Marketers Need to Connect the DOTS: Developers of Transformation Successes
The marketing world needs to recognize the need for change because, as Rishad Tobaccowala said at a 4As Transformation Conference, the future is not about the containers of the past. When change is needed, as it is today in so many ways, it is not executed and implemented. The unfortunate result is irrelevance. Here are specific needs for transformations which likely will result in marketing, media and creative successes.
1) Greater focus on brand loyalists
Why? Because they account for delivery and acceleration of brand-profitable value, both short term and over time.
2) Greater understanding of what engages and doesn't engage Millennials and Generation Z
Why? Because as soon as 2030, they will account for over 50% of the population and brand sales ... and these two cohorts in many ways are much different than the older population cohorts.
3) Creative briefs, which acknowledge accepted beliefs, and emotional perceptions of brands and their categories by the advertising's targeted people
Why? Two major brands, Miller Lite in 1976 and Visa in 1985, were highly successful by refuting category negative perceptions held by ad-targeted people.
4) Company focus on two-way mentoring, not one-way mentoring, especially among Blacks and Hispanics
Why? Because young recently hired Blacks and Hispanics who mentor their bosses will help companies better engage the Black and Hispanic communities so they buy company products more often because they like the companies.
5) Brand sales attribution measurement of purpose branding, influencer marketing, experiential marketing and shopper marketing of all kinds.
Why? Because national research has shown that there is as much as 50% more marketing spend against these four pillars of brand activation than marketers spend on media advertising, especially against Millennials and Generation Z.
Closing note:
If any readers of this blog want me to give you the music which accompanies my words above, it's okay to reach out to me on LinkedIn and/or e-mail. michaeldjdonahue@gmail.com.
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Michael Donahue
Mike Donahue is a former Executive Vice President of the 4As, Senior Director of the ANA and CEO of Connect the Dots, a management consultancy.
