Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Marketingfacts updates: E-mailmarketing and Marketing Intelligence

No description
by

Edwin Vlems

on 19 June 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Marketingfacts updates: E-mailmarketing and Marketing Intelligence

MCB's Tailormade
Market News

2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
First news mail groups per product to colleagues
Market
Developments
Customers
Suppliers
Economic Developments
“It is not the strongest of the species that survives, nor the most intelligent. It is the one that is the most adaptable to change.”

Charles Darwin
Internal tailormade news system
'Opt-in' pilot external
'Opt out' 4000 customers
80% still subscribed
Scientific research University of Tilburg
Content Generator
Intranet/internet
Marketing plan
MCB:
Metals wholesaler (plates, tubes etc.)
Valkenswaard (Eindhoven), Netherlands
660 employees in Netherlands, 440 in sister companies
Turnover about € 800 mln
Differentiation strategy for 70 years: no competition on price
Goal of MCB's Market Intelligence System: know what companies do before their manager knows
Competitors
Potential entrants
Substitutes
Technological Developments
Political/ law Developments
Sustainability Developments
MCB's Intelligence Scope
MCB's Intelligence Process
MCB's Market Mail Timeline
Tailor made news mails/ RSS/ Twitter
MCB's E-mail
Philosophy

Folklore:
"Manager plans, organizes, coordinates and controls, and needs a dashboard" (management information system)
Fact:
"Managers go through the day consuming managementinformation through 'infosnacks' that are fed to them"
76 twitter accounts, one per subject
Why send daily news to customers?
- Goodwill/ 'Brand Butler'
- Better customer = better for MCB
- Top of mind
BI-award
CI/BI?
"Tagging"
"Competitive Intelligence"?
Department

Company

Customers

World
2 examples
1000+ sources each 15 minutes
RSS-feed
Henry Mintzberg
2001
Macro
Meso
Facts:
- Opt-out subscription of 4000 customers
- News profile based on products they buy and sectors they work in
- Announced, low threshold to unsubscribe
- 80% (3200) customers still want a mail each day
Two causes of higher customer loyalty through tailormade market news:
Goodwill created
Better 'thought leadership' image of MCB
1 FTE, 2 persons
Full transcript