The Future of Strategy
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This document discusses the changing landscape of marketing and strategy. It notes that consumers are now more informed and skeptical of traditional advertising approaches. Data and analytics are providing marketers more insights into customers and allowing for more targeted approaches. Winning strategies create impact by stimulating conversations, involving consumers through experiences, and building influence, intimacy and identity with brands. Great strategists embrace uncertainty, flexibility and imagination to develop possibilities and tweak approaches based on results. The document emphasizes gaining insights across many categories to develop winning marketing strategies.
The Future of Strategy
- 3. THAN EVER AS MARKETERS, WE ARE BETTER informed
- 5. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY 43% 42% 44% 40% 45% 45% 42% 42% 41% 40% 44% 40% 43% 39% 41% 42% 41% 28% 23% 25% 34% 32% 36% 36% 28% 28% 29% 22% 22% 24% 25% 18% 24% 32% New Campaign Launch July 28, 2012 MONTHLY BRAND RECALL TRENDS BY ADVERTISER Brand AverageCategory AverageBrandCompetitor Average 2012 2013
- 6. e’ve gone from the giddy consumerism of the postwar era, when a newly affluent consumer was happy to play the game with sellers, to 50 years later, where buyers have decoded the feckless language of advertising and lost interest in the game played in a media-engorged world choking with countless brands’ ads.” — Nick Law, R/GA w“
- 7. EVERY CATEGORY IS CHANGING. dramatically.
- 9. WHO IS WINNING THE OF CONSUMERS? hearts and minds
- 12. 70 20 10
- 17. PUSHES OFFSTANDS FOR REAL BEAUTY MOMS DEMOCRATIZED INNOVATION SATISFACTION HUMANITY IN AIR TRAVEL HAPPY SERVICE HAPPINESS HUNGER BEAUTY THAT IS SKIN DEEP UNSUNG HEROES COMPLICATED TECHNOLOGY AN EXCLUSIVE TRAVEL CLUB TRANSACTIONS A SELFISH WORLD
- 18. IMPACT provoke a new point of view how we talkchange lives bettermake
- 19. IMPACT LIVES THROUGHOUT THE ENTIRE FUNNEL BROAD NARROW AUDIENCE ONE MANY MESSAGES COMMUNICATION PURPOSE STAGE OF CUSTOMER JOURNEY TARGETED UTILITY MESSAGE AWARENESS CONSIDERATION PURCHASE GOAL MEDIA
- 24. interaction • THE BRAND is original, evoking buzz • THE BRAND stimulates conversation about itself involvement • THE BRAND creates experiences that involve consumers • THE BRAND involves consumers in conversations influence • CONSUMERS talk about the brand with others • CONSUMERS advocate for the brand intimacy • THE BRAND connects with consumers personally • THE BRAND becomes part of consumers identity
- 25. “To be a great strategist, we have to step back from the need to find a right answer and to get accolades for identifying it. The best strategists aren’t intimidated or paralyzed by uncertainty and ambiguity; they are creative enough to imagine possibilities that may or may not actually exist and are willing to try a course of action knowing full well that it will have to be tweaked or even overhauled entirely as events unfold. The essential qualities for this type of person are — Roger Martin, “Why Smart People Struggle with Strategy,” Harvard Business Journal, June 2014 resilience” ,flexibility imagination and
- 28. thank you