Canadian Marketing Association Summit 2012 in Review (Day #1)

A couple of weeks ago I had the opportunity to attend the 2012 Canadian Marketing Association Summit. The annual two day event was packed full of insights and information from true visionaries, with content focussed on this year’s theme of “connections” – how connections with consumers, with customers and with each other are made, maintained, and measured.

I thought I would share a brief recap of the sessions I attended, inspired by a similar post Michael Zipursky from FreshGigs.ca wrote summarizing the recent VISION marketing conference hosted by the British Columbia Chapter of the American Marketing Association.

Key learnings from the sessions on the first day of the conference are below. Click here to read a review of the sessions for day #2.

 

Sir Ken Robinson
“Leading a Culture of Innovation”

 

Sir Ken Robinson, PhD, is an internationally recognized leader in the development of education, creativity and innovation. He is also one of the world’s leading speakers with a profound impact on audiences everywhere. Sir Ken Robinson spoke about leading a culture of innovation – his talk was both humorous and inspiring.

Some key points from Sir Ken’s talk:

  • To be creative, we must actually DO something.
  • A systematic approach to innovation is needed – it must be engrained in a company’s culture.
  • Education systems are locked in the past (see Sir Ken Robinson’s TED Talk on how schools kill creativity).
  • The transformation of technologies is unpredictable.
    • Apple’s App Store necessitated development of advanced credit card processing technology.
    • Twitter’s original purpose was to enable people to communicate what they’re currently doing to a small group.
  • Everyone has creative capacities – companies that are innovative understand this.
  • Most organizations are built on command and control – if you want innovation, you must think differently.
  • Innovative companies focus on “climate control” as opposed to “total control” to cultivate possibilities and creative capacity.
  • Companies should focus on developing the talents of everyone, rewarding creativity.
  • Create an innovative culture through habits and habitat – deliberately and systematically.
  • Innovative companies mentioned by Sir Ken Robinson included IDEO, Zappos and IBM.

Twitter: @sirkenrobinson


Bryan Pearson
“The Loyalty Leap: Turning Customer Information into Customer Loyalty”

Bryan Pearson, President and CEO of LoyaltyOne, is an internationally recognized expert and author in the fields of enterprise loyalty and coalition marketing with more than two decades experience developing meaningful customer relationships for some of the world’s leading companies. He is also the author of The Loyalty Leap – an insightful book that I just finished reading.

Some key points from Bryan’s talk:

  • Companies can’t cost cut their way to growth; they must connect differently with customers.
  • There are three ways companies compete
    • On efficiency (Walmart)
    • On product (Apple)
    • On customer intimacy (through which we can all win)
  • Media is fragmented, consumers encounter 5,000 to 10,000 brand messages daily.
  • Companies now have an opportunity to capture oceans of data.
  • Need to focus on moving from product centricity to customer centricity (see blog post I wrote on customer-centricity).
  • The three R’s – relevance, recognition and reward.
  • Through data integration, companies need to deliver better on relevance.
  • Several dimensions to relevance – spatial (location), temporal (event based), individual and cultural.
  • Companies can tailor offers taking the dimensions of relevance into account.
  • Shell leveraged customer data from Air Miles to provide customer offers during a period in which their preferred gas stations were closed for renovation – sales actually increased.
  • Nike is great example of building loyalty without control of channel, through Nike+ apps.
  • By being customer-centric at heart, companies have an opportunity to become relevant.
  • Companies must leverage data collected, but it’s key to be transparent to build trust – always use data in best interest of customer.

 

 

Twitter: @pearson4loyalty


David Shing
“What’s Next for Media?”

David Shing is the Digital Prophet for AOL and recently was the head of Media and Marketing for AOL Europe before relocating to New York in 2011. He literally gave the most fast-paced, high tempo presentation I’ve ever seen – sharing insights on the digital revolution, trends he sees unfolding, and how to keep up with the rapidly changing landscape.

Some key points from David’s talk:

  • Fragmentation is accelerating – portals, search, blogs, aggregators, feeds, social networks.
  • Digital content should entertain, inform and provide utility.
  • Attention is the new currency and simplicity is the ultimate sophistication.
  • Nike+ FuelBand is a great example of combining physical, digital and social.
  • Location, location, location – social identity broadcasting (when, where and what) is accelerating.
  • People are getting overwhelmed – defriend and unfollow will be a trend.
  • It’s not about size, it’s about influence.
  • Companies need to create experiences authentic to the environment.
  • Generic advertising must evolve to influence marketing.
  • 0.02% is now the average display/banner ad click through rate.
  • As economic woes continue, consumers will appreciate small acts of kindness – even branded ones.
  • Cause marketing is now 3rd largest for sponsorship dollars.
  • What’s next?  Conversations, not campaigns. Conversations, not chatter.
  • Online videos are becoming increasingly prominent.
  • Companies must be an engine of difference to consumers
    • Foster social utility – it’s like like water, electricity
    • Encourage a remix culture
    • Find the right people
    • Harness pre-existing communities
    • Embrace co-creation, and fast fail foundation

Twitter: @shingy


Jim Lecinski
“ZMOT – Winning the Zero Moment of Truth”

 

Jim Lecinski is the Vice President, U.S. Sales for Google, and he leads Google’s advertising business nationally. His focus is helping major marketers and media agency partners in the Consumer Packaged Goods, Pharmacy & Healthcare, Food/Beverage/Restaurant, Branded Apparel & Durables and Media & Entertainment industries adapt to the new digital marketing realities.

Some key points from Jim’s talk:

  • The traditional mental model of marketing: stimulus -> first moment of truth (in store, point of decision) -> second moment of truth (experience product/service).
  • Recession and technology have changed the model of building brands.
  • A new moment of truth has arisen – online research.
  • Consider:
    • 83% of people regularly rely on review sites when making buying decisions.
    • 93% of Canadian online population conducts research online.
    • 47% of Canadian online population go to product review site.
    • 58% of people indicate online research influenced buying decision “a lot”.
  • TV is still an important stimulus – it prompts more action at ZMOT.
  • With mobile, ZMOT can happen at point of purchase in store.
  • Local searches, coupon searches are growing.
  • The number of sources customers use for information is increasing significantly.
  • How to win the zero moment of truth?
    • Put someone in charge.
    • Find the zero moments in your category.
    • Answer question’s people are asking you (research on Google).
    • Optimize for mobile.
    • Be fast – keep on top of trends and opportunities.
    • Win with video.

Twitter: @jimlecinski


Brent Choi and Andrew Simon
“Maximizing Your ROC – Return on Creativity. How to make innovate thinking work harder for your company.”

 

Brent Choi, Chief Creative Director at Cundari Group, and Andrew Simon, Partner and Chief Creative Officer at Blammo Worldwide, discussed creativity and shared some examples of innovative companies that foster a creative workplace culture.

Some key points from their talk:

  • Creativity is a discipline, a commitment and an investment.
  • Google does it well.
    • Employees allowed to spend 20% of their workweek on special projects not related to their normal workload.
    • Creativity is considered a collective pursuit.
    • Failure is fine – employees are encouraged to openly talk about failures.
    • Google has a vending machine for computer parts.
    • Free lunch offered, encouraging people from different areas of company to talk.
  • General Mills “Bold Experiments” strategy rewards brave decision making.
    • Cited Cheech and Chong promotion of Fibre One brownie.
  • Procter and Gamble has developed a “playground” property which employees can make use of, to incubate ideas while also escaping from the office.
  • To think creatively, companies need to break free and think differently.
  • Bring together people from different disciplines, with different ideas and perspectives.
  • Successful companies are ones that embrace creativity.

Twitter: @brentchoi, @andrewlsimon


Adam Froman
“The Age of Intelligence: From Insight to Action by Harnessing the Voice of the Customer”

Adam Froman, Founder and CEO of Delvinia, believes that digital platforms can be used to create meaningful, human connections between companies and their customers. His talk focussed on how companies can capture attitudes and behaviours of their customers to develop customer-driven strategies and improve customer experiences.

Some key points from Adam’s talk:

  • Much has changed over the last few years, but what hasn’t changed – need to get messages out to consumers, need to collect feedback to derive insights.
  • Voice of the customer has emerged, opportunity to collect feedback leveraging technology and attain 360 view of the customer in real time.
  • Three parts:
    • Ask customers for their opinion and perspective in real time.
    • Listen to what customers are saying about your brand.
    • Observe behaviour to understand how to enhance customer experience.
  • Ask:
    • Companies can use a variety of methods to attain opinions, including surveys, online communities, forums.
    • Three key motivators, from customer perspective – trust, privacy and reciprocity.
    • Opportunity to leverage innovative methods and platforms in collecting data (crowdsourcing cited as example),
  • Listen:
    • Leverage social media monitoring platforms and analytics.
    • Understand community participation (1% are heavy contributors, 9% are somewhat active, 90% are lurkers).
  • Observe:
    • Companies must integrate data to enhance decision making, understand behaviour and attain actionable insights.
    • Tableau and Clarabridge are companies that enable integration of CRM and social data in one place.
  • Five voice of customer key success factors:
    • Accept every customer is digital and they control the conversation.
    • Don’t let technology lead.
    • Think big data and integration of data.
    • Voice of the customer requires collaboration.
    • Voice of the customer is a customer experience.

Building a Customer-Centric Company: Lessons from Coca-Cola Content 2020

Marketing was much simpler when information flowed in one direction, from company to customer. However, with the rapid proliferation of touch points over the past decade or so, and the ability for customers to generate and share their own content about brands, the nature of the game has truly changed – forever.

While most companies realize and understand this, the extreme rapid pace of change has left many somewhat bewildered and slow to adapt in shifting from a product or company-focussed organization to one that truly is customer-centric.

Last year, Coca-Cola produced a visionary and informative video communicating their vision for marketing and communications over the next decade. I recently learned about and watched the video, and I wanted to share my key takeaways – I have done so below.

First, here is the video. Trust me, it is well worth spending twenty minutes of your time to watch.

Key takeaways Coca-Cola’s Content 2020:

1. Content Marketing is Going to Become Critically Important

 

People are drowning in a vast ocean of information and content. Most of it, when viewed from the perspective of a particular individual, is completely and utterly irrelevant. However brands that are able to create interesting and meaningful content – in the mindset of customers, that is – will be better positioned to set themselves apart. In developing a compelling brand story, companies most focus on fitting into the unique individual narratives of a customer’s everyday life, and in someway creating real and genuine value. Marketing “fluff” just won’t cut it.

2. Company Structures and Processes Need to Evolve

The environment has changed, and company structures that were well-suited for the mass marketing era have become antiquated. In particular, companies need to become more open and willing to partner with different contributors in an effort to collaboratively achieve objectives. Essentially, companies need to consider new ways of doing things – such as, for example, inviting input from customers through crowdsourcing or perhaps partnering with a technology company to reach customers in a new and innovative way.

3. Companies Must Adapt to an On-Demand Culture

 

Digital technology and social media has truly facilitated the development of an on-demand culture. While marketing and communications campaigns, finite in nature, will still play an important role – companies need to focus more on being present when customers want them to be present. Engagement opportunities now exist 24 hours a day, 365 days a year, across multiple touch points.

4. Think Big, But Keep Business Objectives in Mind

The rapid pace of change necessitates that companies become more innovative in how they engage with customers. An innovative corporate culture requires big thinking – ideas that push boundaries, perhaps getting companies out of their comfort zone. However, in developing innovative approaches, companies must not lose sight of their business objectives. Connecting the dots might not be easy, and the path might not always be clear, but companies must consider how “idea X” will help the company achieve “objective Y”.

5. Learn to Operate in Perpetual Beta

 

Test, learn, measure and refine. Companies like Google continually test and refine products – often not even dropping the “beta” label once a product has been launched.  Big, creative thinking and innovative content requires testing, and the reality is not everything will work. But companies that focus on identifying successes through measurement, and refining those successes based on insights gained, will be well-poised to create relevant content for customers that truly has meaning and provides value.

What are your thoughts?

Looking Forward to 2010 and Beyond

This post is also published on the BCAMA marketline blog.

Ten years ago at this time, on New Year’s Eve 1999, there was a significant amount of uncertainty worldwide regarding potential computer failures. Ah yes, the infamous Y2K bug. It was also a time for reflection and anticipation, particularly given that it was not just the dawn of a new year, but also a new century.

It is amazing to look back and observe the innovation and changes that have occurred over the past ten years.

From a marketing standpoint, we have witnessed a number of things, including:

  • The rise of Google and the importance of search engine optimization. “You are what Google says you are”. Try typing in the name of your own brand, or heck even your own name, and see what you get. As many as 59% of online consumers now use search engines as a source of researching product information. How did I find that stat? Well, using Google, of course!
  • Media fragmentation. Over the last decade, there has been a significant increase in the number of available methods for communicating brand messages to target audiences. A recent global study revealed that, for the first time, the Internet is more popular medium than TV. Now, more than ever, companies need to figure out who their target market is, and determine the best methods for engaging them.
  • Social media. Some companies, such as Starbucks and Ford, have done a great job at leveraging social media to truly engage consumers, deepening relationships and enhancing loyalty. However, it seems that many companies and their respective agencies are still trying to grasp the power and potential strategic applications. See Motrin and Toyota. With countless blogs, and tens of millions of people using social networks such as Facebook, MySpace and Twitter, social media is here to stay. Your customers are talking about you. Have you joined the conversation?
  • The long tail. Made possible by the Internet, and popularized by Chris Anderson in a 2004 Wired magazine article and his book “The Long Tail: Why the Future of Business Is Selling Less of More”, companies such as Amazon have achieved success through a niche selling strategy of selling a large number of unique items in small quantities. This has resulted in some new marketing techniques, including the strategic use of word-of-mouth and viral marketing.
  • Mobile access and smartphones. Smartphone usage and WiFi access is increasing worldwide, and so is mobile commerce. Consequently, companies must consider optimizing their websites for mobile access. Opportunities also exist to develop marketing strategies involving mobile applications and augmented reality.

These are just a few highlights that came to mind, as you know there are scores of others.

As I write this, on New Year’s Eve 2009, there is a great deal of uncertainty about what the future holds for marketing and advertising. However, there is also significant opportunity for companies to thrive  – leveraging new mediums and technology to grow awareness for their brands, as well as engage and deepen relationships with consumers.

The computers did not stop working on January 1, 2000, and the sky is not falling right now. Far from it.

It will be interesting to see what the next ten years have in store. What are your predictions? Please feel free to share your thoughts here. It would also be great to hear your insights on the decade that just passed.

Wishing you all of the best for a successful and prosperous 2010.

Cheers,

Eric