Business transformation; the increased expectations of the connected consumer (Part 2)

Following on from my initial post, here are my five remaining pillars as to how the marketing function can support business transformation in the age of the consumer.

Agility is important as it enables an organization to respond more rapidly to changing market conditions. Creating an agile environment helps support creativity and innovation and can reduce the constraints imposed by the usual planning and execution boundaries. The foundation to be able to adopt an agile approach is to ensure that you set clear objectives and always focus these on defined market outcomes. This empowers execution to take its own path.
Marketing considerations; adopt a flexible organization structure, introduce project teams, take every network meeting you can to learn what is new in the market, deploy a Minimum Viable Product (MVP) approach and test, test and test.

It is simple and that is that your customers expect an organization to be connected. Their expectation is that however they engage or are engaged, the organization should act as one and to be able to recognize the full relationship that they have with the company.
Marketing considerations; provide a consistent customer view to all functions, establish a single preference center, introduce customer governance with rules on engagement & frequency of interaction and set outside-in customer metrics.

Customer engagement is becoming more complex every day as more data sources become available and there are more ways and channels by which a customer can engage an organization. Technology is crucial to help connect customer insights with engagement, improve response times, enable efficiency and provide organizations with wisdom for improved decision making.
Marketing considerations; always start with process and once defined then look at technology enablement, deploy a test, learn, adapt approach, fully commit don’t half bake and involve everyone who is a stakeholder throughout entire process.

Marketing has always been local. People have connections and ties to the local community, to their home town, to where they live which influence their beliefs, needs and areas of interest. Location is key to understanding context and understanding context is what helps marketing ensure offerings are relevant.
Marketing considerations; segment by geography, adopt a geo-cluster approach that combines demographic data with geographic data, assess impact of environmental conditions such as seasons & weather and ignite word of mouth marketing in key geographic / community / tribal clusters.

In today’s modern era successful companies are those that take a Market-In approach and focus on the customer first and foremost. The real trick is therefore to always ask yourself the following before making any investment or running any activity; will they care, is it important to them and do they benefit?
Marketing considerations; consider introducing a Customer Officer, develop a customer advocacy program where there is a mutual exchange of benefit, establish a communities portal and only engage with customers when there is value for them.

success concept

What are your TOP TEN and do you have any examples as to why they are important?


Left Brain Right Brain, Art & Science; what does this all mean?

There is a lot of commentary at the moment about the role of the left side of the brain and the right side of the brain. Here’s a great example from our friends at Marketo. In psychology the theory of left-brain or right-brain dominance is based on the premise that each side of the brain controls different types of thinking.

The left-side of the brain is considered to be your verbal and logical brain and is often described as being better at language, logic, critical thinking, numbers and reasoning. It’s the analytical, objective side.

Whereas the right-side of the brain is considered to be your non-verbal and intuitive brain and best at expressive and creative tasks such as the ability to recognize faces, convey emotion, reading, color, intuition and creativity. It’s the subjective and holistic side.

So which way do you think? Please try this test; left-brain right-brain test 

I always see the image turning anti-clockwise initially and then it changes to a clockwise rotation. Bizarre. Perhaps I may have found the answer to Scott’s question of what does it take to be a marketing technologist; you need to be able to see life in both ways and have the ability to combine both creativity and logic.

This brings me to a great story and one that always amuses me. The correlation to the theme of this blog, the ability to combine creativity with logic, is frankly pretty weak but the story is fun none the less. I also have to own up that I borrowed it from The Art of Living Blog, so thanks to the folks there for letting me repost it

One day during a speaking tour, Albert Einstein’s driver, who often sat at the back of the hall during his lectures, remarked that he could probably give the lecture himself, having heard it so many times. Sure enough, at the next stop on the tour, Einstein and the driver switched places, with Einstein sitting at the back in his driver’s uniform.

Having delivered a flawless lecture, the driver was asked a difficult question by a member of the audience. “Well, the answer to that question is quite simple,” he casually replied. “I bet my driver, sitting up at the back there, could answer it!”

So finally getting to the point what does all this mean for a CMO?

  • Recognize that your team members will have different skill sets, some more creative, others more logical.
  • Organize your teams to reflect creative excellence as well as analytical excellence.
  • Always ensure that you balance the creative and the logical. Great marketing requires both.
  • Finally don’t take life too seriously and have fun. A happy motivated team will deliver more outstanding work.

So in signing off and borrowing from the old joke of how to tell a pessimist from an optimist.

So what’s the difference between a left-brain dominant (logical) and a right-brain dominant (creative) individual. Well a right-brain dominant individual will say that the glass is half full whereas the left-brain dominant individual will say that the glass is twice the size it should be.

Till next time.