Future CMO Movement

Home » Posts tagged 'scrm'

Tag Archives: scrm

Managing Social reputation – Brand is a verb

BRAND IS A VERB AND SOCIAL BY NATURE

Brands cannot be “created” one way – it’s the people’s perception of a company or product. Brand is no longer a noun; it has turned in to a verb. You could actually think brand as an agreement between a customer, customer’s peers (society) and company. Customers can agree or disagree with the agreement. As an outcome reputation and brand perception emerge, which could be good or bad. However, a brand cannot exist without the other parties. Brand is social by nature. However, a brand has never been as social as it has now become because of social media and online influence channels that customers are now very effectively and actively using. Customers have real power now that is global, not just local peers. No doubt that customer behavior has changed. It has completely changed in many areas and will continue doing so. Digital influence is the most important disruptive force along the customer journey.

Customers are actively using their power and they are getting more and more effective tools at their disposal to leverage this power to the most. For example WOT, Web Of Trust, crowd sourced rating of websites and brands has currently apr. 90 million people rating brands and websites. Any people who have WOT application in their browser has reputation score visually presented after every single link available online. WOT is a wonderful example of customers’ currencies becoming more and more influential. WOT is an ultimate rating tool. If some company acts unethically, spam, or in any way prove not to be trustworthy, apr. 90 million people in WOT start giving red to the brand. As an outcome, company’s online reputation score will become lower and eventually red. Red means, that if you try to enter the company’s website, you get a full-page size warning stating that other people have rated this site to be dangerous and not trust worthy. Would you do business with such a company?

WOT_trustworthy web page

Not only does WOT influence it’s users, but also everyone else online. WOT is also delivering reputation data to Google, which can then use it for any given purpose like Google AdWords or (safe) search. It’s not difficult to imagine, that Google might prefer to take people to brands and services that are trustworthy. Also, WOT made a deal with Facebook, which is using reputation data to make Facebook safer for it’s users. This picture will appear, if you are trying to enter un-trustworthy website from Facebook: Facebook It is quite remarkable how much people currently have ways and tools to influence brands business. WOT is just one of many tools available.

COMPANY’S REPUTATION MANAGEMENT

The mechanism of social reputation management has a strong emphasis on own touch points and encounters with customers. In case customer is dissatisfied, in every 1/10 cases the customer contacts call center and seek justice, making things right. The large majority apr. 9/10 doesn’t call, they are just silently dissatisfied. The more likely channel for making their point is customer satisfaction questionnaire, except companies only research small sample in order to get feedback suitable for their purposes – not all customers. However, the customer contacting actively is the fever meter and represent major urgency. The customer satisfaction questionnaire and especially customer’s open text answers represent confirmation to that urgency. These people are the most active social players because they have a personal story to tell and strong emotional commitment to the matter. In case they feel neglected they will become your brand destroyers and the 9/10 will join the choir. Here’s how the interfaces work:

Customer interfaces, touch points

What ever emerge from your own customer interface sources will spread all over social networks in case these matters are not taken seriously.

I’d love to hear about your social media analysis experiences. Which tools are you using? What kind of insights and phenomena have you observed?

I find Etuma to be an excellent tool for such analysis. Whitevector, Meltwater and other tools only help you analyze the outcome, what is already being discussed in public forums. Etuma enable you to analyze internal interfaces separately: call center logs, customer satisfaction questionnaires, customer forums & your own Facebook community. Looking at the fever meter results in own touch points and comparing that to the impact on discussions in public social mediums allow you to monitor the impact and velocity of change in the brand perception.

Toni Keskinen

http://www.linkedin.com/in/tonikeskinen/

Twitter: @toni_keskinen

Blog: http://futurecmo.org

The beginning of customer journey – Initiation

Image

The customer comes to a crossing and stops because the brand successfully engages with him or something changes in the customer’s situation. In most customer journeys there is a defining moment when a person gets actively interested in buying, initiated. That moment can be identified rather reliably. Something makes a person actively start considering about buying something. Active purchasing consideration does create memories because it’s done.. well, actively in your conscious consideration. Active consideration could take years in some cases or it can spark purchase spontaneously. Depending on the category, differences are huge but also within a single product group customers’ behaviour have vast differences. In many smaller decisions the consideration is less profound but still, when ever you are breaking a habit or really considering about doing something, you can recall doing so when specifically asked about it. In fact the customer is the specialist in his own experience and we can learn from him. Best way of getting to know the dynamics and learning about the reasons for people to get interested is by doing one-to-one interviews. Interviews are actually for discovery, expedition trip to customer behaviour and drivers, differences and variety. Group discussions easily make people indicate rational behaviour although it was not. We would suggest one-on-one in-depth interviews or questionnaire before a group discussion asking person’s own thinking. In the group discussion some of the key findings could be thoroughly opened. This kind of approach enables capturing human behaviour more reliably.

There is a methodology in Psychology called Interpretative Phenomenological Analysis (The Psychologist, vol 18, No1, January 2005) It has been developed for analysing people’s lived experiences. The methodology avoid making assumptions and does not test hypothesis. The person’s experience should be recorded as authentic as possible. They are done in one-on-one meeting. Interpretative means that the researcher looks for things that are distinct (i.e. idiographic studies), but will also attempt to balance this against an account of what is shared (i.e. commonalities across a group of participants). Researcher reduces the complexity of experiential data through rigorous and systematic analysis. Analysis relies on the process of people making sense of the world and their experiences. I use this methodology in Insight interviews and then create quantitative study based on these findings in order to quantify which phenomena has most meaning and can these phenomena related to specific business and brand be segmented in some way or result difference between segments and brands.

The best way we could come up when working on One Experience cross-channel buying behaviour mapping tool, was to start with one-on-one interviews and learning about the people’s reasons to get initiated in the first place and continue to map out the cross-channel purchase behaviour.

The initiation of the active consideration is often a result of certain drivers and motives in certain context being prompted to active consideration by certain touch point in certain channel. These reasons, channels, motives, contexts and drivers should be recognized and quantified in different target groups. They are the very foundation of profitable marketing operation.

You can roughly divide reasons to initiate in commercial and non-commercial reasons. Commercial reasons have to do with advertising, direct marketing, outbound telemarketing, retail, point-of-sale promotions, sales people and so on. Non-commercial reasons have to do with magazine reviews, word-of-mouth, actual need because of losing or breaking the old product, tradition based behaviour (e.g. in travelling every year at the same time), change in a living situation (e.g. moving) and so on.

Further, initiation can be divided in initiation in general and initiation to the brand. Initiation in general is about how the customer became interested in acquiring certain product or service in general and these reasons are often non-commercial when asked from the customers directly. This is not completely true because something has created the need in the first place. That’s why it’s also important to ask about their initiation to a purchased brand. Becoming initiated to certain brand is more likely to be commercial. In most cases you can narrow these reasons to a few major ones per segment. This information will help you decide where and what to do in marketing. How to effectively reach people and how to choose the message and content in most appealing way.

The Apple iPod is a great example of a product, which had  ”a long activation” period. The iPods were originally too expensive for many people who would have loved to get one. After some time, the price of the iPod reached tippin’ point, level which enabled most people to get one. At that point iPod rose from most wanted niche product to dominant brand. The MP3 format, iTunes and making CD digitization easy were the enablers of MP3 revolution. ITunes and buying music online were Apple’s strengths. However, the product design and user experience made it the most wanted brand and later on dominant market driver leading the way. Currently it has been predicted that when eye surgery costs come down to the level of 1500€, people choose surgery over new classes. Markets could change profoundly and rapidly.

We have learned from several cases that the brands often don’t know why and from who’s initiative customers got activated. In one case our client, advertiser, was wondering why their demand had suddenly increased dramatically and they made record sales without doing anything specifically. This company had very effective sales process delivering superb customer experience and consequently very high sales conversion. After running customer journey study for them we found out these people were originally activated by a competing company, which had launched a major direct mail campaign. The product was expensive and people wanted to take another offer just to be certain. This incident delivered record sales for the competitor. It’s likely that the active brand also sold more than in average but it’s absolutely certain that they also lost major part of their potential sales.

When you are concentrating on customer perspective you are simultaneously doing very effective competitor benchmarking and learning from their success too. In best case the competitor becomes your best salesman without knowing about it. You can also learn from competitor’s success.

In retail store you can roughly share products in two categories: must have and nice to have products. These products life cycle could vary greatly. In one CPG case that we analyzed we found three most common patterns in getting initiated. The first one was planned. People wrote on their shopping list that they will buy this product. The second was buying in stock when the product was in discount. The third was the biggest one… People who had made a mental note they should buy the product. However, this product was not in the priority list, which resulted ”pending activation”. These people were activated to purchase by just seeing the product in store or seeing an offer about it. The major sales increase for promotion was due to the fact that they had promotional spots that prompted people’s attention and activation by just being there. The sales would have increased even if there were no discounts because people just forgot to act on their decision. In many cases there is latent behaviour that must be recognized in order to optimize profits. There’s no need to offer major discounts if just being there does the job or offer smaller discount or on-top offer in order to justify the extra visibility in store and also activate stock buyers. It also has major indication in the media strategy. If the brand’s awareness and other KPI’s are in order, the most important goal is to have continuous activation going on generating faster re-purchases and increase in the market value. Depending on the product’s role in customer’s life there would also be possibility of creating CRM or social relationship management (SRM) approach that would keep customers active and engaged with them in product and service development.

Testing in the real environment is the only way to get a true business case

Making people move is a fundamental marketing goal. In order to optimize marketing effect, you must study, test and learn what kind of trigger and content create most response. You should also learn in which context or medium people would be most likely to act on the advertising and which interaction channels deliver best results. Consider, what is the role of your own mediums like website, retail or CRM. How can you leverage earned media like discussions online and press or other PR. Are there ways of collaboration with partners that would result synergy and low-cost leads? Where and how much should you invest in paid media like TV, print, radio, outdoor and online. You can manage what you measure and optimizing the mix takes a lot of learning, trial and error to make it right.

The second equally important issue is to learn where you should steer people post activation: online, mobile, customer service, retail or create a first action which help you support customer thru out the journey and purchase. Again, there are good learning’s available but each business is unique.

Consumers want to have control

Today’s consumer want to control the process of choosing and avoid being sold at. Pushing is irritating and considered as a bad customer experience. When customer has a medium in which there is a lot of choice he has the control. Customers choose what to concentrate on, and how much time they are willing to use in learning about product. Customers can choose to continue shopping online, in retail, mail order or to go and see the product live or choose not to do anything.

Advertisers have an opportunity to increase communications to own customers and creating own mediums in print and online. Previously marketing focus was mostly about finding new customers, although majority of the sales came from existing customers. Customer magazines and catalogues are part of customer loyalty, mobilisation marketing. The respondents consider the magazine or catalogue as respect of customers own space, time and consideration.

Buying is not easy

Marketers often assume that selling is hard and buying easy. For customers it is not easy to really understand the scale of offering and relevancy of it. At personal level they have ways of learning in their own time. Often the retail experience is too hectic and nervous for learning at own speed. Online services and catalogues allow people to have their own time and space. In one case outbound represented majority of initiation, but fraction of the transactions.  Banner ads are often judged wrongly due to this – people initiate but make transactions elsewhere.

Consumers consider concrete pricing, product pictures and good presentation of products as valuable service that makes buying easier. It’s easy to see for example how much catalogues and online travel advice decrease the need of personal advice from travel agencies and enable online buying.

The difference between emotional brand advertising with very little information and buying information sources is obvious.

Conclusions about Initiation

Initiation and getting activated is about prompting attention and making the person move. No matter how long there has been a latent interest, there’s always something that changes in offering, customers situation or the market that gets people activated. What is that, what is the motivation behind, what is the customer’s mindset at that point, which brands customer considers as options, which does he prefer if he does? Understanding this has a major influence in the overall marketing strategy.

In order to understand how customers are best reached it’s also important to understand the need of advertising and shopping consideration. For many brands there would be possibilities in helping customers learn about their value proposition by really making great product descriptions and photos for shopping medium use. Although the customers would not buy from these sources, they still learn from them. That’s free media that really hit the target. Brand’s own online service should be the source of ultimate information that really answer customer’s questions and engage with the customer resulting action.

When we were studying the different mediums capability to influence customers and how brands currently work, we came to conclusion that when brands are rapidly learning new, they are simultaneously forgetting old. Customer’s behaviour does change but when competing retail brands e.g. drop catalogue and go purely online, the other brand might gain advantage.

When measuring success brands should concentrate on how much did the advertising change customers perception of the brand positively, did the advertising justify higher price or increase the interest in wider audience with current price or did the advertising just activate people with discounts, which is good in the short run but could damage the brand in the long run. Which mediums performed best compared to the investment? If some mediums under performed was it due to the medium or advertising content? If you can answer all these questions post campaign, your capability to improve further is much better and you can actually predict outcome much better than previously which justify the spending.

What do you think? I’d love to get some comments :)

If you liked this one, check out how to manage customer interfaces and pre-initiation stage along the customer journey Brand-as-a-roadsign.

An article about the next stage in Customer Journey here: Choosing and buying – cross-channel influence

More advice about how to map and stury customer journey is available at https://futurecmo.org/2012/12/01/how-to-map-and-study-customer-journey/

Author: Toni Keskinen, Marketing Architect & Customer Journey Designer

http://www.linkedin.com/in/tonikeskinen

Join FutureCMO Movement LinkedIn Group here

Forecast for marketing planning and ecosystem evolution

The high frequency trading (HFT) stands for machine based stock exchange trading. HFT model leverages price differences in variety of stock exchanges, buy and sell in a fraction of a second. If there is 0,01% price difference in two stock exchanges,  you can make 100 profit with a 1M investment in a millisecond. HFT is based on algorithms and data and it’s increasing it’s share of trading steadily against traditional trading. HFT is very much like trained limbic system in human decision making: rapid, based on heuristics and rules from learned experiences and blind to events that have not been pre-coded in to the system. Traditional trading is based on rational thinking, analysis, luck, intuition.. well human intelligence and conscious decision making, even creativity. Traditional trading is much slower and more vulnerable to human emotional flaws but also allow long-term consideration. There is a lot of money involved in stock trading with instantly measureable success. It is also the most developed trading environment in the world.

Well, let’s look at marketing then. If you consider the fact that the CMO has liquid cash worth several percentages of corporate annual turnover, in case of P&G 9-11%, it is quite a considerable liquid asset too. Actually, in many cases it is the largest liquid asset the companies have and spend. The others are for long-term strategic Merger & Acquisition purposes, infrastructure investments and salaries.  Marketing is also the only investment that has difficulties in defining ROI, instant and long-term. Well, this will change quite soon and create tectonic changes in the foundations of marketing industry. The data explosion due to multi device Internet and inter-connectivity of mediums and customers combined with regulatory changes in privacy will result complete make over of the marketing industry.

Let’s consider Facebook for a moment. Facebook is a vehicle designed to enable personal communications and community. It is a yielding platform in which the user is the product for sale. The basic idea is that the advertisers will fund the business model and the consumers will allow data capturing in return for using the Facebook as their communications platform and vehicle representing their identity and social relationships.  Effectively Facebook knows more about us than we even realize. The question is, how does Facebook capitalize this knowledge? Facebook could become the world’s most effective advertising targeting and RTB business operator outside Facebook’s own touchpoints in case they decide to pursue this goal. We should expect black swans like that to appear and change the way the marketing ecosystem operates and challenging the balance of power. Big players will enter new areas and small players will emerge and grow big faster than ever (like Pinterest) and we will surely see new symbiotic business models created from combinations of existing players creating new value propositions and services.

If we consider the development of media buying and spending then, it is starting to look more and more like HFT due to the increasing level of Real Time Bidding (RTB) inventory and media business model. RTB is about getting the best price available for advertising inventory. The ecosystem is feeding advertisers willingness to pay for contacts and is trying to increase the willingness to bid higher. RTB is the new “share of voice”. The drivers of this business model have been Google Ads and Facebook but the model has been adopted by other media companies widely and will be adopted by majority of mediums over the next couple of years. The advertisers willingness to pay for each contact is based on data and the decision to bid is made based on the rules defined in the Demand Side Platforms (DSP’s) within milliseconds, exactly like in the case of HFT. As the business model is based on engagement or acquisition, also the rewards can be easily tracked which drives transparency and corporate management acceptable investment model in marketing.

The key here is the corporate management acceptable investment model. Marketing has been a rogue spending area in corporations without direct accountability for financial results. This will change. Every single business investment area has been made liable for profitability and accountability apart from advertising. It is not going to be acceptable anymore. Because it is becoming possible, it will be demanded. Period. Just like in case of the HFT also the liquid resources will become almost infinite and marketing budget will become flexible when the accountability is made possible. There is no limit in spending if every single cent invested result 10 cents in return. Well, in future markets such disproportional returns will be balanced but the main rule will still be valid. Groupon is a thriving example of corporate willingness to pay disproportional costs for easiness and accountability. The change is inevitable but will happen gradually. The wheel of change is already turning and it will spin wilder and wilder before we reach the new normal.

Investment sector has been in great turbulence and HFT has changed trading volume based market shares rapidly. In Helsinki Stock Exchange March 2010 the top three traders were SEB, Nordea, Handelsbanken and FIM. They were all local or Fennoscandic players. In January 2012 the top three were Morgan Stanley, Nordea and Credit Suisse. Along with those three there were newcomers like Citadel, Getco and Spire. The newcomers are all specialized in robot managed HFT. Credit Suisse and Morgan Stanley represent the same phenomena by selling others the rights to use their HFT technology. Local players are losing ground.

The change is happening at increasingly rapid speed and will eventually escalate. At that point within apr. 5 years media agencies don’t call to mediums and ask quotes for their mediums, media buyers and sellers in current meaning will vanish. Media planning is no longer about choosing media and negotiating price for it. Media agency will be impossible to distinguish from stock exchange trading company by sight. The tools, technology, algorithms and productivity goals will be very similar. The competition will be about measureable ROI of marketing portfolio management. Like in the stock trading it will be driven by analysts who are specializing in short term instant ROI and long-term profit expectations. 

What about creative agencies then?

IBM did a major study in 2010 and interviewed over 1500 CEO’s around the world. Mr. Samuel J. Palmisano, Chairman, President and CEO of IBM Corporation captured the findings in three major issues in his pre-words of the study report:

  1. The World’s private and public sector leaders believe that a rapid escalation of “complexity” is the biggest challenge confronting them. They expect it to continue – indeed, to accelerate – in the coming years
  2. They are equally clear that their enterprises today are not equipped to cope effectively with this complexity in the global environment
  3. Finally, they identify “creativity” as the single most important leadership competency for enterprises seeking a path through this complexity.

Well, creativity is a human trait and a profession. Creative agencies will have major role in the change and they are trusted partners for CMO. Creative agencies will remain true to their creativity but the demand for creativity will be far more diverse than just advertising message creativity now. Customer experience design, advertising, product- and service design all serve the same common goals; creation of competitive advantage, brand and relationship value. CMO’s responsibility is going to be about exactly that, creation of competitive advantage. CMO should be already responsible for insights on customer behavior change and delivering them to other members of the board influencing strategy and operations. CMO’s key role is to practice strategic sensitivity of the market and customers. The best CMO’s will earn a new role closer to COO’s current role as they start carrying more accountable and strategic responsibility. The CMO position will also become number one route to CEO position. Sir Terry Leahy, former CMO and later CEO of Tesco Plc has already shown the way. Tesco is also one of the premier examples world wide in customer data driven strategic and operational management, behavioral economics research and service design. Tesco’s growth and profitability also prove the point rather well. Creativity in the Tesco way will become mainstream now that we are reaching tippin’ point.

There is another reason why Tesco is such a great example of future marketing planning. Tesco is one of the first companies using customer behavior data to personalization and individual customization of offering and messaging in massive scale. Today we recognize this as marketing automatization and customer experience management. Each individual customer has offering scoring attached to their data and this scoring model define what and how should be offered in order to turn push marketing and sales in to inspirational service experience. People are looking for advice, inspiration and great deals. Giving all three in one package with great customer experience in any given customer interface create trust and relationship.

Customers are becoming another portfolio for CMO to manage; who, what, when and how are the questions that need an answer. The answer is another case of trading mechanism. The company has an inventory of products and services. This inventory is the other subject to yield management and the customer base is another portfolio. The perfect combination of both enhances loyalty and lifetime value with optimal profitability.

Well, let’s go back to Facebook and consider that the product they have, are their customers, the users. The product and service portfolio they are managing is not actually their own but their clients, the advertisers. The two way yield management means optimizing the profits from the customer base they have. Facebook must consider overall profitability of their users against the price different product & service vendors are prepared to pay for them. Yield management will differentiate products and services in to categories:

  1. Easy to activate mass categories which deliver small but high volume transactions
  2. More difficult to activate categories which deliver less but bigger transactions

Well, that’s not the end of it. There are known brands with stronger demand creating also high volume and less known brands that are more difficult to yield but deliver higher revenue/transaction. In this game brands, creativity and quality of creative work are subject to instant and continuous pricing. If the creative work is highly appealing and works very well, it will result transactions at lower costs and higher margins for advertisers. If the creative work is not working the price you need to pay for each transaction will cost much more. When we reach this point, you don’t need to question what is the value of your brand. You will know the difference… Painfully well. The same apply to advertising in any other mediums, which will still be impossible to directly measure. The measures will be based on direct increase in sales compared to the base line without marketing and it’s effect in real time bidding costs. Currently the same ideology works well in businesses requiring outbound selling. In case advertising works outbound sales conversion will increase and cost per transaction will be less expensive. Same mechanism will work much faster in the real time bidding environment.

The media companies’ capability to invoice consumers’ subscription fees will erode steadily and the requirement for advertising profitability will grow. The media trading could well learn from retail category management and yielding optimization of shelf space. The media inventory is made of certain media placements, which will develop but still exist in the near future. Every single placement will be subject to yielding methodology. Facebook, Google and most media companies will not really care where the money is coming from as long as their yield management drives strong profits. Statistical analytics, scoring models, algorithms, richer and richer data combinations and continuous optimization will be the name of the game. They have the data and they can re-create their business models. There are only so many people on this planet and in any given country. The media which have the best data and the best tools to create multi client lead nurturing methodologies delivering strongest rate of acquisition will win. Just like in case of HFT, the balance will shift and the global players will take larger share of the business. The smaller but local and trusted media companies are now in a do or die situation and by the end of this decade we will know how if and how they survived.

The role of mediums as the data owners will also change. The services they deliver could vary from x amount for introduction, y amount for acquisition to z amount or percentage for the profitability e.g. during the first three years. The data holders will become capable of working as headhunters for advertisers. They will just hunt customers, not employees. The stakeholders in this game can be anything from media companies to large loyalty programs, telecoms, Apple like manufacturers (e.g. Siri) and global social mediums and data capturing platforms like Facebook and Google. The most rapidly growing market sector is currently services that come between the producers of products and services and the customers. Travelzoo.com and Groupon are good examples of such. All players mentioned above have direct customer relationship to consumers and consumers are using their services to make their choices and living easier and better. In a very complex world these players offer advice, the solution to customer’s needs. They can inspire and serve and they can gain a trusted partner status with consumers. The key word is trust. Trust is also the key word in yield management.  The increasing transparency will become another management imperative. Bad companies stand for, bad customer experiences and effectively bad advice for consumers. It means lost trust and less effective yielding for mediums. If the company cannot deliver what they promised, they will face increasing costs again.

The world has become extremely interconnected and transparent. The market price for a customer engagement or customer acquisition will be determined by trading environment. The market value of data will deliver steady revenue and the big players will become bigger than ever but we will also witness unexpected newcomers. The competition will be about the game of trust and relationships in the consumer markets and extremely efficient trading tools and data based intelligence delivering accountability in the B2B markets and planning. The value of existing customers will become imperative and corporations will implement marketing automatization technologies in order to enable individual care models and increase in customer lifetime value. The tools will become smarter but creativity will flourish as human trait, profession and specialty.

Author: Toni Keskinen, Marketing Architect & Customer Journey Designer

http://www.linkedin.com/in/tonikeskinen

Join FutureCMO Movement LinkedIn Group here

Great future for creative agencies

Creative agencies have been under siege for a long time. The business has changed completely within relatively short time and the balance of power between disciplines within agencies has shifted tremendously. Agencies must have changed a lot by now, but they need to change a lot more in order to meet the demands Future CMO will require from them. I would consider that challenge a great inspiration though, it can be an amazing adventure. Let’s look at where agencies stand now:

1. Creative agencies key asset is.. well creativity. People trained to open up their minds, simplify and recognize what is the thing that makes people (customers) move. The challenge is that advertising agencies have limited their use of creativity in communication and doesn’t have a credibility or position to use that creativity for more general business development, which would be very natural. In the very heart of creativity is customer insight. Using that insight to new purposes is much easier to do than teach non-creative people to become creative

2. Data is now available and media agencies have a long history of analysing it. In the current environment and the direction we are heading, corporate own channels, CRM and business data allready meet media data at media agencies. This will become standard practice over the next couple of years if it hasn’t been done yet. Media agencies are trained to measure and predict impact of different actions. Their role will be also to analyse different options in product portfolio scenarios and pricing, distribution etc. CRM and marketing automatatization will be a natural next step after people have already become professionals in making real time bidding online marketing, direct marketing, direct response advertising and managing revenue/cost ratios and communication portfolios

In my opinion the creative communication ecosystem will have to grow-up and take responsibility more than they have used to. Once agencies really take responsibility they can earn their way to the business development and real corporate management. As Future CMO has already cracked the door open, the CMO’s ecosystem must prepare to take the heat and meet the demands that should be seen as the new brave world with tremendous opportunities.

IBM CEO study was crystallized as three major change drivers by Mr. Samuel Palmisano, CEO and Chairman of IBM

1.The World’s private and public sector leaders believe that a rapid escalation of “complexity” is the biggest challenge confronting them. They expect it to continue – indeed, to accelerate – in the coming years
2.They are equally clear that their enterprises today are not equipped to cope effectively with this complexity in the global environment
3.Finally, they identify “creativity” as the single most important leadership competency for enterprises seeking a path through this complexity.

Well, let’s consider creative agencies and the CEO challenges. The complexity of the world is clearly a challenge when you look at it top-down. If you look at the company from customer’s point of view, that complexity becomes much easier to handle. Creative agencies should really be capable of both reducing the complexity to the minimum AND help coping with it. Media agencies with their capability to analyze markets and customer behaviour should certainly become very handy. The third challenge, creativity, is the bread and butter for creative agencies. So, why wouldn’t agencies start meeting these challenges.

Actually, the new breed of agencies have started doing exactly that. They are just called Service design agencies and their methodology is based on Design Thinking. The basic value proposition is to offer companies a) very clear customer insight b) services that meet the customers’ needs in new ways driving growth and profitability. They are actually changing marketing in to service. Pushy communications no longer work, making communications that inspire, entertain and serve customers are relevant and interesting.. and they sell better.

Dear former colleague, Adman and thinker who has inspired me more than any other person in the world, Rory Sutherland, has made a case of meeting the challenges with one single concept: Behavioral Economics. His case below is a great eye opener for any Ad exec or CMO. There is a great future for creative and media agencies if they just embrace the opportunities, take responsibility and are prepared to unleash their capacity to more meaningful purpose:

“IPA President Rory Sutherland explains why he is championing behavioural economics We need to broaden the definition of what we do to reflect the new reality of the market place because if we don’t create a new model based on human understanding, then we are in danger of using 1950s packaged goods persuasive techniques to solve todays communications problems! With behavioural economics we can align ourselves to a recognizable science and not be held hostage to the media budget. It gives us a framework that will refresh our thinking and our talent pool and with it we can use ideas to turn human understanding into business and social advantage.”

 

Author: Toni Keskinen, Marketing Architect & Customer Journey Designer

http://www.linkedin.com/in/tonikeskinen

Join FutureCMO Movement LinkedIn Group here

%d bloggers like this: