This year’s Adweek will once again see some of the industry’s finest come together to share their views and expertise on marketing. On the agenda are topics such as the future of data, 24hour connectedness, the role of young talent, branded content, etc., and even the church is getting involved! There is myriad of different talks and shows.
But what none of them are telling you is that changing these individual parts of your marketing ecosystem bit by bit will probably cause more disintegration and inefficiencies than it will do good.
It is the entire way you do and think about your marketing that fundamentally needs to be transformed – not a piecemeal approach. Only then can all the individual parts fall into place.
Adweek may share some killer insight, may have attracted the coolest speakers, and they may tell you “What to do”, but where will you find the “How to do it”? Who is going to show you how to transform your marketing ecosystem?
Is anyone speaking about Marketing Transformation as a topic? No.
Effective marketing transformation is based on four interdependent disciplines that need to be addressed together.
1) Marketing Operation Design:
- Do you have the right department design, the right profiles and people on your teams?
- Do your existing teams and new-joiners know what the company is about, what the brand/s stand for, how things work, what campaigns are on etc.? Create inspiring and motivating induction programs (about the Company, People, Processes, the brand(s), IT and tools, agencies, contact numbers, etc). Put in place regular and basic communication of what projects are going on, with what purpose, why, when they will be complete, who has just joined and why, etc.
- Create an Integrated Marketing Process, communicate it and train the teams; Directors and Business Units, Staff, Agencies, Tech Vendors…
- Build Integrated Marketing Plans that span all marketing disciplines, as well as Integrated Marketing Toolkits for all teams, agencies and overseas offices. Annual marketing planning and budgeting should always be based upon bottom up plans, driven by the needs of the consumer.
- Always carry out a Wash-Up meeting after campaigns and projects to analyse and share the learning:
- Develop effective and consistent campaign management tools i.e. what do we measure on all campaigns, how do we use the insight to improve effectiveness and efficiency?
- Communication and training on Measurement & Evaluation tools and techniques.
2) Marketing Capability Assessment:
- Build your marketing capabilities strategy. Gain alignment and decide how you will deliver it.
- What skills will your teams require to imagine, build and execute the marketing that your consumers will want over the next 3 years?
- Conduct regular skills audits and professional development plans for all marketing staff on their core craft skill (courses, seminars etc.).
- Develop integrated campaign briefing formats, specific marketing channel briefing formats and train your teams on how to use them.
- Train teams on judging creative work and giving constructive feedback, and for the teams that work closely with agencies run a ‘managing agencies training workshop’.
3) Marketing Procurement Delivery:
- Design your ideal marketing ecosystem design to deliver what your consumers will require in 3 years.
- Always apply best practice methods when appointing and managing your agencies, even when parting with a vendor.
- Create world class tender documentation, process & training, including “selling/positioning the tender”.
- Do you have sustainable resources in procurement (formats & training to do basic agency screenings)? Do you have a supplier strategy and management (reviews, appraisals etc.)?
- Do you have the right production optimisation strategy? The right marketing technology strategy?
4) Marketing Project Management:
- How are you ensuring that your teams and management are aligned around your brand proposition? Your marketing strategies? Go to market plans? Integrated marketing campaigns?
- Do you have your customer journey mapped out? What is your content strategy? How do you ensure that your measurement and evaluation is neutral and unbiased?
So enjoy Adweek, it will be amazing and will give you hundreds of ideas. When you actually want to make them happen – when you want to transform your marketing and integrate it into one seamless ecosystem – give us a call.
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