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CL@B 2009 CONFERENCE Digital marketing & IT STRATEGY

CL@B 2009 CONFERENCE Digital marketing & IT STRATEGY. AUGUST 2009. So what does Digital Marketing have to do with IT Strategy anyway? i.e. Isn’t marketing just a bunch of pretty pictures?. New marketer.

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CL@B 2009 CONFERENCE Digital marketing & IT STRATEGY

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  1. CL@B 2009 CONFERENCEDigital marketing & IT STRATEGY AUGUST 2009

  2. So what does Digital Marketing have to do with IT Strategy anyway? i.e. Isn’t marketing just a bunch of pretty pictures?

  3. New marketer The birth of the analytical marketer whose objective is to demonstrate ROI by combining traditional marketing skills with technology and quantitative analysis. New technologist The birth of the marketing technologist who understands the consumers touch-point universe, integrated measurement, content distribution & multi-channel ad serving in the context of branding and communication

  4. What’s wrong with banking today? Banking began as a personal relationship with a banker, a branch and a high-touch environment Busy lifestyles created a need for efficiencies and ATMs were born The internet brought banking into our homes and offices giving us self-service interfaces for transactions and information Mobile banking took those interactions out of home and gave us even more control over where and when we transacted

  5. And all this technology was great, for our bottom line

  6. But the more we invested in technology, the further we got from our customers

  7. And look where it got us 1 in 2 Americans believe that all banks arebasically the same. Source: Forrester’s NACTAS Q4 2006 Survey

  8. The idea! Banks that use technology to get closer to their customers will own the future

  9. Why not?

  10. Why am I telling you this?1. digital marketing will play a critical role in making this happen2. You have the opportunity to learn from other’s mistakes

  11. 2002

  12. 2003

  13. 2004

  14. 2005

  15. 2006

  16. 2007

  17. 2008

  18. 2009

  19. Good News• Your wired household penetration is outpacing all the other major growth markets: You in 2009: 38%* RIC in 2009: 22%** *Averages Brazil, Mexico and Argentina **Averages Russia, India and China

  20. So what does this mean? • Things will change • When they do, it will change how you think about marketing, technology and your organization

  21. 5 Ideas that will reshape your IT strategy

  22. #1The conversation moves away from the website

  23. Life Used to be easy Paid Search WebSite Convert Entertain Inform Connect Assist Branch CallCenter Email Organic Search Banner

  24. … NOT anymore Social Video IP TV Rating Sites TV Paid Search Widgets WebSite Convert Entertain Inform Blogs Branch Connect Assist CallCenter Print Mobile Email Games Organic Search Banner Lead Gen Direct Mail

  25. New places to manage finances

  26. New places to discuss brands

  27. New places to evaluate products

  28. New ways to engage

  29. #2more marketing, less advertising

  30. Marketing is not advertising 72% of internet users say they are exposed to too much advertising Source: eMarketer, May, 2008

  31. Who do you trust? 90% of people trust recommendations from the people they know

  32. Social experiences

  33. Personal experiences

  34. Collaborative experiences

  35. #3listen to your customers

  36. The Old Way the old way • We focused on selling the products we have, not the ones our customers want • We thought of the web as a cost-reduction channel

  37. The Old Way the old way

  38. The Old Way 39% of people applying for a banking product online didn’t complete the process because they weren’t sure if they chose the right product.

  39. Time to listen “We were the biggest shouter in the 20th Century. In the 21st Century we want to be the best listeners” Greg Icenhower VP, Proctor & Gamble Corporate Communications

  40. The Old Way The new rules • Eavesdrop on your customers • Don’t fear failure • Keep it simple

  41. Listen to your customers

  42. Take Action Transform the product

  43. Make It Useful Transform the product

  44. #4targeting the message to improve performance

  45. Out-spending the competition isn’t a strategy

  46. THE GOAL • Right Message • Right Person • Right Time

  47. Target the message to eliminate waste Action-based Customer Segment Geographic Time of Day Behavioral Contextual

  48. Customer Targeting Consumer Base Traditional Marketing Serve same creative message to all users • Target within key DMA • Visited Site • Browsed Refinancing section • Prospect Relationship Segment Refinance Message General Home Loans message Geo-specific message Targeted Message

  49. #5analytics becomes a corporate asset

  50. Connecting the dots Read a blog Saw a TV ad Searched Online Received a mailer Visited the website Called customer service Increased deposits Opened an account

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