Reinvent marketing for your radically new environment: smarter, faster, more agile, more customer-driven! In this "by marketers, for marketers" primer, Nicholas Johnson offers evidence-based guidance for transforming what you do, and how you do it.   The Future of Marketing shows how to anticipate and respond to relentless change in channels, media options, organizational relationships, technologies, markets, products, services – and most important of all, customers. Johnson investigates each key emerging trend marketers are facing, from shifting customer expectations and fragmenting media landscapes to the challenge of synthesizing vast troves of data into actionable knowledge. He explains how these trends are eradicating ‘marketing’ as we know it, and helps you respond by refashioning organizational structures, marketing campaigns, marketer roles, and much more.   You’ll learn how to: ¿ Move from "campaigning" to storytelling and authentic conversations ¿ Achieve true ‘real-time marketing" and greater agility throughout the marketing function ¿ Migrate from big TV buys to a pervasive multi-channel/omni-channel approach ¿ Accelerate marketing processes, eliminate bureaucracy, and optimize agility ¿ Mitigate risk when everything’s moving at lightspeed ¿ And much more   Johnson supports his recommendations by taking you behind the scenes with some of the world’s top marketing teams, at companies including L’Oreal, Old Navy, Time Warner, Adidas, HP, McDonalds, Wells Fargo, and Universal. These highly-successful marketers have recognized that they too must change to flourish in a radically new environment. Johnson shows how they’re planning and executing those changes – and how you can, too. Whether you’re a marketing executive, strategist, or manager, The Future of Marketing offers what your organization needs most: a clear path forward.

Table of Contents:
Introduction     1     Who Is It For?     2     Research and Development     4     A Note on Contributors     5 PART I:  WHAT’S CHANGED?    9 Chapter 1  The 4 P’s Are Passe     11 Power Has Changed Hands     12 How Has the Brand/Customer Relationship Changed?    15     A Brief History of Online Marketing     15     A Free Loudspeaker for All!    17 New Competitors + More Noise = Need for Relevance     18     Noise Levels Are Increasing     19     Digital Has Changed the Game Marketers and Consumers Are Playing     20 How Has the Changing Media Landscape Changed the Marketer’s Role?    21     How Media Disruption Has Impacted Marketers     23     A Fragmented, “Transmedia” Landscape     25     Things Are a Lot Harder Than They Were Back in the 1990s     28     It’s Not All Bad...    29 How Does the “Flood” of Customer Data Impact the Marketer’s Role?    29     From Art to Science     30     More Data = More Accountability     31 The Democratization of Your Brand     32     Your Customers Have More Choice and Power     33     Backstory Is More Important Than Tagline     34     The Impact of the Global Financial Crisis     34     Brand Is a Conversation Between Companies and Their Customers     35 Not Everything Has Changed: The Fundamentals Remain the Same     37     ART Means Major Changes Must Be Made     41 The New Customer Contract: Authenticity, Relevance, and Transparency     41     The New Customer Contract: Authenticity     42     The New Customer Contract: Relevance     44     The New Customer Contract: Transparency     45 How ART Will Impact the Future of Marketing     46 Endnotes     48 Chapter 2  What Is a Customer Journey, and Why Does It Matter?    53 The Customer Journey Means Expanded Roles     56 Endnotes     56 PART II:  HOW ARE COMPANIES COPING?    59 Chapter 3  How Are Companies Doing Right Now?    61 The Marketer’s Expanding Role: Confusion on Next Steps     62 Internal Structures Are Beginning to Change     62 Collaboration Is Key     63     Departure Lounge     66 Marketing Is Under Pressure to Increase Speed     68     1. Customers Expect Responses to Queries Far More Quickly     68     2. Customers Reward Marketing Campaigns That Are Closely Linked to Developments in the World Around Them     70     3. New Platforms Reach Maturity (and Huge User Bases) More Quickly Than Ever     70     4. Data and New Measurement Methodologies Quickly Give Marketers Usable Insight into Campaign Success     72 How Are Marketers Beginning to Increase the Speed?     73 Media Fragmentation Is Tough to Deal With     74     Things Are Changing Fast     76     Marketers Must Mix Paid, Earned, and Owned Channels     76 Delivering a Consistent Brand Message Is Increasingly Challenging     77     The Speed with Which Channel Fragmentation Is Taking Place Is a Challenge All Its Own     79 Most Companies Are Not Fully Leveraging Customer Data for Better Customer Insight     80 A Long Way to Go—But There’s Increasing Clarity on the Route to Take     82 Next Steps     83 Endnotes     84 PART III:  BUILDING FOR THE FUTURE     85 Chapter 4  Brand Management and Storytelling     87 Managing a Brand in Collaboration with Customers     87     Experience Supersedes Logo     87     Brand Is How a Company Acts As a Corporate Citizen     88 How Can Brand Storytelling Help?    89     This Isn’t a New Coat of Paint—It’s Deeper Than That     92 How Can You Build Storytelling into Your Marketing Campaign?    93 The Battle Between Art and Science Isn’t Over Yet     94 Endnotes     94 Chapter 5  Getting Your House in Order: How Internal Buy-In Impacts External Marketing     95 Consistent Experience Across Multiple Channels Is Hard but Essential     96     Transparency Makes Consistency Essential     98     Build Your Corporate Onion     98 Internal Is Where This All Begins     99     Step 1: Build from the Ground Up, Not the Top Down     100     Step 2: Build a Clear Role for the Individual and Highlight the Benefits of That Role     100     Step 3: Immerse Your Employees in the Journey to Reassure Them     101     Step 4: Focus on the Long Term, Not the “Year of Customer Experience”    103 Endnotes     103 Molson Coors Case Study     104 Chapter 6  How an Evolved Internal Structure Drives Authentic, Relevant, and Transparent Marketing     119 The Chief Marketing Officer’s Evolution     120     From Part of the Matrix to a Leadership Role     121 Why a Centralized Marketing Community Is Critical     122     Should Marketing Expand Itself Out of Existence?    124     Splitting the Marketing Department     124     New Roles and Responsibilities     126 Focus on Agility     127     Why IT, Data, and Marketing Departments Need to Work Together     128 Breaking Down Silos for a More Comprehensive Customer Picture     130     Unification of Information     131     Internal Data     132     Uniformity of Response     133 Randstad Case Study     134 Endnotes     137 Chapter 7  Data for Relevance and Agility     139 Importance of Data and Science     139     1: The Scale Is Incredible     139     2: The Opportunity Is Enormous—and the Imperative Is Unavoidable     140     3: You’re Now Competing with Digital Natives     141     4: Data Helps You Spot Problems     142 Setting Up for Data     143     1: Hiring the Right People and Evolving the Marketer’s Role     144     2: Build the Right Organizational Model     144     3: Set Clear Goals Aligned to Overall Corporate Goals     145     4: Find the Signal in the Noise     146 The Benefits One Can Expect from a Comprehensive, Forward-Looking Approach to Data Management and Analysis     147     Better Understanding for More Relevance     150     Finally, a Replacement for Focus Groups     151     Enhanced Relevance: Building Better Campaigns—and Better Products     152     Examples of Brands Using Data for Better Marketing     153     Data for More Agility: Insight at Speed for On-the-Fly Campaign Evolution     156     Data Is Not a Miracle Cure. There are limits to its Utility     157     Allowing Data to Replace Creativity     158     Are We Headed for a Data Drought?    158     Avoiding Creepiness     160 Conclusions     161 Endnotes     162 One Medical Group Case Study     164 KidZania Case Study     170 Land O’Lakes Case Study     180 Chapter 8  Why Multichannel Matters     183 You’ve Got to Spread Yourself Thin     185     Work out Which Channels Are Worth the Money to You     186     Define How to Use Channels Appropriately     187     You’ve Got to Make Sure That Channels Work in Some Form of Harmony     188 Multichannel As a Foundation     190 Endnotes     190 Hiscox Case Study     180 Chapter 9  Content Marketing to Drive Engagement     197 Create Content of the Requisite Quality     200 Relevance: Appealing Directly and Engagingly to Your Customers     201     Content That Is Useful     201     Content That Is Entertaining     202 Disseminate Content in the Right Way     203 Measure Impact and Track Success     204 Endnotes     205 Chapter 10  The Imperative—and Opportunity—of Conversation     207 How Conversation Drives Authenticity     210     Conversation Isn’t Optional     211     Set Up for Social     213 7 Elements of Successful Conversational Marketing from Brands Who’ve Done It Well     214     1: Strike a Chord That Appeals     214     2: Be Ready to Listen     215     3: Get Everyone Singing from the Same Hymn Sheet     216     4: Ensure That Data Has Been Shared and Silos Have Been Eradicated     216     5: Expose the “Latently Happy”    217     6: Don’t Just Talk about Your Products     217     7: Don’t Cause a Scene     218 Endnotes     226 PART IV:  A PROPOSED NEW DEPARTMENT     229 Chapter 11  The Marketing Department of the Future     231 How Will Companies Deliver on Art?    233     1: The Marketing Department Will Put Customer Experience at the Center of Its Operations     233     2: A Simple Structure to Enhance Agility     236     3: New Skill Sets for a New World     239     4: The Walls between Employees and Customers Come Down     241 Final Conclusions     243 Endnotes     244 Index     245   Reinvent marketing for today’s radically new customers and business environment – and tomorrow’s!