Combining Art & Science in Modern Marketing
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Transcript of Combining Art & Science in Modern Marketing
The Emergent CMOCombiningArt & Science inModern Marketing
by Scott Brinker@chiefmartec
http://chiefmartec.com
art + science + marketing
art + science + marketing
art + science + marketing
art + science + marketing
What do these cultures value?
art + science + marketing
meaning
What do these cultures value?
art + science + marketing
meaning truth
What do these cultures value?
art + science + marketing
meaning truth money
What do these cultures value?
art + science + marketing
meaning truth money
What do these cultures value?
How often do those things intersect?
art + science + marketing
Discovery of knowledge through empirical observation.
Is the universe collapsing or expanding?
Is the universe collapsing or expanding?marketing
or
Marketing is collapsing.Hypothesis #1:
The distance betweenmarketing and customers
is collapsing.
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
Query search engines
Visit company web site
Read educational content
Follow on Twitter
Visit competitor web sites
Read reviews
Discuss with friends
Check online communities
Comparison shop
The ZMOT is a flurry of activity:
Distance between marketing stimulusand customer experience has collapsed to a click.
The distance betweencustomers and each other
is collapsing.
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
Source: Brian Solis — http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/
The distance betweendifferent media and channels
is collapsing.
The timeframes in whichmarketing decisions are made
are collapsing.
“Real-time marketing is the ability [to delight] your audience or customer into engaging with your brand around a shared moment.”
Linda Boff, Executive DirectorGlobal Brand MarketingGE
Digiday, May 2, 2013 — http://www.digiday.com/brands/ges-take-on-real-time-marketing/
Long decisioncycles
Short decisioncycles
Long decisioncycles
Short decisioncycles
Short decision cycles can now includeimportant and strategic decisions.
The barriers to entryfor potential competitors
are collapsing.
Harvard Business Review March 2013, Big-Bang Disruption by Larry Downes and Paul F. Nunes
“Garmin lost 70% of its market capitalization in the two years after navigation apps were introduced; TomTom nearly 85%.”
Harvard Business Review March 2013, Big-Bang Disruption by Larry Downes and Paul F. Nunes
Marketing is expanding.Hypothesis #2:
The number of touchpointswith prospects and customers
is expanding.
The quantity of contentthat marketing must produce
is expanding.
The Digital Evolution in B2B Marketing report by Corporate Executive Board Company and Google
The number of devicescustomers use to reach us
is expanding.
The number of technologiesavailable to marketers
is expanding.
The data generated by thesedigital touchpoints and technologies
are expanding.
The budget allocatedto digital marketing
is expanding.
Accenture Interactive: Turbulence for the CMO report 2013
The role of marketing inthe customer lifecycle
is expanding.
The strategic importanceof marketing in the C-suite
is expanding.
7X
AdAge, Keeping Time: Why CMO Tenure Has Doubled (May 6, 2013)
or
and
Marketing is bothcollapsing and expanding
along multiple dimensions.
art + science + marketing
meaning truth money
art + science + marketing
meaning truth money
Can these coexist in harmony?
art + science + marketing
meaning truth money
Can these coexist in harmony?
YES
Poetry vs. Physics
Poetry vs. Physics
Marketing can blendart and science together to achieve
meaning, truth and money.
Marketing can blendart and science together to achieve
meaning, truth and money.
Not only is this possible, this is future of business.
Marketing can blendart and science together to achieve
meaning, truth and money.
Our new generation of customersand employees seek more meaning.
Marketing can blendart and science together to achieve
meaning, truth and money.
The connected customer ecosystem reveals truth (whether we like it or not).
Marketing can blendart and science together to achieve
meaning, truth and money.
Of course, we still need to make money.
The future belongs to the hybrids.
Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
Tom Fishburne: Brand Storytelling — http://tomfishburne.com/2011/04/brand-storytelling.html
Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
MIT Sloan Management Review Report: Reimagining the Possible with Data Analytics (Spring 2013)
Exploration Confirmation
data datauser
aggr
egati
onqu
antifi
abili
ty
mom
entu
mris
k of
myo
pia
big datauncertaintyserendipity
“why?”future hypotheses
zoom in
small datacertainty
segmentation“what?”
past hypotheseszoom out
datascience
controlledexperiments
metrics& dashboards
Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
– Bob GarfieldEditor-at-Large
MediapostMediapost, May 6, 2013 — http://www.mediapost.com/publications/article/199655/there-is-no-place-to-hide.html
“Enforced transparency — your everyaction and inaction searchable on
Google in perpetuity.”
Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
In 2009, Google ran approximately 12,000
experiments.
In 2009, Google ran approximately 12,000
experiments.
Only about 10% of them led to business
changes.
David Armano: Unconventional Marketing — http://darmano.typepad.com/logic_emotion/2008/10/unconventional.html
David Armano: Unconventional Marketing — http://darmano.typepad.com/logic_emotion/2008/10/unconventional.html
David Armano: Unconventional Marketing — http://darmano.typepad.com/logic_emotion/2008/10/unconventional.html
Big Data
Big Testing
Big Experience
Generate hypotheses
Prove cause-and-effect
Deliver better experiences
Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
“Every single customer experience isa brand moment of truth.”
Steve Cannon, CEOMercedes-Benz USA
CustomerAnalytics
CustomerExperiences
CustomerCommunications
Using analytics and Big Data to understand and
measure customer opportunities.
Testing and personalization.
Social media marketing and two-way marketing communications.
Customer communities.
Targeting.
Delivering remarkable customer experiences at every touchpoint in the
customer lifecycle.
Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
Software has become how marketingsees and touches the world.
Analytics shapes perceptions.
Automation guides processes.
Optimization hones tactics.
Listening directs engagement.
Targeting defines segments.
CRM structures relationships.
Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
Accenture Interactive: Turbulence for the CMO report 2013
Accenture Interactive: Turbulence for the CMO report 2013
Accenture Interactive: Turbulence for the CMO report 2013
Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
A Ferrari is complicated.
A rainforest is complex.
Marketing used to be complicated.
Marketing used to be complicated.Now it is complex.
This is complex.
This is complex.
This is complex.
Waterfall marketing management.
Agile marketing management.
Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
The marketer scientist: all things in balance.
A collective marketer scientist team.
T“T-shaped” people.
art + science + marketing
meaning truth money
art + science + marketing
meaning truth money
The emergent CMO combines all three.
The future of marketing belongs tothe hybrid marketer scientist.
Twitter: @chiefmartec http://chiefmartec.com
Thank you.