Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.

Copyright © 2013 by IQ Agency
DECODINGMODERNMARKETING
An executive guide to marketing midsize
brands in the digital age.
January 2016

Copyright © 2016 by IQ Agency 2
BRANDSARENOTINCHARGE
Consumers are the boss, so the only
way to win is to superserve them.
2

Decoding Modern Marketing is a 10 part series, designed for
midsize companies, which succinctly explains how to build
and operate a modern marketing system. The series will
outline what companies need to master in order to
superserve the all powerful modern consumer.
ANINTRODUCTION
DECODINGMODERNMARKETING
3

1. FEBRUARY
Develop the Plan
2. MARCH
Create the Brand
3. APRIL
Connect with consumers
4. MAY
Cultivate consumers
5. JUNE
Convert Consumers
THESERIES
4
6. JULY
Maximize Lifetime Value
7. AUGUST
Build the System
8. SEPTEMBER
Operate the System
9. OCTOBER
Make a Marketing Culture
10. NOVEMBER
Marketing Tech

Piece by piece the internet has
changed everything about
buying and selling.
TIMETOCHANGE

With the power having shifted to digitally savvy
consumers, now everything a company does with
consumers fundamentally affects its performance and
value. That’s why companies need a methodical,
evidence-based approach to strategic marketing
planning, which guides customer experience (CX) and
tactical execution throughout the consumer journey.
CHAPTER1.
DEVELOPTHEPLAN

Copyright © 2016 by IQ Agency 7 * McKinsey & Co
Forget the funnel.
The consumer journey
is very different now.
THEJOURNEY

GETAROADMAP• Data delivers insights that guide a
consumer-centric planning process
• Strategic research tells you who to target,
when and where to interact, what to say
and how to say it
• With strategy and vetted tactics in hand you
can plan a roadmap to accomplish business
goals over time
* McKinsey & Co
INTHISCHAPTER
Knowledge gathering & gap analysis
Segmentation & personas
Consumer Journey mapping
Channel strategy
Content strategy
Messaging framework
Business goal definition
Tactic prioritization & resource requirements
Playbook roadmap & ROI projections

A brand is more than a product name. It’s the sum of all
the impressions a consumer has, built on the foundation
of a clear idea of what a company stands for. These
attributes defend against commoditization and create
valuable brand preference. That’s why before going to
market a brand must ensure it will resonate with the
consumer and align with company values.
CHAPTER2.
CREATETHEBRAND

Consumers need to know not
only what a brand does, but
also why.
WHATDOYOUSTANDFOR?

BRANDSTRATEGY• Ensure a brand is healthy before marketing
it to consumers
• Brand strategy defines brand character and
attributes that become the basis for building
the intangible value of the brand
• Brand strategy output enables a brand to be
consistent and meaningful across all
consumer experience touch-points
INTHISCHAPTER
Brand values
Brand promise
Positioning statement
Brand personality
Messaging strategy
Visual brand
Voice & tone
11

Getting noticed has always been the job of advertising,
but today it also includes social media, content, search
and more. Paid media stills drives awareness and
acquisition for many brands, but the good news is it
doesn’t have to. The technology enabled consumer has
created a new formula for customer acquisition.
CHAPTER3.
CONNECTWITHCONSUMERS

Consumers are more demanding
and ads alone are not enough
anymore.
GETATTENTION

• Advertising used to do everything;
get awareness, make the pitch and
deliver the buyers
• Now you can do a lot of it more cost
effectively in digital channels
• Advertising is still important
• But its big job now is to drive people
to digital
DRIVETODIGITAL
INTHISCHAPTER
Advertising & paid media channels
Millennials & psychgraphics
Media planning & buying, programatic
Search SEO
Geo-targeting, contextual, behavioral
Content marketing, Social media
Multivariate testing
Advocates/loyalty
Landing pages, personalization

Most people are not ready to buy, they need to be
cultivated; to understand your value proposition and
why your brand is better than the competition. If a brand
waits until the buyer is ready to buy, it’s often too late. If
preference is created first, conversion is much easier
when the time comes.
CHAPTER4.
CULTIVATECONSUMERS

Content earns trust and
understanding. It’s the
currency of modern
marketing.
TURNAWARENESSINTO
BRANDPREFERENCE

EXCHANGEVALUE• Exchange content for data & attention
• Use that data to make your brand
even more personally relevant and
valuable
• Content marketing only works if it’s
valuable to the consumer
INTHISCHAPTER
Social cultivation
Ratings and reviews
Content marketing & SEO
Content creation
User generated content,
Email & drip marketing
CRM & marketing automation
User experience (UX)
PR, Events, Charitable marketing

Identify where prospects are in the buying process and
know when and how to accelerate them to conversion.
Create brand experiences in every channel that make it
easy to do business with you.
CHAPTER5.
CONVERTCONSUMERS

The next best thing to a great
salesperson is a persuasive
digital experience.
BUILDASALESMACHINE

FOCUSYOURWEBSITE
ONCONVERSION
• You have the most control of your pitch
on your brand website and your social
sites
• Technology lets you adapt your pitch in
real time, just like a good sales person
• Let digital do the work of a sales team
INTHISCHAPTER
CRM & Marketing automation
eCommerce & Direct response
Drive to sales & showrooming
Multivariate testing
B2B vs B2C
Upsell/crosssell, promotions
Personalization & landing pages

Get your customers on your side. Understand how to
maximize their lifetime value and activate them on your
behalf in social media. They will bring you more
business and more prospects.
CHAPTER6.
MAXIMIZELIFETIMEVALUE

22
Your customers are your best
sales people. Earn and enable
their loyalty and advocacy.
EMPOWERBELIEVERS

SUPERSERVECUSTOMERS
• Use data insights to understand
the customer lifecycle
• Convert customers into social
media advocates
• Reward loyalists
INTHISCHAPTER
Enable advocacy,
Ratings & reviews
Lifecycle planning
Social content
Loyalty programs & retention
Consumer generated content
Building a community,
Customer experience (CX)
CRM

Digital technology has created direct channels between
companies and consumers. So brands don’t always have
to pay a 3rd party to deliver their messages. Today it’s
possible to build, and own, a self-sustaining brand
marketing system.
CHAPTER7.
BUILDTHESYSTEM

Invest in repeatable marketing
infrastructure vs. one time
paid media.
THEGIFTTHATGOESONGIVING

BUILDITANDTHEYWILLCOME
• The right system enables you to
attract, convert and retain consumers
• All the pieces should be designed to
work together
• Like building a town, you need a plan,
so you can build it over time
INTHISCHAPTER
Brand site, Social sites
Mobile, Blogs
Customer service
Analytics, Email,
Kiosks / retail / digital display
Employee marketing enablement
CRM / Marketing automation / CMS
Social media management tools

A marketing system is like a car; it needs navigation, fuel,
maintenance, and a good driver. Once companies have
the pieces of their brand marketing system in place, the
challenge is to maximize its potential and run it cost
efficiently.
CHAPTER8.
OPERATETHESYSTEM

Focus your team on consumer
engagement and let technology
handle the mechanics.
DOMOREWITHLESS

FUELTHESYSTEM
• Content is the fuel, data analytics are
the navigation
• Staff correctly. Outsource
infrequently required specialties
• Top flight content creation is the
biggest challenge
INTHISCHAPTER
Staffing
Budgeting
Data analytics
Attribution, ROI
Content creation
Technology maintenance
Roles of agencies, selection

Succeeding with the modern consumer requires that
companies make the shift from a product-centric culture
to consumer-centric culture, if they haven’t already. This
means a real change to your culture that puts the
consumer at the center of everything.
CHAPTER9.
MAKEAMARKETINGCULTURE

The only way to win is to
super serve the consumer.
IT’SALLABOUTTHEPEOPLE

CREATEACONSUMERCULTURE
• Advocate for the consumer
• Measure consumer behavior, adapt
and innovate
• Align consumer commitment and
corporate purpose
INTHISCHAPTER
Human Centered Design
Voice of the Consumer role
Insights driven innovation
Internal communication plan
Personas
Social enablement
Integrated consumer analytics

Technology has enabled today’s empowered consumer
and provides the building blocks for modern marketing.
But companies need to make sure they have all the
basic, essential technologies in place and working well
before they focus on the latest fads and innovations.
CHAPTER10.
MARKETINGTECH

Forget the flavor of the month.
Make sure all the basics are
in place first.
DOYOUREALLYNEEDIT?

• Technology powers and leverages
everything you do
• Most marketing technology has
become affordable and “rentable”
• Understand what tech you need and
what you don’t
INTHISCHAPTER
CRM, CMS
Marketing automation
Analytics, dashboards
Rating & reviews
Email platforms
Sales software
Customer service
Research options
Media buying platforms
DECIPHERTHEMECHANICS

For more information
call 678-449-2010
email scott.solter@iqagency.com
www.iqagency.com

Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.

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Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.