six new marketing mandates for 2012 2015 v-f
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six mandates that the whole marketing organization must turn into priorities or be left behind their competitorsTRANSCRIPT
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Six New Marketing Mandates for 2012-2015
Joel Rubinson, President and FounderRubinson Partners, Inc.Jan 23, 2012
[email protected]: @joelrubinsonAlso on linkedin, facebook, google+
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All of the executives are meeting in the boardroom on the 27th floor
It is the CMO’s turn to discuss her mandates for 2012 for which she must catalyze and align the whole organization
She speaks…
Here is the scenario
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One:We must understand the mobile shopper
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“System beater”, always expecting price matching and waiting to load up for when her favorite brand is on sale.
“Just in time shopper”, knowing they don’t have to make a decision until point of purchase as there will be check-in offers, deals, and information can be searched for about any new product they find.
Looking for simplification and will accept nothing less. Expect deals to be electronically put into their frequent shopper profile and for them to pay with the mobile wallet.
User of smart phones, and increasingly their tablets, for shopping from living room to store.
The mobile shopper is a…
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By 2015, mobile will dominate
Factoids:
• By 2015, people will access the internet more from smart phones and tablets than from computers
• Many retailers want to take that tap-and-swipe addiction into the store itself. 28% are (already) testing devices at retail, and 31% more will begin testing in 2012. Read more:
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Two:Surveys are not enough; we need to create big data insightscopyright 2012, Rubinson Partners.
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Insights do not just come from traditional research methods, they now come from many places that must be brought together:◦ Social media◦ Customer service comments◦ Shopper data◦ Customer records◦ Digital behaviors that can be extracted via web analytics
◦ In other words, they come from big data When insights come from digital and customer streams,
they merge into real time marketing action…the “what” becomes the “so what”
We need a head of insights who gets this and who can direct analytics efforts against any data set that can be cracked open or merged with other data to produce insights
An insight that provokes marketing action and strategy is so precious, that it must be extracted wherever it exists.
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As Frank Cotignola progressive researcher says,
“I see the advent of the concept of "big data" (especially with respect to text analytics and insights derived from unstructured
data) to be the driving force in understanding changes in consumer behavior. "Big data" will sit at the center of the
intersection of technology and consumer behavior. It has become not only a driver in understanding (and better meeting) that
behavior, but in recognizing the technological changes necessary to allow such behavior”.
From marketing research to synthesized insights
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Three:I want us to start media buys with behaviors not demographics
Graphic: barilliance.com
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With digital we now have the ability to serve advertising to those who are seeking information about the kinds of stuff we sell. We can find people with such persistent interests.
We can work with retailers to drive shoppers to their stores and our products with inspired mobile marketing.
We can use social media to target advertising to those who are influencers about the solutions we offer and the values we celebrate.
I want to start my budgets and marketing plans buying as much of these media as possible.
Start with behavior
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Even TV will become fully digital and offer addressable marketing opportunities. This is why it is the next battleground for Apple, Google, and Microsoft.
Says Bruce Goerlich, the Chief Research Officer at Rentrak a leader at providing settop box data:
“TV is the next digital battleground in terms of the platform (where and when content is delivered) and monetization (how is content paid for on each platform, what is the share paid for by the owners of the
platform (distributors), consumer indirect (subscription fees for broadscale content delivery) and the consumer (direct purchase)”
TV is the next digital battleground
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Four:I want my brands to be everywhere
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In a digital age, McKinsey found that 2/3rds of touchpoints during formation of brand consideration are pulled by consumers
Unilever believes that by 2015, 40% of impressions will be owned or earned, not paid for…
We need to be first in seeking and first in finding.
Being everywhere
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By 2015 Unilever expects 40% of their impressions to come from earned and owned media
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Five:We will create a whole new set of
and ROI approaches for a digital agecopyright 2012, Rubinson Partners.
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We can’t succeed in a digital age if we aren’t measuring brands against a complete picture of what success looks like. And the traditional trackers do not, by themselves give this to us.
We need metrics for success at digital and social. We need to measure the ROI of our marketing
efforts in a way that works for digital, social, and mobile. We don’t have it yet and we can’t heavily invest until we do.
In digital, things we track are both the result of good marketing and part of good marketing. They are both cause and effect.
New metrics
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Six:We will reward true innovation more than line extensions
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We used to think that innovation was captured by uniqueness scores in concept tests. Boy, how wrong we were!
Innovation is based on finding unmet needs for situations that people find themselves in. Innovation is about behavior…situations and choices we make, not product category definitions and line extensions.
I need a new approach to innovation that “thinks this way, end to end”.
True innovation
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For more information about how Rubinson Partners, Inc. can help you get ahead of these digital sea changes, please contact us…
[email protected]: @joelrubinsonAlso on linkedin, facebook, google+
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For a sampling of our assignments, please see the next slide…
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Consultancy was founded in 2010 by the former Chief Research Officer at the Advertising Research Foundation.
Sampling of assignments:◦ For ShareThis, led one of the largest analyses of social media sharing behavior ever
conducted, showing advertisers how to leverage sharing behavior. See presentation ” Share is more than fans, friends and followers”
◦ For a leading CPG, designed and managed one of the largest and most comprehensive digital sensing and listening platforms ever created
◦ For Appnation, created the first comprehensive summary of the “app-economy” focusing on smart phones and tablets
◦ Helped to create a way of passively determining digital display ad effectiveness for Moat
◦ In partnership with InsightsNow, Inc. RPI is creating a next generation system for innovation called BehaviorLens ™
◦ For a major marketer, helping to shape a new approach to digital media measurement and ROI assessment Conducted numerous workshops on shopper insights and shopper marketing
Rubinson Partners, Inc.Marketing and research consulting for a brave new world
Sampling of client assignments:
[email protected]: @joelrubinsonAlso on linkedin, facebook, google+ copyright 2012, Rubinson Partners.
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