December 2013 - c3centricity | c3centricity

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Best Marketing Quotes to Inspire Essential Actions

Last week I referred to one of the C³Centricity year-end traditions of drawing up a Top 10 list of the most popular posts of the year. Another tradition is our love of inspirational quotes – you only have to look at our homepage to see that!

We have a whole section on quotes in the Library, to which we are constantly adding when we find new ones or get proposals from our friends and followers. In addition, we occasionally like to share some of our favourite ones of the moment and propose actions that are inspired by each of them. Here is our selection for 2013.

 

#1. “Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.”  Al Ries, marketing professional & author who coined the term “positioning”

Whilst I’m not sure I agree that the other challenges of marketing are just “Catskills” (small hills), getting our strategy and timing right are definitely vital. With things moving ever faster today and customers constantly changing their focus and upping their expectations and dem ands, timing has become even more important to get right today. How often do you review your plans, especially for the timing of actions? It is no longer sufficient to fix them annually and then just forget them. Why not make quarterly reviews and monthly evaluations of whether or not your plans need adjustment?

 

#2. “In marketing I’ve seen only one strategy that can’t miss – and that is to market to your best customers first, your best prospects second and the rest of the world last.”  John Romero, designer, programmer & developer of video games

Boss expects you to know your customerThis is a great quote that reminds us to not only target effectively but to be ruthless in doing it. Don’t just take all customers that fit your identified criteria of demographics and habits, but also check their lifetime value too. The better you identify your target customers the more likely it will be that you really satisfy and hopefully delight too. Read “13 Things your boss expects you to know about your customers” for more on targeting.

 

#3. “Business has only two functions – marketing and innovation” Milan Kundera, Czech writer best known for “The Unbearable Lightness of Being”

Another of my favourite marketing quotes, as it is about marketing’s importance to business and reminds us to review ROI in the light of business impact. It also highlights the importance of innovation in today’s world of dem anding customers who rarely stay satisfied for long. Read more on this at “What’s keeping marketers up at night and solutions to help them sleep“.

 

#4. “Marketing is too important to be left to the marketing department” David Packard, co-founder of HP

The new marketing manThis quote may surprise you, but for me it’s a reminder that marketing, as mentioned above, should involve everyone in the company. Although marketing may be the experts, all employees have a role to play in supporting the company and its br ands; they speak with family and friends and even act as a walking advertisement for them. Success in making a company more customer centric comes from every employee thinking customer first. Read “Why marketing will never be replaced but what every CMO must change” for more on this,

 

#5. “Starbucks is not an advertiser; people think we are a great marketing company, but in fact we spend very little money on marketing and more money on training our people than advertising” Howard Schultz, Chairman & CEO of Starbucks

Mr Schultz has clearly understood the importance of customer centricity. As mentioned above, everyone in the company needs to underst and the importance of the customer to the success of the business. Front-end employees – and these are not just in retail outlets, but sales, merch andising, call centre and social media experts – are vital to business and are rarely seen at their true value. Of these I believe call centre employees are amongst the least valued despite their rise in importance in today’s connected world where customers expect answers where, when and how they want them. Read “Clues to a great br and story” for more on this.

 

#6. “The wise man doesn’t give the right answers, he poses the right questions”  Claude Levi-Strauss, French anthropologist & ethnologist, sometimes called the “father of modern anthropology”.

Hindsight, Eyesight or Foresight

Market Researchers are probably the experts in questionnaire design but sometimes there are better ways to underst and your customers than just asking questions. With easy access to your customers through social media and the internet, why not spend time listening and watching your customers and not (just) asking questions? Read “Out of sight, out of mind” for more ways to better underst and your customer.

 

#7. “We have to dare to be ourselves, however frightening or strange that self may prove to be” May Sarton, pen name of Eleanore Marie Sarton, an American poet, novelist & memoirist.

Successful companies are consistent in showing what they st and for; the same applies to br ands. Do you you know what you st and for, rationally, emotionally AND relationally? These are the three essential elements of a strong br and. Read more about br and image definition and measurement at “What does your br and st and for? Ten steps to perfect image following“.

 

#8. “We see things as we are, not as they are” Leo Rosten, teacher, humorist, journalist & scriptwriter.

three people quotesThis is a difficult habit to break on both a personal and professional level. When we are responsible for a br and, it is sometimes necessary to accept that we may not be the ideal customer and thus we have to make choices that will fit them but which we ourselves like less. Underst anding your customers’ needs can be helped by spending more time with them. Why not add it to the annual objectives of your team to regularly shop or use your products and services? In the meantime read “Ten things your customers won’t tell you” for some immediate ideas.

 

#9. “A good head and a good heart are always a formidable combination” Nelson M andela, anti-apartheid revolutionary, politician & philanthropist who served as President of South Africa

It would be impossible not to include a quote from the formidable and recently departed Nelson M andela. Every business needs to have a heart and their customers at the heart of the business. “Improving customer centricity in hospitality” has some great ideas for the industry, that others could also implement.

 

#10. “Fortune favors the prepared mind” Louis Pasteur, French chemist & microbiologist who discovered the principles of vaccination, microbial fermentation & pasteurization. 

Future l andscape

Being prepared is what scouts are famous for, but businesses too need to be prepared for all eventualities. Unfortunately so many organisations think that this can be achieved by following trends, but this will only tell them at best where society might be going. It doesn’t prepare the business for all possible future events both positive and negative. Building scenarios on the other h and will enable both opportunities and possible risks to be identified before they happen and provide sufficient time to develop appropriate plans. Read “Turning trends into future scenarios and the ten step process you need to do it” for more ideas for preparing your own business.

Those are my top ten marketing quotes of the moment. I hope they inspired you to try some new actions. If you have your own favourite quotes to inspire action and change, why not share them below. We’ll publish the best on our website too.

Need help in bringing action and change to your own marketing? C³Centricity runs 1-Day Catalyst Training sessions on numerous topics. Check out our website for more information or contact us for an informal discussion.

C³Centricity uses images from Dreamstime.com  and Kozzi.com

 

Why Marketing will Never be Replaced but What Every CMO Must Change

As businesses become more social, there have been a lot of articles about marketing. Some have spoken about the need for marketing and IT to get together, if not even merge in some way (See the Forbes article last month). Others have proclaimed the end of the CMO’s position altogether, including the infamous piece by IMD’s President Dominique Turpin last year “ The CMO is Dead ..… Welcome to the CCO”.

Then there have been even more articles challenging marketing to show their worth and suggesting metrics to prove their ROI (See  Fournaise 2011 study of 600 CEOs or Forrester’s Marketing Performance Management Survey). The fact that there have been so many different pieces on the topic over the last year or so, suggests to me that marketing is still vital for and extremely attractive to business, but that it is in desperate need of reinventing itself.

For this reason I thought I would start (or is it join?) the conversation about the future of marketing, by proposing what I think will and won’t change and what needs to, at least in my own opinion. I would love you to join the discussion by adding your own thoughts, ideas and comments in the box at the end of this post or on social media where I will be sharing it.

What will change

  • Marketing can no longer work alone in a silo; it needs to become more collaborative and more commercial or business oriented. It can no longer remain fuzzy and hide behind claims that its ROI is difficult to measure.
  • Underst anding customer service opportunitiesThe sales funnel will be (has already been) replaced by the purchase decision journey, which will be a multi-layered, flexible representation of the route to purchase. For more on this, read “ How Great Customer Service Leads to Great Customer Loyalty”.
  • Advertising and messaging TO the customer will be replaced by valuable information made available FOR the customer. In line with the longer sales journey and multiple online consultations, advertising will become more informative, more useful, more timely.
  • Local will no longer be geographic but “Native”. Whether it’s language, habits or interests, customers will be targeted on their similarities that will rarely, if ever, include geographical proximity.
  • Mobile web consulting will become the norm, so br and sites need to become adaptive. Content will aim to inform, educate and entertain first and foremost, rather than sell, and websites will become flexible and adaptive to the differing screens and customer needs.

What won’t change

  • The customer is still the king, but content joins the ranks in almost equal position, needing more respect and value, and less commoditisation. For a great post on this read “ 5 Ways Content Marketing Must Change in 2014”.
  • Recommendations will remain a vital part of choice and decision-making, but they will no longer come from just friends and family. They will come from organised collection – think TripAdvisor or Angie’s List – or from (self) proclaimed experts through their Blog posts and faithful followers.
  • Customer (consumer) underst anding remains vital and in fact the need for underst anding will even increase as customers will be in constant evolution.

What must change

  • We are all swamped with messages and information and yet – perhaps because of this – our attention span is declining. Messaging must become shorter and simpler as people use headlines to decide whether or not to stick around.
  • In addition to the increased need for informative content, it will need to engage as well as (or is it more than?) inform. Storytelling will become an essential skill for marketers, both internally and externally.
  • Wearable technology will totally change our where and when decisions of messaging. The customer will not only be in charge of what messages are received but when to be “visible” to receive them.
  • The old marketing funnel to advocacyHaving changed the sales funnel to a path to purchase, the usual loyalty funnel no longer works. The simple path from awareness to loyalty will be replaced by a constant and consistent battle for trust. What’s more it will never be truly “won” as customers continue to be fascinated by novelty.
  • Marketing can no longer depend on creativity alone. It won’t be enough, as if it ever was, and marketers will need to get (even more?) comfortable with their BigData and its usage. Customer underst anding will come from multiple sources and market researchers will become underst anding analysts responsible for turning the unstoppable flow of information into the organisation, into palatable morsels of digestible stories.

One final word about the future of marketing. Already in September, Forbes published an article entitled “ The Top 7 Online Marketing Trends that will Dominate 2014”. If you haven’t already done so, I suggest you give it a quick read, as it makes a nice, complementary piece to this more general perspective.

As you can see from the above, a lot more will change than will remain constant, and even those will need adaptation to the new world of marketing. Do you agree? I’d love to hear your thoughts, especially if you are, or aspire to the CMO role. 

If you need help in adapting to the new world of marketing, we can help, so why not contact us here  and let’s discuss your needs?

C³Centricity uses images from Microsoft,  Dreamstime.com  and  Kozzi.com

Out of Sight, Out of Mind: Is this Why you Can’t Get Closer to your Customers?

As we get to the end of 2013, it is common for many of us to review what we have and haven’t accomplished during the year. If becoming even more customer centric was one of your objectives, let’s review one aspect of it, that of really underst anding and getting closer to our customers.

It is good to remember that even if we want to become more customer centric and might have planned it as one of our objectives this year: 

“Customer centricity is a journey, not a destination”

It is something we need to keep top-of-mind constantly and continuously look for even more ways to make the customer the heart of the business. Deep customer underst anding comes from a multitude of sources of knowledge and information that has been gathered, built up and integrated over time. Nevertheless, the way we go about doing this, can make a huge difference to our chances of success in underst anding and pleasing our customers.

There are four ways we can collect and then use information and knowledge about our customers, and all are necessary for the deep underst anding that brings customer delight and business success.

#1. Hindsight

Hindsight is backward looking but still gets you closer to customersDespite the ever-increasing flow of real-time information into a company, this is arguably still the most used “sight” in customer underst anding today. We record or measure what our customers do; where they bought; how much they consumed; what advertising they saw and when. Unfortunately, despite the possibility technology provides us to record and send this information immediately to businesses, for most organisations, these metrics are based on past performance by the time we get to analyse them.

Even worse, this is exactly the type of information that we use to estimate how healthy our br and and business is going to be in the future. We assume that the market will stay roughly the same and that our continued efforts will be rewarded with similar, if not greater success. However, in today’s fast-paced world, nothing stays the same for long, especially not the customer.

Examples of hindsight are market shares, media consumption and shopping habits. Whilst br and equity can also be considered hindsight, it has been found that declining image often precedes a sales decline, so could arguable be seen to contain elements of both hindsight and foresight.

#2. Eyesight & Hearsight

Eyesight  and Hearsight helps you get closer to customersThis is the qualitative element of the previous “sight”. It helps us to confirm the decisions we take about important metrics to follow, or can deepen our underst anding of the information we have already recorded. Management can sometimes feel less comfortable with this type of knowledge if it is not complemented by “solid” quantified information. However, it is a powerful way to more deeply underst and our customers’ thoughts and behaviour and to share it with others.

Examples of eyesight include observation and ethnography, listening in to call centres and following or joining in to online social media discussions and chat. In addition, new technologies are exp anding this area with additional sources, often using biometric and / or neuroscientific readings. These include retail eye-tracking, webcam emotional facial analysis and online impact algorithms. (If you’re interested in learning more about any of these, which are available through C³Centricity and its partners, I would be happy to discuss further with you over Skype or a quick call)

#3. Insight

The spark of insight brings you closer to customers

This is what hindsight and eyesight should ideally be developed into. This suggests that no single piece of research, nor one project, should be expected to deliver insight, at least on its own. Insights come from combining different sources of information and knowledge, into underst anding and insight. Until we underst and the “why” behind the knowledge we have found, it is unlikely that true insight can be developed.

Depending upon your own definition of an insight, these can include an explanation of the behavioural change sought, or a statement, voiced from the consumer’s perspective, of what their need or issue is and what feelings they are looking to achieve when they solve it.

#4. Foresight

Foresight is planning for the future whilst getting closer to customersAlthough a business may be successful if it develops insights alone, in an ideal world it should also be considering the future and likely changes to the current situation. This will enable an organisation to be better prepared to take advantage of future opportunities, as well as to plan for possible risks.

For some, going beyond insight to foresight might mean making them feel uncomfortable as they are forced to think about possible scenarios that perhaps they would prefer NOT reflecting upon. And yet it is only by thinking about them and planning for our reactions to such situations, that we can really be best prepared to meet the opportunities and challenges the future might hold.

Now that I have summarised the differences between these four sights, I want to go back to the title of this post, “Out of sight, out of mind; how we underst and our customers”. I believe that underst anding comes out of these four sights and the integration and making sense of everything coming out of our minds. As technology starts to replace traditional market research information gathering and in some case the reporting too, we should be looking to move our skills’ emphasis from gatherer to sharer of insight.

Risks of not opening up to other sights

So, which sight are you using more often? As I already mentioned, we need to use all four, but not necessarily in equal proportions. Their use will each time depend upon the situation in which we find ourselves, but working with all four will ensure we try to underst and our customers from all possible perspectives.

If you work mainly with hindsight, you may risk a delay in reacting to market changes and new situations, so you need to strengthen your foresight. This can be done by following societal trends and then developing future scenarios to challenge your thinking.

If you work mostly with eyesight / hearsight, perhaps it’s because you feel threatened by the risk of your hypotheses and assumptions being proven wrong by “hard” facts. If this is the case, why not try quantifying some of your observations to see whether or not what has been observed is normal behaviour or merely your perception of reality?

If you work in an organisation that runs a lot of market research projects and draws conclusions and action plans from each one of them individually, it is time to strengthen your insights. (If you don’t have a process for developing insights from information integration, then contact us and let’s discuss how we might support you to develop a proprietary one). Perhaps surprisingly, insight development can actually save you resources, since running an evaluation of what is already known – the frequent first step of insight development – may produce the required answers and avoid the need for further studies.

Finally if you are living mostly in the future, you may be unaware of current opportunities / threats that quantification can indicate. Even when comfortable working with foresight, a business still needs to be managed on a day to day basis and for that, nothing beats a few numbers. Whilst foresight is essential to long-term business growth, the hypotheses must be based upon facts rather than assumptions.

Which sight do you need to strength in 2014? How are you going to do that? Plan to start this coming New Year by taking a critical look at which sight you are currently most comfortable using and then decide to strengthen your other sights. Please share your thoughts with everyone below.

Would you like some help with your own insight development process or information gathering? Then let us help you catalyse your customer centricity; contact us here

This post was inspired by one published on 11th January 2013 in C³Centricity

C³Centricity uses images from  Dreamstime.com  and  Kozzi.com

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