The Changing Nature of Campaign Management
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The document discusses the evolution of campaign management in the digital era, emphasizing the necessity for B2C marketers to adopt data-driven, cross-channel strategies to foster customer relationships and enhance relevance. It highlights the challenges marketers face, such as personalizing communications and integrating various channels, while underscoring the need for predictive and real-time optimization in marketing efforts. It also suggests a structured approach for firms to achieve real-time relevance through strategic choices and organizational alignment.
The Changing Nature of Campaign Management
- 1. The Future of Campaign Management: Driving Relevancy and Value 6 December 2012
- 2. Today’s Speakers Dan Smith, SVP Suresh Vittal, VP, Marketing Forrester ClickSquared @dsmithC2 @sureshvittal 2
- 3. Introduction to ClickSquared Top 250 GLOBALCOMPANIES TOP 100 PRIVATE COMPANIES Enablers and Devices 2011, 2012 2011, 2012 The only company offering SaaS cross-channel campaign management software, enabling B2C marketers to easily design, manage and deliver data- driven marketing programs without the cost and complexity of “big software” and multi-vendor integrations. “STRONG PERFORMER” “EDGES AHEAD OF THE DIGITAL PACK” 3
- 4. The Future Of Campaign Management: Driving Relevance and Value Suresh Vittal, VP & Practice Leader December 6 2012
- 5. Digital disruption is better, stronger, faster Old Disruption Digital Disruption 10xtors the inn ova 1/10th the cost 100X the power
- 6. This means disruption of your competitive advantage It is cheaper to launch products and build brands Differentiating ideas expire quickly and are Ideas and execution stay easy to duplicate with individuals not brands Information is abundant and accessible The groundswell changes category perceptions
- 7. Businesses need to be customer-obsessed
- 8. Do this by focusing on relationships
- 9. Customers are charting a new path
- 10. Customers are increasingly always-addressable 62% 60% 44% 37% 24% 18% 9% US online Gen Z Gen Y Gen X Young Old Golden adults (18-22) (23-31) (32-45) Boomers Boomers Generation (46-55) (56-66) (67+) Source: North American Technographics® Online Benchmark Recontact Survey, Q3, 2011 (US, Canada)
- 11. The marketing funnel is dead Source: October 2010, ““It’s Time To Bury The Marketing Funnel” Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited 11
- 12. Product research is the new norm EMPOWER CONSUMERS TO EXPLORE BEFORE THE POINT OF PURCHASE 82% researched a product before buying in 2012 66% research even low-consideration products 54% primarily use digital channels Source: August 27, 2012, “The Role Of Digital In The Path To Purchase” Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited 12
- 13. Digital decimates traditional channels THE STORE IS THE ONLY TRADITIONAL CHANNEL TO BREAK THE TOP 10 © 2012 Forrester Research, Inc. Reproduction Prohibited
- 14. Customers want a relationship BRANDS MUST BUILD RELATIONSHIPS ON NEEDS AND ACTIONS Source: September 18, 2012 “Brand Engagement The Consumer Way” Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited
- 15. New systems of engagement empower real-time experiences Source: February 2012 “Mobile Is The New Face Of Engagement”
- 16. Mobile accelerates this shift Source: February 2012 “Mobile Is The New Face Of Engagement” © 2012 Forrester Research, Inc. Reproduction Prohibited 16
- 17. Increasing resolution leads to a data deluge
- 18. Customers are outrunning you
- 19. Marketers struggle to unify customer data Source: Q4 2010 Global Technology Benchmark Online Survey
- 20. What limits your ability to develop a comprehensive view of your customer? Source: Q4 2010 Global Technology Benchmark Online Survey
- 21. Firms desperately need CI talent… Marketing scientists Image source: CafePress (http://www.cafepress.com/+data-geek+bumper-stickers)
- 22. Applications must manage an ever growing set of tasks Plan Analyze Design Execute • Write Briefs • Model Behaviors • Design campaign flows • Execute campaign • Define Objectives • Build Segments • Integrate creative tactics • Specify Audiences • Plan Selections assets • Track responses • Track Budgets • Optimize contact • Link promotions, offers • Detect inbound strategies • Apply business rules responses and state changes • Trigger next actions Report and Reuse Analyze campaign performance. Refine campaign templates Collaborate Administer Workflows, tasks, and approvals Data, users, and templates Source: January 31, 2012, The Forrester Wave™: Cross-Channel Campaign Management, Q1 2012 Forrester report
- 23. Buying practices lead to startling complex tech stacks
- 24. Marketers must lead this change
- 25. Help Wanted: Next Generation Campaigns © 2012 Forrester Research, Inc. Reproduction Prohibited 25
- 26. Behavioral personalization is a key demand What are the biggest cross-channel campaign management challenges you expect to face in the next two years? 0% 10% 20% 30% 40% 50% 60% Personalizing messages based on consumer behavior 57% Integrating traditional marketing channels with social 42% Coordinating communications across channels 40% Measuring results 38% Integrating online and offline channels 37% Having adequate staffing resources 33% Retaining current customers 27% Integrating inbound and outbound channels 25% Finding new customers 24% Working with IT 23% Creating and managing content 22% Gaining skills or capabilities in new or emerging 22% Creating more business-centric metrics 15% Budget cuts 15% Getting support from executives 11% Other 3% Base: 130 vendor reference clients Source: Q1 2012 Global Cross-Channel Campaign Management Forrester Wave™ Customer Online Survey
- 27. Firms are moving to predictive and real-time optimization to meet the engagement challenge
- 28. Two sources allow marketers to applying predictive to real-time interactions Marketing Management Brand Management Relationship Online Marketing Marketing Enterprise Marketing Platform Source: February 14, 2012, Revisiting the Enterprise Marketing Software Landscape Forrester report
- 29. The enterprise marketing platform has four primary categories Enterprise marketing platform Example vendors: Aprimo, IBM, Infor, Neolane, Oracle, SAP, SAS Marketing management Brand management Relationship marketing Online marketing Capabilities: Capabilities: Capabilities: Capabilities: • Performance • Collaboration • Campaign management • Email, mobile, and social management • Marketing resource • Segmentation • Web analytics • Plan and calendar management • Predictive modeling • Web interaction • Budget management • Marketing asset • Lead management optimization • Marketing mix modeling management • Event-based marketing • Ad targeting and • Forecasting • Distributed marketing audience buying Example Vendors: Example Vendors: Example Vendors: Example Vendors: Accenture, Hudson River Adam Software, Alterian, ClickSquared, Adobe, ClickSquared, Group, Marketing BrandMaker, Direxxis, Conversen, Eloqua, Entiera, ExactTarget, HP Evolution, Marketing Distribion, Orbis Software, Pitney Bowes (Autonomy), IBM Management Analytics, Saepio (Coremetrics), Responsys, ThinkVine X Plus One Source: February 2012 “Revisiting The Enterprise Marketing Software Landscape” Forrester report
- 30. Interaction management creates more relevant experiences and offers Outbound Campaigns I have an offer, let me find a segment to send it to. Special Offer Inbound Campaigns I have an customer, let me present the best offer. Special Offer Special Offer Special Offer Special Offer Special Offer Special Offer © 2012 Forrester Research, Inc. Reproduction Prohibited 30
- 31. IM expands the scope of campaign management 1 2 3 4 © 2012 Forrester Research, Inc. Reproduction Prohibited 31
- 32. Getting started © 2009 Forrester Research, Inc. Reproduction Prohibited
- 33. Achieving this vision requires a series of strategic choices Clarifying and balancing strategic goals and requirements Developing resources and organizational design Building analytical and measurement capabilities Linking business processes Coordinating technology Integrating data sources © 2012 Forrester Research, Inc. Reproduction Prohibited
- 34. Firms achieve real-time relevance in four stages Stage 4: Real-Time Unification § Data § Technology Stage 3: Optimization § Processes § Analytics and Stage 2: Cross-Channel Integration measurement § Resources Stage 1: Operational Mastery § Strategy Source: August 21, 2012, “Plan Customer-Centric Campaign Management Requirements” Forrester report. © 2012 Forrester Research, Inc. Reproduction Prohibited
- 35. Create a road map for cross-channel relevance Organizational Customer-centric Agile Customer Culture Alignment Marketing Intelligence Combine Qualitative Real-Time Customer Data Integration Channel Data Data Centralized Customer Technology Centralized Processes Strategist Strategist Workflow Comprehensive Social Cross Channel Decision Technology Listening Campaign Mngt Management Today © 2012 Forrester Research, Inc. Reproduction Prohibited
- 36. Build cross-functional structures to accelerate innovation Source: October 24, 2011, “Investing In Marketing’s Technology Future” Forrester report
- 38. Questions?
- 39. Fast Time to Value Easy to Use Powerful Better Results
- 40. Thank you Dan Smith Suresh Vittal ClickSquared Forrester dsmith@clicksquared.com svittal@forrester.com 857/2467614 617.613.6097 @dsmithC2 @sureshvittal www.clicksquared.com www.forrester.com