Disaggregation of the new functional components of marketing.

1. Optimization
Optimizing the New Marketing
Organization
Marketing 21C
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The
Customers
The
Clients
Research
Real
Time
Measure
ment
Planning
Niche
Mgmt
Creative
Advocacy
Relational
Develop
ment
Pro
duction
Real
Time
Multi
Channel
Account
Super
Vision
Portfolio
Project
Mgrs
Account
Mgmt
Balanced
Scorecard
The New (and improved) Marketing
HR Finance IT
Media Production
Advertising Direct Video Audio Telephony e eLive Events
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Action Plan
1. Define a robust structure and process for a “New Marketing”
organization.
2. Sketch out the “New” job positions.
3. Develop the enculturation process (training) for each of the
“New” job positions.
4. Put the right people in the right positions.
5. Effect the enculturation process.
6. Allow the self-management of the integration of the
people, the process and the structure.
7. Continuously improve.
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 Email tracking
 Website tracking
 Telephone data tracking
 Customer purchase datastreams
 Vehicle purchase datastreams
 Owner datastreams
 Competitive owner datastreams
 Purchased data
Real-Time
Measurement Research
Reactions
Sales Market
Perception
Trends
Pockets
Niches
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 The Pulse
 Constant iteration
 Stop doing what’s not working
 Continue what’s working
 Build on what’s working well
 Cross-transfer
 Input » Process » Output
Niche
Management Planning
Voices
Market
Client Customer
Creativity
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 Find the niche
 Define the niche
 Play the niche
 Measure the play
 Go – No Go » Iterate
Niche
Management Planning
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Voices
Market
Client Customer
Creativity

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 Feeding websites
 What’s working, what isn’t?
 Email
 Print-on-demand
 Niche applications
 Pockets
Advocacy
Relational Devel Creative
Product
Feature
Benefit
Application
Advantage
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 Print-on-Demand (Hi res Low res)
 Video (fast, natural)
 Music (every product)
 Social Media
 Web
 PowerPoint
 Photography (fast, good)
 Library
 Games
Real-Time
Multi-Channel Production
Input Process Output
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 Total Process
 Critical Path methodology
 Integrated project
management tool
 Integrated financials
 Batch project basis
 People
 Budgets
 Schedules
 Special Assignments
Portfolio Project
Managers
Account
Supervision
PM
CR A
PR/PL
CU CL
Customers
Creative
Account
Clients
ProductionResearch/Planning
Project Management
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 Overall relationship with the client
 Voice of the client
 Profitability responsibility
 Balanced scorecard measurement
 Customer satisfaction
 Client satisfaction
 Employee satisfaction
 Process improvement
Balanced
Scorecard
Account
Management
Metrics
Management
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11. Marketing 21C
Marketing Simulation
Curriculum
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Marketing
Simulation
The New
Marketing
CreativePlanning
Research
Managing
Marketing
Multi-Channel
MarketingProduction
Optimization Mods (functional)
Creative Account
B2B
MarketingThe New
Customer
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B2B
Marketing
Integrating The New
Communication Channels
Strat-Tac Marketing
Simulation
The New (and improved)
Marketing
Boundaryless
Creative
English
Account Planning
Action
Research
Leading and Managing
The New Marketing Function
Real-Time
Production
Creative Account
Management
Optimization Mods (cool)
Co-opting The New Customer
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Strat-Tac Marketing
Simulation
 Course One – Strat-Tac Marketing Planning
 Marketspace
 Buying behavior, segmentation, targeting
 Creating customer value
 Product Planning
 Pricing and distribution
 Real-Time Research
 Brand Planning
 Demand Planning
 Evaluating marketing data
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Strat-Tac Marketing
Simulation
 Course One – Strat-Tac Marketing Simulation
 Competitive analysis
 Marketing warfare, classic strategy
 Marketing warfare, adaptation
 Strategy evaluation and adjustment
 Scenario planning
 Game theory
 Interactive, team-based competition,
correction and learning
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English Account Planning
 Course One – Account Planning
 The failure to involve consumers
 The new consumer alliance
 Planning – misused, misunderstood
 Advertising and research
 Action research
 The importance of creative briefing
 Creativity and account planning
 Planning morphs into the eAge
 Channel net planning
 Measurement and account planning
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Real-Time Action Research
 Course One – Action Research
 Pragmatic measurement
 Iteration
 Primary / Secondary
 New age accessibility
 New age architecture
 Integrated intervention concept design
 Statistics
 Modeling
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Boundaryless Creative
 Course One – Boundaryless Creative
 Expand the brand without being trapped by the brand
 Niche adaptations
 Media democratic
 Everything is measured
 Creative flow, not creative concept
 Reinvent the medium and the media
 Morph design, multimedia specific
 Live, real-time creative (events)
 Live, real-time distance creative (electronic)
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Real-Time Production
 Course One – Production
 “The pipes” metaphor - the channels
 Print to the limit
 Database connectivity management
 Fast video
 Sound
 Microsites
 eMail dialogue
 Visualization
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Real-Time Production
 Course One – Production
 Channel network
 Radical improvement – quantum morphs
 Shift from element focus to channel focus
 Iterative, closed-loop, measurable
 Fast unit cycle time
 eBased
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Creative Relationship Management
 Course One – Relationship Management
 Hot group management
 Idiosyncrasy management
 Pace management
 Reward management
 Client partnership management
Miller-Heiman, Rackham
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Creative Relationship Management
 Course One – Relationship Management
 Client consultivity
Process consultation
Flawless consultation
 Profit factor management
 Communications management
 Balanced scorecard
 Follow-up, closed-loop, iterative
process
Plan, Do, Check, Act
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 Course Two – New Marketing
 Disruption Marketing
 Beyond Disruption Marketing
 Your marketing sucks
 Inside the tornado
 Techno-ready marketing
 A new brand world
 Differentiate or die
 Guerilla marketing
 Purple cow
The New (and improved)
Marketing
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 Course Two – New Marketing
 eBusiness intelligence
 Marketing moves, next, age wave, clicking
 Radical marketing
 The discipline of market leaders
 The end of advertising (and the rise of PR)
 New age public relations
 The end of marketing (as we know it)
 Marketing as a philosophy, not a department
 The rise of the creative class
The New (and improved)
Marketing
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 Course Three
 The adaptive organization
 Leading change
 Continuous improvement
 Radical improvement
 Process thinking
 Measurement thinking
 Managing integrated marketing in the eAge
Leading and Managing
The New Marketing Function
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 Course Three (continued)
 Technology control
 Motivating creatives
 Motivating specialists
 Connectivity and communication
 Honesty and critical feedback
 Sacrificing bureaucracy for speed
 New value system
Leading and Managing
The New Marketing Function
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 Course Four
 Kellogg on Integrated marketing communications
 Kotler on marketing moves
 Channel network software
 Advertising maturation and morph
 eAdolescence to closed-loop connectivity
 Web networks
 Driving brand value continuously in variegated,
interconnected channels
Integrating The New
Communication Channels
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 Course Five
 Co-opting customer competence
 The emerging era of customer advocacy
 Truth, honesty, and the pursuit of reality
 Integrity marketing
 Dialogue connectivity
 Transparency
 Information architecture
Co-opting The New Customer
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 Course Six
 Overview systems
 Overview technology
 Overview processes
 B2B computer connections as a communications channel
 Advertising
 Trades
 Events
B2B
Marketing
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30. Marketing 21C
The New (and improved)
Marketing
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31. Appendix
Level Three Courses
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Marketing 21C – Level Three
 Subtechnology Modules
 Technology overview
 Advertising production
 Print production
 Video production
 Websites, Microsites
 Audio production
 Event production
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