As consumers become increasingly savvy and less receptive to unsolicited marketing contact, it is becoming harder to extract full value from traditional marketing campaigns. Together with the emergence of digital channels, these new business realities are causing marketers to rethink their approach to improving customer acquisition, loyalty and retention. Marketers must now engage their customers through tactics such as collaboration and co-creation via personalized dialogue, predictive analytics, and multi-dimensional segmentation based on rational and emotional behaviour drivers.
Our Expertise and Unique Approach
We offer a broad range of strategic and operational marketing solutions to improve your customer acquisition and retention, while also improving the overall efficiency of your marketing resources, from marketing planning and budgeting, through to content development and execution, as well as reporting and follow-up.
Our Closed Loop Marketing and Multichannel Marketing offering enables customer focus through collecting and analyzing channel level data to drive insights that drive tailored interactions and messages, leveraged by cutting edge technology. Clients who have embraced the approach benefit from improved marketing and sales responsiveness, lower cost of messaging, more empowered and engaged sales force.
Track Record and Value Delivery
We have helped many organizations improve their marketing operations and results, e.g.:
- A communications company increased its below-the-line sales by 200% through predictive modelling and sales optimization
- A leading global pharmaceutical company gained a sustainable competitive advantage through a closed loop marketing initiative
- A consumer products manufacturer improved its marketing resource management through deployment of a user-need based driven content management chain
- A leading mobile telephone company doubled its outbound customer marketing response rate with a solution that included marketing resource management, campaign management, real-time marketing and analytics
Marketing Effectiveness Round Table
Capgemini Consulting gather individuals from leading Swedish and Finnish organizations on a frequent basis to share experience and knowledge on Marketing related topics such as: how to optimize marketing investments across traditional and digital channels, how to effectively measure and follow-up marketing investments and how to secure effective marketing operations.
In this report, we share our findings about benefits and key challenges. We also make practical recommendations for companies wanting to progress further, based both on our own experience and on best practices shared by companies that are further advanced with MCLM. Our ambition is for this report to guide companies along their journey to MCLM-enabled customer-centricity. Personalization of content, integration of channels to create a holistic customer experience, and optimization of promotional spend is our vision for the future of the pharma customer experience model.