{ "docId": "019dd923-5ca1-7489-b636-4a7dc4688d5b", "docSlug": "9439c6eb4a54a362", "documentTitle": "2023 Global Marketing Trends", "authorId": "Deloitte", "authorName": "Deloitte", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "strategy_consulting", "sourceTypeLabel": "Strategy consulting", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.629, "pageNumber": 10, "pageCount": 48, "prevPage": 9, "nextPage": 11, "slideType": "key_messages", "function": "summarize", "density": "overcrowded", "nDataPoints": 0, "notes": "The slide is part of a series (01 of 04) and includes a quote from a Bank Cler executive.", "elementsJson": [ "paragraph", "quote_block" ], "metadataConfidence": 0.95, "imagePath": null, "slideHref": "/slides/019dd923-5ca1-7489-b636-4a7dc4688d5b/10", "deckHref": "/decks/019dd923-5ca1-7489-b636-4a7dc4688d5b", "deckJsonHref": "/decks/019dd923-5ca1-7489-b636-4a7dc4688d5b.json", "deckAnchorHref": "/decks/019dd923-5ca1-7489-b636-4a7dc4688d5b#slide-10", "components": [ { "bbox": null, "kind": "callout", "text": "It's no longer about reaching as many customers as possible, but instead reaching the right ones.", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd951-ba8e-719f-8a59-aa0d30f25434", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.1, "w": 0.25, "x": 0.07, "y": 0.25 }, "kind": "paragraph", "text": "As a degree of attrition can be expected during an economic downturn, tapping into new markets can dampen this impact and help set the business up for future success.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "6f2716d9-47ef-4671-81f1-7870f920bdc8", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.6, "w": 0.28, "x": 0.36, "y": 0.185 }, "kind": "paragraph", "text": "Bank Cler is not alone; as Nägeli mentioned earlier, an increasingly digitally savvy world can bring a new set of opportunities for capturing customer segments but can also reset expectations as customers begin to view a seamless digital experience as table stakes. Improvements in digital capabilities may also help enable a new level of precision in marketing that could open new growth opportunities for the company. Microsegmentation of customer cohorts is maturing, and investments provide new ways to sense and help react to changing market conditions in more precise and relevant ways. It's no longer about reaching as many customers as possible, but instead reaching the right ones. These digital capabilities and systems that can improve customer targeting go hand in hand with enhancing CMOs' final top priority.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "7386d90c-ebef-4829-b766-ec3cbf285722", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.35, "w": 0.25, "x": 0.07, "y": 0.42 }, "kind": "paragraph", "text": "While there are many avenues to expanding the customer base, our interviews with CMOs revealed that their efforts often directly tied the digital landscape with market expansion. Gregor Eicher, head of marketing and sales for Bank Cler, says his organization is using a strategy of expansion by refocusing on digital channels: \"We're a young brand, so we're still in a growth phase. We are decreasing physical touchpoints and moving to digital touchpoints. We want to increase product awareness and bring in new customers for our smart banking app. We want to use this as a key channel for the bank.\"2", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "aa43c3ac-5fe4-43f4-9505-04971da00696", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.4, "w": 0.25, "x": 0.67, "y": 0.28 }, "kind": "paragraph", "text": "The third-most important priority our respondents shared is using systems or algorithms, such as data platforms and machine learning, to enhance customer personalization. New platforms and systems that integrate first-party data from customers with information about geographic, sociopolitical, and even weather and climate data can assist CMOs in uncovering new insights into customer behavior and preferences from larger sources of data. The evolution in personalization brings data directly into the hands of marketers and arms them with a detailed understanding of the factors that drive consumer behavior, helping to predict a customer's likelihood of purchasing or churning, or their lifetime value.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "b7a75a2a-93d9-4f9c-897e-1d37ab1ed809", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "quote", "text": "We're a young brand, so we're still in a growth phase. We are decreasing physical touchpoints and moving to digital touchpoints. We want to increase product awareness and bring in new customers for our smart banking app. We want to use this as a key channel for the bank. — Gregor Eicher, head of marketing and sales for Bank Cler", "attrs": null, "subkind": null, "toolName": "Authority citation", "toolSlug": "authority-citation", "confidence": null, "componentId": "019dd951-ba8e-719f-8a59-ac472356c5f2", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.05, "w": 0.25, "x": 0.67, "y": 0.185 }, "kind": "title", "text": "Implementing systems or algorithms to enhance customer personalization", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "472b8d4d-6d16-423b-aac0-69bab3b63e30", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.05, "w": 0.25, "x": 0.07, "y": 0.185 }, "kind": "title", "text": "Expanding into new markets, segments, or geographies", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "cec46900-b10f-4f50-a222-65fe1a6ca847", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [ { "name": "Audience Definition", "slug": "audience-definition", "agent": "Storyteller", "layer": "slide", "matchId": "6740fe5c-17ff-4636-9d91-f2eb0b5b1107", "evidence": "It's no longer about reaching as many customers as possible, but instead reaching the right ones.", "confidence": 0.7 }, { "name": "Problem Statement Canvas", "slug": "problem-statement-canvas", "agent": "Architect", "layer": "slide", "matchId": "95a6a54a-ef45-4225-b0a9-9de8c98edbfd", "evidence": "As a degree of attrition can be expected during an economic downturn, tapping into new markets can dampen this impact and help set the business up for future success.", "confidence": 0.6 } ], "frameworks": [], "arcBeats": [ { "to": 40, "from": 10, "beatId": "01309111-3b4c-4739-b8eb-e18f6751797f", "arcName": "Problem-Agitate-Solution", "arcSlug": "problem-agitate-solution", "beatName": "Solution & Approach", "beatSlug": "consultants-gambit-solution-approach", "evidence": "The document provides solutions and recommendations for CMOs to drive growth and sustainability, including focusing on internal sustainability efforts, creativity, and rising technologies.", "position": 2, "confidence": 0.8, "parentBeatName": "Turn", "parentBeatSlug": "turn" } ], "loops": [], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }