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Steve Forbes: Empowering Marketing

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Steve Forbes: Empowering Marketing

  1. 1. EMPOWERING MARKETING Powering the future of people-centric marketing
  2. 2. Steve Forbes Sales Marketing Customer Experience
  3. 3. 3
  4. 4. Technology, Interactions, and Opportunities 5
  5. 5. 6
  6. 6. 7
  7. 7. Consumers want to engage 48%of global consumers expect brands to know them and help them discover new products or services that fit their needs. 57%of global consumers say they are more likely to pay attention to communications that are contextual and intelligent.
  8. 8. How do you make the shift to customer-driven everything? 12
  9. 9. The saying vs. doing gap B2C: “Just 28% [of marketers] centralized customer data from across channels to create a single record for the customer, despite their desire for a 360-degree view of customer-brand interaction.” - Relevancy Group, June 2015 B2B: “While 83% of marketers say creating buyer-centric is a priority, only 23% claim to be at an advanced state of this transition” - Sirius Decisions, 2015
  10. 10. June 2015 The consumer data value exchange study
  11. 11. 3 Rules for Moving People Up the Value Ladder Source: Microsoft Consumer Value Exchange Study, 2015
  12. 12. Make data meaningful (the what)
  13. 13. Companies are perceived to take more than consumers give Source: Microsoft Consumer Value Exchange Study, 2015; Microsoft & Research Now Data collected by companies Data I share with companies
  14. 14. -13 -16 -18 -16 -13 -20 -11 -10 -18 -12 -12 64 59 51 45 47 38 44 37 24 29 21 77 75 69 61 60 58 55 47 42 41 33 Technology Financial Services Telecom Travel Electronics Healthcare Retail Entertainment Auto CPG Luxury The sharing gap exists across industries Data collected vs. shared by Industry Sharing gap “If they give a benefit… something that will improve my life, then they can use my data." - Male Mainstream, FranceData collected Data I share Source: Microsoft Consumer Value Exchange Study, 2015; Microsoft & Research Now
  15. 15. Not willing to share Willing to Share High awareness of data Low awareness of data OPPORTUNITY = AMPLIFYING PERSONAL VALUE Source: Microsoft Consumer Value Exchange Study, 2015
  16. 16. Focus on personal benefits (the how)
  17. 17. Focus on positive, emotional benefits to give value back to consumers Source: Microsoft Consumer Value Exchange Study, 2015 Helps me feel informed and in control Helps to inspire me and inform discovery Helps me feel smart and accomplished
  18. 18. ACHIEVEMENT Why it prompts sharing: • Helps me feel accomplished • Makes me look good 63 49 48 29 28 20 A service that pays you cash/rewards Loyalty points for services and products A service that offers you significant discounts A service that supports your goals and encourages progress Premium Access/Enhanced Service with more features VIP/Beta Access % of consumers who would share data in exchange for…. Source: Microsoft Consumer Value Exchange Study, 2015; Microsoft & Research Now
  19. 19. Data Activity Preferences Immediate Benefit Loyalty points Merchandise Long term Value Supports goals/encourages progress
  20. 20. ORDER Why it prompts sharing: • Helps me feel organized • Helps me prioritize/frees up time for what is really important 30 28 27 24 16 A service that connects with all your devices and simplifies your life A way to get things done with fewer steps (e.g. automatic logins) A service that automatically prioritizes what is important to you A service that provides reminders at the right time on the right device Location-based reminders % of consumers who would share data in exchange for…. Source: Microsoft Consumer Value Exchange Study, 2015; Microsoft & Research Now
  21. 21. Data Location Purchase History Preferences Immediate Benefit In-store navigation Easy checkout Long term Value Enhanced recommendations Automatic reminders (gifts)
  22. 22. DISCOVERY Why it prompts sharing: • Makes me feel connected to the world around me • Helps me be spontaneous 36 29 27 22 A personalized discount finder (on things you love) A service that offers suggestions that help you improve A service that proactively provides content based on your interests A service that helps inspire you to do something new based on people like you % of consumers who would share data in exchange for…. Source: Microsoft Consumer Value Exchange Study, 2015; Microsoft & Research Now
  23. 23. Data Photo Social profile Immediate Benefit Personalization Long term Value New ideas based on people like me Personalized suggestions
  24. 24. Bombardment ControlAccessTransparency Barriers to Sharing Source: Microsoft Consumer Value Exchange Study, 2015
  25. 25. Eliminate barriers to sharing (the why)
  26. 26. Get to positive, permission-based data exchanges Source: Microsoft Consumer Value Exchange Study, 2015
  27. 27. Not willing to share Willing to Share High awareness of data Low awareness of data Source: Microsoft Consumer Value Exchange Study, 2015
  28. 28. Not willing to share Willing to Share High awareness of data Low awareness of data Net less willing: 57% Source: Microsoft Consumer Value Exchange Study, 2015; Microsoft & Sentient Decision Science
  29. 29. Key takeaways Source: Microsoft Consumer Value Exchange Study, 2015
  30. 30. Now What?
  31. 31. Finding the signal through the noise
  32. 32. 89% Percent of fortune 500 companies that are gone since 1955 20 Billion Projected number of devices in market by 2020 2x Average rate of data growth every two years 90% Percentage of world’s data created in the last two years References……….. "If the rate of change on the outside exceeds the rate of change on the inside, then the end is near.” - Jack Welch
  33. 33. Leverage technology Apps: Pick or build your stuff Reporting: Use the tools you already know Back-end: Not scary – we can help!
  34. 34. Powering passion with fan engagement “We are taking our relationship with Microsoft a step further: a digital alliance that will revolutionize the relationship between the club and its fans...a digital community of 120 million fans across the world.” — Florentino Pérez, President, Real Madrid Objectives • Reimagine the experiences, content, and exclusive digital services for club supporters, fans, and players • Experiences available at the stadium, at home, and anywhere on any device • Immerse fans with statistics, details of matches real time, and the ability to create “mock teams” • Deliver to the segment of one an individualized experience based on context and preference
  35. 35. Get started with a Data Visualization Jumpstart, a two-week engagement with Microsoft Services that will implement Power BI or Datazen helping customers discover Business Insights through powerful visualizations and easy access to different data sources. Expand business insight with the Advanced Analytics solution, an eight-week engagement with Microsoft Services that provides a custom data warehouse solution on the Azure Analytics Platform delivering relevant and actionable analytics models. See how data can drive measureable change across your company with one of two starting offers, the Data Visualization Jumpstart and the Advanced Analytics Solution. Get started with Data Insights
  36. 36. Next Steps Contact your Microsoft Account Manager Contact Steve Forbes: sforbes@microsoft.com Download the study: http://advertising.microsoft.com/en/cl/33087/cons umer-data-value-exchange
  37. 37. Microsoft Enterprise Services Enterprise Strategy Consulting Support Partner Enablement Microsoft Services 6,000 consultants & enterprise architects 5,000 Premier Support professionals 20,000 employees worldwide architects, engineers, consultants, and support professionals with the deepest expertise in Microsoft technologies 35,000 Global Partners 191 countries 46 languages A Worldwide Footprint of the Fortune 1,00075%
  38. 38. Resonating with target markets BMW utilizes social media insight to enhance brand message “By using Windows Azure to make audience data available in Microsoft Dynamics CRM, we enhanced the business continuity of our marketing campaign and developed more than 900 new sales prospects.” — Beata Bujalska, E-marketing Analyst, BMW Latin America Objectives • Run targeted, scalable campaigns in multiple markets. • Convert online interactions into real transactions. Tactics • Integrate social media data with Microsoft Dynamics CRM to improve targeting. • Use Windows Azure to store vast social media data Results • Rich data repository improves lead generation techniques • Cloud-based solutions make it easier and cheaper to manage customer data
  39. 39. Providing a digitally interactive brand experience Audi engages customers with a gesture based shopping experience “…With Audi City we are creating a one-stop-shop for experiencing our brand. It is right in the midst of our customers’ lives, yet seamlessly connected to the online range offered by the four rings.” — Peter Schwarzenbauer, Member of the Board of Management, Audi Objectives • Personalize the dealership experience in an interactive and immersive way, while utilizing a smaller footprint • Engage a metropolitan and digitally oriented demographic Tactics Created Audi City, where customers can create and visualize through Kinect technology on a wall-to-wall HD, photorealistic 3D screen. Results • Brought their brand closer to their customers geographically and emotionally • Engaged the digitally oriented demographic • Maintained and utilized a minimalistic footprint

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