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The Metaverse – From Bored Ape to Math-Men Club
Challenge:
Cryptocurrency, blockchain, non-fungible tokens (NFTs), and wallets are the early metaverse concepts taking more shape while others are on their way. Many companies are paying attention to the hype and investing in the metaverse. They see opportunities to deepen customer loyalty, open up new communication channels with their communities and generate revenue.
But there is reason for caution. The metaverse is suddenly a hot topic, even though the underlying technology trends have existed for years. As with the early days of the internet and the dot-com boom, some innovations are merely speculation and risk being overvalued money pits. A true metaverse, as foreseen by tech visionaries, is still years away. Not every CMO needs to become a metaverse leader today, but it is time to prepare for this new virtual reality and its possibilities.
Our approach:
We see massive strategic potential in the new virtual reality. Wallets and NFTs will allow us to analyse and interact with prospects and customers in ways we have never seen before. Follow us as we think ahead and answer the challenges of the metaverse. We will explore how to use data sources and marketing tools to target audiences and consumers in the real world, establish and deliver a new level of 1:1 personalisation in virtual worlds, and take advantage of smart contracts in the next e-commerce and community management era.
Based on our ‘Mad-Men to Math-Men Marketing’ consulting approach to transformation and our underlying ma.tomics framework, our proven workshop format gives every CMO an easy start on the journey from ‘Bored Ape to Math-Men’ Club.
Closer to customer needs that ever before in the metaverse
Anyone who is already developing the right strategy in the conflict area between metaverse, NFTs and marketing will be the first to benefit from the breakthrough of this evolution. Read our whitepaper to find out what role the metaverse can play in marketing and where opportunities for your corporate marketing are emerging.
Our services
Marketing Advisory – Our skills optimise your activities
Benefit from operating marketing not as a cost centre, but as a strategic unit, to deliver consistent and optimal services. Modern automation tools – in B2B, B2C and B2B2C contexts, from planning to automation to data and analytics – help you build a cohesive and agile target operating model.
Together with you, we take your brand management, marketing strategy and organisational model to a new level. Our skills will help you increase the efficiency and effectiveness of your customer analysis and targeting.
For more information on this topic, read on and contact us.
Chief Marketing Officer (CMO) Strategy and your optimal marketing universe
Perfect marketing plus exceptional customer experiences equal entrepreneurial success. The level of return on marketing investment is deciding factor, so it’s essential to define your marketing universe and strategic goals. An isolated by channel approach or not aligning campaigns with business objectives leads to high wastage and, ultimately, negative returns on your investment.
We define your marketing universe to perfectly position your brand, brand portfolio, and services in the marketplace. We combine our Business, eXperience, Technology (BXT) approach with our ma.tomics framework for the forward-looking alignment of your marketing transformation.
We place the highest value on consistently aligning your marketing strategy with your potential and existing customers’ interests. Underpinning the strategic value proposition are core elements: customer journeys, personas, creativity, and a data-driven marketing engine.
Our CMO strategy is the fusion of data-driven marketing and human creativity. By properly designing your universe, the customer journey serves the needs of each of your target groups better than ever.
Strategic Marketing Planning
Marketing planning for individual channels and levels often operates in different formats and systems, with distinct processes. Obtaining a holistic global overview is often challenging. Consequently, you waste a lot of potential because of the limited transparency of numerous formats, systems, and processes and don't exploit optimization opportunities.
PwC supports you in introducing uniform marketing planning across all channels and national borders, with a planning system and standardized processes. On the one hand, this ensures transparency, and on the other, it enables appropriate tracking. We help create transparency in several ways, as you have access to the planning in the cloud at any time and can compare the plans of individual countries, departments, and agencies. We have seen a considerable increase in many of our clients' marketing efficiencies and would be happy to help you implement this too.
Marketing – Agile Target Operating Models (MA.TOM)
In most companies, the marketing organization has grown historically; it tends to be task-based, with siloed thinking. This leads to inconsistent customer experiences and less efficient use of budgets, technology, data, optimization opportunities, and employees’ skills. Consequently, it negatively impacts your costs and the success of your marketing activities.
PwC’s Marketing-Agile Target Operating Models encompass your marketing operations’ entire structure and processes. Your organization, processes, technology, and employees' skills are aligned so that your marketing organization constantly optimizes itself in an agile and data-based manner to differentiate itself from the competition.
With our MA.TOM design support, we pursue clear goals:
- Acquire new customers more effectively
- Retain existing customers more firmly
- Reactivate former customers.
And to do this more efficiently than before. This also means you invest every marketing dollar more effectively than your competitors.
Target group-oriented marketing automation
Personalized, strategic targeting through agile customer experience management creates exceptional customer experiences. The goal must be to reach consumers at the right time, in the right channel, with the right frequency, and in the appropriate context with relevant messages. Otherwise, you risk losing your customers to competitors.
Leverage the flexibility of agile processes and structures to automate and continuously improve your strategic marketing. When we collaborate with you to develop your marketing automation, success criteria include:
- Aligning all touchpoints (paid, owned, earned) with your target groups’ needs quickly and precisely
- Fostering the creativity of your campaign developers
Marketing Technology and Clouds
Without CRM, marketing automation software, web analytics, and other tools, you can't future-proof your strategic marketing planning and customer experience. But implementing these platforms presents many challenges. For example, companies often lack expertise in marketing automation and analyzing data. There are also concerns over high costs – with implementation, for instance.
With PwC, you won't experience any unwelcome surprises when implementing your marketing cloud. We guide you with proven best-practice expertise from implementation strategy to technology use. For example, if you want to use global marketing clouds, we will integrate them optimally into your existing IT infrastructure and roll them out with you. One of the biggest challenges here is integrating the clouds into the complex structure of many marketing interfaces. We are masters of this discipline - whether in the marketing landscapes of the Marketing Cloud from Salesforce (including Audience Studio, Interaction Studio, Datorama, and Tableau), SAP C/4HANA, Google Marketing Platform, and Adobe Experience Cloud.
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Brand value measurement in real-time
The value of a brand is highly relevant to business success. It's why many companies are asking themselves how they can determine their brand value and adapt their marketing to developing it without losing time.
PwC's answer is Real-time Brand Valuation. Developed in-house, it combines public brand perception with monetary brand valuation. The solution uses PwC's Digital Intelligence Services to access over 150 million public sources.
As a marketing decision-maker, you can translate real-time data insights into concrete actions to increase your company's brand value. For instance, by reacting promptly to value-diminishing events and enhancing the customer journey.
From Mad Men to Math Men – Intelligent Marketing Analytics
20th-century advertising had to stand out from the crowd. Today, it's vital to show customers added value and bind them to your company for the long term. Many companies still manage their marketing according to the adage “the more, the better”, without addressing individual customer needs. Consequently, they miss opportunities to establish more profitable customer relationships.
PwC helps you build a clear understanding of your customers by focusing on customer value, preferences, and the customer journey. Our service enables you to target and engage your customers more effectively. We help you to:
- Build a data ecosystem with state-of-the-art clouds
- Create an exploratory dashboard
- Develop standard reports
- Construct predictive models for purchasing preferences and channel optimization.
We also increase the success of your brand and sales campaigns by optimizing campaign execution. Our agile, real-time approach uses marketing mix, attribution models, and comprehensive audience analysis from thousands of data points.
Marketing-Rollout, Change & Enablement
Compared to selecting the appropriate marketing tools, the real challenge begins with global implementation across the existing system landscape or even creating an entirely new landscape.
Such transformations involve challenges from multiple perspectives: considering technology, processes, business, and change management. PwC meets these challenges from three perspectives: business, eXperience, and technology, or BXT for short.
A prerequisite for successfully introducing new marketing solutions is a comprehensive understanding of technology. But a truly successful technology rollout is differentiated by an underlying knowledge of the business value proposition and the employee experience necessary to put this into practice in the digital marketing world. To enable this eXperience between local and global stakeholders and the agency network, PwC has developed our e.tomics framework.
“With the BXT Approach and e.tomics Framework, PwC helped us to focus on high-value use cases, creating added business value and rapid adoption across our organization.”
Brand, Audience & Content Management
Adapt brand management precisely to a dynamic environment and evolving customer needs.
The current market situation influences customers' needs and behaviors, putting brand identity to the test. As communication and consumption via digital channels become the 'new normal,' adapting your positioning and service offering is vital to remain competitive.
People often see digitalization in marketing through the lens of marketing measures and channels, like online or mobile. But this is not enough to bring a multi-faceted brand into the digital world and transform the company.
In five steps, succeed by sustainably adapting your communication and brand strategy to new customer behaviors. The focus is on:
- the brand
- target group
- branded content
- an agile marketing organization structure
- the right technology
Fundamentally, it's about making intelligent use of digital opportunities and translating brand values for and into the digital world.
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Proven data-driven marketing framework
When you digitise your marketing, you first need to break it down into individual processes and building blocks – strategy, touchpoints, analytics, campaign management, pricing and performance measurement, for example. This reduces the complexity of the overall process. We use “ma.tomics” to deliver this. The Data-Driven Marketing Framework developed by PwC consists of 18 elements that can be linked together. For specific customer needs, we can extend ma.tomics. We would be happy to show you the added value it brings to your marketing organisation.
“The goal of an automated marketing approach must be to reach consumers with relevant messages at the right time, in the right channel, with the right frequency, and in the appropriate context. Otherwise, companies will lose touch - with their customers and competitors.”
Our case studies
- Case Study: Leading Start-up in the Automotive Industry
- Case Study: Leading Consumer Goods Manufacturer of Hot Beverages
- Case Study: 85 markets, one data-driven marketing approach
Case Study: Leading Start-up in the Automotive Industry
We helped our client build one of the first agile data-driven marketing organisations. This enabled it to establish itself as a leading start-up in the automotive industry.
Challenge
Our client wants to position itself as a pioneer in the eMobility space. Lack of processes and structures prevent the client from scaling marketing efforts to build a strong brand.
Solution
- Development of a holistic and global marketing strategy, from planning to automated creation and execution of campaigns (paid, earned, owned) to definition of KPIs and measurement of success.
- Implementation of the data-driven, agile marketing model embedded in marketing automation software along the complete customer lifecycle
- Introduction of a data management platform (DMP) to build complete view of the customer and optimise activities according to customer profiles
- Development of a roadmap for scaling our client's marketing with the help of PwC's Data-Driven Marketing Framework ma.tomics
- Continuous optimisation of marketing measures through an agile marketing approach
- Unified and organisation-wide data and segment taxonomy
- Provision of the necessary systems, tools and processes and support of the organisation
Added value
- Structured global marketing alignment within the organisation
- Increased transparency through measurability of marketing activities along the customer journey
- Increased planning accuracy and thus increased efficiency
- Scaling of the marketing organisation as a basic prerequisite for future growth
Case Study: Leading Consumer Goods Manufacturer of Hot Beverages
Centralisation of the purchasing process for digital media. We helped our client centralise the digital media buying process across countries. Today, the global digital department has an overview of all activities.
Challenge
Our client is a global company in the B2B2C industry with a variety of sub-brands. The company has a fragmented approach to managing media agencies in different countries.
Solution
- Introduction of a global taxonomy for marketing campaigns: this laid the foundation for further implementations.
- Advising on the selection and implementation of tools and technologies: These measures support digital media buying.
- Consulting on processes: We assisted in setting up annual processes for media strategy, planning, optimisation and budgeting.
- Establishment of a suitable data strategy: Today, the company complies with the EU General Data Protection Regulation (EU GDPR) in its handling of data.
Added value
- Introduction of agile processes
- Implementation of a globally standardised marketing planning tool
- Introduction of a standardised campaign taxonomy to simplify coordination
- Better overview of the technology and tool landscape
Case Study: 85 markets, one data-driven marketing approach
Our client is one of the most successful manufacturers in the consumer goods industry and not only represents a strong brand on social media, but is also one of the world's leading event organisers. However, the potential of its customer data has not been fully exploited so far. The planning and execution of marketing activities has also been insufficiently aligned and coordinated globally.
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