six mandates that the whole marketing organization must turn into priorities or be left behind their competitors

1. Joel Rubinson, President and Founder
Rubinson Partners, Inc.
Jan 23, 2012
Joel@rubinsonpartners.com
Twitter: @joelrubinson
Also on linkedin, facebook, google+
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2.  All of the executives are meeting in the boardroom on
the 27th floor
 It is the CMO’s turn to discuss her mandates for 2012
for which she must catalyze and align the whole
organization
 She speaks…
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3. One:
We must
understand
the mobile
shopper
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4.  “System beater”, always expecting price matching and
waiting to load up for when her favorite brand is on
sale.
 “Just in time shopper”, knowing they don’t have to
make a decision until point of purchase as there will
be check-in offers, deals, and information can be
searched for about any new product they find.
 Looking for simplification and will accept nothing less.
Expect deals to be electronically put into their
frequent shopper profile and for them to pay with the
mobile wallet.
 User of smart phones, and increasingly their
tablets, for shopping from living room to store.
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5. Factoids:
• By 2015, people will access the internet more from smart phones
and tablets than from computers
• Many retailers want to take that tap-and-swipe addiction into the
store itself. 28% are (already) testing devices at retail, and 31%
more will begin testing in 2012.
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6. Two:
Surveys are not
enough; we need
to create big data
insights
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7.  Insights do not just come from traditional research
methods, they now come from many places that must be
brought together:
◦ Social media
◦ Customer service comments
◦ Shopper data
◦ Customer records
◦ Digital behaviors that can be extracted via web analytics
◦ In other words, they come from big data
 When insights come from digital and customer
streams, they merge into real time marketing action…the
“what” becomes the “so what”
 We need a head of insights who gets this and who can
direct analytics efforts against any data set that can be
cracked open or merged with other data to produce
insights
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8.  As Frank Cotignola progressive researcher says,
“I see the advent of the concept of "big data" (especially with
respect to text analytics and insights derived from unstructured
data) to be the driving force in understanding changes in consumer
behavior. "Big data" will sit at the center of the intersection of
technology and consumer behavior. It has become not only a driver
in understanding (and better meeting) that behavior, but in
recognizing the technological changes necessary to allow such
behavior”.
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9. Three:
Graphic: barilliance.com
I want us to start
media buys with
behaviors not
demographics
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10.  With digital we now have the ability to serve
advertising to those who are seeking information
about the kinds of stuff we sell. We can find people
with such persistent interests.
 We can work with retailers to drive shoppers to their
stores and our products with inspired mobile
marketing.
 We can use social media to target advertising to those
who are influencers about the solutions we offer and
the values we celebrate.
 I want to start my budgets and marketing plans
buying as much of these media as possible.
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11.  Even TV will become fully digital and offer addressable
marketing opportunities. This is why it is the next
battleground for Apple, Google, and Microsoft.
 Says Bruce Goerlich, the Chief Research Officer at Rentrak
a leader at providing settop box data:
“TV is the next digital battleground in terms of the platform (where and
when content is delivered) and monetization (how is content paid for
on each platform, what is the share paid for by the owners of the
platform (distributors), consumer indirect (subscription fees for
broadscale content delivery) and the consumer (direct purchase)”
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12. Four:
I want my
brands to be
everywhere
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13.  In a digital age, McKinsey found that 2/3rds of
touchpoints during formation of brand consideration
are pulled by consumers
 Unilever believes that by 2015, 40% of impressions
will be owned or earned, not paid for…
 We need to be first in seeking and first in finding.
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14. copyright 2012, Rubinson Partners.
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15. Five:
We will create a
whole new set of
and ROI approaches
for a digital age
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16.  We can’t succeed in a digital age if we aren’t
measuring brands against a complete picture of what
success looks like. And the traditional trackers do
not, by themselves give this to us.
 We need metrics for success at digital and social.
 We need to measure the ROI of our marketing efforts
in a way that works for digital, social, and mobile. We
don’t have it yet and we can’t heavily invest until we
do.
 In digital, things we track are both the result of good
marketing and part of good marketing. They are both
cause and effect.
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17. Six:
We will reward
true innovation
more than line
extensions
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18.  We used to think that innovation was captured by
uniqueness scores in concept tests. Boy, how wrong
we were!
 Innovation is based on finding unmet needs for
situations that people find themselves in. Innovation
is about behavior…situations and choices we
make, not product category definitions and line
extensions.
 I need a new approach to innovation that “thinks this
way, end to end”.
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19. Joel@rubinsonpartners.com
Twitter: @joelrubinson
Also on linkedin, facebook, google+
For a sampling of our assignments, please
see the next slide…
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20.  Consultancy was founded in 2010 by the former Chief
Research Officer at the Advertising Research Foundation.
 Sampling of assignments:
◦ For ShareThis, led one of the largest analyses of social media sharing behavior
ever conducted, showing advertisers how to leverage sharing behavior. See
presentation ” Share is more than fans, friends and followers”
◦ For a leading CPG, designed and managed one of the largest and most
comprehensive digital sensing and listening platforms ever created
◦ For Appnation, created the first comprehensive summary of the “app-economy”
focusing on smart phones and tablets
◦ Helped to create a way of passively determining digital display ad effectiveness
for Moat
◦ In partnership with InsightsNow, Inc. RPI is creating a next generation system for
innovation called BehaviorLens ™
◦ For a major marketer, helping to shape a new approach to digital media
measurement and ROI assessment Conducted numerous workshops on shopper
insights and shopper marketing
Joel@rubinsonpartners.com
Twitter: @joelrubinson
Also on linkedin, facebook, google+ copyright 2012, Rubinson Partners.
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