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Deploy A Customer-Obsessed,
Comprehensive Marketing Program
Joe Stanhope, Forrester
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Source: retroplanet.com
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Tactics Channels Tech & Data
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Photo by Rene Asmussen from Pexels
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Target Market
Competitive Analysis
SWOT
Goals
Positioning
Marketing mix
Budget
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Source: The Hollywood Reporter
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Source: Fortune
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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.
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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)
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Photo by rawpixel.com on Unsplash
A budgeting
exercise
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Planning
lock-in
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Photo by Victor Sánchez Berruezo on Unsplash
Channel-
centric
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Photo by Ravi Kant from Pexels
Over-index
on working
spend
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Photo from Pixabay
Incompatible
incentives
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Future proof the marketing org.
Prove the value.
Engage consumers.
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Introducing
People-Led Planning
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Before:
Budgets + Media
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Now:
Customers + Moments
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People-Led Planning
represents a new model:
Plan + Process
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Plan: Before
Goals Audiences Campaigns Channels Tactics Budgets
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Plan: Now
Measurement Customers Journeys Messages Context
Budgets
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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.
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The Core Tenets of
People-Led Planning
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C.O.M.P.
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Message oriented
Outcome based
Cyclical
People-based
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