Mass marketing is proving less and less successful. Companies are faced with rapid market change and consumers that gather robust information and seek “better, faster, cheaper” above brand loyalty.

1. Building the Just-in-Time
Marketing Organization
May 2016
Research highlights the practices of
effective marketing organizations

2. 2
“AWARENESS MARKETING” IS LESS RELEVANT TO CONSUMERS
Marketing content gets old fast—new solutions are needed
Copyright © 2016 Accenture All rights reserved.
Mass marketing is proving less and less
successful. Companies are faced with
rapid market change and consumers that:
Consumers said the number
of brands they consider before
making a purchase has increased
significantly over the past 10 years*
Consumers more likely
to switch providers today
compared to 10 years ago*
Source: Just-in-time marketing CMO survey, Accenture 2015
56%
46%
Gather robust information
about any product or
service of interest
Seek “better, faster,
cheaper” above brand loyalty

3. 3
REACHING THE RIGHT CONSUMER—RIGHT TIME, RIGHT MESSAGE
Just-in-time marketing tackles overproduction and wasted effort
Copyright © 2016 Accenture All rights reserved.
Our survey of chief marketing officers found:
Marketing waste is quantifiable,
represents more spend than
you think and needs to be
tackled urgently
Top tier marketing
organizations address
marketing waste far more
effectively than their peers
Just-in-time marketers
tend to grow faster than
their peers
Just-in-time marketers
behave and operate
differently from their peers

4. 4
EXTENT OF WASTED MARKETING EFFORT IS WORRYINGLY VAST
Marketing waste is quantifiable, represents more spend than you think and needs urgent action
Copyright © 2016 Accenture All rights reserved.
Source: Just-in-time marketing CMO survey, Accenture 2015
Fewer than 20% of the
individuals that marketers
reach are the right
customers for the product or
service on offer
20%
Hundreds of billions of dollars
may be wasted annually on
out-of-market customers
worldwide
US$600 billion
Companies around the
world collectively spent
an estimated US$600 billion
on advertising in 2015

5. 5
TOP TIER MARKETERS BETTER ADDRESS MARKETING WASTE
Just-in-time marketers exhibit “waste-conscious” attitudes and mind-sets
Copyright © 2016 Accenture All rights reserved.
Over the long term, these
inefficiencies can cost money
and customers. So I make sure to
put a lot of effort in to fix this.
CMO, large UK-based retailer*
Which of these statements best represents your attitude
towards inefficiencies incurred by various marketing activities?
Source: Just-in-time marketing CMO survey, Accenture 2015
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Just-in-time marketers Everybody else
Make a large
effort to minimze
Eliminating is one of
my highest priorities
Make a large
effort to minimize
Eliminating is one of
my highest priorities
What sets just-in-time marketers apart?
• More customer knowledge
• Better channel capabilities
• Greater marketing agility

6. 6
JUST-IN-TIME MARKETERS TEND TO GROW FASTER THAN THEIR PEERS
Effective and efficient marketers gain a competitive advantage
Copyright © 2016 Accenture All rights reserved.
% reporting greater than 26%
1-year growth than peers
0%
5%
10%
15%
20%
25%
30%
35%
40%
Just-in-time marketers Everybody else
% reporting greater than 26%
3-year growth than peers
0%
5%
10%
15%
20%
25%
30%
35%
40%
Just-in-time marketers Everybody else
Just-in-time marketing relates to improved financial performance and better business outcomes.
Source: Just-in-time marketing CMO survey, Accenture 2015

7. • Embed marketing digital and
analytics capabilities and talent
throughout their organizations
• Leverage centers of excellence
for digital and analytics skills
• Independently choose or invest
in their own IT solutions
7
JUST-IN-TIME MARKETERS BEHAVE AND OPERATE DIFFERENTLY
Just-in-time marketers distinguish their approach to marketing initiatives from their peers
Copyright © 2015 Accenture All rights reserved.
What do just-in-time marketers do differently? How do just-in-time marketers
operate differently?
0%
10%
20%
30%
40%
50%
60%
70%
Just-in-time marketers Everybody else
% reporting very high integration of digital and
traditional marketing initiatives
40% difference
Just-in-time marketers are more
likely than their peers to:

8. 8
ABOUT THE RESEARCH
Accenture Institute for High Performance research
Copyright © 2016 Accenture All rights reserved.
We sought to quantify marketing
inefficiencies and identify marketing
attitudes and behaviors:
INDUSTRIES REPRESENTED
Source: Just-in-time marketing CMO survey, Accenture 2015
Telecommunications
Electronics & High Tech
Wealth & Asset Management
Banking
Media & Entertainment
Hospitality & Travel
Retail
Consumer Goods & Services
Insurance
Utilities
Spain
Brazil
Canada
Japan
Germany
Italy
China
United States
United Kingdom
France
India
COUNTRY HEADQUARTERS REPRESENTED
532 chief marketing officers
Survey conducted September
to November 2015
11 countries and 10 industries,
all with reported revenues of
more than US$1 billion

9. 9
CONTACT US
Copyright © 2016 Accenture All rights reserved.
RELATED READING
Ivy Lee
Research associate
ivy.lee@accenture.com
Paul F. Nunes
Global Managing Director
paul.f.nunes@accenture.com
Joshua Bellin
Research Fellow
joshua.b.bellin@accenture.com
Building the Just-in-Time
Marketing Organization
https://www.linkedin.com/company/accenture_institute
https://twitter.com/accentureinst

10. 10
About Accenture
Accenture is a leading global professional services company,
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About Accenture Institute for High Performance
The Accenture Institute for High Performance develops and
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