the new marketing, the new marketers
Post on 14-Sep-2014
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Changing world of marketing, the evolving role of CMO and marketers ... and how to make it happen!TRANSCRIPT
The 5 Shifts
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THE “NEW” MARKETING
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© GeniusWorks 2012
www.theGeniusWorks.com
The 5 Shifts
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WHY WE NEED A NEW APPROACH
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Marketing
less
effective
Marketing
budgets
cut
Marketers
work
even harder
Distributors
demand more
and discounts
Trad media
are passive
and ignored
Competitors
crowd and fight
on price
Consumers
demand better
price deals
People trust
people and
social media
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The marketing challenge
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Maintaining brands
Pushing products
Targeting customers
Fighting competitors
Competing on price
Driving sales
Less impact
Marketing
becomes more
short term
tactical
Marketing
should be more
long term
strategic
Building brands
Solving problems
Engaging customers
Outthinking competitors
Competing innovatively
Driving growth
More impact
The marketing challenge
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THE old WAys doN’T WoRK
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... To pull
$
$
FROM PUSH ...
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... To many
FROM few ...
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The marketing TRANSFORMATION
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PROMOTION
customers
BRANDS
PRODUCTS
PRICE
Engagement
Participants
Ideas
ENABLERS
Context
RELATIONSHIPS
PLACE
COMMUNITIES
PARTNERS
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Brand
management
Identity
Awareness
Preference
Enabling
value creation
Customer
management
Segment
Target
Position
Facilitating
communities
Product
management Product
Price
Place Co-creating
together
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© GeniusWorks 2012. All rights reserved.
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The 5 Shifts
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What is MARKETING?
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Marketing is
attracting, serving
and retaining the
best customers
Marketing is
selling products
profitably
Marketing is
creating and
capturing
customer value
Marketing is
driving profitable
customer-centred
growth
WHAT IS MARKETING?
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THE “NEW” MARKETING
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GROWTH WHEEL
New brands
New experiences
New categories
New partnerships
New channels
New ventures
New business models
New processes
New organisations
New acquisitions
New consumers
New propositions
New editions
New promotions
New pricing
New concepts
New applications
New products
New services
New geographies
Operational
Growth
Innovative
Growth Structural
Growth
Marketspace
Growth
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© GeniusWorks 2012. All rights reserved.
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© GeniusWorks 2012
www.theGeniusWorks.com
EXAMPlE oF P&G’s NEW APPRoACH
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Observe them in everyday situations
Learn from complaints and online forums
Talk with consumers in depth
Try it out yourself
Use qualitative and quantitative research
consumer immersion
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consumer immersion
Connect & Develop
Design Thinking
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60% Profits growth
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Creative
Committed
Hard working
Inspiring
Essential
Passionate
Talented
Energetic
Undisciplined
Inconsistent
Functional
Self Important
Not commercial
Narrow
Unaccountable
Expensive
What do marketers do?
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The 5 Shifts
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THE NEW MARKETERS
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The 6 Tasks of the CMO
• Champion the customer
• Understand the market, find growth
• Guardian of corporate and product brands
• Upgrade capability and technology
• Bring insight and synergy across the portfolio
• Measure and account for financial performance
What does THE CMO do?
Phil Schiller, Global CMO, Apple Inc
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RolEs IN TodAy’s MARKETING TEAM
• CMO
• Marketing director
• Market manager
• Brand manager
• Category manager
• Market segment manager
• Product
• Distribution channel manager
• Pricing manager
• Communication manager
• Database manager
• Digital manager
• Social media manager
• Relationship manager
• And more
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• Is Marketing is part of sales?
• Or is Sales is part of marketing?
• Or are they the same thing?
• Is it a cost centre?
• Is it a revenue centre?
• Is it a profit centre?
The marketing DEPARTMENT
Marc Pritchard, Global CMO, P&G, and team
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• Champion the customer
• Understand the market, find growth
• Guardian of corporate and product brands
• Upgrade capability and technology
• Bring insight and synergy across the portfolio
• Measure and account for financial performance
• Brand asset management
• Strategic vision and analysis
• Interpreting customer insight
• CRM and database management
• Partnership building
• Integrated communication management
• Internet, mobile and social media
• PR, event and sponsorship
• Customer experience management
• Internal communication
• Profitability analysis by segment, customer, product, channel
• Product management
• Portfolio optimisation and management
• Creativity and innovation
• New business model development
• Business planning and financial management
CAPAbIlITIEs oF TodAy’s MARKETER
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EXAMPLE SUPPLIERS (BEYOND AGENCIES)
Database
management
Business
analytics
Market
modelling
Campaign
management
Workflow
solutions
Project
management
Content
management
Customistn
platforms
Pricing
optimisation
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The 5 Shifts
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MAKING IT HAPPEN
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Example of a 5 day programme for business managers exploring
the best new ideas in business and preparing for implementation
Your challenge You have probably been successful in your existing
markets – engaging customers, beating the competition,
establishing a profitable business.
You probably have a range of successful products, loyal
customers, dedicated employees, and an established way
of working
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Yet the world keeps changing – falling boundaries enable
new entrants, digital technologies allow new approaches –
customer priorities change, and expectations keep rising.
What do these changing markets mean for your business,
both in terms of threats and opportunities?
How can your business build on its established position, its
asset base, to reach out to new customers, markets and
categories?
As competition intensifies , social and environmental issues
become more important, and new technologies enable
new possibilities, every leader and manager needs to think
bigger, better and differently.
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Changing markets Winning in changing markets requires new thinking
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The opportunity
Your future success will be driven by new and smarter approaches to
markets and marketing:
• Building bolder brands: making more of your brands, and how you can
engage with new audiences, and be more different from competitors
• Focusing on the best opportunities: driving profitable growth in existing
market,s but also in new geographies and categories
• Delivering faster innovation: unlocking the creative potential of products,
people, and the new innovation centre.
• Engaging customers more deeply: harnessing new approaches such as
co-creation, social media and sustainability to do more.
This is about strategy, but also about everyday ways of working – from
suppliers to distributors, systems and processes, culture and rewards.
Whilst many of the essential principles of business do not change, many of the
tools and platforms for winning are new and different.
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Customised A framework through which to build the right capabilities …
Strategic
planning
Building
brands
Innovative
experiences
Customer
impact
7. Define market
and business
growth strategies
• defining the best
growth opportunities
• optimising market
and brand portfolios
• strongly influencing
business priorities
8. Manage integratd
marketing plans and
budgets
• defining clear goals
and targets
• developing clear
marketing plans
• building stretching
but realistic budgets
9. Develop plans
for marketing
activities
• planning specific
marketing activities
• testing new
marketing ideas
• allocating budget
and resources
10. Develop
powerful and
distinctive brands
• building strong
brand identities
• developing clear
market positioning
• deploying brand
strategies effectively
11. Articulate
compelling value
propositions
• developing target
propositions
• managing price by
perceived value
• aligning business
behind propositions
12. Build our brand
awareness and
reputation
• brand activation
across experience
• branding reputation
through effective PR
• engaging our
people in the brand
13. Drive
innovation across
the business
• challenging the
market conventions
• driving business
innovation
• exploring new
business models
14. Develop and
deliver great
products/services
• designing the
customer experience
• developing new
products + services
• packaging better
customer solutions
15. Champion the
total customer
experience
• improving the
customer experience
• making it personal,
time, location-based
• enhancing usability
and interaction
16. Deliver winning
marketing
programmes
• leveraging our
brand portfolio
• instigating new
customer initiatives
• aligning business
delivery to customer
17. Manage our
communications
and agencies
• develop integrated
campaigns
• partnering and
motivating agencies
• manage customer
contact and loyalty
18. Maximise our
return from each
customer
• executie fast and
flawlessly
• gain commitment
and best contribution
• drive retention and
advocacy
Customer
insights
1. Champion new
opportunities for
customers
• exploring new
customer contexts
• identifying new
trends and insights
• championing the
customer internally
2.Segment and
target the best
customers
• segmenting in
intelligent ways
• profiling customer
motivations
• identifying highest
value customers
3. Understand
customer needs
and wants deeply
• using full range of
customer research
• developing new
insights from data
• effectively using
customer databases
Business
analysis
4. Maximise our
business
performance
• optimising the
marketing mix
• completing and
reading a P&L
• articulating our
value to business
5. Evaluate the
effectiveness of
marketing actions
• customer lifetime
value and profit
• marketing impact
on market/business
• improving return
on investment
6. Analyse
markets and
business
• evaluating market
and competitors
• evaluating our
business/brands
• identifying ways
to improve
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Customer
experiences
Innovative
solutions
Market
strategies
Customer
insights
Brand
building
Winning
propositions
Customised Building the right capabilities The six capability streams have been selected though a combination of global best
practice analysis (working with companies like Coca Cola and Cemex, GE and IBM,
Unilever and Visa) and insight into your business strategy, market structures and
challenges, partners and people.
• Market strategies: where are we going, what makes us different, how will we win?
• Customer insights: what really matters, currently and potential to target customers?
• Brand building: how to build, communicate and manage brands and portfolios?
• Winning propositions: how to engage customers practically and distinctively?
• Channel dynamics: how to manage channels and partners, pricing and sales?
• Customer experiences: how to deliver experiences, that drive loyalty and growth?
Key to each of these capabilities will be how they integrate with each other to ensure
practical and profitable marketing. Each capability forms a two-day workshop, that
explores best practice and practical application, key tools and inspiring case studies.
Detailed tools and practices are explored in more detail separately.
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How will you harness the potential of
brands and innovation to grow
in existing and future markets
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The Winning in the New Business
World Programme
There are three days of “new insights and best practices”
• Market Leaders: day 1 explores strategy and customers,
understanding changing markets and priorities, focusing on the best
opportunities.
• Bolder Brands: day 2 is about brands and propositions, defining
the big and bold ideas, harnessing social media and integrating
communication.
• Winning Innovation: day 3 focuses on experience and
performance, developing better products and services, market and
business success.
Followed by two days of “practical ideas and real action”
• Issue driven: focused on the agreed real issues of each participant, and
how they can address them in more creative and effective ways.
• Action driving: working one-to-one with each participant to develop
insights, propositions, and solutions for fast and practical implementation.
• Participants should ideally attend all 5 days for most benefit and impact.
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Day 1 … Market Leaders … Winning strategies to engage customers
• Market Dynamics: Welcome to a VUCA world,
where a new generation of business is emerging.
• Power Shifts: from west to east, big to small,
business to customer, volume to value.
• New Whitespaces: New hotspots for growth, from
women to cities, healthcare to Brazil.
• New Business Models: Networks and collaboration
are transforming the way business work and win.
0900 – 1030 Changing Markets
Customer
insights
1100 – 1230 Market Strategies
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1330 – 1500 Customer World
1530 – 1700 Analytics and Insights
• Inspiring purpose: having a vision beyond profit, to
make life better, in a distinctive, better way.
• Opportunity Mapping: using adjacent markets to
identify the best opportunities for profit growth.
• Growth Wheel: Exploring the different types of
growth, for short and long-term success.
• Value Creation: from value disciplines to economic
drivers, how to measure business performance.
• Insights and Trends: Core values and enduring
trends that are shaping markets and people.
• Context and Framing: Reframing your business
around what people want, not what we sell.
• Energiser Pyramids: Rising above essentials, to
focus on customer enablers and energisers.
• Crowds and Participation: Engaging customers
in co-marketing for more insight and impact.
• Customer Insight: Using diverse research tech to
explore needs and wants, including deep dives.
• Market Segmentation: Making sense of markets
and focusing through appropriate segmentation.
• Customer Profitability: Evaluate the lifetime value
of each customer to prioritise resources
• Predictive Analytics: Evaluating characteristics
and behaviours to identify best opportunities.
Customer
insights Market
strategies
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Day 1 … Market Leaders … Winning strategies to engage customers
Customer
insights
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Market strategy
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Day 2 … Bolder Brands … Defining and communicating propositions
0900 – 1030 Building Brands
Customer
insights Bolder
brands
1100 – 1230 Customer Narratives
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1330 – 1500 Value Propositions
1530 – 1700 Digital and Soclal Media
• Defining Brands: Finding the essence of what a
brand enables, how it is different, makes people feel.
• Brand Architectures: Masterbrands, sub-brands,
endorsements and more – how it all works together.
• Licensing and Franchising: Extending your brand
through partnerships into new markets and categories.
• Affinity and Partner Brands: Building your brand helo
by working with complementary brands.
• Customer narrative: Articulating your brand in
terms most meaningful to your audience.
• Brand Storytelling: Turning your brand into
memorable words and pictures.
• Contagions and funnels: Spreading your story,
and using AIDA and reverse funnels.
• Integrated Communication: Bringing together
all your agencies, media and conversations.
• Customer Value: articulating the superior rational/
emotional value which you create for your customer.
• Reframing Competition: Redefining this value in a
more valuable context for customers and price.
• Distinctive Benefits: Articulating the benefits in clear
and relevant ways for teach arget segment
• Pricing Strategies: Considering the price position
relative to the peer group and perceived value.
• Clicks, Likes, and Tweets: Making sense of
social media and digital marketing platforms.
• The SoLoMo Consumer: Exploring how
consumers are influenced and buy in new ways.
• Online Communities: How to build communities
around your brand using social media.
• Mobile Marketing: Time and place became the
most important factors of your marketing.
Engaging
propositions
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Day 2 … Bolder Brands … Defining and communicating propositions
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Day 3 … Winning Innovation … Delivering profitable experiences
0900 – 1030 Smarter Innovation
Winning
experiences
1100 – 1230 Customer Solutions
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1330 – 1500 Experience Design
1530 – 1700 Performance Delivery
• Creative toolkit: Exploring a range of creative tools to
generate more better ideas faster.
• Open innovation: Working with business and customer
partners to share and achieve more.
• Frugal and bottom-up: Rethinking where good ideas
come from, and the process to innovate.
• Innovation process: opening up closing down, from
insight to design, evaluation to launch, and management.
• Parallel markets: learning from parallels to explore
customer behaviours, preferences and solutions.
• Social and environmental: harnessing sustainability
to drive better innovation.
• Customised solutions: personalising products and
solutions for each customer..
• Business model design: rethinking the way you
make money, channels and partners.
• Experience mapping: evaluating the existing and
developing a better experience for the customer.
• Brand theatre: exploring how the brand can add value
to the experience in different ways.
• Personal service: delivering more relevant and
empathetic service at every touchpoint.
• Customer loyalty: building relationships and
community that drive retention and advoacy.
• Return on Marketing Investment: measuring the
effectiveness, and optimising budgets and resources.
• Net Promoter Score: exploring alternative metrics for
marketing including NPS.
• Brand Equity and Brand Value: Calculating the impact
of marketing on brands and business.
• New Role of Marketing: customer champions, business
innovators, growth drivers … and future CEOs.
Customer
insights Innovative
solutions
Day 3 … Winning Innovation … Delivering profitable experiences
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Days 4 and 5 … Practical ideas and applications … making it happen
Part 1, 0900 – 1230 Exploring my challenge
Customer
insights Issue
driven Action
driving
Part 2, 1330 – 1700 Defining my proposition
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Part 3, 0900 – 1230 Designing my solution
Part 4, 1330 – 1700 Preparing for implementation
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The Winning Business Digital Toolkit
The programme will include a portfolio of articles, book extracts, case
studies, videos, processes and tools, and useful links, to support participants
during and beyond the programme (can be available on a memory stick).
Inspiring articles will include
• Gamechangers: the next generation of market leaders
• Finding a better place: new markets, new opportunities
• Brand Building by Pixar: more creative communications
• The 7 Whitespaces: exploring the new opportunities to 2020
• The co-marketing manual: a guide to more collaborative marketing
• Learning from da Vinci: Innovation from the future back
• Welcome to my world: Doing business on customers terms
Global case studies will include
• GE: rebuilding a business around customers and sustainability
• Tata: rethinking business from an Indian perspective
• Alibaba: the Chinese business network for the 21st century
• Threadless: cool co-creation clothing business from California
• Whirlpool: a more disciplined approach to design and innovation
• Cemex: driving differentiation and profits in commodity markets
• Virgin: the marketing machine that keeps doing the impossible.
Action toolkits will include
• Strategy tools: from market mapping to strategy formulation
• Branding tools: from brand essence to customer value propositions
• Insight tools: from customer immersion to market segmentation
• Communication tools: from customer narratives to social media
• Creativity tools: from advanced brainstorming to parallel markets
• Innovation tools: from concept designs to accelerated innovation
• Performance tools: from net promoter to brand equity measurement.
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One inspiring day
of the best new ideas in
brands, innovation and business
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What’s next?
What’s new? What works?
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Affluenza
Business models
Co-creation
Digital platforms
Environmental
Frugal innovation
Gamechanging
Human design
Kinetic insights
Localisation
Mobile marketing
Nanotech
Open innovation
QR codes
Radical ideas
Social media
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Peter Fisk is a best-selling author and inspirational speaker, a strategic consultant to leading companies
around the world and a business entrepreneur.
Peter leads GeniusWorks, a strategic innovation business based in London and Budapest,
Istanbul and Dubai, that works with senior management to “see things differently” – to
develop and implement more inspired strategies for brands, innovation and marketing.
Gamechanger is a strategy accelerator for leadership teams, Innolab is a facilitated innovation
process based on deep customer insights and creative thinking, and BrandVision is a platform
to develop better brands and brand portfolios.
His best-selling book Marketing Genius explores the left and right-brain approaches to
competitive success, and has been translated into more than 35 languages. Customer Genius
describes how to build a customer-centric business, Business Genius is about inspired
leadership and strategy, Creative Genius is the innovation guide for border crossers and
game-changers, whilst People Planet Profit explains how to grow, whilst doing good ethically,
socially and for the environment.
Peter grew up in the remote farming community of Northumberland, in the North East of
England, and after exploring the world of nuclear physics, joined British Airways at a time
when it was embarking upon becoming “the world’s favourite airline” with a cultural
alignment around customers.
He went on to work with many of the world’s leading companies, helping them to grow more
profitably by becoming more customer-centric in their structure, operations and leadership.
He works across sectors, encouraging business leaders to take a customer perspective, and
learning from different types of experiences. His clients include American Express and
Aeroflot, Coca Cola and Cemex, Lastminute.com and Hersheys, Marks & Spencer and
Microsoft, O2 and Orange, Pinar and Red Bull, Shell and Tata Steel, Teliasonera and Turkcell,
Vitra and Virgin, Vodafone and Volkswagen.
He was also the transforming CEO of the Chartered Institute of Marketing, the world’s largest
marketing organisation. He led the strategic marketing consulting team of PA Consulting
Group, and was MD of Brand Finance before founding his own business. He was recently
described by Business Strategy Review as “one of the best new business thinkers” and is in
demand worldwide as an expert advisor and energising speaker.
.
@geniusworks
www.theGeniusWorks.com
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