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<\/p>\nA lot of us are now on the drawing board mapping out ways to get better in 2018. The fundamentals are not going to change- reach, connect,engage, influence, transact and all of that- but what could we do to better stimulate the landscape as we get set to welcome and take on the New Year. Here’s a partial(and ever evolving list):-<\/p>\n
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a) A new BHAG<\/strong> of tricks: Nothing brings together a team like a BHAG<\/strong> \u2014 a Big Hairy Aggressive Goal<\/strong> \u2014without enough time to deliver it. Backs to the wall brings out the best in us!<\/p>\n b) Am not alluding to the fact of disrespecting the organisation chart<\/strong> but don\u2019t obsess over it on paper.Instead, get the right people<\/strong>, the right goals<\/strong> and vitally, the right trust<\/strong> in place.<\/p>\n c) And for all the HeRoines and HeRoes in HR<\/strong>, recruit<\/strong> with an immersion<\/strong>, not just an interview. Align passion with goals.Basic, yes!\u00a0Hire marketing leaders with general management skills<\/strong> to ensure results exceed individual contribution<\/strong>.<\/p>\n d)\u00a0When things are working well, that is the best time to deconstruct<\/strong> your strategy<\/strong> and try new things.<\/p>\n e)\u00a0If you are in a new category where your customers<\/strong> need a lot of education and support, your organisation needs to be built around education first<\/strong> and products second<\/strong>.<\/p>\n f)\u00a0Extend your approach to marketing beyond \u201cgetting a message out there\u201d; focus on building trust<\/strong>.<\/p>\n g)\u00a0Don\u2019t overcomplicate marketing<\/strong>. At the end of the day, it\u2019s still marketing: Market Research, Content, Sales enablement, Awareness, Demand generation, Partnerships, Customer retention.Customer advocacy.<\/p>\n h)\u00a0When you\u2019re the underdog<\/strong> in your industry, hire people with the DNA<\/strong> to creatively leapfrog<\/strong> the competition, not follow the industry norms. You need to have your Purple Cow<\/strong>(fantastic book by\u00a0Seth Godin<\/strong>).<\/p>\n i)\u00a0Own marketing across the organisation<\/strong>. Don\u2019t be afraid to integrate marketers into other parts of the organisation, but always have at least a dotted line back to marketing.<\/p>\n j) Don\u2019t be afraid of data<\/strong> and machine learning<\/strong>. The time is now to put all that data to use to solve the problems humans simply can\u2019t and further the industry. The key is to leverage<\/strong> them as part of your team, not external resources. Data is the (K)new oil<\/strong> as they say! The transition even amongst large enterprises hitherto involved ion B 2 B marketing is happening towards a B to I space(Business to Individual).<\/strong><\/p>\n k) The best marketing combines data<\/strong> and storytelling<\/strong>. It gives you a way to appeal to the emotional<\/strong> side of people. The Unique Feelings Proposition<\/strong> is what brands need to go after!<\/p>\n l) The future of marketing is in the CeX(Customer Experience)<\/strong>. Success comes from knowing your consumers\u2019 passions<\/strong>, being innovative<\/strong> in the way you engage them and having a team that collaborates across all aspects of the customer experience<\/strong> delivery. For consumers, the thrill and purpose of experience<\/strong> has replaced the earlier compulsion for ownership.\u00a0<\/strong>So ride the opportunity.<\/p>\n m) Marketers<\/strong> will know that The Future of Advertising<\/strong> will be a thing of the past. So, re invent, re engineer, re boot and re calibrate! There is a new customer segment: the Customer Segment of 1<\/strong>. Get ready to reach out to them. Address mindsets<\/strong>, not demographics!<\/p>\n n) As we are all agreeing these days, digital<\/strong> is just as much marketing<\/strong> as marketing<\/strong> is digital<\/strong>. So the two roles have combined, and how! It’s a tell, tell, tell, digitell world<\/strong>.<\/p>\n o) Brands and marketers will recognise the immense power of Transparency<\/strong> and how consumers warm up to brands who are not afraid to stand in their own truth. In a Post Truth<\/strong> world,\u00a0The Future is Transparency<\/strong>!<\/p>\n Marketing<\/strong> has the power, and responsibility, to inspire the whole company, not just customers. Marketing also has the power to be so much more than the \u201cmake it pretty<\/strong>\u201d department.It has the imperative to inspire<\/strong> everyone in the company, not just the people who touch the product<\/strong>.So, let us know our rockets from our launch pads.<\/p>\n For inspiring quotes<\/strong> and actionable intelligence<\/strong> from brand owners<\/strong> and marketing champions<\/strong>, please check this link\u00a0http:\/\/groupisd.com\/isd-brochure\/<\/p>\n ENDS<\/strong><\/p>\n www.groupisd.com<\/strong><\/p>\n www.brandknewmag.com<\/strong><\/p>\n Image Courtsey<\/strong>: Search Engine Journal<\/p>\n","protected":false},"excerpt":{"rendered":" A lot of us are now on the drawing board mapping out ways to get better in 2018. The fundamentals are not going to change- reach, connect,engage, influence, transact and all of that- but what could we do to better stimulate the landscape as we get set to welcome and take on the New Year. … Continue reading “The CMO’s wish list for 2018: An evolving list…”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[26,37,72,64,78,40,73,74,63,79,75,77,76],"class_list":["post-273","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-advertising","tag-branding","tag-cmo","tag-customer-experience","tag-data","tag-digital-marketing","tag-hr","tag-leadership","tag-marketing","tag-storytelling","tag-strategy","tag-transparency","tag-trust"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t