transforming the marketing function to meet new challengess sli… · transforming the marketing...
TRANSCRIPT
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Transforming the
marketing function to
meet new challenges
Cambridge Judge Business School
7th September 2018
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We are a Marketing Transformation Consultancy
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© Flock Associates
What is Marketing Transformation?
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“Marketing transformation is the process
of reinventing an organisational marketing
department and/or agency ecosystem to
make it fit for the future.”
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© Flock Associates
Complete Marketing Transformation Involves Four Core Services
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Process & Operational
Design
MarTech & Data
Review
1. TECHNOLOGY
Capability Assessment &
Organisational Design
3. PEOPLE
2. OPERATIONS
Agency Relationship
Review & Pitch
Management
4. PROCUREMENT
TRANSFORMATION
STRATEGY
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© Flock Associates
Why Do Our Clients Work With Us?
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COMMERCIAL
Reduce budget
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Agency resigns the
account
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Department or
budget wants own
dedicated resource
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Procurement
PEOPLE
Change of CMO, CEO
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Agency loses key staff-
Poor quality staff - not
the right talent
MODEL
Desire to move some
skills/services in house
-Change of model
e.g. global to decentralised
-Re/decouple services
e.g. Digital or prod or media
-Merger, TO or
integration of business
units
OUTPUT/WORK
Poor/inconsistent
creative
-Behind the
competition
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Shift in format e.g. TV to Digital
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Unsolicited pitch
WAYS OF WORKING
Concerns about
transparency
-Lack of consistent KPIs
Poor agency service
(response time,
process etc)
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Companies we’ve
Supported with Marketing
Transformation
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© Flock Associates
A change in Marketing
£€
BRANDS CONSUMERS
BROAD TARGETTING
BROADCAST
BRAND TO CONSUMERS
BRAND TIME
BRAND VALUES
TIME SLOT COMMS
£€
BRAND CONSUMERS
RELEVANT TARGETTING
PERSONALISED
CONSUMERS TO BRANDS
CONSUMER TIME
UTILITARIAN VALUES
ALWAYS ON
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© Flock Associates
The Future is about Inbound Based Communications
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What is the prospect looking
for?
Why are they searching for it?
What asset will satisfy that
search?
Where should the asset live?
How will the prospect find the
asset?
What is the next step in the customer
journey?
INTENT OPTIMISATION ASCENSIONCHANNELASSETCONTEXT
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© Flock Associates
7 Major Marketing Trends in 2018
Chat bots AI Delivery Payment Mobile Personalisation Social
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© Flock Associates
Chat bots AI Delivery Payment Mobile Personalisation Social
7 Major Marketing Trends in 2018
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© Flock Associates
More than just chat
• Provide personalised assistance
• Enhance customer service
• Provide product recommendations
• Process orders
• Share brand or product updates
• Provide in-store assistance and navigation
• Offer promotions based on location
• Automate processes
• Enable discovery
• Support storytelling
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© Flock Associates
Chat Bots
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2
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© Flock Associates
Chat bots AI Delivery Payment Mobile Personalisation Social
7 Major Marketing Trends in 2018
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© Flock Associates
Google Booking an Appointment
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4
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© Flock Associates
Chat bots AI Delivery Payment Mobile Personalisation Social
7 Major Marketing Trends in 2018
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© Flock Associates
Delivery - Adidas Glitch (4 hours)
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© Flock Associates
Zero UI
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© Flock Associates
Chat bots AI Delivery Payment Mobile Personalisation Social
7 Major Marketing Trends in 2018
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© Flock Associates
Payment - Just Go
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© Flock Associates
Chat bots AI Delivery Payment Mobile Personalisation Social
7 Major Marketing Trends in 2018
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© Flock Associates
Mobile - Near Store / Instore / 30 Days
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© Flock Associates
Chat bots AI Delivery Payment Mobile Personalisation Social
7 Major Marketing Trends in 2018
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© Flock Associates
Fashion brand issues currency just for women
• Unadjusted gender
pay gap* is 21%
• Fashion brand Paisley
now offer Euro
exchange for FEMcurrency which is 21%
more than a Euro
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* German Federal Office of Statistics
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© Flock Associates
Chat bots AI Delivery Payment Mobile Personalisation Social
7 Major Marketing Trends in 2018
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© Flock Associates
Mini Ads (You have to pay to play)
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6”
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© Flock Associates
Chat bots AI Delivery Payment Mobile Personalisation Social
Fast, Accurate
and EasyGuided
commercial &
customer
focused
conversation
Simplicity and
ease
Fast, secure and
on customers
terms
Build for a mobile
generation
Hyper knowledge
delivering real
time
personalisation
Be social
7 Major Marketing Trends in 2018
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© Flock Associates
4 Key Changes Needed In Marketing Departments
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Disruption
not
Tweaks
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Org Design
Development
People
not
Roles
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Capability
Assessment
Needs
not
Tech
3
Martech
Analysis
Partners
not
Suppliers
4
Ecosystem
Review
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© Flock Associates28
No desks
No departments
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© Flock Associates29
Lego House
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© Flock Associates30
Brand Equity
Fail Fast
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© Flock Associates31
2 Pizza Rule
Empty Chair
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© Flock Associates32
Annual Call
Centre
Start Up
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© Flock Associates33
70|20|10
Faster
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© Flock Associates34
Flat Structures
Minimise
Distractions
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© Flock Associates35
Data Hiring
Adapt
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© Flock Associates36
Leaders
Whiteboards
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© Flock Associates37
Ncourage
Simplify and Go
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© Flock Associates38
EKIN
1. Honesty
2. Competition
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© Flock Associates
4 Key Changes Needed In Marketing Departments
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Disruption
not
Tweaks
1
Org Design
Development
People
not
Roles
2
Capability
Assessment
Needs
not
Tech
3
Martech
Analysis
Partners
not
Suppliers
4
Ecosystem
Review
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© Flock Associates40
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Thank you
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