We asked CMOs of 10 Fortune 500 companies to predict how digital media and technology will impact brand marketing in 2013. In this second installment, marketing chiefs from Ford, Heineken and CVS share their prophecies and explain how they’re backing them up.
Jim Farley, EVP of Global Marketing, Sales and Service and Lincoln at Ford Motor Company is predicting that consumers will develop the most effective content for the brand via mobile and social platforms. Farley explains that marketers have always focused on content – but it’s traditionally been about the brand’s messaging…which is not often of interest to the consumer. And what’s of interest to the consumer is probably not within a 15 second TV spot.
“We want our customers to feel passionate about the experience they have with Ford and help tell our story. We don’t want to have to say ‘Ford is great’ – we want our customers to be saying it to each other,” stressed Farley. One of the ways Ford is successfully tackling this is by putting a significant focus on mobile and the “me” media. Whether it’s a Facebook post, a blog or a Tweet, this intersection of social and mobile means consumers are not only absorbing content, but now they have the immediacy to share and publish their thoughts with a global network. This allows Farley and his team to facilitate an authentic and rich conversation with Ford’s audience that transcends traditional marketing.
Farley shared this example: For the first time in Lincoln’s history, we will advertise in the Super Bowl; however we’re going to do it in our own unique way. It will be the first-ever Super Bowl commercial written entirely by social media, with consumers participating through Twitter and telling us about their craziest road-trip experiences. The narrative is curated by Jimmy Fallon and five dramatized tweets from real people will be broadcast during Super Bowl Sunday.”
Lesya Lysyj, Chief Marketing Officer of Heineken USA is also stressing consumer engagement via compelling content. “It’s a huge race to become the ‘king of content,’ under the assumption that, this is the way to increase engagement, and ultimately sales. I believe we’re going to develop a more refined view of this approach in 2013. Brand marketers are going to start looking at ‘engagement potential,’ which will be a combination of category, brand and campaign engagement potential,” predicted Lysyj.
Lysyj explained that in the case of the beer category, for example, while the category has high engagement potential, some of their brands’ strategies and campaigns have inherently much higher engagement potential than others. It’s based on the core idea of the campaign (Newcastle ‘No Bollocks’) and how it’s executed (with bite sized, very funny Facebook posts). That brand has an extremely high Facebook PTAT score (People Talking About) of 25% when the Facebook brand average is 1.5%. Getting a deeper understanding of this will help brand marketers focus their efforts in social/digital, relative to other marketing mix options where they’ll get the most return.
Rob Price, Chief Marketing Officer of CVS/pharmacy recounted how at the end of 2012 we saw “omnichannel” take center stage as one of the biggest buzzwords in the industry. Price feels that in 2013 we’re bound to see the marketer’s role evolve to become the advocate for the individual customer, regardless of which channel they are using to interface with your brand. At CVS/pharmacy, Price and his team are working to unlock all dimensions, regardless of channel, to truly personalize the customer experience. This starts with a digital interface that fuses preferences and insights from the ExtraCare savings and rewards program. It means personalizing the physical store environments through a store clustering effort to tailor products and services.
“We are adding technology within our stores that create individualized experiences, such as our ExtraCare Coupon Center. Most importantly, this year our marketing team will partner with our store operations team to create an enhanced customer service structure. We are creating tools and processes that will elevate the customer experience based on individual customer and patient needs. True personalization of this nature demands that we reinvent what marketing is. To meet this challenge in 2013, we have to reinvent what marketing does,” said Price.
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