Download The value of Marketing in making relationships work

The value of marketing
in making customer
relationships work
Simon Rose
Head of UK Marketing
N.B. some observations are based on personal experience
and may not be indicative of an Experian position
Agenda topics
• Career development opportunities
• Types of available jobs
• Marketing specialisation
• Qualifications, and value of
• Employment market trends
• CVs and interviews
• Future of Marketing
Agenda
• Experian Corporate perspective
• A changing world of opportunities
• The role of Marketing and marketing
• A career in Marketing
• Questions?
Experian’s vision
For our people, data and
technology to become a
necessary part of every
major consumer economy
around the world.
Company profile
• Annual sales in excess of
£1.7 billion
• 12,500 people
worldwide
• 32 offices
• More than 50,000 clients
in over 60 countries
• Corporate headquarters in Dublin, Ireland, and operational
headquarters in Costa Mesa, California and Nottingham, UK.
A FTSE 100 listed company
Experian, a global company
Americas
EMEA
AsiaPacific
Experian helps organisations worldwide
make fast, informed decisions to find
new customers
and to personalise and manage
relationships with
existing customers
What kind of client decisions?
• Whom to select for a new gold card
• What premium to set for an insurance policy
• Whether a credit application is fraudulent
• Where to locate a new retail store
• Which company to trade with
• Whether to accept or reject a credit application and
what credit limit to offer
• Which pages to show to a web site visitor
• Whether a second hand car has been stolen or
written off
Some of our clients
Customer analysis
Targeting systems
Prospect data
Direct mail production
Telemarketing
Strategic consultancy
Customer analysis
and scoring
Database marketing
Customer management
systems
Authorisations
Account processing
Payment processing
Day-to-day decisioning
Data management
Verification
Credit referencing
Application processing
Applicant scoring
Fraud detection
Our clients and their customers
win...
• Our clients achieve:




solutions tailored to their
business needs
integrated products and services
efficiencies and economies
of scale
a unique single view of their customers
• Their customers receive:

the right message at the right time

products and services that appeal to them

recognition and personalised service

a positive feeling - ‘the organisation understands me’
Our commitment
We are committed to:
• Our clients…
Developing broader and deeper relationships
with our clients that are built upon creativity,
integrity, accuracy and reliability
• Our people…
Providing leadership, training and incentives
that will help our people fulfil their
own unique potential
• Our communities…
Making a tangible positive impact in the
communities in which we operate
through a programme of employee
volunteering, community sponsorships
and charitable donations
Experian awarded
Business of the Year 2003 and 2005
“While
the field was
exceptionally strong on paper,
Experian stood out from the
crowd when in front of the
judges. It has, quite simply,
built and sustained its
success globally.
It’s hard to create the kind of
business that wins this award,
and everyone involved
deserves praise for their
support”
A world of opportunities
In a world where:
• Competition is increasing
• Homogenisation is increasing
• Functional and emotional differentiation is
harder to achieve
• Perceptions of value/brands have changed
• Customers can access more information and
expect higher standards – in control
• Wider choice and faster delivery are
normal….and expected
• Most consumers are getting wealthier….
• ….and working harder
Why focus on change…?
Airfare to Barcelona … £1
Price of large cappuccino in Starbucks at Stansted Airport …
£2.99
Europe is getting richer!
income growth 1995=100
135 Index of disposable
130
Germany
125
UK
Sweden
Denmark
120
Sweden +33%
115
Germany +14%
110
105
100
95
Source: OECD 2004/nVision
2005
2003
2002
2001
2000
1999
1998
1997
1996
1995
1994
1993
90
Proportion who can’t afford a holiday
"Would you like to be able to pay for an annual holiday but must do
without because you cannot afford it?"
25%
20%
15%
10%
5%
Source: British Household Panel Study/nVision
Base: 5500 households, Britain
2003
2002
2001
1999
1998
1997
0%
People are 4 times more
likely to believe their friends
and family about
important issues than
the media or politicians
Personalisation of authority
Mass customisation
Assault on pleasure
The pace of technological change
is increasing
Internet
• In 1996, the internet was used by 4.2
million people in the UK. The main
use for the internet was e-mail and
chat rooms
• Most users were young, male
computer nerds
• Now the internet is used by 33.5
million people
• Now more women participate in e-
commerce than men
Mobile phones
• In 1996 there were under 7.5 million
mobile phone owners, at under
15% penetration
• In 2006, there are 40.8 million mobile
phone owners, at 81.5% penetration
Explosion of information
Reaching customers is harder
Depth of
engagement
Media/channel breadth
The role of marketing
What is ‘Marketing’ ?
Creating value by acquiring
and retaining profitable
customers
The marketing components
•Products and services
•Developing winning solutions for customers
•Propositions
•develop and implement winning propositions
•Place - channels to market
•What customers, customer types? JVs/partners
•Pricing
•optimum profitability
•Service
•Value to customers
•Marketing promotion
•multi-channel, multi-media e.g. advertising,
collateral, events, personalised information,
e-communications, PR, conference speaking
marketing the offer
Business development
Retail staff
Training
Partners
Manufacturing
Packaging
Scientists
R+D
Sales
Product/Service
Development
customers
Strategy
Research
Delivery
Communications
Marketing
The role of Marketing
In practice, is hugely variable across organisations
based on….
•The Customer
•Market place
•Business and consumers
•Market sector
•History
•Not for profit organisations
•Charity, Public Sector
•Business model
•Scale, organisation, structure and roles
•Capability and background of individuals
•Marketing development
The marketing components
Criteria
Business to Business
(B2B)
Business to Consumer
(B2C)
Strategy
Business head
For brand
Pricing
Some (often Sales)
Mostly
Proposition
Y (+Product)
Y
Research
Y, often with Sales
Y
Product development
Often with product
team
Mostly
Customer
communication
Y, with Sales
Y to consumers, varies
with B2B channel (if
used)
Market channel
N (mostly Sales /
business)
Y
A world of opportunities
From: £,$,Yen budgets, +x% vs. last year
TV advertising, marketing strategy
To:
driving profitable demand
marketing/strategy linkages
working with multi-functional teams
develop competing plans (zero based)
contribution to customer loyalty
multi-media, multi-channel
link to economic profit (EP)
The language of the Boardroom
A career in Marketing
Recruitment (Events)
Criteria
Candidate A
Candidate B
5 years experience
6 years
4 years
Major conferences
1000+ delegates
250+ delegates
Full mix
Y
Y
Client and agency
agency
agency
Local to area
Y
N
Industry knowledge
N
N
Initiative
3
5
Commercial
2
4
Innovation
2
4
Confidence
2
4
Customer management
3
4
motivation
3
4
What we look for
commercial awareness
Information seeking
analytical thinking
initiative
Conceptual thinking
innovation
continuous improvement
Decision making
ownership
influencing
change orientation
Relationship building
motivation
team working
personal ownership
communication skills
technical knowledge
What we look for
“a graduate with the ambition to make a difference and constantly
raise your own performance.
We are looking for an enthusiastic, confident and outgoing team
player able to demonstrate personal credibility and excellent
communication and leadership skills. You should have a passion
in, and a broad knowledge of marketing techniques, as well as a
general understanding of key business issues.
This is an excellent opportunity to gain marketing experience and
develop a career within a successful, global organisation.”
Source:
recruitment advertisement through
Nottingham Trent University
What we look for
“a graduate with the ambition to make a difference and constantly
raise your own performance.
We are looking for an enthusiastic, confident and outgoing team
player able to demonstrate personal credibility and excellent
communication and leadership skills. You should have a passion
in, and a broad knowledge of marketing techniques, as well as a
general understanding of key business issues.
This is an excellent opportunity to gain marketing experience and
develop a career within a successful, global organisation.”
Source:
recruitment advertisement through
Nottingham Trent University
Corporate Roles
Specialist roles:
• Community involvement/Corporate social responsibility (CSR)
• Corporate Affairs
• Corporate Identity and Brand
• Corporate marketing
• Corporate materials and communications
• Design, production and presentation services
• Events Management
• Internal Communications
• Internet services
• Marketing and Sales support
• Public Relations
A career in Marketing
"Ask not what your country can
do for you - ask what you can do
for your country."
What can you do for an organisation?
A career in Marketing
• A real interest for your chosen career

Why Marketing?

What is it that interests you?
• Uniqueness

Why you?
• Relevant experiences

Work, voluntary, sporting, qualifications
Do you have ‘product’ or ‘brand’ advantage?
CVs, resumés and interviews
• Usually generic (MS shell)
• Many are low impact
• Often appear low effort
• Frequently inaccurate/typos
• Lack purpose
• Lose sight of the objective
• Obvious if unprepared
Show no interest in me/my company and I’ll….
CVs, resumés and interviews
• No rights or wrongs, but….

Specific to the job applied for

Demonstrate YOUR uniqueness

Make an impact/be memorable

Show your insight and initiative

Covering, follow-up and thank-you letters

Competency fit through experiences
Opportunity to demonstrate your
‘product’ or ‘brand’ advantage?
What we look for
“a graduate with the ambition to make a difference and constantly
raise your own performance.
We are looking for an enthusiastic, confident and outgoing team
player able to demonstrate personal credibility and excellent
communication and leadership skills. You should have a passion
in, and a broad knowledge of marketing techniques, as well as a
general understanding of key business issues.
This is an excellent opportunity to gain marketing experience and
develop a career within a successful, global organisation.”
Source:
recruitment advertisement through
Nottingham Trent University
Marketing salaries (£’k)
Criteria
Usual range
Upper quartile
Graduate
15-20
20-26
Marketing Assistant
15-25
25-28
20-30
30-50
35-55
55-70
50-65
70-80
55-90
100-150
Ass’t Brand Manager
Marketing Executive
Brand Manager
Marketing Manager
Group Brand Manager
Snr. Marketing Manager
Marketing Controller
Marketing Director
•
salaries vary by Industry and location
•
salary guide is base level only
•
Usual benefits: pension, bonus, car, health cover, shares
Job prospects
Recruitment market tends to follow the economic cycle.
Growth within SMEs and Corporates continues
the ability to learn faster than the
competition is often the only
sustainable competitive advantage
Arie de Geus
Cr e
a
tivi t y
is the a
bilit
y
to
se
e
relationships
wh
ere
no
ne
exist
Thomas Disch
never forget that only dead fish
swim with the stream
Anon
Q&A