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| Multichannel Marketing Platform
Marketing theo định hướng dữ liệu
và Hệ thống quản trị khách hàng SốData-Driven Marketing and Digital CRM
TS. Đinh Lê ĐạtĐồng sáng lập & CEO
http://ANTS.vn | May 2015
[email protected] | [email protected]
+84-912323911Confidential
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1. Xu hướng và bức tranh tổng quan của Digital Marketing Thế Giới
và Việt Nam 2015-2020
2. Vai trò Công nghệ thông tin trong Marketing và xu hướng #AdTech
3. Marketing theo định hướng dữ liệu (Data-Driven Marketing,
Programmatic Ad)
– Tổng thống Số Barack Obama 2012
– Thương mại điện tử Amazon
– Uber - mô hình dịch vụ taxi trực tuyến
4. Truyền thông đa kênh (Multichannel Marketing) và hành trình
khách hàng (Customer Journey) online to offine (O2O)
5. Hệ thống quản trị khách hàng Số (Digital CRM)
6. Tương lai của bạn bắt đầu từ ngày hôm nay: Học gì, làm gì và ở
đâu?
7. Q & A
Confidential 2
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Confidential 4
1. DIGITAL BUSINESS
Online 2 Offline
2. DATA-DRIVEN MARKETING
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Global Internet UserMarket
Confidential 5
1.5B+ Mobile User
1.5B+ PC User
3B+Internet User
in 2014
Source: KPCB 2012, Morgan Stanley 2011, Google SEA 2013
1.9B+Social
Networking in
2014
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Confidential 6
Retail DIGITALDynamic Ecosystems Of Value
Is This How People Really Like To Shop?
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Confidential 7
Retail DIGITALDynamic Ecosystems Of Value
Or This?
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Confidential 8
Retail DIGITALDynamic Ecosystems Of Value
Let’s Face It — The Old Retail Model Is Dying
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Confidential 9
Retail DIGITALDynamic Ecosystems Of Value
Fast
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Confidential 10
Retail DIGITALDynamic Ecosystems Of Value
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Confidential 11
Retail DIGITALDynamic Ecosystems Of Value
Where Are Shoppers Going?
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Confidential 12
Retail DIGITALDynamic Ecosystems Of Value
1 In 20 Retail Dollars Are Already Online
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Confidential 13
Retail DIGITALDynamic Ecosystems Of Value
Online
52% of all retail
sales are Web-
influenced
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Confidential 14
Retail DIGITALDynamic Ecosystems Of Value
Retail Is About Offering People The
Services And Products They Want
— On The Devices And Media
They Use
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Advertising Spending Worldwide2002-2010
Confidential 15Source: eMarketer 2014
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Digital Ad Spending Worldwide2010-2016
Confidential 16Source: eMarketer 2014
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The Evolution of
Online Media Buying 1996-2020ANTS Programmatic Ad
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Direct from
Publishers
1996
Ad
Networks
1998
Ad
Exchanges
2005
DSPs/SSPs
2009
DMPs
2012
Programmatic
Ad / RTB
2014
Direct from
Publishers
2000 - 2010
Ad
Networks
2007 – 2013
Ad
Exchanges
2014
http://ANTS.vn
Vietnam
Global
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Data-Driven & Digital Marketing Hierarchy of Ad Tech
Confidential 18Source: ANTS, Gartner Mar 2015
Ad tech includes all technology that
supports digital advertising activities:
■ Audience targeting refers to the ability to
target ads using specific criteria to identify
intended recipients. This excludes most paid
search advertising, which targets keywords as
a proxy for intent, and various run-of-network
and sponsorship arrangements.
■ Programmatic refers to the automation of
buying and trafficking processes for audience
targeted ads. It excludes direct publisher and
ad network contracts specified by standard
insertion orders, but it includes various hybrid
models in which direct buys are supported by
automated processes, which go under the
general heading of "programmatic direct.“
■ Real-time bidding (RTB) refers the subset
of programmatic ads that are bought and sold
in real-time on auction-based exchanges.
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Marketing Technology Landscape#AdTech
Confidential 19Source: ANTS, Gartner Mar 2015
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Data-Driven & Digital Marketing Hierarchy of Ad Tech
Confidential 21Source: ANTS, Gartner Mar 2015
Digital President
Barack Obama 2012
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Multichannel MarketingSmart Advertising Technology
Confidential 31Source: ANTS, Gartner Dec 2014
Key Issues:
• Multichannel Brand
Strategies
• Multichannel Marketing
Strategies
• Creating Effective
Customer Experiences
• Multichannel Marketing
Critical Capabilities
• Content Marketing
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Multichannel CampaignCustomer Journey & Marketing Platform
Confidential 32
Marketing
Platform
Source: ANTS, Google 2015
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The Customer Experience Management
(CEM) ArchitectureDigital CRM
Confidential 33Source: ANTS, Accenture 2015
INNOVATION
LAYER
DIFFERENTIATION
LAYER
FOUNDATION
LAYER
CUSTOMER
TOUCHPOINTS
CORE
BUSINESS
APPS
INFRASTRUCTURE
18% of marketing budgets are now
earmarked for customer experience
(CX) innovation (Gartner 2015).
A strategy that focuses the operations and
process of a business around the needs of
individual customer. This includes awareness,
discovery, attraction, interaction, purchase, use
and advocacy(Wikipedia).
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Multichannel Data | Digital CRMSingle View of Consumers
Confidential 34Source: ANTS, Accenture, IAB 2015
• 70% start
collecting the data
• 3% use
multichannel data
in real-time
• 18% have digital
(single customer
profile) CRM
(1000+ CMO surveys.
Econsultancy 2015)
Data-driven marketing refers to acquiring, analyzing and applying all
information about customer and consumer wants, needs and motivations.
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Data-Driven & Digital Marketing How it works?
Confidential 35
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Popular Use Cases of
Social for CRM (1/2)Single View of Consumers
Confidential 36Source: ANTS, Gartner 2015
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Popular Use Cases of
Social for CRM (2/2)Single View of Consumers
Confidential 37Source: ANTS, Gartner 2015
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Popular Use Cases of
Social for CRM (2/2)Single View of Consumers
Confidential 38Source: ANTS, Gartner 2015
Học gì, Làm gì và Ở đâu?
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Thank Youhttp://ANTS.vn