Marketing Imperatives: A CMO’s Roadmap to People-Based Marketing
Merkle is an international authority in digital marketing and advertising, and their yearly Marketing Imperatives publication is award-winning and highly anticipated. At the beginning of this year, they released the seventh edition. The focus of these marketing imperatives, as well as the general theme at #MerkleSummit19, revolves around people-based marketing. A few of the top executives at Merkle took to the stage to present on the three marketing imperatives and how to approach a people-based strategy.
Imperative #1: Integrate your Customer Strategy: Matt Naeger, Chief Strategy Officer, Merkle
There are three pillars that support the strategy to put people in the center of your marketing initiatives.
- Use thorough and attentive data gathering to gain insights into your customers and their desires, including attentiveness to actions taken by your competitors and successes by other companies across different industries. Provide flexibility in your planning and don’t be afraid to shift if customers want change.
- Build strategies that align with your business goals and your customer goals — treat a customer desire as a business desire.
- There is value in proactive and reactive media — proactive media is media that you send to somebody; reactive media is media that your customers come to you for.
Interact with your customers and build a relationship to show them that you are responsive to their wants and needs. This helps your customers create their own path toward you, at which point you can reward the relationship with better experiences.
Imperative #2: Integrate your Technology Stack: Matthew Mobley, Chief Technology Officer, Merkle
A common problem within companies is not the technology itself, but the integration of technology. Companies want to spend money on the latest and greatest tech, but it is important to consider whether or not it is necessary, and whether or not the technology can be effectively integrated into your strategy. Effective integration and company identity go hand-in-hand, and failure to implement a new technology can limit agility or create overly complex use cases. Implementation should also consider data structures and whether or not they are agile enough to account for different business loads.
Imperative #3: Integrate your Execution: Margie Chiu, SVP, Business Strategy, Merkle
Great strategy and great technology solutions can be ineffective without an integrated execution. Often, the transformation process fails to launch or significantly underdelivers. A transformation process can also be impacted negatively if it is not embraced entirely by the organization and its leaders, which can lead to abandonment along the way.
Ask yourself and your team a series of crucial questions that must be answered and fully fleshed out. What could contribute to a transformation failure? What are operational challenges we may encounter along the way? Have we defined our people, processes, and priorities?
Think carefully about who will be doing the work, and encourage cross-team collaboration rather than concrete roles without fluidity. But, also keep in mind that a lack of clarity around the final approval and too many individuals providing input can all lead to a process that lags and does not adjust for change management. Change needs to be done unilaterally and as effectively as possible, and those who are impacted by the change should consider being adaptive. Finally, get more than just executive permission. Encourage leadership to listen in on the project and provide overview if possible.
Axis41, A Merkle Company, is proud to represent Merkle’s goals and values in our everyday work. Contact us to learn more about our services and let us help you emulate these marketing imperatives today.