42. “In the coming decade, marketing will
be re-engineered from A to Z.
Marketers will need to rethink,
fundamentally, the processes by which
they identify, communicate and deliver
customer value.”
Philip Kotler, 1999
Kotler on Marketing
43. What has changed for marketing?
1.
Evolution of
customer
relationship
2.
Democratization
of content &
experiences
3.
Marketing’s
evolution in the
business
44. The disruption of digital…
“Relationship” expectations
have changed
Loyalty is to the approach -
not the product
1. The relationship has evolved…
45. The slow death of “reach
and frequency”
The ease of publishing
fosters “small marketing”
It’s the power AND the risk
of maintaining a brand
audience
2. Democratization of content experiences
46. Evolve beyond organizing
by technology & channels
Marketing must be the
strategic differentiator
We must adapt to create
value, not just describe it
3. Marketing’s evolution in the business
47. “The purpose of business is
to create a customer. The
business enterprise has
two - and only two - basic
functions: marketing and
innovation.
Marketing and innovation
produce results; all the rest
are costs. Marketing is the
distinguishing, unique
function of the business.”
Peter Drucker, 1954
48. Nothing & Everything Has Changed
Marketing doesn’t change content’s purpose.
Content changes marketing’s purpose.
We delight and build audiences as a means
to evolve customers.
We not only describe value, we create it.
49. What Have We Learned?
Culture is still having breakfast.
But lunch may be coming.
Silos suck. But content-as-a-
function can unify
9 out of 10 “do content” but 3 out
of 10 feel good about it
Lack of strategy and a process is
single biggest gap 60% vs. 7%
50. “If you can’t describe what your
doing as a process, you don’t
know what you are doing.”
- W. Edward Deming
54. Don’t Plan A Campaign - Create A Movement
INSPIRE: because facts don’t
change beliefs
RECRUIT: one house, one street,
one neighborhood, one city…
PLAN: you’re building a product,
not a project
56. Organize: Time To Focus The Effort
DEFINE: if it’s not real, it can’t be
managed
WRITE: Document it. Refer to it
frequently
CREATE: the process for content-
driven experiences
57. Organize: Time To Focus The Effort
One leader
Central, dedicated team
Aligned to demand-gen
Media lab team
Creates content
Innovation focused
Small team
Runs single content initiative
Focused on data and insight
59. Manage: The Product of Content
If you start here, you’ll already be behind.
MAP: stories and experiences. Simplify.
Reduce content. (yes really)
BUILD: content products, not campaigns
OPERATE: like a media company, not like an
internal agency
61. Measure: Content, Not The Teams
ASSESS: experiences. Don’t mistake the
progress toward a goal, for success of the
platform
EVALUATE: experiences in context, not
separately.
BALANCE: your portfolio as you would
any investment
62. How Many Steps In Your Buyer’s Journey?
X100
2,800 km
X50
3,400 km
It is infinite.
Stop mapping every step to
content. You won’t. And can’t.
Instead, be remarkable at a
few strategic touch points.
Simplify.
63. The Buyer’s Journey Is Not A Guided Tour
Awareness Experiences
(Feed interests and passions)
Nurturing Experiences
(Build trust and change beliefs)
Loyalty Experiences
(Illuminate shared values)