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Transcript
29 Key B2C Marketing Activities Marketing leaders are searching for ways to improve their department, but competing priorities leave them wondering where to focus attention, time, and money. With the right plan, you can focus on innovating and maturing your function. Manage Market and Brand Strategy Develop Product and Brand Positioning Develop Integrated Marketing Communication Plans Acquire New Customers Partner with P&L Owners Prioritize Consumer Segments Build Market Awareness Drive Consumer Consideration Elicit Consumer Preference Generate and Activate Consumer Insights Identify and Support Brand Advocates Sample Path to Maturity: Manage Data Asset Building a World-Class Marketing Organization Level 3 Manage Data Asset Level 2 Use organizational data to complement primary research. Identify Key Activities Understand Shoppers and Purchase Paths Level 1 Commission primary research independently across the company. Store research summaries centrally. Make research easily accessible for all employees. Manage Agencies and Vendors Master Organizational Execution Synthesize information consistently by summarizing all projects. Take the guesswork out of prioritization and start building your world-class marketing organization. Contact CEB today! +1-866-913-2632 | [email protected] | cebglobal.com/setting-priorities Manage the Marketing Budget Manage Marketing Technology Partner with Trade Marketing/Sales Manage Direct-toConsumer Distribution Support External Channel Partners Manage Marketing Staff Manage the Function © 2017 CEB. All rights reserved. CEB166976GD Launch New Products or Brands Manage Marketing Functional Design Enable ConsumerFocused IT Strategies Inform Pricing and Profitability Models Steward Customer Experience Drive Product/ Brand Availability Measure and Communicate Performance Identify Portfolio Penetration Opportunities Prioritize with Confidence Structure market data gathering. Engage Existing Customers Grow Share of Wallet Manage Market Insights and Analytics Identify and Prioritize Market Opportunities Drive Conversion Guide Innovation Foster Enterprise-Wide Customer Focus cebglobal.com
