Winning Marketing2020 Brand Characteristics: Big Insights, Purposeful Positioning, Total Experience
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This document summarizes the findings of a study analyzing marketing practices at over 10,000 companies from 92 countries. Some key findings include: - Companies that excel in areas like big insights from data, purposeful positioning, and total customer experiences outperform their peers. - Winning brands collaborate more across departments like IT, finance, and HR and have marketing more integrated in business strategy and investment decisions. - High performing companies restructure marketing teams to focus more on capabilities like analytics, engagement, and content/production rather than traditional silos. - CMOs must focus on capabilities like insights, purpose, experience and organizing cross-functionally to drive growth in the changing marketing landscape.
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Winning Marketing2020 Brand Characteristics: Big Insights, Purposeful Positioning, Total Experience
- 3. 250 CEO, CMO and Agency Vision Interviews
- 4. 10,231 marketing participants from 92 countries
- 5. 18% 12% 8% 8% 7%6% 41% Media/Communications Business and financial services Consulting Manufacturing Healthcare FMCG Others 18% 33% 48% 1% B2C B2B Both Other 1,064 US Participants 19% 30% 30% 21% Board/EVP/SVP VP/Director Manager Other 63%9% 28% Marketing Communications Others Seniority Industry DisciplineType of Business 5
- 6. A lot is changing in the Marketing World
- 7. WHAT we do in Marketing is changing beyond recognition
- 8. …but HOW we organize looks the same Marketing Organization Chart
- 9. The role of Marketing
- 10. Global ConsumersPartnersLocal Agencies 10 Marketing structure
- 13. ...to drive business growth
- 15. At/After Lunch: CMO Round Table: Organizing for Growth
- 17. Social marketing Purposeful Marketing Collaborating with Consumers Globalization
- 18. Opportunity to influence business
- 20. Infobesity
- 21. Privacy risks Organizational silos Doing more with less Touch point consistency
- 23. Ability to stay current
- 24. So, What does it take to win?
- 27. Winning Marketing2020 brand characteristics Big Insights Purposeful Positioning Total Experience
- 28. Organizing for growth Big Insights Purposeful Positioning Total Experience
- 29. Winning in Marketing2020 Big Insights Purposeful Positioning Total Experience
- 30. NOW: Winning Marketing2020 Brand Characteristics Big Insights Purposeful Positioning Total Experience
- 31. Big insights Big Insights +30% Big Insights Purposeful Positioning Total Experience
- 32. 38 33 45 42 30 35 40 45 50 We have right data and analytics available to measure marketing effectiveness We are able to leverage all data and analytics available to improve our marketing effectiveness Underperform Overperform Big Insights Purposeful Positioning Total Experience
- 33. Purposeful Positioning Big Insights Purposeful Positioning Total Experience 6 73 0 10 20 30 40 50 60 70 80 I believe that brands with a clear societal purpose will drive more business growth Disagree Agree
- 35. Purpose based functional benefits Big Insights Purposeful Positioning Total Experience
- 36. Purpose based emotional benefits Big Insights Purposeful Positioning Total Experience
- 37. Purpose based societal benefits Big Insights Purposeful Positioning Total Experience
- 38. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q9 Market share Q11 Lead generation Q13 Marketing efficiency Q14 Net promoter score Q15 Consumer engagement Q16 Revenue growth Q17 Marketing return on investment Q18 Brand health Impact of having a societally purposeful brand (Q3602) on marketing KPIs (current performance versus competition) With purpose Without purpose 38 Purpose drives business growth Advantages to be achieved
- 39. Total Experience Big Insights Purposeful Positioning Total Experience
- 40. Brand value in a digital world 40 B R E A C H O F P R I VA C Y I N C O N S I S T E N C Y DEPTHValueProposition B R E A D T H# of Touch Points and Experiences © 2013 EffectiveBrands
- 41. Nike’s share of experience 0 1 2 3 4 5 6 7 8 9 10 Price of shoe and system Heart rate monitoring Running computer Quality of shoe Brand image, self- identification Tracking runs Motivation to run Integrating music and running Participating in social network Emotional association with running experience QualityofExperience Key Elements of the Customer’s Experience Nike Experience Curves Perspective of the RunnerHigh Low 41
- 42. NIKE VIDEO HERE PLEASE 42
- 43. Winning Marketing2020 Brand Characteristics Big Insights Purposeful Positioning Total Experience
- 45. Now: CMO Round Table: Organizing for Growth Big Insights Purposeful Positioning Total Experience
- 46. Connect: Marketing is too important to be left just to marketers 46 Big Insights Purposeful Positioning Total Experience
- 47. Seamless total customer experience Big Insights Purposeful Positioning Total Experience
- 48. 38% 19% 58% 33% 10% 20% 30% 40% 50% 60% Marketing works closely with the CEO on business strategy Marketing approves large growth-oriented ivestment decisions 2006 2013 Big Insights Purposeful Positioning Total Experience Marketing Influence
- 50. “Marketing works closely with the CEO … 64% 50% 49% 34% 41% 30% 38% 39% 47% 42% 6% 12% 12% 19% 17% CPG Manufacturing Financial Energy &Utilities HealthCare Agree Neither Disagree 50 Marketing’s Influence Big Insights Purposeful Positioning Total Experience
- 51. #1 Big Insights Purposeful Positioning Total Experience Business acumen is the license to operate and ticket to influence
- 52. 23.6 23.5 23.2 26.8 28.4 34.7 42.0 43.0 45.0 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 50.0 2004 2005 2006 2007 2008 2009 2010 2011 2012 inmonths The CMO tenure Big Insights Purposeful Positioning Total Experience
- 53. Big Insights Purposeful Positioning Total Experience Engineer less — Engage more @marketing2020EB
- 54. Engage internally 72 43 47 84 60 63 40 50 60 70 80 90 I am proud of my brand’s purpose In our company we ensure that all employees are fully engaged with our brand purpose We continuously engage our consumers and customers around our brand’s purpose Under Perform Overperform Big Insights Purposeful Positioning Total Experience 54
- 55. ‘Googliness’ Big Insights Purposeful Positioning Total Experience
- 56. Full week training & PDP Big Insights Purposeful Positioning Total Experience
- 57. $2,000 “Leave Now” check Big Insights Purposeful Positioning Total Experience @marketing2020EB
- 59. 49% 59% Underperformer Overperformer “Local marketing understands the global strategy” “It’s clear what the strategy is for the brand I’m working on” 59 56% 70% Underperformer Overperformer Understanding the strategy Big Insights Purposeful Positioning Total Experience
- 60. “I support the global strategy of the brand I am working for - % AGREE” EVP VP/MD Manager Other Global 83% 80% 83% 82% Regional 72% 74% 75% 73% Local 66% 64% 63% 56% Big Insights Purposeful Positioning Total Experience Communicate, Communicate …
- 61. Big Insights Purposeful Positioning Total Experience Orchestration & Integration
- 62. Founder — Chief Experience Officer Big Insights Purposeful Positioning Total Experience
- 63. Collaborating more closely with IT, Finance and HR % Always 18 14 3029 26 40 10 15 20 25 30 35 40 45 50 Marketing works closely with IT Marketing works closely with HR Marketing works closely with Finance Under Perform Overperform
- 64. SVP Marketing and IT
- 65. CMO and Head of HR
- 69. Content & creative services Big Insights Purposeful Positioning Total Experience
- 70. Big Insights Purposeful Positioning Total Experience 58%
- 71. More agencies % that works with more than 5 agencies 33 53 20 25 30 35 40 45 50 55 60 # agencies Under Perform Overperform Big Insights Purposeful Positioning Total Experience
- 72. Big Insights Purposeful Positioning Total Experience From Global to Networked
- 73. From Local to Communities Big Insights Purposeful Positioning Total Experience
- 74. Big Insights Purposeful Positioning Total Experience Building Marketing capabilities drives growth
- 75. Capabilities have the strongest correlation to revenue growth, brand health and MROI Growing marketing excellence 24 26 15 42 52 50 10 20 30 40 50 60 Consumer Understanding & Insights Brand Positioning Brand Strategy Underperform Big Insights Purposeful Positioning Total Experience 75
- 76. From Digital Marketing to Marketing in a digital Age
- 77. Big Insights Purposeful Positioning Total Experience
- 78. Lead by example Big Insights Purposeful Positioning Total Experience
- 79. CMO Round Table: Organizing for Growth Big Insights Purposeful Positioning Total Experience
- 81. What are you doing to prepare clients and colleagues for this new world order? info@marketing2020.org
- 82. How do you move your teams from Big Data to Big Insights? info@marketing2020.org
- 83. How do you best engage the CEO … and the rest of the organization? info@marketing2020.org
- 84. How different will your marketing organization look 5 years from now? info@marketing2020.org
- 85. What are potential traps for CMOs in driving such aggressive change? info@marketing2020.org
- 86. What’s Next?
- 87. What’s Next? • Marketing2020 CMO Round Tables in NYC, Chicago, LA and Las Vegas (CES) • Benchmarking: Marketing2020 PulseCheck • In-Company M2020 workshops • Brand Purpose Round Tables • Marketing Excellence Round Tables • Organization Round Tables Contact: nprimola@ana.net
- 88. What’s Next?
- 89. What’s next for YOU? Top Marketing2020 CMO Priorities 1. Lead by example in a digital world 2.Engage the total organization 3.Inspire and empower vs. control 4.Ensure brand consistency throughout 5.Build marketing capability