Welcome to Brilliant Reads. This week we’re discussing the power of data and emotion-led technology, championing change from the inside and how culture is critical in marketing effectiveness
Championing digital transformation
In this piece Brian Solis looks at the power of embedding digital leaders, or ‘change agents’ throughout a business to bring about real, lasting transformation. Companies can no longer carry on as usual, they have to adapt and evolve – but how? Investing in technology has become the focus for many; platform vendors often present their products as the solution to the fast changing world. Yet these are simply tools, the focus must be on the humans that will be working with them.
Experts in the new ways of working must be distributed throughout the business in order to create change from the inside. This starts with a shift in the culture of the company, the new approach must be felt from the ground level all the way to the C-suite. Obstacles such as short term thinking and risk aversion are common and you must ensure experts are part of a positive change culture that is felt throughout the company.
The future in a data protected world
With the GDPR (General Data Protection Regulation) coming into effect in May, organisations have no choice but to address the challenges it creates. Many of the big brands are tackling it by hiring and training data privacy officers and ensuring that GDPR expertise is mandatory in any recruiting.
Due to these regulations companies have to have a firmer grip on where and what they are doing with collected data. This helps the marketing teams focus on communicating to the public the value of their data and that it will be used only for quality, relevant content.
With GDPR looming, key compliance questions still remain
Digiday, 3 mins
Do you need a marketing effectiveness team?
The IPA have spoken to global brands with marketing effectiveness at the top of their priorities – these include John Lewis, Diageo, Unilever and L’Oréal. Effectiveness is taking over from efficiency as the commercial, results-focused lens through which to evaluate and plan activity for high achieving brands. The research found that brands are combining this approach to analysis with a culture of learning and excellence to make real business impact.
Looking at data to evaluate the short and long term impact of marketing activity is key – whether that’s via a dedicated team or a technology solution. The accountability this brings to marketing can be hugely beneficial in conversations with the wider business. Moving from justifying past spend, to learning where investments should be made in order to have the biggest impact, is a sign of a mature marketing function.
Brands shift marketing effectiveness focus from justification to learning
Marketing Week, 6 mins
Collaboration, personas and connectivity
Global brands know that marketing and communications must be planned around the customer need – not purely driven by the brand’s agenda. At a recent CMO conference we spoke to senior leaders from these ambitious brands and found that marketing effectiveness, customer data and collaboration were key concerns for the year ahead.
In this post we outline our connected customer planning approach – a tried and tested method to unite your activity and teams around a shared understanding of the customer.
Collaboration, content and commerce
Brilliant Noise, 3 mins
A digital love affair with emotion
Developments in technology and data analysis are giving us ever more in-depth insights into a brand’s potential audience. These advances are proving vital in allowing creative work to connect on a deeper, more honest level. Advances in technology can be seen as robotic and detached, yet it’s more important than ever to focus on the human aspect of data and research.
Computers accurately measuring cues and nuances in human interaction are already being implemented. For example, banks are using tech to listen to customers speech and inflections, giving automated customer service technology the power to respond accurately, potentially making the frustrating phone menu calls a thing of the past.
Instead of casting the net as wide as possible in the hope that something connects, use a considered balance of data and emotion-led technology. This is more likely to lead to truly individual ideas and products that provide value.