The document discusses the need for CPG marketers to adopt a "whole-brained" or balanced approach to marketing known as "people-based marketing". It argues that CPG marketers must balance behavioral science, data, and analytics ("left brain") with branding, emotions, storytelling ("right brain"). It also advocates for adopting an agile marketing approach with a focus on personalized, relevant experiences for consumers across channels. Some specific capabilities discussed include enhanced use of data, analytics, messaging, addressable platforms, customer experience mapping, and modern marketing technology.
Digital Marketing: Are You Ready to Go Agile?Mohamed Mahdy
Digital marketing requires an agile approach that allows companies to listen to customers, respond quickly, and adapt strategies based on measurement. An agile strategy encompasses the ability to listen to social media, respond to customer needs in real time, measure the effectiveness of campaigns, adapt quickly to failures or market changes, and anticipate future customer wants. Companies must change their culture to prioritize experimentation and rapid testing in order to successfully execute an agile digital strategy.
Digital marketing is fundamental for businesses today as consumers do most of their research online. Effective digital marketing requires strategies across multiple channels like search engine optimization (SEO), pay-per-click (PPC) advertising, and conversion rate optimization. It also requires understanding customers as individuals and connecting with them seamlessly across devices. Personalization is key to engagement marketing, using data to deliver tailored experiences online and on mobile. As technologies like the Internet of Things grow, marketers must have multi-channel, multi-device strategies to stay connected to consumers wherever they are.
Ramaciotti digital media marketing 2012 lesson 2 2Max Ramaciotti
The document discusses how consumers have more choices than ever before for media and products due to the internet. It notes that consumers can now choose to not watch or listen to something if uninterested. Some statistics are presented about people engaging in multiple devices simultaneously. It suggests companies must understand their audience, clearly define metrics, ensure ads are contextually relevant, and optimize continuously. The importance of customer acquisition cost and lifetime value is discussed. Customer retention factors like increased purchases over time and lower management costs are also covered.
Transforming from a campaign-based approach to a more customer-centric one spans the considerations
needed to effi ciently manage all aspects of the Connected Journey. In 2016, multi-channel marketing (MCM)
enters a new and exciting phase that merges time-tested best practices with the trends that are driving digital
performance today
Moving_To_The_Forefront Teradata white paperDeb Schmidt
The document discusses how digital marketing has become essential for brands to engage with customers. It emphasizes that successful digital marketing requires analyzing customer data from multiple sources to optimize engagement across channels. The document also provides an example of how Qantas implemented an integrated marketing management solution from Teradata to streamline its digital marketing campaigns and customer communications. This allowed Qantas to reduce the turnaround time for campaigns from 5 days to just 4 hours.
Marketing is often thought of as a creative rather than scientific endeavor. This document discusses how an FMCG company had Carpedia Consulting review its marketing campaign targeting lower-income consumers to optimize spending. Carpedia analyzed the campaign's goals and targeting, used market research data to identify high-potential areas, and helped refine messaging and placement to significantly increase efficiency and returns. The client benefited from thinking differently about marketing as a science requiring measurable goals and data-driven decisions.
Shopper marketing encompasses a wide array of delivery mechanisms and promotional tactics that can be used to reach consumers along the path to purchase, from demand generation through the entire shopping process to post-purchase relationship management.
Digital Marketing: Are You Ready to Go Agile?Mohamed Mahdy
Digital marketing requires an agile approach that allows companies to listen to customers, respond quickly, and adapt strategies based on measurement. An agile strategy encompasses the ability to listen to social media, respond to customer needs in real time, measure the effectiveness of campaigns, adapt quickly to failures or market changes, and anticipate future customer wants. Companies must change their culture to prioritize experimentation and rapid testing in order to successfully execute an agile digital strategy.
Digital marketing is fundamental for businesses today as consumers do most of their research online. Effective digital marketing requires strategies across multiple channels like search engine optimization (SEO), pay-per-click (PPC) advertising, and conversion rate optimization. It also requires understanding customers as individuals and connecting with them seamlessly across devices. Personalization is key to engagement marketing, using data to deliver tailored experiences online and on mobile. As technologies like the Internet of Things grow, marketers must have multi-channel, multi-device strategies to stay connected to consumers wherever they are.
Ramaciotti digital media marketing 2012 lesson 2 2Max Ramaciotti
The document discusses how consumers have more choices than ever before for media and products due to the internet. It notes that consumers can now choose to not watch or listen to something if uninterested. Some statistics are presented about people engaging in multiple devices simultaneously. It suggests companies must understand their audience, clearly define metrics, ensure ads are contextually relevant, and optimize continuously. The importance of customer acquisition cost and lifetime value is discussed. Customer retention factors like increased purchases over time and lower management costs are also covered.
Transforming from a campaign-based approach to a more customer-centric one spans the considerations
needed to effi ciently manage all aspects of the Connected Journey. In 2016, multi-channel marketing (MCM)
enters a new and exciting phase that merges time-tested best practices with the trends that are driving digital
performance today
Moving_To_The_Forefront Teradata white paperDeb Schmidt
The document discusses how digital marketing has become essential for brands to engage with customers. It emphasizes that successful digital marketing requires analyzing customer data from multiple sources to optimize engagement across channels. The document also provides an example of how Qantas implemented an integrated marketing management solution from Teradata to streamline its digital marketing campaigns and customer communications. This allowed Qantas to reduce the turnaround time for campaigns from 5 days to just 4 hours.
Marketing is often thought of as a creative rather than scientific endeavor. This document discusses how an FMCG company had Carpedia Consulting review its marketing campaign targeting lower-income consumers to optimize spending. Carpedia analyzed the campaign's goals and targeting, used market research data to identify high-potential areas, and helped refine messaging and placement to significantly increase efficiency and returns. The client benefited from thinking differently about marketing as a science requiring measurable goals and data-driven decisions.
Shopper marketing encompasses a wide array of delivery mechanisms and promotional tactics that can be used to reach consumers along the path to purchase, from demand generation through the entire shopping process to post-purchase relationship management.
This document provides an overview of cross-channel marketing. It discusses how most customers experience a fragmented brand experience across different channels. To improve this, marketers must coordinate efforts across channels and have a unified understanding of customers based on data. Having an identity mapping strategy is key to connecting customer interactions and IDs across channels. This allows delivering a consistent experience. The document also stresses the importance of attribution to understand what is driving results across channels.
For manufacturers, transforming marketing to focus on customers in today's digital world requires understanding how customer buying behaviors have changed. Customers now research products online extensively before engaging with companies, so manufacturers must provide meaningful online content to connect with customers. The document recommends becoming a customer-centric organization by deeply understanding customers, innovating customer-focused processes, empowering employees to own customer experiences, and establishing accountability through metrics. It emphasizes that content marketing should provide solutions to customer needs and encourage two-way engagement through relevant online channels.
This document provides an agenda for the 2012 CRMC conference taking place May 29-30 at the Hyatt Regency Chicago. Day one includes workshops on data analytics, mobile marketing strategies, and loyalty programs. The general session will feature presentations on innovation, customer value, and case studies from retailers Michaels Stores and GameStop. Day two includes a welcome, keynotes on customer connectivity and marketing in challenging times, and case studies from retailers GNC, Gilt Groupe, and hhgregg on using customer data and personalized engagement across channels to increase sales and loyalty.
In the age of customer-centric marketing, customers expect to be treated as individuals. Personalised marketing lets you to own the “micro-moments” in the customer journey at the scale of millions.
https://netcore.in/resources/ebook/personalised-marketing-at-the-scale-of-millions/
This document discusses strategies for reaching engaged buyers through media campaigns. It outlines 4 guiding principles: 1) target buyers using data and behavior signals, 2) build a dialogue with buyers through personalized messaging, 3) communicate with buyers through always-on campaigns, and 4) serve dynamic content tailored to each buyer's unique journey. The document also provides an example of how one company implemented these strategies through a multi-channel programmatic campaign that drove engagement and conversion rates.
This document discusses formulas for calculating customer loyalty. It provides five loyalty formulas: 1) repurchase rate, which measures the percentage of customers who make repeat purchases; 2) net promoter score (NPS), which measures customer satisfaction and likelihood to recommend; 3) up-selling and cross-selling ratio, which measures additional related products sold to existing customers; 4) frequency and recency, which measure how often and how recently customers make purchases; 5) redemption rate, which measures the percentage of issued coupons that are redeemed. Understanding these formulas helps businesses better understand customer loyalty and identify opportunities to improve loyalty, satisfaction, and sales.
The document discusses 5 formulas for calculating customer loyalty:
1. Repurchase rate measures the percentage of customers that make multiple purchases.
2. Net promoter score (NPS) measures customer satisfaction and likelihood to recommend to others on a scale from detractors to promoters.
3. Up-selling and cross-selling ratios measure the percentage of customers who purchase additional related products.
4. Frequency and recency measure how often and how recently customers make purchases.
5. Redemption rates measure the percentage of customers who use coupons or loyalty points for future purchases. Tracking these metrics helps businesses understand customer loyalty and identify opportunities to improve satisfaction and retention.
How does Marketing Strategy Create Value for Customers Journey?PPCexpo
Dow does Marketing Strategy Create Value for Customers Journey?
The opening passage of Charles Dickens’ A Tale of Two Cities paints a reflection of pre-revolution Paris and London. It is also a reasonably accurate description of the state of marketing in the Digital Age.
This white paper discusses how retailers can implement a "crawl, walk, run" approach to cross-channel marketing to build long-term customer engagement. It recommends starting with separate social media, mobile, and email strategies and integrating them over time. As strategies are connected, data collection improves relevancy of offers across channels, increasing engagement and purchases. The approach progresses from initial messaging, to tying channels together, to a fully integrated experience optimized for each customer's preferences.
Taking a “Crawl, walk, run”approach To cross-channel MarkeTingBertrand CHARLET
This white paper discusses how retailers can implement a "crawl, walk, run" approach to cross-channel marketing to build long-term customer engagement. It recommends starting with separate social media, mobile, and email strategies and integrating them over time. As strategies are connected, data collection improves relevancy of offers across channels, increasing engagement and purchases. The approach progresses from initial messaging, to tying channels together, to a fully integrated experience optimized for each customer's preferences.
A Fashion Brand's Guide to Building Consumer Intimacy in the Digital AgeAndy Larsen
The document provides a guide for fashion brands to build consumer intimacy in the digital age. It discusses the importance of understanding customers' preferences across all touchpoints to foster loyalty through personalized experiences. It outlines five essential steps: 1) having a single customer view, 2) personalization, 3) real-time contextual insights, 4) customer-centric pricing, and 5) sentiment analysis. Following these steps can improve strategic planning, build loyalty, increase retention and advocacy, and enhance the customer experience. The guide is intended to help fashion businesses better connect with consumers and achieve a competitive advantage in today's omni-channel retail landscape.
Out of the box ideas ambush marketing techniqueskunzitegroup
Ambush marketing is a marketing technique where a company promotes its brand by exploiting the publicity of another event, often one with an official sponsor, without paying fees. It works by associating the brand with the event in a way that misleads consumers into thinking there is a connection. Examples include Stella Artois promoting near the US Open tennis tournament when Heineken was the official sponsor. Ambush marketing can increase brand awareness but also creates an unhealthy competitive environment and the return on investment is difficult to calculate since the effects are hard to measure.
This document discusses a study on shopper marketing conducted by the Grocery Manufacturers Association (GMA) and Booz & Company. Some key findings from the study include:
1) Shopper marketing investment is growing rapidly for many consumer packaged goods companies as they shift spending closer to the point of purchase.
2) Digital deal hunting by shoppers is on the rise as they conduct more online research before shopping trips.
3) Shopper marketers are using an expanded set of digital vehicles like search, social media, and mobile apps, requiring greater collaboration between sales, marketing, and retailers.
4) The study identifies 49 shopper marketing vehicles organized into 7 platforms, finding varying adoption levels of
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
Digital Marketing: Are You Ready to Go Agile?" Mohamed Mahdy
Digital marketing requires an agile approach that allows companies to listen to customers, respond quickly, and adapt strategies based on measurement. An agile strategy encompasses the ability to listen to social media, respond to customer needs in real time, measure the effectiveness of campaigns, adapt quickly to failures or market changes, and anticipate future customer wants. Companies must change their culture to prioritize experimentation and rapid testing in order to successfully execute an agile digital strategy.
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
Consumer packaged goods companies are facing challenges in traditional markets and need to adjust their marketing strategy. They must embrace digital and multichannel approaches to engage consumers who now shop anytime, anywhere. Data-driven, direct-to-consumer initiatives can increase engagement by sending personalized messages through the right channels. To successfully engage consumers, companies should take five steps: define objectives; obtain appropriate consumer data; ensure relevance through segmentation; put insights into practice with tailored communications; and measure, learn and adapt strategies.
Beyond the Clicks_ Building Loyalty with Effective Digital Marketing in Retai...pixel studios
Move beyond clicks and build lasting loyalty with your customers through effective retail digital marketing. Learn how to craft a compelling brand narrative, personalize the customer journey, and leverage the power of storytelling. Embrace omnichannel engagement, build a thriving online community, and prioritize customer service to turn clicks into connections.
Consumer-Centric Strategies for CPG Marketing Companies.pdfTessa Smith
This article takes a look at the fundamental aspects of the consumer-centric paradigm, with a particular focus on the importance of adaptability and working together with specialized partners.
Today’s retail customers expect flexible interaction channels that allow them to shop wherever they are, whenever they want – supported by personalised offers, a sufficiently high availability and assortment of product, and rich product information that enhances their shopping experience.
This document provides an overview of cross-channel marketing. It discusses how most customers experience a fragmented brand experience across different channels. To improve this, marketers must coordinate efforts across channels and have a unified understanding of customers based on data. Having an identity mapping strategy is key to connecting customer interactions and IDs across channels. This allows delivering a consistent experience. The document also stresses the importance of attribution to understand what is driving results across channels.
For manufacturers, transforming marketing to focus on customers in today's digital world requires understanding how customer buying behaviors have changed. Customers now research products online extensively before engaging with companies, so manufacturers must provide meaningful online content to connect with customers. The document recommends becoming a customer-centric organization by deeply understanding customers, innovating customer-focused processes, empowering employees to own customer experiences, and establishing accountability through metrics. It emphasizes that content marketing should provide solutions to customer needs and encourage two-way engagement through relevant online channels.
This document provides an agenda for the 2012 CRMC conference taking place May 29-30 at the Hyatt Regency Chicago. Day one includes workshops on data analytics, mobile marketing strategies, and loyalty programs. The general session will feature presentations on innovation, customer value, and case studies from retailers Michaels Stores and GameStop. Day two includes a welcome, keynotes on customer connectivity and marketing in challenging times, and case studies from retailers GNC, Gilt Groupe, and hhgregg on using customer data and personalized engagement across channels to increase sales and loyalty.
In the age of customer-centric marketing, customers expect to be treated as individuals. Personalised marketing lets you to own the “micro-moments” in the customer journey at the scale of millions.
https://netcore.in/resources/ebook/personalised-marketing-at-the-scale-of-millions/
This document discusses strategies for reaching engaged buyers through media campaigns. It outlines 4 guiding principles: 1) target buyers using data and behavior signals, 2) build a dialogue with buyers through personalized messaging, 3) communicate with buyers through always-on campaigns, and 4) serve dynamic content tailored to each buyer's unique journey. The document also provides an example of how one company implemented these strategies through a multi-channel programmatic campaign that drove engagement and conversion rates.
This document discusses formulas for calculating customer loyalty. It provides five loyalty formulas: 1) repurchase rate, which measures the percentage of customers who make repeat purchases; 2) net promoter score (NPS), which measures customer satisfaction and likelihood to recommend; 3) up-selling and cross-selling ratio, which measures additional related products sold to existing customers; 4) frequency and recency, which measure how often and how recently customers make purchases; 5) redemption rate, which measures the percentage of issued coupons that are redeemed. Understanding these formulas helps businesses better understand customer loyalty and identify opportunities to improve loyalty, satisfaction, and sales.
The document discusses 5 formulas for calculating customer loyalty:
1. Repurchase rate measures the percentage of customers that make multiple purchases.
2. Net promoter score (NPS) measures customer satisfaction and likelihood to recommend to others on a scale from detractors to promoters.
3. Up-selling and cross-selling ratios measure the percentage of customers who purchase additional related products.
4. Frequency and recency measure how often and how recently customers make purchases.
5. Redemption rates measure the percentage of customers who use coupons or loyalty points for future purchases. Tracking these metrics helps businesses understand customer loyalty and identify opportunities to improve satisfaction and retention.
How does Marketing Strategy Create Value for Customers Journey?PPCexpo
Dow does Marketing Strategy Create Value for Customers Journey?
The opening passage of Charles Dickens’ A Tale of Two Cities paints a reflection of pre-revolution Paris and London. It is also a reasonably accurate description of the state of marketing in the Digital Age.
This white paper discusses how retailers can implement a "crawl, walk, run" approach to cross-channel marketing to build long-term customer engagement. It recommends starting with separate social media, mobile, and email strategies and integrating them over time. As strategies are connected, data collection improves relevancy of offers across channels, increasing engagement and purchases. The approach progresses from initial messaging, to tying channels together, to a fully integrated experience optimized for each customer's preferences.
Taking a “Crawl, walk, run”approach To cross-channel MarkeTingBertrand CHARLET
This white paper discusses how retailers can implement a "crawl, walk, run" approach to cross-channel marketing to build long-term customer engagement. It recommends starting with separate social media, mobile, and email strategies and integrating them over time. As strategies are connected, data collection improves relevancy of offers across channels, increasing engagement and purchases. The approach progresses from initial messaging, to tying channels together, to a fully integrated experience optimized for each customer's preferences.
A Fashion Brand's Guide to Building Consumer Intimacy in the Digital AgeAndy Larsen
The document provides a guide for fashion brands to build consumer intimacy in the digital age. It discusses the importance of understanding customers' preferences across all touchpoints to foster loyalty through personalized experiences. It outlines five essential steps: 1) having a single customer view, 2) personalization, 3) real-time contextual insights, 4) customer-centric pricing, and 5) sentiment analysis. Following these steps can improve strategic planning, build loyalty, increase retention and advocacy, and enhance the customer experience. The guide is intended to help fashion businesses better connect with consumers and achieve a competitive advantage in today's omni-channel retail landscape.
Out of the box ideas ambush marketing techniqueskunzitegroup
Ambush marketing is a marketing technique where a company promotes its brand by exploiting the publicity of another event, often one with an official sponsor, without paying fees. It works by associating the brand with the event in a way that misleads consumers into thinking there is a connection. Examples include Stella Artois promoting near the US Open tennis tournament when Heineken was the official sponsor. Ambush marketing can increase brand awareness but also creates an unhealthy competitive environment and the return on investment is difficult to calculate since the effects are hard to measure.
This document discusses a study on shopper marketing conducted by the Grocery Manufacturers Association (GMA) and Booz & Company. Some key findings from the study include:
1) Shopper marketing investment is growing rapidly for many consumer packaged goods companies as they shift spending closer to the point of purchase.
2) Digital deal hunting by shoppers is on the rise as they conduct more online research before shopping trips.
3) Shopper marketers are using an expanded set of digital vehicles like search, social media, and mobile apps, requiring greater collaboration between sales, marketing, and retailers.
4) The study identifies 49 shopper marketing vehicles organized into 7 platforms, finding varying adoption levels of
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
Digital Marketing: Are You Ready to Go Agile?" Mohamed Mahdy
Digital marketing requires an agile approach that allows companies to listen to customers, respond quickly, and adapt strategies based on measurement. An agile strategy encompasses the ability to listen to social media, respond to customer needs in real time, measure the effectiveness of campaigns, adapt quickly to failures or market changes, and anticipate future customer wants. Companies must change their culture to prioritize experimentation and rapid testing in order to successfully execute an agile digital strategy.
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
Consumer packaged goods companies are facing challenges in traditional markets and need to adjust their marketing strategy. They must embrace digital and multichannel approaches to engage consumers who now shop anytime, anywhere. Data-driven, direct-to-consumer initiatives can increase engagement by sending personalized messages through the right channels. To successfully engage consumers, companies should take five steps: define objectives; obtain appropriate consumer data; ensure relevance through segmentation; put insights into practice with tailored communications; and measure, learn and adapt strategies.
Beyond the Clicks_ Building Loyalty with Effective Digital Marketing in Retai...pixel studios
Move beyond clicks and build lasting loyalty with your customers through effective retail digital marketing. Learn how to craft a compelling brand narrative, personalize the customer journey, and leverage the power of storytelling. Embrace omnichannel engagement, build a thriving online community, and prioritize customer service to turn clicks into connections.
Consumer-Centric Strategies for CPG Marketing Companies.pdfTessa Smith
This article takes a look at the fundamental aspects of the consumer-centric paradigm, with a particular focus on the importance of adaptability and working together with specialized partners.
Today’s retail customers expect flexible interaction channels that allow them to shop wherever they are, whenever they want – supported by personalised offers, a sufficiently high availability and assortment of product, and rich product information that enhances their shopping experience.
Digital marketing is fundamental for businesses today due to modern engagement marketing. Marketers must utilize various digital marketing techniques across online and mobile channels to build customer relationships, including search engine optimization (SEO), pay-per-click (PPC) advertising, and conversion rate optimization. Personalization is also important, using tools to understand individual customers and serve tailored ads and content. As technologies like the Internet of Things grow, the future of digital marketing involves even deeper connectivity and insights across multiple devices.
This document discusses the evolving role of the customer marketer. It begins by contrasting the traditional role of customer marketer, which focused on campaigns, to the current role, which emphasizes ongoing customer relationships and engagement. The modern customer marketer is challenged with measuring the impact of engagement activities and proving the value of customer marketing. Key metrics for success discussed include renewal rates, referrals, references, and advocacy/engagement. Overall, the role of the customer marketer is shifting from campaigns to building deep, long-term customer relationships and experiences.
In this ebook, Copernicus’ Peter Krieg and Jeff Maloy take direct aim at the points in the shopper research process that frequently hold back the profitability and ultimate performance of shopper marketing programs.
They offer the current lay of the land in shopper insights, explaining problem areas in the research process and offering specific fixes to improve the actionability and relevance of results.
The consumerization of B2B technology is dramatically changing how decision-makers research, discover and engage with peers in their journey. During this keynote presentation, author, digital anthropologist and Altimeter Group principal analyst Brian Solis, will uncover the innovative strategies B2B brands are implementing to better adapt to the increasingly complex and cross-channel decision-making experience. Using his own research, analysis and experience with B2B companies as a baseline, Brian will share his perspectives and real life examples of how B2B brands can:
-Understand new disruptions in the modern decision-making journey
-Humanize the B2B buying experience using more emotive and personalized approaches
-How information and peer-insights have evolved in key touch-points
-Help buyers manage risk in the selection process
In the powerful scene of contemporary business, where purchaser conduct develops quickly and mechanical headways reshape the showcasing worldview, the job of a talented and versatile advertiser becomes foremost. In this steadily developing biological system, the capacity to upgrade techniques arises as an urgent feature for making supportable progress.Welcome to “Upgrade Technique: Your Optimal Advertiser,” where we leave on an excursion to investigate the nuanced workmanship and study of vital showcasing. In this investigation, we dive into the complex components of the stuff to be an optimal advertiser in the present serious field.
From understanding the complexities of customer brain science to outfitting the force of state-of-the-art innovations, the cutting-edge advertiser is entrusted with organizing an orchestra of procedures to drive commitment, encourage brand devotion, and eventually, impel business development. In the accompanying talk, we will explore the key components that characterize an optimal advertiser, investigating the significance of an essential outlook, capability in information examination, imagination in happy creation, and nimbleness in adjusting to showcase patterns.
Our goal is to give advertisers noteworthy bits of knowledge and systems that can empower them to streamline their procedures and assure pertinence and adequacy in an always-evolving climate. Go along with us in opening the key to turning into Your Ideal Advertiser as we disentangle the techniques, apparatuses, and outlooks that lead to outcomes in the unique universe of promoting. Whether you are an old pro trying to improve your abilities or a maturing advertiser anxious to cut a specialty in the business, this investigation means furnishing you with the information and devices to explore the intricacies of present-day showcasing with artfulness and resourcefulness.
Customer centricity is top of most CEO's agendas. Content marketing is maturing from buzzword to budget-line. Find out how you can make your content marketing more customer-centric and intelligent.
1) The document discusses the importance of delivering a unified customer experience across all channels and touchpoints to remain competitive.
2) It recommends that organizations align their executive leadership, organizational structure, channels, and technology investments to provide consistent experiences for customers online, via mobile, and in-person.
3) A unified experience requires aligning marketing and other customer-facing departments, connecting digital and physical customer journeys, and growing an organization's digital marketing capabilities in line with customer experience goals.
Ibm 2011 bringing science to the art of marketingFriedel Jonker
The document discusses how companies can use customer data and analytics to improve marketing efforts. It provides examples of how Best Buy and First Tennessee Bank used advanced analytics to better understand customer behavior and optimize their marketing budgets. Both companies saw significant results - Best Buy reduced spending by 5-7% while improving effectiveness 10 times, and First Tennessee Bank's customer response rates rose 3.1% while mail costs declined 20%, yielding a 600% return on investment. The document advocates for marketers to adopt new technologies in order to engage today's sophisticated consumers.
A Pinpoint Systems Corporation white paper discussing how companies must transform from being about them to being about the customer by:
-Committing to a philosophical and cultural shift
-Centralizing the 360° view of customer information
-Enabling intelligent outreach
-Enabling intelligent dialog
To support organizations in making the transformation from a product- and channel- focused organization to one focused on the customer, Pinpoint Systems has applied their expertise in the customer-centric space to create the Marketing System of Record solution, powered by the efficiency of the IBM Enterprise Marketing Management platform.
The tracking features of the solution allow analysts to complete these tasks:
• Attribute customer actions to specific campaigns and target cells.
• Use campaign and response history for audience selection and segmentation.
• Compute standard campaign performance metrics.
• Automatically report those metrics, as well as emerging sales trends, to product managers and other stakeholders.
Winning and Retaining the Digital Consumer - Accenture Dung Tri
This document discusses strategies for consumer packaged goods (CPG) companies to attract, engage, and retain digital consumers. It identifies four leading practices:
1) Think and operate with multichannel in mind by integrating channels and understanding consumer behavior across channels.
2) Employ data analytics to understand consumers better and personalize marketing across the customer lifecycle.
3) Put the "social" back in social media by generating engagement through contests and feedback and using social listening to inform strategies.
4) Use e-commerce websites to directly increase sales and influence offline purchasing by delivering compelling content and experiences online.
Underpinning these practices is developing an enterprise-wide approach with new organizational structures focused on serving digital
Great report by Accenture consolidating research insights and high-level tactics for B2B organizations and leaders to transform their B2B go to market in a post-Covid era.
Similar to Consumers' Mandate to CPG Marketers - Use Your Corpus Callosum! (20)
The new world of B2B sales - Accenture - June 2020
Consumers' Mandate to CPG Marketers - Use Your Corpus Callosum!
1. Consumers’ Mandate to CPG Marketers: “Use Your Corpus Callosum!”1
WHOLE-BRAINED MARKETING
Thought Leadership Series
CONSUMERS’ MANDATE
TO CPG MARKETERS: “USE
YOUR CORPUS CALLOSUM!”
2. Consumers’ Mandate to CPG Marketers: “Use Your Corpus Callosum!”2
Whether comparing prices at the retailer’s shelves, making mCommerce transactions, or seeking advice from
social connections, the mobile device is the remote control for life. Consumers are more connected and informed
than ever. Their individual journey through exploration, purchase, and relationship is complex, unique, and
continually evolving. Fed up with self-serving, mass-marketing sales pitches, consumers are issuing CPG
marketers a mandate: “Be responsive, and design unique experiences that are all about me, relevant, and truly
engaging.” We call this “people-based marketing.”
Finally, with consumer connected recognition (cCR) technology, CPG companies can have a direct dialog
with their end consumers. Although sales are predominantly still completed at retail, addressable marketing
and technology give CPG marketers an incredible opportunity to rewrite the rules for consumer engagement.
Gone is the era of “Mad Men” relying on big ideas and mass media to deliver content and messaging. Today’s
CPG marketers need to be “whole-brained” in their approach, balancing the measurability of behavioral
science and analytics with the art of emotional engagement, branding, and storytelling.
CPG companies are looking to their marketers to provide quantifiable return on investment (ROI) and to show
increases in lifetime value (LTV). Coupling CPG’s big idea marketing with big data and addressable platform
technologies enables marketers to reach consumers on their own terms, with personalized content and context-
aware, targeted messaging. Data-driven and with closed-loop feedback for every touchpoint, addressable
platforms enable a granular measure of marketing performance but necessitate a host of new capabilities.
Marketers can maximize the business impact of “whole-brained, people-based marketing” by applying
agile marketing capabilities to planning and executing CPG marketing campaigns. Adopting an agile
marketing approach enables CPG marketing to be fast, responsive, and measurable — transforming the
marketing function into a quantifiable, data-driven, ROI-focused function. Whole-brained, people-based
marketing is the future. And it’s how the leaders will successfully differentiate themselves from the rest. At
the beginning, this will likely require guidance from experienced partners who have the capabilities to make
people-based marketing a reality — better engaging consumers, fostering long-term consumer relationships,
and, ultimately, increasing their LTV.
THE RAPID PACE OF CHANGE IN CONSUMER
EXPECTATIONS AND BEHAVIOR IS REQUIRING
CONSUMER PACKAGED GOODS (CPG)
COMPANIES TO ADOPT MORE RESPONSIVE
AND EFFICIENT MARKETING STRATEGIES IN
ORDER TO STAY RELEVANT WITH CONSUMERS
IN TODAY’S DIGITAL-FIRST LANDSCAPE.
4. Consumers’ Mandate to CPG Marketers: “Use Your Corpus Callosum!”4
Have an authentic dialog with your consumers! That’s right, you can build a personalized, informed, relevant,
and engaging conversation that is scalable across all your consumers. CPG marketers have traditionally taken a
very right-brained approach to their marketing, and although many CPG companies have stores of valuable first-
party data, that data remains systematically underutilized in marketing operations.
Whole-brained marketing is not campaign driven. Whole-brained marketing is people-based marketing that is
personalized, initiated by behavioral triggers, and carefully curated. It understands where consumers are in their
journey, what experiences they want, and their needs; it involves real-time orchestration of messages, images,
and channels to deliver rich, relevant, and engaging content based on insights about a particular individual.
The addressable platform is the enabling marketing technology that makes all this a reality. Building a more
robust understanding of individual consumers begins by combining the power of the CPG marketer’s first-party
consumer data with the platform’s third-party consumer data and the trade partner’s second-party data. Then, by
orchestrating your interaction according to a 360° view of your consumers, you’ll be able to:
1. Distinguish between someone who is actively shopping versus any consumer – right time
2. Identify new consumers who look just like your most valuable consumers – right person
3. Understand consumers’ motivations and the content they find engaging, which is people-based not
product-based – right message
However, leveraging these new addressable platforms will require a shift in mindset as well as new
capabilities for cultivating consumers.
THE UPSIDE POTENTIAL OF WHOLE-BRAINED
MARKETING IS TREMENDOUS FOR
CPG COMPANIES!
+ 5%
More Productive
McKinsey, Aug. 2014
+ 6%
More Profitable
McKinsey, Aug. 2014
2X More Likely to
Be High Performing
Lenskold Group, 2009
Integrated Analytics Can Free
Up 15% - 20% Marketing $$
Budget Annually
McKinsey, Aug. 2014
Proof of the Value of People-Based Marketing
6. Consumers’ Mandate to CPG Marketers: “Use Your Corpus Callosum!”6
Media
CPG budget allocation and campaign-centric mindset remain out of sync with consumers.
Heavy reliance on outbound, product-centric messages in legacy media channels is truly
prehistoric. Many CPG companies are still allocating 80 percent or more of their marketing
resources to mass media campaigns. It’s time to move from channel-specific media buying
to digitally addressable “people-based marketing” and addressable media planning.
Data
Leveraging data sources already within the company, and supplementing them with outside third-party data
sources, can further refine your insights and understanding. Consumer connected recognition, an integrated
360° view of consumers, enriches consumer-level insights by mining “big data” and
consumers’ digital exhaust streams at the individual level — in essence, becoming “small
data.” CPG marketers can then derive all types of models, such as a look-alike models, to
find and digitally acquire individuals who resemble your most valuable consumers.
Analytics
“Big data” analytics enables micro-segmentation and look-alike models by blending available consumer data,
capturing media usage, events, journey paths, and preferences. Analytic leaders such as Kraft, Unilever, and
General Mills are using consumer data to create competitive advantage, sticky consumer relationships, and
higher LTV, using machine learning to continually optimize and personalize messages and experiences.
C-suite leaders expect marketers to provide quantifiable measurements and ROI because companies that use
marketing metrics far outperform those that don’t.2
As the saying goes, “What gets measured gets managed.”
What is a click actually worth? In isolation, not much! Marketing agency compensation should be performance-
based, not activity-driven. Instead, think about metrics in a “consumer kinetics”3
framework, measuring
movement and velocity throughout a consumer’s journey. Examine your most valuable consumer’s journey; how
did he or she first come to you and what are his or her predominant points of interaction?
Unite the “nerd herd!”3
Form a measurement task force comprising analysts in finance and marketing research to
collaborate closely with IT, who understand where the consumer data is and what’s currently
being captured. Keep in mind that “marketing math” is neither engineering nor rocketry
math. Although somewhat less precise by nature, the blending of science and art allows us to
readily compare one approach or tactic with another and certainly add tremendous value over
either gut instinct or the rudimentary metrics in use today.
CAPABILITIES FOR CULTIVATING
CONSUMERS
2
McKinsey and Company, August 2014
3
Rodney Hintz, PhD LinkedIn Profile
10. Consumers’ Mandate to CPG Marketers: “Use Your Corpus Callosum!”10
As a global-leading CPG company with sales across
175 countries to one-quarter of the world’s population,
the company had created consumer databases
containing more than 18 million records. But, with
a decentralized consumer database, the company’s
brand communication and execution processes
were fragmented across more than 40 agencies
worldwide. The results of this legacy mass marketing
approach were siloed marketing tactics and poorly
tracked activity-based metrics, creating high cost of
acquisition and resulting in operational inefficiencies.
The client partnered with Merkle, first to create a
holistic consumer database and then to enrich and
mine it. Its North American marketing database
has more than 50 input data feeds and the ability
to expand globally. In the partnership, by helping
to focus the whole organization, we grew this
addressable consumer database rapidly from 18
million to 48 million consumers in the first 24
months. The company streamlined its marketing
campaign execution processes across all of its brands
and established access to its consumer data for its
brands and agency partners.
The next stage of the marketing evolution was building
an omni-channel cCR audience management
platform, then applying analytics to create models
designed to direct strategy and investment. These
models included LTV, engagement and loyalty
models, and were applied via scores to all consumers
by brand. Consumer experience improvements were
driven by creating detailed consumer journey maps
for brands, focusing on highest value and growth
consumer segments, closing gaps in creative assets,
and deploying personalization across channels,
beginning with online advertising, search, website,
and email campaigns.
CASE
STUDY
A CPG COMPANY
Transforming to Whole-Brained Marketing
Impact by Brand
Brand A Brand B Brand C
Penetration
Category
Share
+65% +9% +29%
Impact Across Countries Based on
Current Marketing Capabilities
Estimated ROI
(after profit)
Marketing
Capabilities
+59% +86% +73%
+5% +18% +7%
Advanced Intermediate
Executed more than 500 campaigns
(non-triggered) per month
Completed 530 triggered campaigns
based on consumer response
Decreased Cost Per Acquisition (CPA)
Increased conversion rates
Consumers in the database are worth
$2.42 more than other consumers –
a significant increase
Basic
12. Consumers’ Mandate to CPG Marketers: “Use Your Corpus Callosum!”12
In order to capitalize on this new digital world, organizations will have to rethink their current internal
structure, operational processes, and marketing supply chain. Most CPG companies rely on external vendors to
fulfill many of their marketing activities — from strategy to campaign execution. When looking for a vendor
to fulfill agile marketing capabilities, be aware that many traditional marketing agencies don’t have the full
suite of capabilities needed. Stitching together a complex ecosystem of point solution providers is fraught with
inefficiencies and is extraordinarily complex to manage, with siloed data and marketing technology making
transformation more challenging. The right capability set is completely focused on people-based marketing,
deployed in an agile operation and reaching consumers on addressable platforms. Marketing partners should
have the following expertise:
Data Sourcing:
ff Systematic and unbiased ability to identify and prioritize valuable data, sources, feeds, and metrics
throughout the entire path to purchase, ongoing support, and consumer evangelism
ff Broad knowledge of global best practices and industry regulations
ff Deep experience with the integration and synthesis of data and data enhancements
ff Expertise to leverage marketing technology and services where necessary
Advanced Analytics:
ff Advanced analytic skills, with the people, tools, and outcomes to back it up
ff Ability to analyze integrated consumer data to gain a new understanding of consumers and to create
micro-segments, define audiences, build models to develop profiles, and identify predictive attributes
ff Flexibility to engage analytics talent and functions that can learn in an agile framework and conduct
machine learning
ff Capacity to understand consumers and ability to transform information into actionable insights using
“consumer kinetics” to inform all of sales and marketing
Omni-Channel Integration:
ff Seamless connectivity across marketing tactics and communication touchpoints
ff Ability to integrate data, processes, and organizational tools
ff Commitment to breaking down silos for synchronized, consistent consumer experiences across
channels
REQUISITE SKILLS FOR SUCCESS
14. Consumers’ Mandate to CPG Marketers: “Use Your Corpus Callosum!”14
A Performance Marketing Agency
15. merkleinc.com
linkedin.com/company/merkle
facebook.com/merkleinc
twitter.com/merklecrm
flickr.com/photos/merkleinc
youtube.com/user/merklecrm
ABOUT THE AUTHOR
ABOUT MERKLE
Aileen is a strategic partner to Merkle’s key retail and consumer
goods clients, helping drive business growth and promote customer
engagement across digital and offline media and channels. Aileen
has more than 25 years of experience including operating roles
and consulting across omni-channel marketing, CRM, customer
experience and data-driven customer analytics. Prior to joining
Merkle, Aileen was the founder and a managing partner at strategic
marketing firm Customer Ergonomics, Chief Marketing Officer for a
healthcare company and Chief Customer Officer for a travel services
organization. Aileen authored an MBA textbook, Internet Marketing;
Building Advantage in a Networked Economy published by McGraw
Hill. She holds a MBA in Marketing from Cornell University’s S.C.
Johnson Graduate School of Management and a B.S. from State
University of New York at Binghamton.
Merkle is a global data-driven, technology-enabled performance
marketing agency and the largest independent agency in the US for
CRM, digital, and search. For more than 25 years, Fortune 1000
companies and leading nonprofit organizations have partnered
with Merkle to maximize the value of their customer portfolios.
The agency’s heritage in data, technology, and analytics forms the
foundation for its unmatched skills in understanding consumer
insights. When combined with its strength in performance media,
Merkle creates customer experiences that drive improved marketing
performance and shareholder value. With more than 2,900
employees, the privately held corporation is headquartered in
Columbia, Maryland with 14 additional offices in the US and
offices in London, Shanghai, and Nanjing.
Aileen Cahill
SVP Client Partner, Retail & Consumer Goods
@AileenCahill
10/15
A Performance Marketing Agency