3 Pillars of Marketing

t2c- www.t2c.co.in PILLARS OF MARKETING WHY THIS NEW THINKING? In any organisation, if marketing is required to do these three things - Acquiring, Retaining and Developing Customers. And the job of marketer is to learn by trial & error, measure and optimise these three pillars continuously to grow the business. Then, why not structure the marketing department on these 3 pillars. CONTEXT As marketing is evolving rapidly in this technologically dependent world, marketing departments are finding it very hard to keep up with the changes as well as finding it difficult to structure itself optimally to absorb these changes to make a meaningful impact; and hence questions of ROI on marketing efforts is making marketers uncomfortable. We are in the age where customers are slowly but ш ш ш иииш шишшшшии surely becoming co-creators with the organisations ш ш and brands; today customer centric approach is the way many forward looking organisations are moulding themselves in to and online tech product companies are early adopters of this approach. Hence, the need for a new marketing structure that can accommodate changing nature of marketing within the organisation. 3 PILLAR MARKETING STRUCTURE СЕО/смо HEAD HEAD HEAD PR BRAND MARKETING ACQUISITION RETENTION DEVELOPMENT TEAM TEAM TEAM Inside Sales User Experience Digital Marketing Advertising & Media Consumer Insight/Analytics CRM/Loyalty BTL/Promotions Customer Service Design & Packaging VS TODAY'S TYPICAL MARKETING STRUCTURE смо DIRECTOR DIRECTOR DIRECTOR DIRECTOR PR CUSTOMER MARKETING BRAND INSIGHTS I INSIGHTS MANAGER DESIGN MANAGER MARKETING MANAGER PR MANAAGER BRAND MANAGER DIGITAL MARKETING MANAGER ADVERTISING MANAGER 3P QUICK REFERENCE CARDS ACQUISITION TEAM ACTIVITIES All the activities that lead to acquiring a profitable customer, and in the process optimising learning about what methods, and which channels work. Knowing your constraints can help you choose your channels wisely. Digital: SEM, Content Marketing & SEO, Display Advertising & Retargeting, Social Media Advertising, Affiliate, API Partnership, Growth hacking, Email Marketing, App Marketing, etc. Non-Digital: Events, TV, Radio, Magazine/Newspaper, OOH, Transit, Other offline alternatives. CHANNELS Owned, Paid, and Earned Media TEAM RESPONSIBLE Inside Sales METRICS TO MEASURE Digital Marketing Advertising & Media CLV (Customer Lifetime Value) VPC (Value per Customer) RETENTION TEAM ACTIVITIES All activities that lead to retaining the most profitable customer and in the Optimising user experience at every touch point of your brand. process optimising attrition rate to the minimum CHANNELS Owned and Earned Media TEAM RESPONSIBLE User Experience METRICS TO MEASURE Customer Service CRR (Customer Retention Rate) DRR (Dollar/Rupee Retention Rate) Design & Packaging DEVELOPMENT TEAM ACTIVITIES All the activities that enhances the value All activities that lead to enhancing the value of the existing customers profitably. for the customer, for example relationship Management, Cross sell/upsell things. 3. TEAM RESPONSIBLE CHANNELS Owned and Earned Media Consumer Insight/Analytics Surprise & Delight (CRM/Loyalty) BTL/Promotions METRICS TO MEASURE Share of wallet & Size of wallet Customer Referral Value Dollar/Rupee Retention Rate thoughts2connect is an advisory for businesses of a different kind. We help businesses find their purpose and its unique expression. Learn more @ www.t2c.co.in // %24 -------- HE