BRINGING AGILITY This image cannot currently be displayed. TO - - PowerPoint PPT Presentation

BRINGING AGILITY TO MARKETING

Acquisition Retention Advocacy

MARKETING HAS SOME BASIC STRUCTURES

BRAND MESSAGES CAMPAIGN MESSAGE

AWARE CONSIDER DECISION BUY LOYALTY ADVOCACY USE ENGAGE Is it relevant to me? Should I consider this brand What product is right for me? How do I buy What does my product offer How do I use my product Should I buy more from this brand Would I recommend this brand?

TARGETED XSELL/UPSELL COMMS CUSTOMER SERVICE/LOYALTY COMMS PR/SOCIAL

THE MARKETING PROCESS

We do research into customer behaviour We strategize on offers and promotional ideas Agencies respond We brief it We research it We buy the media we put it out there and we wait We watch what happens

WE TRY TO ANALYSE THE RESULTS

LEADS SALES LEADS SALES

“Great news leads are down and sales are up” we are delivering a higher quality of leads “Great news, we are now able to deliver a much higher volume of leads. …….there does seem to be a problem with conversation though so you might want to look at that …. and sales are up… we are delivering a higher quality

• f leads”

… cause and effect is not always obvious

Week 1 Week 2

MEET SNOWFLAKE

MY GARDEN ECOSYSTEM

THE MARKETING ECOSYSTEM

Market Potential

ME MEDIA SP SPEND CH CHANNEL MI MIX CR CREATI TIVE ME MESSAGING CA CALL TO AC ACTION

Consumer Sentiment Regulatory Constraints Competitive Media Spend BR BRAND AND & & PR PRODUCT

OF OFFER CO CONVERSION ME MECHANICS

Competitive Products Disrupter Brands Category Share

• f Wallet

Structure Strategy Message Technology

ELEMENTS IN THE AGILE ECOSYSTEM

TRANSFORMATIONAL COMPONENTS

Structure AGILE THINKING

The culture: becoming an insight driven organisation & a data- driven marketing group Ringfence “safe” zones Build agile systems to support decision making

Strategy INSIGHT ANALYTICS

Organisational strategic initiatives, measurement inputs (brand tracking etc.), psychographic segmentation

Message IDEAS

Agile creative teams Multiple messaging applied to segmented thinking

Technology FLEXIBLE PLATFORMS

(AMO+Tube Mogol+ Doubleclick), Campaign

• ptimisation (ACM)

Flexible UX/design (AEM) and Adobe Mobile for apps, Insights (Adobe Analytics + Tealeaf)

GOAL

TRANSFORMATIONAL COMPONENTS

Structure AGILE THINKING Strategy INSIGHT ANALYTICS Message IDEAS Technology FLEXIBLE PLATFORMS Strategy INSIGHT ANALYTICS

GOAL

DEFINING THE GOAL

Increased channel adoption Improved product design and adoption Improvements in customer experience Increased customer base and reach Increased share

• f wallet

Ad spend

• ptimisation

Improved conversion rates Reduced churn

GOAL

Acquisition Retention Advocacy

MOMENTS OF TRUTH

BRAND MESSAGES CAMPAIGN MESSAGE

AWARE CONSIDER DECISION BUY LOYALTY ADVOCACY USE ENGAGE

TARGETED XSELL/UPSELL COMMS CUSTOMER SERVICE/LOYALTY COMMS PR/SOCIAL

Is it relevant to me? Should I consider this brand What product is right for me? How do I buy What does my product offer How do I use my product Should I buy more from this brand Would I recommend this brand?

Acquisition Retention Advocacy

HIGH VALUE MOMENTS

BRAND MESSAGES CAMPAIGN MESSAGE

AWARE CONSIDER DECISION BUY LOYALTY ADVOCACY USE ENGAGE

TARGETED XSELL/UPSELL COMMS CUSTOMER SERVICE/LOYALTY COMMS PR/SOCIAL

Is it relevant to me? Should I consider this brand What product is right for me? How do I buy What does my product offer How do I use my product Should I buy more from this brand Would I recommend this brand?

Structure AGILE THINKING Strategy INSIGHT ANALYTICS Message IDEAS Technology FLEXIBLE PLATFORMS

TRANSFORMATIONAL COMPONENTS

Message IDEAS

GOAL

Acquisition Retention Advocacy

LOOKING FOR OPPORTUNITY

BRAND MESSAGES CAMPAIGN MESSAGE

AWARE CONSIDER DECISION BUY LOYALTY ADVOCACY USE ENGAGE

TARGETED XSELL/UPSELL COMMS CUSTOMER SERVICE/LOYALTY COMMS PR/SOCIAL

Is it relevant to me? Should I consider this brand What product is right for me? How do I buy What does my product offer How do I use my product Should I buy more from this brand Would I recommend this brand?

IDENTIFY AND OPTIMISE HIGH VALUE ACTION

CRO

Structure AGILE THINKING Strategy INSIGHT ANALYTICS Message IDEAS Technology FLEXIBLE PLATFORMS

TRANSFORMATIONAL COMPONENTS

Technology FLEXIBLE PLATFORMS

GOAL

BUILDING MARTECH MATURITY

Marketing Transformation Marketing Automation Lead Quality Management, Nurturing and Sales Context Funnel Visibility Attribution and Predictive Tools

CRAWL WALK RUN

Flexible creative platform CRM, Capture movement, conversion rate

• ptimisation, velocity and aging measurements

Live response systems, early warning systems, AB Testing, Marketing automation linked to owned digital media buying Josh Hill Martech maturity model

Strategy INSIGHT ANALYTICS Message IDEAS Technology FLEXIBLE PLATFORMS

TRANSFORMATIONAL COMPONENTS

GOAL

Structure AGILE THINKING

THE AGILE MARKETING TRANSFORMATION JOURNEY

STRATEGY MESSAGING TECHNOLOGY STRUCTURE CRAWL WALK RUN

Strategic and Brand alignment Media and creative adaptability Responsive Dynamic marketing Brand Led Segmentation Driven Individually led (trigger based) Agile Technology platform Analytics capability Marketing automation, internal trading desks, Analytics 360 customer platform, Dynamic

• ptimisation

Marketing organisational structure Growth Hacking and experimentation Dynamic daily measurement and optimisation

DEVELOPING AN AGILE MINDSET

FIXED MINDSET

• Determine what you

think will work

• Scope solution thoroughly
• Assess total fixed costs
• Define end state “upside”
• Build a business case
• Sell it in
• Hope it works

GROWTH HACKING MINDSET

• Develop a list of ideas
• Stress test them
• Pick a few that look promising
• Run the experiments
• Measure and optimise
• Scale up what works
• Iterate

Embrace challenges Persist in the face of setbacks Avoid challenges Give up easily CHALLENGES OBSTACLES

THE PROCESS

IDEAS TEST PRIORITIZE OPTIMISE ANALYSE SCALE UP REJECT

IDEAS

Core team

Experiments Manager Experiments Hacker team Experiment Analytics

Delivers initial insights on which the experiments are based, Reviews the effectiveness of each experiment, suggest ways to refine it, predicts scale up projections Typically development and UX teams who construct the various executions to test Coordinates experiments, drives prioritisation process, champions the process to the wider organistion

IN SUMMARY

EVOLVE YOUR APPROACH

OBJECTIVES CHANNELS SEGMENTS ENGAGEMENT WITH OTHER TEAMS

CRAWL WALK RUN

Awareness, Acquisition, and lead generation

PRODUCTS PLATFORMS & TECH

Targeting and conversion optimisation Retention and loyalty Focus on digital channels Bring Above the line media into the mix Include Offline experiences Priority segments Expand to all segments Expand to all segments Optimise existing products Expand to include new experimental products Use to test potential products Marketing focus Marketing, IT and Product All of company Adobe AEM, Analytics, Audience Manager, Test & Target, and DTM Adobe Campaign, AMO, CRM Company wide dashboards and visibility of experiments

THANKYOU

JENNY WILLIAMS

JENNY@IDEAGARDEN.COM.AU @jennywilliams