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What's Next: Marketing Maturity & How To Achieve It

What's Next: Marketing Maturity & How To Achieve It

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If you work in marketing today, you have very likely been thinking about things like rapid technology evolution, changing customer expectations and a dynamic and disruptive marketplace. Most companies we know are thinking about about Modern Marketing, but fewer are achieving the results they need.
 
In this webinar, we dive deeper into executing Modern Marketing at scale, and why it is crucial in an age where the stakes are raised for the CMO and the entire marketing function.

If you work in marketing today, you have very likely been thinking about things like rapid technology evolution, changing customer expectations and a dynamic and disruptive marketplace. Most companies we know are thinking about about Modern Marketing, but fewer are achieving the results they need.
 
In this webinar, we dive deeper into executing Modern Marketing at scale, and why it is crucial in an age where the stakes are raised for the CMO and the entire marketing function.

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What's Next: Marketing Maturity & How To Achieve It

  1. 1. Powered by What’s Next: Marketing Maturity
  2. 2. Welcome Dayoán Daumont Consulting Partner, Customer Experience & Digital Transformation, Ogilvy Consulting Rune Sølvsteen Senior Partner Commerce Ogilvy
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  5. 5. December 3, 2018 Quick Scan Marketing Maturity
  6. 6. Data drives insights Marketing is changing Digital powers communication 6December 3, 2018
  7. 7. Morning Midday Afternoon getting ready circuit commute circuit Evening work circuit gym circuit social circuit chill circuit news briefing catch up on celeb gossip ready the kids day plan time to catch up on drama focus time music check nanny cam lunch with team Private break online browsing make social plans in the gym me time motivating music online shopping browse Social instagram engagement netflix movie family circuit phone to kids! discuss travel energised Brands that Recognise moments that matter and in which circuit… …can remain relevant wake up Sophisticated Angela Do it all millennial mum
  8. 8. Tickets for Faye Wong Explanatory Content Sign up Dinner Ideas? Temporary Membership Card It feels cheap to ask Flight Redemption Articles (e.g. moneyhero) ASK at Dry Cleaner Frequent Flyer Miles Expiry / Accumulation Forgot Credentials Don’t Carry Card Don’t Have App Understanding customer personas and moments that matter are at the heart of delivering great experiences Discovery Educate Convert and Commerce Financial Structural Social Emotional Financial Structural Social Emotional Financial Structural Social Emotional R D E
  9. 9. Consumers expect brands to understand their preferences, engage on their terms and respect their privacy. 9December 3, 2018 9
  10. 10. 10December 3, 2018 Brands that service their customers along the entire customer journey and across all touch points in a personalized manner… …are said to have reached Marketing Maturity
  11. 11. EMERGING • Multi-channel commerce • Behavioral based targeting • Some integration of marketing tools NASCENT • E-commerce launched • Basic segmentation, but some ability to target • Multi-channel marketing technology RFM analysis First party data Basic customer knowledge Mass email based comms Transaction relationship Social Care Brand eCommerce LAGGARD • No e-commerce • Batch & blast e-mails • Unconnected marketing operations tools Marketing Maturity can best be illustrated in five steps of various readiness stages. We determine clear, growth focused actions according to maturity level. MARKETING MATURITY CONNECTED • Omni-channel commerce • Granular segment targeting • Integrated marketing technology tools Predictive analytics Customer lifetime value Lifestyle based offers Fully personalized engagement Recognition in all channels Social CRM Time Weather Bots Geo location MULTI MOMENT • Continuous commerce • 1 : 1 targeting - Personalization at scale • Integrated marketing platform tools CUSTOMERVALUE + + + + Social targeting 3rd party eCommerce Multi- channel comms Insight driven offers Trans- action based targeting Second party data Reach via digital media Realtime trigger based comms Third party data Personalized offers Recognize and reward Reach via preferred channels Loyalty programs POS Event Social commerce Generic offers No brand relationship Brand site Mass marketing Couponing
  12. 12. 12December 3, 2018 Digital Mature Brands are able to engage their customers with Relevant & Personalized content created instantly using Real Time data and delivered across any Platform.
  13. 13. 13December 3, 2018 There are Six marketing & data disciplines that brands need to master to reach Marketing Maturity. Offers & Targeting Data & Analytics Channels Engage- ment Techno- logy Customer Experience Marketing Maturity
  14. 14. When a brand master the six marketing & data disciplines they achieve a 20% increase in revenues, while decreasing cost 30%. Illustrative 1 2 3 4 Effectiveness NASCENT EMERGING CONNECTED MULTIMOMENT Efficiency Up to +20% revenue Up to -30% costs Exhibit 2 | Companies Can Realize Cost and Revenue Benefits Throughout the Journey to Maturity Sources: Data-driven marketing survey, 2017; BCG analysis. Note: The curves represented in this exhibit are for illustrative purposes and do not reflect specific data-based trajectories.
  15. 15. Brands that invest in maturing all six disciplines outperform their peers. *Graphical representation of observed stock market data Source: Yahoo Finance Yum! Brands McDonald’s Domino’s 167.47% 60.40% 150% 100% 50% 0% Mar Jun2017 2018 Mar AugSep Jun 42.02% QSR Yum! China Yum! 87.94% 38.44% 50% 25% 0% -25% 75% Apr JunOct Oct 2018Aug2017 QSR 193.33% 88.59% 200% 100% 0% -100% Mar Jun2017 2018 Mar AugSep Jun Luxury Brands 17.42% LVMH Prada Kering 208.69% -44.40% 200% 100% 0% -100% 2017 JunOct 2018 Mar AugSep JunMar -56.32% Sport Brands Under Armour Asics Adidas
  16. 16. 16December 3, 2018 1. What does Digital Maturity look like? 2. Where is my organization & team today? 3. How do I get my organization & team to the next level? 4. What value will each investment bring? CMO’S understand the value of Marketing Maturity but ask themselves four questions
  17. 17. Ogilvy has developed a proprietary tool that scores a brand’s Marketing Maturity capabilities based on 30 questions across 6 Marketing, Data & Technology disciplines. 1. While all capabilities are critical, and scored individually, each capability relies on the others, therefore the assessment is designed to be looked at as a system Key Dimensions Addressed in the Marketing Maturity Assessment 1 Data & Analytics From siloed sources & basic metrics to revenue predictability. Engagement From generic content push to right time messaging Customer Experience From no structure to fully integrated, managed & optimized across all channels Offers & Targeting From manual batch/ blast to One-to-one personalized based on stage in customer journey. Technology From disparate systems to integrated omni- channel platforms Channel From single outbound push to omni-channel integrated.
  18. 18. 18December 3, 2018 The Marketing Maturity Quick Scan is designed to help Brands, CMO’s, CIO’s & CEO’s achieve three things 1 Understand how mature the company is on each of the six marketing & data disciplines 2 Establish concrete actionable insights on each pillar and for each level of maturity 3 Uncover clear next steps prioritized according to value impact
  19. 19. Our approach to assess your Marketing Maturity is built on proven methodology leading to real executable winning recommendations. 19 December 3, 2018 What are our current capabilities compared to what is available in the marketplace Vision: What are we trying to achieve in terms of our business and customer objectives? Our Plan Your Modern Marketing capabilities Objectives: Where do we want to be Market Capabilities Benchmark Your Plan Execute How does your capabilities benchmark to the market
  20. 20. Our approach to assess your Marketing Maturity is built on proven methodology leading to real executable winning recommendations. 20 December 3, 2018 Your Plan: Recommendation to build up our capabilities to achieve our most critical business opportunities and objectives Test, learn, and grow based on a detailed learning plan Our Plan Your Modern Marketing capabilities Objectives: Where do we want to be Market Capabilities Benchmark Your Plan Execute
  21. 21. Companies may have done a Deep Dive or the Quick Scan- the light version of the Deep Dive or both. Our Marketing Maturity process has proven its value for many global brands already The Marketing Maturity Assessment has been used across 50+ B2B and B2C brands, enabling each to understand their current marketing maturity, as a means of better defining their future goals.
  22. 22. After the Quick Scan
  23. 23. After the Quick Scan we identify Actions & Execute on opportunities to rapidly move to the Next Level of Maturity.
  24. 24. Digital Marketing Transformation is a journey. Taking a simple iterative processes of Think, Create & Realize to improve each of the six marketing disciplines yields results faster.
  25. 25. FIX THE BASICS QUICK WINS – POC MODELS FOUNDATIONAL ADDITIONS & CHANGES TRANSFORMATIONS CHANGES IN PHASES NEW REALITY EVER EVOLVING Illustrative 1 2 3 4 Effectiveness NASCENT EMERGING CONNECTED MULTIMOMENT Efficiency Up to +20% revenue Up to -30% costs As we progress, we will start realizing revenue growth while seeing increased efficiencies saving cost.
  26. 26. The Quick Scan details
  27. 27. The quick scan is a proprietary Ogilvy methodology & toolset. The questionnaire is hosted online, while interviews are conducted in person for maximum insight and results.
  28. 28. Maturity score across 6 marketing dimensions The Quick Scan deliverable gives you a clear view on where you are on the Marketing Maturity scale and clear recommendations for next steps that will have immediate positive impact on your business. Benchmark & Maturity overview Assessment summary & RecommendationDetailed recommendation across 6 marketing dimensions Offers & Targeting Channels Engagement Data & Analytics Technology Customer Experience Readiness Score 3 4 5 3 3 4 Current State Targeting based on transaction history Real-time and trigger based communication via digital channels Right Time, Audience, offer & Messaging based on buying signals Segment, campaign and media analysis Integrated marketing platforms Formalised Customer Experience program covering all segments and channels Potential State/ Action Personalised offers and or offers based on data models Online-offline integrated communications and offers Get insights on how to maintain highest level maturity at level 5 Attribution analysis (channel, content, offer) Integrated marketing and distribution platforms Optimized Customer Experience across all channels using insights, predictive models delivering 1:1 personalised experience
  29. 29. Level Offers & Targeting Channels Engagement Data & Analytics Technology Customer Experience 5 (Mature) Personalised offers based on stage in customer journey Online-offline integrated communications and offers Right Time, Audience, offer & Messaging based on buying signals Customer Lifetime Value Management Integrated omni-channel marketing and distribution platforms Optimised CX across all channels using insights, predictive models delivering 1 :1 personalised experience 4 Personalised offers and or offers based on data models Real-time and trigger based communication via digital channels Continuous conversation, based on stage in customer journey Attribution analysis (channel, content, offer) Integrated marketing and distribution platforms Formalised Customer Experience program covering all segments and channels 3 Targeting based on transaction history Communications through preferred channels Customer engagement via dynamic personalised content Segment, campaign and media analysis Integrated marketing platforms Basic Customer Experience program for one or two channels implemented 2 Targeting based on persona or profile Uncoordinated communications and offers through multiple channels Engagement of specific segments via high-value content Segment based campaign performance analysis Partial, disparate automation platforms Issues and challenges with Customer Experience identified 1 Untargeted / Random offers Push communications through a single non-measurable channel Generic content push to database or mass advertising No customer database and minimal campaign metrics No marketing technology for engagement & analytics No or little awareness about Customer Experience / No structured program to address Customer Experience Detailed output help organizations diagnose and improve performance to reach highest level of Marketing Maturity across all six marketing dimensions. 100% Readiness 50%+ Readiness 25~50% Readiness 25%~ Readiness
  30. 30. How to Use It: • Understand current & planned capabilities versus best practice. • Identify gaps and prioritise next action to serve customer on customer journey. • Plan investments for maximum effectiveness & efficiency in relation to cost & revenues. What it Tells Us Identify current gaps in capabilities internally and against competitors Gap Analysis Ideas and insights from competitors and non- competitive brands. (Quick Scan Industry only) Competitor Insights Prioritized future planning against cost/benefit analysis. Prioritized Planning What it Doesn’t Tell Us What is the marketing strategy to maximize current capability or drive future capability (Strategic vision setting, personas, journeys, Business Strategy What business potential would be unlocked by increasing capabilities. (ROI Modeling and Scenario Planning) Business Opportunity
  31. 31. Relating Marketing Maturity to eCommerce
  32. 32. A New Generation of Consumers 2020 2025 2030 2035 $25tn 0 Global millennial spending power is set to overtake Gen X by 2020 and will continue to rise The way they behave and engage transforms marketing and business models. Forecast annual aggregate income, by generation (US$tn) 20 15 10 5 Gen Z Gen X Millennials Baby Boomers
  33. 33. The new consumer shop on Aggregators & Marketplaces
  34. 34. Gartner Magic Quadrant for Digital Commerce June 5th 2018: By 2020, more than 50% of online sellers will either list their products on marketplaces or sell third-party products on their core commerce sites. by 2020 will sell on marketplaces 50% This trend is self-reinforcing with more and more brands going on marketplaces of online sellers
  35. 35. Consumers today buy the brand the Marketplace algorithm tells them. They soon don’t know your brand at all.
  36. 36. by 2020, 30% of web browsing sessions will be done without a screen 83% of consumers believe using voice technology makes it easier to find products Google research Gartner Top Strategic Predictions for 2017 and Beyond: Surviving the Storm Winds of Digital Disruption, Oct. 2016 With Voice the disruption to brands accelerates. Voice makes it easier for consumers to find products. …but harder for Brands to be found.
  37. 37. To stay relevant. Engage your consumer To engage your consumer first develop your Marketing Maturity.
  38. 38. December 3, 2018 Ready to Scan?
  39. 39. Questions? Dayoán Daumont Consulting Partner, Customer Experience & Digital Transformation, Ogilvy Consulting Rune Sølvsteen Senior Partner Commerce Ogilvy
  40. 40. Thank you.

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