Technology Driven Marketing Innovation

Transcription

1 Technology Driven Marketing Innovation How digital technology disrupts the way you innovate your marketing Martin Hermsen July 2017

2 Dicitas Consulting Marketing has always been driven primarily by human beings. Not anymore. Marketing is now more than ever driven by advanced technology. How do we marry marketing technology with human touch and deliver the ultimate customer experience? /2

3 Dicitas Consulting The Marketing innovation Challenge Every day new digital technologies come to market, offering point solutions for marketing functions or channels. All these solutions thrive on high volumes and high quality data. The challenge remains to connect the different solutions into an integrated marketing platform delivering a seamless customer experience. Overemphasizing on technology risks a distraction from focus from the customer, diluting the customer story. Every deployment of new technology should start with the customer in mind. In the end, the customer journey is theirs. Consumer expectations are rising. The consumer is wondering why digitally lagging brands are not offering them the same service as they receive elsewhere. This demands a digital transformation of all brands that interact with consumers or high volume of customers. Marketing became a digital game. Dicitas Consulting is researching the digital strengths of brands and found that brands vary considerably in digital strength and quality, within and outside of their sector peer group. To stay or become a leader in their business, companies need to digitally transform and build the needed digital capabilities to strengthen their brand, improve the customer experiences and journeys they deliver. About Dicitas Consulting Dicitas Consulting helps organizations to transform and become digital leaders in their market. Helping you get there is what we do best. Together with our business partners, we guide your organization through sustainable business performance improvement and growth. About Martin Hermsen Martin Hermsen is partner at Dicitas Consulting and is responsible for the Customer & Channel practice. He has over 20 years of consulting experience in growth & competitive strategy, product innovation, marketing and customer management. Prior to Dicitas Martin worked for Accenture and Deloitte. /3

4 Dicitas Consulting Marketing innovation is a continuous process starting with the customer journey Marketing innovation is not a one-off exercise, it is a continuous innovation process that must be guided by a roadmap that translates your business strategy into action. The marketing innovation wheel brings iterative improvements from strategy to innovation. On this wheel Dicitas defined 8 essential marketing innovations. 1. Customer Journey Mining Know your customers better than they know themselves by customer journey mining and assess the performance of customer interaction processes to be able to continuously improve the customer journey. 2. Digital Brand Dominance Benchmark Know the digital strength of your brand presence in your key digital channels in comparison with your major competition. 3. Digital Capability Diagnostic Know your own digital capability maturity by a continuous diagnostic covering all that delivers the customer journeys and experience. Customer Journey Mining Digital Learning & Mentoring Digital Brand Dominance Benchmark Marketing Capability Innovation Marketing Innovation Wheel Digital Capability Diagnostic Digital Advertising Excellence Digital Marketing Strategy Customer Journey Innovation 4. Digital Marketing Strategy Redefining your (digital) marketing strategy to maximize its reach and strength in the digital age. How to translate your business objectives in the most effective digital marketing approach? 5. Customer Journey Innovation Continuously innovate the Customer Journey, channels and (digital) touchpoints by responding directly to new customer insights in an agile approach. 6. Digital Advertising Excellence Connect the touchpoints by integrating your digital advertising with your web, social, app, voice and any other own channels. Combine programmatic with marketing spend optimization to maximize conversion. 7. Marketing Capability Innovation Continuously innovate your digital and omnichannel capabilities required to meet your strategic objectives, from analytics to marketing to touchpoint execution. 8. Digital Learning & Mentoring Develop the digital innovation mindset and skills of the workforce that must be capable to execute your digital marketing strategy. /4

5 Know your customer best with Customer Journey Mining Dicitas Consulting Create fact based insights in how your customer journeys are actually running versus how you have designed them and making the connection between the journeys and the underlying business processes to enable continuous improvement. Why this is important Ability to create the optimal customer journey through all channels and focused continuous improvement of efficiency and effectiveness in your channels. Continuous journey mining enables continuous customer journey improvement. Results delivered. Insights in customer behavior Connection and insight between customer journeys and operational processes Fact based prioritized customer journey improvement roadmap Customer Journey Mining /5

6 Dicitas point of view Dicitas Consulting Leverage customer journey mining insights to optimize the customer journey To identify the customers behavior, a company has to understand how customer journeys actually run and what the customer value drivers are per touchpoint. When linking the customer needs and value drivers to the internal KPIs and processes, the optimal touchpoints are identified. The unique combination of mapping customer channel touchpoints with back-end system processes, leads to fact based monitoring of customer segments through the actual customer journeys. This results in clear and supported insights in improvement potential around efficiency, effectiveness and compliance with the underlying root causes through the whole customer journey. Based on factual data the existing customer segmentation will be reviewed and optimized where needed. Is the current set of personas complete and correct? What is the next best action in the moment? Persona profiles Trigger and activation matrix /6

7 Dicitas Consulting Know the strength of your brands with the Digital Dominance Benchmark To measure the digital strength of brands in 5 digital channel categories: web, social, online video, search and apps. It compares brands within the peer group and can do this internationally. Why this is important To gain insights into how competitors are performing on all digital channels To compare to and learn from companies in other industries to improve own performance The current diagnostic peer group now contains 8 industry sectors, 12 countries and over 120 brands. What it delivers Digital Dominance Benchmark ranking of your brand in countries in which it operates and compared to competitors within the industry The 5 Dimensions of Digital Dominance Branded and non-branded websites Social Media Online video Number of web visits, time customers spend on website, number of pages visited per visit and how many people leave after seeing one page? How many fans does the company have and how is the fan base growing, how much does the company interact with customers and how effective is the content (and advertising) on Facebook, LinkedIn and posts? How many videos does the company have on its YouTube channel, how many customers have watched them, and how many subscribers does the company have? SEO & keyword usage How does company score on the mobile readiness and other SEO components such as speed? What is the company s score against keywords used by customers? Apps How does the company creatively use APPs to get close to the customer and how do customers rate the company s effort? /7

8 Dicitas case study Dicitas Consulting Digital Dominance Benchmark in the employment agency industry Our client was one of the leading employment agencies. As it recognized the importance of a strong digital presence, the company asked Dicitas to conduct a detailed Digital Dominance Benchmark study for the employment agency industry in 11 countries. The client was a dominant player in it s market throughout Europe, the US, Australia and Japan. Dicitas helped the client by: For each of the countries in which the client was active, Dicitas conducted a Digital Dominance Benchmark of the client compared to it s local peers as well as cross-industry leading companies. The value we provided: The client gained an objective view into how dominant their Digital presence was in each of its markets, as well as concrete insights for future improvements. These insights provide the client with handrails for further Digital developments to become and remain the Digital leader in the industry. /8

9 Dicitas Consulting Know how good you are with the Digital Marketing Capability Assessment Define and diagnose the digital, omnichannel and marketing capabilities and processes that are needed today and in the near future to achieve your strategic objectives. Why this is important To identify gaps between as-is and tobe state and provide direction to the capability roadmap Proven approach done for B2C and B2B companies in various industries Proprietary correlation analysis between DDI performance and digital capability maturity What it delivers Digital maturity report Updated Digital Capability Model Recommendation to improve digital innovation and operate model Digital Capability Maturity Model /9

10 Dicitas case study Dicitas Consulting Digital Capability maturity assessment at European Branch of a Global Retailer The client, a multibillion euro European branch of a global company, was severely suffering from declining revenues and pressure on margins. Both the economic crisis and new digital competitors pushed the client to change direction. The company had gone through a number of cost cutting rounds. However, the benefits of these cost reduction initiatives were decreasing. An organizational structure and capabilities that did not fit new market realities added additional complexities. Moreover, there was a legacy IT infrastructure that was hampering any significant business innovation. The time had come to radically rethink the overall business model and make a big leap forward towards a lower cost business model that would be the basis for innovation and growth. Dicitas helped the client by: The client asked Dicitas Consulting to help find a way out of the current situation. An analysis phase was started to gather business facts and personal beliefs, using desk research and input from senior management. From the picture that emerged, directions for the required change were sketched in cooperation with the companies key opinion leaders. After having agreed the design principles and outlines, the future state operating model & Digital Capability model were worked out in detail and completed by Dicitas. The value we provided: Our step-by-step approach facilitated a fact based discussion, with clear consideration for the people aspect of the required change. Through our approach the client had a clear answer to it s key questions such as: How do employees assess the capability of the organization regarding a specific process? Is the organization performing at a basic, competitive or market leading level? Which initiatives can be undertaken to enhance the organizational capability? Our approach ultimately led to a smooth acceptance of a future state design and a transformation plan, which were crucial to this client s future. /10

11 Operating Model Business Model Dicitas Consulting Define where you are heading with a Digital Marketing Strategy Digital Strategy addresses the issues, decisions, actions and investments required to realize the business strategy in a digital world. Why this is important Understand your digital disruptive opportunities, and threats Define how digital technology drives innovation and sustainable growth Explore new channels and models Define what makes compelling customer experiences Define the requirements for a digital platform What it delivers Digital strategy Business case and transformation roadmap Digital Strategy Digital Marketing Vision & Strategy Digital Initiatives Digital Products, Services and Offerings Digital Customer Experiences Digital Ecosystem Digital Operating Model Digital Platforms /11

12 Dicitas case study Dicitas Consulting Digital Transformation at a Leading Publisher of Business Information The client is a publisher of business information. While this industry is traditionally paper oriented, most consumers of information are becoming more and more digitally savvy, and expect their business information products to become digitally available as well. This has resulted in publishers facing revenue and margin declines, so the need to face the challenges of the changing customer and turn this into new opportunities was pressing. While the client already converted many products to a digital format, the organization itself was still organized around a paper based portfolio. The challenge at hand was how the client could realize a quick turnaround in the organization to be able to service their clients in a highly digital and efficient organization. Dicitas helped the client by: The first challenge was to re-design the commercial organization and strategy to be better able to service the needs of clients. The main aim behind this was to initiate a turnaround of declining revenues and retain current business as well as winning new clients. The sales and marketing processes were analysed and improved to create a more efficient, relevant and effective sales approach and a better targeted marketing organization. These newly designed commercial processes were the basis to create a comprehensive set of requirements for a new to be selected CRM platform, to optimally support the new, digitally enabled commercial organization. The value we provided: Our involvement with the client enabled us to jointly with the client analyse the full scope of commercial processes (sales, marketing, Order to Cash) and identify and prioritize improvement areas. We have helped the client define a new Digital sales and marketing strategy and an actionable action plan and roadmap to implement organizational changes and improvements. Besides this, we helped the client create a comprehensive set of CRM requirements, enabling them to select a new CRM and marketing campaign platform to optimally support them in realizing their new commercial strategy. /12

13 Offer a compelling experience with Customer Journey Innovation Dicitas Consulting Innovate the customer journey to deliver a customer experience and engagement that drives the customer to conversion, acceptance, satisfaction, better usage or any other customer objective. It gives a clear picture on the needs of customers, how they search for information and how they want to interact with your company and brand. Why this is important Innovating a Customer Journey requires switching from internal thinking to customer-led thinking To succeed in the current digital landscape, customer needs come first, aligned with your business objectives What it delivers Customer Personas Customer Journey Design Customer Journey Design /13

14 Dicitas case study Dicitas Consulting Customer Journey Innovation at global insurance firm We helped a global insurance firm in need of making the step into the digital era, with all stages of the digital transformation process including Customer Journey Innovation. Our client faced industry challenges and digital challenges. Traditionally the industry runs through brokers which insurance companies use to sell their products. To grow and stay ahead of competition a stronger focus on digital distribution was required. This would not only create financial benefits, but also allow the company to (digitally) collect customer data and be able to develop more targeted and personal campaigns. Dicitas helped the client by: We designed the customer personas together with the client. We mapped their values, personalities and priorities very thoroughly. We designed the different touch points and channels that in an ideal world would be available to the customer. The value we provided: The results are clear touchpoints and channels of value, prioritized actions and activities to start supporting an ideal journey. These insights have helped our client to start their journey and to put their customers first while embarking upon a transformation. /14

15 Dicitas Consulting Transforming unknown customers to new customers Digital marketing aims to get to know unknown customers, activate and attract them and transform them into new customers, while servicing existing customers better, covering the E2E customer lifecycle integrated, consistent, efficient and effective. Why this is important Know how to reach out to unknown customers that fit your target group Know how to engage with them, attract them and develop them into new customers Programmatic digital advertising grows fast and is today s battleground to win the customer Programmatic concepts and technology will eventually cover all your channels What it delivers Increased customer relevancy, journeys, conversion and sales Higher conversion and lower cost per acquisition Higher effectiveness from your marketing spend. Build target audiences of unknown customers Socio/Geo/demographic segmentation Behavioral drivers Social listening Activate audiences by programmatic marketing Programmatic digital ad buying Retargeting Content Intelligence Convert customer by the perfect customer journey Customer journey mining Customer journey optimizations Lead nurturing Unidentified audience Identified target audience with behavior-based profiles Identified unknown customers Leads entering own channels Known target customers New clients!!! /15

16 Dicitas point of view Dicitas Consulting Boost customer conversion and results through digital advertising excellence Connect the touchpoints by integrating your digital advertising with your web, social, app, voice and any other own channels. Combine programmatic with marketing spend optimization to maximize conversion. Digital advertising excellence is rooted in getting to know exactly who your customer or potential and unknown customer is. A comprehensive 5-step process enables companies to best match their advertising to their customer audiences and maximize their digital advertising results. By combining data gathered through social listening with 2 nd and 3 rd party data, we can build detailed profiles of previously unknown customers. Through these insights companies can target them with specific content, dialogue and offers. /16

17 Dicitas Consulting From Good to Great with Digital Marketing Capability Innovation Innovate the required (digital) marketing capabilities to meet your digital strategic objectives. A capability defines the requirements for the organization, processes, people, technology and the KPIs to measure its performance. Why this is important It is a proven model that can be used within and across your organization It provides the basis for creating a roadmap to develop the required digital capabilities Correlation analysis possible between DDI performance and digital capability maturity The digital capability maturity model (over 65 capabilities, each 5 levels of maturity) is used to define where the company needs to improve and how What it delivers A state of the art digital enabled marketing organization and tools. /17

18 Dicitas case study Dicitas Consulting Digital Marketing Capability innovation at global Dairy Food Company The client, with more than 11 bln in revenue, is one of the world s largest dairy companies. It experienced a changing and increasingly digital consumer and needed to look for new ways and channels to find, attract, convert and engage with the right consumers. The client needed to gain a common understanding of the direction it would take in digital and the capabilities (people, process, technology) that needed to be built. Dicitas helped the client by: Designing the consumer strategy based on consumer journey analysis Translation of strategy into digital capabilities Prioritization of required digital capabilities by country Definition of a business case, investment plan and roadmap Definition of a program required to transform the marketing function and its activities globally The value we provided: Delivery of a comprehensive Digital Marketing Blueprint Detailed definition of required digital capabilities in terms of organization, people, business processes and technology Defined and prioritized initiatives to build the required capabilities Detailed business case and investment model per category and country Board approved end-to-end plan to realize a best in class Digital Marketing capability /18

19 Dicitas Consulting Develop your workforce with Digital learning and mentoring programs Develop employees with relevant digital knowledge to bring the business to the next level of digital maturity and ensure it stays ahead of competition Why this is important Workforce performance is impacted by the digital behaviors of the workforce. Digital behaviors are mostly driven and enabled by predictable levers If the motivation towards digital is high, training will deliver a higher and steeper uplift in Digital Ability The workforce needs to clearly understand the organizational context of digital. Why is it important? What is the bigger picture? How do we organize? What it delivers Trained Users and Managers Conduct train-the-trainer class Reverse mentoring program Capability transfer Workforce Performance Framework Digital Behaviors Ability Motivation Organization Context Digital Capabilities Technology, Process, People, Physical Setting Enablers, Tools DIGITAL SOLUTIONS /19

20 Dicitas case study Dicitas Consulting Digital learning and mentoring at a large European bank For a large global retail and private bank, we developed and launched a digital reverse mentoring program to develop the leadership and management capabilities of all Retail and Private Banking people managers. Digital Reverse Mentoring An operational solution that contributes in transferring digital knowledge and everyday usage of digital solutions, while strengthening inter-generational links Basic principles: 1 hour meetings, monthly basis. In the office of Mentee or "elsewhere. Various themes ie. " A la carte. Meetings are "practical use" oriented (ie. solutions and tools). Dicitas helped the client by: Creating internal pairs between a Mentee (Senior Executive) and a Mentor (digital native Organizing regular individual meetings between the Mentor and Mentee The value we provided: enhance the digital capabilities of the top 100 managers enable the top 100 managers to lead by example on digital create a win-win: digital natives get coached by senior management in return make senior executives become Digital Ambassadors by increasing their own digital savviness contribute to cross generational contacts and highlight internal talents /20

21 Dicitas Consulting To be a Digital leader companies need to continuously drive marketing innovation Companies that are able to innovate on all aspects of the Marketing Innovation Wheel are tomorrow s leaders in the Digital world. They are able to leverage their business strategy into a concrete roadmap towards Digital excellence and the ability to deliver the ultimate customer experience. Clients we work for /21

22 Dicitas Consulting Martin Hermsen Martin.hermsen@dicitas.com Remko Voorzaat Remko.Voorzaat@Dicitas.com