The Future of Marketing: One Marketing from Couch to Cart Companies invest millions of dollars to build consumer awareness and brand affinity, yet continue to struggle with translating that investment into converting consumers into BUYERS. The space between consumer and shopper is narrowing and the days of siloed consumer and shopper marketing disciplines are past. One Marketing represents the new age of demand creation and of consumer to buyer integrated marketing that includes enterprise-wide integrated planning, perpetual connectivity and communication, marketing co-creation with retailers and a flexible, nimble go-to-market model. Transformational change is needed to achieve a new level of business impact, unlock new sources of growth and gain powerful synergies to maximize ROI. Here we explore: - The future implications of this new integrated world and the disruptive forces that will accelerate shopper conversion; - Integrated capabilities across the organization needed to win; and - Key principles for success in this new age of One Marketing.

1. ONE MARKETING
From Couch to Cart
March 2015
© Caprē Group, Inc. 2015

2. 2
The Future of Marketing is … ONE

3. Power of Retail Gave Rise to Shopper Marketing
3
MARKETING

4. Distinct And Separate Objectives Emerged
4
BRAND SHOPPER
Convert Shopper
into Buyer
Position Uniquely in
Consumer Mind

5. Traditional P2P – Linear With Clear Division of Labor
5
PRE-SHOP SHOP POST-SHOP
Home Store Home
BRAND BRANDSHOPPER

6. Specialized Marketing Perspectives Provided Greater
Focus…
6
“The digital persona”
“The online customer”
“The Target aficionado”
“The mobile shopper”
“The social promoter”
“The pop culture maven”
“The household influencer”
“The millennial consumer”
“The brand advocate”

7. …But Produced a Fragmented View
7
“The digital persona”
“The online customer”
“The Target aficionado”
“The mobile shopper”
“The social promoter”
“The pop culture maven”
“The household influencer”
“The millennial consumer”
“The brand advocate”

8. New Media & Technology Provide an Explosion of Choice…
8
Smartphone
Ubiquity
Omni-Channel
Purchase
Rise of Mobile
Shopping
Explosion of
Content
Proliferation of
Brand
Communications
Information Availability

9. PRE-SHOP SHOP POST-SHOP
… Enabling Seamless Shifting Between Consumer and
Shopper Mindsets
9
HOMEHOME STORE
CONSUMER MINDSET
SHOPPER MINDSET
PRE-SHOP
SHOP
POST-SHOP

10. 10
Brand and
Shopper teams
disconnected
Increased Complexity Challenges How We Do Business
Roles viewed
through functional
lens
Separate
scorecards

11. 11
Competing and
disjointed
strategies
Increased Complexity Challenges How We Do Business
Organization is
slow and reactive
Lack of focus on
organizational
capabilities

12. 12
The Impact: Pressure on Business Results
Topline Growth
Return On Marketing
Investment
Competitive
Position
Retailer Influence
Wall Street
Perception

13. 13
It’s Time For Change

14. The Future of Marketing is … ONE
14
Convergence • Holistic Approach • Interconnectivity
BRAND
INSIGHTS
SHOPPER
SHOPPER
CUSTOMER
ONE
MARKETING

15. Building a One Marketing World
15
CAPABILITY
Tools
Insights
People
Process
ORGANIZATIONAL
CAPABILITY

16. PROCESSES Drive Marketing Focus On Aligned Goals
16
Process
Business Plans are
nimbly executed across
functions & P2P
Resources allocated
to opportunities, not
functions
Human-Centric
Marketing approach
and mindset

17. PEOPLE Broaden Competencies, Perspective & Connections
17
People
Borderless ecosystems
enable nimbleness and
collaboration
Competencies
broadened to
encompass entire P2P
Roles & responsibilities
interconnected across
Marketing disciplines

18. INSIGHTS Are Developed, Leveraged, And Broadly Shared
18
Insights
Insights are nimble
and scalable
Research plans
integrated to create a
full P2P perspective
Consumer, Shopper,
and Retailer insights
converge to create
holistic view

19. Critical TOOLS Enable Connection, Alignment and
Integrated Planning
19
Tools
Big Data provides
advanced
analytics and
realtime access
Integrated
metrics incent
collaboration &
interconnectivity
Knowledge
Management
enables
nimble organization
Evolved ROI
informs targeted
resource allocation

20. Where Do We Go From Here?
20

21. One Marketing Can Be Built Top Down Or Bottom Up
21
• Organization-wide change program
initiated by Senior leaders
• Multiple capabilities developed
concurrently
• Work teams independently pilot new
approaches
• Leverage success to enlist leadership
and other groups over time
GRASS ROOTSLEADERSHIP LED
ONE MARKETING

22. Research Brand Shopper Analytics Sales
Organization
It’s Not About Functions – But Seamless Organizational
Capabilities
22

23. Research Brand Shopper Analytics Sales
Organization
It’s Not About Functions – But Seamless Organizational
Capabilities
23
Shopper
Conversion
Capability
Framework™
© Caprē Group 2014

24. Change Can Start Today!
24

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Turning shopper capability into results
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Atlanta, GA 30346