Marketing 21 c

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Disaggregation of the new functional components of marketing.

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Marketing 21 c

  1. 1. Optimization Optimizing the New Marketing Organization Marketing 21C 9/29/2013 1 jgillis767@aol.com
  2. 2. jgillis767@aol.com The Customers The Clients Research Real Time Measure ment Planning Niche Mgmt Creative Advocacy Relational Develop ment Pro duction Real Time Multi Channel Account Super Vision Portfolio Project Mgrs Account Mgmt Balanced Scorecard The New (and improved) Marketing HR Finance IT Media Production Advertising Direct Video Audio Telephony e eLive Events 9/29/2013 2
  3. 3. jgillis767@aol.com Action Plan 1. Define a robust structure and process for a “New Marketing” organization. 2. Sketch out the “New” job positions. 3. Develop the enculturation process (training) for each of the “New” job positions. 4. Put the right people in the right positions. 5. Effect the enculturation process. 6. Allow the self-management of the integration of the people, the process and the structure. 7. Continuously improve. 9/29/2013 3
  4. 4. jgillis767@aol.com  Email tracking  Website tracking  Telephone data tracking  Customer purchase datastreams  Vehicle purchase datastreams  Owner datastreams  Competitive owner datastreams  Purchased data Real-Time Measurement Research Reactions Sales Market Perception Trends Pockets Niches 9/29/2013 4
  5. 5. jgillis767@aol.com  The Pulse  Constant iteration  Stop doing what’s not working  Continue what’s working  Build on what’s working well  Cross-transfer  Input » Process » Output Niche Management Planning Voices Market Client Customer Creativity 9/29/2013 5
  6. 6. jgillis767@aol.com  Find the niche  Define the niche  Play the niche  Measure the play  Go – No Go » Iterate Niche Management Planning 9/29/2013 6 Voices Market Client Customer Creativity
  7. 7. jgillis767@aol.com  Feeding websites  What’s working, what isn’t?  Email  Print-on-demand  Niche applications  Pockets Advocacy Relational Devel Creative Product Feature Benefit Application Advantage 9/29/2013 7
  8. 8. jgillis767@aol.com  Print-on-Demand (Hi res Low res)  Video (fast, natural)  Music (every product)  Social Media  Web  PowerPoint  Photography (fast, good)  Library  Games Real-Time Multi-Channel Production Input Process Output 9/29/2013 8
  9. 9. jgillis767@aol.com  Total Process  Critical Path methodology  Integrated project management tool  Integrated financials  Batch project basis  People  Budgets  Schedules  Special Assignments Portfolio Project Managers Account Supervision PM CR A PR/PL CU CL Customers Creative Account Clients ProductionResearch/Planning Project Management 9/29/2013 9
  10. 10. jgillis767@aol.com  Overall relationship with the client  Voice of the client  Profitability responsibility  Balanced scorecard measurement  Customer satisfaction  Client satisfaction  Employee satisfaction  Process improvement Balanced Scorecard Account Management Metrics Management 9/29/2013 10
  11. 11. Marketing 21C Marketing Simulation Curriculum 9/29/2013 11 jgillis767@aol.com
  12. 12. jgillis767@aol.com Marketing Simulation The New Marketing CreativePlanning Research Managing Marketing Multi-Channel MarketingProduction Optimization Mods (functional) Creative Account B2B MarketingThe New Customer 9/29/2013 12
  13. 13. jgillis767@aol.com B2B Marketing Integrating The New Communication Channels Strat-Tac Marketing Simulation The New (and improved) Marketing Boundaryless Creative English Account Planning Action Research Leading and Managing The New Marketing Function Real-Time Production Creative Account Management Optimization Mods (cool) Co-opting The New Customer 9/29/2013 13
  14. 14. jgillis767@aol.com Strat-Tac Marketing Simulation  Course One – Strat-Tac Marketing Planning  Marketspace  Buying behavior, segmentation, targeting  Creating customer value  Product Planning  Pricing and distribution  Real-Time Research  Brand Planning  Demand Planning  Evaluating marketing data 9/29/2013 14
  15. 15. jgillis767@aol.com Strat-Tac Marketing Simulation  Course One – Strat-Tac Marketing Simulation  Competitive analysis  Marketing warfare, classic strategy  Marketing warfare, adaptation  Strategy evaluation and adjustment  Scenario planning  Game theory  Interactive, team-based competition, correction and learning 9/29/2013 15
  16. 16. jgillis767@aol.com English Account Planning  Course One – Account Planning  The failure to involve consumers  The new consumer alliance  Planning – misused, misunderstood  Advertising and research  Action research  The importance of creative briefing  Creativity and account planning  Planning morphs into the eAge  Channel net planning  Measurement and account planning 9/29/2013 16
  17. 17. jgillis767@aol.com Real-Time Action Research  Course One – Action Research  Pragmatic measurement  Iteration  Primary / Secondary  New age accessibility  New age architecture  Integrated intervention concept design  Statistics  Modeling 9/29/2013 17
  18. 18. jgillis767@aol.com Boundaryless Creative  Course One – Boundaryless Creative  Expand the brand without being trapped by the brand  Niche adaptations  Media democratic  Everything is measured  Creative flow, not creative concept  Reinvent the medium and the media  Morph design, multimedia specific  Live, real-time creative (events)  Live, real-time distance creative (electronic) 9/29/2013 18
  19. 19. jgillis767@aol.com Real-Time Production  Course One – Production  “The pipes” metaphor - the channels  Print to the limit  Database connectivity management  Fast video  Sound  Microsites  eMail dialogue  Visualization 9/29/2013 19
  20. 20. jgillis767@aol.com Real-Time Production  Course One – Production  Channel network  Radical improvement – quantum morphs  Shift from element focus to channel focus  Iterative, closed-loop, measurable  Fast unit cycle time  eBased 9/29/2013 20
  21. 21. jgillis767@aol.com Creative Relationship Management  Course One – Relationship Management  Hot group management  Idiosyncrasy management  Pace management  Reward management  Client partnership management Miller-Heiman, Rackham 9/29/2013 21
  22. 22. jgillis767@aol.com Creative Relationship Management  Course One – Relationship Management  Client consultivity Process consultation Flawless consultation  Profit factor management  Communications management  Balanced scorecard  Follow-up, closed-loop, iterative process Plan, Do, Check, Act 9/29/2013 22
  23. 23. jgillis767@aol.com  Course Two – New Marketing  Disruption Marketing  Beyond Disruption Marketing  Your marketing sucks  Inside the tornado  Techno-ready marketing  A new brand world  Differentiate or die  Guerilla marketing  Purple cow The New (and improved) Marketing 9/29/2013 23
  24. 24. jgillis767@aol.com  Course Two – New Marketing  eBusiness intelligence  Marketing moves, next, age wave, clicking  Radical marketing  The discipline of market leaders  The end of advertising (and the rise of PR)  New age public relations  The end of marketing (as we know it)  Marketing as a philosophy, not a department  The rise of the creative class The New (and improved) Marketing 9/29/2013 24
  25. 25. jgillis767@aol.com  Course Three  The adaptive organization  Leading change  Continuous improvement  Radical improvement  Process thinking  Measurement thinking  Managing integrated marketing in the eAge Leading and Managing The New Marketing Function 9/29/2013 25
  26. 26. jgillis767@aol.com  Course Three (continued)  Technology control  Motivating creatives  Motivating specialists  Connectivity and communication  Honesty and critical feedback  Sacrificing bureaucracy for speed  New value system Leading and Managing The New Marketing Function 9/29/2013 26
  27. 27. jgillis767@aol.com  Course Four  Kellogg on Integrated marketing communications  Kotler on marketing moves  Channel network software  Advertising maturation and morph  eAdolescence to closed-loop connectivity  Web networks  Driving brand value continuously in variegated, interconnected channels Integrating The New Communication Channels 9/29/2013 27
  28. 28. jgillis767@aol.com  Course Five  Co-opting customer competence  The emerging era of customer advocacy  Truth, honesty, and the pursuit of reality  Integrity marketing  Dialogue connectivity  Transparency  Information architecture Co-opting The New Customer 9/29/2013 28
  29. 29. jgillis767@aol.com  Course Six  Overview systems  Overview technology  Overview processes  B2B computer connections as a communications channel  Advertising  Trades  Events B2B Marketing 9/29/2013 29
  30. 30. Marketing 21C The New (and improved) Marketing 9/29/2013 30 jgillis767@aol.com
  31. 31. Appendix Level Three Courses 9/29/2013 31 jgillis767@aol.com
  32. 32. jgillis767@aol.com Marketing 21C – Level Three  Subtechnology Modules  Technology overview  Advertising production  Print production  Video production  Websites, Microsites  Audio production  Event production 9/29/2013 32

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