THE GAIN THEORY DOWNLOAD Claudia Sestini Global Head of Marketing & Communications
KPIs Long vs Short Term
Growth Effectiveness Culture
Collaboration Agencies & Clients Social Media Customer Experience
Marketing in the Digital Age
Creativity & Data
Working the Brand
DEFINING EFFECTIVENESS “Did it work? Every organization makes choices about how it invests its money. For marketing to get its share, it needs to prove value” Jan Gooding, Group Brand Director at Aviva
• Did it pay back relative to what you put into it. Are you asking the right questions? • Commercial effectiveness – go broader than just marketing. Did it pay back to the extent that you expected it to?
LONG VS SHORT TERM • Start by defining what short and long term is to your business and work backwards • Design campaigns for long-term effects – the best way to do this is via emotional creative work • Les Binet & Peter Field had two conclusions on the topic of long vs short term: 1. The activation/brand building pendulum has swung too far towards activation (activation driving short term).
2. Marketers need to return to a more balanced perspective on long vs short-term objectives – meaning a greater focus on the long-term than of late.
3 GROWTH “All the easy growth has gone. Clients are trying to find growth in uncomfortable places and what that means is new segments, new markets, new routes to market and different business models.” Bart Michels, global CEO of Kantar Added Value
KPIS Marketing needs to drive effectiveness KPIs that tie into business KPIS - they need to be clear on how they will drive this whether it’s via consideration, advocacy or otherwise.
“Marketing effectiveness will exist as a team in organisations until we, as effectiveness practitioners, are successful enough in embedding effectiveness thinking out across the organisation.” Nick Milne, Head of Marketing Effectiveness, O2 Kantar Vermeer took to the stage to take delegates through Insights2020, a piece of global research focused on aligning Insights and Analytics strategy, structure and capability to drive business growth. • • • •
Build capabilities to equip everyone Organize to deliver a seamless experience Inspire all stakeholders around a shared purpose Focus on embedding the strategy and execution
COLLABORATION • Successful marketers are orchestrators across business levers breaking silos to work with HR, finance etc • Connect marketing to the rest of the organization
AGENCIES & CLIENTS • Need to come together to solve the effectiveness issue in its totality
• Have your agencies in the room when you are defining effectiveness and building capabilities
DATA & CREATIVITY • Re: data ownership & creating optimisation • Don't be afraid of data, it can & should inform creativity & growth • Tenants of creativity & effectiveness - increasing brand memorability through content that is entertaining is key
solutions, trust your partner/agency - see them
as extra one or two pair of hands
CUSTOMER EXPERIENCE We heard from two brands that have invested significantly to improve customer service as a growth driver: Nathan Ansell, Global Director – Loyalty, Customer Insight and Analytics at M & S spoke about two leaps in their strategy for food. 1. They made clear that their customer is a ‘food discoverer’ whilst only a small percentage of the total shopper audience, it was important to target this group specifically in order to feel the effects from other shoppers aspiring to this level and; 2. That M&S understood what it stands for – they are clear on being a food hall and not a supermarket. The food hall strategy has been carried out all the way through to store execution, where the food hall is a creative director and curator of its own range, a place to discover what is best in season and where freshness is an experience. Jeremy Elis, Marketing & Customer Experience Director, TUI spoke about building holiday concepts around experience designed to meet audience needs. Having designed four different experiences (Sensatory, Sensimar, Family Life, Platinum, Scene and Gold); they then set off to invest heavily on in store experience creating travel ‘boutiques’ where the customer is asked about their happiest holiday memory rather than where they want to go. Jeremy mentioned that when looking at customer experience as a growth driver, its key to set out your stall before starting to promote it. The results of these investments haven’t increased volume but have led to an increase in value from each customer.
WORKING THE BRAND • Jan Gooding, Group Brand Director Aviva advises marketing to shift focus away from creating new brands and instead reinvent the brand because “a brand has to go to work to create the loyalty and continued spend that comes from consumers buying into that brand.” • Mark Luce, Group Marketing Operations Director at SABMiller says “having an aspiration to grow but not understanding what you need to do to change consumer behaviour is going to cause you a problem.” • Luce added “Marketers have always known what works, if you have a good programme of marketing spend effectiveness you can find out what works and do more of it but behavioural science allows us to understand what works and why its working.”
MARKETING IN A DIGITAL AGE • Les Binet & Peter Field unveiled the first part of highly anticipated new study for the IPA, ‘Marketing In The Digital Age’ which investigates whether the changing media landscape has had an effect on the results of their previous study, ‘The Long And The Short Of It’. Highlights from the latest study: • Penetration, not loyalty is still the main driver of brand growth
• Broad reach still crucial for effectiveness • Owned & earned media help, but paid media is more important than ever • Video is the most powerful medium for long term success • TV, VOD & online video work together to boost effectiveness • Effectiveness should be growing across the board but… • …it isn’t. Short termism & excessive focus on ROMI are partly to blame • Short termism & ROMI encourage lower share of voice levels • Too much focus on activation and brand building • Budget allocations are now activation over-weight and sub-optimal
SOCIAL MEDIA ‘Social insight is like the river Nile –
a great resource but you wouldn't want to drink straight from it’ Fran Cassidy, #socialworks IPA committee
• Social media can help with personalisation due to granular user detail and thus social platforms can ‘know’ you better than your friends do • Personalisation is foundational for consumer engagement in the future says’ Celina Burnett at ASOS
• Jessica Salmon, Head of Research at O2 told us that the network’s application of social continues to mature from broadcast message; customer service conversation; brand conversation; experience engagement to now helping them personalise & stay relevant • Jessica also said that at O2 personalisation is used to encourage re sell & re sign to various groups including early upgraders, upgraders, out of contract
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