Guest Post: SAP CMO Jonathan Becher - On Turbocharging Business Results Through Marketing Insights

Jonathan_becher2Jonathan Becher is one of the most tech savvy corporate CMOs today; one listen to my first conversation with him, and that much will be crystal clear.

And like me, he's a firm believer that distinction between B2B and B2C marketing are now non-existent – and that now more than ever, B2B marketers had better wake up that fact and start marketing to business audiences the way, say, Coca-Cola and others market to consumers.

In this GEN WOW guest post, Becher explores the power of marketing intel in achieving blockbuster business results.

Turbocharting Business Results through Marketing Insights

When apparel retailer Gap releases a new clothing design, marketing analysts look to a key customer segment as an early indicator of the product’s popularity: the people who work in its stores. “Our employees are also our target audience, so we know quickly by those first-day employee purchases if we have a hit on our hands,” said Seth Farbman, Gap’s global CMO. Based on those early results, marketing can rapidly adjust promotional campaigns or merchandising can change the mix of inventory in stores to accommodate anticipated demand. “The data is irrefutable because it’s real,” says Farbman.

The constant flow of information across a business has created an opportunity to increase the pace of decision making, to observe and react in the moment – just like humans do. Marketers are looking beyond examining historical data to predict the future. Instead, they are turbocharging the analysis of real-time data from a variety of sources, including social media and website activity, to deliver personalized in-the-moment engagement, promotions, and, ultimately, sales.

Capitalizing on insights is one of five key responsibilities that marketers must embrace to transform the marketing function into a strategic business driver. Here are four key foundational elements you will need to put in place to capture – and act on – insights in real time:

Plan for spontaneity. The foundation for Oreo’s seemingly spontaneous ‘Dunk in the Dark’ tweet during the blackout at this year’s Super Bowl was laid well in advance. Parent company Mondelez created 78 dashboards to capture social media conversations about the Super Bowl and the Mondelez brands that were advertising on the broadcast. Shortly after the power went out at the Superdome, analysts noticed the chatter on Twitter and Facebook had shifted to the blackout. Within minutes, Oreo’s digital agency had created a snappy post, which generated 15,000 retweets on Twitter and 5,500 shares on Facebook.

Accelerate your analytics. Real-time marketing requires real-time decision making, not just big data. Businesses are looking for ways to reduce the time between collecting the data and acting upon it. Procter & Gamble, for example, has invested in a “visually immersive” data environment, called Business Sphere, which delivers constant streams of business intelligence to employees around the globe. Ask yourself whether you’re focusing on warehousing your data or capitalizing on the insights it contains.

Curate content, not just collateral. Research from technology publisher IDG found that IT professionals typically consume five pieces of content, created by or on behalf of the vendor, before they speak with a sales representative. But those pieces of content can’t be the same; they must match the buyers’ needs at a given moment. For example, someone who posts a query on a community site about cloud technology will likely balk at an immediate sales pitch – but appreciate a link to a blog post that talks about overall trends and best practices. Early-stage content builds credibility – and possibly an opportunity to engage more directly down the road.

Know your customer before they are your customer. Customers have more choice than ever before, are better informed than ever before, and their opinions count more than ever before. Customers spend 50% of their time researching online and 70% of their decision making is complete before they speak to a sales person. If you are waiting for them to walk in your store or meet with a sales rep, you are too late. To make matters worse, 80% of customers have reversed a purchase decision based on a negative review. Imagine the impact a company can make on its bottom line if it understands the customer and start creating an experience for them earlier in the cycle.

Are you still marketing based on last month’s reports or are you ready for real-time? I look forward to your comments. 

Join Jonathan and other senior agency- and client-side marketers to talk about this topic and more at our new GEN WOW LINKEDIN GROUP.

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Coca-Cola Makes Billboards Personalized Via Geofence Technology (Video)


In my book THE ON-DEMAND BRAND, I look at how MINI has created similar experiences to this using RFID chips in driver key fobs.

Here, Coca-Cola accomplishes it via geofencing.

But the fact that users have to download a mobile app in hopes of being greeted as they drive by a billboard makes this seem less compelling.

What's your view?

How are you using personalization + location in consumer-facing communications?

Read more about the initiative, here.

 

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Digital & The New Consumer (Infographic)

HWW Digital and the New Consumer_InfographicThis is an interesting new infographic from Havas Worldwide; which kind of digital shopper are you? What about your customers?

 

 

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Game of Knowns: 'Data Dealer' Game Makes Marketers' Data Collection More Transparent(ly Outrageous) (Video)

 

However much you may hate the idea of the NSA spying on you, this game drives home how Big Data is enabling the surveillance economy's real Big Brother.

Namely, Big Business.

As the New York Times reports, a group of developers in Austria has launched an online game called Data Dealer that aims to make the business of consumer profiling more transparent - hopefully opening up a lot of eyes in the process.

The idea: amass and sell fictional profiles with personal details from names and social security numbers, to dietary habits and sexual orientation, and then sell it all to the highest bidders. As the game puts it, "Privacy? Screw that!"

The developers are even raising money on Kickstarter to finance a new version that lets users play against each other - and hack each other's database to steal their trove of profiles. Or, in the vernacular of the game: "Legal? Illegal? Whatever."

In my book, THE ON-DEMAND BRAND, I argue that while technology increasingly enables us to market down to granular levels of consumer profiling - even to the proverbial "niche of one" - society at large has a responsibility to make the decision to use the technology very carefully, as do we as marketers.

As is clear in recent headlines, this is not a philosophical debate about speculative scenarios. It's here, it's now, and it's happening today.

Consumer backlash will no doubt pressure brands to course-correct in some instances - though government regulation like the kind being put forward by the Federal Trade Commission - may be required to stem more insidious practices.

Digital technologies can offer tremendously powerful ways to enhance the brand experience - forever transforming the way consumers interact and transact with the brands they know and trust.

The operative word here is "trust." Trust built on the recognition that brands exist for consumers, not the other way around. And on values that respect and transparency.

Watch the YouTube trailer above, read the New York Times piece, and then, if interested, play the game yourself.

Time will tell if it starts a conversation that's long overdue.

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Interview: AKQA CEO Tom Bedecarré (Conclusion) - Alternate Reality Games, Location-Based Marketing & Targeting

OD_Tom_Bedecarre_AKQA

In the conclusion of this source interview for my book, THE ON-DEMAND BRAND, AKQA CEO Tom Bedecarré offers his view of alternate reality games (ARGs), social media, location-based marketing and that most controversial of issues: targeting.

CLICK HERE to listen to: Tom Bedecarré, CEO, AKQA (Conclusion): ARGs, Social Media, Location-Based Marketing & Targeting

 

 

(Approx. 5:45)


Interview: AKQA CEO Tom Bedecarré - On Building The Agency of Tomorrow, Today

OD_Tom_Bedecarre_AKQA Tom Bedecarré is succeeding like few others in creating the ad agency of tomorrow, today.

In part one of an expansive source interview for my book, THE ON-DEMAND BRAND, Bedecarré shares the behind the scenes steps he took to shape what is arguably one of the most forward thinking digital marketing firms in the world

"There are a lot of advertising people who want to hang onto the past, want to hang onto 30-second television commercials and full-color magazine ads, and I think it's very hard to catch up," he tells me, with considerable understatement, before explaining how his team started putting the pieces in place a decade ago to capitalize on this amazing new era.

 

Over the next few days, I'll share more from this interview, including Bedecarreé's insights on some of today's mos exciting new channels, as well as his firm's most famous digital initiatives, from Design The World A Coke, to Nike PhotoID, to the Target snow globe iPhone app and more. 

Tom Bedecarré, CEO, AKQA: Building The Agency of Tomorrow, Today (Pt. 1)

Listen to: AQKA CEO Tom Bedecarré Pt 1: The Agency of Tomorrow, Today

(Approx. 3:10)


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Digital Marketing: 5 Top New Year's Resolutions

 

It's 2013: Do you know what your digital marketing's up to?

Here are five quick resolutions for the new year. Like lots of behaviors, these are practices we know we should keep - like eat less, move more - but rarely do. All of us are guilty of bypassing these common sense rules from time to time.

So if we do just five things this year, let's resolve to:

5. Not Ask How - Ask Why

I said this in a recent post on social media trends for 2013. But it's really true of anything we do. If you've heard it once, you've heard it a million times at agencies and client-side brands throughout the land: Let's do "X" - insert your digital buzz word du jour here - not because "X" is central to a brand's objectives, but because it's considered cool. But saying "we need a mobile/social/viral strategy is akin to saying "we need a brochure strategy," or a radio strategy, or a signage strategy. These are channels & platforms, not strategies. First figure out what you have to accomplish, then decide which approaches and channels will get you there. It's so simple, yet we all get caught up in coolness from time to time.

4. Know thy customer - and thy channels

On that note, as I write in my book THE ON-DEMAND BRAND, insight comes before inspiration. Today's most successful digital marekting initiatives typically don't come from a great idea for some hip new experience, or a me-too approach to major trends. Instead, they start with consumer insights culled from painstaking research into who your customers are, what they're all about, how they interact with consumer technologies, and what they want from the brands they know and trust. Just look at the work Unilever's done over the last few years with the Dove brand's "Campaign for Real Beauty" and all its crazy ass work for Axe - including everything from QR code peep holes in bathroom bars to faux "Shower Together" PSAs. These marketers have a firm read on their customers and the channels with which to reach them. In 2013, look for social + mobile + local to be a key to accomplishing this.

3. Always commit multi-plat-fornication

Innovate through as many channels and platforms that make sense for your strategies and audience. It's what MTV calls "multi-plat-fornication." As I show in the book, MINI USA has made an art form of this, using insights on its "fun-tech" loving audience and how they congregate online to use numerous approaches - branded games, especially, but also things like RFID-based key fobs that enable roadside billboards to call out to passing drivers by name - to actually enlist customers to market the cars for them. And Coca-Cola has raised the bar over the last year, with everything from branded iPhone apps to the Polar Bears' social stunt at the Super Bowl to its Kinect-Powered Vending Machine, to a magazine-ad-turned-mobile-stereo-speakers and much, much more. Small wonder the brand has been named "Creative Marketer of the Year" for the 2013 Cannes International Advertising Festival. 

2. Honor traditional as the sizzle to digital's steak

It's heresy these days to point out the obvious. In a fragmented media universe, the channels that still attract any semblance of "mass" are more powerful than ever - with TV being exhibit A. For all our gadgets, we're watching more TV, not less. And whether it's "Walking Dead" or "Dancing with The Stars," TV has communal power like nothing else. As a result, many of today's most innovative integrated campaigns use traditional advertising - old school TV, print, radio, etc - to build awareness and then point consumers to deeper, richer, more meaningful experiences online, or via mobile and other digital platforms. Again, Coca-Cola's Polar Bear stunt at the Super Bowl immediately comes to mind, attracting over 9 million consumers who spent an average of 28 minutes with the brand. And Doritos has effectively done all this in reverse every year, with its Crash The Super Bowl user-generated ad contest - with the chance to work with director Michael Bay at this year's bowl.

1. Never put "buzz" before "business"

Obviously digital marketing is about endless and innovative experimentation. If it were as easy as creating any old viral video, branded game, or mobile app to generate enough buzz to bring in business for our brands, we'd all be rich. For many lifestyle brands, this kind of experimentation is enough - especially in categories where an aura of hipness is a prerequisite for sales success. But while there is obviously a lot of fun and games in all this fun and games, it's important - critical - that we approach digital initiatives with specific objectives in mind (see resolution #5).

As Harley-Davidson's global CMO Mark-Hans Richer puts it to Ad Age, "This is a new gold age for marketers. The shackles are off, and the possibilities are nearly endless. If we aren't conducting radical experiments, trying new ways to engage our targets and adding value to them, then we're not doing our jobs."

But, he adds, "It's not about chasing the buzz; it's about chasing the biz." Marketers who get this formula right - by fueling innovation through substantive consumer insights - weill thrive in the on-demand era.

Those who don't will have to settle for some fun - but ultimately fruitless - experiments.

Here's to a blockbuster 2013 for us all.


Q&A: Enter Social + Mobile + Local + Commerce (Roundtable Pt 5)

Becher headshot 1 2011 web sizeMove over SoLoMo - SoLoMoCo is here.

In part five of our August Mobile Marketing Roundtable, we move beyond mere Social + Local + Mobile to Social + Local + Mobile + Commerce, the ability to not just connect with consumers via the mobile channel based on where they are, but also to enable transactions based on that context. 

Dorrian_Porter_headshotThis time out, you'll get some outstanding insights from Jonathan Becher, CMO for softare giant SAP, and Dorrian Porter, CEO of longtime GEN WOW sponsor Mozes.

At the heart of the conversation: A new report from ABI Research that by 2017, one quarter of all online sales will come through mobile. Retailers can choose to do what they can to stem this tide, or capitalize on it in powerful ways through the power of SoLoMoCo. 

SOCIAL + MOBILE + LOCAL + COMMERCE: MOBILE MARKETING ROUNDTABLE (PT 5)

>> CLICK HERE TO LISTEN TO: Social + Mobile + Local + Commerce & The Future of Retailing <<

(Approx 5:27)

Also, don't miss:

PART 1: SAP CMO: 'Digital is Dead' - And So Is Mobile

PART 2: Mobile 'Happiness': Coca-Cola's Secrets of Mobile Marketing Success

PART 3: Social + Mobile + Local & The Facebook Free-Fall

PART 4: Foursquare's New 'Promoted Updates' & The Race to Make Location Click

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 OD_cover "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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Can't Miss Webinar: Coca-Cola's Mobile Team Reveals Secrets of Mobile Marketing Success

Mozes_cocacola

 

 

 

 

BECOME BEST-IN-CLASS IN MOBILE MARKETING

Thursday, August 16, 2012

11:00 AM - 12:00 PM PDT

(Sponsored) Digital is clearly key for Coca-Cola, and they do it right. As a mature brand, they understand consumer behavior and see the need to adopt innovative marketing technology and approaches to bring value to the consumer, customer and organization. One of the major reasons the Company has been so successful in connecting the physical to the digital world is their Mobile Center of Excellence (MCOE) which has developed key strategies, identified gaps and opportunities. This continual process accelerates development with key vendors, partners and constituents to help drive initiatives using mobile.

In this webinar, members of the MCOE will share the vision, mission, method and results of the Mobile Center of Excellence, as well as discuss the needs that Mozes, a mobile engagement partner, helps to fill through supporting events like Essence Music Festival, NASCAR 600, Coca-Cola Beach Spring Break, and College football games.

Attendees will learn:
- How to approach cultivating an in-house mobile expert or team.
- How mobile is transforming the event experience.
- How to convert participation into long-term relationships.
- Best practices for building a successful mobile engagement strategy incorporating audience engagement.

Moderator:
Michael Becker, Managing Director, North America, MMA

Speakers:
Tara Scarlett, Senior Manager, CRM and Mobile Marketing, The Coca-Cola Company
Chris Bigda, Connections Planning & Investment, Media & Interactive, The Coca-Cola Company
Dorrian Porter, CEO, Mozes Inc.

GET FULL DETAILS AND REGISTER NOW

 


Q&A: Jeff Hasen, Author of 'Mobilized Marketing' (Pt 3)

Jeff HasenAugmented reality. Mobile apps vs. mobile web. Showrooming.

In part three of my interview with Jeff Hasen, author of the new book MOBILIZED MARKETING: Driving Sales, Engagement, and Loyalty Through Mobile Devices, we look at the near- and long-term prognosis for these trends - think HTML5 and 'app graveyards' - and one mobile dynamic every retailer wants to avoid.

Hasen-CoverListen to what he has to say here, and then check out the book here.

Q&A: JEFF HASEN, AUTHOR OF MOBILIZED MARKETING (PT 3): AR, APPS VS WEB - AND WHAT TO AVOID WITH 'SHOWROOMING'

(3 min, 41 sec)

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 OD_cover "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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