Disrupting marketing as we know it

Jean-Luc Ambrosi

Jean-Luc Ambrosi is an award winning marketer and recognised expert in branding and customer relationship management. He is the author of the new book, Branding to Differ, a strategic and practical guide on how to build and manage a successful brand.

Call it digital disruption or the fourth industrial revolution, our rapidly evolving environment is affecting consumer perceptions, purchase behaviours and the way they consume information and products.

This raises many questions for marketers about how to adapt their strategies and what drivers can be exploited to leverage this change. As with any significant change, threats to common practices and eternal truths must be taken seriously, but the risk of paying too much attention to false prophets of change is also ominous.

So how do marketers navigate this rapid evolution, what markers can they use to steer their thinking? Assuredly, attending another conference on the disruption caused by Apple, Facebook, Amazon or Uber is unlikely to provide the desired enlightenment, merely a few anecdotes for your next dinner party.

What marketers can do is to focus on one of the fundamental strategic principles underlying effective marketing and communication. Think of it, the right message to the right customer at the right time is a principle more relevant than ever, even as it has significantly evolved in its practical application.

Looking at the progress made in marketing since the 1950s (yes a million years ago in today’s pace of change), some of the biggest improvements have been driven by more efficient targeting, resulting in more insightful communication and offerings. As a result, that’s given marketers an increased ability to drive positive returns on investment.

Irrespective of the mediums of choice, the ability to customise messages and offers has driven some of the biggest innovations experienced in our field. And this is not about to stop. The race to greater customer centricity is a defining trend of the fourth industrial revolution and one that will differentiate winners from losers, full stop.

The application of data-centric methodologies, linked to digital technology that allows greater customisation and targeting, should be viewed as a core beacon for marketing evolution. Sure, there is still room for brand advertising and general messaging, but the day-to-day reality of marketers and their ability to build and foster relationships is reliant on their aptitude to create communications and offerings that have maximum relevance.

Customers are expecting brands to know them or at least understand and meet their needs. With digital reducing barriers for customers to change brands and switch from one product to the other, the customisation of the experience is becoming a vital retention tool.

This relevance must be applied when customers are most open to influence, how you interact with them at those points is the deciding factor. With an unprecedented erosion of brand loyalty across industries, if you don’t give your customers reasons to stay, you give them reasons to go.

Tags: digital marketing, CMO role, marketing strategy

Show Comments

Featured Whitepapers

State of the CMO 2018

CMO's State of the CMO is an annual research initiative aimed at understanding how Australian ...

More whitepapers

Blog Posts

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Interesting article but what about the employees? There needs to be access to quick cash for everyone involved lest we have yet another '...

Joel Pencer

Suncorp outlines customer investments, digitisation as key to business improvement

Read more

Just printed out this Brad Howarth screed to read tomorrow. I need a good laugh once in a while. Or maybe shed some manly-man tears at th...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Morons. PC Nazis infiltrating and subverting every level in our lives.These scum have destroyed our education system.Read FrontPage Magaz...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

It is an accepted fact that in the present times the mass makes use of digital marketing more often and are more and more enlightened wit...

Digital Marketing Course in Ja

Why RMIT is partnering with Adobe for digital marketing learning

Read more

If men were really the dominating brutes that feminist make them out to be ,then women really would be second class citizens. Without th...

aaron

Analysis: Gillette's latest ad only proves why brands standing for positive change is vital

Read more

Latest Podcast

More podcasts

Sign in