Annalectin, TBWA:n ja Googlen yhteistapahtuma “The CMO Transformation Workshop” keräsi viime viikon Torstaina 19.1.17 Clarion-hotellin konferenssitilan täyteen Suomen markkinointijohtoa. Tapahtuman avasivat Teemu Neiglick (OMG Finland), Sami Tikkanen (TBWA\Helsinki) ja Jonna Toikka (Google Finland). Tämän jälkeen kunkin yrityksen edustaja piti vuorollaan esityksen markkinoinnin kenttää muovaavista voimista. Jos et syystä tai toisestä päässyt paikalle (tai muuten vain haluat verestää muistiasi), kannattaa sinun lukea alla oleva yhteenveto esityksistä.
Annalect, TBWA, and Google co-hosted “The CMO Transformation Workshop” -marketing seminar on the 19.1.17 at the Clarion Hotel Helsinki and packed the hotel’s conference space full of Finnish marketing execs. The event was opened by Teemu Neiglick (OMG Finland), Sami Tikkanen (TBWA/Helsinki) and Jonna Toikka (Google), after which each of the companies’ visitor speakers held their presentation on the current forces molding the marketing industry. If you couldn’t make it for some reason or another, or you’d just like to refresh your memory, you can read a summary of the three presentations below.
Jon Ghazi (Annalect EMEA): Enabling Data-Driven Marketing
The beef of Ghazi’s presentation was that in today’s world, competitive advantage can be gained by fusing the previously separate instances of CRM and Media by utilizing data, technology, analytics, and activation. Depending on their current state, companies can be categorized into crawl, walk, run, and sprint phases in terms of their capability to perform data-driven marketing. Each phase calls for different steps of development, e.g. in the crawl phase companies should start with defining their audiences and data sources, whereas in the sprint phase companies should already look into 1:1 personalisation.
Is Your Company Crawling or Sprinting?
According to Ghazi, in order to move from crawl to sprint, the time of CMOs (or agency CEOs) who are capable of performing every role in their organization is over. It’s important to move to a model closer to pharmaceutical industry: the teams consist of technical specialists while the role of the management is to fit the strategy on the experts’ work. The goal is to understand customers and the effectiveness of marketing more profoundly than anybody else. Ghazi also highlighted the incredibly fast pace of change. The technology stacks and data banks which are relevant today will not be the same as the ones relevant in a few years. This is also why Annalect invests in talent and developing people instead of proprietary tech and databases. Skilled people adjust with the change and enable more agile and tailored solutions also in the long run. If you’re interested, you can the browse through whole presentation at slideshare or download it in pdf.
Ossi Ahto (Google Finland): CMO Transformation – Building Competitive Advantage for the Future
Ahto’s presentation highlighted the current consumer behavior trends and how modern CMOs should orientate themselves in order for their companies to stay competitive. For example the video watch time in YouTube has increased 60% year-on-year, mobile search has surpassed desktop search in many markets (incl. USA), and 71% of the B2B purchases start with generic internet search. To successfully navigate in the middle of these changes, CMOs should move from brand equity development towards shaping the full customer journey. The days are also over for having a 60 sec spot as the center of a multichannel campaign, as content and experiences are tailored channel-specifically. In turn, these channels often form a fragmented ecosystem, of which many offer real-time and/or two-way dialogue.
Is Digital Marketing Your Competitive Advantage or Competitive Disadvantage?
Also some important market insights were introduced: it seems that Finnish companies are not responding to the consumer behavior pattern of increasing mobile usage, and are still spending less than optimal on mobile advertising. According to Ahto, this causes a risk to lose revenues to foreign competition. In addition, a recent study commissioned by the Google Digital Academy revealed that the Nordics have the lowest overall score in a Digital Capability Index. The most room for improvement was found in three areas: digital transformation, mobile advertising capabilities, and testing (fail and learn).
Tim Noblett (TBWA\London): CMO Transformation – Data Powered Creative
Noblett’s presentation had three main topics: the combination of data and creativity, the relationship of brands and culture, and the future of creative agencies. In the first topic, Noblett quotes John Hegarty that the data-only focus has driven creativity to the back seat, thus hurting the industry.
Data vs Creative or Data + Creative?
A more beneficial point of view would be the combination of data and creative, which creates new creative opportunities for brands. As one of the numerous examples, Spotify’s “Thanks 2016. It’s been weird” -campaign is used as a showcase. Another exciting showcase is the #LiveInTheMovies campaign by AirBnb. Examples like this show how brands are able to cut through the noise by resonating better with culture. In the last part of his presentation, Noblett talked about the 21st century creative agencies and where they need to excel. Hardware, humanware and software were all crucial for the agency development, but the main focus should be in becoming more data literate and agile.