3 Marketing Mindsets That Must Change for Companies to Successfully Integrate
At the same time, Wade reminds the audience that "customers [and] consumers own the brand" as much as, or more than, marketers.
2. Data: "We're all drowning in data," Frankland says. Using analytics is part of the answer, but he says "the more important side of it is, 'What's the question you're asking?' "
Having data answer that question makes more sense, he says.
McKinsey research finds that businesses should create data streams with feedback loops, Magill says. To that end, Wade says dashboards are going to control marketing and organizations more and more. However, it's also more important than ever to trust gut feelings and consider whether, intuitively, what the dashboard is saying is right.
ROI is a tunnel-vision metric, Magill agrees. Keep an eye on the big picture.
3. Change while doing regular business: Don't be another Blockbuster, be a Procter & Gamble, Frankland says. The biggest challenge he has is having clients adapt while keeping the lights on. So Frankland asks, "How do I help you keep the bus moving, but change the wheels?"
That involves ridding organizations of another legacy mindset, Magill says: Stop thinking of marketing as separate from customer experience and change the campaign method to one of continuous communication.
"It's a lot of introspection," Magill says.