Like many companies, your business faces some serious challenges. Recent years have shown us how deeply consumer and client expectations and usages have changed the conditions under which marketing, communication, retail and customer relations are conducted.
Overall, companies have already taken the digital route but there is still a long way to go before benefiting from all of its opportunities and being able to embrace a form of marketing that is entering a new era. There are many pitfalls along the way and they are symptomatic of all industrial revolutions: organizational silos, barriers to change, a lack of feedback, difficulties in aligning strategy and operational action plans, a lack of in-house expertise, etc. Everyone is aware of the issues related to marketing and the challenges the profession must face every day and we have all heard what marketing is supposed to be today and what is supposed to characterize it.
Ladies and Gentleman, introducing “Modern Marketing” and its manifesto:
1. Marketing that is more and more strategic
Marketers must sit on the executive board and take part in corporate strategy. If you do not believe that your understanding of markets, products, customers and your positioning plays a key role in developing this strategy, then your marketing has not yet entered the modern era.
2. Marketing that needs strong brands
We believe that digital media are forcing brands and businesses to be more transparent because they no longer control the media… the consumers do. This loss of control means that they have to communicate authentically and this requires a clear vision of how they can be REAL. The digital era needs strong, authentic brands.
3. The customer experience at the core of marketing
We believe that improving the customer experience must be at the center of Modern Marketing.
The customer experience is formed by all of the contacts a customer has with a brand across all of its channels. All of these experiences like special events, products, services, and customer service, as well as each interaction with the brand or company must be experiences that we have to make pleasant, easy and useful. Since time and resources are always limited, we need to prioritize our efforts to be sure to offer the best experience possible to our most precious customers.
4. Data, analysis governs the marketing decision
We believe that data must be transformed into insights and means for action in order for them to become a source of new clients, competitive edge and innovation.
Collecting and analyzing data govern all research, segmentation, marketing automation, targeting and customization. Data enables us to predict future behaviors, which is fundamental to developing our growth models and optimizing marketing efficiency. The digital channels supply sources of data and customer knowledge that can be activated in real- time. If you don’t think that data is very exciting, or useful, or that it facilitates action, then you don’t practice Modern Marketing.
5. Digital Marketers or Dead Marketers
We believe that the digital culture should be naturally included in all marketing strategies. Even if digital media does not necessarily apply to all marketing plans, organizations must still take them into account. They must also consider the changes in culture, usages and processes it implies in terms of both employees and customers. It is a mindset rather than just a functional approach. If you do not have this “digital sense”, then you cannot carry a marketing or communication project in the modern sense of marketing.
In the quest for offering brand experiences across all channels, we believe that customization is the greatest opportunity for transforming the customer experience.
Digital channels in particular help us use everything we know about a customer to optimize each interaction. Place, type of device, screen size, usage features, timing and especially behavior: our times offer us incredible possibilities for customizing a brand experience. We no longer need to know who the person is to deliver convenient, relevant experiences. What interests us is no longer “who” customers and prospects are but “what they do”. As practitioners of Modern Marketing, we respect our customers’ privacy and must clearly produce value in exchange for their personal data.
7. Marketing open to Geeks
We do not believe that technology is an end in itself. Technology is a facilitator. But modern marketers must be comfortable and qualified enough to fully benefit from it. We believe that in the modern era of marketing these practices must appropriate technology just as technicians are appropriating marketing.
8. Creativity: an indispensable attribute
We believe that we need to be creative the same way we need technology. We need to tell stories just like we need data. We believe in the power of emotions and irrationality just as much as in rationality. Marketing’s modernity is based as much on passion and creativity from our “right brain” as on logic and analysis from the left side of our brain. The digital era offers overall access to all information and all useful resources. That is why in this context we need innovation and creativity to design our products, our services and our marketing activities.
We believe that content marketing is a fundamental change in the Modern Marketing era. It is not a fad. Content is more than words, images or videos. Games, applications and events also offer rich content. Content reinforces a brand’s credibility and authenticity in terms of what it represents. For modern marketing practitioners, content is a vital marketing expression.
We believe that the mobile phone revolution has just begun. But we see beyond just “cell phones”. Television sets are screens, books are screens, POS are screens, and billboards are screens. Modern Marketing is conducted across a multitude of screens and experiences via uniform dissemination of a message through various devices or channels. Customers do not see any boundaries between ON and OFF. Online, offline, above-the-line, below-the-line: we must think and offer a seamless customer experience. In the Modern Marketing era, marketers design a customer experience through all of the screens that cross their customers’ paths.
11. Be social or die
We believe that social media have changed our culture, the way we work and how we interact with our colleagues and customers. We must create companies and brands that have the “social” chromosome in their DNA and we must realize that everything, including our marketing, is changing in an environment in which our customers can (and do) talk about what we do and that they share it with the entire world. In the era of Modern Marketing, going “social” is not a choice. It is second nature.
We believe that, in its modernity, marketing plays an extremely sales-focused role. It is about knowing how to measure and optimize sales indicators. In the era of Modern Marketing its practitioners can and must take more responsibility for the sales results they generate.