How Digital Is Transforming Marketing By Alex Mari

HOWDIGITALISTRANSFORMINGMARKETING

AlexMari-GlobalDirectorDigitalMarke0ngatSonova

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It’s about rela.onships

Customer = Marketer

Technology = Enabler

Marke.ng = Rela.onship

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Towardsanewdefini2onofmarke2ng

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‘Constantly exploit digital marke.ng technologies to create new sources of value for

customers and consumers’

All companies want to be become: 1.  Consumer-centric 2.  Service-oriented 3.  CX leader

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This isn’t a technology problem

Mainobsession:Howdowecreateconsumer&customerin0macy?

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Content & Communica.on

Data & Insights

Seamless Care Experience

HEALTHCARE MARKETING

TECHNOLOGY

Convergence of Healthcare, Marke.ng & Technology

Products & Services

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Treat your customers as you [the manager] would like to be treated

Treat customers as they wish to be treated

Treat others how you want to be treated

Create a 360° customer

view

Develop ac.onable

insights

Personalize brand

experiences

Contextualize marke.ng messages

1

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Evolu.on of the golden rule

2

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Goal: To gain a 360° customer/consumer view

1. Break down silos across channels

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2. Break down silos among customer-facing departments

Goal:Todesignfric0onlesscustomerjourneyssupportedbymarke0ngtechnologies

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Rela.onship is the magic formula

Mutual Trust, Commitment & Respect

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MarTech is not the magic formula

Adapted from Knapp (1994)

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Brand In.macy to Brand Equity

Brand A_achment precisely predicts companies’ reported sales, brand purchase share and market share

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1. CONSOLIDATE the online presence (AWARENESS)

2.CATCH the consumer a_en.on (ENGAGEMENT)

3.CLOSE the deal with consumers (ACQUISITION)

4.CONNECT with consumers over .me (RETENTION)

4Cs Model - Digital Marke.ng Objec.ves

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The Agile Digital (Marke.ng) Department

Goal:Tobuild1:1rela0onshipsatscale

Experience

Communica.on

Mari (2016)

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360° consumer view

+ Personaliza.on + Contextualiza.on

Rela.onship Management (1)

Mari & Rohner (2016)

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Augmented Rela.onships: Infinite CRM loop

(2) Campaign Management

(3) Service Management

Where is the MarTech func.on? Who is responsible for BX?

Alex Mari Global Director Digital MarkeXng at Sonova Zürich (Switzerland) alessandro.mari@sonova.com linkedin.com/in/alexmari

www.martechconf.com