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The Future of Marketing: Strategies from 15 Leading Brands on How Authenticity, Relevance, and Transparency Will Help You Survive the Age of the Customer

Book Description

Reinvent marketing for your radically new environment: smarter, faster, more agile, more customer-driven! In this "by marketers, for marketers" primer, Nicholas Johnson offers evidence-based guidance for transforming what you do, and how you do it.

The Future of Marketing shows how to anticipate and respond to relentless change in channels, media options, organizational relationships, technologies, markets, products, services – and most important of all, customers. Johnson investigates each key emerging trend marketers are facing, from shifting customer expectations and fragmenting media landscapes to the challenge of synthesizing vast troves of data into actionable knowledge. He explains how these trends are eradicating ‘marketing’ as we know it, and helps you respond by refashioning organizational structures, marketing campaigns, marketer roles, and much more.

You’ll learn how to:

¿ Move from "campaigning" to storytelling and authentic conversations

¿ Achieve true ‘real-time marketing" and greater agility throughout the marketing function

¿ Migrate from big TV buys to a pervasive multi-channel/omni-channel approach

¿ Accelerate marketing processes, eliminate bureaucracy, and optimize agility

¿ Mitigate risk when everything’s moving at lightspeed

¿ And much more

Johnson supports his recommendations by taking you behind the scenes with some of the world’s top marketing teams, at companies including L’Oreal, Old Navy, Time Warner, Adidas, HP, McDonalds, Wells Fargo, and Universal. These highly-successful marketers have recognized that they too must change to flourish in a radically new environment. Johnson shows how they’re planning and executing those changes – and how you can, too. Whether you’re a marketing executive, strategist, or manager, The Future of Marketing offers what your organization needs most: a clear path forward.

Table of Contents

  1. About This eBook
  2. Title Page
  3. Copyright Page
  4. Contents
  5. Dedication Page
  6. About the Author
  7. Introduction
    1. Who Is It For?
    2. Research and Development
    3. A Note on Contributors
  8. Part I: What’s Changed?
    1. 1. The 4 P’s Are Passé
      1. Power Has Changed Hands
      2. How Has the Brand/Customer Relationship Changed?
        1. A Brief History of Online Marketing
        2. A Free Loudspeaker for All!
      3. New Competitors + More Noise = Need for Relevance
        1. Noise Levels Are Increasing
        2. Digital Has Changed the Game Marketers and Consumers Are Playing
        3. How Has the Changing Media Landscape Changed the Marketer’s Role?
        4. How Media Disruption Has Impacted Marketers
        5. A Fragmented, “Transmedia” Landscape
        6. Things Are a Lot Harder Than They Were Back in the 1990s
        7. It’s Not All Bad...
      4. How Does the “Flood” of Customer Data Impact the Marketer’s Role?
        1. From Art to Science
        2. More Data = More Accountability
      5. The Democratization of Your Brand
        1. Your Customers Have More Choice and Power
        2. Backstory Is More Important Than Tagline
        3. The Impact of the Global Financial Crisis
        4. Brand Is a Conversation Between Companies and Their Customers
      6. Not Everything Has Changed: The Fundamentals Remain the Same
        1. ART Means Major Changes Must Be Made
      7. The New Customer Contract: Authenticity, Relevance, and Transparency
        1. The New Customer Contract: Authenticity
        2. The New Customer Contract: Relevance
        3. The New Customer Contract: Transparency
      8. How ART Will Impact the Future of Marketing
      9. Endnotes
    2. 2. What Is a Customer Journey, and Why Does It Matter?
      1. The Customer Journey Means Expanded Roles
      2. Endnotes
  9. Part II: How Are Companies Coping?
    1. 3. How Are Companies Doing Right Now?
      1. The Marketer’s Expanding Role: Confusion on Next Steps
      2. Internal Structures Are Beginning to Change
      3. Collaboration Is Key
        1. Departure Lounge
      4. Marketing Is Under Pressure to Increase Speed
        1. 1. Customers Expect Responses to Queries Far More Quickly
        2. 2. Customers Reward Marketing Campaigns That Are Closely Linked to Developments in the World Around Them
        3. 3. New Platforms Reach Maturity (and Huge User Bases) More Quickly Than Ever
        4. 4. Data and New Measurement Methodologies Quickly Give Marketers Usable Insight into Campaign Success
      5. How Are Marketers Beginning to Increase the Speed?
      6. Media Fragmentation Is Tough to Deal With
        1. Things Are Changing Fast
        2. Marketers Must Mix Paid, Earned, and Owned Channels
      7. Delivering a Consistent Brand Message Is Increasingly Challenging
        1. The Speed with Which Channel Fragmentation Is Taking Place Is a Challenge All Its Own
      8. Most Companies Are Not Fully Leveraging Customer Data for Better Customer Insight
      9. A Long Way to Go—But There’s Increasing Clarity on the Route to Take
      10. Next Steps
      11. Endnotes
  10. Part III: Building for The Future
    1. 4. Brand Management and Storytelling
      1. Managing a Brand in Collaboration with Customers
        1. Experience Supersedes Logo
        2. Brand Is How a Company Acts As a Corporate Citizen
      2. How Can Brand Storytelling Help?
        1. This Isn’t a New Coat of Paint—It’s Deeper Than That
      3. How Can You Build Storytelling into Your Marketing Campaign?
      4. The Battle Between Art and Science Isn’t Over Yet
      5. Endnotes
    2. 5. Getting Your House in Order: How Internal Buy-In Impacts External Marketing
      1. Consistent Experience Across Multiple Channels Is Hard but Essential
        1. Transparency Makes Consistency Essential
        2. Build Your Corporate Onion
      2. Internal Is Where This All Begins
        1. Step 1: Build from the Ground Up, Not the Top Down
        2. Step 2: Build a Clear Role for the Individual and Highlight the Benefits of That Role
        3. Step 3: Immerse Your Employees in the Journey to Reassure Them
        4. Step 4: Focus on the Long Term, Not the “Year of Customer Experience”
      3. Endnotes
    3. 6. How an Evolved Internal Structure Drives Authentic, Relevant, and Transparent Marketing
      1. The Chief Marketing Officer’s Evolution
        1. From Part of the Matrix to a Leadership Role
      2. Why a Centralized Marketing Community Is Critical
        1. Should Marketing Expand Itself Out of Existence?
        2. Splitting the Marketing Department
        3. New Roles and Responsibilities
      3. Focus on Agility
        1. Why IT, Data, and Marketing Departments Need to Work Together
      4. Breaking Down Silos for a More Comprehensive Customer Picture
        1. Unification of Information
        2. Internal Data
        3. Uniformity of Response
      5. Endnotes
    4. 7. Data for Relevance and Agility
      1. Importance of Data and Science
        1. 1: The Scale Is Incredible
        2. 2: The Opportunity Is Enormous—and the Imperative Is Unavoidable
        3. 3: You’re Now Competing with Digital Natives
        4. 4: Data Helps You Spot Problems
      2. Setting Up for Data
        1. 1: Hiring the Right People and Evolving the Marketer’s Role
        2. 2: Build the Right Organizational Model
        3. 3: Set Clear Goals Aligned to Overall Corporate Goals
        4. 4: Find the Signal in the Noise
      3. The Benefits One Can Expect from a Comprehensive, Forward-Looking Approach to Data Management and Analysis
        1. Better Understanding for More Relevance
        2. Finally, a Replacement for Focus Groups
        3. Enhanced Relevance: Building Better Campaigns—and Better Products
        4. Examples of Brands Using Data for Better Marketing
        5. Data for More Agility: Insight at Speed for On-the-Fly Campaign Evolution
        6. Data is not a miracle cure. There are limits to its utility.
        7. Allowing Data to Replace Creativity
        8. Are We Headed for a Data Drought?
        9. Avoiding Creepiness
      4. Conclusions
      5. Endnotes
    5. 8. Why Multichannel Matters
      1. You’ve Got to Spread Yourself Thin
        1. Work out Which Channels Are Worth the Money to You
        2. Define How to Use Channels Appropriately
        3. You’ve Got to Make Sure That Channels Work in Some Form of Harmony
      2. Multichannel As a Foundation
      3. Endnotes
    6. 9. Content Marketing to Drive Engagement
      1. Create Content of the Requisite Quality
      2. Relevance: Appealing Directly and Engagingly to Your Customers
        1. Content That Is Useful
        2. Content That Is Entertaining
      3. Disseminate Content in the Right Way
      4. Measure Impact and Track Success
      5. Endnotes
    7. 10. The Imperative—and Opportunity—of Conversation
      1. How Conversation Drives Authenticity
        1. Conversation Isn’t Optional
        2. Set Up for Social
      2. 7 Elements of Successful Conversational Marketing from Brands Who’ve Done It Well
        1. 1: Strike a Chord That Appeals
        2. 2: Be Ready to Listen
        3. 3: Get Everyone Singing from the Same Hymn Sheet
        4. 4: Ensure That Data Has Been Shared and Silos Have Been Eradicated
        5. 5: Expose the “Latently Happy”
        6. 6: Don’t Just Talk about Your Products
        7. 7: Don’t Cause a Scene
      3. Endnotes
  11. Part IV: A Proposed New Department
    1. 11. The Marketing Department of the Future
      1. How Will Companies Deliver on ART?
        1. 1: The Marketing Department Will Put Customer Experience at the Center of Its Operations
        2. 2: A Simple Structure to Enhance Agility
        3. 3: New Skill Sets for a New World
        4. 4: The Walls between Employees and Customers Come Down
      2. Final Conclusions
      3. Endnotes
  12. Index
  13. Acknowledgments