Laurent Bouty

Marketers, when you can write well, you can think well.

Inspired by @timferris Tools of Titans

Marketers, if you generate enough bad ideas, a few good ones tend to show up

How can you offer the best journey for your customers that drives more sales and advocacy?

Key question you should ask yourself when using the Marketing Canvas.

Marketers, unpaid conversations are real conversations and it should be a proxy of your brand performance.

Marketers, listening is about being present, not just being quiet. Quote inspired by the book of Tim Ferris that I applied to Marketers. True listening without judgment is often key for finding relevant insights. Are you really listening?

Marketing has become too important to be left just to the marketers. All employees, from store clerks to IT specialists, must be engaged in it.

Extract from Harvard Business Review The Ultimate Marketing Machine

Real Question discussed by Hubspot on their blog https://blog.hubspot.com/marketing/coding-modern-marketer

You need an Artificial Intelligence Strategy and the skill SETs to back it up if you want more intelligent marketing.

The obstacles to executing an AI strategy vary by performance level. Top marketers are more likely to say their AI challenges include customer privacy concerns or wrangling
data stored in separate systems. Meanwhile, moderate and underperforming teams say that their AI strategies are thwarted by budget constraints and lack of internal skill sets.

Marketers, you are the guardians of the company Brand, Purpose and Values. Be responsible, be passionated, be convincing.

Inspired by https://hbr.org/2017/09/there-are-4-futures-for-cmos-some-better-than-others

"There are some new faces these days in the boardroom. They have new titles like Chief Customer Officer, Chief Revenue Officer, Chief Digital Officer, and Chief Experience Officer. These executives have responsibilities we might expect to reside within marketing. That leaves Chief Marketing Officers with a decision — do you see the rise of these roles as an opportunity or a threat? Our conversations with marketing leaders suggest that CMOs are indeed at a crossroads with four potential paths:  up, over, down, or out."

Marketers, Good analysis ties the details of strategy to the financial implications! #hbr #marketing #strategy #quote #Finance #quotes #CMO

Discussing Marketing without numbers is like philosophy.

Article from cmo.com: Dmexco 2017: Digital Leaders Reveal 5 Tips To Power CX Strategy

"It might seem obvious, but a great customer experience starts with instant access. Delays that might have been acceptable even a few years ago will now send your potential audience off to another site. This was something Jeff Lucas, VP and head of global sales at Snap, was at pains to point out.

“There’s been a major transformation over the past five to seven years,” he said. “Generation Y and Generation Z have changed the way content is consumed. It’s now all about availability. The average attention span in 2007 was 12 seconds, now it’s down to eight seconds.”

This, Lucas argued, is due to the rise of the smartphone, something Mark Thompson, president and CEO of The New York Times Company, agreed with. “People want their smartphones to work immediately,” Thompson said. “The biggest players offer superb experiences, so we all have to aspire to delivering a customer experience that’s seamless, and just works.”

"By 2022, he said, 80% of the advertising process will be automated, “a threshold that will never be surpassed.” The remaining 20% will comprise such elements as brand value, storytelling, and other more experiential tactics that will always need a human driver."

Inspiration: http://www.cmo.com/features/articles/2017/9/25/the-future-of-advertising-automated-personalized-and-measurable-.html#gs.x9VsjzA

When designing your marketing strategy, you must stop dehumanising people by relegating them as users, buyers, consumers otherwise you won't be able to understand their emotions.

When reviewing customer journey for your brand, you should investigate sad moments and discover how you could transform these moments in happy moments.

From McKinsey article:

"According to the survey results, there are some core skills that the most successful companies seem to have mastered, regardless of the growth strategy they are pursuing. We asked about nine types of business capabilities and companies’ respective skills in each one. The two capabilities that top-growth respondents cite most often, in all three paths to growth, are branding and developing the right mind-sets and organizational culture (Exhibit 4)."

Source: https://www.thinkwithgoogle.com/consumer-insights/unilever-consumer-marketing-segmentation/

"Mobile is unlocking consumer control, empowerment, and choice to an extent we have never seen before, driving a hyper-segmentation revolution. As we move from mass marketing to massive customization—from focusing on averages to individuals—I believe that in the future we will build brands in segments of one. For marketers who have traditionally created and marketed brands to the dominant majority—the largest segment—this means thinking about marketing very differently than in the past.

Famous quote from Jacques Brel: "

« The difficulty if you want to go from Brussels to Hong Kong,

it’s not to go to Hong Kong, its to leave Brussels »

Consumers are pickier than ever but eager to engage with brand-promoted content that is compelling and shareable.

Inspiration: http://www.cmo.com/opinion/articles/2017/8/31/to-create-winning-content-think-like-a-client-pwc.html#gs.UTdJKBM

Title: To Create Breakthrough Content, Think Like A Client

"With so many choices, consumers are more sophisticated and pickier than ever. They’re used to dismissing “traditional” marketing that adds no value or feels creaky. However, they are eager to engage with brand-promoted content that is compelling and shareable.

Robots Automate, Algorithms Reveal, But YOU Need To Delight

Inspiration: Forbes, Robots Automate, Algorithms Reveal, But YOU Need To Delight (link here)

source: http://www.cmo.com/features/articles/2017/8/4/15-mind-blowing-stats-about-design-led-businesses.html#gs.0kDZ4nE

Companies that foster creativity enjoy 1.5 times greater market share. (Source: Adobe)

Applying AI to YOUR customer data can enable to respond to customers in a more personalised, and faster, way than humanly possible!

But only if it’s used that way

Source: https://converge.xyz/practical-uses-artificial-intelligence-midmarket-marketers/

4 trends to be considered: FACIAL RECOGNITION, BOTS, REAL TIME OFFER AND VENDOR EMPOWERMENT

In a virtual world of infinite abundance, only creativity could ever be in short supply

"Some 80% of marketing leaders believe AI will revolutionise marketing, but only a quarter say they have a confident understanding of it. ‘Artificial intelligence’ is a broad term for a series of different concepts, including machine learning, robotics, vision and natural language processing, amongst others."

Inspiration: http://www.thedrum.com/opinion/2017/09/08/questions-marketers-need-ask-their-ai-providers

Famous quote from Bertrand Piccard that works perfectly for Marketers

Inspiration: HBR, Why Websites Still Can’t Predict Exactly What You Want

For marketers who’ve been waiting years for the ultimate prediction machine, my advice is: stop waiting. Move away from the hard sell and start wowing customers with world-class service. With personalisation, simple is the new sexy.

People now expect brands to improve their lives, their personal wellbeing and that of their communities and society at large, which requires a new marketing model. 

4 Triggers you should considered when searching for revenue: Do you address a job to be done? What is the price of the next best alternative? how many people have this problem? how much of these people can you convinced to buy?

Customer Jobs is about understanding our intrinsic desire to evolve. This motivation changes slowly. Therefore, Jobs change slowly.

Brands launched by female founders are using the intimacy of social media platforms, informal language, and the message of female empowerment to become your branded best friend.

Entrepreneurs are the new celebrities—and women are the fastest-growing group. According to a 2016 report by the Kauffman Foundation, 40.6% of all new businesses are started by women. “BFF marketing” also speaks to the rising influence of social media’s language, style and informality on commerce.

more on: https://www.jwtintelligence.com/trend-reports/the-future-100-2018/?mc_cid=6c46bc45e1&mc_eid=7062f16631

As CMOs gain more power in the boardroom — and over technology spend — it will be critical that they understand the factors that drive success. As Jerret West, vice president of Marketing at Netflix, said, “We have to look for ways to combine creativity and technology with an understanding of how the business fits into the overarching customer experience. We have to think and act like CEOs.”

As digital marketing becomes the central hub for business offerings, technology applications, customer experience management, social media engagement, and financial risk management, the CMO role will grow into one of the most sought-after and trusted advisors in the C-suite and the executive boardroom. The core CMO responsibility is still marketing, but the universe of people, products, and processes that marketing now entails is expanding both physically and virtually in every direction that digital business is moving. Buckle up, it's going to be a fast and forceful ride!

Industry in the backseat

What accounts for slowprise?  To a very large extent, the chief culprit is success. Our past success, and a desire to enjoy the associated rewards to the full, lead many firms into denial and sluggishness in the face of needing to adjust to a potential disruptive offering from somewhere else; particularly if we don’t take that “somewhere else" very seriously.