6th Annual Survey Review

The Marketer’s Day

January 22, 2009

Alterian’s 6th Annual Survey Objective

The Marketer’s Day

• Conduct an analysis of ‘the marketer’s day’

• Identify what technology marketers are using for campaign creation and execution

• Explore the online and offline budgets of marketing professionals

Alterian’s 6th Annual Survey - Methodology

• Conducted October 1 – December 4, 2008

• Over 1,500 Marketers, Agencies, Marketing Services Providers (MSPs) and Systems Integrators surveyed

• Provides a clear year-on-year comparative analysis

Analysis of Respondents

1,545 Surveyed

The Marketer’s Day

• It’s about customer interaction

• It’s online and offline

• It’s complex

• It’s frustrating

• It’s going to need investment in integration

• It should be website centric

• It’s becoming focused on engagement

What Do You Mean by Online?

• Banner Ads• Search Engine Optimization• Pay Per Click• Blogs• Community Leverage/Participation• Email• Website

Online Marketing

How do you expect your online direct marketing expenditure to change over the next over the next 12 months?

Shift from Mass to Measurable Marketing

“What this means is that a recession will accelerate the decline of interruption-based mass advertising that simply shouts your message to customers. In it place we will see increased growth in measurable and relationship-based strategies such as a search marketing, email marketing, lead nurturing and online communities.”

Experience

Engage

Conversation

Value

Listen

Collaborate

Relationship

Two Way (2.0 Way) Relationship

LAUNCH CAMPAIGNS

EMAIL BLASTS

LEAD CAPTURE

DM – CARPET BOMBING

PUSH MARKETING

GUERILLA MARKETING

TARGET

One Way Battle

Marketing is Becoming Two Way

Transforms intoTransforms into

It’s Online and Offline

Offline Direct Marketing Expenditure 2005 - 2008

Offline Marketing

• Getting more intelligent

– Statement marketing

– Loyalty magazines/coupons

– Catalog segmentation

• Needs to be supported by online

– $93 Billion spent online

– $137 Billion spent offline on internet influenced purchases

It’s Complex

Number of Marketing Applications Used to Run a Campaign

Type of Marketing Applications Used

How to do we justify spending on integration?

• Marketing still needs more investment in integrated technology, processes and databases

– Finance/Manufacturing: ERP

– Sales: SFA/CRM

– HR: self-service applications

– Marketing: various siloed applications purchased, data owned by others

• Greater demands on Marketing budgets in 2009

• So where’s the money coming from?

$$

From creating a Marketing Dividend

What is a marketing dividend?

• The savings which can be made in the overall marketing budget by the implementation of integrated technology.

• This marketing dividend can be used to maintain marketing communications spend if budgets are reduced and increase communications spend if the overall budget remains static.

MarketingOperational Spend

Marketing CommunicationsSpend

Main Allocation of Marketing Budget

Applying Integrated Technology Releases a Marketing Dividend

Save/free-up money

Marketing Effectiveness

Marketing Effectiveness

Applying Integrated Technology Releases a Marketing Dividend

Save/free-up moneyReduce costsFree-up people

MarketingDividend

MarketingEfficiency

Marketing Dividend =

• Increase in available spend

• Faster time to market

• Faster time to customer satisfaction

Driving More Revenue

The Most Difficult Part of Running a Campaign

It’s Frustrating

Marketers Get It• They want to do the analysis• They want to measure• They want to be empowered

So what is stopping them?

Back to Basics

Database Marketing Basics• Access to data• Speed to get access to data

Analytical Marketing Tools• Ease of use • Train-of-thought tools for marketers to use

Getting Some Help• Service providers who can help organizations to understand what the

customer looks like

It Should be Website Centric

Importance of Website in Overall Marketing Mix (By Segment)

The Opportunity to Market

• When you have someone on your website, it is a great opportunity to communicate with them

• It’s your chance to engage, to persuade or to educate

• You never get a second chance to make a good first impression – that chance could be brief

• The website is your brand

Modern Web Content Management

• Democratises the contribution of content

• Drives dynamic websites

• Builds Taxonomies – to understand and tag your content

• Drives SEO from within the website

• Enables speed to market

It’s Becoming Focused on Engagement

The Engagement Cycle

“As marketing leaders embark on the engagement journey they will discover old habits are hard to break”

Suresh Vittal, Principal Analyst, Forrester Research

“As marketing leaders embark on the engagement journey they will discover old habits are hard to break”

Suresh Vittal, Principal Analyst, Forrester Research

Summary – The Marketer’s Day

What do marketers need to think about in the next 12 months?

• Customers want 2 way conversations and balanced online marketing spend must address this

• Online and offline marketing needs to be integrated which is possible with the right technology investment

• Creating a marketing dividend will help fund this investment

• Working with partners will help crack the data and analytics challenges

• Evaluate and develop the central role of the website

• Think about customer engagement strategy

Thank You

Contact:

Bob BarkerVice President – Corporate Marketing, Alterianbob.barker@alterian.com

Presentation and recording will be available at:www.alterian.com/presentations

February’s Webinar:

Building an Operational Campaign Management SystemPresented by Christian Wright, CTO, MerkleRegister at: www.alterian.com/merkle