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Marketing 2.0 Transformation: Process Design and Implementation
Faced with a rapidly changing marketplace in which the Internet has enabled customers to take
control of the purchase decision-making process, Marketers have encountered both a challenge and
an important opportunity to become more customer-centric: a major success factor for valued brand
identity, continued revenue growth and improved company performance.
The rapid evolution of Web 2.0 technologies has accelerated the emergence of a new customer interaction model in which customers engage with businesses on their own terms. As a result, companies will need to transform their marketing planning and implementation processes in order to maintain a competitive edge in this new customer-empowered environment. Marketers must develop an understanding of changing customer needs and expectations, build expertise in new 2.0 technologies, and quickly adjust to the new environment by moving from a "push" model, where the marketer manages and drives all communication regarding products and brands, to a "pull" model, where customers have an equal and independent voice. A successful transition will require the following:
The rapid evolution of Web 2.0 technologies has accelerated the emergence of a new customer interaction model in which customers engage with businesses on their own terms. As a result, companies will need to transform their marketing planning and implementation processes in order to maintain a competitive edge in this new customer-empowered environment. Marketers must develop an understanding of changing customer needs and expectations, build expertise in new 2.0 technologies, and quickly adjust to the new environment by moving from a "push" model, where the marketer manages and drives all communication regarding products and brands, to a "pull" model, where customers have an equal and independent voice. A successful transition will require the following:
Business Process Key Leverage Areas
Business Process Mapping and Improvement
Optimization of Processes through Design and Technology Leverage
Business Process Management Service Offerings:
Marketing Process & Design
Change Management and Support
Project and Program Management
Process Integration and Partnering
Business Process Engineering
Marketing 2.0 Transformation: Process Design and Implementation
• Improved data capture mechanisms - to develop better profiles of customers and
•.prospects. New tools and enhanced information exchange are increasing the quantity
•.and improving the quality of Web site interactions..
• Improved search and personalization - to target messages and offers on an
•.individual customer basis. Enhanced customer profiles and greater knowledge of
•.individual customer preferences will lead to the ability to customize the user's experience
•.on the site.
• Enhanced content - to elevate the customer experience and deepen the level of
•.engagement. An increasing number of Web 2.0 technologies are being used to deepen
•.customer interactions. Understanding and mapping the customer journey becomes a
•.critical initial step in order to align the right content and its delivery format with a user's
•.requirements.
• Social networking tools - to build ongoing communication with customers.
•.Customers are demanding greater access to information, and social networking tools
•.provide new options for customer communication.
• Enhanced measures and metrics with real time indicators of Marketing 2.0
•.Transformation performance through data visualization Dashboards. Today, more
•.than ever, business managers are struggling to extract and "pull" from the volumes of
•.operational information what is needed to make proactive and informed decisions. Using
•.custom analytics, Marketing 2.0 Transformation Key Performance Indicators (KPIs), and
•.carefully configured interactive visual dashboards, we "push" opportunity and risk
•.situations to the forefront to help you make informed decisions.
•.prospects. New tools and enhanced information exchange are increasing the quantity
•.and improving the quality of Web site interactions..
• Improved search and personalization - to target messages and offers on an
•.individual customer basis. Enhanced customer profiles and greater knowledge of
•.individual customer preferences will lead to the ability to customize the user's experience
•.on the site.
• Enhanced content - to elevate the customer experience and deepen the level of
•.engagement. An increasing number of Web 2.0 technologies are being used to deepen
•.customer interactions. Understanding and mapping the customer journey becomes a
•.critical initial step in order to align the right content and its delivery format with a user's
•.requirements.
• Social networking tools - to build ongoing communication with customers.
•.Customers are demanding greater access to information, and social networking tools
•.provide new options for customer communication.
• Enhanced measures and metrics with real time indicators of Marketing 2.0
•.Transformation performance through data visualization Dashboards. Today, more
•.than ever, business managers are struggling to extract and "pull" from the volumes of
•.operational information what is needed to make proactive and informed decisions. Using
•.custom analytics, Marketing 2.0 Transformation Key Performance Indicators (KPIs), and
•.carefully configured interactive visual dashboards, we "push" opportunity and risk
•.situations to the forefront to help you make informed decisions.
Skillful integration is required to merge new Web 2.0 functionality into the marketing mix. With Web
2.0, marketers have a new set of marketing tools and techniques to leverage, and a well-planned
combination of blogs, podcasts, video, RSS, social networking, and other capabilities will be vital to
the new marketing mix.
Our experience and expertise in helping large multinational companies evolve their Marketing strategy, planning and execution processes in order to succeed in the new marketplace will enable you to identify requirements and gaps in your current go-to-market model, define requirements for change in the planning and execution process, and facilitate resource alignment to support a new model for success. This Marketing Transformation offering will also assist you in determining what new roles and responsibilities will be required to execute in the Web 2.0 environment and aide in identifying the skills required to support these new roles. However, our offering does not end there, because transforming your Marketing to survive in the Web 2.0 world also involves implementing change. Our experience as transformation experts can also be employed to assist you in deploying your new go-to-market plan, conducting skills assessment, and identifying skill gaps to be addressed. This solution also includes the development of key measures of Marketing 2.0 success and a Marketing Dashboard.
Services and Deliverables
Marketing 2.0 Transformation: Process Design and Implementation services and deliverables include the following:
Standard:
Our experience and expertise in helping large multinational companies evolve their Marketing strategy, planning and execution processes in order to succeed in the new marketplace will enable you to identify requirements and gaps in your current go-to-market model, define requirements for change in the planning and execution process, and facilitate resource alignment to support a new model for success. This Marketing Transformation offering will also assist you in determining what new roles and responsibilities will be required to execute in the Web 2.0 environment and aide in identifying the skills required to support these new roles. However, our offering does not end there, because transforming your Marketing to survive in the Web 2.0 world also involves implementing change. Our experience as transformation experts can also be employed to assist you in deploying your new go-to-market plan, conducting skills assessment, and identifying skill gaps to be addressed. This solution also includes the development of key measures of Marketing 2.0 success and a Marketing Dashboard.
Services and Deliverables
Marketing 2.0 Transformation: Process Design and Implementation services and deliverables include the following:
Standard:
• Strategy and Plan Development: A review of existing business strategy and plans, and an
•.assessment against requirements for success in a 2.0 environment. Summary of findings and
•.recommended process improvements. A definition of marketing resources required to support a
•.highly effective strategy and plan development process.
• Program Planning, Development and Execution: A summary of process effectiveness
•.findings. Recommendations for process improvements and 2.0 transformation requirements.
•.Definition of Marketing resources, roles and responsibilities required.
• Management / Governance System and Measurements: Recommended governance
•.system to enable and ensure process change adoption and deployment. Recommended set of
•.Marketing 2.0 success measurements
• Marketing 2.0 Transformation data visualization Dashboards: Creation of real-time
•.advanced data visualization dashboard(s) utilizing enhanced analytics and client specific
•.marketing 2.0 transformation KPIs.
•.assessment against requirements for success in a 2.0 environment. Summary of findings and
•.recommended process improvements. A definition of marketing resources required to support a
•.highly effective strategy and plan development process.
• Program Planning, Development and Execution: A summary of process effectiveness
•.findings. Recommendations for process improvements and 2.0 transformation requirements.
•.Definition of Marketing resources, roles and responsibilities required.
• Management / Governance System and Measurements: Recommended governance
•.system to enable and ensure process change adoption and deployment. Recommended set of
•.Marketing 2.0 success measurements
• Marketing 2.0 Transformation data visualization Dashboards: Creation of real-time
•.advanced data visualization dashboard(s) utilizing enhanced analytics and client specific
•.marketing 2.0 transformation KPIs.
Optional:
• Marketing 2.0 skills assessment, gap analysis and resource alignment plan
Target audience
CMO, VP of Marketing (primary audience)
CEO, COO, CFO
CMO, VP of Marketing (primary audience)
CEO, COO, CFO
Performance Services
Performance Management & Measurement Services
Benchmarking Services
ERP Optimization Services
ITIL Services
Risk Management
Skills and Compentency Management
Planning and Strategy Services
Business Planning and Analysis
Business Process Management
Contract and License Management Review and Analysis
Enterprise Network Infrastructure Strategy and Planning
Enterprise Resource Planning (ERP) Strategy Services
IT Strategy and Plan Review
Storage Strategy and Plan Review
Security and Regulatory Compliance Strategy and Planning
Vendor and Technology Analysis
Performance Management & Measurement Services
Benchmarking Services
ERP Optimization Services
ITIL Services
Risk Management
Skills and Compentency Management
Planning and Strategy Services
Business Planning and Analysis
Business Process Management
Contract and License Management Review and Analysis
Enterprise Network Infrastructure Strategy and Planning
Enterprise Resource Planning (ERP) Strategy Services
IT Strategy and Plan Review
Storage Strategy and Plan Review
Security and Regulatory Compliance Strategy and Planning
Vendor and Technology Analysis
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