5 Steps to Empowering The Modern Marketer

TO EMPOWERING 5 the MODERN STEPS MARKETER Today's marketers need to rethink how they connect and engage with their customers. They must deliver seamless customer experiences across channels, providing innovative and in-context offers and interactions that appeal to target audiences. Sound like a tall order? Let's break it down: BRING TOGETHER VAST AMOUNTS OF INFORMATION 27% of advertising agency executives and 24% of senior marketers are uncertain how to get the most of the data at hand: SOURCE: http://bit.ly/1KSJTI2 INFORMATION ABOUT PRODUCTS Product returns EXTERNAL SOURCES (SOCIAL MEDIA) Revenue insights Twitter Profit margins O Facebook Vine INFORMATION ABOUT CUSTOMERS DATA O Instagram Call center recordings Pinterest Email correspondence Account information Third-party databases Web chats 2. CATER TO CUSTOMERS LEVERAGING MULTIPLE CHANNELS IN A TYPICAL BUYING PROCESS Mobile devices allow customers to use more than one channel at the same time. A survey of consumer electronic purchasers found: 42% 71% TELEPHONE ended up INTERACTIONS of mobile-using shoppers eventually purchased the product (59% did not) buying online ONLINE МОBILE CUSTOMERS INTERACTIONS IN-STORE CUSTOMERS 56% 65% of consumers say they of shoppers who use are using both online and physical stores their mobile device in-store say makes them more likely to 30% http://bit.ly/1notDsi bought in-store buy the product 30% say it doesn't impact their decision SOURCE: http://bit.ly/1mJApVK 3 USE BIG DATA AND ADVANCED ANALYTICS TO DISCOVER NEW INSIGHTS AND PREDICT CUSTOMER BEHAVIOR Businesses using Big Data and analytics effectively show productivity rates and Companies that put data at the center of the marketing and sales decisions improve their marketing profitability that are 5 TO 6% HIGHER THAN THEIR PEERS RETURN ON INVESTMENT BY 15 TO 20% http://onforb.es/1salnY9 Use the combination of data and analytics to develop real-time marketing programs: Channels used for real time marketing: 48% Social media 76% Websites 45% of marketing professionals Email 39% worldwide define real-time as personalizing content in response SOURCE: http://bit.ly/Rx3fyG to consumer interactions 4 GAIN INSIGHT INTO THE VOICE OF THE MARKET AS IT RELATES TO YOUR BRAND AND PRODUCTS And there are a lot of voices: There are 2,4 billion brand-related conversations in the U.S. every day on social media Social media amplifies SOURCE: http://bit.ly/1hCiU6t these voices and makes customers more demanding. It can't be ignored: of customers who ask a brand 53% a question on Twitter expect a of customers expect a response response within one hour 72% within one hour when they make a complaint using Twitter SOURCE: http://bit.ly/1mlbp5F 89% of consumers who interact with brands online say it has at least some impact on their purchasing habit SOURCE: http://infy.com/1mJB4Xr USE THESE INSIGHTS TO FIND SHORT AND LONG-TERM OPPORTUNITIES, AND REFINE AND TARGET MORE EFFECTIVELY GEO-LOCATION PROGRAMMATIC AD BUYING Putting data and insights to work Bid on ads that can target targeting consumers with real-time messages before, allows marketers to individuals, devices, etc., in real time take advantage during and after they visit new opportunities, such as: the store PERSONALIZATION COMBINING DATA SOURCES TO IMPROVE TARGETING SOURCE: http://lonforb.es/1salnY9 can deliver 5 to 8 times the ROI on marketing Internal data + 3rd-party spend and lift sales 10 data = improved insights percent or more Consumers are increasingly expecting personalized experiences: 31% 86% 25% of consumers wish their of consumers said that personalization has at least some impact on say personalization significantly influences what they purchase shopping experience was more personalized than it currently is what they purchase SOURCE: http://infy.com/1mJB4Xr SAP WEEK 000