The future of marketing according to Ian Cheshire, group CEO, Kingfisher
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In celebration of our 50th Anniversary we asked 50 CEOs from some of the world’s most successful companies, to answer a single question: ‘What role will marketing play in the future success of your business’. The interviews were collated into our book The Future of Marketing and we will be publishing extracts here weekly. Some thoughts from Ian Cheshire.
Marketing will evolve to deliver greater involvement of our customers in our business process, getting them to help us shape our decisions through forums, social networks and advocacy networks – to invite the customer into the business to shape our future. At a basic level, this used to be an online forum, but for the facebook/twitter generation this should be more rapid, frequent and accessible.
Relationships need to be built with the key influencers among the customer groups, to input their ideas and feedback directly into the business development process. Rather than traditional research and feedback processes, this means using communities of customers talking amongst themselves and then opening up the total organisation to that customer conversation.
Posted: May 13th, 2010 | Author: elen.lewis | Filed under: Leadership Central | Tags: ian cheshire, kingfisher, the future of marketing | Leave a Comment »
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