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The Digital Transformation Will
Be Monetized:
The Future of Digital Marketing ROI
December 4, 2013
#customerstrategy

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Today’s Speakers
Elizabeth Glagowski
Editor-in-Chief
Customer Strategist Journal
Michael Behrens
SVP, eMarketing
WebMetro
(a TeleTech company)
Gerry Brown
Senior Analyst
Ovum

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Event logistics
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Agenda
2015 Digital Marketing Trends
Mastering Marketing ROI
Ask the Experts
Audience Q&A

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6. © Copyright Ovum. All rights reserved. Ovum is an Informa business.6
Market Development and Forecast

7. © Copyright Ovum. All rights reserved. Ovum is an Informa business.7
Attributes of ‘The Conversational Wave’

8. © Copyright Ovum. All rights reserved. Ovum is an Informa business.8
Industry Sector Maturity Model
“Digital marketing is over…it’s almost dead” Marc
Pritchard, Global Brand Building Officer, P&G

9. © Copyright Ovum. All rights reserved. Ovum is an Informa business.9
The ‘Onion Ring’ of Trends to Watch
Digital
transformation
Customer
Experiences
Customer
Journeys
X-channel
Comms
Customer
Data

10. © Copyright Ovum. All rights reserved. Ovum is an Informa business.10
Enabling technologies: efforts to join up technologies
in Marketing, Operations and Customer Services
JUST
STARTING
26%
IN
PROGRESS
65%
ADVANCED
9%
COMPLETE
0%
JUST
STARTING
0%
IN
PROGRESS
3%
ADVANCED
65%
COMPLETE
32%
2014 2018

11. © Copyright Ovum. All rights reserved. Ovum is an Informa business.11
Customer Journeys and Customer Experience management
Map customer
journeys
Identify content
Set behavioural
& event triggers
Engage across
channels
Enrich profiles
Score customers
& prospects
Test and iterate

12. © Copyright Ovum. All rights reserved. Ovum is an Informa business.12
Strategic vision: customer communications in 2018
2018
2014
Digital Platform
Development
Multi-channel
Communications
Personalised
Multi-Channel
Communications
COMMS
STRATEGIES
TECHNOLOGY
TACTICS
Embrace online
Technology investments &
Resourcing choices
Marketing / Sales
/ Service Data Integration
Mobile & Social
enablement

13. © Copyright Ovum. All rights reserved. Ovum is an Informa business.13
Measuring Marketing: Balanced Scorecard Revisited
Learning &
Development
Business
Processes
Customers ROI
Strategic (Conversational) Marketing Tactical (Digital) Marketing
Kaplan & Norton

14. © Copyright Ovum. All rights reserved. Ovum is an Informa business.14
Marketers: Q. What’s your mission? A. Market orientation
Customer
Internal
Competitors
Slater & Narver
=
Long term
profit focus

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Digital transformation starts with data
Mastering Marketing ROI
• Set the foundation
• Reduce anonymity among
prospects and customers
• Integrate first- and third-party
data
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Mastering Marketing ROI
What’s happening today: 2014 is the year of rapid innovation
• Search segmentation
• Login redirects
• Differentiate messaging for
returning versus new visitors,
current customers versus
prospects
EXAMPLE:
Internet service provider staves off
potential churn before customers
leave.
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Mastering Marketing ROI
What’s happening today: Display replaces email for outreach
• Find high-value but inactive
customers online
• Engage at relevant moment of
interest via display
• Generate more effective ROI
EXAMPLE:
Enterprise B2B Technology advertiser
increases engagement with post lead
display to high value pipeline.
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Mastering Marketing ROI
What’s happening today: Bring sales and marketing together
• Leverage Data across channels
to personalize engagements
• Interactions move seamlessly
across channels
• Align internal operations and goals to
match customer experiences
EXAMPLE:
Financial Services firm creates
customized offline engagements based
on online device preference and
realizes 200%+ increase in conversion
rate.
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POLL
How aligned are your internal operations to match
customer experiences?
• Two ships in the night – totally unaligned
• Accidental success – Somewhat aligned
• Tightly woven -- Very aligned
• Peas in a pod – Completely aligned
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Conversation

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Ask the Experts
How can marketers and organizations adapt as the offline and
online worlds continue to blend together?
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Ask the Experts
Which future trends are you most excited about?
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Ask the Experts
How is Marketing affected as companies become more
customer-centric?
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Ask the Experts
What’s are some “do’s and don’ts” in marketers’ quest to make
the ROI connection in the digital age?
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Ask the Experts
How can marketers balance the short-term pressure for results
with long-term customer-focused strategy?
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Keep the conversation going
• Download “Top Considerations for
Mastering Digital Marketing ROI”
• Subscribe to the Customer Strategist Journal
http://bit.ly/CSjournal
• Follow us on social media
• @CustStratEditor
• @WebMetro
• @PeppersRogers
• @TeleTech
• @GerryBrown
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Audience Q&A
Elizabeth Glagowski
eglagowski@1to1.com
@CustStratEditor |
@PeppersRogers
Michael Behrens
mbehrens@webmetro.com
@webmetro
Gerry Brown
gbrown@ovum.com
@GerryBrown