Should marketing have more art or more science? Both! These aren't an either/or proposition. Modern marketing is about combining the best of left-brain analytics and right-brain creativity to deliver compelling customer experiences.
This presentation introduces the hybrid "marketer scientist" -- an ideal blend of storyteller, data analyst, brand champion, experimentalist, experience designer, technologist, change agent, and system thinking. Of course, not everyone needs to be an expert in ALL of those. But all marketers should be willing to embrace them, and the modern marketing organization must find a way to synthesize them with a balanced team.
19. 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:
28. The timeframes in which
marketing decisions are made
are collapsing.
29. “Real-time marketing is the ability [to
delight] your audience or customer into
engaging with your brand around a
shared moment.”
Linda Boff, Executive Director
Global Brand Marketing
GE
Digiday, May 2, 2013 — http://www.digiday.com/brands/ges-take-on-real-time-marketing/
34. “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
68. Marketing can blend
art and science together to achieve
meaning, truth and money.
Not only is this
possible, this is
future of business.
69. Marketing can blend
art and science together to achieve
meaning, truth and money.
Our new generation of customers
and employees seek more meaning.
70. Marketing can blend
art and science together to achieve
meaning, truth and money.
The connected customer
ecosystem reveals truth
(whether we like it or not).
71. Marketing can blend
art and science together to achieve
meaning, truth and money.
Of course, we still need
to make money.
80. – Bob Garfield
Editor-at-Large
Mediapost
Mediapost, May 6, 2013 — http://www.mediapost.com/publications/article/199655/there-is-no-place-to-hide.html
“Enforced transparency — your every
action and inaction searchable on
Google in perpetuity.”
91. “Every single customer experience is
a brand moment of truth.”
Steve Cannon, CEO
Mercedes-Benz USA
92.
93. Customer
Analytics
Customer
Experiences
Customer
Communications
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.