Marketing Times - December 2007/January 2008 - (Page 9)

integrated marketing in the digital economy how to evolve with technology christine crAndell The biggest challenge technology marketers face in gaining the attention of target audiences has always been demonstrating how their solutions positively impact the bottom line. In the digital age, however, the challenge is magnified by the fact that companies are getting their product and service information from an unprecedented array of predominately electronic, self-selected and referentially-based channels such as blogs and podcasts. In a related phenomenon, industries have both formal and informal communities of users that share information via electronic word-of-mouth. For marketers, this means messages need to be precisely aligned to the nuances of each channel. It also means that they have added responsibilities of keeping their finger on the pulse of a very large number of information outlets and being able to quickly respond and head off information that’s either misinterpreted or deliberately distorted by competitive viewpoints. The key to marketing success in the digital economy lies in understanding what particular information people look to get from each individual channel, then tailoring the message to each unique audience. Ariba has found that users turn to the Web during the early stages of information gathering, utilizing tools such as search words, articles and banner ads. For these channels our message centers on what products and services we provide, how to get started, what kind of results to expect and what industry peers are doing. As people move into the evaluation phase referential channels such as blogs and communities gain importance, as well as Web-based tools that help evaluate solutions and measure ROI. At this level messages center on differentiation, value, requirements, evaluating offerings and getting started. After product selection has been made, people want to stay connected and informed. However, the information they want tends to be specific to their role and personal career goals. In the later stages of customer acquisition and throughout the customer retention stages, in-person interaction like conferences and user groups are very important and complement electronic networking. People want to learn about best practices, new products, ways to be successful in their jobs and opportunities to showcase their success. Messages at this stage should focus on realizing ROI, integration, new trends, driving adoption and sustaining advantage. At all stages the message should be channel, audience and customer relationship-stage specific. While this can be a particular challenge for those with comprehensive solution offerings, the fact is that a one-size-fits-all message simply doesn’t work anymore. At Ariba we approach the market from a journey perspective. Spend management – the service provided by Ariba that combines technology, expertise and proven processes to lower total spend – is a journey, not a process. The path is different for every company as each starts at a different point based on its maturity, strategy and industry conditions. Some companies begin by leveraging a single solution to drive savings. Others target offerings that can help them centralize their strategy and build competencies in specific categories. And some go for a comprehensive set of solutions that allow them to drive organizational change and operational excellence. Our marketing message reflects the client or potential client’s particular path along the journey. Elements of the journey story are communicated across the various channels and tuned to specific audience members. For example, in the financial services sector we focus more on electronic channels and ‘in-person’ events because that is what users and management members tune into and value the most. We have learned to focus on the current and emerging business problems that financial institutions are trying to solve. We’ve also learned that ‘in-person’ networking is more effective than any amount of direct mail or advertising. In summary, we have found that various channels reflect not only diverse audiences, but also differing stages of product or service adoption. By discovering the channels that are being used by your target audience and uncovering which stage of adoption they are turning to those channels, you can deliver the kind of information that your clients and prospects want and need, thus overcoming one of the great marketing challenges of our day. About the Author: As vice president of marketing for Ariba, Inc., Christine Crandell is responsible for the company’s global marketing programs. Crandell has more than 20 years of experience in strategic marketing for companies such companies as Iplocks, Inc., New Business Strategies, Itron, Inc., Oracle Corporation, The Ask Corporation, SAP America and SAP AG, and PriceWaterhouse. Crandell holds a Bachelor’s degree in Business Administration and an M.B.A. from Florida Atlantic University. www.ariba.com 9 marketingtimes http://www.ariba.com

Table of Contents Feed for the Digital Edition of Marketing Times - December 2007/January 2008

SMEI Certified Professional Salesperson Certified Sales Executives Certified Marketing Executives Marketing Times - December 2007/January 2008 Contents Chairman's Report An Interview with David Neeleman Founder & Chairman of Jetblue Airlines President's Message Integrated Marketing in the Digital Economy Professional Certification Class of 2007 Marketing Tips SMEI and Puerto Rico Affiliate Partner for Certification Success Selling Skills Why all Star Teams Fail

Marketing Times - December 2007/January 2008

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