Marketing Communication: from a functional approach to a customer experience driver. CX summit Oct 2015 E. Aiello.
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The document discusses the metro marketing strategy presented by Elisabetta Aiello at a conference in Barcelona on October 13, 2015. It highlights the importance of integrated marketing communication and the need for deep customer insights to enhance the customer experience. The document also outlines challenges faced in marketing and emphasizes the shift towards digital engagement and personalized storytelling.
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Marketing Communication: from a functional approach to a customer experience driver. CX summit Oct 2015 E. Aiello.
- 1. Elisabetta Aiello,,CX,summit,Barcellona 13th October,2015 METRO,WAY,TO,MAKE,MARKETING,, COMMUNICATION,CONTRIBUTING,TO, EXCELLENT,CUSTOMER,EXPERIENCE,
- 3. AGENDA 1 About,Metro 2 The%Marketing Challenge% 3 Metro%Marketing%Way:%Integrated%Marketing%Communication% 4 Enabling%Insights 5 Conclusions 3
- 4. ! 720%stores%in%26%countries,%over%5,5mn%sq mt ! More%than%21mn%customers ! More%than%117.000%employees ! Sales%over%30.000%billions%euro 4
- 8. RECENT,RE,– ORGANIZATION ! Commercial%intelligence%local%empowerment… ! Federations… 8
- 9. AGENDA 1 About%Metro 2 The,Marketing,Challenge, 3 Metro%Marketing%Way:%Integrated%Marketing%Communication% 4 Enabling%Insights 5 Conclusions 9
- 10. METRO,MARKETING,CHALLENGE:,CHANGE,THE,COMMUNICATION,MIX, 10 1:one 1:many Content:,Sell,&,TellTransactional Inspirational Mass 1:one 1:many Content:,Sell,&,TellTransactional Inspirational Mass ]]] Digital touch% points% reach% Mobile app Search, Engine Ad 1:1,TM MM,promo Brand,communication, (ATL,%external% event) Individual/CTG, Metro,Mail Social, media/, Prof,online, community Competence, content, Store Paper% reach% Search, Engine Ad Loyalty,program 1:1,TM 1:many, Competence,content, Store MM,promo Brand,communication, (ATL,%external% event) Legends:% bubble% size%=%communication% reach% Social media/, Prof, online,community __,Online% and% off%line%touch% points%reach% FUTUREFROM,AS,USED,TO,BE, Loyalty,program MUCH,MORE,DIGITAL,,PERSONALIZED,, STORY,TELLING MAINLY,PRINT,,MASS,,TRANSACTIONAL TO
- 11. 11 JOB, DONE! BUT… " Brand%positioning,%brand%values,%brand%tracking " Creating%digital%capabilities,%building%customer% journeys.%Achieving%digital%mktg performance " Establishing%data%mining%Starting%1:1%targeted% communication " Developing%content%marketing:%‚How%to‘,% capabilities%set%up,%platform,%social%Kpis tracking " Tracking%customer%satisfaction,%connecting%to% compensation% OUR,MARKETING,AGENDA,2012]2014
- 17. AGENDA 1 About%Metro 2 The%Marketing%Challenge% 3 Metro,Marketing,Way:,Integrated,Marketing,Communication, 4 Enabling%Insights 5 Conclusions 17
- 18. 18
- 23. AGENDA 1 About%Metro 2 The%Marketing%Challenge% 3 Metro%Marketing%Way:%Integrated%Marketing%Communication% 4 Enabling,Insights 5 Conclusions 23
- 24. ENSURING,TO,FEED,THE,PROCESS,AUTHENTIC,INSIGHTS, Some%‚old%fashioned‘%tools%turned%to%be%crucial: ! Customers,1:1,visits ! Persona,portrait ! Cross,functional,approach,to,both,above,,engaging,also, agencies 24
- 28. AGENDA 1 About%Metro 2 The%Marketing%Challenge% 3 Metro%Marketing%Way:%Integrated%Marketing%Communication% 4 Enabling%Insights 5 Conclusions 28
- 31. #METRO,actionable,score,cards, Pool,&,Connect,the,KPIs,row,data,,appropriately, to,our,business,and,communication,model, STILL,A,LOT,TO,DO,ABOUT,IMC,,PERFORMANCE MEASUREMENT #IMC,actionable,dashboard Pool,&,Connect,the,KPIs,row,data,,appropriately, to,our,business,and,communication,model, Catalog Paid%Search Website Social%Media Radio TV Physical%Location email Direct%Mail KPIs, How%many%customers%do%we%REACH,with% our%communication? How%many%customer%do%we% ATTRACT with%targeted%offer% How%many%customers%do%we% ENGAGE in%METRO, communities? (Sustainable),LFL,sales,grow 31
- 33. 33
- 34. 34 Thank you!