Alterian 7th Annual SurveyAre You Ready to Engage?

Presented by Bob BarkerVice President, Corporate Marketing

and Digital Engagement

1,068 marketing professionals surveyed globally

North America 62% Europe 36% Asia Pacific and Other 2%

Alterian’s 7th Annual Survey

Survey Respondents by Segment

Question 1

How many different providers of marketing services do you leverage to accommodate services such as digital marketing, database marketing, data hygiene, creative & brand, strategy & consultancy, web analytics, email marketing and statistical analysis?

Q1: Number of Providers of Marketing Services Leveraged?

Costs of Complexity

• Cost of managing, analysing• Cost of data integration, cleansing• Cost of execution• Cost of a slow speed to react• Costs of not being effective• Cost of weak relationship

Creative

Creative

Creative

Agencypre 00’s

Agency 00’s

Agency 10’s

Accountable

Accountable Engaging

Increasing Demands on Agencies

&

& &Across

All Channels

&

Service Provider Evolution: Customer Engagement Agencies

What is the Customer Engagement Agency (CEA)?

Customer Engagement Agencies take a multi dimensional approach to marketing across all channels combining three traditionally disparate skills and deliverables:

• Creative capacity to develop persuasive content,

• Technical and multi-channel data expertise to deliver messages via multiple channels

• Data-driven Intelligence driving cross channel/segment dialog enabling positive financial impact through the proper selection of the right message for the right audience at the right time

An Unwavering Commitment to RESULTS Across All Channels

“We’ve hinted before that agencies that can’t transition from pushing out messages to nurturing customer connections aren’t long for this world. Agency readers, heed our warning. Services firms that lack data management, analytics, listening , social media execution, and strategy expertise will dry up”

Forrester US Interactive Marketing Forecast by Shar Van Boskirk, July 2009

Question 2

How difficult is it for you for coordinate resources across your digital agency and direct marketing agency?

Q2: How Difficult is it for You for Coordinate Resources?

Respondents Via Segment

Campaign Isolation

Digital Agency Campaigns DM Agency Campaigns

Time to Coordinate Across All Channels

• Right message• Right person• Right channel• Right time

DirectMailEmail Web

Question 3

During the next 12 months, how much of your marketing budget do you see shifting from traditional direct marketing (direct mail/telemarketing) to digital/interactive/social channels?

Q3: How Much of Your Marketing Budget Do You See Shifting?

Percentage of Marketing Budget Shifting Towards Digital/Interactive/Social Channels (By segment)

We Are All Spending More Time Online

AngrySocial

In TouchInformed

Marketing Becomes More Individual and Digital

Low Cost Set-Up, But Absorbed Into Current Roles

Pay Per Click is a Hyper Efficient Market Place

But You Have to Engage as Well

Search’s role and valueHyper-efficient marketplace

Customer Engagement operational excellence required

HIGH

LOW

HIGH

LOWUNKNOWN AWARE CONVERSATION CUSTOMER ADVOCATE

CUSTOMER ENGAGEMENT LIFE CYCLE

Question 4

Do you incorporate your click stream/web analytics data into your customer/email database?

Q4: Do You Incorporate Your Clickstream/Web Analytics Data?

Lost Opportunity

WebsiteClick-stream

data

CustomerDatabase

360º View of What?

“There will be no such thing as an unknown customer”

Question 5

In which of the following new marketing techniques are you currently investing or plan to invest?

Q5: In Which New Marketing Techniques Are You Investing?

Marketing Technology Enables Marketing Professionalism

• Be of Value to Customers – through listening to what they actually want through social media and the internet

• Be Engaging – through the website and digital channels• Be Consistent – with multi channel customer engagement • Be Relevant – through individualized email• Be Accountable – with customer analysis and reporting

Brands as Publishers and Broadcasters = Low Cost Distribution

Repurposing content opens new points of distribution and has a

Compounding Effect on Reach

Start a discussion

Chop into episodic blog posts

Deploy as formal release

Repackage as presentation

Add voice for video

Tweet key takeaways

Investment in Social Media Marketing vs Monitoring

CollectSM2 indexes the entire social media universe, across the globe and across all platforms.

StoreAlterian’s Social Media WarehouseSM, created in 2007, contains over 3 billion social media mentions, blogs, tweets, posts, images and conversations.

UnderstandAn incredibly powerful and intuitive tool, the SM2 User Interface enables clients to visualize, analyze, communicate and share findings. Turn content into actionable insight.

Over 3 Billion Results

Listen to What People Have Been Saying About You for Years

57% Investing in Engaging on the Website

• When you have someone on your website, they have given their full consent for you to communicate with them or to market to them

• It’s your chance to engage, to persuade or to educate• That chance might be brief - as the cursor hovers over

the back button

Web Engagement

Multiple Engagement OpportunitiesMultiple Authors

Multiple Media types

Q5: In Which New Marketing Techniques Are You Investing?

Question 6

How much effort are you placing on integrating your communication strategies e.g. moving from campaign-centric direct marketing model towards multi-channel customer engagement?

Q6: How Much Effort Are You Placing on Integrating?

Build an Ability to Drive Customer Engagement Cycles

Customer Engagement Life Cycle

Multiple Customer Engagement Cycles

UNKNOWN AWARE CONVERSATION CUSTOMER ADVOCATE

The Customer Engagement Cycle and Customer Engagement Personas

Question 7

How would you rank the importance of Social Media (such as social networking sites, user-generated content, blogs etc) to the overall marketing mix?

Q7: How Would You Rank the Importance of Social Media?

Importance of Social Media to the Overall Marketing Mix (By segment)

We all have a voice

Building Relationships One at a Time

20 Best Marketing and Social Media Blogs by Women

Lets Talk Social Media ROI

• For SEO• For lead generation• For Customer service and support• For New markets and product development• For industry and competitive insight• For social media campaigns• For corporate marketing and brand building• For Brand audits & general listening• For public relations and crisis management

Question 8

How prepared do you feel you are to take advantage of the new techniques that digital and social media represent as part of your overall marketing/customer engagement strategy?

Q8: How Prepared Do You Feel?

Get Prepared

• Form the Habit• Listening tool – Social Media

Monitoring - Freemium• Build a Social Media Practice• Get the Little Book

– 1. Plan– 2. Listen– 3. Engage– 4. Assess

www.alterian.com/lbsmm

Question 9

How many of your existing marketing staff have the necessary skills required to take advantage of new marketing or customer engagement strategies?

Q9: Does Your Existing Marketing Staff Have the Skills?

Stove Pipe Dangers

Advertising

Direct

Mail

Website (IT)

SE

O &

P

PC

Social

Media

Em

ail

Website

Old Stove Pipes New Stove Pipes

Conclusions – Get Ready to Engage

• Marketing is transforming from Mass marketing to Engagement with the individual

• Social media is fuelling the transformation of marketing the internet begun – 67% say its increasingly important

• Marketers are getting ready to...– Engage online –make the website engaging – 57% investing– Engage in Social media marketing – 66% investing

• Marketers need to...– Integrate internally and externally – integration is required to operate

effectively and to save costs – 42% don’t even incorporate web click stream, they have multiple costly agency relationships

– Train their Staff – 40% don’t feel staff are prepared

• Customer Engagement Agencies are emerging to help marketers

Questions?

Presented by Bob BarkerVice President, Corporate Marketing

and Digital EngagementBob.Barker@alterian.com

Twitter.com/bob_barker