Presented by Bob Barker, VP of Corporate Marketing and Digital Engagement, Alterian Alterian’s 7th Annual Survey Results Webinar discovered just how ready marketers are to really engage their customers. The marketing industry is undergoing a dramatic transformation. Set against a backdrop of tight budgets, increased demand for accountability, the explosion in social media and informed, active and connected consumers, marketing is moving from mass communication towards multichannel customer engagement. While consumers are driving this change, marketers also are expecting their service providers to keep up and streamline and connect the services they offer. Bob Barker presented the survey findings including exclusive insight into the methods and investments that marketers are currently exploring and implementing.

1. Alterian 7th Annual Survey
Are You Ready to Engage?
Presented by Bob Barker
Vice President, Corporate Marketing
and Digital Engagement

2. Alterian’s 7th Annual Survey
1,068 marketing professionals
surveyed globally
North America 62% Europe 36% Asia Pacific and Other 2%

3. Survey Respondents by Segment

4. Question 1
How many different providers of marketing services do
you leverage to accommodate services such as digital
marketing, database marketing, data hygiene, creative &
brand, strategy & consultancy, web analytics, email
marketing and statistical analysis?

5. Q1: Number of Providers of Marketing Services Leveraged?

6. Costs of Complexity
• Cost of managing, analysing
• Cost of data integration, cleansing
• Cost of execution
• Cost of a slow speed to react
• Costs of not being effective
• Cost of weak relationship

7. Increasing Demands on Agencies
Agency
pre 00’s Creative
Agency 00’s Creative & Accountable
Across
Agency 10’s Creative & Accountable & Engaging & All
Channels

8. Service Provider Evolution: Customer Engagement Agencies

9. What is the Customer Engagement Agency (CEA)?
Customer Engagement Agencies take a multi
dimensional approach to marketing across all
channels combining three traditionally disparate
skills and deliverables:
• Creative capacity to develop persuasive content,
• Technical and multi-channel data expertise to deliver messages
via multiple channels
• Data-driven Intelligence driving cross channel/segment dialog
enabling positive financial impact through the proper selection of
the right message for the right audience at the right time
An Unwavering Commitment to RESULTS
Across All Channels

10. “We’ve hinted before that agencies that can’t
transition from pushing out messages to
nurturing customer connections aren’t long for
this world. Agency readers, heed our warning.
Services firms that lack data management,
analytics, listening , social media execution, and
strategy expertise will dry up”
Forrester US Interactive Marketing Forecast
by Shar Van Boskirk, July 2009

11. Question 2
How difficult is it for you for coordinate resources across
your digital agency and direct marketing agency?

12. Q2: How Difficult is it for You for Coordinate Resources?

13. Respondents Via Segment

14. Campaign Isolation
Digital Agency Campaigns DM Agency Campaigns

15. Time to Coordinate Across All Channels
Direct
Email Web
Mail
• Right message
• Right person
• Right channel
• Right time

16. Question 3
During the next 12 months, how much of your
marketing budget do you see shifting from traditional
direct marketing (direct mail/telemarketing) to
digital/interactive/social channels?

17. Q3: How Much of Your Marketing Budget Do You See Shifting?

18. Percentage of Marketing Budget Shifting Towards
Digital/Interactive/Social Channels (By segment)

19. We Are All Spending More Time Online
Social Angry
Informed In Touch

20. Marketing Becomes More Individual and Digital

21. Low Cost Set-Up, But Absorbed Into Current Roles

22. Pay Per Click is a Hyper Efficient Market Place

23. But You Have to Engage as Well
HIGH HIGH
Customer
Engagement
operational
Search’s role excellence
and value required
Hyper-
efficient
marketplace
LOW LOW
UNKNOWN AWARE CONVERSATION CUSTOMER ADVOCATE
CUSTOMER ENGAGEMENT LIFE CYCLE

24. Question 4
Do you incorporate your click stream/web analytics
data into your customer/email database?

25. Q4: Do You Incorporate Your Clickstream/Web Analytics Data?

26. Lost Opportunity
Website Customer
Click-stream Database
data

27. 360º View of What?
“There will be no such thing as an unknown customer”

28. Question 5
In which of the following new marketing techniques are
you currently investing or plan to invest?

29. Q5: In Which New Marketing Techniques Are You Investing?

30. Marketing Technology Enables Marketing Professionalism
• Be of Value to Customers – through listening to what they
actually want through social media and the internet
• Be Engaging – through the website and digital channels
• Be Consistent – with multi channel customer engagement
• Be Relevant – through individualized email
• Be Accountable – with customer analysis and reporting

31. Brands as Publishers and Broadcasters = Low Cost Distribution
Tweet key takeaways
Repackage as presentation
Start a discussion
Add voice for video
Chop into episodic blog posts
Deploy as formal release
Repurposing content opens new points of distribution and has a
Compounding Effect on Reach

32. Investment in Social Media Marketing vs Monitoring

39. Listen to What People Have Been Saying About You for Years
Collect Store Understand
SM2 indexes the entire social Alterian’s Social Media An incredibly powerful and
media universe, across the WarehouseSM, created in 2007, intuitive tool, the SM2 User
globe and across all contains over 3 billion social Interface enables clients to
platforms. media mentions, blogs, tweets, visualize, analyze, communicate
posts, images and and share findings. Turn content
conversations. into actionable insight.
Over 3 Billion Results

40. 57% Investing in Engaging on the Website
• When you have someone on your website, they have
given their full consent for you to communicate with
them or to market to them
• It’s your chance to engage, to persuade or to educate
• That chance might be brief - as the cursor hovers over
the back button

41. Web Engagement
Multiple Authors
Multiple Engagement Opportunities
Multiple Media types

42. Q5: In Which New Marketing Techniques Are You Investing?

43. Question 6
How much effort are you placing on integrating your
communication strategies e.g. moving from campaign-
centric direct marketing model towards multi-channel
customer engagement?

44. Q6: How Much Effort Are You Placing on Integrating?

45. Build an Ability to Drive Customer Engagement Cycles
Customer Engagement Life Cycle
UNKNOWN AWARE CONVERSATION CUSTOMER ADVOCATE
Multiple Customer Engagement Cycles

46. The Customer Engagement Cycle and Customer
Engagement Personas

47. Question 7
How would you rank the importance of Social Media (such
as social networking sites, user-generated content, blogs
etc) to the overall marketing mix?

48. Q7: How Would You Rank the Importance of Social Media?

49. Importance of Social Media to the Overall Marketing Mix
(By segment)

50. We all have a voice

52. Building Relationships One at a Time

55. 20 Best Marketing
and Social Media
Blogs by Women

56. Lets Talk Social Media ROI
• For SEO
• For lead generation
• For Customer service and support
• For New markets and product development
• For industry and competitive insight
• For social media campaigns
• For corporate marketing and brand building
• For Brand audits & general listening
• For public relations and crisis management

57. Question 8
How prepared do you feel you are to take advantage of
the new techniques that digital and social media
represent as part of your overall marketing/customer
engagement strategy?

58. Q8: How Prepared Do You Feel?

59. Get Prepared
• Form the Habit
• Listening tool – Social Media
Monitoring - Freemium
• Build a Social Media Practice
• Get the Little Book
– 1. Plan
– 2. Listen
– 3. Engage
– 4. Assess
www.alterian.com/lbsmm

60. Question 9
How many of your existing marketing staff have the
necessary skills required to take advantage of new
marketing or customer engagement strategies?

61. Q9: Does Your Existing Marketing Staff Have the Skills?

62. Website
New Stove Pipes
Email
Social
Media
SEO &
PPC
Website
Stove Pipe Dangers
(IT)
Old Stove Pipes
Direct
Mail
Advertising

64. Conclusions – Get Ready to Engage
• Marketing is transforming from Mass marketing to
Engagement with the individual
• Social media is fuelling the transformation of marketing the
internet begun – 67% say its increasingly important
• Marketers are getting ready to...
– Engage online –make the website engaging – 57% investing
– Engage in Social media marketing – 66% investing
• Marketers need to...
– Integrate internally and externally – integration is required to operate
effectively and to save costs – 42% don’t even incorporate web click
stream, they have multiple costly agency relationships
– Train their Staff – 40% don’t feel staff are prepared
• Customer Engagement Agencies are emerging to help
marketers

65. Questions?
Presented by Bob Barker
Vice President, Corporate Marketing
and Digital Engagement
Bob.Barker@alterian.com
Twitter.com/bob_barker