unique Four "Ps" New Media Chosen Custom Developed base Updated Marketing Exposure Sales Service Marketing CRM Response of Choice Behavioral Collected Purchase Decision To Psychographic Lifestyle Personality Attitude Belief Reputation Actions Implicit behavior Explicit behavior Behavioral Brand loyalty Product use Persona longevity

7 Spending Shifts From Operational to Analytical to Context-Aware and Social CRM 70% of spending, 10% of growth Partner Operational CRM Customer Interaction base ERP, SCM Vertical Industry Systems 1) Monitor/Capture State Change Context state detection bus 2) Publish State Change Business Process Management tools 4) Apply Business Rule External ETL, Cleansing, Enrichment 29% of spending, 30% of Growth Analytical CRM Warehouse 3) Analyze State Change Mart Mart CRM Analytics Historical and Predictive Marketing, Sales, Service, Order Fulfillment Conference Web Conf. Mobile Twitter, Jigsaw Community Portal/Extranet New stuff! Voice IVR, CTI, ACD Face-to-Face Interaction Mail/SMS ERMS Acronym Key: ETL = extraction, transformation and loading Collaborative and Social CRM 1% of spending 60% of growth

8 Companies Will Segment Around The Persona Product- Centric Organization- Centric Customer- Centric Persona- Centric "The Only Product You'll Ever Need" "What's the Bottom Line?" "Tell Me What You Need" "Let's Explore What Your Persona REALLY Wants" Product-Based Value-Based Needs-Based Want-Based Owned/nonowned products Demographics Elasticity Current value Future value Lifetime value Life cycle Life stage Lifestyle Persona mgmt. Implicit behavior Sandbox scenarios Inventory Turnover Response Rates: 3% 6% >20%

9 Emerging Trends in Communicating Effectively Across Multi Channels