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    Key Themes For 2010

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    The key themes for 2010 are understanding and anticipating customers, reaching prospects in a relevant way, and measuring marketing impact and ROI. Priorities include gaining customer insights, generating qualified leads, optimizing spending and ROI, defining innovative propositions, and exploiting technology and data. Dependencies include people, relationships, investment, and technology.

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    Key Themes For 2010

    Uploaded by

    api-26706523
    27 views3 pages
    The key themes for 2010 are understanding and anticipating customers, reaching prospects in a relevant way, and measuring marketing impact and ROI. Priorities include gaining customer insights, generating qualified leads, optimizing spending and ROI, defining innovative propositions, and exploiting technology and data. Dependencies include people, relationships, investment, and technology.

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    Key themes for 2010 

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    The key themes for 2010 are understanding and anticipating customers, reaching prospects in a relevant way, and measuring marketing impact and ROI. Priorities include gaining customer insights, generating qualified leads, optimizing spending and ROI, defining innovative propositions, and exploiting technology and data. Dependencies include people, relationships, investment, and technology.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    27 views3 pages

    Key Themes For 2010

    Uploaded by

    api-26706523
    The key themes for 2010 are understanding and anticipating customers, reaching prospects in a relevant way, and measuring marketing impact and ROI. Priorities include gaining customer insights, generating qualified leads, optimizing spending and ROI, defining innovative propositions, and exploiting technology and data. Dependencies include people, relationships, investment, and technology.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    Key themes for 2010 

    Understanding & an6cipa6ng customers  Dependencies 
    ‐Insight & be=er decisions 
    People – knowledge, skills & 
    Reaching the right prospects in a relevant &  behaviours 
    effec6ve way 
    Rela6onships – stakeholders, 
    ‐Genera6ng & managing qualified leads, applica6ons, subs, 
    visitors ‐  customers & suppliers 

    Investment – technology, 
    Measuring the impact and demonstra6ng  training, research 
    the business value of marke6ng 
    ‐Insight, op6miza6on & ROI  Technology – adop6on of 
    technology  
    Automa6ng the marke6ng process 
    ‐Increased produc6vity, be=er customer experience, 
    compe66ve advantage 
    Mission for RBI 

    “To be first choice  Our Mission 
    for business 
    informa6on & 
     ““To meet customer challenges 
    marke6ng  by defining & communica6ng 
    solu6ons” 
    proposi6ons using data, 
    technology and crea6ve thinking 
    in order to engage prospects and 
    deliver profitable customer 
    acquisi6on, reten6on and 
    preference for RBI branded 
    proposi6ons” 
    2010   
    People 
    Knowledge: Digital marke6ng communica6ons,
    Understand & an<cipate
     customers 
    Share best prac<ce 
    How can we encourage collabora<on & spread
    Priori6es   Online lead genera6on 
    How can we track changing customer problems,
     best prac<ce in marke<ng? 

    Behaviours: ‘Can Do’, Thirst for knowledge, an  needs, views &percep6ons? 
     interest in technology  Monthly team mee6ng – trading & case study
    Persona development   focus 
    Skills: Tools, Copywri6ng, Analy6cs, Recommend & NPS  Lead Genera6on Sharing Group 
     Communica6on, Planning  Deep Insight  Magazine Subscrip6on Sharing Group 
    B2B marke6ng spend & inten6ons   Digital Marke6ng Conference 
    Suppliers  Product development/innova6on research  Technology ‐ Igoogle tab, Groups 
    Future Box – for new ideas 

    Target & reach prospects  Work with Sales 
    Generate and mange:  How can we work with both usage &
    Qualified leads  CUSTOMER EXPERIENCE   adver6sing sales to drive customer acquisi6on,
    Job applica6ons   reten6on & development? 
    Eclassified leads 
    Subscrip6ons  How can we ensure users have a superior
    Affiliate sales   experience across all touch points?  Awareness & lead genera6on campaigns 
    Event visitors  Sales tools 
    Market Analysis 
    Customer Events 

    Op<mise marke<ng Define innova<ve Exploit Technology, data


     spend & ROI   proposi<ons   & analy<cs 
    Which KPIs are the right ones to track How can we input into Product Dev?  Which technologies do we need? 
     &monitor?  How can we use the tools effec6vely? 
    How can we get the most from our budgets & Customer Lead Genera6on 
     know when to invest more?  360 Marke6ng  Eloqua – campaign automa6on 
    Online Databases (ICIS, Xpert, Flight, EGI)  Salesforce.com – CRM 
    eRecruitment  ED/Diamond – Storage 
    eClassfied  Viper – A&E 
    Dreammail – email distribu6on & analy6cs 
    Web Analy6cs – HTBX replacement 

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