From Single to Multiple Marketing Roles
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The changing consumer landscape can look like
a scary place for people responsible for Marketing, Insight and Innovation
Responding to these shifts requires new skills, new ways of working, new mindsets.
But this doesn’t have to happen overnight. Taking the long view on capability development and what to develop in-house over what timeframe, supported by
what processes and technologies – is the key.
For over 20 years, Added Value has helped leading organizations evolve and build their Marketing, Insight and Innovation capability to meet changing consumer, competitive and cultural dynamics.
We can offer an expert assessment of needs and tailor solutions to help meet the challenge.
Imagine tracking as a virtual
command center for brands
To give marketers both insight into and direction for new and effective ways to engage with their audiences proactively.
This is how we run our tracking studies – like brand command centers.
Our unique approach is rooted in our long-standing philosophy that tracking at its best is a strategic tool for brand development.
This means a holistic approach that combines monitoring and predicting what people are saying and doing, survey metrics, in-market performance (sales) and reputation. Our tracking program affords marketers a full understanding of the context so that they can be smarter about when and more importantly how to engage with customers.
Successful brands are adaptable and brave enough to engage on
the consumer’s terms
They flex to ensure they deliver a relevant experience across all points of encounter.
As such, these brands have developed an active essence full of purpose that acts as a springboard, driving action and guiding brand behavior, establishing when to show leadership and when to relinquish the reins to consumers - not least through co-creation.
As caretakers of successful brands, marketers will increasingly need to play different roles themselves
They are readily prepared to shift from brand manager to community manager, from brand guardian to brand journalist, from content creator to curator, from leader to listener.
In the long term, marketing departments will reinvent themselves - new skills
will be required to facilitate and enrich these new relationships. Before resources evolve, in the short to medium term new processes or partners will enable marketers to be nimble in adapting their brands to consumer desire.
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