Shawn Goodin, Director of Marketing Technology at Clorox, provided vision and practice for what that will actually look like in the “day job” of a marketing executive. He drove home a point Mike introduced about the shift from a product-centered economy (and product-centered marketing) to a consumer-centered economy, where experience is king.
This was particularly interesting given that Shawn works for what most would consider a pretty traditional, product-centered company.
Shawn shared his own journey from underemployed cultural anthropologist to IT guy to marketer. At Clorox he lives in the IT department but is embedded in Marketing. He stressed that in today’s world, it’s critical for these two departments to not only talk to each other but work as partners, in order to better understand their consumers, meet them where they are, and do a better job anticipating & meeting their needs. The CMO and the CIO need to be best friends, because, “We’re flying 5 planes, and rebuilding them in mid-air, without knowing when & where we’re going to land. You’ve gotta get the IT guys in the plane with you & trust them to help you build the plane!”
In contrast to the “old school CPG” model of manual mass marketing, Shawn described the shift in process at Clorox to more targeted and even 1:1 marketing that’s being automated and personalized. His team, a mix of marketers and “tech guys,” started the process by building the brand journey strategy and a consumer experience framework, in order to help the marketing teams better imagine and describe what they needed to begin the transformation. The team at Clorox has come to realize that technology is increasingly not just a tool to enable marketing; it IS the marketing.
The agility practiced in startup environments becomes a necessary skill even in large corporations. Marketers will have to be highly flexible, recognizing that the consumers and data availability vary dramatically by market, as do their needs and the way they prioritize brands. Therefore we can’t expect to develop “the approach” and roll it out simultaneously across the enterprise.
The real fun ensued when we broke up into smaller groups to practice these ideas brainstorming against some of Clorox’s most popular brands. That process illuminated what should have been obvious – that a solid brand strategy and consumer insight is still the foundation of successful digital transformation. The greatest takeaway from this exercise was that the real shift in focus is from selling the next product to creating the next awesome experience for its consumer.
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Online 3-18 Session Recap:
Our conversation continued online about digital transformation’s impact on marketing with Shawn…
Challenge: How do you take consumer-level data…define an audience…pick your priorities among their marketing channels…and pick your priorities in timing the right messages to them? The answer = build models. Then automate. This will be the formula marketers need to use for the future.
Management of data will be critical whether from 3rd parties or internal (and this is not just a marketing problem, it is a corporate-wide issue). Many 3rd party data sources use different definitions/criteria for audience segments (e.g. “millennials”) and cookie data is not that reliable (multiple users of same device for example).
The increasingly complex plethora of marketing apps available to marketers is yet another reality. Martech data points. In the Marketing and Technology infographic from chiefmartec.com, in the advertising and promotion category, what was 350 marketing applications in 2012 years ago turned into 1800 last year and almost 4,000 this year. Marketing clouds will pick different feature sets and will therefore will be quite different from one another. Marketers take note!
Shawn offered up again that great 3-D visual highlighting the evolution of marketing strategies along 3 dimensions:
- Mass…targeted…1:1 (message)
- Single channel…multi-channel…omni channel (distribution)
- manual…automated…predictive (operational execution)
He then dove into a Kingsford test and learn example using weather data to time messaging across geographies and a Hidden Valley pilot taking mined search terms to identify high engagement content opportunities using recipes. He pointed out that marketers need to view our gradual transition across the 3-D landscape as “directional not a science”. It is still hard to tie firm ROI metrics to specific investments (e.g social’s impact on sales, content marketing’s impact on sales). Also tough to personalize 1:1 still despite the web personalization platforms out there. Anonymous visitors to site are still problematic (appending 3rd party data).
A great point he made was that digital transformation is not optional. Companies that don’t do it will simply cease to exist. Wow.
Key is still really mapping out the customer journeys (several not one) with customer actions, loyalty stages, touchpoints and the data sources, technologies which need to be employed at each stage. Test and learn. Rinse, repeat.
The future? Companies will start investing in content hubs, cross-company data integration hubs. Thirty percent of spending going to technologies…70% to data integration. Hmmm. Thanks @ShawnGoodin!
Join us for Part 3 in the Series on April 21, when Mark Hatch CEO / Co-Founder, TechShop and author of “The Maker Movement Manifesto”, will inspire us and equip us with steps to think more creatively about reinventing our personal role in the emerging connected landscape.