Re-shaping marketing to deliver more growth, and stronger brand position.Â
MARKETING DEPARTMENTS
Not so long ago, marketing products to customers and end consumers followed a fairly mundane and predictable pattern: The marketing department invested lots of money in creative agencies and market research firms to create campaigns - who in turn produced beautiful but fairly generic TV and advertising campaigns that often cost more than they made. Today, however, marketing is much more competitive, systematic and targeted. The new rules of marketing are very different. Now, there's an unprecedented complexity of channels, content and partners; numerous customer and price segments, and a step change in speed and ways of working. Many leading incumbent companies are being left behind by new entrants and start ups possessing an agile, yet innovative twist on their marketing and pricing strategies.Â
KEY WORKPLACE ISSUES
The focus is on:
DIGITAL TRANSFORMATION
CONTENT GENERATION
VALUE BASED PRICING & SELLING
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Within the span of most executives’ careers, advances in technology have reshaped how we all engage with brands, products and prices. According to latest research, more than 76% of interested buyers now discover products online. Which means that the technology advances that have changed how we all buy products is the same technology dramatically altering the role of the marketing department. CMOs want to, therefore, reassess growth platforms, pricing and future brand portfolios, along with developing a supporting strategy on data and technology. We guide organisations through large-scale transformations using an integrated framework to align strategy, organisation, roles and people - and examine the implications of each on organisational priorities. We help CMOs identify needed capabilities and reinforce existing ones, and calibrate the operating model to align strategic priorities, customer delivery, operational efficiencies and business metrics. We define leadership and key role capabilities, accountabilities and behaviours, and enable transition through assessment, development, and recruitment.Â
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Marketing Insights
What Is Marketing Psychology and Its 6 Fundamental Principles? 📚
Marketing psychology is now the foundation of many successful businesses. Most leading company’s marketing departments have at this point hired, consulted, or created a team devoted to conducting marketing psychology research. But what is marketing psychology? For example, have you ever asked yourself: Why does…
Top 4 Marketing Strategies for Supermarkets in 2021 and Beyond 🛒
What are the top marketing strategies for supermarkets in 2021 and beyond? What supermarket pricing strategies are in store for the Australian supermarket retail sector? Safe to say that the digital disruption will continue to make all retailers take a much more innovative approach to a…
Cost Plus Pricing: How to Use Cost Based Pricing In Marketing 🌺
Cost-plus pricing or cost-based pricing – a fixed sum or a percentage of the total cost of creating a product is added to it’s selling price. In the pricing and revenue management community, the term cost-plus pricing has increasingly come to have a very negative…
How Avis Created A Value Based Business Strategy To Drive Brand Equity 🚘
How does a value-based business strategy affect brand equity? What happens to your products’ brand equity when you’ve discounted them too much or too deep? Short answer: You destroy brand equity and forever struggle to use price and promotions to capitalise on the value of your…
Psychological Marketing Tricks: How To Hook Customers To Different Prices 📈📉
Did you know that psychological marketing tricks like price framing massively influence how customers perceive prices? When we speak of price framing, we’re talking about changing the context in which a price is presented—without substantially changing the price itself—in order to encourage more purchases at…
Jewellery Digital Marketing Campaigns: Jewellery Industry’s Best Strategy
The jewellery industry is thriving despite the crisis we are currently facing. What do you think are the contributing factors that are making them flourish regardless of the pandemic? Has jewellery digital marketing campaigns got something to do with the continuous growth of the business? …
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"36% of growth is now going to new entrants or insurgent competitors as opposed to leading incumbent institutions. People are flocking to and spending more with businesses that are redefining their customer journeys, making it easy for customers to buy, and engaging with them and their problems. "Â
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