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Waste or Win?
The Case for
Just-in-Time
Marketing
CMOs estimate that fewer than 20% of
the people they reach are potential customers
for the product or service being offere...
Broad awareness campaigns are losing
their luster, and contributing to waste.
Fail to convert
sales
Target the wrong
custo...
Done wrong, the pivot to personalized
marketing experiences creates waste.
Marketers attempt to leapfrog
the necessary fou...
-$11.6 billion
Digital tools and technologies can be both
a cause of and a cure for marketing waste.
* Joshua Bellin and P...
Digital tools and technologies can be both
a cause of and a cure for marketing waste.
More channels = More
silos within ma...
CMOS recognize the consequences
of all this marketing waste.
Less than half
of CMOs are
“very satisfied” with
the value fo...
CMOS recognize the consequences
of all this marketing waste.
Don’t consider
what is being
advertised
Do consider what
is b...
How can marketing organizations
produce quality content that reaches
the right customers?
It is a practice rooted in lean
...
Just-in-Time Marketing can
impact the bottom line.
Accenture research
shows that companies
that excel at Just-in-
Time Mar...
Just-in-Time Marketers
share important capabilities.
Customer
knowledge
Channel
capability
Messaging
agility
How can your marketing organization develop
Just-in-Time Marketing capabilities?
A foundation for change.
Start making these three things happen.
1. Transform the operating model 2.	Support continuous pl...
Companies around the world spent
$600 billion on advertising in 2015.
All of them have a choice to make
for the future.
Wh...
Rob Davis
Managing Director
Accenture Interactive
rob.davis@accenture.com
Joshua Bellin
Research Fellow
Accenture Institut...
About the Accenture Institute for High Performance
The Accenture Institute for High Performance develops and communicates ...
% reporting greater than 26%
1-year growth than peers
40%
20%
30%
10%
31%
10%
% reporting greater than 26%
3-year growth t...
% reporting greater than 26%
1-year growth than peers
40%
20%
30%
10%
31%
10%
% reporting greater than 26%
3-year growth t...
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Just-In-Time Marketing

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Just over 80% of marketing is reaching the wrong customers according to an Accenture global survey of CMOs across industries.

On a cost-per-consumer-reached basis, this is an estimated hundreds of billions of dollars being misspent annually. But the companies most focused on reining in this waste are also boosting the quality of their marketing — and enjoying stronger growth as a result.

Download the full report at http://accenture.com/justintimemarketing

Publicado en: Marketing
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Just-In-Time Marketing

  1. 1. Waste or Win? The Case for Just-in-Time Marketing
  2. 2. CMOs estimate that fewer than 20% of the people they reach are potential customers for the product or service being offered, according to an Accenture global survey of CMOs across industries. On a cost-per-consumer-reached basis, this represents an estimated hundreds of billions of dollars being misspent annually. It’s no coincidence that the companies most focused on reining in this waste are, consequently, also boosting the quality of their marketing—and enjoying stronger growth as a result. Waste. It’s a big problem for marketers… Wrong customers Right customers 80% 20%
  3. 3. Broad awareness campaigns are losing their luster, and contributing to waste. Fail to convert sales Target the wrong customers Become irrelevant fast
  4. 4. Done wrong, the pivot to personalized marketing experiences creates waste. Marketers attempt to leapfrog the necessary foundation building that is necessary to master personalized marketing at scale, and they are disappointed with the results. They cannot move beyond pilots and provide personalized experiences at scale without the right operating model and operational capabilities. Personalized Marketing @ ScaleScale Pilots Current Mature PERSONALIZED EXPERIENCES MARKETING OPERATIONS CAPABILITIES
  5. 5. -$11.6 billion Digital tools and technologies can be both a cause of and a cure for marketing waste. * Joshua Bellin and Paul F. Nunes, “Lean, Targeted, Digital: How to Gear Up for Just-in-Time Marketing,” 2015 Accenture.com/justintimemarketing More opportunities = More chances for missteps Some marketing organizations are wasting billions marketing to Internet bots posing as real consumers. One study puts the 2014 loss figure at $11.6 billion.*
  6. 6. Digital tools and technologies can be both a cause of and a cure for marketing waste. More channels = More silos within marketing organizations Digital marketing evolved as an isolated specialty area. Separation of talent, tools and work streams across digital and traditional marketing activities created unnecessary waste.
  7. 7. CMOS recognize the consequences of all this marketing waste. Less than half of CMOs are “very satisfied” with the value for money they receive from marketing efforts.
  8. 8. CMOS recognize the consequences of all this marketing waste. Don’t consider what is being advertised Do consider what is being advertised 80% 20% Fewer than 20% of the individuals will consider the product or services for what’s being advertised.
  9. 9. How can marketing organizations produce quality content that reaches the right customers? It is a practice rooted in lean manufacturing approaches that reduce unnecessary inventory by producing only what customers want, when they want it, always to precise specifications and superior quality. Just-in-Time Marketing can help marketers drive personalized marketing at scale and enable better operational effectiveness to focus only on marketing initiatives that can convert sales.
  10. 10. Just-in-Time Marketing can impact the bottom line. Accenture research shows that companies that excel at Just-in- Time Marketing are three times more likely than peers to report the strongest growth rates over one and three-year periods. Just-in-Time Marketers Everybody else Source: Just-in-Time Marketing CMO survey, Accenture 2015 1-year growth than peers % reporting greater than 25% 3-year growth than peers 40% 20% 30% 10% 30% 10% 38% 12%
  11. 11. Just-in-Time Marketers share important capabilities. Customer knowledge Channel capability Messaging agility
  12. 12. How can your marketing organization develop Just-in-Time Marketing capabilities?
  13. 13. A foundation for change. Start making these three things happen. 1. Transform the operating model 2. Support continuous planning 3. Measure results, and measure again Sponsorship and governance Processes and capabilities Technology and data management Organizational design and talent management
  14. 14. Companies around the world spent $600 billion on advertising in 2015. All of them have a choice to make for the future. What choice will you make? • Risk investments • Throw away resources • Wrong consumers • Miss opportunities • Reinvent marketing quality • Target resources • Right consumers • Convert sales Waste Win vs.
  15. 15. Rob Davis Managing Director Accenture Interactive rob.davis@accenture.com Joshua Bellin Research Fellow Accenture Institute for High Performance joshua.b.bellin@accenture.com Accenture.com/justintimemarketing Waste or Win? The Case for Just-in-Time Marketing Contact us For more information visit:
  16. 16. About the Accenture Institute for High Performance The Accenture Institute for High Performance develops and communicates breakthrough ideas and practical insights on management issues, economic trends and the impact of new and improving technologies. Its worldwide team of researchers collaborates with Accenture’s strategy, digital, technology and operations leadership to demonstrate, through original, rigorous research and analysis, how organizations become and remain high performers. For more information, follow @AccentureINST or visit www.accenture.com/Institute. About Accenture Interactive Accenture Interactive, part of Accenture Digital, helps the world’s leading brands drive superior marketing performance across the full multichannel customer experience. Accenture Interactive offers integrated, industrialized and industry-driven digital transformation and marketing solutions. To learn more follow us @AccentureSocial and visit www.accenture.com/interactive. About Accenture Accenture is a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology and operations. Combining unmatched experience and specialized skills across more than 40 industries and all business functions – underpinned by the world’s largest delivery network – Accenture works at the intersection of business and technology to help clients improve their performance and create sustainable value for their stakeholders. With approximately 384,000 people serving clients in more than 120 countries, Accenture drives innovation to improve the way the world works and lives. Visit us at www.accenture.com. Copyright © 2016 Accenture. All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
  17. 17. % reporting greater than 26% 1-year growth than peers 40% 20% 30% 10% 31% 10% % reporting greater than 26% 3-year growth than peers 40% 20% 30% 10% 38% 13% Just-in-Time Marketers Report the Strongest Growth Rates Just-in-Time Marketers Everybody else Source: Just-in-Time Marketing CMO survey, Accenture 2015
  18. 18. % reporting greater than 26% 1-year growth than peers 40% 20% 30% 10% 31% 10% % reporting greater than 26% 3-year growth than peers 40% 20% 30% 10% 38% 13% Just-in-Time Marketers Everybody else Source: Just-in-Time Marketing CMO survey, Accenture 2015

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