This presentation is about: - the trends in Social Media and the impact on Marketing - the increasing complexity for CMO's and marketers to manage campaigns end to end - the increased complexity of measuring multiple channel campaigns and the ROI contribution - the Microsoft's vision on the way forward. The customer 2.0 has become a super consumer. They are very well informed. But they also show a very fickle purchase path. Research shows that the customer 2.0 gets in touch with you when they are almost 60% down in the sales funnel. In 70% of the cases, they even buy without involving your Sales department. Customers want to be surprised by you with new Amazing Customer Experiences. The good is not good enough anymore. Companies must adapt to the new customer journey

1. How the customer 2.0 changed marketing

2. More than 4,5 billion people are empowered to share their
opinions, wants, and needs like never before.
44%
of consumers complain
via social media.

3. The social customer also expects an unparalleled level of
service.
20%
expect a response within
1 hour via social media.

4. Everyone is connected, everywhere, all the time
>4.5 billion
>400 million
people on social
tweets per day about product,
services, and brands
>6.8 billion
on mobile
150
average number of times a
person checks their phone
each day

5. Every touch point matters
Reputation…
Search…
Shopping…
References…
Reviews…
Ads…
Engagement…
Likes…
Service…

6. Customers 2.0 know everything
products
customers
competitors
service
employees
brand

7. Decisions are made before you can even engage
Customers are
57%
through the sales cycle
before they talk to you
70%
Of Buying process
complete without
sales *
* http://partnersinexcellenceblog.com/70-of-buying-process-completed-without-sales-invovlement/

8. Companies must adapt to the new customer journey

9. A New Paradigm for Delivering Amazing Experiences

10. Microsoft Dynamics CRM is built to help you meet
customer 2.0 needs
People-first experience
designed to bring you
closer to your customers
Pervasive connections
and communications
inside and outside the
organization
Personal experiences
delivered across every
interaction and
engagement

22. Marketing Spend Allocations
Traditional + Digital/Social
Excludes display and search ads
Traditional Advertising
Marketing Spend Allocations
Digital/Social View Only
Display ads
Search ads
Digital Marketing
Email Marketing
Digital Events
Direct Marketing
Search engine optimization
25%
& growing
Excludes
digital events
Company Websites
Events
Other areas: PR, MI, AR,
marketing support and sales
tools, collateral
Excludes email marketing
Source: IDC 2012 CMO Tech Marketing Barometer Study
Social Marketing

23. Aligning to the customer experience
The complexity of marketing
Customer Engagement Effectiveness
Awareness
Engagement
Customer
Excellence
Conversion
Retention
Programs
Conversion Point
Optimization
Lead
Management
Cross-channel
Experience
Consistency
Content / Nurture Social
Listening
Campaign Marketing
Mgmt
Web Content
Mgmt
E-commerce
Platform
Revenue Performance
Analytics
CRM Database
Creative Design
Ad Networks
/ PPC
Web
Analytics
Email Marketing
Social Media
Marketing Marketing
Automation
Customer Lifecycle
Cross- / up-sell
Campaigns
Mobile
Marketing

24. Complexity can disturb a great customer experiences
Ad Networks
SEM / PPC
CRM
Database
Revenue
Performance
Analytics
Social
Listening
Retention
Programs
eCommerce Platform
Email
Marketing
Community
Manager
Cross-channel
Experience
Consistency
Conversion Point
Optimization
Social
Marketer
Campaign
Management
Web
Analytics
Email
Marketer
Creative Design
CMO
Social Media
Marketing
SEO/SEM
Agency
Business
Analyst
Marketing
Automation
Mobile
Marketing
Cross- / up-sell
Campaigns
Ad
Agency
Web Content
Mgmt
Content / Nurture
Marketing
Lead
Management

25. Welcome to Marketing by Microsoft Dynamics

27. Built for customer experience
Annemarie.Brandsen@microsoft.com