Marketing has
always been a difficult function and it’s only getting more complex. “It’s the tension among the ever-growing field of
marketing experts, the digital marketing experts, the CRM marketing experts,
the direct marketing experts, event marketing experts, content marketing,
shopper marketing experts, big data marketing experts.” Marketing functions are
becoming increasingly specialized and it is making it difficult to stand out as
a niche expert these days with each area or expertise claiming to know what’s
best for the brand or company in question. How do you align all of these
competing visions for the same brand?
One thing
that remains the constant is that brand success has been and still is about an
idea that creates a customer experience and having all parties working towards
the same goal is the only way to achieve this vision. Having a clear and
unified goal is the single greatest predictor of success when it comes to a
marketing campaign. One example is Old Spice’s 2010 marketing campaign. Old
Spice has been losing market share to sexier and edgier competitors like AXE over
the last few years. The P&G marketing team decided to launch a marketing
campaign that killed the notion that Old Spice was for old men but instead for
younger and more handsome men. The marketing campaign revolved around Isaiah
Mustafa and all the P&G partner agencies were aligned. This Old Spice
experience resonated very well with customers because the experience was so
consistent from all angles and this created a seamless brand experience for the
consumer.
Single
marketing stunts should end; companies should focus on ideas and have all
parties move towards the same messaging and end goal. “We pull the consumer in
different directions, we create complexity. We need to think about how what we
do looks to the consumer. Start with the
right idea, put it on the table, and nurture it.”
http://www.forbes.com/sites/allenadamson/2014/10/09/why-cmo-clive-sirkin-says-we-dont-need-digital-marketing/
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