CMO facing four challenges need to integrate marketing value chain

"Social media, at the corporate marketing level, is more responsible for customer service, while the proportion of socially direct conversion to buying behavior is very low." "Rolf Anweiler, an international business marketing director for Teradata Applications, gave a straightforward account of the significance of social media data on corporate marketing in an interview with ZDNet.

At present, for many enterprises, marketing needs to face the customer data is not only from the traditional CRM system, there are more emerging channels to affect the enterprise's grasp of customer ideas. As for the retail industry, as the online behavior more impact on the business turnover and offline business development, the enterprise marketing departments need to start thinking about how to make the data of each channel integration analysis, to get a more comprehensive understanding of the needs of a customer. Rolf points out that the core of the Integrated Marketing Management solution introduced by the Teradata Application department is the integration of the entire marketing value chain of the enterprise.

CMO needs data speech marketing to the corporate strategic level

At present, a lot of products are producing more and more data, for example, we often wear running shoes, now also has a positioning system to give users the length of running, location and other reference information. For enterprises, more complex data sources are also faced when producing more products.

This kind of data will undoubtedly raise two questions to the enterprise: first, how to use these data for analysis, so as to engage in targeted communication with customers; second, the product sold out before the end of the product is now sold on the one hand, the product itself will produce data, on the other hand, customers will have more channels for product feedback, At this point, the enterprise how to seize the data and feedback and establish long-term communication between customers.

Rolf says these questions are more likely to be asked to the corporate marketing department. Because of this, how the marketing department to think about the problem, the challenges are more.

Rolf believes that marketers, especially marketing leaders CMO are facing four challenges:

1. The need to establish within the company a set of procedures or processes to deal with those numbers and categories are increasing data;

2, the company's response speed needs to be faster, and is the response of various channels, which includes the management of marketing events and customer demand response speed;

3. High marketing efficiency. Consider how to improve the efficiency of the hero in the process of marketing incident management.

4. High correlation. Customers in a variety of channels to produce data, marketers need in the vast number of information to the customer most want to know, personalized and customized related information recommended to the hands of the corresponding customers.

The solution to these challenges depends not only on the marketing department led by CMO, but also on the real corporate level of marketing. Rolf said: "For Teradata Application department, it is to put marketing department to the whole company development important position, help them to use data to improve marketing effect, make quicker market reaction." ”

Among them, the Teradata Application department currently holds two product lines, one is Aprimo, one is ecircle, these two products are specialized to do marketing before being bought by Teradata. Therefore, Teradata will integrate the two product lines and take advantage of them into the Chinese market. At present, the whole business of Teradata includes three departments, one is data analysis, one is hardware, one is the application department mentioned above. And the core of these three departments is to talk with data, improve business.

Marketing needs to solve the problem of channel data integration

At the beginning of the interview, Rolf stressed that the core of the integrated marketing solution introduced by Teradata is "integration", for now more enterprises how to truly integrate the various channels of customer data on the enterprise, is the core of marketing success.

Channel sources, now often referred to as social media data, are hard to form real buying behavior in Rolf's analysis, but businesses need to make it an important position for customer service and branding. "Because through social media data, corporate marketers can still see how their customers react to and respond to corporate brands, products and services." "So the enterprise needs to find the corresponding customer relationship from these databases to respond accordingly."

At present, for many enterprises, especially the retail industry, it is necessary to integrate the data under line, especially the retail enterprises that carry out the online business.

Rolf in answer to ZDNet reporter's question to point out, in the retail comparison commonly used method is the VIP card or the card. and enterprises can be online, offline processing of VIP card data stored in a large central database, so that both sides of the data contrast and integration. "Through the membership card customer purchase habits analysis, each store can be based on the headquarters of the unified promotion rules, and then carry out targeted marketing." ”

According to the introduction, Teradata in Germany, a shoe-shoes retailer's practice is to have a membership card customers and those in social media to the company's praise of customers to integrate together, you can form a loyal old customer group. In the introduction of new products, you can give priority to the promotion of this group to enhance influence, but also easy to form a better reputation.

"Through our past data, we can see that through integrated marketing, the marketing department of an enterprise can reduce operating costs by 43%." The reaction rate of the enterprise in the marketing activity increases on average 20%. Rolf mentioned.

For the Enterprise Marketing department, now on the one hand to deal with the increasingly personalized customer needs, on the other hand to deal with multi-channel customer feedback, which requires CMO to lead the marketing department to truly manage its entire marketing value chain. If you need to smooth their internal flow, truly multi-channel marketing event management, targeted to the most effective channels to do the corresponding marketing activities.

(Responsible editor: admin)