How Do You Innovate Marketing?

As a follow up to my post yesterday about where marketers focus their marketing innovation efforts, I'd love to hear more from you.  Of course, you can take my quick poll.  Or, if you'd really like to help my research - and are a CMO, VP of marketing or other senior marketer - please spend a few more minutes participating in our panel survey about marketing innovation.  You can find that here.

To thank you for your time, we'll share the panel results with you and you can see how your organization compares to others. 

I appreciate your insights.

How far does your marketing innovation go?

Carrying on on the topic of innovation seemed rather right for trying out (rather belatedly) our new blogging platform.  I've had interesting discussions with some of you recently about innovation and am both writing a report and creating a track session for our Marketing Forum in LA next month about how CMOs can/should plan for marketing evolution. 

Where do you most focus your marketing innovation efforts today?  Take my poll to the right as to where your marketing organization invests its resources.

Many marketers I've connected with spend most of their 'innovation time' and resources trying to figure out new media channels - social, mobile and still, digital.  We do tend to think most about Promotion.  But what about the other parts of the marketing mix? 

Have you innovated in Place?  Procter & Gamble has made online D2C sales a hot subject in the last months.  Beyond e-commerce, have you rethought where your products are actually sold?

And what about the Products themselves?  M&Ms lets people personalize the classic candy with their own words and photos.  Has your marketing team used technology and customer proximity to change - even slightly - what you sell? 

And the last P.  Have you thought about Pricing innovation?  I'm constantly annoyed at getting a worse deal from my mobile phone and cable providers than new customers coming in.  Oh, and you can add magazine subscriptions to that stack.  Beyond offers, when was the last time you rewrote your rules around pricing and introduced some novelty? 

I look forward to your comments and thoughts.  Have you seen interesting experiments in the market?  Or are you working through some ideas yourself?

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My Innovation Conundrum

One of the 'hot topics' CMOs tell us they want to spend more time and thought on is innovaitons.  Rightly so, given that it is a sweet spot for top executives - 93% cite innovation as a top priority.

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Marketers, are you connecting the dots?

Wondering if many of you, like I, have a love/hate relationship with a couple of brands?  You know:  love the product, hate the customer service; hate the website, like the store; like the experience or the prestige, but the product is so so…and so, so on. 

It’s the disconnection that grates on me.   My secret annoyance is with Apple; for which I’ve been a fan ever since my first IIci, bought at great expense two decades ago (gads!  and I admit it).  However, getting product hics and melted mother boards repaired have been real trials. Their customer service is certainly not as intuitive or as easy to use as their products.  My Apple ‘fandom’ is a bit…bittersweet. 

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What makes you happy? and other musings on branded content

[Posted by Mary Beth Kemp]

Mary Beth Kemp

On New Year’s Day, 2010, three young bloggers will begin touring the world, to try to figure out what makes people happy; and report it all through social media.  During the year, they’ll visit 206 countries and travel hundreds of thousands of miles… on behalf of Coca-Cola.  If you’re like me, you might wonder if they’ll get to keep the frequent flyer miles; or more seriously, how Coke became the arbiter of international happiness.   

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Luxury Brands on Social - oil and water or vinaigrette

[Posted by Mary Beth Kemp]

Mary Beth Kemp

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P&G saves babies and learns first hand about Social Media

I'm in Geneva at Procter & Gamble's European Digital Night.  We're raising money for UNICEF using all the digital and social media, friends, families and connections possible.  A fantastic way to understand the power of digital...in real time and in real life. 

Hence this post.  Competition is fierce and my team really wants to win.  It's all for a bit of fun and great cause:  Tetanus vaccinations.  Every 3 minutes, a newborn dies from tetanus, a sad fact that's completely avoidable.  Each of the four teams is trying to raise £25K in three hours to save tens of thousands of children. 

Apparently the donation site is a bit jammed - too many donations.  But don't let that stop you.  Support digital, support UNICEF.  Please donate!

www.justgiving.com/pampersnewbaby

Thanks and I'll let you know how it all turns out.

What's your recipe for integration?

[Posted by Mary Beth Kemp]

Mary Beth Kemp

Our panel of marketing leaders told us they work with, on average, 16 different agencies - ranging from traditional advertising and media shops, direct marketing and database specialists, digital, PR and events agencies and so on. 

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Agency Digital Strategist: What's Next?

Mary Beth Kemp

Let’s say you're a traditional agency who gets it.   Depending on the size of your shop, you’ve probably hired one or more digital strategists who are bringing new technologies into both agency culture and clients’ business. 

What happens to these guys later? 

That was the question framed by an agency leader on a call I had earlier this week.  “What is the career track for the digital strategists at my agency?”

Obsolesce.

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Evaluating your media agency

Mary Beth Kemp

One of my colleagues will soon be launching a "Wave" for media agencies.  For those of you who may not know, a Forrester Wave is an analysis and evaluation of a particular market. 

A critical step is defining the 80 or so criteria on which the agencies will be evaluated.  These criteria will also be made available to our clients so they are able to customize the output - or rating - based on their needs.

Among many others, we'll ask and examine these agencies' media buying and planning offers and how they execute; their clients (including retention rate); their corporate strategy; their ability to help deliver insights on specific audiences; and of course, how they approach integrated - or cross-channel - media campaigns.

What are the most important criteria for you?  If you're an agency, what do you expect to be judged on?  And if you're an advertiser, what are the make or break characteristics of the partners you work with? 

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