Transforming the

marketing function to

meet new challenges

Cambridge Judge Business School

7th September 2018

We are a Marketing Transformation Consultancy

© Flock Associates

What is Marketing Transformation?

3

“Marketing transformation is the process

of reinventing an organisational marketing

department and/or agency ecosystem to

make it fit for the future.”

© Flock Associates

Complete Marketing Transformation Involves Four Core Services

4

Process & Operational

Design

MarTech & Data

Review

1. TECHNOLOGY

Capability Assessment &

Organisational Design

3. PEOPLE

2. OPERATIONS

Agency Relationship

Review & Pitch

Management

4. PROCUREMENT

TRANSFORMATION

STRATEGY

© Flock Associates

Why Do Our Clients Work With Us?

5

COMMERCIAL

Reduce budget

-

Agency resigns the

account

-

Department or

budget wants own

dedicated resource

-

Procurement

PEOPLE

Change of CMO, CEO

-

Agency loses key staff-

Poor quality staff - not

the right talent

MODEL

Desire to move some

skills/services in house

-Change of model

e.g. global to decentralised

-Re/decouple services

e.g. Digital or prod or media

-Merger, TO or

integration of business

units

OUTPUT/WORK

Poor/inconsistent

creative

-Behind the

competition

-

Shift in format e.g. TV to Digital

-

Unsolicited pitch

WAYS OF WORKING

Concerns about

transparency

-Lack of consistent KPIs

Poor agency service

(response time,

process etc)

Companies we’ve

Supported with Marketing

Transformation

© Flock Associates

A change in Marketing

£€

BRANDS CONSUMERS

BROAD TARGETTING

BROADCAST

BRAND TO CONSUMERS

BRAND TIME

BRAND VALUES

TIME SLOT COMMS

£€

BRAND CONSUMERS

RELEVANT TARGETTING

PERSONALISED

CONSUMERS TO BRANDS

CONSUMER TIME

UTILITARIAN VALUES

ALWAYS ON

© Flock Associates

The Future is about Inbound Based Communications

1 2 3 4 5 6

What is the prospect looking

for?

Why are they searching for it?

What asset will satisfy that

search?

Where should the asset live?

How will the prospect find the

asset?

What is the next step in the customer

journey?

INTENT OPTIMISATION ASCENSIONCHANNELASSETCONTEXT

© Flock Associates

7 Major Marketing Trends in 2018

Chat bots AI Delivery Payment Mobile Personalisation Social

© Flock Associates

Chat bots AI Delivery Payment Mobile Personalisation Social

7 Major Marketing Trends in 2018

© Flock Associates

More than just chat

• Provide personalised assistance

• Enhance customer service

• Provide product recommendations

• Process orders

• Share brand or product updates

• Provide in-store assistance and navigation

• Offer promotions based on location

• Automate processes

• Enable discovery

• Support storytelling

1

1

© Flock Associates

Chat Bots

1

2

© Flock Associates

Chat bots AI Delivery Payment Mobile Personalisation Social

7 Major Marketing Trends in 2018

© Flock Associates

Google Booking an Appointment

1

4

© Flock Associates

Chat bots AI Delivery Payment Mobile Personalisation Social

7 Major Marketing Trends in 2018

© Flock Associates

Delivery - Adidas Glitch (4 hours)

1

6

© Flock Associates

Zero UI

1

7

© Flock Associates

Chat bots AI Delivery Payment Mobile Personalisation Social

7 Major Marketing Trends in 2018

© Flock Associates

Payment - Just Go

1

9

© Flock Associates

Chat bots AI Delivery Payment Mobile Personalisation Social

7 Major Marketing Trends in 2018

© Flock Associates

Mobile - Near Store / Instore / 30 Days

21

© Flock Associates

Chat bots AI Delivery Payment Mobile Personalisation Social

7 Major Marketing Trends in 2018

© Flock Associates

Fashion brand issues currency just for women

• Unadjusted gender

pay gap* is 21%

• Fashion brand Paisley

now offer Euro

exchange for FEMcurrency which is 21%

more than a Euro

23

* German Federal Office of Statistics

© Flock Associates

Chat bots AI Delivery Payment Mobile Personalisation Social

7 Major Marketing Trends in 2018

© Flock Associates

Mini Ads (You have to pay to play)

25

6”

© Flock Associates

Chat bots AI Delivery Payment Mobile Personalisation Social

Fast, Accurate

and EasyGuided

commercial &

customer

focused

conversation

Simplicity and

ease

Fast, secure and

on customers

terms

Build for a mobile

generation

Hyper knowledge

delivering real

time

personalisation

Be social

7 Major Marketing Trends in 2018

© Flock Associates

4 Key Changes Needed In Marketing Departments

27

Disruption

not

Tweaks

1

Org Design

Development

People

not

Roles

2

Capability

Assessment

Needs

not

Tech

3

Martech

Analysis

Partners

not

Suppliers

4

Ecosystem

Review

© Flock Associates28

No desks

No departments

© Flock Associates29

Lego House

© Flock Associates30

Brand Equity

Fail Fast

© Flock Associates31

2 Pizza Rule

Empty Chair

© Flock Associates32

Annual Call

Centre

Start Up

© Flock Associates33

70|20|10

Faster

© Flock Associates34

Flat Structures

Minimise

Distractions

© Flock Associates35

Data Hiring

Adapt

© Flock Associates36

Leaders

Whiteboards

© Flock Associates37

Ncourage

Simplify and Go

© Flock Associates38

EKIN

1. Honesty

2. Competition

© Flock Associates

4 Key Changes Needed In Marketing Departments

39

Disruption

not

Tweaks

1

Org Design

Development

People

not

Roles

2

Capability

Assessment

Needs

not

Tech

3

Martech

Analysis

Partners

not

Suppliers

4

Ecosystem

Review

© Flock Associates40

Thank you

41

Kieron.Matthews@flock-associates.com