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Marketing Communication: from a functional approach to a customer experience driver. CX summit Oct 2015 E. Aiello.

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Marketing Communication: from a functional approach to a customer experience driver. CX summit Oct 2015 E. Aiello.

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Invited as speaker at the Customer experience summit 2015 (by Allan Loyds), I presented the crucial role of insights and of cross functional engagement in making marketing communication driver of positive customer experience.

Invited as speaker at the Customer experience summit 2015 (by Allan Loyds), I presented the crucial role of insights and of cross functional engagement in making marketing communication driver of positive customer experience.

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Marketing Communication: from a functional approach to a customer experience driver. CX summit Oct 2015 E. Aiello.

  1. 1. Elisabetta Aiello,,CX,summit,Barcellona 13th October,2015 METRO,WAY,TO,MAKE,MARKETING,, COMMUNICATION,CONTRIBUTING,TO, EXCELLENT,CUSTOMER,EXPERIENCE,
  2. 2. “I#think#the#success#around#any#product#is#really#about#subtle# insights.#You#need#a#great#product#and#a#bigger#vision#to#execute# against,#but#it's#really#those#small#things#that#make#the#big# difference.” ! Chad&Hurley
  3. 3. AGENDA 1 About,Metro 2 The%Marketing Challenge% 3 Metro%Marketing%Way:%Integrated%Marketing%Communication% 4 Enabling%Insights 5 Conclusions 3
  4. 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
  5. 5. 5 METRO#customers#
  6. 6. Championing#Independent#Businesses 6 METRO%positioning
  7. 7. OUR,ASSORTMENT,RANGE, Professional media Office, Cleaning,and, hygiene Seasonal Professional, household Fruit,and, vegetables Fresh,fish Meat Dairy Wine 7
  8. 8. RECENT,RE,– ORGANIZATION ! Commercial%intelligence%local%empowerment… ! Federations… 8
  9. 9. AGENDA 1 About%Metro 2 The,Marketing,Challenge, 3 Metro%Marketing%Way:%Integrated%Marketing%Communication% 4 Enabling%Insights 5 Conclusions 9
  10. 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. 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
  12. 12. Digital%Share of%media% consumption 25]45% Digital%share%on% marketing%spent% in%B2B 35]55% 12
  13. 13. Digital%Share of%media% consumption 25]45% Digital%share%on% marketing%spent% in%B2B 35]55% METRO%digital% share%of% budget%spent% 1%]8% 13
  14. 14. METRO,customer,communication, was,still,totally, DRY,and,UNISPIRING 14
  15. 15. The%focus%on%the%individual% excellence%of the%MKTG% functions%was%preventing% achieving%the%excellence% of%the%customer% experience… 15
  16. 16. The%mktg capabilities% puzzle%was%overlooking%a% key%piece:%Customer, insights,at,the,core Loosing%brand%proximity to%the%customer 16
  17. 17. AGENDA 1 About%Metro 2 The%Marketing%Challenge% 3 Metro,Marketing,Way:,Integrated,Marketing,Communication, 4 Enabling%Insights 5 Conclusions 17
  18. 18. 18
  19. 19. customer,attitude,and,mind]set Communication, Objectives customer,behaviour,KPIs Overall,market,performance IMC,FOUNDATION:,THE,OBJECTIVES,CHAIN, The%business% achievements%„flow“ The%planning% process%„flow“ Business, Objectives Marketing/ commercial Objectives 19
  20. 20. INTEGRATED,MARKETING,PROCESS, ROOTED,IN,DEEP,CUSTOMER,UNDERSTANDING, IMC Comms strategies Customer, knowledge Comms plans,and, budget, allocation, Supplier, Key, agencies, cooperation Target, setting,and, performance, measuring 20 INSIGHTS
  21. 21. INTEGRATED,MARKETING,COMMUNICATION:,COUNTRY,BY,COUNTRY,ROLL,OUT, WORKSHOP, 21
  22. 22. INTEGRATED,MARKETING,COMMUNICATION,AT,METRO 22 IMC Video
  23. 23. AGENDA 1 About%Metro 2 The%Marketing%Challenge% 3 Metro%Marketing%Way:%Integrated%Marketing%Communication% 4 Enabling,Insights 5 Conclusions 23
  24. 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
  25. 25. Visiting%some% customers%at% their%premises 25
  26. 26. Spreading%the% customer% personas% across%the% organization 26
  27. 27. Brainstorm% workshops with%multiple agencies Sem agency Branding%agency% UX%agency METRO 27
  28. 28. AGENDA 1 About%Metro 2 The%Marketing%Challenge% 3 Metro%Marketing%Way:%Integrated%Marketing%Communication% 4 Enabling%Insights 5 Conclusions 28
  29. 29. WE,WANT,TO,GAIN,CUSTOMER#PROXIMITY# New,Metro,Comms MIX IMC, Metro,comms ‘Heritage’ 29
  30. 30. WE,FOUND,OUR,WAY,TO,HELPING,OUR,COUNTRIES,TO,PRODUCE, EXCELLENT,CUSTOMER COMMUNICATION Crafting,Authentic,Insights,Tools,&,how,to, But#They#choose#their#own#local#recipe# 30
  31. 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
  32. 32. Award,winning,‘Horeca Monument‘,campaign,MCC,Spain,2015 IS,METRO,MKTG MOVING,AHEAD?,WE#BELIEVE#YES…. 32
  33. 33. 33
  34. 34. 34 Thank you!
  35. 35. Elisabetta,Aielo Director&Global&Marketing&Communication&Mix METRO,AG MetrofStrasse 1% 40235%Duesseldorf,%Germany Mobile:%+49%(0)%151/19517256 Mail:%elisabetta.aiello@metro.de CONTACT 35

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