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Introduction 1 Who Is It For? 2 Research and Development 4 A Note on Contributors 5 PART I: WHAT'S CHANGED? 9 Chapter 1 The 4 P's Are Passe 11 Power Has Changed Hands 12 How Has the Brand/Customer Relationship Changed? 15 A Brief History of Online Marketing 15 A Free Loudspeaker for All! 17 New Competitors + More Noise = Need for Relevance 18 Noise Levels Are Increasing 19 Digital Has Changed the Game Marketers and Consumers Are Playing 20 How Has the Changing Media Landscape Changed the Marketer's Role? 21 How Media Disruption Has Impacted Marketers 23 A Fragmented, "Transmedia" Landscape 25 Things Are a Lot Harder Than They Were Back in the 1990s 28 It's Not All Bad... 29 How Does the "Flood" of Customer Data Impact the Marketer's Role? 29 From Art to Science 30 More Data = More Accountability 31 The Democratization of Your Brand 32 Your Customers Have More Choice and Power 33 Backstory Is More Important Than Tagline 34 The Impact of the Global Financial Crisis 34 Brand Is a Conversation Between Companies and Their Customers 35 Not Everything Has Changed: The Fundamentals Remain the Same 37 ART Means Major Changes Must Be Made 41 The New Customer Contract: Authenticity, Relevance, and Transparency 41 The New Customer Contract: Authenticity 42 The New Customer Contract: Relevance 44 The New Customer Contract: Transparency 45 How ART Will Impact the Future of Marketing 46 Endnotes 48 Chapter 2 What Is a Customer Journey, and Why Does It Matter? 53 The Customer Journey Means Expanded Roles 56 Endnotes 56 PART II: HOW ARE COMPANIES COPING? 59 Chapter 3 How Are Companies Doing Right Now? 61 The Marketer's Expanding Role: Confusion on Next Steps 62 Internal Structures Are Beginning to Change 62 Collaboration Is Key 63 Departure Lounge 66 Marketing Is Under Pressure to Increase Speed 68 1. Customers Expect Responses to Queries Far More Quickly 68 2. Customers Reward Marketing Campaigns That Are Closely Linked to Developments in the World Around Them 70 3. New Platforms Reach Maturity (and Huge User Bases) More Quickly Than Ever 70 4. Data and New Measurement Methodologies Quickly Give Marketers Usable Insight into Campaign Success 72 How Are Marketers Beginning to Increase the Speed? 73 Media Fragmentation Is Tough to Deal With 74 Things Are Changing Fast 76 Marketers Must Mix Paid, Earned, and Owned Channels 76 Delivering a Consistent Brand Message Is Increasingly Challenging 77 The Speed with Which Channel Fragmentation Is Taking Place Is a Challenge All Its Own 79 Most Companies Are Not Fully Leveraging Customer Data for Better Customer Insight 80 A Long Way to Go-But There's Increasing Clarity on the Route to Take 82 Next Steps 83 Endnotes 84 PART III: BUILDING FOR THE FUTURE 85 Chapter 4 Brand Management and Storytelling 87 Managing a Brand in Collaboration with Customers 87 Experience Supersedes Logo 87 Brand Is How a Company Acts As a Corporate Citizen 88 How Can Brand Storytelling Help? 89 This Isn't a New Coat of Paint-It's Deeper Than That 92 How Can You Build Storytelling into Your Marketing Campaign? 93 The Battle Between Art and Science Isn't Over Yet 94 Endnotes 94 Chapter 5 Getting Your House in Order: How Internal Buy-In Impacts External Marketing 95 Consistent Experience Across Multiple Channels Is Hard but Essential 96 Transparency Makes Consistency Essential 98 Build Your Corporate Onion 98 Internal Is Where This All Begins 99 Step 1: Build from the Ground Up, Not the Top Down 100 Step 2: Build a Clear Role for the Individual and Highlight the Benefits of That Role 100 Step 3: Immerse Your Employees in the Journey to Reassure Them 101 Step 4: Focus on the Long Term, Not the "Year of Customer Experience" 103 Endnotes 103 Molson Coors Case Study 104 Chapter 6 How an Evolved Internal Structure Drives Authentic, Relevant, and Transparent Marketing 119 The Chief Marketing Officer's Evolution 120 From Part of the Matrix to a Leadership Role 121 Why a Centralized Marketing Community Is Critical 122 Should Marketing Expand Itself Out of Existence? 124 Splitting the Marketing Department 124 New Roles and Responsibilities 126 Focus on Agility 127 Why IT, Data, and Marketing Departments Need to Work Together 128 Breaking Down Silos for a More Comprehensive Customer Picture 130 Unification of Information 131 Internal Data 132 Uniformity of Response 133 Randstad Case Study 134 Endnotes 137 Chapter 7 Data for Relevance and Agility 139 Importance of Data and Science 139 1: The Scale Is Incredible 139 2: The Opportunity Is Enormous-and the Imperative Is Unavoidable 140 3: You're Now Competing with Digital Natives 141 4: Data Helps You Spot Problems 142 Setting Up for Data 143 1: Hiring the Right People and Evolving the Marketer's Role 144 2: Build the Right Organizational Model 144 3: Set Clear Goals Aligned to Overall Corporate Goals 145 4: Find the Signal in the Noise 146 The Benefits One Can Expect from a Comprehensive, Forward-Looking Approach to Data Management and Analysis 147 Better Understanding for More Relevance 150 Finally, a Replacement for Focus Groups 151 Enhanced Relevance: Building Better Campaigns-and Better Products 152 Examples of Brands Using Data for Better Marketing 153 Data for More Agility: Insight at Speed for On-the-Fly Campaign Evolution 156 Data Is Not a Miracle Cure. There are limits to its Utility 157 Allowing Data to Replace Creativity 158 Are We Headed for a Data Drought? 158 Avoiding Creepiness 160 Conclusions 161 Endnotes 162 One Medical Group Case Study 164 KidZania Case Study 170 Land O'Lakes Case Study 180 Chapter 8 Why Multichannel Matters 183 You've Got to Spread Yourself Thin 185 Work out Which Channels Are Worth the Money to You 186 Define How to Use Channels Appropriately 187 You've Got to Make Sure That Channels Work in Some Form of Harmony 188 Multichannel As a Foundation 190 Endnotes 190 Hiscox Case Study 180 Chapter 9 Content Marketing to Drive Engagement 197 Create Content of the Requisite Quality 200 Relevance: Appealing Directly and Engagingly to Your Customers 201 Content That Is Useful 201 Content That Is Entertaining 202 Disseminate Content in the Right Way 203 Measure Impact and Track Success 204 Endnotes 205 Chapter 10 The Imperative-and Opportunity-of Conversation 207 How Conversation Drives Authenticity 210 Conversation Isn't Optional 211 Set Up for Social 213 7 Elements of Successful Conversational Marketing from Brands Who've Done It Well 214 1: Strike a Chord That Appeals 214 2: Be Ready to Listen 215 3: Get Everyone Singing from the Same Hymn Sheet 216 4: Ensure That Data Has Been Shared and Silos Have Been Eradicated 216 5: Expose the "Latently Happy" 217 6: Don't Just Talk about Your Products 217 7: Don't Cause a Scene 218 Endnotes 226 PART IV: A PROPOSED NEW DEPARTMENT 229 Chapter 11 The Marketing Department of the Future 231 How Will Companies Deliver on Art? 233 1: The Marketing Department Will Put Customer Experience at the Center of Its Operations 233 2: A Simple Structure to Enhance Agility 236 3: New Skill Sets for a New World 239 4: The Walls between Employees and Customers Come Down 241 Final Conclusions 243 Endnotes 244 Index 245 Reinvent marketing for today's radically new customers and business environment - and tomorrow's!
Today, virtually every marketer is facing relentless pressure to change. Everything around you is changing at an accelerating pace: channels, media options, relationships, organizational structures, technologies, markets, products, services - and most important of all, customers. The Future of Marketing shows how to reinvent marketingfor your radically new environment. In this "by marketers, for marketers" primer, pioneering thought leader Nicholas Johnson investigates the key and emerging trends marketers are facing, from shifting customer expectations and fragmenting media landscapes to the challenge of synthesizing vast troves of data into actionable knowledge. Johnson explains how these trends are eradicating 'marketing' as we know it, and helps you respond by refashioning organizational structures, marketing campaigns, marketer roles, and much more. You'll learn how to: Move from "campaigning" to storytelling and authentic conversations Achieve true 'real-time marketing" and greater agility throughout the marketing function Migrate from big TV buys to a pervasive multi-channel/omni-channel approach Accelerate marketing processes, eliminate bureaucracy, and optimize agility Mitigate risk when everything's moving at lightspeed And much more Johnson supports his recommendations by taking you behind the scenes with some of the world's top marketing teams, at companies including L'Oreal, Old Navy, Time Warner, Adidas, HP, McDonalds, Wells Fargo, and Universal. These highly-successful marketers have recognized that they too must change to flourish in a radically new environment. Johnson shows how they're planning and executing those changes - and how you can, too.
Nick Johnson is founder and CEO of the Incite Group, a leading business intelligence firm that provides highly relevant, research-based insights on customer experience for the marketing, communications, and advertising communities. He has worked closely with chief marketing officers and other senior executives from major brands since founding his first company, Useful Social Media, in 2009