Download Building the Just-in-Time Marketing Organization

Building the Just-in-Time
Marketing Organization
Research highlights the practices of
effective marketing organizations
May 2016
“AWARENESS MARKETING” IS LESS RELEVANT TO CONSUMERS
Marketing content gets old fast—new solutions are needed
Mass marketing is proving less and less
successful. Companies are faced with
rapid market change and consumers that:
Gather robust information
about any product or
service of interest
Seek “better, faster,
cheaper” above brand loyalty
56%
Consumers said the number
of brands they consider before
making a purchase has increased
significantly over the past 10 years*
46%
Consumers more likely
to switch providers today
compared to 10 years ago*
Source: Just-in-time marketing CMO survey, Accenture 2015
Copyright © 2016 Accenture All rights reserved.
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REACHING THE RIGHT CONSUMER—RIGHT TIME, RIGHT MESSAGE
Just-in-time marketing tackles overproduction and wasted effort
Our survey of chief marketing officers found:
Marketing waste is quantifiable,
represents more spend than
you think and needs to be
tackled urgently
Copyright © 2016 Accenture All rights reserved.
Top tier marketing
organizations address
marketing waste far more
effectively than their peers
Just-in-time marketers
tend to grow faster than
their peers
Just-in-time marketers
behave and operate
differently from their peers
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EXTENT OF WASTED MARKETING EFFORT IS WORRYINGLY VAST
Marketing waste is quantifiable, represents more spend than you think and needs urgent action
Fewer than 20% of the
individuals that marketers
reach are the right
customers for the product or
service on offer
US$600 billion
Companies around the
world collectively spent
an estimated US$600 billion
on advertising in 2015
Hundreds of billions of dollars
may be wasted annually on
out-of-market customers
worldwide
20%
Source: Just-in-time marketing CMO survey, Accenture 2015
Copyright © 2016 Accenture All rights reserved.
4
TOP TIER MARKETERS BETTER ADDRESS MARKETING WASTE
Just-in-time marketers exhibit “waste-conscious” attitudes and mind-sets
Over the long term, these
inefficiencies can cost money
and customers. So I make sure to
put a lot of effort in to fix this.
CMO, large UK-based retailer*
Which of these statements best represents your attitude
towards inefficiencies incurred by various marketing activities?
90%
80%
70%
60%
Make a large
effort to minimze
50%
40%
What sets just-in-time marketers apart?
30%
• More customer knowledge
20%
• Better channel capabilities
10%
• Greater marketing agility
Eliminating is one of
my highest priorities
Make a large
effort to minimize
Eliminating is one of
my highest priorities
0%
Just-in-time marketers
Everybody else
Source: Just-in-time marketing CMO survey, Accenture 2015
Copyright © 2016 Accenture All rights reserved.
5
JUST-IN-TIME MARKETERS TEND TO GROW FASTER THAN THEIR PEERS
Effective and efficient marketers gain a competitive advantage
Just-in-time marketing relates to improved financial performance and better business outcomes.
% reporting greater than 26%
1-year growth than peers
% reporting greater than 26%
3-year growth than peers
40%
40%
35%
35%
30%
30%
25%
25%
20%
20%
15%
15%
10%
10%
5%
5%
0%
0%
Just-in-time marketers
Everybody else
Just-in-time marketers
Everybody else
Source: Just-in-time marketing CMO survey, Accenture 2015
Copyright © 2016 Accenture All rights reserved.
6
JUST-IN-TIME MARKETERS BEHAVE AND OPERATE DIFFERENTLY
Just-in-time marketers distinguish their approach to marketing initiatives from their peers
What do just-in-time marketers do differently?
% reporting very high integration of digital and
traditional marketing initiatives
70%
How do just-in-time marketers
operate differently?
Just-in-time marketers are more
likely than their peers to:
60%
50%
40% difference
40%
• Embed marketing digital and
analytics capabilities and talent
throughout their organizations
30%
• Leverage centers of excellence
for digital and analytics skills
20%
10%
0%
Just-in-time marketers
Copyright © 2015 Accenture All rights reserved.
Everybody else
• Independently choose or invest
in their own IT solutions
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ABOUT THE RESEARCH
Accenture Institute for High Performance research
INDUSTRIES REPRESENTED
COUNTRY HEADQUARTERS REPRESENTED
We sought to quantify marketing
inefficiencies and identify marketing
attitudes and behaviors:
532 chief marketing officers
Telecommunications
Survey conducted September
to November 2015
Electronics & High Tech
Wealth & Asset Management
Banking
Media & Entertainment
11 countries and 10 industries,
all with reported revenues of
more than US$1 billion
Hospitality & Travel
Retail
Consumer Goods & Services
Insurance
Utilities
Source: Just-in-time marketing CMO survey, Accenture 2015
Copyright © 2016 Accenture All rights reserved.
Spain
Brazil
Canada
Japan
Germany
Italy
China
United States
United Kingdom
France
India
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RELATED READING
Building the Just-in-Time
Marketing Organization
CONTACT US
Paul F. Nunes
Global Managing Director
[email protected]
Joshua Bellin
Research Fellow
[email protected]
Ivy Lee
Research associate
[email protected]
https://www.linkedin.com/company/accenture_institute
https://twitter.com/accentureinst
Copyright © 2016 Accenture All rights reserved.
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About Accenture
About Accenture Institute for High Performance
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to improve the way the world works and lives. Visit us at
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The Accenture Institute for High Performance develops and
communicates breakthrough ideas and practical insights on
management issues, economic trends and the impact of new
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remain high performers.
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