`Bebop was about change, about evolution.
It wasn't about standing still and becoming save.
If anybody wants to keep creating they have to be about change´.
Miles Davis

November 10, 2014

FIVE STEPS for your Integrated Campaign Planning System

Build a better marketing organisation
One of the most effective ways to ensure every campaign
delivers maximum impact is to adopt an Integrated
Campaign Planning System.
This comprises a cycle of five steps that enables
businesses to choose the most effective combination of
engagement tactics, media types, platforms and content.
This makes it possible to build a campaign plan that is
highly relevant to the customer segment, represented by
personas, and that makes optimum use of paid, owned
and earned media.
Integrated planning is an iterative process, with analytics
making it possible for organisations to identify and fine-tune
the tactics that work best. This process of continuous
refinement leads to improvements in KPIs and enhanced ROI.
The five elements of the Integrated Campaign Planning
System are as follows:

Step 1: Identify inputs
To succeed, a marketing plan must take account of all the
internal and external factors likely to influence the campaign.
Internal factors include business priorities and corporate
digital strategy. Among the external factors are the digital
landscape in the target territory – digital usage is subtly
different in every country – and the level of digital maturity.

Step 2: Define marketing objectives
CMOs are expected to drive performance in three areas. First,
they need to grow sales and revenue. Second, they need to
demonstrate marketing efficiency improvements in brand
awareness, improved customer acquisition and product
promotion. Third, they must boost overall brand value.
Unlike traditional above-the-line marketing – such as
print, radio and television – it is possible to quantify just
about every aspect of a digital marketing campaign using
KPIs. These include viral reach, likes, video views,
comments and shares. As well as providing an instant
barometer of success, KPIs assist in the progressive
refinement of campaigns. KPIs must be aligned to
objectives and should not be considered as objectives
in their own right.

Step 3: Customer experience
Who is your customer? What is their preferred combination of
social networks? What sort of digital journeys are they likely to
take and what will they do next? Personas – fictionalised
consumers built using data and insights – help marketers to
answer such questions. Personas represent key segments
within target markets and provide a higher level of granular
detail than traditional broad-brush segmentation techniques.
In order to build personas, organisations need a range of
analytic skills and techniques, including data analytics,
buying-behaviour analytics and analysis of customer interviews.
Hyper-personalisation of this sort makes it possible for
marketing organisations to optimise the customer experience
and plan tailored journeys that generate maximum value at
every touch point. This allows marketers to target social
spend where it is most likely to trigger a chain reaction:
an example would be using “paid” media.

Step 4: Execute and measure
A rigorous and timely plan is the key to a successful
campaign. Integrated planning needs to be a default
capability: good planning will ensure not only the successful
initiation of a campaign, but also that every opportunity for
refinement is acted on once the campaign is in motion. A
number of test methodologies can be used to determine
what works, and what doesn’t, throughout the campaign
lifecycle. The most valuable of these techniques are A/B
testing, multivariate testing, usability testing and customer
journey analysis.
Dashboards provide a real-time indication of the health
of the campaign, highlighting activity on each social media
channel and correlating outcomes with earlier actions.
The ability to visualise and measure everything – and then
to adjust the campaign accordingly – is a differentiator.

Step 5: Analytics everywhere
Analytics has the power to transform every facet of a
campaign, from initial set up through to in-flight monitoring
of customer journeys [see box on “Tools for Change”]. But
it also has the power to drive change in the way marketing
organisations function. The companies that get the most out
of analytics are the ones that develop new expertise and
tackle interdepartmental bottlenecks to ease the flow of data
between silos and across areas of responsibility. In short,
analytics can not only boost revenue, it can also serve as a
catalyst for a smarter and better-integrated business

September 24, 2014

Marketing 2020 - Social Marketing Strategy

Customers are talking about your products & services. Find out more from new @IBM paper on #SocialMediaMarketing
Today I can proudly announce the whitepaper Social Marketing Strategy. In there you will find the details of all the 5 steps of the model. also you can read about the Sony Pictures reference and how our Spanish GBS Interactive team with Paula Abalos Martin, Alvaro Ruiz Sautier-Casaseca and Nuno Alberto Valenzuela Alonso have improved the social and digital campaigns of Sony Pictures Spain.

Read more and download the whitepaper at

September 23, 2014

Battle of the business bands 2014

Congratulations to the winner, the ING band, but.... The Institute became second (runner-up) during the 2014 Battle of the Business Bands.... We are so proud!!! Watch the video of our show, we opened the evening which was a great event!....

September 15, 2014

The Institute - Good For You

Together with my colleagues rehearsal for the battle of the business this time on Bass.

August 27, 2014

Marketing 2020 - step1: inputs

Inputs for the Integrated Planning System

2020 Marketing - Digital Strategy

As simple as it looks you need to start with understanding your digital environment in the country you start implementing the process. Although majority of the social networks and search engines in the western world will be around the obvious ones like Facebook, Google, Google+,Twitter, Linkedin, Pinterest. Think through, is it a B2B or B2C environment and for which industry you need to develop it. If for instance you would create this for B2C environment in Spain in the media & entertainment industry you have to identify the critical social platforms around music and movies. At that moment already new networks arise like YouTube, Spotify, Soundcloud. A list of social networks by interest area can be used as a starter like Trafficd. 

Writing for the different platforms good content is an art a good guideline can be found at Pinterest How to create a perfect social media post

Now let's check where I can improve....

July 23, 2014

IDC Releases 2014 Predictions for Chief Marketing Officers - prUS24541813

IDC Releases 2014 Predictions for Chief Marketing Officers - prUS24541813

The ten predictions and my comments in BLUE

The Top 10 Predictions are:
  • Prediction 1 – The CMO role becomes "open for definition" as today's CMO job description becomes considerably more complex and critical.
    • my view it moves towards the Customer Experience Officer or maybe the Chief Interactive Experience Officer
  • Prediction 2 - Innovative CMO and CIO pairs will throw out the rule book when it comes to IT's support of Marketing
    • No doubt CMO´s will have to work closely with the CIO with all analytical software, marketing automation and real time dashboard / measurement demands.
  • Prediction 3 - By 2020, the Marketing function in leading companies will be radically reshaped into three organizational "systems" - content, channels, and consumption (data)
    • Would not be sure these are the three "systems" that are critical. My view we move towards:
    1. My view it will stronger move towards a segment persona driven operating model
    2. Agree with the channels as they become OMNI channel (seamlessly integrated)
    3. Consumption data..would be data collection ...360° view, hyperactive persona measurement
    4. Marketing Technology - Infrastructure - processes, measurement
    • John Iwata, IBM sr VP marketing & communication developed 3 systems: Corporate Character (Brand & Culture), Make Markets (Strategy), Capture Markets (Demand Generation).
  • Prediction 4 - The best marketers will understand that "Content Marketing" does not equal "Thought Leadership"
    • No brainer
  • Prediction 5 - Multi-channel coverage becomes an opportunity and a challenge area, as CMOs integrate media silos
    • Especially the seamlessly hop from smart phone to tablet to Laptop, PC...and continue where you left...
  • Prediction 6 - 80% of customer data will be wasted due to immature enterprise data "value chains"
    • Agree I see that many organizations are collecting so much data and have so much data available but still have no idea and the capability to analyse  something smart out of it.
  • Prediction 7 - By the end of 2014, 60% of CMOs will have formal recruiting process for people with data skills
    • see my view they realized already a couple of years ago but it is difficult to find the us :-)
  • Prediction 8 - Only 20% of marketers will receive formal training on analytics and customer data management
    • Good point to build training and education for marketeers on this. We have a great Spanish team that can do this. They build a great case with SONY Pictures in ES.
  • Prediction 9 - Fragmented marketing IT point products and low adoption rate will inhibit companies' ability to win customers
  • Prediction 10 - Digital marketing investment will exceed 50% of total program budget by 2016
    •  Unavoidable digital is driving the transformation

July 21, 2014

How will your 2020 marketing organization look like?

Recently I have worked on a model how will your 2020 marketing organization look like and what capabilities to build and focus on. Base for this is that the Customer experiences are growing everyday thanks to digitization. To refer to a quote from Bridget van Kralingen, SVP, IBM Global Business Services
The last best experience that anyone has anywhere, becomes the minimum expectation for the experience they want everywhere and the quality of that experience is entirely dependent on the use of individualized information.
All these powerful digital forces, social, mobile, cloud, analytics, fundamentally change the way enterprises do business. These changes represent significant opportunities for organizations to invest in digital capabilities and transform customer relationships across 4 key dimensions. My view they best start at the marketing department to lead the pack. The four dimensions are:
  1. Customer Strategy
  2. Customer Innovation creative and design
  3. Customer Analytics
  4. Customer Platforms..(ie. mobile) 

Another transformation, already envisioned by Ogilvy in 2009, that becomes current is that the traditional use of the marketing mix 4P evolves in to the 4E The product becomes the experience, the place is everywhere, the promotion is evangelize and the price is an exchange.

With all these transformation forces surrounding the enterprise but specifically the marketing department implementing, this customer focused strategy, can best start and be supported by a 5 step integrated planning system. Below you can have a look at the model and in my future blogpost I will elaborate on this. Let me know your thoughts.