Entering the Next Phase of Digital Transformation
N ot so long ago, marketing consumer products felt like a genteel game of lawn tennis: Established competitors invested in creative with long lead times, using proven models of TV and big-box retail, alongside trusted agency partners. Today, it’s more like a sprawling contest of mixed martial arts, with new competitors playing by different rules; an unprecedented complexity of channels, content and partners; and a step change in speed and ways of working that has punches flying at incumbent consumer products companies.
Fueling the blur of combat is a radical shift in brand growth models. Within the span of most executives’ careers, advances in technology have reshaped how consumers engage with brands. In the US and UK, more than 60% of consumers now discover products online, and 85% of millennials trust reviews from a faceless stranger more than traditional advertising. The same technology advances have dramatically altered the competitive landscape. CMOs can no longer forecast forward their current profit pools only by looking to fill in geographies and nearby product market segments. That process risks ignoring the industry’s disruptive trends, as profit pools shift quickly from products to services to experiences and communities, and as mass products evolve into new segments with accelerating personalization. Growth strategy today requires consumer products companies to look “present forward” and “future back”—to create a faster horse while envisioning the car—in order to define new growth platforms beyond their current products, business model and capabilities.
Upgrade Content Creation Capabilities
Fueling the blur of combat is a radical shift in brand growth models. Within the span of most executives’ careers, advances in technology have reshaped how consumers engage with brands. In the US and UK, more than 60% of consumers now discover products online, and 85% of millennials trust reviews from a faceless stranger more than traditional advertising. The same technology advances have dramatically altered the competitive landscape. However, the transformation still required across the industry is significant, involving far-reaching changes to consumer products companies’ growth models and the largest buckets of their discretionary spending. And it’s urgent, as consumers and new competitors are moving faster than incumbents can react.
“I cannot give you the formula for success, but I can give you the formula for failure. It is: Try to please everybody.”
DAVID OSWALD
What’s the right path forward? Reinventing the brand growth model requires more than a reallocation of marketing budget to digital. CMOs need a reassessment of growth platforms and future brand portfolios, a new understanding of the consumer journey, a supporting strategy on data and technology.
The consumer journey has fundamentally changed, and so has the role of the brand manager. Once guardians of the brief to agencies, today they must lead hands-on content generation, data management.
HighRollerMage
Dec 4https://t.me/s/ROX_officials
18jls
Jan 1Alright folks, gave 18jls a look-see. It’s got its moments, but honestly, nothing I haven’t seen before. If you’re bored and looking for something to do, give it a shot. But don’t expect miracles. Explore more here: 18jls
qq88app
Jan 4Yo, qq88app! Just tried it out, pretty slick. Found some cool games and the navigation wasn’t a headache. Def worth checking out if you’re looking for something new. Check it out here: qq88app
casibom843
Jan 7Casibom843 is the real deal! Found my new gaming spot. Check it out for yourself, you won’t regret it! Score big with casibom843
luckykingph
Jan 25Yo, Luckykingph! Just tried my luck here. Solid platform, easy to navigate. Hoping to hit that jackpot soon Keep up the good work! Check them out now luckykingph
tapwin
Jan 25Tapwin is pretty basic but I like that about it. Clear interface and game runs fast. If you are looking for a simple experience that is worth a shot. Check them out at: tapwin
z25casino
Jan 25z25casino, eh? I’ve seen it pop up a few times. Website’s not bad. Layout is pretty slick. I’d probably recommend testing the water with a smaller amount first, you know, just to be safe. Give z25casino a shot and see its works for you.
gà chọi c1.com thomo
Jan 31Alright, gà chọi fans! I’ve been checking out gà chọi c1.com thomo and gotta say, it’s got some interesting content. Worth a look if you’re into the scene. Check it out gà chọi c1.com thomo!
tai 88vin.link ios
Jan 31Alright, just downloaded 88vin.link on my iPhone. The iOS version seems pretty smooth. Gonna give it a proper run later. Here’s the link if you wanna grab it too: tai 88vin.link ios
jjwincom
Jan 31JJWinCom is where I’ve found some cool new games lately. They keep things updated and the site’s easy to navigate. Take a look: jjwincom
tải gamvip g88
Feb 27Need to tải gamvip g88 ASAP? Hit up Gameg88. They make it super easy and the games are top-notch. You can tải gamvip g88 here tải gamvip g88.
site da blaze
Feb 27Sempre que tô procurando um site de aposta confiável e com jogos variados, já corro pro site da Blaze. Eles sempre têm novidades e a interface é bem intuitiva, o que facilita muito a vida. Recomendo pra quem quer se divertir e, quem sabe, ter uma grana extra! Dá uma olhada: site da blaze
kết quả 9.net
Feb 27Was looking for something like kết quả 9.net for ages! So glad I finally found it. Super helpful and accurate. My new favorite resource: kết quả 9.net