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Last night, over 200 of us gathered to hear SABMiller’s CEO, Graham Mackay at The Royal College of Physicians, London. Today, SABMiller owns over 200 brands with interests in over 75 countries across six continents. Here is a short extract of his speech on how the beer industry is resisting globalisation
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Posted: March 29th, 2011 | Author: elen.lewis | Filed under: Growth Drivers, Makes You Think, Uncategorized, future of marketing, leadership | Tags: graham mackay, marketing society annual lecture, SABMiller | Leave a Comment »
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Neil Perkin, the founder of Only Dead Fish argues that times of change call for a new approach to marketing – Agile, and it’s borrowed from the software industry.
The last IBM Global CEO Study (‘The Enterprise Of The Future’) interviewed 1,130 CEO’s in 45 countries and 32 industries, and found that organisations not only felt bombarded by change, but that many are struggling to keep up. Eight out of 10 CEOs saw significant change ahead, and yet the gap between the expected level of change and the ability to manage it had almost tripled since the previous study in 2006. That’s pretty serious.
Late last year Forrester released a report on ‘Adaptive Brand Marketing’. Subtitled “Rethinking the approach to brands in the digital age”, the report set out how today’s brand marketing organisations are ill-equipped to handle the world of ‘always on’ marketing, and advocated an approach that embraced “rapid response to align customer and brand needs”, and saw channels as an outcome, not an organizing principle.
We live in exponential times. A time of accelerating change. A time when transformational technologies are increasingly embedded in cultural norms. As John Naughton has said: “The internet’s disruptiveness is a consequence of its technical DNA. In programmers’ parlance, it’s a feature not a bug”.
The relentless digitisation of products, services, and communications has created an environment of ubiquitous connection, and a shift from a linear industrial model characterised by command and control, where advantage comes from scale, scarcity, hierarchy to a networked post-industrial model distinguished by participation, collaboration and agility.
But what does that actually mean? The software industry (the industry that gave us radical new working practices for collaborative business and innovation in the form of open-source) is once again showing the way. Agile Development offers up both new working practices that are inherently more adaptive, and a philosophy and mind-set that keeps businesses close to their markets and is altogether more fit for purpose in the always on world in which we now operate.
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Posted: October 14th, 2010 | Author: elen.lewis | Filed under: Makes You Think, future of marketing | Tags: agile, neil perkins | 1 Comment »
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Marketing is about taking all audiences – not just the consumer – with you. Best-in-class marketing cannot be achieved unless all your employees also recognise their role in meeting consumer expectations.
Don’t miss out on the view from the top of leading-edge companies in our book Future of Marketing. Order your own copy of this hardback, limited edition book, priced just £29.99, by clicking here.
Posted: September 30th, 2010 | Author: Glen Dower | Filed under: future of marketing | Tags: Dairy Crest, future of marketing, Mark Allen, the marketing society | Leave a Comment »
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Looking forward, the future of marketing will inevitably be electronic; technology will allow for more accurate and granular insight but marketing will help turn that data into knowledge so it fuels innovation to meet customer needs.
Don’t miss out on the view from the top of leading-edge companies in our book Future of Marketing. Order your own copy of this hardback, limited edition book, priced just £29.99, by clicking here.
Posted: September 9th, 2010 | Author: Glen Dower | Filed under: future of marketing | Tags: future of marketing, the marketing society, Thomas H. Glocer, Thomson Reuters | 1 Comment »
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Customers don’t have all the answers, especially where technology is developing so fast that no-one knows what will come next, or how we will respond. So marketers need to be brave – they need to have great judgement and they need to use it imaginatively to influence their business’s decisions. They need to be commercial – to understand which thing customers want can be delivered profitably. And finally, they need to be able to turn great ideas into great execution.
Don’t miss out on the view from the top of leading-edge companies in our book Future of Marketing. Order your own copy of this hardback, limited edition book, priced just £29.99, by clicking here.
Posted: September 2nd, 2010 | Author: Glen Dower | Filed under: future of marketing | Tags: argos, innovation, sara weller, the future of marketing, the marketing society | Leave a Comment »
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We must continue to grow in those markets where we are already strong. Competition is fierce; so we must innovate to stay ahead. In some lines of business that requires ever more sophisticated products and services; in others, it requires simplifying what we do and integrating that within our customers’ ever busier lives. We can do neither without a fundamental understanding of what our customers need and want.
Don’t miss out on the view from the top of leading-edge companies in our book Future of Marketing. Order your own copy of this hardback, limited edition book, priced just £29.99, by clicking here.
Posted: August 26th, 2010 | Author: Glen Dower | Filed under: future of marketing | Tags: barclays, john varley, the future of marketing, the marketing society | Leave a Comment »
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As marketers, we must build trust and truly relate with customers. The values of our brands must be their values. We must show that we care about the same issues that they care about. These values will steer our marketing and communications. The future belongs to brands that do more than pay lip-service to dialogue. These brands recognise that their customer wants them to believe in something – and they show that they do.
Don’t miss out on the view from the top of leading-edge companies in our book Future of Marketing. Order your own copy of this hardback, limited edition book, priced just £29.99, by clicking here.
Posted: August 19th, 2010 | Author: Glen Dower | Filed under: future of marketing | Tags: future of marketing, james murdoch, news international, the marketing society | Leave a Comment »
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Successful companies will use software-based tools to invite customers to participate in creating brands and developing products, and to deepen the emotional connection between brands and customers. In the process, software will shorten the journey from engagement to purchase.
Don’t miss out on the view from the top of leading-edge companies in our book Future of Marketing. Order your own copy of this hardback, limited edition book, priced just £29.99, by clicking here.
Posted: August 12th, 2010 | Author: Glen Dower | Filed under: Digital, future of marketing | Tags: microsoft, steven a ballmer, the future of marketing, the marketing society | Leave a Comment »
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The next 50 years will see new forms of marketing, tailored in greater ways to our lifestyles. Traditional advertising will remain on bus stops, through the iPhone, on television, via the internet and posted through our letter boxes. But word-of-mouth marketing will forever be the most powerful way of persuading customers to join us. It’s the product that really forms the future of marketing – as it has done in decades past.
Don’t miss out on the view from the top of leading-edge companies in our book Future of Marketing. Order your own copy of this hardback, limited edition book, priced just £29.99, by clicking here.
Posted: August 5th, 2010 | Author: will.armstrong | Filed under: future of marketing, leadership | Tags: future of marketing, Richard Branson, the marketing society, Virgin, Word of Mouth | Leave a Comment »
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With innovation driving new communications and broadcasting technologies, consumers have more choice than ever before – both in terms of the range of products and how they interact with brands and businesses. Brands will be crucial in helping consumers navigate an increasingly complex marketplace, and marketing will offer greater engagement – with the opportunity, where appropriate, for a more rewarding one-to-one relationship with consumers – based on much more specific profiling.
Posted: August 5th, 2010 | Author: Glen Dower | Filed under: future of marketing | Tags: camelot group plc., dianne thompson, future of marketing, the marketing society | Leave a Comment »
