In our final part of this series we will discus the marketing mix matrix.
So how does this matrix work?
Please download the whole ppt file here. The key dynamic that invariably drives an analysis of this nature is the correlation between sales complexity and maturity of marketing. The most complex sales (top of the vertical) are the solutions for large enterprise sales. The horizontal represents the range of marketing maturity from a compass type marketing environment to a full GPS-type marketing environment.
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We continue our blog from Oct 2, 2009 on integrated marketing for 2010 with the magic quadrant.
The magic quadrant for Integrated Marketing and where you are
The magic quadrant is a wonderful thing: it brackets the world in a two-by-two controllable set of dimensions, with a trade off from bottom left to top right. Part of the reason for producing the simple health matrix is that it allows you to think about which bubble best describes where you are. You can pick off where you are on the integrated maturity model and this will help drive how to focus on the questions and issues bought up in the previous blogs.
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We continue our blog from Sep 29, 2009 on integrated marketing for 2010 with planning.
Self awareness of where you are
This is really critical. For all the intent and expression of self, I believe it is too difficult to get progression without awareness. There is one core way we have seen organizations come to a collective consciousness of this need. The first is a simple audit of a campaign against a specific set of customer’s desires and actions against these stages. Not only does this bring all members of the team to similar realizations of what is and should be working but it places it into one simple visual score card. See below.
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We are just past Labor Day and I assume nobody is now wearing white shoes. Unlike the Kathleen Turner character in “Serial Mom,” nobody gets killed for bad integrated marketing. Part of the reason for that is a lack of core or accepted metrics for how successful or how unsuccessful an integrated campaign is.
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Integration is especially difficult to do, but is particularly tough when budgets are tight. The pressure to cut often forces us to shrink – and almost robotically - we reduce money so that the programs actually become less and less integrated and increasingly devolve into isolated activities, only tied together in name and not action. There are two simple areas where we get too robotic: content and journeys.
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(Fortune) -- There was a time when the geeks who keep a company's tech systems running could get by without knowing the finer details of corporate strategy. You called the chief information officer when you needed a server upgrade, not a strategic plan. As Paris Hilton might say, “really?” If this is news to you, then your marketing is going to be really out of whack with the new realities we face. The article argues that the CIO now needs to put their business skills into place. Some of this is driven by the need to “tighten belts” and the remainder is a key learning lesson we must think hard about in terms of how we structure our marketing:
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We are a few days past the annual chocolate and flowers fest of Valentine’s Day and it has occurred to me that, just as Forrest Gump may have told you, you never know what you’re going to get. This warning holds true particularly when you are handed one of the smaller boxes that do not contain a nice description inside them. My wife's (Lara) approach to this is smart but maybe not very enticing to others: she takes a small bite from each chocolate, tasting them. Please see the photograph below. Some chocolates she enjoys, some she becomes tentative of, and some surprise her. However, in other situations she feels that the insides could be great and she is just as often disappointed as overjoyed. Unfortunately for many of us, marketing and integrated marketing too often resemble this experience.
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Like billions of school children around the world I dreaded the day when I had to bring home my school report card. Unlike the millions who did well, mine was at best a mixed bag and at worst a consistently weak story. One year, dreading my father’s reaction (verbal and never physical), I “accidentally” lost my report card near the corner store. As luck would have it, some well meaning school colleague handed it in and the shop owner stuck it facing outward for the world (OK, Llanedeyrn Road in Cardiff, Wales) to see. The humiliation may well have spurred me later in life but at the time it was more embarrassing than admitting I listened to music by David Cassidy.
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There is a recent sci-fi movie called Jumper. Depending on whose reviews you most trust "They can go anywhere in the blink of an eye." In the UK Telegraph the review went as follows “A would-be snazzy sci-fi thriller about teleporting freaks and the agents trying to kill their fun.”
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