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Disaggregation of the new functional components of marketing.
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The Customers
The Clients
Research
RealTime
Measurement
Planning
NicheMgmt
Creative
AdvocacyRelationalDevelop
ment
Production
RealTimeMulti
Channel
AccountSuperVision
PortfolioProject
Mgrs
AccountMgmt
BalancedScorecard
The New (and improved) Marketing
HR Finance IT
Media Production
Advertising Direct Video Audio Telephony e eLive Events
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Action Plan
1. Define a robust structure and process for a “New Marketing” organization.
2. Sketch out the “New” job positions.3. Develop the enculturation process (training) for each of
the “New” job positions.4. Put the right people in the right positions.5. Effect the enculturation process.6. Allow the self-management of the integration of the
people, the process and the structure.7. Continuously improve.
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Email tracking Website tracking Telephone data tracking Customer purchase datastreams Vehicle purchase datastreams Owner datastreams Competitive owner datastreams Purchased data
Real-Time Measurement Research
Reactions
Sales Market
PerceptionTrends
Pockets
Niches
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The Pulse Constant iteration Stop doing what’s not working Continue what’s working Build on what’s working well
Cross-transfer Input » Process » Output
NicheManagement Planning
Voices
Market
Client Customer
Creativity
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Find the niche Define the niche Play the niche Measure the play Go – No Go » Iterate
NicheManagement Planning
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Voices
Market
Client Customer
Creativity
Feeding websites What’s working, what isn’t? Email Print-on-demand Niche applications Pockets
Advocacy Relational
DevelCreative
Product
Feature
Benefit
Application
Advantage
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Print-on-Demand (Hi res Low res) Video (fast, natural) Music (every product) Social Media Web PowerPoint Photography (fast, good) Library Games
Real-TimeMulti-Channel Production
Input Process Output
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Total Process Critical Path methodology Integrated project
management tool Integrated financials Batch project basis
People Budgets Schedules Special Assignments
Portfolio ProjectManagers
AccountSupervision
PM
CR A
PR/PL
CU CLCustomers
Creative Account
Clients
ProductionResearch/Planning
Project Management
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Overall relationship with the client Voice of the client Profitability responsibility Balanced scorecard measurement
Customer satisfaction Client satisfaction Employee satisfaction Process improvement
BalancedScorecard
AccountManagement
MetricsManagement
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MarketingSimulation
The NewMarketing
CreativePlanning
Research
ManagingMarketing
Multi-ChannelMarketingProduction
Optimization Mods (functional)
Creative AccountB2B
MarketingThe NewCustomer
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B2BMarketing
Integrating The NewCommunication Channels
Strat-Tac MarketingSimulation
The New (and improved)Marketing
Boundaryless Creative
EnglishAccount Planning
ActionResearch
Leading and ManagingThe New Marketing Function
Real-TimeProduction
Creative AccountManagement
Optimization Mods (cool)
Co-opting The New Customer
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Strat-Tac Marketing Simulation
Course One – Strat-Tac Marketing Planning Marketspace Buying behavior, segmentation, targeting Creating customer value Product Planning Pricing and distribution Real-Time Research Brand Planning Demand Planning Evaluating marketing data
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Strat-Tac Marketing Simulation
Course One – Strat-Tac Marketing Simulation Competitive analysis Marketing warfare, classic strategy Marketing warfare, adaptation Strategy evaluation and adjustment Scenario planning Game theory Interactive, team-based competition,
correction and learning
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English Account Planning
Course One – Account Planning The failure to involve consumers The new consumer alliance Planning – misused, misunderstood Advertising and research Action research The importance of creative briefing Creativity and account planning Planning morphs into the eAge Channel net planning Measurement and account planning
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Real-Time Action Research
Course One – Action Research Pragmatic measurement Iteration Primary / Secondary New age accessibility New age architecture Integrated intervention concept design Statistics Modeling
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Boundaryless Creative
Course One – Boundaryless Creative Expand the brand without being trapped by the
brand Niche adaptations Media democratic Everything is measured Creative flow, not creative concept Reinvent the medium and the media Morph design, multimedia specific Live, real-time creative (events) Live, real-time distance creative (electronic)
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Real-Time Production
Course One – Production “The pipes” metaphor - the channels Print to the limit Database connectivity management Fast video Sound Microsites eMail dialogue Visualization
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Real-Time Production
Course One – Production Channel network Radical improvement – quantum morphs Shift from element focus to channel focus Iterative, closed-loop, measurable Fast unit cycle time eBased
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Creative Relationship Management
Course One – Relationship Management Hot group management Idiosyncrasy management Pace management Reward management Client partnership management
Miller-Heiman, Rackham
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Creative Relationship Management
Course One – Relationship Management Client consultivity
Process consultationFlawless consultation
Profit factor management Communications management Balanced scorecard Follow-up, closed-loop, iterative
processPlan, Do, Check, Act
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Course Two – New Marketing Disruption Marketing Beyond Disruption Marketing Your marketing sucks Inside the tornado Techno-ready marketing A new brand world Differentiate or die Guerilla marketing Purple cow
The New (and improved)Marketing
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Course Two – New Marketing eBusiness intelligence Marketing moves, next, age wave, clicking Radical marketing The discipline of market leaders The end of advertising (and the rise of PR) New age public relations The end of marketing (as we know it) Marketing as a philosophy, not a department The rise of the creative class
The New (and improved)Marketing
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Course Three The adaptive organization Leading change Continuous improvement Radical improvement Process thinking Measurement thinking Managing integrated marketing in the eAge
Leading and ManagingThe New Marketing Function
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Course Three (continued) Technology control Motivating creatives Motivating specialists Connectivity and communication Honesty and critical feedback Sacrificing bureaucracy for speed New value system
Leading and ManagingThe New Marketing Function
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Course Four Kellogg on Integrated marketing communications Kotler on marketing moves Channel network software Advertising maturation and morph eAdolescence to closed-loop connectivity Web networks Driving brand value continuously in variegated,
interconnected channels
Integrating The NewCommunication Channels
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Course Five Co-opting customer competence The emerging era of customer advocacy Truth, honesty, and the pursuit of reality Integrity marketing Dialogue connectivity Transparency Information architecture
Co-opting The New Customer
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Course Six Overview systems Overview technology Overview processes B2B computer connections as a communications
channel Advertising Trades Events
B2BMarketing
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Marketing 21C – Level Three
Subtechnology Modules Technology overview Advertising production Print production Video production Websites, Microsites Audio production Event production
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