building the just in time marketing organization
TRANSCRIPT
Building the Just-in-Time Marketing Organization
May 2016
Research highlights the practices of effective marketing organizations
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“AWARENESS MARKETING” IS LESS RELEVANT TO CONSUMERSMarketing content gets old fast—new solutions are needed
Copyright © 2016 Accenture All rights reserved.
Mass marketing is proving less and less successful. Companies are faced with rapid market change and consumers that: Consumers said the number
of brands they consider before
making a purchase has increased significantly over the past 10 years*Consumers more likely to switch providers today compared to 10 years ago*
Source: Just-in-time marketing CMO survey, Accenture 2015
56%
46%
Gather robust information about any product or service of interest
Seek “better, faster, cheaper” above brand loyalty
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REACHING THE RIGHT CONSUMER—RIGHT TIME, RIGHT MESSAGEJust-in-time marketing tackles overproduction and wasted effort
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Our survey of chief marketing officers found:
Marketing waste is quantifiable, represents more spend than you think and needs to be tackled urgently
Top tier marketing organizations address marketing waste far more effectively than their peers
Just-in-time marketers tend to grow faster than their peers
Just-in-time marketers behave and operate differently from their peers
EXTENT OF WASTED MARKETING EFFORT IS WORRYINGLY VASTMarketing waste is quantifiable, represents more spend than you think and needs urgent action
Source: Just-in-time marketing CMO survey, Accenture 2015
Fewer than 20% of the individuals that marketers reach are the right customers for the product or service on offer
20%
Hundreds of billions of dollars may be wasted annually on out-of-market customers worldwide
US$600 billion Companies around the
world collectively spent
an estimated US$600 billion on advertising in 2015
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TOP TIER MARKETERS BETTER ADDRESS MARKETING WASTEJust-in-time marketers exhibit “waste-conscious” attitudes and mind-sets
Copyright © 2016 Accenture All rights reserved.
Over the long term, these inefficiencies can cost money and customers. So I make sure to put a lot of effort in to fix this. CMO, large UK-based retailer*
Which of these statements best represents your attitude towards inefficiencies incurred by various marketing activities?
Source: Just-in-time marketing CMO survey, Accenture 2015
Just-in-time marketers Everybody else0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Make a large effort to minimze
Eliminating is one of my highest
priorities
Make a large effort to minimize
Eliminating is one of my highest
priorities
What sets just-in-time marketers apart?• More customer knowledge• Better channel capabilities• Greater marketing agility
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JUST-IN-TIME MARKETERS TEND TO GROW FASTER THAN THEIR PEERSEffective and efficient marketers gain a competitive advantage
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% reporting greater than 26% 1-year growth than peers
Just-in-time marketers Everybody else0%5%
10%15%20%25%30%35%40%
% reporting greater than 26% 3-year growth than peers
Just-in-time marketers Everybody else0%5%
10%15%20%25%30%35%40%
Just-in-time marketing relates to improved financial performance and better business outcomes.
Source: Just-in-time marketing CMO survey, Accenture 2015
• Embed marketing digital and analytics capabilities and talent throughout their organizations
• Leverage centers of excellence for digital and analytics skills
• Independently choose or invest in their own IT solutions
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JUST-IN-TIME MARKETERS BEHAVE AND OPERATE DIFFERENTLYJust-in-time marketers distinguish their approach to marketing initiatives from their peers
Copyright © 2015 Accenture All rights reserved.
What do just-in-time marketers do differently? How do just-in-time marketers operate differently?
Just-in-time marketers Everybody else0%
10%
20%
30%
40%
50%
60%
70%
% reporting very high integration of digital and traditional marketing initiatives
40%difference
Just-in-time marketers are more likely than their peers to:
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ABOUT THE RESEARCH Accenture Institute for High Performance research
Copyright © 2016 Accenture All rights reserved.
We sought to quantify marketing inefficiencies and identify marketing attitudes and behaviors:
INDUSTRIES REPRESENTED
Source: Just-in-time marketing CMO survey, Accenture 2015
TelecommunicationsElectronics & High TechWealth & Asset ManagementBankingMedia & EntertainmentHospitality & TravelRetailConsumer Goods & ServicesInsuranceUtilities
SpainBrazilCanadaJapanGermanyItalyChinaUnited StatesUnited KingdomFranceIndia
COUNTRY HEADQUARTERS REPRESENTED
532 chief marketing officers
Survey conducted September to November 2015
11 countries and 10 industries, all with reported revenues of more than US$1 billion
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CONTACT US
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RELATED READING
Ivy LeeResearch [email protected]
Paul F. NunesGlobal Managing [email protected]
Joshua Bellin Research [email protected]
Building the Just-in-Time
Marketing Organization
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About AccentureAccenture is a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology and operations. Combining unmatched experience and specialized skills across more than 40 industries and all business functions – underpinned by the world’s largest delivery network – Accenture works at the intersection of business and technology to help clients improve their performance and create sustainable value for their stakeholders. With approximately 373,000 people serving clients in more than 120 countries, Accenture drives innovation to improve the way the world works and lives. Visit us at www.accenture.com
About Accenture Institute for High PerformanceThe Accenture Institute for High Performance develops and communicates breakthrough ideas and practical insights on management issues, economic trends and the impact of new and improving technologies. Its worldwide team of researchers collaborates with Accenture’s strategy, digital, technology and operations leadership to demonstrate, through original, rigorous research and analysis, how organizations become and remain high performers.Visit us at www.accenture.com/institute
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