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Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Distribion Webinar)
The document discusses a 2012 marketing study focusing on the effectiveness of distributed marketing organizations, highlighting the disparity between top performers and everyone else. Key findings indicate that top performers are significantly more likely to invest in advanced marketing technologies and provide autonomy to local marketers, leading to better campaign outcomes and customer engagement. The study suggests that enhancing marketing relevance through local control and data-driven decision-making is crucial for improving overall performance.
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Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Distribion Webinar)
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- 2. Top Performers: Respondentsthat achieved Top Quartile performance in key KPI’s TODAY’S STATS Everyone Else: Everyone Else Total survey responses: 608 Qualified survey responses: 169 Marketing 2012 State of Campaign Multi-Channel Management Marketing (Nov. 2012) (Aug, 2012) REVENUE CLICK-THROUGH RATES ROMI #Dist_Mktg 2
- 3. • – To spread out so as to cover something – First known use: 15th Century • – Related to a computer network where some processes are done in workstations and information is shared – First known use 1968 #Dist_Mktg 3
- 4. – Local Branch – Independent Agent – Franchisee – Reseller #Dist_Mktg 4
- 5. Regional Branch /Office Corporate Marketing • Manage Brand Consistency • Corporate Strategy • Support Channel(s) Regional Branch / Office Regional Branch / Office Regional Branch / Office #Dist_Mktg 5
- 6. • • • • • • #Dist_Mktg 6
- 7. 2012 IBM Study • 1,700 CMOs from 64 Countries 1. IBM 2012 Study: From Stretched to Strengthened #Dist_Mktg 7
- 8. • • • • These challenges are amplified in a distributed marketing organization. #Dist_Mktg 8
- 9. Figure 1: Useof Technology How many marketing technologies does your Email Marketing organization regularly use? Web Analytics Landing Page Hosting Social Media Monitoring 50% Marketing Automation List Management % of Respondents 44% Mobile Engagement 37% Customer Management 25% 30% Contact Center 27% 22% Salesforce Automation 13% 11% 15% Digital Asset Management Project Management 0% Marketing Calendar 1 2 3 >3 Marketing Financials # of Marketing Technologies Creative Tools Data Warehouse Top Performers Everyone Else #Dist_Mktg 9
- 10. #Dist_Mktg 10
- 11. • • • #Dist_Mktg 11
- 12.
- 13. #Dist_Mktg 13
- 14. CUSTOMER EXPERIENCE FORDISTRIBUTED ORGANIZATIONS • » Gleanster Research #Dist_Mktg 14
- 15. 2012 Adobe Study:1,700 CMOs No Process (14%) Head of Online (34%) Marketing Executives (56%) 1. Adobe 2012 Study: Digital Marketing Optimization #Dist_Mktg 15
- 16. Corporate Communications CORPORATE Local BRANCH Target Audience #Dist_Mktg 16
- 17. CORPORATE TECHNOLOGY STACK LOCAL Corporate Email Marketing Web Analytics Preference Management BRANCH Rich Media Information Flow Information Flow Brand Approved Assets Direct Mail BRANCH Branch 3 Email Marketing Preference Management BRANCH Brand Approved Assets Branch 4 Email Marketing BRANCH Dedicated Agency #Dist_Mktg 17
- 18. CORPORATE TECHNOLOGY STACK LOCAL BRANCH DISCONNECT Information Flow Information Flow BRANCH • Brand Consistency • Communication Frequency BRANCH • Personalization • Holistic Analytics BRANCH #Dist_Mktg 18
- 19. • • 40% 1. IDC 2. CMO Council #Dist_Mktg 19
- 20. #Dist_Mktg 20
- 21. Ability to makedata driven decisions Top Performers Top 10 Challenge 33% Top 3 Challenge 67% #Dist_Mktg 21
- 22. Local Marketers DeliverEmail Campaigns 100% 13% 75% 46% 50% 87% 25% 54% 0% Top Performers Everyone Else Yes No Source: Gleanster Campaign Management Survey (n=16 for Top Performing Distributed Enterprises, n=62 for All Other Distributed Enterprises #Dist_Mktg 22
- 23. Top Performers are: •7x more likely than Everyone Else to invest in distributed marketing technologies • 12x more likely than Everyone Else to use dynamic template capabilities for digital marketing #Dist_Mktg 23
- 24. Top Performers mitigatechallenges through increased autonomy at the local level. Increase marketing relevance and 91% personalization Provide more autonomy & control 82% over local markets Improve marketing cycle-time 78% 70% 75% 80% 85% 90% 95% 100% Top Performers #Dist_Mktg 24
- 25. • Early 40’s • 1 Child, Just had 2nd • Lives in Suburbs Todd How would we personalize a message to Todd? #Dist_Mktg 25
- 26. Generic Corporate Messages Email Marketing • Periodic Emails CORPORATE • Periodic Mailer Local Branch Manager Email Marketing • Congratulations Email Personal Social BRANCH Media Account • Targeted Product Offers • Facebook Wall Post #Dist_Mktg 26
- 27. Email PDF Landing Page Locked by Corporate Customizable by CORPORATE Local Marketers Distributed Marketing • Channel Specific, Brand Approved Template Library Platform PDF BRANCH Distributed Marketing Platform • Personalized for local audience • Contact info for local Account Rep #Dist_Mktg 27
- 28. • • • • • Corporate Marketing controls the brand and centralizes measurement. #Dist_Mktg 28
- 29. Campaign Execution Measurement Multi-Channel & Email Integration Analytics Landing Page DISTRIBUTED MARKETING Rich Media PLATFORM Digital Asset Corporate & Local Dynamic Print Collateral Management Templates Social Media Etc. Preference Contact Management Management #Dist_Mktg 29
- 30. • – Minimize Training Requirements – Minimize Compliance Processes – Empower all relevant communication channels – Accessibility – Augment reporting and analytics #Dist_Mktg 30
- 31. Deep Dive: HowTop Performing Distributed Marketers Power Multi-Channel Marketing (October 2012) Download at www.gleanster.com http://www.gleanster.com/reports/reports/how-top- performing-distributed-marketers-power-multi- channel-marketing #Dist_Mktg 31
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Editor's Notes
- #8 CMO’s feel unprepared for the amount of complexity they face.