{"id":794,"date":"2013-01-03T06:25:34","date_gmt":"2013-01-02T23:25:34","guid":{"rendered":"http:\/\/fortuneindo.asikwap.com\/?p=794"},"modified":"2013-01-03T06:25:34","modified_gmt":"2013-01-02T23:25:34","slug":"3-marketing-trends-in-2013-based-on-feedback-from-100-cmos-senior-execs","status":"publish","type":"post","link":"https:\/\/foru.co.id\/id\/blog\/2013\/01\/03\/3-marketing-trends-in-2013-based-on-feedback-from-100-cmos-senior-execs\/","title":{"rendered":"3 Marketing Trends in 2013 – Based on Feedback from 100+ CMOs & Senior Execs"},"content":{"rendered":"

\"marketing-plan-300x199\"<\/a>There are three key shifts\/themes\/challenges\/opportunities that we feel we influence senior marketing executives (responsible for strategy, not execution) over the next year – and beyond.
\nCustomer Centricity.<\/strong>
\nEssentially, getting to know your customer better, putting them at the heart of your business, and using that knowledge to improve your operations (and I don\u2019t just mean marketing).
\nYou can break customer-centricity down a little further, into four key goals:<\/p>\n

    \n
  1. Know your customers better: Dig into your data to learn who your customers are and how to target them<\/li>\n
  2. Put your customers at the centre of decision-making: Internal structures and processes to ensure your customer has a voice in every level of your organisation<\/li>\n
  3. Move beyond demographics\u00a0to individuals for effective marketing response<\/li>\n
  4. Learn how to make\u00a0efficiencies through better\u00a0targeting\u00a0– saving time and money<\/li>\n<\/ol>\n

    Accessible Consumer and Increasing Marketing Complexity<\/strong>
    \nOver the last few years, the ways a company can engage with a consumer has increased exponentially. Social, local, mobile, augmented reality, QR codes – all these new channels have come onto the scene, while the importance of email, digital advertising, TV, direct mail and other more traditional channnels is not in question.
    \nThere is a huge opportunity here – for more complex, tailored, and – above all – engaging, marketing from brands to customers. However, there is also an enormous challenge – complexity. And it\u2019s a pressing challenge – currently, mass marketing has a 2% response rate, and that\u2019s declining. And there\u2019s a knowledge gap – 70% of CMOs believe marketing complexity will be \u2018high\u2019 or \u2018very high\u2019 in the next 5 years – but less than half of them are prepared to cope with it.
    \nThe key issues that CMOs are wrestling with when dealing with this change are:<\/p>\n