The Modern Marketer
Clement Teo, Senior Analyst
September 4, 2015
© 2015 Forrester Research, Inc. Reproduction Prohibited 3
The way we shop and buy has changed
© 2015 Forrester Research, Inc. Reproduction Prohibited 4
And marketers must go where customers are
• By 2019, US
marketin...
© 2015 Forrester Research, Inc. Reproduction Prohibited 5
We’re in the Age of the Customer
A 20 year business cycle in whi...
© 2015 Forrester Research, Inc. Reproduction Prohibited 6
Marketers are evolving with new tech
Traditional Approach Modern...
© 2015 Forrester Research, Inc. Reproduction Prohibited 7
Global business leaders want CX to be part of it
Improve differe...
© 2015 Forrester Research, Inc. Reproduction Prohibited 8
Effectiveness
Ease
Emotion
‘Emotion’ dominates CX quality…
© 2015 Forrester Research, Inc. Reproduction Prohibited 9
Customer centricity touches all parts of the
organization
© 2015 Forrester Research, Inc. Reproduction Prohibited 10
CX journey and ecosystem mapping bring the
whole company into t...
DBS “RED”
strategy
aligned to
brand strategy “Joyful”
DBS Results:
›Record high YoY earnings
›12 quarters of consecutive
CSI score improvement
›Doubled e-acquisition of
wealth ...
forrester.com
Thank you
Clement Teo
+65 9823 5775
cteo@forrester.com
NASSCOM MarTech Confluence 2015, Session XI: Short Keynote Followed by Panel Discussion, Short keynote: The Modern Markete...
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NASSCOM MarTech Confluence 2015, Session XI: Short Keynote Followed by Panel Discussion, Short keynote: The Modern Marketer, Speaker Clement Teo .

NASSCOM MarTech Confluence 2015, Session XI: Short Keynote Followed by Panel Discussion, Short keynote: The Modern Marketer, Speaker Clement Teo .
Published on: Mar 3, 2016
Published in: Technology      
Source: www.slideshare.net


Transcripts - NASSCOM MarTech Confluence 2015, Session XI: Short Keynote Followed by Panel Discussion, Short keynote: The Modern Marketer, Speaker Clement Teo .

  • 1. The Modern Marketer Clement Teo, Senior Analyst September 4, 2015
  • 2. © 2015 Forrester Research, Inc. Reproduction Prohibited 3 The way we shop and buy has changed
  • 3. © 2015 Forrester Research, Inc. Reproduction Prohibited 4 And marketers must go where customers are • By 2019, US marketing leaders will spend more than $103 billion on search marketing, display advertising, social media marketing, and email marketing • This is more than they will spend on broadcast and cable television advertising combined. Source: Forrester Research Digital Marketing Forecasts, 2014 To 2019 (US)
  • 4. © 2015 Forrester Research, Inc. Reproduction Prohibited 5 We’re in the Age of the Customer A 20 year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers.
  • 5. © 2015 Forrester Research, Inc. Reproduction Prohibited 6 Marketers are evolving with new tech Traditional Approach Modern Approach Basic demographic data Real time data and behavioural analysis No data-driven personas Rich personas for audiences to guide messaging and strategy Outbound channels like email and sales calls Thought leadership-driven dialogue about challenges Conventional campaigns to convert leads for sales Scoring, nurturing and behavioural triggers spanning sales and after-sales Incomplete, siloed and untrustworthy customer data Current and real-time accessible customer data that use predictive models and statistical techniques to create models and drive business opportunities Channel effectiveness measured by channel Attribution measured to understand cross-channel impact No marketing automation systems Fully-integrated cross-channel marketing automation platform
  • 6. © 2015 Forrester Research, Inc. Reproduction Prohibited 7 Global business leaders want CX to be part of it Improve differentiation in the market 8% Better comply with regulations and requirements 7% Improve the experience of our customers 24% Improve corporate environmental sustainability 5% Prepare for the impact of digital disruption 5% Reduce costs 15% Grow revenues 36% “Which is the most important initiative for your organization in the next 12 months?” Base: 2,953 global business leaders *Note: Respondents who had indicated at least one initiative as being on their radar. Source: Forrester’s Business Technographics® Global Priorities And Journey Survey, 2014
  • 7. © 2015 Forrester Research, Inc. Reproduction Prohibited 8 Effectiveness Ease Emotion ‘Emotion’ dominates CX quality…
  • 8. © 2015 Forrester Research, Inc. Reproduction Prohibited 9 Customer centricity touches all parts of the organization
  • 9. © 2015 Forrester Research, Inc. Reproduction Prohibited 10 CX journey and ecosystem mapping bring the whole company into the mission.
  • 10. DBS “RED” strategy aligned to brand strategy “Joyful”
  • 11. DBS Results: ›Record high YoY earnings ›12 quarters of consecutive CSI score improvement ›Doubled e-acquisition of wealth customers ›1H15 record 12% rise in income and AUM
  • 12. forrester.com Thank you Clement Teo +65 9823 5775 cteo@forrester.com

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