Marketing ecosystem: 7 challenges facing marketers today

MARKETING ECOSYSTEM7 Challenges Facing Marketers Today

20th July 2015

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CLIENT NAME - CLIENT PROJECT - APDGROUP.COM

WHAT IS AN ECOSYSTEM?Definition:

ECOLOGY: a biological community of interacting organisms and their physical environment.

"the marine ecosystem of the Great Barrier Reef"

GENERAL: a complex network or interconnected system.

"Silicon Valley's entrepreneurial ecosystem"

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ECOSYSTEMForbes.com:

The terms “cluster” or “network” or “organization” are rather static. They describe the mere presence of assets in a system, like blocks on a wall chart.

An ecosystem, on the other hand, is about the dynamic interactions between things. It’s about how people meet, talk, trust, share, collaborate, team, experiment, and grow together.

When an ecosystem thrives, it means that the people have developed patterns of behavior – or culture – that streamline the flow of ideas, talent, and capital throughout a system.

Ecosystem: an organic, dynamic system of inter-connected parts.

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THE MARKETING ECOSYSTEM

2011

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THE MARKETING ECOSYSTEMTHE MARKETING ECOSYSTEM: CHALLENGES FACING MARKETERS TODAY

2012

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THE MARKETING ECOSYSTEMTHE MARKETING ECOSYSTEM: CHALLENGES FACING MARKETERS TODAY

2014

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July 2015THE MARKETING ECOSYSTEM: CHALLENGES FACING MARKETERS TODAY

Delivering on the brand promise

Creating demand, finding new customers

Retaining, renewing, growing the value of existing customers

Building Competitive Advantage – finding and holding an edge

Building a loyal core of profitable long term customers

Driving sales while reducing costs

Some things remain the same…

FOR MARKETERS

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SOME THINGS HAVE CHANGEDTHE MARKETING ECOSYSTEM: CHALLENGES FACING MARKETERS TODAY

Consumers are no longer satisfied with a product or service provided at good value, they want meaningful, personalised experiences that they can share (or moan about)

Targeting is no longer about hitting the right person at the right time, it’s about talking to consumers in the context of their environment and purchasing behaviour

Pricing pressure is everywhere

Measure and justify every expenditure

Technology is evolving at lightning speed

Content and consumption is ubiquitous

July 2015

1. Shift to mobile

2. Content overload

3. Privacy and security

4. Rise and fall of technologies

5. Doing more with less

6. Audience of millions, Segments of One

7. Simplicity out of complexity

7 CHALLENGES FACING MARKETERS TODAY

SHIFT TO MOBILEJuly

2015

HAS MOBILE SEARCH REACHED A TIPPING POINT?July

2015

July 2015

TV still dominates but mobile now beats PC with 33 min per day

MOBILE: VIDEO CONSUMPTION

EMAIL ON MOBILE: CONSUMER PATHWAYSJuly

2015

DESIGN – MOBILE FIRST

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July 2015

Responsive content is a must

Design for mobile first, then extend to tablet and desktop

Create content and build links that move consumers along the pathway

Make it easy for consumers to move between channels and across devices

Consider which parts of the broader App environment can be used- Branded app, partner app, iOS/Android system apps, - eg. Passbook & Rewards apps, Health & Lifestyle apps

How to overcome the challenges

MOBILE

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CONTENT OVERLOAD

CONTENT OVERLOADJuly

2015

PAID VS OWNED VS EARNED July

2015

DUAL SCREEN BEHAVIOURSJuly

2015

July 2015

Embrace the shift from traditional advertising to the value of owned and earned media

Content is still king – it’s just a new King

Remember the need for authenticity and credibility

Tap into the stream of talented journalists being laid off by traditional media companies, who are joining the corporate ranks as editors of owned media

Regain the coveted position of media bosses of the past, by using data and customer behaviour to “curate” the content you offer, to improve relevancy and increase engagement

Technology such as Flipboard that helps put the reader in charge of curating their own content, services such as Outbrain and Taboola that serve complementary content to your own

How to overcome the challenge

CONTENT OVERLOAD

PRIVACY AND SECURITYJuly

2015

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PRIVACY AND SECURITY

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July 2015

Marketer has to navigate between government policy, product availability and the cost of having the right solution

Service providers who can help marketers navigate this landscape will become the trusted advisor

Quality of security is more important than where it is hosted

Industry groups (ADMA) have in-house legal specialists

How to overcome the challenges



July 2015TWO COLUMN LAYOUTS

Big Data

Internet of Things

QR codes

Social commerce

Bitcoins

Wearables

Virtual reality

Kinetics

Voice recognition

Virtual PA / concierge

Kickstarter & crowd-funding

The Startup Culture – software, gadgets,

iPhone release cycle is shortening

RISE AND FALL/RISE OF TECHNOLOGIES

July 2015THE MARKETING ECOSYSTEM: CHALLENGES FACING MARKETERS TODAY

July 2015

July 2015

It’s not about the technology. It’s how about how you can use technology to embed your brand into the culture.

Brands shifting from from a maker of widgets to Software as a Service that is transforming relationships with consumers.

How can you elevate your role in how your product is used?

Eg. Nike innovating into the running culture

Access to more data is pointless unless you can derive insights and use for action

Social commerce is still embryonic. Many are trialing.

How to face the challenges

RISE AND RISE (FALL) OF TECHNOLOGIES

THE RISE AND FALL AND RISE OF NIKEJuly

2015

July 2015

DOING MORE WITH LESS

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DOING MORE WITH LESSTWO COLUMN LAYOUTS

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PROGRAMMATIC MEDIA

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DOING MORE WITH LESSTWO COLUMN LAYOUTS

AUDIENCE OF MILLIONS, SEGMENTS OF ONEJuly

2015

July 2015

Select a list of all customers from QLD that have parked Early Bird between 10-20 times or spent between $150 - $200 at Wintergarden on 1 -31 July 2015

Secure Parking

AUDIENCE OF MILLIONS, SEGMENTS OF ONE

July 2015

I want to be able to be able to prioritise the content to a person’s interests based on the preference centre/click data/other data source

I want to map out a customer journey according to a customers interactions (across web, app, email and mobile) and lifecycle stage

I want to coordinate and automate the timing of communication across email, mobile, in-app to create more impact to the customer communication

CLIENT REQUIREMENTS



Access to and integration of the data that allows micro-segmentation and automation- Behavioural data: Transactional, social, in-app, browse and search

Re-imagine the Customer Lifecycle in the context of multiple, simultaneous touch points

Build a view on Customer Richness (discover where the gaps are)

Easy to use tools / Implementation can be complex (outsourced)

How to face the challenge?



It takes a lot of effort to make something look this simple

SIMPLICITY OUT OF COMPLEXITY

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TAKING THIS…THE MARKETING ECOSYSTEM: CHALLENGES FACING MARKETERS TODAY

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… TO THISTHE MARKETING ECOSYSTEM: CHALLENGES FACING MARKETERS TODAY

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…OR THISTHE MARKETING ECOSYSTEM: CHALLENGES FACING MARKETERS TODAY

July 2015

The day to day operation of technology to be simple, easy to use self-service

To call in and talk to someone who can help them fix a problem quickly

To build marketing communications and content that looks great on mobile, tablet, desktop without knowing HTML

To build queries, create triggers and run reports without knowing SQL

To have dashboards and insights that give them a 360-view of what’s working and what needs to be improved

Clients need all of this so that they can be better, faster and more personalised that their competitors

What clients want…

SIMPLICITY

Our Brand promise:Winning with Simplicity.

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We work across the digital value chain. We can fill clients’ needs across the customer lifecycle at whatever point they require.

Engagement and Retention StrategyWe have been pioneering email marketing since 2000 and offer extensive SMS services to retain customers’ business, increase spend and have them act as brand advocates. We set-up sophisticated communication strategies and systems for managing databases and leveraging data to keep your customers engaged, managing everything from customer relationships, loyalty programs to database building initiatives.

WHAT WE DO

APD CREDENTIALS

Customer Experience (CX) StrategyBuilding strong Customer Experience (CX) requires deep discovery and analysis, looking at competitors, the industry and multi-channel strategies. We strategize and build the optimal interactive experience for your customers’ needs – across technologies and mobile devices.

Performance-based Customer AcquisitionOur industry-leading best-in-class techniques to drive awareness and acquire new customers are performance-based, meaning your initiatives are always accountable to results. We are always measuring results, refining and reoptimising to deliver the maximum number of new customers at the lowest cost of acquisition.

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WELCOME TO APDWHERE WE ARE

APD is made up of nearly 400 professionals operating from 10 offices across the Asia Pacific region.

TONY DAVISAPD ENGAGECEO [email protected]

AUCKLAND T +64 9360 6463

MELBOURNE T +613 8612 6897

SINGAPORE T +65 6220 8383

SYDNEY T +61 2 9336 7504

www.APDgroup.com