Entering the Next Phase of Digital Transformation
N ot so long ago, marketing consumer products felt like a genteel game of lawn tennis: Established competitors invested in creative with long lead times, using proven models of TV and big-box retail, alongside trusted agency partners. Today, it’s more like a sprawling contest of mixed martial arts, with new competitors playing by different rules; an unprecedented complexity of channels, content and partners; and a step change in speed and ways of working that has punches flying at incumbent consumer products companies.
Fueling the blur of combat is a radical shift in brand growth models. Within the span of most executives’ careers, advances in technology have reshaped how consumers engage with brands. In the US and UK, more than 60% of consumers now discover products online, and 85% of millennials trust reviews from a faceless stranger more than traditional advertising. The same technology advances have dramatically altered the competitive landscape. CMOs can no longer forecast forward their current profit pools only by looking to fill in geographies and nearby product market segments. That process risks ignoring the industry’s disruptive trends, as profit pools shift quickly from products to services to experiences and communities, and as mass products evolve into new segments with accelerating personalization. Growth strategy today requires consumer products companies to look “present forward” and “future back”—to create a faster horse while envisioning the car—in order to define new growth platforms beyond their current products, business model and capabilities.
Upgrade Content Creation Capabilities
Fueling the blur of combat is a radical shift in brand growth models. Within the span of most executives’ careers, advances in technology have reshaped how consumers engage with brands. In the US and UK, more than 60% of consumers now discover products online, and 85% of millennials trust reviews from a faceless stranger more than traditional advertising. The same technology advances have dramatically altered the competitive landscape. However, the transformation still required across the industry is significant, involving far-reaching changes to consumer products companies’ growth models and the largest buckets of their discretionary spending. And it’s urgent, as consumers and new competitors are moving faster than incumbents can react.
“I cannot give you the formula for success, but I can give you the formula for failure. It is: Try to please everybody.”
DAVID OSWALD
What’s the right path forward? Reinventing the brand growth model requires more than a reallocation of marketing budget to digital. CMOs need a reassessment of growth platforms and future brand portfolios, a new understanding of the consumer journey, a supporting strategy on data and technology.
The consumer journey has fundamentally changed, and so has the role of the brand manager. Once guardians of the brief to agencies, today they must lead hands-on content generation, data management.
vente cialis 20mg
1 mars 2023[…] price of cialis 20 mg tab cvs […]
gate io nasıl para yatırılır
19 mai 2023Thank you very much for sharing. Your article was very helpful for me to build a paper on gate.io. After reading your article, I think the idea is very good and the creative techniques are also very innovative. However, I have some different opinions, and I will continue to follow your reply.
gate io para çekme
19 mai 2023Thank you very much for sharing. Your article was very helpful for me to build a paper on gate.io. After reading your article, I think the idea is very good and the creative techniques are also very innovative. However, I have some different opinions, and I will continue to follow your reply.
binance register
27 mai 2023Your point of view caught my eye and was very interesting. Thanks. I have a question for you. https://accounts.binance.com/en/register?ref=P9L9FQKY
Sign Up
28 mai 2023The point of view of your article has taught me a lot, and I already know how to improve the paper on gate.oi, thank you. https://www.gate.io/id/signup/XwNAU
usa real money casino no deposit
29 mai 2023[…] neonvegas casino win real money games […]
real money casino paypal
29 mai 2023[…] play online casino games and win real money […]
binance register
1 juin 2023Thanks for shening. I read many of your blog posts, cool, your blog is very good. https://accounts.binance.com/en/register?ref=P9L9FQKY
gate io
6 juin 2023I have read your article carefully and I agree with you very much. This has provided a great help for my thesis writing, and I will seriously improve it. However, I don’t know much about a certain place. Can you help me? https://www.gate.io/es/signup/XwNAU
gate io nasıl para yatırılır
17 juin 2023Very nice post. I just stumbled upon your blog and wanted to say that I’ve really enjoyed browsing your blog posts. In any case I’ll be subscribing to your feed and I hope you write again soon!
binance
21 juin 2023Your point of view caught my eye and was very interesting. Thanks. I have a question for you. https://accounts.binance.com/ru/register?ref=V2H9AFPY
Izveidot personīgo kontu
23 juin 2023Your article helped me a lot, is there any more related content? Thanks! https://accounts.binance.com/lv/register-person?ref=OMM3XK51
Cel mai bun cod de recomandare Binance
24 juin 2023Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me. https://accounts.binance.com/ro/register-person?ref=UM6SMJM3
www.binance.com Pag-sign up
30 juin 2023Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me. https://www.binance.com/ph/register?ref=IJFGOAID
nitrofurantoin price
10 juillet 2023[…] cheap nitrofurantoin […]
buy generic zofran
10 juillet 2023[…] buy ondansetron […]
how to buy methotrexate
10 juillet 2023[…] buy methotrexate canada […]
buy clonidine medication
10 juillet 2023[…] clonidine pills used […]
buy lasix furosemide
10 juillet 2023[…] furosemide online […]
buy buspar no prescription
10 juillet 2023[…] buspar pill identifier […]
olanzapine price
10 juillet 2023[…] olanzapine 2023 […]
claritin allergy pillows
10 juillet 2023[…] claritin d 12 hour tablets […]
lamictal xr discount
10 juillet 2023[…] buy lamictal […]
cialis 20 mg 30 tablet price
27 août 2023[…] is it safe to exercise on 20mg cialis […]
tadalafil (adcirca) 20mg weekendre
27 août 2023[…] cialis 20 eli lilly […]
what is the difference between 10mg and 20mg of cialis?
27 août 2023[…] cialis 20mg generika […]
20bet
23 septembre 2023I am currently writing a paper and a bug appeared in the paper. I found what I wanted from your article. Thank you very much. Your article gave me a lot of inspiration. But hope you can explain your point in more detail because I have some questions, thank you. 20bet
RobertBoW
26 septembre 2023https://clck.ru/34aceM
cheap norvasc
25 octobre 2023[…] cheap norvasc […]
order levitra super active oo
2 décembre 2023[…] buy viagra cialis […]
cialis oral jelly 20mg
2 décembre 2023[…] generic cialis online […]
cialis 20mg price in canada
2 décembre 2023[…] cialis 5 […]
precio cialis 20 mg 12 comprimidos
2 décembre 2023[…] 50mg viagra vs 20mg cialis […]
nimabi
5 décembre 2023Thank you very much for sharing, I learned a lot from your article. Very cool. Thanks. nimabi