Digital Marketing Solutions for the Enterprise

Marketing has changed dramatically in the last few years. New technologies from social media and mobility to rich digital media devices and natural user interfaces  are transforming how and where consumers and business users interact with content – and therefore how and where marketers connect with customers. As a result, digital marketing has become a top concern for marketers everywhere. To win customers, marketers need to become highly adaptive, and responsive. Success depends on innovative real-time connections with customers, integrated and personalized website and brand experiences, and better customer intelligence.

To survive in this new paradigm, enterprises must make a strong commitment to digital marketing through renewed investment in technology and innovation, deep partnerships, and an integrated approach to customer-centric data. Ultimately, the ideal online marketing solution must fully address the three R’s: reach, retention, and revenue. It must make the connections between back-end technologies and many touch points available to customers, including mobile devices, PCs, and interactive TVs.

THE MICROSOFT SOLUTION

Microsoft is in a unique position to help marketers harness the power of media technologies and build a marketing platform for the future – one that improves efficiency, effectiveness, and agility across all marketing touch points. We have access to a huge online audience across multiple digital devices. And our tools and technologies allow you to:

• Generate demand with the right people at the right place, and at the right cost
• Monetize the experience through e-commerce and advertising revenues
• Gather and analyze customer data to gain insight and agility

Our offerings include customer relationship management tools, business productivity tools, social computing platforms, and other solutions to facilitate enterprise-wide collaboration and boost campaign results. And we provide all of this in the form of a flexible, scalable platform that optimizes the use of on-premise and cloud assets to simplify IT concerns.

Integrated Marketing Management

More and more, digital technology is having a profound effect on companies: it is enabling better targeting and audience connections, richer brand expressions and personalized customer experiences, and deeper marketing intelligence. To keep up with changes in consumer behavior and advances in technology, today’s companies need to be more innovative, adaptive and responsive. They need to know how to leverage digital experiences, data and technology to make their marketing programs and platforms more powerful. Integrated Marketing Management is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost. Microsoft and its partners can assist with the implementation and integration of all these tools along with other components of the marketing mix to help companies gain edge over their competitors.

Multi-Channel Customer Experiences

More and more, digital technology is having a profound effect on companies: it is enabling better targeting and audience connections, richer brand expressions and personalized customer experiences, and deeper marketing intelligence. To keep up with changes in consumer behavior and advances in technology, today’s companies need to be more innovative, adaptive and responsive. They need to know how to leverage digital experiences, data and technology to make their marketing programs and platforms more powerful. Microsoft can help companies by creating experiences where consumers will be able to access the same programs and cloud-based content from any device—personal computer, laptop, smartphone, Digital Signage, or tablet. This ability to work seamlessly anytime, anywhere, on any device will better meet the needs of the “on demand” generation.

Products that Perform

At the core of digital marketing solutions are Microsoft SharePoint, FAST, and Atlas Advanced Analytics. These technologies enable you to effectively tap the Internet, digital advertising, and social media to drive and measure business results. Combining SharePoint for Internet Sites and FAST, you can create adaptive websites that drive revenue through engaging social and touch-based experiences. These same solutions can help you influence cross-channel engagement or skillfully manage customer experiences across a variety of touch points with consistency, flexibility, and effectiveness. What’s more, you can couple Microsoft ATLAS Advanced Analytics with self-service business insight technologies to create solutions that tie together website analytics, social media information, and customer relationship management/enterprise resource planning (ERP) systems for unique insight into customer behavior and campaign effectiveness.

To deliver these digital marketing solutions, we often collaborate with our certified partners who bring the added benefit of their industry-focused expertise.   These leading interactive agencies and system integrators have the skills and experience to fully connect the front end (e.g., advertising and websites) with the back end (e.g., customer databases and web servers to ensure that your campaigns are both compelling and productive.

Microsoft Digital Marketing Solution Benefits

       Monetization Benefits

• Provides content delivery over multiple media, brands, and locations
• Drives focused marketing and advertising of products and services
• Increases number of unique visitors, click-throughs, and online conversion rates
• Significantly boosts cross-sell and upsell activities for generating more revenue

       IT Benefits

• Speeds time to market
• Reduces IT staff burden and lowers IT support costs
• Supports better deployment and configuration process for new tools and technologies
• Provides scalable, extendable infrastructure
• Increases flexibility for expanding content and user experience
• Offers centralized, integrated tools to effectively manage and secure the enterprise platform
• Facilitates building compelling websites that provide rich customer experiences

Sumber :

http://www.microsoft.com/enterprise/solutions/business-insight/default.aspx#fbid=jowWSO0fNYk

Digital Marketing

What do you do when your digital partners passionately complain that people "just don't get the new reality"—and your other agency partners assure you that the traditional notions of branding and marketing haven't really changed? You listen.

The gloom-and-doom digital prophets who foretold that the world would be unrecognizable in 10 years turned out to be premature to an extent that we still haven't sorted out. But they had a few points, didn't they? Does anyone now disagree that digital is one of the most critical components of the marketing mix?

And considering the permanently distracted nature of many of today's consumers, doesn't it stand to reason that now, more than ever, a brand needs to have a singular, well-articulated idea of what it stands for, across all media? Isn't that what branding experts have been telling us for decades anyway?

Respecting traditional branding ideas in the face of an increasingly interactive marketplace may best be described as "Tradigital." It's a very real and very practical approach to managing your brand communications and getting the most out of your team and your agency partners when building digital properties. Frankly, it strikes me as the only logical adaptation to an environment where the consumer is demanding more and more interaction with, and control over, your brand—especially the type of control you should by no means simply hand over.

Here are four ways you can make traditional and digital values work within your own organization.

1. Tell the truth

If digital isn't your strength, that's OK. You've employed an agency for that reason. But in the long run you'll want to take a hard look within your organization. Is your commitment to digital obvious by how you staff? Are you identifying and deploying appropriate project leads? Be honest about your capabilities and intentions. This isn't a place where you want to fake it.

2. Share

Make sure all your partners are sharing information, ideas, and expertise. If your digital team isn't included in the process of understanding and defining the market and your brand within it, it will be relegated to a strictly tactical role—a pair of hands creating digital content that may be disconnected from the big idea.

Keep in mind that agencies may not always prefer to play nicely together (even when they say they will). It's not uncommon for agencies to promise "full service" to their clients to keep profit in house. But all involved must understand that the needs of the brand come first.

If you like a little healthy competition between agencies, that may be OK. But don't expect them to work out the hierarchy on their own. You'll need to make the decisions and let them know how you expect them to work together to best serve your digital needs.

3. Question analytics

At this point, everyone knows they're supposed to be measuring something. It's just not always clear what that "something" is. Become familiar with what the industry values. Identify your key performance indicators. As a colleague once told me, effective analysis is a "hardcore skill set."

Read more: http://www.marketingprofs.com/articles/2011/5176/tradigital-values-reconciling-traditional-and-digital-marketing#ixzz1z11D4CZE

Economic Value Added

In corporate finance, Economic Value Added or EVA, a registered trademark of Stern Stewart & Co and of EVA Dimensions LLC, is an estimate of a firm's economic profit – being the value created in excess of the required return of the company's investors (being shareholders and debt holders). Quite simply, EVA is the profit earned by the firm less the cost of financing the firm's capital. The idea is that value is created when the return on the firm's economic capital employed is greater than the cost of that capital; see Corporate finance: working capital management. This amount can be determined by making adjustments to GAAP accounting. There are potentially over 160 adjustments that could be made but in practice only five or seven key ones are made, depending on the company and the industry it competes in.

Calculating EVA

EVA is net operating profit after taxes (or NOPAT) less a capital charge, the latter being the product of the cost of capital and the economic capital. The basic formula is:

where:

• , is the Return on Invested Capital (ROIC);
• is the weighted average cost of capital (WACC);
• is the economic capital employed;
• NOPAT is the net operating profit after tax, with adjustments and translations, generally for the amortization of goodwill, the capitalization of brand advertising and others non-cash items.

EVA Calculation:

EVA = net operating profit after taxes – a capital charge [the residual income method]

therefore EVA = NOPAT – (c × capital), or alternatively

EVA = (r x capital) – (c × capital) so that

EVA = (r-c) × capital [the spread method, or excess return method]

where:

             r = rate of return, and

             c = cost of capital, or the Weighted Average Cost of Capital (WACC).

NOPAT is profits derived from a company’s operations after cash taxes but before financing costs and non-cash bookkeeping entries. It is the total pool of profits available to provide a cash return to those who provide capital to the firm.

Capital is the amount of cash invested in the business, net of depreciation. It can be calculated as the sum of interest-bearing debt and equity or as the sum of net assets less non-interest-bearing current liabilities (NIBCLs).

The capital charge is the cash flow required to compensate investors for the riskiness of the business given the amount of economic capital invested. The cost of capital is the minimum rate of return on capital required to compensate investors (debt and equity) for bearing risk, their opportunity cost. Another perspective on EVA can be gained by looking at a firm’s return on net assets (RONA). RONA is a ratio that is calculated by dividing a firm’s NOPAT by the amount of capital it employs (RONA = NOPAT/Capital) after making the necessary adjustments of the data reported by a conventional financial accounting system.

EVA = (RONA – required minimum return) × net investments

If RONA is above the threshold rate, EVA is positive.

Comparison with other approaches

Other approaches along similar lines include Residual Income Valuation (RI) and residual cash flow. Although EVA is similar to residual income, under some definitions there may be minor technical differences between EVA and RI (for example, adjustments that might be made to NOPAT before it is suitable for the formula below). Residual cash flow is another, much older term for economic profit. In all three cases, money cost of capital refers to the amount of money rather than the proportional cost (% cost of capital); at the same time, the adjustments to NOPAT are unique to EVA.

Although in concept, these approaches are in a sense nothing more than the traditional, commonsense idea of "profit", the utility of having a separate and more precisely defined term such as EVA is that it makes a clear separation from dubious accounting adjustments that have enabled businesses such as Enron to report profits while actually approaching insolvency.

Other measures of shareholder value include:

• Added value
• Market value added
• Total shareholder return.

Relationship to market value added

The firm's market value added, or MVA, is the discounted sum (present value) of all future expected economic value added:

Note that MVA = PV of EVA.

More enlightening is that since MVA = NPV of Free cash flow (FCF) it follows therefore that the

NPV of FCF = PV of EVA;

since after all, EVA is simply the re-arrangement of the FCF formula.