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HOWDIGITALISTRANSFORMINGMARKETING
AlexMari-GlobalDirectorDigitalMarke0ngatSonova
@SpeakerName
It’s about rela.onships
Customer = Marketer
Technology = Enabler
Marke.ng = Rela.onship
@AlexMari
Towardsanewdefini2onofmarke2ng
@SpeakerName
‘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
@AlexMari
This isn’t a technology problem
Mainobsession:Howdowecreateconsumer&customerin0macy?
@SpeakerName
@AlexMari
Content & Communica.on
Data & Insights
Seamless Care Experience
HEALTHCARE MARKETING
TECHNOLOGY
Convergence of Healthcare, Marke.ng & Technology
Products & Services
@SpeakerName
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
@AlexMari
Evolu.on of the golden rule
2
@SpeakerName
@AlexMari
Goal: To gain a 360° customer/consumer view
1. Break down silos across channels
@SpeakerName
@AlexMari
2. Break down silos among customer-facing departments
Goal:Todesignfric0onlesscustomerjourneyssupportedbymarke0ngtechnologies
@SpeakerName
Rela.onship is the magic formula
Mutual Trust, Commitment & Respect
@AlexMari
MarTech is not the magic formula
Adapted from Knapp (1994)
@SpeakerName
@AlexMari
Brand In.macy to Brand Equity
Brand A_achment precisely predicts companies’ reported sales, brand purchase share and market share
@SpeakerName
@AlexMari
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
@SpeakerName @AlexMari
The Agile Digital (Marke.ng) Department
Goal:Tobuild1:1rela0onshipsatscale
Experience
Communica.on
Mari (2016)
@SpeakerName
360° consumer view
+ Personaliza.on + Contextualiza.on
Rela.onship Management (1)
Mari & Rohner (2016)
@AlexMari
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) [email protected] linkedin.com/in/alexmari
www.martechconf.com
