Samsung's Head Of Digital Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com

James Keady is head of digital at Samsung, where he is passionate about the audience experience across the digital landscape: social, website, retail, CRM, and media. Keady has worked globally across a diverse set of industries, from leading finance and beverage companies in Australia to luxury car brands in China.

Keady recently participated in our "4 Questions for Marketing Innovators" series.

1. What is one marketing topic that is most important to you as an innovator?
The expectations of today's audiences is to be communicated to in a personalized, targeted way; put simply, relevancy at scale. It is an exciting time to be marketer because the technology to deliver this is here now. Whether targeted programmatic media, profile data-driven content experiences, or cross-channel retail experiences, technology has bridged personalization theory with practice. Advertising as we knew it is dead; broadcast messaging has been replaced by one-to-one experiences between brand and audience.

The brands that are winning are those that can build marketing solutions with data and agility at the core. In terms of what you can do about it, I like the quote from PJ Pereira: "Think like a marketer, behave like an entertainer, and move like a tech startup."

2. Why is this so important?
Customers expect a personalized, consistent experience across all brand touch points. In the hypercompetitive digital marketplace, success is dictated by the ability to cut through the noise and deliver the right message at the right time to the right audience. People now have more choice and power. From ad-blocking software to the rise of subscription-based on-demand content platforms, today's consumers can now pay to take advertising out of their lives. Personal, relevant experiences that build customer conversion and loyalty are now a critical factor for businesses to generate and sustain future profits.

At McLaren luxury cars, they are focused on building digital into the exclusive positioning of the brand. Today's luxury car buyer no longer needs to step into a dealer to customize their future vehicle. The brand's configuration tool allows for thousands of configurations to be selected online, mobile, and from any location in the world with a Wi-Fi connection. This order connects with a local retailer, which can shortly after go into production and the customer into the CRM communication experience.

3. How will the customer experience be improved by this?
Personalization is key to the customer experience. The modern customer craves simplicity in experience. They demand authenticity and relevancy. They want the best price. And they want it now. The authenticity they demand will be delivered through technologies that are increasingly enabling this personalization at scale across branded websites, social platforms, and the media landscape.

A great example of a practical personalization delivered to make a difference to the bottom line is U.K.'s largest lingerie retailer, which started with the first stage of segmentation, building data profiles of customers to identify types, ranging from the confused boyfriend, the older woman, existing customers, and younger teenagers. With an understanding of their audience, they could now deliver targeted website experiences, exclusive offers for regular visitors, data-driven UX improvements, and understanding the browsing habits and how content needs and conversion opportunities differ between desktop and mobile users.

4. How will this improve the effectiveness of marketing?
Marketing efficacy will improve because we now operate within a data, performance-driven world. The brands that are most effective harness this data to add value to the customer experience. These experiences convert prospects into repeat customers, contributing to building the base and future financial sustainability.

However, the correct use and regulation related to data-driven marketing will always be a value exchange. Increasingly, data-savvy audiences will use data as an asset, and if the value is not clear, they will not invest in your proposition. Dave Egger's "The Circle" explored where future society revolves around omnipresent data collection and 24/7 transparency operated by commercial organizations. We are some way from that rebooted Orwellian scenario; however, using data responsibly to give customers what they want, where they want is, a great way to become more effective in your marketing.

Bonus: Favorite activity outside of work?
I'm passionate about life in London with my family, exploring new cultures, new ideas, and visiting my home town (Melbourne, Australia) whenever I get the chance.

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Five Ways CMOs Are Failing At Content

Article by Ernan Roman Featured on Forbes.com

Recently, AOL CMO Allie Kline said that content marketing “is an increasingly important investment that brands must make to engage consumers and authentically communicate a brand’s purpose.”

However, per recent research, companies are having a tough time succeeding with content marketing: 71% of marketers planned to up their video efforts, however 44% say they have no effective video marketing strategy. And, 81% of marketers are involved in content marketing, but only 28% of organizations say they are effective.

Here are five critical ways that CMOs are failing at content and what can be done to turn things around.

Pitfall 1: Content is being driven by what your team assumes it “should be”

Effective content is based on deep customer insights which drive content that resonates with your audience. It is not based on suppositions or general trends.

Pitfall 2: Content doesn’t have a strategic approach

Per research, while the majority of companies stated that they are heavily focused on creating engaging content and will produce more content, 55% are unclear or unsure about what content marketing success or effectiveness actually looks like. Additionally, only 32% of companies actually have a documented content marketing strategy.

Pitfall 3: Content doesn’t have the right metrics for measuring success

How do you determine what is working? The metrics that were rated as important by successful content marketers include increased lead quality/sales, increased web traffic, brand awareness lift, increased SEO ranking and increased renewal rates/subscriber rates.

Pitfall 4: Insufficient understanding of the importance of content for your customers

The effectiveness and sustainability of your content strategies requires a fundamental understanding by your team of the value of content marketing for your customers and what it can do for your brand perception.

Consumers are inspired by good content; 60% of people seek out a product after reading content about it, and 82% of consumers feel more positive about a company after reading custom content.

Pitfall 5: Not using content to power inbound marketing

One of the keys to successful content is the ability to generate a source of new inbound traffic to your website. Research indicates that companies are 3X as likely to see higher ROI with inbound marketing campaigns than on outbound. Inbound marketing also delivers 54% more leads into the marketing funnel than traditional outbound marketing.

No doubt, marketers know that content is a valuable engagement and sales tool. But the key is to develop tight strategies and tight metrics to avoid these five pitfalls that can sink the best attempts.

LEGO VP Marketing Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com

Michael Moynihan is vice president of marketing for LEGO Systems. His 20-plus years of consumer marketing experience guides his leadership of the U.S. marketing effort for the world's second largest toy company, where he oversees brand management, in-store and shopper marketing, content marketing, and strategic planning, among other responsibilities.

Moynihan also serves on the LEGO Group's Americas Leadership Team. In addition, he holds global roles on the Global Marketing Leadership Team and chairs the Global Competitive Forum.

Moynihan recently participated in our "4 Questions for Marketing Innovators" series.

1. What is one marketing topic that is most important to you as an innovator?
The single most important thing to our marketing innovation is our desire to solve people's problems in authentic ways. We learned the hard way many years ago that when you start with the goal of selling more products to more people, the path to that goal is often to create problems that people don't actually have that your brand can then claim a superlative role in solving. We've changed our focus to actually understand the problems that people do have, and then we go the extra step to determine whether people see our brand as a credible solution to those needs.

We are relentlessly focused on solving our consumers' problems, not our own, and it has made all the difference in how we engage our audience. What helps to anchor us in our efforts is that our bonus structure supports a stakeholder-centric mindset. The vast majority of our bonus is based on how we rate with our stakeholders, while only a small percentage is based on our financial performance.

2. Why is this so important?
People want to be understood and recognized. What better way to deliver against that need than to get at the root of what makes them tick in the first place, and then to map if and how your brand can fit into that equation? It's easy these days to generalize about an entire generation with blanket insights. We see the opportunity, however, to break things down even more. Of course, there are universal truths, but there are also huge differences between boys who are 7 years old and boys who are 9 years old, as an example. Not only do they have different developing skills and abilities, their human and emotional needs are drastically different. Why do they play? What human needs does play need to satisfy for them? What do they expect their play materials to empower them to do? Where do they expect this will come to life?

We're evolving our consumer segmentation model in order to get even more surgical about the nuances so that we don't overgeneralize and in order to ensure that we stay focused on those core consumer needs ­at every stage of a person's LEGO journey. Addressing needs is the best way to ensure brand relevance.

3. How will the customer experience be improved by this?

If you think about the people who you are most drawn to in your own circle, they are often the ones with whom you can best relate and who you feel really understand you, your point of view, and your values. They are the people you most often seek to spend time with, the ones you trust the most, and the ones who make you feel good about yourself. As a brand, we try to be that person in someone's circle who really gets them, with whom they can relate and trust, and with whom they want to engage more. By investing as much time and energy as we do in truly understanding people's needs, then connecting the ways in which our brand can authentically solve them, we're establishing rapport and trust that translates to loyalty.

We want to help children have more fun, develop more skills, become better problem-solvers. We want parents to know they can rely on us always to deliver on their expectations for quality, learning, fun, and creativity. We want gift-givers to know that when they choose a LEGO product as a gift, it's one that will be well-received. We earn that by demonstrating that we understand what each of them—children, parents, and shoppers—needs in everything we produce.

4. How will this improve the effectiveness of marketing?
If your brand is authentically solving genuine needs, there is a huge opportunity to develop and nurture a meaningful relationship, based in trust, which, in turn, leads to loyalty and advocacy. Word of mouth is one of the most important and desired results for any marketer today. Any way to accelerate the path to consumer advocacy of your brand will drive incredible marketing efficiency and impact. And let's be honest: If you do the due diligence to understand if your brand can authentically solve for stated consumer needs, you're also ensuring that your marketing dollars are wisely invested.

As an example, we identified through an ideation phase several years ago that there could be a business opportunity with dads. We could have easily done a hallway poll to validate our hunch, but we actually went really deep to understand what problems today's dads have. We identified the problems we thought that LEGO could help them solve. We then did extensive testing to see if dads saw us being a credible solution to the problem. Luckily, dads agreed that LEGO could solve their challenge. The key, though, was that our team was perfectly willing to walk away from a campaign if we had heard that we weren't actually credible to dads as a means of solving their problem.

Rooting the objective in solving the need is the best way to ensure marketing dollars are spent effectively.

Bonus: Favorite activity outside of work?
I'm an avid golfer. I'm not very good at it, but it's a great excuse to be outdoors with people who I enjoy.

For additional Marketing Innovator stories, click here.