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
- About This eBook
- Title Page
- Copyright Page
- Contents
- Dedication Page
- About the Author
- Introduction
-
Part I: What’s Changed?
-
1. The 4 P’s Are Passé
- Power Has Changed Hands
- How Has the Brand/Customer Relationship Changed?
-
New Competitors + More Noise = Need for Relevance
- Noise Levels Are Increasing
- Digital Has Changed the Game Marketers and Consumers Are Playing
- How Has the Changing Media Landscape Changed the Marketer’s Role?
- How Media Disruption Has Impacted Marketers
- A Fragmented, “Transmedia” Landscape
- Things Are a Lot Harder Than They Were Back in the 1990s
- It’s Not All Bad...
- How Does the “Flood” of Customer Data Impact the Marketer’s Role?
- The Democratization of Your Brand
- Not Everything Has Changed: The Fundamentals Remain the Same
- The New Customer Contract: Authenticity, Relevance, and Transparency
- How ART Will Impact the Future of Marketing
- Endnotes
- 2. What Is a Customer Journey, and Why Does It Matter?
-
1. The 4 P’s Are Passé
-
Part II: How Are Companies Coping?
-
3. How Are Companies Doing Right Now?
- The Marketer’s Expanding Role: Confusion on Next Steps
- Internal Structures Are Beginning to Change
- Collaboration Is Key
-
Marketing Is Under Pressure to Increase Speed
- 1. Customers Expect Responses to Queries Far More Quickly
- 2. Customers Reward Marketing Campaigns That Are Closely Linked to Developments in the World Around Them
- 3. New Platforms Reach Maturity (and Huge User Bases) More Quickly Than Ever
- 4. Data and New Measurement Methodologies Quickly Give Marketers Usable Insight into Campaign Success
- How Are Marketers Beginning to Increase the Speed?
- Media Fragmentation Is Tough to Deal With
- Delivering a Consistent Brand Message Is Increasingly Challenging
- Most Companies Are Not Fully Leveraging Customer Data for Better Customer Insight
- A Long Way to Go—But There’s Increasing Clarity on the Route to Take
- Next Steps
- Endnotes
-
3. How Are Companies Doing Right Now?
-
Part III: Building for The Future
- 4. Brand Management and Storytelling
- 5. Getting Your House in Order: How Internal Buy-In Impacts External Marketing
- 6. How an Evolved Internal Structure Drives Authentic, Relevant, and Transparent Marketing
-
7. Data for Relevance and Agility
- Importance of Data and Science
- Setting Up for Data
-
The Benefits One Can Expect from a Comprehensive, Forward-Looking Approach to Data Management and Analysis
- Better Understanding for More Relevance
- Finally, a Replacement for Focus Groups
- Enhanced Relevance: Building Better Campaigns—and Better Products
- Examples of Brands Using Data for Better Marketing
- Data for More Agility: Insight at Speed for On-the-Fly Campaign Evolution
- Data is not a miracle cure. There are limits to its utility.
- Allowing Data to Replace Creativity
- Are We Headed for a Data Drought?
- Avoiding Creepiness
- Conclusions
- Endnotes
- 8. Why Multichannel Matters
- 9. Content Marketing to Drive Engagement
- 10. The Imperative—and Opportunity—of Conversation
- Part IV: A Proposed New Department
- Index
- Acknowledgments
Product information
- Title: The Future of Marketing: Strategies from 15 Leading Brands on How Authenticity, Relevance, and Transparency Will Help You Survive the Age of the Customer
- Author(s):
- Release date: June 2015
- Publisher(s): Pearson
- ISBN: 9780134084572
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