Presentation for the final round of Marketer of the Year 2014 award in Belgium: Marketing is dead, long live marketing!
Marketing is dead. Consumers are no TV cattle anymore, brainwashing them by sending the same message over and over through different media channels until they believe what you shout is not enough anymore.
Brands without a strong, authentic and emotionally relevant story will not sustain their business. Companies that are merely out to make profit and don’t take into account the impact on people and planet in their business planning will not sustain their business. Organizations that are not dedicated towards real and relevant values throughout everything they do will not sustain their business.
Dinosaurs, wake up, ice age has arrived. Adapt!
Customer experience is the new marketing. Long live marketing!
Whereas the brand communication sets the promise, it is customer experience that delivers against that promise. Be aware: do not confuse customer experience with customer service. Off course customer service is a very important part of delivering the desired customer experience, but it is only a part.
The definition I use for customer experience is “The way a customer perceives all interactions with an organization”. This means that it is about perception and about interactions, all interactions, which in turn means that marketing has to make sure that the whole company from top to bottom and from right to left should act and behave according to the DNA of the desired customer experience.
It is the marketer’s job to ensure no glitches are experienced in any touch point which means having a strong significant influence throughout the organization is key. Marketers will need to be more all-round than ever!