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Deloitte Consulting Point of View on Consumer Products Marketing Transformation 1
The Marketing Transformation Imperative
How to Win in the Face of Digital Disruption: The Importance of CMO-CIO Collaboration
October 27, 2015
Jennifer Lacks KaplanCP Marketing and Digital TransformationDeloitte
Mike MacrieChief Information Officer (CIO)Land O’ Lakes
Deloitte Consulting Point of View on Consumer Products Marketing Transformation
Commerce Landscape
Marketing Technology Landscape
Content Marketing Landscape
Marketing has grown increasingly complex
Sources: 1. Luma Scapes from Luma Partners http://www.lumapartners.com/resource-center/lumascapes-2/
Deloitte Consulting Point of View on Consumer Products Marketing Transformation
…posing new challenges to today’s Consumer Products marketing leaders
Enablers
• Big data and analytics for insight• Digital /social capability acceleration and
integration• “Always on” content• Social / immersive/advocacy marketing• Targeting / personalization• Paid /owned / earned media model• Mobile / device transformation• Scalability and optimization (products/
brands/ markets)
• Optimized portfolio /brand/ product multi channel execution
• M/ e-commerce platforms • Integrated omni consumer experience• New business models / innovation, device
driven transformation• Ecosystem partnerships• Agility and faster speed to market
• Marketing spend effectiveness• Commercial investment allocation• Metrics / KPIs • Reporting visualization & dashboards• Automated measurement and reporting, real
time responsiveness
HOW TO DELIVER MULTI CHANNEL STRATEGY & EXECUTION?
HOW TO ENGAGE CONSUMERS IN TODAY’S WORLD?
HOW TO MONITOR AND IMPROVE GROWTH & PERFORMANCE?
WHAT PLATFORMS /TECHNOLOGY INTEGRATION?
WHAT DATA?
WHAT TALENT?
WHAT ORGANIZATION?
• Integration across brands /markets • Intuitive social and mobile enterprise
• Single brand /enterprise view• DMP / DMP platforms
• Operating model and structure• Digital integration
• Roles, responsibilities and skill sets• Decision rights /KPIs
Deloitte Consulting Point of View on Consumer Products Marketing Transformation
Engagement & Experience
Connectivity & Relationships
Platforms & Ecosystems
Data & Analytics
Targeted, personalized / in-contextAnalytics driven insight generationNew content forms and delivery platformsSocial and immersive marketing, new media modelExperiential engagement
Connectivity across all journey touchpointsSocial/community participationOrchestrated omni experienceNew devices to transform consumer experience
New ways to gather, understand and use insightsBig data /analytics drive targeting and relationship mgmtReal time insight & performance managementPredictive and business outcome focused
From campaigns to platformsNew front end technologiesInnovation, ecosystem partnership modelFront end integration with back end infrastructure
Consumer Journey
New ways of Winning
Deloitte Consulting Point of View on Consumer Products Marketing Transformation
New ways of Working
DATA
TECHNOLOGIES
ORGANIZATION
TALENT
• Global system of record• Single view of the customer
across all channels• Managed analytics
• Services Oriented Architecture• Responsive Web Design• Digital Asset Management tool• “Mobile first” mentality
• Omni-channel userexperience design
• Customer-centric operatingstructure
• Agile methodology
• Omni-channel metricalignment
• Innovation incentives• Digital portfolio managers
Deloitte Consulting Point of View on Consumer Products Marketing Transformation
• Imperfect solutions • Shifting decision requirements
and decision rights• Open talent sourcing needs• Rapid real life testing of strategic
choices
• Faster decision needs and approvals
• Flattening hierarchy• Iterative and fast
customer feedback loop
• Agile• Democratizing information• Ecosystem / Partnerships • Constantly morphing teams• Shifting / Non-traditional
stakeholders
Leading marketing organizations are transforming
Continuously Innovating
Immensely Disruptive
Data Driven
ConsumerCentric
Globally Relevant
CHARACTERISTICS OF LEADING MARKETING ORGANIZATIONS
Source: Building your digital DNA – Deloitte Digital, Deloitte Research
Deloitte Consulting Point of View on Consumer Products Marketing Transformation
Successful marketing transformation requires greater Marketing & IT partnership1.A mutual understanding of evolving roles. Begins with the leadership team recognizing
their evolving roles
2.Focus on customer centricity. Putting the consumer and consumer experience at the core of decision making
3.Expanded /new governance and shared KPIs. For example, governance to balance marketing’s need for speed with IT’s need for compliance, security, privacy and integration
4.Development of cross functional teams. Working together to bridge silos and develop new skills real time
Deloitte Consulting Point of View on Consumer Products Marketing Transformation
Today’s Discussion:
How are CMOs and CIOs proactively driving a shared vision and greater collaboration, changing the way the organization works together to deliver winning marketing and channel execution?