ONE MARKETING From Couch to Cart March 2015 © Caprē Group, Inc. 2015
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
ONE MARKETING
From Couch to Cart
March 2015
© Caprē Group, Inc. 2015
2
The Future of Marketing is … ONE
Power of Retail Gave Rise to Shopper Marketing
3
MARKETING
Distinct And Separate Objectives Emerged
4
BRAND SHOPPER
Convert Shopper
into Buyer
Position Uniquely in
Consumer Mind
Traditional P2P – Linear With Clear Division of Labor
5
PRE-SHOP SHOP POST-SHOP
Home Store Home
BRAND BRANDSHOPPER
Specialized Marketing Perspectives Provided Greater
Focus…
6
“The digital persona”
“The online customer”
“The Target aficionado”
“The mobile shopper”
“The social promoter”
“The pop culture maven”
“The household influencer”
“The millennial consumer”
“The brand advocate”
…But Produced a Fragmented View
7
“The digital persona”
“The online customer”
“The Target aficionado”
“The mobile shopper”
“The social promoter”
“The pop culture maven”
“The household influencer”
“The millennial consumer”
“The brand advocate”
New Media & Technology Provide an Explosion of Choice…
8
Smartphone Ubiquity
Omni-Channel Purchase
Rise of Mobile Shopping
Explosion of Content
Proliferation of Brand Communications
Information Availability
PRE-SHOP SHOP POST-SHOP
… Enabling Seamless Shifting Between Consumer and
Shopper Mindsets
9
HOMEHOME STORE
CONSUMER MINDSET
SHOPPER MINDSET
PRE-SHOP
SHOP
POST-SHOP
10
Brand and
Shopper teams
disconnected
Increased Complexity Challenges How We Do Business
Roles viewed
through functional
lens
Separate
scorecards
11
Competing and
disjointed
strategies
Increased Complexity Challenges How We Do Business
Organization is
slow and reactive
Lack of focus on
organizational capabilities
12
The Impact: Pressure on Business Results
Topline GrowthReturn On Marketing
InvestmentCompetitive
Position
Retailer InfluenceWall Street Perception
13
It’s Time For Change
The Future of Marketing is … ONE
14
Convergence • Holistic Approach • Interconnectivity
BRAND
INSIGHTS
SHOPPER
SHOPPER
CUSTOMER
ONE
MARKETING
Building a One Marketing World
15
CAPABILITYTools
Insights
People
Process
ORGANIZATIONAL
CAPABILITY
PROCESSES Drive Marketing Focus On Aligned Goals
16
Process
Business Plans arenimbly executed across
functions & P2P
Resources allocated to opportunities, not
functions
Human-Centric Marketing approach
and mindset
PEOPLE Broaden Competencies, Perspective & Connections
17
People
Borderless ecosystems enable nimbleness and
collaboration
Competencies broadened to
encompass entire P2P
Roles & responsibilities interconnected across
Marketing disciplines
INSIGHTS Are Developed, Leveraged, And Broadly Shared
18
Insights
Insights are nimble and scalable
Research plans integrated to create a full P2P perspective
Consumer, Shopper, and Retailer insights converge to create
holistic view
Critical TOOLS Enable Connection, Alignment and
Integrated Planning
19
Tools
Big Data provides advanced
analytics andrealtime access
Integrated metrics incent
collaboration & interconnectivity
Knowledge Management
enables nimble organization
Evolved ROI informs targeted
resource allocation
Where Do We Go From Here?
20
One Marketing Can Be Built Top Down Or Bottom Up
21
• Organization-wide change program
initiated by Senior leaders
• Multiple capabilities developed
concurrently
• Work teams independently pilot new
approaches
• Leverage success to enlist leadership
and other groups over time
GRASS ROOTSLEADERSHIP LED
ONE MARKETING
Research Brand Shopper Analytics Sales
Organization
It’s Not About Functions – But Seamless Organizational
Capabilities
22
Research Brand Shopper Analytics Sales
Organization
It’s Not About Functions – But Seamless Organizational
Capabilities
23
Shopper Conversion Capability Framework™
© Caprē Group 2014
Change Can Start Today!
24
25Turning shopper capability into results
capregroup.com | 678.443.2280 | [email protected]
115 Perimeter Center Place, Suite 1120Atlanta, GA 30346
Related Documents
