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CMO 5.0Marketers of the Future
Introduction: When Marketing Was Easy… ..........................................................................................3
Digital Transformation – Challenges for Marketing ...............................................................................4
CMO 5.0 – Marketers of the Future ......................................................................................................7
CONTEXT MARKETING: UNDERSTAND, GUIDE, AND RETAIN CUSTOMERS ................................8
MARKETING ENGINEERING: TECHNOLOGY THAT EXCITES ..........................................................9
WILL THE CMO BECOME THE CMTO? ........................................................................................11
Must-Have Tools for Digital Marketing ...............................................................................................15
DATA MANAGEMENT ................................................................................................................15
DIGITALIZED PROCESS MANAGEMENT .....................................................................................17
SUCCESS MEASUREMENT AND MARKETING OPTIMIZATION ...................................................19
Checklist: 7 Concrete To-Do’s For The Marketer Of The Future ............................................................20
Preparing for the Future – Sustainable Customer Experience ..............................................................22
Companies Participating In This White Paper .....................................................................................23
Imprint .................................................................................................................................................25
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Content
When Marketing Was Easy…
3
The Internet has changed purchasing behavior as well as
Marketing – more than ever before, they
rely on the right con-tent, delivered at the
right time.
In the past, Marketing only worked in one direction and was broadly aligned to the masses. The more people that were approached, the higher the chances were of reaching potential customers. In the mid to late 20th century, it was mainly flashy company signs, advertising posters and illuminated billboards that appealed to the interest of po-tential customers. At that time, marketers were in charge of the infor-mation economy and controlled all content and messages dispersed by the company.
Leaving a “One-Way Street” With Inbound MarketingToday this form of Marketing is known as a “one-way street”. It is certainly possible to use content and information for an active, advertising approach, such as a so-called classic outbound strate-gy, e.g. by cold-calling acquisition or mailings – which still exist in mass. But this is no longer enough to attract customers as it used to. The Internet, social media and advancing digitalization have funda-mentally changed large parts of the corporation as we know it today. As a result, today’s customer is looking for access to important in-formation and expects to find it: any time and any place. Basically, companies’ content must “simply” be found. In this strategy, called Inbound Marketing, a company attracts the attention of interested parties through meaningful, useful and relevant content. The Prob-lem: in order to be perceived within the current information flow by the target customers at all, the content must be specifically tailored to the needs and preferences of target groups.
Content Marketing as a GuideInbound Marketing is a method that helps companies to be found by potential customers, convert them to leads, and develop leads into customers. Inbound Marketing, also known as Content Marketing, is a marketing tool with which a company attracts the attention of the interested parties through meaningful, useful and relevant content (usually on the Internet). The purpose of this content is to inform potential customers about the company and, in an ideal case, to con-tact them (incoming inquiry = lead).
Dialog with the Customer (Again)This development requires a radical rethink in Marketing: away from one-way communication and into dialogue. As an interface between the market and the company, modern marketers must not only provide content, but also collect information about customers and prospec-tive buyers. This is the only way marketers can tailor their work to (potential) customers - with a view on product development, commu-nication and management. This requires increasingly personalized and emotionally-charged communication with the outside world.
This white paper gives an overview of Marketing’s current and future challenges. Additionally, you will also learn about the skills and tools marketers of the future use in order to meet these challenges.
44.5 million people in Germany are online every day, an average of 108 minutes per day!
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Digital Transformation – Challenges for Marketing
5
In Germany, 44.5 million people are online daily, for an average of 108 Minutes per day – according to the ARD/ZDF Online Study 2015: for almost half of the German population, the Internet is “a daily guide where all possible questions and subject-matter merges.” 1 Information is available around the clock and – thanks to mobile de-vices – is available almost everywhere. In order to be heard and to gain new customers, Marketing must master a threefold challenge: Sending the right message, at the right time, via the right channel in order to actually reach the ever more demanding customers. No wonder Classical Marketing has reached its limits!
Customer Experience: Don’t Just Serve Customers – Inspire Them!For every marketer, the overall goal is now on optimal Customer Ex-perience. Because positive experiences in connection with a company and its products ensure satisfied customers. The task of Marketing is to inspire customers and - especially emotionally - to connect them with the company and the brand. In this way, companies create loyal ambassadors for their brand, product and / or service. However for this, a holistic, consistent Customer Experience - consistent with all touchpoints - is required: from initial contact to purchase, use, care and maintenance of a product. This is the only way to enable compa-nies to stand out from the competition in a targeted manner and to tap new sales potentials in order to gain new customers and loyal patron customers.
From Sender to ReceiverFor some marketers it might be tough to drop the megaphone, but sooner or later they will have to: the degree of wasted coverage is simply too high and the messages for the individual customer too irrelevant. Instead, successful marketers listen. They can no longer be merely message transmitters, but also message receivers. This is the only way in which marketers can learn to understand the cus-tomer - the most important prerequisite when responding to his or her individual needs. After all, it is what customers and prospective customers expect: they see themselves as individuals and do not want to be addressed as part of a faceless mass. From a first person perspective, even pure ego posting by a company, in other words, messages about the advantages of its own products and solutions peppered with purchase requirements - does not interest the recipi-ent. Here it is recommended to use useful content that actually helps the recipient with his specific problem. For real added value, custom-ers and prospective customers are even willing to disclose personal information - whether for an informative white paper on Customer Experience or a checklist for Marketing Automation. For the company and, in particular, Marketing, this information is qualification worth gold: marketers must systematically evaluate this information and translate it into appropriately personalized measures tailored to the customer’s needs.
The overall goal for every marketer is now
on perfect customer experience. In order for this to succeed, messages must be
consistent across all touchpoints.
Digital Transformation – Challenges for Marketing
1 http://www.ard-zdf-onlinestudie.de/fileadmin/Onlinestudie_2015/
PM_ARD-ZDF-Onlinestu-die_2015-10-12.pdf
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The Digital ExplosionIn the age of digitalization, not only does the amount of data sources seem inexhaustible, but Marketing is also reflected in a multitude of communications and sales channels and / or touchpoints, all of which are subject to appropriate content – both customer-oriented and channel-specific. Thus, technological advances ensure that not only technology and products but also knowledge and content be-come more quickly outdated. In addition, digitization increases cus-tomers’ expectations to communicate in real-time. In order for the customer to receive the right message, at the right time, the use of smart technologies is indispensable. These technologies must fur-ther automate communication processes and network all involved parties, as well as channels, and even devices, with eachother as best as possible. That is to say, Marketing has the same drivers as that of digitalization. This challenge must be met with new compe-tences and supporting tools.
However, one thing should not be ignored: Digital Transformation is both a challenge and an opportunity, which properly „tackled“, promises not only future viability, but also competitive advantages that ensure company success in the long term.
Die digitale Transformation – Herausforderungen für das Marketing
Context Marketing as the basis for offering individual customer experience.
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CMO 5.0 – Marketers of the Future
CMO 5.0 – Marketers of the Future
Not only to counteract digitalization, but also to utilize it in a target-ed manner in order to be successful now and in the future - this is the central task of companies, in both B2C and B2B sectors. In this con-text, Marketing must be active in two main areas: Context Marketing and Marketing Engineering. Context marketing is needed, because focus is increasingly on customers - especially potential customers - and their personal needs, while Marketing Engineering is needed, in order to systematically integrate marketing and information technol-ogy into a company‘s infrastructure and business processes.
CONTEXT MARKETING: UNDERSTAND, GUIDE AND RETAIN CUSTOMERSWhile in the past Marketing’s message was to reach as many people as possible, today the quality and content of the message and re-lating to the individual, play a decisive role. Information’s individual relevance is always dependent upon the respective context of the recipient. This includes the consumer’s personal characteristics and behaviors, such as his or her prior knowledge, income situation, the way in which they acquire information and their position within the purchasing decision process – the so-called buyer journey or cus-tomer journey. Marketing must take context into account, in order to determine which channel and content the potential customer is most likely to reach and, more importantly, to awaken their interest.
Travel Guide to the Customer JourneyThe world is digital – as is your customer. Before a customer decides on a product or service, they have usually already been informed about various solutions and offers on the Internet - and typically long before companies know about the existence of that customer at all. Google calls this the „zero moment of truth“. As a result, today a large part of all purchasing processes begin by the customer typing a search term into a search engine. Marketing’s job is to point cus-tomers towards the right content, at the moment. Not only the first impression counts, but every experience at different touchpoints is important for an end-to-end Customer Experience. In order to achieve these goals and to guide the Customer Journey effectively, content that is tailored to the needs of potential customers is needed.
The basis of success-ful Customer Journey: Getting to know your
customers. This is the only way to get the right messages, through to the right
channel - at the right time.
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CMO 5.0 – Marketers of the Future
Buyer Personas Instead of Target GroupsIn order to create appropriate content and spread it across the right channels, the concept of target groups is often too roughly applied. Therefore, today the definition of so-called buyer personas has been established, i.e. detailed profiles of a typical representative of a tar-get group. Relevant aspects include: position, age, gender, profes-sional career, income situation, area of responsibility, information behavior and professional pain points. Buyer personas, also known as desired customers, are a valuable decision-making tool in deter-mining what kind of content your customers will most likely respond to and where these contents are most likely to be published.
Individualized Mass CommunicationIn order to communicate content in a personalized and individual way, it is important to adjust the depth of information to the recipient‘s posi-tion within the purchasing process. An interested party who has already gained an overview of possible solutions to his problem needs deeper - for example, application-oriented - information than someone who is just starting their customer journey. A company that knows the exact needs of a prospective customer and who can provide them with appro-priate information during his or her journey thus demonstrates a high-ly perceived competence. This also increases the chance of a positive Customer Experience across all touchpoints - and ultimately a long-term customer relationship.
MARKETING ENGINEERING: TECHNOLOGY THAT EXCITESAn explosively growing number of channels and touchpoints, a huge amount of data and increasingly complex processes - digitization brings with it a lot of Marketing challenges, but also supplies mean-ingful technological solutions to solve them. A marketer’s job is to use this technology sensibly. This requires a close interlinking of IT and Marketing. This is the only way to optimize Marketing - both internally and externally (with the customer in mind) – in order to ensure future-oriented and efficient marketing.
Class Instead of MassIt was formerly Marketing’s job, to communicate as widely and to reach as many potential customers as possible. Today the credo is: class instead of mass. It is necessary to avoid wasted coverage and to start an individual, personalized dialogue with the (potential) cus-tomer. For this reason, content in the customer’s respective phase of the purchasing process, must be relevant for them. In addition, the messages must also adapt themselves to the customer’s respective usage contexts in a channel-specific or even device-specific manner. The type and scope of content varies, for example, depending on whether a recipient receives it mobily via a smartphone or informs themself via specialist portals or social media channels. Only one relevant message should arrive over the right channel, at the right time – specifically, when the customer needs this information – in order to persuade them.
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Detailed buyer persona profiles are a
valuable decision-making help.
CMO 5.0 – Marketers of the Future
In addition, the messages must be consistent across all channels so that potential customers are not confused or become lost when changing communication channels. How can marketers correctly choose the content, time and channel of a message for the individual customer?
Collect and Manage Customer-Specific DataOn the Internet, customers leave their digital footprints – entering e-mail addresses and search terms, purchasing products, clicking on links and social networking activities. The more information on cus-tomers and prospective customers that is available, the more appro-priate and individual a Marketing approach can be designed and the more efficient and effective Marketing measures can be developed and planned. However, it is not enough to simply track the customer digitally during his Internet searches and online / offline purchases to collect this data. Instead, this information must be systematically bundled and analyzed – this is the prerequisite that ultimately ena-bles the information to be prepared in such a way that marketing-rel-evant conclusions can be drawn from it at all.
More Accuracy with Marketing AnalyticsMarketing Analytics tools provide the necessary analytical functions and metrics to manage, scale, analyze, and make sense of large amounts of customer-specific data. It is important that data from various sources - such as an online shop, website or social media - can be integrated and compressed. Added to that, are the evaluation
criteria for existing marketing activities. For example, by A/B testing, it is possible to determine which message’s content or design variant is better for the recipient: Which version causes them to click on a link more frequently or buy a product more often?
Marketing Analytics is a self-learning approach. It is about analyzing customer-specific data and evaluating marketing measures based on predefined criteria. The marketer must only make decisions that can be derived from it correctly, i.e. optimize content, adapt campaigns, expand activities or even to stop them. Marketing Analytics not only increases knowledge about the customer, but also makes valua-ble conclusions about the marketing itself - for more accuracy and process stability. The prerequisite for this is that the technology is high-performance and can be scaled for different (growing) require-ments according to needs.
Efficient Data Management and Automated MarketingWhen it comes to large-scale digital transformation, a holistic ap-proach is indispensable for digitizing Marketing. This requires pri-marily efficient Data Management - from customer information, marketing analytics data, editorial content and, of course, product data and product information. Efficiency can only increase if compa-nies avoid or remove single data silos and redundant data storage, because only then can relevant systems - such as Customer Relation-ship Management (CRM), Enterprise Resource Planning (ERP), Prod-uct Information Management (PIM) and Media Asset Management (MAM) be integrated together. If the required systems are linked
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With Marketing Ana-lytics, reach valuable
conclusions and get to know your customers. This allows you to of-fer the right content,
at the right time.
CMO 5.0 – Marketers of the Future
together and all relevant information is linked, communication pro-cesses can also be automated and customized. Only then can Mar-keting become efficient in then future.
WILL THE CMO BECOME THE CMTO? The growing importance of Marketing Engineering and the increasing use of technology suggest that a classical marketer, as one knows them, has served their time. But is an IT expert supposed to take over the complex tasks of Marketing? No, by no means! The Chief Marketing Officer (CMO) cannot be replaced by a Chief Marketing Technology Officer (CMTO). Rather, it is about adding the „T“ (as a technological know-how) to the CMO in the sense of a further com-petence or a supporting person.
One Cannot Stand on One Leg – At Least Not for LongIn order to meet the growing demands of customers and to offer an ideal customer experience, Marketing of the future needs far more competencies than before - but not exclusively in the form of modern technologies. Marketing cannot rely solely on a marketer (human be-ing) or technology alone.
Only the combination of classic marketing and technology promises success: emotionality and creativity combined with process orien-tation and the ability to collect, interpret, and use data – to get the best of both worlds. It does not necessarily require a CMTO if the CMO has a sufficient technological understanding. What is clear,
however, is that an additional IT specialist can support Marketing’s technical processes even better, thus providing valuable support for marketers of the future.
CMO 5.0: An Extra Portion of Competence, Please!Marketing Information Management systems, Marketing Automation software and much more - the possibilities of technological support for Marketing are diverse. Marketers do not have to feel threatened by this. Rather, their core competencies - creativity, strategy and concep-tion, storytelling and branding - continue to be marketing’s focus when it comes to creating an optimal Customer Experience.
Technology creates the necessary room for a marketer to standardize and particularly to automate processes, which can be technologically represented. The creative and strategic remain the responsibilities of the CMO: But where does the target market develop? What do customers need? Which stories are suitable to convince customers? What kind of content is necessary? The CMO must oversee all of these aspects and also coordinate the use of technological support. This does not mean that they should replace their previous skills with others. Rather, it is necessary to develop new areas of compe-tence with which they are optimally equipped for marketing tasks of the future. Just as Web 2.0 or Industry 4.0 represent a higher stage of development for existing processes and structures, the term CMO 5.0 should be used to recognize a new and improved version of this job’s role and CMOs should position themselves accordingly.
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Inbound Marketing: The right content
is the „nuts and bolts“!
CMO 5.0 – Marketers of the Future
The Marketer as a Company’s ConductorMarketing of the future brings together an enormous range of data from different sources, systems and departments. Therefore the mar-keter has the role of conductor in an orchestra composed of various people and subjects. He/she has to create the perfect interplay of information and creativity so as to provide the customers with the perfect melody to accompany their customer journey. This involves
gathering professional information from the experts in the company, preparing it as interesting and useful content, and playing it out via the relevant channels. This challenge makes teamwork and leadership quality the most important criteria for sustainable success in Market-ing. Against this backdrop, a marketer must not only bring all involved parties within the company together around one table, but also build the bridge to the outside world - to the customer.Marketers play the
role of conductor in the company: He/she has to create
the perfect interplay of information and
creativity in order to provide customers
with the perfect melo-dy to accompany their
customer journey.
12
The seven phases of the Customer Journey
Information Depth or Density
Amount of Provided Information
CMO 5.0 – Marketers of the Future
Marketing – The Automation of SalesIn the past, Marketing – in the sense of a megaphone communication – had the task of attracting as many people as possible to a company and a product or a service, while Sales concentrated on one-to-one communication with the customer. Today, Marketing must also fo-cus on individual customers and provide them with relevant content. Thanks to fast-paced technological developments, from analytics to automation, Marketing can also be (and often is) increasingly better in terms of customer orientation than even Sales. Financial statements and closing sales alone are not the only motivations of Marketing – but
rather, above all, long-term customer loyalty - with an optimal and sus-tainable Customer Experience as its basis throughout the relationship. As a marketer can individualize mass communication and respond to each customer individually, Marketing becomes the efficient au-tomation of Sales. Luck for all Marketers: As long as we are willing to accept them, these serious changes are also becoming more and more evident in terms of budgeting and salary. Due to its expanded functions, new IT tasks and higher budgets, CMOs will be the most important roles in a company’s future.
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Innovative technologies are the foundation of Digital Marketing
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Must-Have Tools for Digital Marketing
Must-Have Tools for Digital Marketing
15
Unlike enterprise resource planning processes, which are easily standardized using ERP systems and corresponding software solu-tions, marketing is much more specific. Marketing off the shelf is not constructive; rather, a customized differentiation is necessary. In this case, the goal is an optimal Customer Experience. While strategy and creative concept are still the responsibilities of the marketer, modern technologies can offer effective support in terms of effectiveness and efficiency. The use of IT in the fields of Data Management, Pro-cess Management and Marketing Optimization ensures that the Cus-tomer Experience is not accidental but rather is sustainable. 2
DATA MANAGEMENTHigh-quality and relevant content is the cornerstone for future suc-cess in Marketing. Fortunately, most companies have a large amount of content, such as product information, videos, or images, but most of them are stored in many different places or in separate data silos - and thus completely unstructured.
From CRM to CIM: Provide and Enhance Customer Information Since modern Marketing is no longer communicating with the anon-ymous mass of potential customers but is focused on individual and
personalized communication, customer information plays a central role. Customer Relationship Management encompasses all customer processes as well as their documentation and maintenance for long-term customer loyalty. A CRM system enables the central storage of all customer data - from contact information, through the purchasing behavior, to trafficked activities on the Internet. Apart from Market-ing, this data also benefits Sales. Both of them can create content on this basis and deliver it in an accurate way. Other departments that benefit are Customer Service and Product Development.
With the evolution from Customer Relationship Management (CRM) into Customer Interaction Management (CIM), this process captures every single contact moment between the customer and the compa-ny and exploits it in the course of customer-oriented, personalized marketing. The task of the marketer is to adjust the marketing mix and the customer’s needs and characteristics, in order to enable the findings to be fed back into marketing activities via the CRM system and develop suitable content. In this way, customer profiles can be further enriched, and they are increasingly revealing how to opti-mize the individual’s Customer Experience. This not only increases the satisfaction and loyalty of new and existing customers, but also supports the development of up- and cross-selling potentials.
Manage your content professionally and
control it efficiently in all touchpoints - at the right time and in
the right context.
2 The presented tools are merely a selection. There are also
other technologies that effectively support Digital Marketing.
Must-Have Tools for Digital Marketing
16
PIM Systems: Manage and Control Product Date EfficientlyA company‘s current product information is extremely important. However, the more comprehensive the portfolio, the more difficult, more time-consuming and more error-prone the process to merge the right data and to utilize it becomes. Especially if product data is not managed centrally in one place but in different systems, for example in the complex storage structures of various departments, such as Product Management, Sales, or even by external service providers such as agencies.Decentralized data retention makes data management in marketing considerably more difficult – the solution is Product Information Man-agement (PIM), which enables the efficient and automated mainte-nance and control of product data on one, central platform instead of in different data silos. The marketer benefits from up-to-date and valid product information, which is available to them at a central location and from there - through appropriate interfaces directly and automatically - into various touchpoints and marketing systems, such as an automation software for E-mail Marketing. As a result, a PIM tool not only forms the basis for efficient product communication in different channels and in different languages, but it is also the basis for a consistent product or brand experience across all touchpoints.
Centralized Marketing Information Management (MIM) Pure product data is not everything. Without visual content, com-munication no longer works. Marketing-relevant media data, or so-called digital assets, e.g. photos, graphics, layouts and multimedia content should be available in the formats, sizes and qualities re-quired for the corresponding channels and materials. For that pur-pose, the use of a platform for Media Asset Management (MAM) – also known as Digital Asset Management (DAM) – is recommended. With it, the corresponding content can be stored in a media-neutral manner, managed and conveniently made available for various media outputs. Thus, marketers receive a central overview of the compa-ny’s existing media data inventory and gain control of the content in various channels. Such a media database simultaneously ensures that data is always available in the latest version and in the right format for communication - both nationally and internationally. Mar-keting Information Management (MIM, for short) includes a PIM as well as a MAM system and holistically covers requirements and processes end-to-end. Whether product data or videos and photos - everything is centrally maintained and managed within a system. In terms of consistent, multichannel communication, changes made to the centrally-managed original content are automatically processed via corresponding interfaces in shop, publication or other marketing systems.
http://bit.ly/2fWOp1A
Insights into CONTENTSERV’s PIM Solution
Must-Have Tools for Digital Marketing
17
System Integration - The Key to Successful Data ManagementIn the future, Marketing is not only faced with the challenge of bun-dling the company’s existing data in a media-neutral or channel-neu-tral manner, but also making it available for communication process-es and campaigns, and preparing it accordingly for each channel. At the same time, it is also necessary to enrich and optimize data with additional information, which doesn’t work with individual data si-los – this only works with integrated system landscapes. Therefore, a higher-level Workflow Management is required, because only a seamless, digital collaboration of components and users can guar-antee getting away from manual data maintenance, redundant data storage and inadequate interfaces between frequently incompatible systems. Today, there are already effective and efficient integration solutions available that bridge Marketing’s predetermined breaking points and simplify data management for the CM0 5.0. This ensures optimal workflows, efficient process management and therefore en-sures the future viability of Marketing.
THE SOLUTION: DIGITALIZED PROCESS MANAGEMENTIn Marketing, there are a number of processes that need to be dig-itized efficiently and transparently. These include coordinating the data exchange, matching corresponding systems, and selectively controlling and optimizing targeted campaigns. In order to make marketing processes effective and efficient, it is not only necessary to manage data, but also to move entire campaigns through various channels (e.g. Multichannel Management), for example through mar-keting automation, and the associated workflows and resources.
No Multichannel Communication Without ManagementIn order to positively influence the purchasing decision of potential and existing customers and to create a lasting Customer Experience, professional Multichannel Management is required. The marketer has to consistently bundle information from different data sourc-es in a neutral manner, to prepare channel-specific target groups, and convincingly communicate them to the (potential) customer. All marketing channels - both online and offline - should be efficiently managed and operated via one single source. The basis for this is an integrating system landscape consisting of CRM, PIM and MAM / DAM systems. From this, the required data is then collected for campaigns and distributed across the output systems via automat-ic workflows. This includes, in particular, shop systems and e-com-merce marketplaces, but also modules for print publications. The ba-sic prerequisites are interfaces which enable automated processes between systems.
Marketing Automation Solutions: Automated Support for the Customer JourneyMarketing Automation is designed to provide each buyer persona with individual, relevant and personalized content along the entire Customer Journey – automated, and therefore, as efficiently as pos-sible. This requires connecting the different data systems. The cen-tral availability of content from the PIM and / or the MAM / DAM system is the most important prerequisite for internationally operat-ing companies, in particular, in order to ensure consistent communi-cation transnationally, across countries.
Must-Have Tools for Digital Marketing
18
Especially in E-mail Marketing-driven Lead Management, Marketing Automation plays an important role: because Lead Management’s goal is transforming prospects into customers by providing them with valuable content, step-by-step through the purchase process, all of the company’s Marketing activities need to be transparent and measurable. This is the only way to create an excellent – also, personalized – Customer Experience at every touchpoint along the Customer Journey.
MRM Systems: Efficiently Plan and Steer CampaignsMarketing Resource Management (MRM) plays a central role in the challenges of Digital Marketing. In order to plan attention-grabbing and customer-specific campaigns based on a dialogue between com-panies and customers and which positively influence a cross-chan-nel Customer Experience, MRM needs two things: holistic Workflow Management and powerful software solutions to effectively and efficiently support them. In Marketing, it is important to meet the demands for more customer orientation, agility and efficiency, by making all marketing processes transparent and flexibly adaptable with regard to their required resource time, personnel and budget. To achieve this, in addition to careful planning and budgeting of mul-tichannel campaigns and their consistent implementation across all
channels, campaigns also need continuous success monitoring and ongoing optimization, including resource optimization. For this pur-pose, the PIM and MAM / DAM systems require access to the MRM system data. In this way, marketing campaigns can be planned and efficiently steered in a target-group-oriented manner. In addition, excellent cooperation can be achieved within the company and, if necessary, also with its dealers.
Would you like to learn more about Lead Management? Download our free White
Paper “MIM as the Key to Efficient Lead
Management”, at: http://bit.ly/2hFq3Ob
Must-Have Tools for Digital Marketing
19
SUCCESS MEASUREMENT AND MARKETING OPTIMIZATIONAn MRM system and a Marketing Automation solution provide the opportunity to measure the success of marketing activities using pre-defined metrics and, more importantly, to return the results to the systems in question. An example: A company has made an accurate impression of its target customers and in addition to creating a rel-evant e-book, also creates other useful texts or multimedia content. The company offers the e-book for download on its website and ac-companies the campaign with a press release. Customers who are interested in the topic, for example, read the message on a special-ist portal, then visit the website and - in exchange for submitting their e-mail address – can download the e-book. In the context of an e-mail campaign, the company can then provide the prospective customers with further information via e-mail – as long as they have consented, and can simultaneously permanently monitor: Has the recipient opened the e-mail? Which link have they clicked on to download additional content? Did they download this content? The MRM system and the Marketing Automation solution can be used to answer these questions. If necessary, marketers can then adapt any e-mail texts or download content so that the customer feels better catered to.
Marketing Analytics: Forecast and FeedbackMarketing optimization encompasses more than just controlling the success of marketing campaigns: Marketing Analytics solutions help you to better understand and even intuitively predict customer be-havior. Learning to understand the customer is a key requirement in
order to make the Customer Experience as individual and accurate as possible. For this purpose, it is crucial to collect and evaluate every interaction with the individual customer in a CRM or CIM system. Accordingly, all customers need to consider a variety of touchpoints: What do customers “like” and share on Social Media? Where - of-fline or online - do they make purchases? And what time of day and night? Which channels and / or media are customers aware of? And which phone or e-mail requests do they address to Customer Ser-vice?
These are just a few examples of the contact moments, which pro-vide information on how a customer can be better looked after and prospectively joined to the company. Marketing Analytics is thus a kind of back-channel: Virtually every marketing campaign begins - as in the above example - with three questions: How do potential cus-tomers tick? What do they want and how are they best approached and persuaded? In connection to a campaign, these questions will once again play a role, as the campaign itself brings to light, knowl-edge about the customer and the perfect approach for them. The marketing campaign of the future is self-learning and self-optimizing thanks to these technological possibilities.
Marketing Analytics is a back channel
for optimal campaign planning.
7 Concrete To Do’s for the Marketer of the Future
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In order to make a company’s Marketing
future-oriented - that is, speed up time-to-market,
reduce costs, increase qua-lity and sales -, marketers
have to tackle new respon-sibilities. The following To-Do list provides help
with how market leaders can equip themselves for
the future:
Accept Technologies As Tools
First of all, one thing has to be internalized: at first sight, Dig-
italization seems to complicate Marketing tasks. At the same
time, it also offers solutions. The prerequisite for Digitalization
is that the marketer accepts their new role in the company.
They can then leverage the extra free time, which comes from
turning standardized processes into automated processes, in
order to increase value and company success.
Optimize the Customer Experience
In order to inspire and capture (potential) customers, a person-
alized and individualized approach with variable attributes and
content is required. For this, the entire Marketing process and
all affected systems within the company must be synchronized.
Marketing Information Management manages and structures
product data, assets, editorial texts, adaptations and customer
data for a targeted product communication.
Communicate Uniformly at all Touchpoints
For an optimal and lasting Customer Experience, consistent
product information and a uniform brand appearance at all
touchpoints is required. An integrated PIM and MAM / DAM
system ensures that no channel is forgotten and that all data is
always up-to-date. Therefore, the data is centrally maintained
and all media is supplied with current data at the same time.
Comprehensively Guide the Customer
In the future, it becomes more and more important to commu-
nicate relevant messages to interested parties and customers
at the right moment and at the right touchpoint in an individ-
ualized way - along the entire Customer Journey. Marketing
automation processes and systems ensure that all concerned
target groups receive the information relevant to them in an
automated manner. It is important to collect this data in order
to be able to communicate even more closely with the custom-
er. Such a dialogue is supported by well-maintained customer
information and a mutual connection between corresponding
systems for CRM, Asset Management and Marketing Analyt-
ics.
1
2
3
4
7 Concrete To Do’s for the Marketer of the Future
21
Create and Manage Content Centrally
If branch offices, departments and employees have their own
decentralized file storage for images, documents, sales doc-
uments, etc., this will result in long search times. Central
product data and asset management provides fast and con-
venient access for every individual informational requirement.
A central content platform also allows many different users to
collaborate effectively in flexible editorial processes. Central
project management brings all departments together in a coor-
dinated manner with their respective tasks, and each individu-
al employee knows what to do and when.
Support Non-Marketers Too
Advantages, benefits, technical data, competitive research
and testimonials should be assembled without any great effort
and made available to the Sales team, partners or branches.
Overlapping and interlocking systems or self-service portals
provide all important information at a central location for con-
venient and time-saving self-service.
Plan and Steer Campaigns Efficiently
In order to keep an eye on company success while not losing
sight of customer focus; one needs efficient resource and ex-
penditure management for all campaigns and marketing activi-
ties. An MRM system provides planning support, which should
also incorporate the findings of Marketing Analytics solutions
related to the achievement of individual measures.
5
6
7
Preparing for the Future – Sustainable Customer Experience
Conclusion
22
The demands of modern customers and the digital explosion of data and channels, or rather touchpoints, make Marketing even more complex and ever faster. Therefore, a marketer has to be even more strategic and agile. Particularly with regard to the growing influence of modern technologies, the marketer of the future must love change and feel comfortable in their new role as a “conductor” for the com-pany. Only then can they successfully master current and future chal-lenges in Marketing.
For a lasting Customer Experience, Marketing needs its already exist-ing competences in the fields of conception and storytelling. The use of supporting software systems for Data and Process Management as well as for the optimization of Marketing will be indispensable in the future, in order to be able to fulfill marketing tasks efficiently and customer-specifically and to be able to consistently handle all touch-points. The combination of marketers’ strengths as human beings and the advantages of Digital Marketing – with its various systems and solutions – is what make a professional and lasting Customer Experience possible at all for every (potential) customer.
For a lasting Customer Experience, marketers need to make
use of their already existing competences in the areas of
Conception and Storytelling.
Companies Participating In This White Paper
23
ABOUT CONTENTSERV
CONTENTSERV is a technology leader in the area of Marketing Solutions.
The company’s web-based software solutions ensure efficient product and
media data management as well as significantly more streamlined publica-
tion and planning processes. This not only enables enormous cost and time
savings, but also allows for fast and consistent communication across all
touchpoints - both online and offline. Today, Contentserv is already making
daily work easier for more than 300,000 users in 89 countries.
Thanks to the commitment of the company’s 200 highly motivated employ-
ees located in Germany, Switzerland, Austria, Belgium, the Netherlands,
France, India and the USA, CONTENTSERV was named a Growth Champion
(Wachstumschampion) in 2016 by Statista and Wirtschaftsmagazin Fokus.
Analysts also appreciate the highly developed marketing software by CON-
TENTSERV: On the LNC Wheel, Product Information Management (PIM) and
Media Asset Management (MAM) were both rated as leaders in their fields.
CONTENTSERV is characterized by its unique, worldwide network of part-
ners, with well-known technology partners such as Adobe, Salesforce and
Talend. This network allows CONTENTSERV to offer its solutions globally
and to simultaneously expand customers’ possibilities many times over.
Since 1999, the company has been owner-managed and self-financed.
Therefore, CONTENTSERV always defines clear goals and strives to realize
visions.
Kontakt:
CONTENTSERV GmbH
Werner-von-Siemens-Str. 1
85296 Rohrbach
Phone: +49 (0)8442 9253-800
Fax: +49 (0)8442 2044
E-Mail: [email protected]
Companies Participating In This White Paper
24
ABOUT SC-NETWORKS AND EVALANCHE
Founded in 1999, headquartered in Starnberg, Germany and maintaining
branch offices in Switzerland and Austria, SC-Networks GmbH is the manu-
facturer of the e-mail marketing automation solution Evalanche. Evalanche
is a modern, web-based e-Mail marketing automation solution available in
the European market. It has been specially developed for agencies and Mar-
keting departments of large companies and offers a variety of marketing
automation functions for effective Lead Management.
Evalanche is hosted in TÜV-certified data centers and has been certified
by TÜV Süd since 2011 in the areas of functionality and data security. In
2015 SC-Networks was certified by TÜV Hessen according to ISO / IEC
27001. More than 2,000 companies use Evalanche internationally. These
include well-known companies and organizations such as Avery Zweckform,
Deutsche Messe, Hansgrohe, KUKA Robots, KYOCERA Document Solutions,
ÖKO-TEST, Michael Page, swissMilk, SWR, UNIQA insurance companies,
as well as numerous tourism regions, several hundred hotels and over 250
top agencies.
Kontakt:
SC-Networks GmbH
Enzianstr. 2
82319 Starnberg
Phone: +49 (0)8151 55516-0
Fax: +49 (0)8151 55516-29
E-Mail: [email protected]
Impressum
25
IMPRINT
CONTENTSERV AG
Hauptstr. 19
9042 Speicher, Switzerland
www.contentserv.com
E-Mail: [email protected]
Administrative Board:
Patricia Kastner, Armin Dressler
Commercial Register: Canton Appenzell Ausserrhoden
Register Number: CHE-116.280.573
SC-Networks GmbH
Enzianstr. 2
82319 Starnberg, Germany
www.sc-networks.com
E-Mail: [email protected]
Managing Directors:
Tobias Kuen, Martin Philipp
Commercial Register: Amtsgericht München (District Court of Munich)
Register Number: HRB 14 65 73
Editorial Compilation
Jennifer Köhler und Sandy Wilzek
Möller Horcher Public Relations GmbH, www.moeller-horcher.de
Layout
Ümit Kuzoluk · [email protected] · www.uepsilon.com
Edition 1
The content of this white paper has been compiled with utmost care. How-
ever, we cannot guarantee its correctness, completeness and timeliness.
© CONTENTSERV AG and SC-Networks GmbH
All rights reserved - including, without limitation, copying, processing, dis-
tribution and any kind of exploitation of the contents of this document or
parts thereof outside the limits of copyright. Acts in this sense require the
written consent of CONTENTSERV AG and SC-Networks. CONTENTSERV
AG and SC-Networks reserve the right to make updates and changes to the
content. All data and contents, which are visible on screenshots, graphics
and further picture material, are only for demonstration. CONTENTSERV AG
and SC-Networks are not responsible for the content of this publication.
CONTENTSERV GmbH
Werner-von-Siemens-Str. 1
85296 Rohrbach
Telefon: +49 (0)8442 9253-800
Telefax: +49 (0)8442 2044
E-Mail: [email protected]
SC-Networks GmbH
Enzianstr. 2
82319 Starnberg
Telefon: +49 (0)8151 55516-0
Telefax: +49 (0)8151 55516-29
E-Mail: [email protected]
