Every company is chasing a rapidly changing customer at a relentless pace. This means that any organisation that is serious about their marketing needs to transform their marketing fast.
Here are the top ten Marketing Transformation Trends that we encounter and address at Flock:
1. How do we get a single view of our customer?
Joining together databases, social feeds and customer service to develop more personalised products, services and communications should be at the top of many marketers’ marketing transformation agenda. The gulf between the good and bad is widening.
2. How can we produce more, better content marketing?
The new age demands new content marketing skills. This changes processes, crosses departments, requires new ‘content factories’ and content in new formats and for new channels. You can read more here.
3. How do we use data to drive our marketing?
“Data, data everywhere and not an insight to be found.” You know there is ‘gold’ in the data, but how do you extract it? How do you join it up? This is a massive issue for those who wish to transform their marketing. You can read about how to measure integrated marketing better here.
4. How do we seamlessly integrate all aspects of our marketing?
This is a growing issue for most marketers as they just cannot get all the ‘bits’ to work together. One marketing director we know well called themselves ‘chief joiner of dots.’ A marketing transformation plan to change the game will be needed. Read more here.
5. How do we do more marketing for less money?
As an issue this is always top of mind. In fact, as marketing complexity grows, and the volume of marketing required increases it is becoming an even larger concern. You can read more about how to transform your marketing budget with integrated marketing procurement skills here.
6. How do we improve customer experience?
To transform your marketing and create great Customer Experience you will need to map customer journeys and identify pain and pleasure points. Then the hard work of improvement can begin. Read more here.
7. How do we improve marketing agility?
Are your consumers and competitors moving faster than you? How can you transform your marketing processes to speed up and become more nimble? We do a lot of work rebuilding processes or fast tracking projects with workshops. You can read more here.
8. How do we use marketing technology better?
Too few marketing departments have an in-house marketing technologist to show them the benefits of the transformational power of marketing technology. This may also explain why so many marketing technology implementation projects fail. You can read how to avoid these pitfalls here.
9. How do we change our way of working with our agencies?
Many agency relationships, contracts and scopes of work were designed in a different age. Many are just not fit for purpose and a major part of any marketing transformation project is working with your agencies to find new ways of working and new engagement models.
10. How do we simplify our marketing structures and processes?
Marketers are very good ‘adders’ – “we’ll add a department for mobile, we need some new research, we need a new agency,” and not very good ‘subtractors’ – “We can put these departments together, we can consolidate our agency roster, we can use technology to simplify our customer experience.” One of our golden rules is that you can only add one thing if you take two things away!
If you know you should transform your marketing and you are asking yourself some of the questions above, do contact us here for a cup of coffee and some free advice.
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