26/04/2018 THE MARKETING ROAD MAP (to digitization) Marketing is going digital in more ways than one! In the distant past, consumer touchpoints were limited to a linear process ("sales funnel") which started with contemplation of purchase & ended with selecting a brand. Marketing investments in those days, largely comprised of reaching consumers at limited touchpoints by “pushing” information through various traditional advertising & marketing methods - all handled through a dedicated intermediary/supply chain called ad agency, who served as the brand custodian. The single ad agency was subsequently split into media, creative & events agencies. And going further, the media agency was split into mass media, digital & OOH. And digital into social, search, etc. Today, the single agency brand custodian has been replaced with a clutch of different agency partners who rarely 'talk' to each other. Marketing Ecosystems Meanwhile, consumers have become empowered with brand knowledge from other consumers (in addition to marketers). By reaching out digitally, they are able to easily “pull” information rather than simply accept what marketers "push" to them! This translates to a large number of non-linear customer touchpoints. With the consumer in direct touch with hundreds of digital intermediaries, Marketing Ecosystems are being created informally & automatically. The ad agency will soon become part of a clutch of digital intermediaries. Four Steps To Digitization With Marketing Ecosystems taking their place in the future, it's the best time to digitize your Marketing. Here are 4 steps to help you along: 1. Link your Marketing Procurement to Performance. Integrate with your agencies & partners. General procurement is based speed, quality & price. Marketing procurement should be based on sales & competition first. 2. Aggregate your Marketing Investments data in real time. Slice & dice your marketing investments data. Build your own Marketing Portal, which will ultimately house all data pertaining to marketing.. 3. ROI on a click. Upload your sales data to get Market-wise, Brand-wise Investment-to-Revenue Ratios on your dashboard. Compare multiple periods, brands, categories. 4. Marketing Analytics Upload various third-party databases into your Marketing Portal to get deep insights & correlations. With all your data stored in your own Marketing Portal, you have the luxury to regenerate past period analytical reports on a click.