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Research Outline
Prepared for Megan B. | Delivered January 29, 2020
SAP Concur's Digital Marketing Strategy
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Goals
To identify more specific examples of SAP Concur's digital marketing strategy in 2020.
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Early Findings
Value Proposition
In an interview with SAP Concur chief product strategy officer Mike Koetting, he stated that the "foundation of their value proposition is
s
p
e
n
d
management
."
Collectively within SAP and the partnership with Ariba and Fieldglass, they have a "shared vision of delivering spend management in ways that are augmented by better analytics, machine learning, AI and
customer experience
."
Concur plans on "continuing to
elevate the experienc
e and value of their core proposition of spend management."
Customer Experience Marketing
An
interview
with SAP Concur CEO Jim Lucier and chief product strategy officer Mike Koetting, suggests that SAP Concur's 2020 marketing strategy will focus more on enhancing
customer experience marketing
.
According to CEO Jim Lucier, customers keep asking for new technologies around
artificial intelligence
and machine learning and appear to be delving into the potential of this.
Traveler experience
is another area they are looking into. CEO Jim Lucier, notes that they are at "a tipping point in
travel management
where buyers have squeezed out most of the costs that can be squeezed, so experience is the next dynamic to work on. The focus on the
traveler experience
is in the heritage of our business and has been the magic of integrated travel and expense."
Concur is also "very early into
mobile
and are exploring how Concur technology can help the traveler."
CEO Jim Lucier, notes that they are constantly "
listening to customers
to understand where they want to go."
In terms of customer experience, SAP (in general), has "introduced
Experience Management
to the SAP C/4HANA suite, creating powerful cloud solutions for sales, marketing, commerce and service experience management. This provides an end-to-end
customer experience
platform in the industry, allowing organizations to listen, understand and act on insights that will drive purchasing decisions and customer loyalty."
Market Growth
CEO Jim Lucier, stated in an interview that they've grown more in the last
four years
and that their international business continues to grow quickly.
"Small business has also been a growth engine for
five years
. The awareness around
AI and machine
learning has fueled their existing client business."
They are making investments into "helping customers see the
value
they are providing, because as they see more value, they tend to want to buy more."
They are also pushing more into the public sector and have set up a team to pursue
central government business
around the world.
India Expansion
In 2019, SAP Concur announced an
expansion in India
since they renewed its existing partnership with Thomas Cook.
SAP Concur's collaboration with Thomas Cook India "will connect joint business clients to
integrated travel
and expense (T&E) and invoice management solutions. "
“SAP Concur’s
value proposition
is simplicity, integrated travel and expense management, and they look at partnerships that help them translate these into
customer experiences
and brand loyalty.”
The collaboration aims to "
transform
the way organizations manage their business travel, expense and invoice in a highly visible marketplace.
”
Marketing in SAP
While not specific to Concur, SAP marketing (in general), has used
storytelling-base
d campaigns.
SAP’s Chief Marketing Officer Alicia Tillman tried recreating SAP’s brand narrative by looking to its roots and focused on messages that
tell stories
of how "SAP
supports
businesses, the economy, the environment and drives societal change."
SAP's campaigns, in general, appear to focus on customer experience and try to show how their products "will
improve
their customer's lives to earn their loyalty."
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