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Lessons from
the Masters
Just-in-Time Marketing:
Research points to a new
era of just-in-time marketing
Just-in-Time Marketing: Lessons from the masters
Copyright © 2016 Accenture All rights reserved. 2
Overview
Marketers have...
3
“Awareness Marketing” is less relevant to consumers
Marketing content gets old fast—new solutions are needed
Copyright ©...
4
That’s why marketing today has a critical “inventory problem” – similar to
that faced by manufacturing before the advent...
5
Just-in-time thinking stemmed the tide of inventory in manufacturing, and
the same principle can be applied to marketing...
Production Era
(1860-1920s)
Sales Era
(1920s-1950s)
Marketing Era
(1950s-1990s)
Relationship Era
(1990s-2010s)
Just-in-tim...
7
Reaching the right consumers at the right time with the
right message
Just-in-time marketing tackles overproduction and ...
8
The extent of wasted marketing effort is worryingly vast
Marketing waste is quantifiable; it represents more spend than ...
9
Top-tier marketers address marketing waste more effectively
Just-in-time marketers exhibit “waste-conscious” attitudes a...
10
Just-in-time marketers tend to grow faster than their peers
Effective and efficient marketers gain a competitive advant...
• Embed marketing, digital and
analytics capabilities and
talent throughout their
organizations
• Leverage lean centers of...
12
Just-in-time marketing: Impacts on the company
Implications across multiple dimensions
Copyright © 2016 Accenture All r...
13
How to become a just-in-time marketer
Four new imperatives in the Just-in-Time Marketing Era
Copyright © 2016 Accenture...
14
About the research
Accenture Institute for High Performance research
Copyright © 2016 Accenture All rights reserved.
IN...
15
Contact us
Copyright © 2016 Accenture All rights reserved.
Related reading
Mark Hosbein
Managing Director
Mark.hosbein@...
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Just-in-time Marketing

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We’ve uncovered a select group of “just-in-time (JIT) marketing masters” who are more adept than their peers at reaching a greater share of in-market customers with the right message at the right time.

Publicada em: Marketing
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Just-in-time Marketing

  1. 1. Lessons from the Masters Just-in-Time Marketing: Research points to a new era of just-in-time marketing
  2. 2. Just-in-Time Marketing: Lessons from the masters Copyright © 2016 Accenture All rights reserved. 2 Overview Marketers have changed the way in which they engage consumers, but it is worth asking whether their changes have taken them all the way back to the “factory floor” where marketing is produced. It’s time to produce marketing ‘just in time’. Accenture research has uncovered a select group of ‘just-in-time marketing’ masters who are more adept than their peers at reaching a greater share of in-market customers with the right message at the right time. Thanks to this, they are more effective and efficient with their marketing spend – with positive financial results.
  3. 3. 3 “Awareness Marketing” is less relevant to consumers Marketing content gets old fast—new solutions are needed Copyright © 2016 Accenture All rights reserved. Mass marketing is proving less and less successful. Companies are faced with rapid market change and consumers that: Consumers said the number of brands they consider before making a purchase has increased significantly over the past 10 years* Consumers are more likely to switch providers today compared to 10 years ago* Source: Just-in-time marketing CMO survey, Accenture 2015 56% 46% Gather robust information about any product or service of interest Seek “better, faster, cheaper” above brand loyalty
  4. 4. 4 That’s why marketing today has a critical “inventory problem” – similar to that faced by manufacturing before the advent of just-in-time thinking Both mass manufacturing and mass marketing result in wasteful, excess inventory Copyright © 2016 Accenture All rights reserved. Physical inventory Marketing inventory What it’s made up of… Unused raw materials and parts, and unsold goods Unnecessary brand awareness and product preferences stored in consumers’ minds What it’s caused by… Overproduction and inability to quickly respond to shifting demand Reaching consumers who will never become customers Why it leads to lower profits… Avoidable storage and depreciation charges Unnecessary marketing production and execution expenses Why it leads to loss of long-term value… Product obsolescence, especially due to accelerating technology obsolescence Customer brand and product knowledge obsolescence, especially due to shrinking product lifecycles and accelerating purchase cycles The result Waste, inefficiency and poor quality
  5. 5. 5 Just-in-time thinking stemmed the tide of inventory in manufacturing, and the same principle can be applied to marketing today Copyright © 2016 Accenture All rights reserved. Revolution in manufacturing Revolution in marketing 1950’s 1980’s 2010’s The Conventional Wisdom The Burning Platform The New Paradigm Economies of scale: Overproduce to gain efficiencies Post-war Japan: No longer a mass market for mass production Produce only what’s necessary to meet the customers’ needs The broadcast marketing funnel: Overproduce marketing to ensure reach Advent of the digital consumer: No longer a “mass market for marketing” Produce only the marketing that’s required, at the time that it’s needed, with the right message or offer that will convert a sale Taichi Ohno Toyota Motor Company ?
  6. 6. Production Era (1860-1920s) Sales Era (1920s-1950s) Marketing Era (1950s-1990s) Relationship Era (1990s-2010s) Just-in-time Era (2010s-present?) Role of marketing No distinct role. To sell created products to consumers at scale. Hard selling is necessary, backed by advertising. To research and understand consumers to better tailor marketing messages and products to their needs and desires. To build bilateral relationships with customers to increase their loyalty via input into products and business directions. To be present at the time of need and latent desire at the right time with the right message or offer to convert a sale. Required capabilities No notable capabilities. Market research; create relevant advertising and convincingly sell products. In-depth customer research; create products based on those insights, and engage through various marketing tactics. Building customer relationships and loyalty, create or co-create customer-centric products and engage through a variety of tactics. Reaching the right customer through real-time customer knowledge, deep channel expertise and messaging agility. 6 Marketing has evolved over several historical eras, and the latest shift makes just-in-time capabilities more important than ever Copyright © 2016 Accenture All rights reserved.
  7. 7. 7 Reaching the right consumers at the right time with the right message Just-in-time marketing tackles overproduction and wasted effort Copyright © 2016 Accenture All rights reserved. Marketing waste is quantifiable, represents more spend than you think and needs to be tackled urgently Top-tier marketing organizations address marketing waste far more effectively than their peers Just-in-time marketers tend to grow faster than their peers Just-in-time marketers behave and operate differently from their peers Our survey of chief marketing officers found:
  8. 8. 8 The extent of wasted marketing effort is worryingly vast Marketing waste is quantifiable; it represents more spend than you think and needs urgent action Copyright © 2016 Accenture All rights reserved. Source: Just-in-time marketing CMO survey, Accenture 2015 Fewer 18% of the individuals that marketers reach are the right customers for the product or service on offer 18% Hundreds of billions of dollars may be wasted annually on out-of-market customers worldwide US$600 billion Companies around the world collectively spent an estimated US$600 billion on advertising in 2015
  9. 9. 9 Top-tier marketers address marketing waste more effectively Just-in-time marketers exhibit “waste-conscious” attitudes and mindsets Copyright © 2016 Accenture All rights reserved. Over the long term, these inefficiencies can cost money and customers. So I make sure to put a lot of effort in to fix this. CMO, large UK-based retailer* Which of these statements best represents your attitude towards inefficiencies incurred by various marketing activities? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Just-in-time marketers Everybody else Make a large effort to minimize Eliminating is one of my highest priorities Make a large effort to minimize inefficiencies Eliminating inefficiencies is one of my highest priorities What sets just-in-time marketers apart? • More customer knowledge • Better channel capabilities • Greater marketing agility Source: Just-in-time marketing CMO survey, Accenture 2015
  10. 10. 10 Just-in-time marketers tend to grow faster than their peers Effective and efficient marketers gain a competitive advantage Copyright © 2016 Accenture All rights reserved. % reporting greater than 26% 1-year growth than peers 0% 5% 10% 15% 20% 25% 30% 35% 40% Just-in-time marketers Everybody else % reporting greater than 26% 3-year growth than peers 0% 10% 20% 30% 40% Just-in-time marketers Everybody else Just-in-time marketing relates to improved financial performance and better business outcomes Source: Just-in-time marketing CMO survey, Accenture 2015
  11. 11. • Embed marketing, digital and analytics capabilities and talent throughout their organizations • Leverage lean centers of excellence for digital and analytics skills • Independently choose or invest in their own IT solutions 11 Just-in-time marketers behave and operate differently Just-in-time marketers distinguish their approach to marketing initiatives from that of their peers Copyright © 2016 Accenture All rights reserved. What do just-in-time marketers do differently? How do just-in-time marketers operate differently? 0% 10% 20% 30% 40% 50% 60% 70% Just-in-time marketers Everybody else % reporting very high integration of digital and traditional marketing initiatives Just-in-time marketers are more likely than their peers to:
  12. 12. 12 Just-in-time marketing: Impacts on the company Implications across multiple dimensions Copyright © 2016 Accenture All rights reserved. Planning Operating Models Organization Platforms Information Technology • Long-range plans have less value • Marketing plans need to be more fluid • Integrate digital capabilities more firmly into marketing operating models • Use analytics to deliver data that is more surgical about a particular offer • Integrate digital and traditional channels • Integrate insights from customer service and customer care • Leverage tools and platforms, enabling more agility and faster response • Look to have results in days, not months • Determine the best IT investments tailored for marketing needs • Leverage SaaS and open source to create solutions faster and more easily
  13. 13. 13 How to become a just-in-time marketer Four new imperatives in the Just-in-Time Marketing Era Copyright © 2016 Accenture All rights reserved. Hone Operations Become an Effective Listener Leverage Extended Teams and As-a-service Providers Solve for Leading Indicators • Spend less time studying, and more time executing and refining • Sharpen operations to respond quickly and nimbly • Combine insights and instinct to heed real-time cues • Focus more on listening and less on periodic studies • Quickly gain maturity with experienced marketing services providers • Leverage their capabilities in analytics and social media monitoring • Don’t solve just for the average, solve for the extremes • Achieve total quality among all customer interactions
  14. 14. 14 About the research Accenture Institute for High Performance research Copyright © 2016 Accenture All rights reserved. INDUSTRIES REPRESENTED Telecommunications Electronics & High Tech Wealth & Asset Management Banking Media & Entertainment Hospitality & Travel Retail Consumer Goods & Services Insurance Utilities Spain Brazil Canada Japan Germany Italy China United States United Kingdom France India COUNTRY HEADQUARTERS REPRESENTED We sought to quantify marketing inefficiencies and identify marketing attitudes and behaviors: 532 chief marketing officers Survey conducted September to November 2015 11 countries and 10 industries, all with reported revenues of more than US$1 billion Source: Just-in-time marketing CMO survey, Accenture 2015
  15. 15. 15 Contact us Copyright © 2016 Accenture All rights reserved. Related reading Mark Hosbein Managing Director Mark.hosbein@accenture.com Joshua Bellin Research Fellow joshua.b.bellin@accenture.com Building the Just-in-Time Marketing Organization https://www.linkedin.com/company/accenture-operations https://twitter.com/AccentureOps

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