Remember the last time you went to a GP? It was probably when you had flu and needed basic medication to get through the day. For anything marginally serious, we seek specialists – an ENT, an orthopedic, a plastic surgeon, a dermatologist. This specialist syndrome is rampant in the marketing industry too.
Over the years in our capacity as consultants we have noticed that client marketing structures are getting almost as complex as their agency counterparts.
Media Manager: She talks the language of GRP, CPRP and calculates everything in terms of reach and frequency. She works closely with Brand Manager especially on campaign specific work.
PR/Corp Comm Manager: Is responsible for internal communications and press relationships. She would have been a PR agency person in past life and usually has limited exposure to consumer marketing.
In this environment of over specialization, the consumer still needs to receive a single minded message. Someone within the complex marketing structure needs to be responsible to ask these key questions:
1) Is every consumer touch point communicating the single-minded message?
2) Is the brand tone and voice consistent in traditional and social media?
3) Is the PR and Social Media content calendar aligned?
4) Are all channels being leveraged for digital amplification?
5) Can social (virtual life) and in store (real life) offer the same promotions?
6) Is on-ground activation (real life) driving traffic to the digital space (virtual life)? And vice-versa?
Most marketing companies are grappling with such questions and are trying varied approaches. L’Oreal, for instance decided to create a media team working alongside a consumer insights team to link efficiencies back to the business unit from a digital investment perspective. The business unit is tasked with identifying what the organization’s battlegrounds are as well as emerging business areas.
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4 Ps of Marketing
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What the consumer thinks
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What the consumer does?
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How marketers need to act
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PRODUCT |
How is this product different/better than other similar products out there? |
I can now do research online, check out forums, read product reviews, compare competitor products- all without going anywhere |
• Are the unique features of my product easily understood by the consumer? R&D, Product and Brand reps need to align
• Is my product getting enough coverage online so consumers can find out more when they are in the consideration stage? Brand, Digital and Media reps need to align |
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PRICE |
Is it worth the money it’s asking for?
Can I get it for less at another time/place? |
Can I buy it cheaper online? |
•Pricing and eCommerce strategy. Brand, Sales and Digital rep need to align |
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PROMOTION |
Who amongst my family/friends will know about the best offer? |
Which offers are my friends talking about on their social pages?
Is there a good deal on GroupOn?
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• Sales and Pricing Strategy (including online). Brand and Sales rep need to align
• In Store promotions. Brand, Sales and Trade marketing rep need to align |
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PLACE |
Which store has the best deal?
Is it available at an accessible location? |
Is it available online?
Can I buy it cheaper online? Is delivery fast/convenient enough? |
• Distribution Strategy (including online) Brand, Sales and Digital rep need to align
• In Store promotions. Brand, Sales and Trade marketing rep need to align • eCommerce Strategy. Brand, Sales and Digital rep need to align |
Desperately Seeking Generalist
What marketers need today are integrated thinkers who have foundation in marketing and understand the digital landscape. This sought after ‘combo marketer’ is not found off the shelf. He needs to be developed, nurtured and constantly up skilled to stay relevant.
Clients need to invest in training both the newbies and the old timers. Electrolux went through a change management process during the past years to become a more consumer centric organization. With this transformation they decided to end the silos between functions and established “consumer experience teams”. These teams included consumer insight, brand, product, retail, digital, social, and consumer care specialists who now closely work together to create integrated consumer experiences and launch plans.
It’s critical for organizations to break their internal walls. They need to almost force the specialist marketers to come out of their sacred spaces and work closely with each other. Specialists should share learnings and leverage each other expertise better to become more well-rounded marketers.
As Unilever CMO Keith Weed pointed out it very eloquently, “Too often today, marketers need multiple partners in a room to come up with a solution. “What I’m really concerned about is in that room, you have mobile specialists, social specialists—and we need to, it’s a specialist worlds. However, they are trying to deliver 110% solutions for mobile and 110% solutions for social, well I want a 110% solution for the brand, even if it is an 85% solution in mobile and a 90% solution in social. And that is a real challenge. I think too much now our channels are driving what we are doing.”
Looks like the time has come for all specialist marketers to inject bits of generalist in them.
Seema Punwani is a Senior Consultant with R3. Her 15 years work experience ranges from integrated communications to discipline specific- Above and Below-the-line Advertising, Digital, CRM, Shopper Marketing. She has worked across blue chip clients like Unilever, Nestle, Singapore Airlines, MasterCard, P&G and DBS. She also works as part-time lecturer in her spare time. When not working Seema can be found on the beach with a book.
