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
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