Ten Deadly Marketing Sins - CBS Executive · Ten Deadly Marketing Sins – ... Time Short-term...

Ten Deadly Marketing Sins –- a temperature measurement in spring 2019

Torsten Ringberg

Per Østergaard Jacobsen

April 30th.

2© Ten Deadly Marketing Sins

Torsten Ringberg & Per Østergaard Jacobsen

Ten Deadly Marketing Sins -

Companies are not sufficiently

market-focused and customer-driven?1

Companies do not fully understand

its target customers?2

Companies need to better define their

competitors and monitor them?3

Companies have not properly managed their

relationships with stakeholders? 4

Companies are not good at finding

new opportunities?5

Companies’ marketing plans and

planning process are deficient? 6

2

Companies’ products and services

policies need tightening?7

Companies’ brand building and

communications skills are weak?8

Companies are not well-organized to

carry on effective and efficient marketing?9

Companies have not made maximum

use of technology?10



Ten Deadly Marketing Sins -

Back in 2004 Philip Kotler wrote the book "Ten Deadly Marketing Sins" and introduced his 10 challenges in marketing.

Now 15 years later – How do companies perceive these challenges in companies in general? How far have companies reached?

As the future employees and managers in the companies – we have asked our students, we have asked our colleagues, the companies, and agencies.

20 from faculty 178 Companies

Please notice this is not a scientific report –but a temperature measure in Spring 2019

189 students 36 from agencies



Ten Deadly Marketing Sins – Key concerns

Different views between the segments

Companies agree with 6 out of 10 statements

Faculty agree with 10 of 10 statements

Students agree with 6 of 10 statements

A very significant agreement with “Companies have not made maximum use of technology” across all segments

Agencies agree with 10 of 10 statements



Companies are not sufficiently market-focused and customer-driven

1

6%

28%

25%

15%

29%

56%

31%

39%

27%

11%

44%

17%

35%

6%

28%

3%

0%

1%

Students

Faculty

Agencies

Companies

I fully agree I slightly agree I slightly disagree I disagree Don´t know

54 %

84 %

62 %

56 %



Companies do not fully understand their target customers

2

51 %

13%

17%

25%

9%

38%

83%

44%

37%

34%

0%

31%

22%

12%

0%

30%

4%

0%

1%

Students

Faculty

Agencies

Companies


100 %

71 %

52%



Your company needs to better define its competitors and monitor them

3

58%

64 %

67 %

20%

28%

17%

19%

44%

44%

69%

39%

18%

28%

11%

18%

8%

0%

24%

10%

0%

1%

Students

Faculty

Agencies

Companies


86 %



Your company has not properly managed its relationships with stakeholders

4

9%

28%

11%

10%

38%

44%

34%

31%

23%

11%

17%

28%

9%

6%

25%

21%

34%

7%

Students

Faculty

Agencies

Companies


53%

47 %

45%

72%

3%



Companies are not good at finding new opportunities

5

7%

22%

3%

14%

27%

56%

46%

25%

47%

11%

34%

25%

12%

34%

8%

6%

2%

Students

Faculty

Agencies

Companies


59%

59 %

78%

49%

11%

11%



Companies marketing plans and planning processes are deficient

6

10%

17%

6%

21%

29%

61%

69%

41%

30%

11%

23%

21%

7%

12%

25%

3%

5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Students

Faculty

Agencies

Companies


62%

39 %

78%

75%

11%



Companies’ products and service policies need tightening?

7

14%

28%

11%

21%

34%

50%

29%

35%

12%

6%

20%

22%

13%

6%

16%

27%

40%

6%

Students

Faculty

Agencies

Companies


56%

48 %

78%

40 %

10%



Companies’ brand building and communication skills are weak

8

1%

22%

11%

14%

38%

56%

54%

33%

29%

17%

29%

26%

27%

6%

25%

5%

3%

2%

Students

Faculty

Agencies

Companies


51%

56%

78%

65%



Companies are not well-organised to carry on effective and efficient marketing

9

9%

22%

14%

21%

29%

56%

46%

30%

36%

17%

23%

27%

13%

6%

19%

13%

3%

4%

Students

Faculty

Agencies

Companies


51%

38 %

78%

60%

14%



Companies have not made maximum use of technology

10

38%

44%

43%

42%

26%

39%

43%

27%

17%

11%

11%

17%

13%

13%

7%

3%

2%

Students

Faculty

Agencies

Companies


69%

64%

83%

86%

6%



Ten Deadly Marketing Sins – Companies score

Companies are not sufficiently

market-focused and customer-driven?1

Companies do not fully understand

its target customers?2

Companies need to better define their

competitors and monitor them?3

Companies have not properly managed their

relationships with stakeholders? 4

Companies are not good at finding

new opportunities?5

Companies’ marketing plans and

planning processes are deficient? 6

2

Companies’ products and service

policies need tightening?7

Companies’ brand building and

communications skills are weak?8

Companies are not well-organized to

carry on effective and efficient marketing?9

Companies have not made maximum

use of technology?10

Agree in statement

Disagree in statement



What to do?



Big Monster hunting small Monster?

The physical,

social, and

psychological

contextand emotional

situation

determine how

we sense and

interpret

the situation



MENTAL MODELS:

We see what we

expect to see

❑ Our mental models are based on previousexperience and knowledge

❑ We expect new inputs

adapt to our mindset

❑ We are ' willing ' to distort

correct information

❑ Mental models can be difficult to change



What is your viewpoint?



First you must understand that what is holding you back…

… is all in

your head

© Ten Deadly Marketing Sins


Organization

Shareholders

Process

Culture

Performance

Management

Technology

Strategic

alignmentInput

Market paradigms

Transactional

Informational

Relational

Communal

OutputBig Data mindsets

Promote &Sell

Listen & Learn

Connect &

Collaborate

Empower

& engage

Source: 21

© Ten Deadly Marketing Sins




Mindset -

Connect & Collaborate

Et gult mindset er forbundet med at udvikle

nye ideer med forbrugerne, vise tillid til deres

perspektiver og invitere dem med på en

samarbejds- og udviklingsrejse.

Big Data bruges til at opfange og udnytte nye

og visionære input og viden fra (for)brugerne.

Listen & Learn

Et rød mindset betyder, at du er opmærksom

på (for)brugernes tanker og følelser.

Indsigt i (for)brugernes præferencer, behov

og motivationer indsamles for at I kan levere

mere meningsfulde produkter og services

Empower & Engage

Et grønt mindset repræsenterer en holistisk og

empatisk tilgang til markedet i samspil med

det bredere samfund. Med det grønne

mindset bruger du Big Data til at forbedre og

forny bæredygtig og etisk interaktion med

alle interessenter.

Promote & SellEt blåt mindset afspejler selvudfoldelse og et

internt fokus, der projiceres ud til resten af

verden. Det betyder, at du udvikler produkter

og services baseret på intern ekspertise.

Big Data bruges som et værktøj til at fremme

formidling og udbredelse af dine produkter

og services til (for)brugerne.



Interaction B - to - C B- from - C B – with - C B - for - C

StrategyPromote & Sell Listen & Learn

Connect & Collaborate

Empower & Engage

Customerapproach Passive Active Proactive Interactive

Business approachBombardment Retainment Engagement Empowerment

ValueAttention Intelligence Creative skills Responsibility

TimeShort-term Long-term Project-based Indefinite

Market logic Transaction Relation Innovation Community

AMAZON DELTA LEGO ROSKILDE

Source: Disrupt your Mindset to transform your Business with Big Data - Rydén. Ringberg og Jacobsen, 2017



Managers’ mental mindsets – sets the scene…



Technology versus Mindset

Technological

Transformation

Managerial Mindset Transformation

Existing Mindset New Mindset

Exis

tin

g T

ec

hn

olo

gy

Ne

w T

ec

hn

olo

gy

IncrementalInnovation

1

Radical Technological Innovation

2

Radical Mindset Innovation

3

Revolutionary Innovation

4

Source: Ringberg, Reihlen, Rydén (2018)Industrial Marketing Management

1934 -> 2008 ->1985 -> 2004 ->

“Marketing is the

performance of business

activities that direct the

flow of goods and

services from producers

to consumers”

“Marketing is the process of

planning and executing the

conception, pricing, promotion, and

distribution of ideas, goods and

services to create exchanges that

satisfy individual and organizational

objectives”

Marketing is an organizational

function and a set of processes

for creating, communicating, and

delivering value to customers and

for managing customer relationships

in ways that benefit the

organization and its stakeholders”

Marketing definitions over time

1898 -> 1920 1920 -> 1950 1950 -> 1980 1980 -> 1990 1990 -> 1997 1997 -> 2007 2007 > 2012 2012 -> 2019

“Marketing is the activity, set of

institutions, and processes for

creating, communicating,

delivering, and exchanging

offerings that have value for

customers, clients, partners, and

society at large.”

Models development over timeS-O-R model (1938)

Shannon &

Weawer (1948)

AIDA (1898)

AIDAS(1911)

S-O-R model (1954)

Lavidge Steiner (1961)

DAGMAR (1961)

ATR (1974)

Jones strong

Theory (1990)

Hall´s Four Framework

(1992)

The Heightened

Appreciation (1993)

Prue’s alphabetical

(1998)

AIDAL (1998)

AIDAR (1998)

Consumer Decision

Journey (2008)

ECO Model –

Yarn skein

behaviour, (2012)

Oracle Customer

Experience (2012)

Infinity Loop (2012)

OMD ECO system

(2012)

Infinity Model V1-4

(2015-2018)

Channel Models development over time1898 1997 2007 2019Bricks & Mortar + Internet & E-business + Social media + Mobile + Social media extended + Smart phone + devices

BIG

DATAIOT

1

2

3



Generic Customer behaviour – Infinity model – April 2019 v4

Marketing Outdoor

CommercialsAds

Newsletter

SOMETwitter

Instagram

Facebook

App

Web

Media

Loyalty phase

Source: Per Ø. Jacobsen, Torsten Ringberg & Mogens Bjerre, CBS & CBS BIG DATA LAB RF2016- 2017 + interviews 2018

inspired from: Customer Infinity Model – Per Østergaard Jacobsen,Mogens Bjerre, Claus Andersen 2015

Personal

MouthMouse

Brand

Sales

Service

Information

Service

Sales

Information

PR Articles

Interaction Experience

Data

Feed back

Weather

App

IOT

Sales

SOME

OtherServices

Events

Return

Complaint

Co - creation

Time

Buying/services

In – Out



Invitation til deltagelse i forskningsprojekt

Tidsforbrug: Medarbejder: 10-15 minVirksomhed: 3 timer

Sammenhæng mellem mindset og performance ?



Performance versus mindset

1% 9%

76% 56%

23% 35%Eksisterende kunder

Nye kunder

Utilfredse kunder

Resource anvendelse

BundlinjePromote

& Sell

Listen & Learn

Index100

Index105

Cost per order 100 79

Retention rate 100 134

Discounts 100 50

New customers 100 80

New customersretained after one

year – exact figures 100 108

Index

Example from global financial services company



Big og Small data. Digitalisering og kundestrategi – CBS Executive

Du får værktøjer og inspiration til strategisk og

taktisk arbejde med data i din organisation gennem

en kombination af teoretiske oplæg, dialog,

case-arbejde i grupper samt præsentationer og

inspiration fra eksterne eksperter.

Kurset giver dig derfor en værktøjskasse til at sikre

en værdiskabende forankring og implementering

af digitale og datadrevne projekter i organisationen.

Som forberedelse til kurset får du testet dit eget

Big Data-mindset. Desuden tester du din virksomheds

strategiske position, markedsviden og interne forhold.

Dine undersøgelser bliver gennemgået på kurset,

og du får individuel feedback på, i hvor høj grad dit

mindset matcher din organisations strategi.

Du forlader kurset med en plan for, hvordan du

kan arbejde videre med Big og Small Data i

din egen organisation.

https://cbs-executive.dk/programme/strategisk-brug-big-data/

REKLAME !

https://cbs-executive.dk/programme/strategisk-brug-big-data/

32

”Don’t try

to change

your customers

- help them- Professor Clayton Christensen, Harvard Business School



Thank you –

Torsten Ringberg – [email protected]

Per Østergaard Jacobsen – [email protected]

”Alle vil udvikling,

men ingen forandring” - Søren Kirkegaard

https://www.linkedin.com/in/peroestergaardjacobsen/

https://www.linkedin.com/in/torsten-ringberg-8106331/?originalSubdomain=dk

mailto:[email protected]

mailto:[email protected]

https://www.linkedin.com/in/peroestergaardjacobsen/

https://www.linkedin.com/in/torsten-ringberg-8106331/?originalSubdomain=dk

Ten Deadly Marketing Sins - CBS Executive · Ten Deadly Marketing Sins – ... Time Short-term...

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