Success Factors in Today’s Marketing Environment

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Designed for senior-level marketers, this CMA guide examines the three key areas that marketing must hone to achieve successful outcomes: leading with data-based insights; digital marketing; and communication skills.

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Success Factors in Today’s Marketing Environment

  1. 1. SUCCESS FACTORS IN TODAY’S MARKETING ENVIRONMENT Preview of a CMA Guide
  2. 2. THE ISSUE – A NEW MARKETING ENVIRONMENT • Prepared by CMA’s Branding & Strategic Planning Council, our guide discusses the key areas of focus that will steer successful outcomes for marketing in an environment marked by change. • We examine the kinds of capabilities and skills needed to support this new marketing orientation and the influence these will have in shaping a organization’s brand-driven culture.
  3. 3. CONTENTS • Marketing through the lens of Art & Science • 3 essential elements marketing must hone:  Leading with data based insights - “Science”  Drive digital marketing - “Science & Art”  Demonstrate critical communication skills – “Art”
  4. 4. LEADING WITH DATA-BASED INSIGHT The consumer has become increasingly empowered and the volume of data available is at an all-time high. What this means for marketing: • New competencies required: architecturing data, applying science, and influencing action. • Evolution of analytical modeling: practitioners must progress from traditional descriptive analyses, to predicting outcomes, to prescriptive models that encompass the entire value chain. • Know how to lead with data-based insights: ask yourselves what is the problem you want to solve, which analytic model is best suited to your organization; service bureau vs. decentralized model; how quickly does data need to work for you, do you need to invest in new technologies?
  5. 5. DRIVE DIGITAL MARKETING The opportunity for marketers is to leverage digital to deepen customer relationships and drive customer and brand value. • Progress from a fragmented customer experience across channels to a seamless and multi/omni-channel approach:  Align digital focus with your business and brand strategy  Link all customer touch-points  Collaborate across the organization  Execute and measure effectively  Develop internal digital capabilities – understand the skill sets that will support digital strategy and execution
  6. 6. CRITICAL COMMUNICATIONS SKILLS Understand that emotion, not data, connects people and engages your audience: • Leverage the power of storytelling: understand how to build effective stories, deliver the stories and bring your brand attributes to life through stories. • Understand how to manage brand in two-way communication channels: ensure you have brand alignment with how you will show up across the ‘new’ communication mediums, know how to listen and engage with audiences, put in place a strategy for addressing what you hear.
  7. 7. THE AUTHORS Cheri Chevalier, Chief Marketing Officer, Microsoft Canada, David Coulson, eCommerce Solutions, Pitney Bowes, Andrew Zimakas, Chief Marketing Officer, ING DIRECT, Jo Ann Ely, Former Manager, Brand System IBM Canada,
  8. 8. DOWNLOAD CMA GUIDE http://www.the-cma.org/resource/guides/success-factors-intodays-marketing-environment (Available to members of Canadian Marketing Association)

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