Deploy A Customer-Obsessed, Comprehensive …...4/9/2018 1 Deploy A Customer-Obsessed, Comprehensive...

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Deploy A Customer-Obsessed,

Comprehensive Marketing Program

Joe Stanhope, Forrester

© 2018 Forrester Research, Inc. Reproduction Prohibited

Source: retroplanet.com

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Tactics Channels Tech & Data

4© 2016 Forrester Research, Inc. Reproduction Prohibited

Photo by Rene Asmussen from Pexels

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Target Market

Competitive Analysis

SWOT

Goals

Positioning

Marketing mix

Budget


Source: The Hollywood Reporter

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Source: Fortune


1. Brands aren’t

selling products.

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2. Engagement happens

everywhere.

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Source: Forrester Data Consumer Technographics Global Online Benchmark 2018, Part 1

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3. Personalization shifts.


Source: Forrester Research, Inc. Unauthorized reproduction, citation, or distribution prohibited.

Pull (Today)

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Source: Forrester Research, Inc. Unauthorized reproduction, citation, or distribution prohibited.

Push (Future)


Photo by rawpixel.com on Unsplash

A budgeting

exercise

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Photo by Just Another Photography Dude from Pexels

Planning

lock-in


Photo by Victor Sánchez Berruezo on Unsplash

Channel-

centric

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Photo by Ravi Kant from Pexels

Over-index

on working

spend


Photo from Pixabay

Incompatible

incentives

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Future proof the marketing org.

Prove the value.

Engage consumers.


Introducing

People-Led Planning

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Before:

Budgets + Media


Now:

Customers + Moments

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People-Led Planning

represents a new model:

Plan + Process


Plan: Before

Goals Audiences Campaigns Channels Tactics Budgets

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Plan: Now

Measurement Customers Journeys Messages Context

Budgets


Process

Budget Experimentation

Data

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Measurement Customers Journeys Messages Context


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Move people-led planning forward

›Mandated by leadership & marketing-owned.

›Consistency.

›Customer-level visibility.

›Define the customer journeys and moments.

›Automation for measurement & orchestration.


The Core Tenets of

People-Led Planning

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C.O.M.P.


Message oriented

Outcome based

Cyclical

People-based

Deploy A Customer-Obsessed, Comprehensive …...4/9/2018 1 Deploy A Customer-Obsessed, Comprehensive...

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