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The Digital Marketing Imperative:Leveraging Complexity As A Competitive Advantage
Joe Stanhope, Senior Analyst
July 21, 2011
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The complexity of digital marketing is an equal opportunity disruptor, creating an opportunity for those firms that learn to harness complexity to build sustainable competitive advantages.
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Engaging The Ever-Connected Consumer Across TouchpointsMarch 2011 “Welcome To The Era Of Agile Commerce”
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The Complexity Explosion
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1 Emerging channels.
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The social media landscape
Source: FredCavazza.net (http://www.fredcavazza.net/files/2010/12/SocialMediaLandscape2011.jpg)
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Reconnect By Matching Mobile To The Consumer Life CycleOctober 2010 “Mobile Adds New Appeal To Your Brand Experience”
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Social Technographics Of Mobile Social Users October 2010 “Social Mobile Technographics®: How Consumers Socialize On Mobile Phones”
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2 The Splinternet.
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The Internet is entering a new era
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Proprietary standards will define interactive experiences
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Harnessing complexity
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The typical reaction to complexity…
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To harness complexity we must address marketers’ most vexing questions
How can we harness the data we generate
and make it actionable?
How can we plan, execute, and measure cross-channel
campaigns that are relevant to our customers and prospects?
How can we maintain our operational tempo?
How can we measure all of our interactions and
implement accurate attribution? How can we adopt new
channels without starting from scratch or negating
previous investments?
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1 Technology.
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The online marketing suite:
A network of interactive marketing specialists — held together by a central hub — which supports the entire interactive marketing process from planning and design to execution, measurement, and analysis.
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The Online Marketing Suite In 2011February 2011 “Revisiting The Online Marketing Suite”
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The benefits of the online marketing suite
Visibility
– Supports a unified view across the interactive marketing mix
– Drives multichannel analytics and campaign execution
Accuracy
– Coordinated data management for a single source of insight
– Drives the reduction of errors, data quality issues, and delays
Context
– Tracks customers and prospects through the multichannel funnel
– Drives cross-channel attribution and optimization
Collaboration
– Workflow guides processes across the extended marketing stakeholder set.
– Drives consistency, efficiency, and encourages information sharing
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2 Organization.
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A New Marketing Model Emerges
Source: October 9, 2009, “Adaptive Brand Marketing” Forrester report
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A New Marketing Model Emerges
Source: October 9, 2009, “Adaptive Brand Marketing” Forrester report
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The Customer Intelligence Command Center
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3 Testing.
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How is Online Testing Useful?
Meet marketing or campaign goals (e.g. conversion, sales,
click-throughs, etc.)
Improve customer experience
Drive incremental improvements quickly
Statistically based insight into what works and what doesn’t
– Understanding of:
– Factor importance
– Factor interaction
– Optimal factor combination by segment
Testing across channels and through the funnel
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Users Cite the Top Benefits of Online Testing
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4 Balance.
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Content is the tip of the spear
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Outbound execution
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Inbound execution
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Device Agnostic
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Getting there from here
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Content
Analytics
Central hub
Integration layer
Execution
Technology
Collaboration
PlanningProcesses
Skills
StaffingResources
Metrics
Segmentation
Delivery
KPIsMeasurement
CustomerexperienceCustomercontact strategy
Strategy
Work from a roadmap
The roadmap encompasses five elements
Source: March 4, 2011, “The Road To The Online Marketing Suite” Forrester report
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Leveraging complexity is about more than technology Consider processes and skills
Prepare for a long-term commitment, not a project Work the roadmap in stages based on your starting point and priorities
Never assumeYour intuition isn’t that good – trust me – test everything
Maintain a balanced perspectiveAnalytics is critical but never discount content and execution
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Thank you
Joe Stanhope+1 617.613.8929
Twitter: @joestanhope
blogs.forrester.com/customer_intelligence
www.forrester.com