Blogg

& nyheter

Five changes in marketing

In my daily work as a business consultant, I work together with several marketing teams in different industries and of varying levels of maturity. The challenges differ, but I have noted five clear changes, which affect everyone.

  1. Digitalisation – Business is being transferred from physical stores and media channels to digital ones. Digital marketing is still not as important as televised or outdoor advertising, but the potential for increased sales and brand growth is growing day by day. Being at the top of Google’s search results today is the equivalent of yesterday’s flagship store in Oxford Street. Engaging people on Facebook today is the equivalent of yesterday’s full page in the Evening Standard. Those who successfully manage to combine media, website, and CRM into a coherent user journey are creating substantial value.
  2. Communication – Mass communication will always be necessary for brand growth. What is new, however, are the significant opportunities to communication adapted to different target groups, or to different stages of the user journey. Enriching your communication by taking into account the age of the recipient, or their behavioral patterns on the Internet, is incredibly efficient. Here we have seen several instances of campaign results being doubled, especially when optimized by AI technology to ensure that the right message is shown at the right time to the right person.
  3. Campaigns – Focus is still mainly on coordinating large campaigns, which are generated by an advertising agency, and then spread through the media by a media agency. Once the campaign has been completed, results are followed up and any lessons discussed. This process is repeated 1-3 times per year. This ancient machinery has some great strengths, but the working method is badly suited to improving the digital user journey. The digital transition is creating many new touchpoints, which have to be evaluated very frequently.
  4. Pace – New media channels, technologies, and user behaviors all succeed one another at an increasingly higher rate. This puts pressure on marketing and sales departments to act quickly. Old structures with time-consuming approval processes are a hindrance to the digital ability within the business. Using cross-functional working practices in agile teams, with continuous experimentation, and learning integrated with the processes, has turned out to be a recipe for success.
  5. Expectations – Access to data and new measurement techniques have changed expectations on what a marketing department is able to achieve for the company. From having previously been considered a necessary expense, the marketing budget is now viewed as an investment with a measurable return. An effective way of meeting this is to allocate the budget with funding designated to different goals and then be clear on how these different parts can be measured.

Meeting the increasing pressure for change is hard work, but the right team, the right operating models, and the right tools make it possible.

/John Eriksson

Senior Growth Expert at Curamando

Curamando + Sello

Blog

Sello and Curamando team up to help online sellers succeed on marketplaces

The nordic management consulting firm Curamando, which is a part of the ARC Arise Consulting Group, is announcing a strategic partnership with the marketplace integration platform Sello. “Sello’s powerful solution has contributed to an explosion of interest in marketplace business models, an area where we have significant expertise and experience.” – Suminder Pal Singh, Curamando […]

Read more

Blog

The 5-step Guide for the CMO of a smaller business

You feel the tingling feeling of excitement after starting a new position at a new business. And the best part; you are the new CMO! A dream position. A great opportunity to enter a new exciting time and you are full of energy. But where do you actually start? The job sounded quite tangible at […]

Read more

Blog /

Sustainable marketing – is there even such a thing or are we once again just trying to use the word “sustainable” in yet another context?

Eco-friendly and sustainable – these are frequently used words we marketers use in different advertising and marketing contexts today. But what does it really mean, and is it all the same when it comes to the world of marketing? The simple answer is no. Lets start by looking at some of the definitions that exist […]

Read more

Blog

Ett integrerat M&A-erbjudande för en komplex, digital värld

Sedan 1,5 år tillbaka ingår både Cupole och Curamando i ARC, en koncern med nio bolag som samlar managementkonsulter, experter och kreatörer inom digital tillväxt. Båda företagen har under lång tid arbetat med due diligence, DD, men på lite olika sätt. Cupole är till stor del ett traditionellt managementkonsultföretag med fokus på de kommersiella delarna […]

Read more