The first part of The Marketing Factory article, Recognising and succeeding in a changing landscape, looked at how the marketing channel landscape has evolved into a multitude of channels and how marketers are challenged to adapt and align themselves to a centralised and personalised approach to content assets. This second part, The Marketing Factory approach for data-driven success, explores how data-driven marketing provides a number of key solutions to maintain a constantly evolving relationship with consumers and successfully scaling business on a global level, whilst keeping ahead of the competition and achieving sustainable profitability.
Part 2 - The Marketing Factory approach for data-driven success
The Marketing Factory
Brands have to build a centralised team of top creative content talent; this team acts as the Marketing Factory.
In order to streamline digital content production and distribution, it is necessary to leverage resources and upskill to create a central team of excellence, this team is known as the Marketing Factory, the eBusiness Institute defines this as: a department, area or dedicated group of people in an organisation who are solely responsible for the production, management and distribution of all master content assets (articles, images, infographics, videos, webinars, etc.).
The Marketing Factory (multi-market, regional or global) is focussed on generating best-in-class campaign ideas, reducing duplication and inconsistencies of local campaigns, whilst reinforcing and unifying brand messages.
This team is the content hub, the creator of what we call master assets which are campaign relevant and come from the understanding and insights of the consumer journey across all channels. These assets are stored in advanced Digital Asset Management (DAM) software systems and are mastered. Thanks to this 'factory' approach, teams from local markets can request assets be localised, which can be done efficiently, with minimum effort for adapting. Assets can be assigned to specific destinations and are tagged for easy tracking to help further build data for continuous improvements at global and local level. This creation of efficiencies for local marketing teams would free up time to enable them to focus on becoming experts in the consumer journey and in data-driven marketing approaches.
The Boston Marathon in April 2019, showed a fantastic example of personalised content marketing using this smart 'factory' approach applied to a specific event. Adidas, sponsors of the event, created 30,000 personalised videos for the participants of the marathon. By using radio frequency identification chips in the runner's bibs, Adidas was able to create personalised footage as the chips were triggered each time a runner crossed a checkpoint, tracking the individual's pace, time and location. This was used alongside pre-created assets, such as music and fill sequences, which together created the final videos. Within hours of the event, each runner received an email with access to their own personalised video of their participation. This shows how brands can create unique consumer experiences using technology to generate data.
Adopting a data-driven marketing approach
The Marketing Factory approach co-exists hand in hand with data-driven marketing strategies, which are devised using the insights gathered from campaign data and interactions with the consumer. We have already stated the importance of a capable and structured technology ecosystem as a foundation for content management and performance. And, in addition, data-driven strategies rely heavily upon an integrated and sophisticated management system that can organise, analyse and manipulate existing data with new data, to hone marketing efforts.
The core of a data-driven approach is to understand and act on consumer behaviours which leads to key benefits:
Adidas leads the way in data-driven marketing, it uses an iterative test-and-learn approach to maintain a constantly evolving relationship with its customers and successfully scale business across global units. Adidas runs experiments with dynamic and personalised content across its eCommerce website, using the virtuous circle of the Marketing Factory feedback to drive more consumer engagement. Adidas' incredible data-driven culture is helping them win big, so much so, that they have discontinued all TV advertising. Kasper Rorsted, Adidas CEO, said "Our primary interface now is through digital media, there is no TV advertising", he added, "the most important store we have in the world is .com". Rorsted stated that in 2017 "the online store grew 60%" and, in 2018, he proudly announced "record sales, the highest margin in our history".
Moving from traditional marketing to data-driven marketing requires company-wide focus and a need to break down the silos of traditional mindsets. GlaxoSmithKline (GSK) have undertaken a digital transformation project and Raakhi Sippy, GSK’s Global Head of Marketing Operations & Third-Party Partnerships, succinctly summarises, "[...] moving from traditional marketing to data-driven marketing with a laser focus on driving exceptional customer experiences [means] stepping up a technology platform for digital asset management and promotional copy approval, [and] overcoming organizational challenges—such as gaining internal buy-in at multiple levels [...]. Beating the industry standard simply isn’t enough for us. We must stay ahead of the game and truly leapfrog competition."
Winning companies, like Adidas and GSK, are committed to continuously improving and adapting customer experiences using the Marketing Factory approach, while improving the financial sustainability of the company. There's no doubt, transitioning to a data-driven culture is ambitious. It's a transformation process that many companies have already started. And, with the right partner, a technology infrastructure and a mindset shift, a data-driven marketing operation provides the winning combination, for companies and consumers.
This article was created and written by Luigi Matrone - CEO & Founder of the eBusiness Institute. It was originally published on the eBusiness Institute Blog on July 16.
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