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Composition center

Composition center. Business value. The distributed marketing problem. January 2010 Forrester: “How Technology Supports Distributed Marketing Organizations”. The disruptive marketing process. Inconsistent messaging No localization for different markets/regions.

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Composition center

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  1. Composition center Business value

  2. The distributed marketing problem

  3. January 2010 Forrester: “How Technology Supports Distributed Marketing Organizations”

  4. The disruptive marketing process

  5. Inconsistent messaging No localization for different markets/regions Poor visibility of marketing asset development No overview of the development process MARKETING Caseloads are growing rapidly, but staff and funding are not; experienced workers are leaving Slow to communicate Lose competitive advantage with current distribution mechanisms No understanding of campaigns No knowledge of asset usage Campaign Management Distributed Marketing & Sales Creative Services Marketing Agencies Marketing Operations Legal Dept. PR/Marketing Partners Consumers Time consuming rights management Absence of rights management Marketing Services Lack of brand control Inconsistent usage of brand

  6. End-to-end digital marketing ecosystem

  7. Real-time collaboration with all parties involved in asset production MARKETING Integrated campaign and digital asset management process/support Caseloads are growing rapidly, but staff and funding are not; experienced workers are leaving Single system provides global visibility over all marketing assets, rights and usage Marketing Services Legal Dept. Distributed Marketing and Sales CONTENT OWNERS Campaign Management Marketing Agencies/Creative Marketing Operations PR/Marketing Real-time understanding of asset availability, rights and usage conditions Deliver integrated campaigns for multiple products and regions simultaneously Marketing Services Consumers/Partners Easy for sales to communicate brand material and collateral Integrated web experiences meet local marketing needs

  8. Summary of challenges to marketers

  9. Reduce cost and complexity of multi-channel content and distribution? Ensure Brand consistency across all customer communications? Collaborate across different departments on the same document? Respond quickly to compliance and regulatory demands? Manage communications effectively and rapidly with customers? Provide consistent information across all channels? CMO Brand Manager COO VP Customer Service Compliance Manager CIO

  10. How does StreamServe provide value in the marketing ecosystem?

  11. Content plays a Critical role in Customer interactions

  12. By transforming customer communications into powerful one-to-one marketing… TransPromo Transactional documents Message personalized Integrationpromotionaloffers Insertion of images Add color Standard template The pathfromtransactional to transpromo...

  13. Dynamic branding based on business unit • Bar codes for document automation • Clear presentation using historical comparisons and graphs • Targeted customer service notice based on customer profile • Educate and inform customer: additional information in context • OMR codes for optimized enveloping and mailing • Personalized marketing messages with hyperlink

  14. And delivering the communication to the preferred channel of the customer? • Document Composition • Document Process Automation • Enterprise Document Presentment • Transform ordinary customer communications into powerful, one-to-one marketing channels • Improve customer, partner and supplier relations by streamlining document-intensive business processes • Consolidate, produce and deliver customized documents when and where you want them • Business User Enablement Line-of-business users can design and deliver one-to-one messages by including targeted content on any type of enterprise document

  15. What is the value to my business?

  16. Targeted marketing messages inserted on the invoice have a rate of return 300% higher in relation to traditional marketing channels Tele2 Communication Client satisfaction increased from 6.2 to 7.5 on a scale of 1 to 10 Agis Health Insurer

  17. Mail Discarded Without Being Opened or Read… 73.70% 71.40% 45.80% 44.70% 31.80% 27.80% 20.60% 20.30% 1.60% 1.30% 0.00% 100.00% ReadN = 2,460 Consumers Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009

  18. Time spent reviewing statements received in the mail… 3.54 3.12 3.80 4.51 3.09 3.43 3.30 Minutes

  19. Our customer turnover rate was reduced from 25% to under 5% CMO perspective We are now putting customer messages and campaigns on our bills, e.g. for fall furnace light-ups

  20. Document change request turnaround decreased from 1-2 weeks to less than 24h CIO perspective We support 85+ different types of documents across multiple states with one full time employee and no external consulting resources Document change request turnaround decreased from 1-2 weeks to less than 24h

  21. Customer case study • Business • Procuring, producing, distributing, and trading energy and related products across deregulated markets in Northern Europe. 1M electricity, 250K gas customers, consumers and businesses • Challenges • Increasing competitive pressure • Strategic initiative for more personalized and targeted direct marketing to customers • Time to market and personalized messages are key success factors • Results • Expected response from first campaign: 3% - actual response rate achieved: 20% • Time from campaign idea to execution: 8h http://www.opentext.com/2/global/customers-home/successstories?sys_action=show&id=791

  22. Customer case study • Business • Leading telecommunications and IT service provider in the Netherlands, offering wireline and wireless telephony, internet and TV to consumers • Challenges • “Shift Document Creation to the Actual Business User” • Needed a standard correspondence solution to empower the business to control content, reduce timelines for innovation cycles and improve maintenance • Time to market and personalized messages are key success factors • Results • Correspondence Management gives business managers simplified, hands-on content generation and control of documents to: • Generate revenue by integrating this morning’s marketing ideas into this afternoon’s target customer documents • Raise profitability by eliminating inefficient processes, reducing support requirements, and narrowing the gap between concept and action • Open up new possibilities in regular customer correspondence by including fine-tuned offers and advice based on each customer’s profile, history, and current status

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