Jessner Veloso is Executive Vice President of Global Marketing for Teleperformance .
The current generation of marketers is experiencing a crisis: Accenture recently discovered that the company was experiencing a "crisis of interest." Companies around the world are struggling with marketing strategies that are no longer effective, which can lead to cuts in their marketing budgets by reducing or eliminating their marketing workforce with increasing distrust of senior executives and senior executives (if the chief marketing officer is not still alive).
While this may seem like a disaster to some, there is no doubt that the culmination of a plethora of new technologies with exploding customer data points, cultural shifts, and new social models is forcing leaders to rethink their approach to marketing.
However, in this context, a new type of functional marketing has emerged that promises to achieve better results by breaking down traditional boundaries and breaking down silos. This new approach to marketing that can give marketers a second chance is what I call metamarketing.
Rules of the new world of branding
Although the name may be misleading, metaverse marketing is only one aspect of metamarketing. The goal is to A prefix meaning "wider" or "transcendental". Metamarketing is essentially an evolution of marketing practices that involves integrating consumer insights across channels to create immersive new levels of experience. This enables enterprises to achieve the mass channel customization they need to connect the digital and physical touchpoints where convergence and monetization occurs.
Seems complicated, doesn't it? this. This is why, although many companies recognize the value of metamarketing, they often choose not to fully implement it. As Executive Vice President of Global Marketing for service company metaverse, I've found that online marketing strategies require brands to rethink physical touchpoints and develop digital touchpoints, connecting them as needed to deliver an enhanced experience and further growth.
Moreover, metamarketing simply cannot function without destroying the communication standards that shape our business environment. However, doing so can be a huge task. For many companies, this means a complete change in culture. Historically, companies have managed their digital and physical teams separately, each with their own strategy, goals, and accountability for results. Channel-specific teams are generally unaware of what's going on elsewhere, so companies dealing with channel marketing must also work internally to ensure effective cross-channel collaboration.
There are several ways to break down these barriers and encourage cross-channel communication. Here are the two main actions to improve behavior and thinking:
1. Find and train MacGyver marketers
To succeed in metamarketing, marketers must broaden their skills to include data, technology, creativity, and finance. These are marketers like MacGyver. MacGyver was a popular figure in the 1980s, known for his outstanding problem solving and extensive scientific knowledge. This wealth of knowledge is what marketers need. But if we want them to step out of their comfort zone, we need to ensure that they benefit from greater cross-departmental collaboration.
2. Implementation of job rotation for marketers
Metamarketing organizations are dynamic and the people have to be the same. Marketers should be encouraged to gain experience in sales, finance, and other areas before returning to marketing. Job rotation can help create knowledgeable professionals who can draw on their diverse backgrounds.
lost foundation
The standards are very high when it comes to making the omnichannel experience simple and user-friendly for consumers, but the first step is to educate and empower employees to ensure they have the tools to implement the strategies the organization has developed.
It's also time to develop a "real" digital strategy. Our digital lives are becoming more and more important every year, as are the tools that enable individuals and communities to express themselves digitally. However, many brands still have to find a solution to this problem. Not only that, companies are turning to new technologies and increasing touchpoints with customers like a metaverse without a clear vision of how to improve the customer journey.
Approaching the metaverse with just the concept of an avatar and an established digital 3D environment, for example, could limit a company's visibility and ability to serve customers in what I see as one of the key opportunities for the future: seamless integration. metaverse in the brand's customer journey.
Leaders should focus on answering the following five questions before developing their Metamarket marketing plans for 2023:
1. Are you spending enough money to attract and develop talent?
2. How much do you plan to spend on targeted multi-channel integrations? For example, how do you plan to integrate metaverse and e-commerce? Do you have the budget to do this?
3. Do you have the analysis needed to adjust the cost/performance ratio?
4. Do you have the right partner to work faster?
5. Are you struggling internally to get a seat at the table? (And I suggest if you don't get it, consider whether it's time to move on and set another goal.)
Knowing the answers to these questions will help you integrate your plans more smoothly for the coming year and beyond.
Small step or big leap
To meet the online marketing opportunities available, you need to maintain higher standards for your brand and team. It is important to recruit cross-functional talent who, with the right culture, is able to integrate powerful multi-channel solutions with human understanding and empathy. The effort and risk involved in moving from marketing to metamarketing is generally too much.
However, I believe that future industry leaders will focus their innovations on goals that go beyond the choice between physical and digital channels and instead push boundaries to meet consumers in the confined spaces that continue to blur the boundaries between worlds.
So, yes, I think the current generation of marketers is in disarray, but there has probably never been a better time to work as a marketer as companies are starting to understand the opportunity and give sales teams the permission and means to move forward. And think boldly about how to stimulate growth.
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