DIGITAL

MARKETING
The Right Here, Right Now of It

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MARKETING UNDER CONSTRUCTION? WEAR HIGH VIZ

Foreword
Theres no template for marketers. Its not like theres one perfect set
of skills, one work background, or one complete list of personality traits.
Thats because there isnt really one type of marketing. What you need
to do to help one company succeed can be wildly different than what
you have to do at the next.
However, theres a near-limitless amount we can learn from each other.
While the specifics change, there are patterns and themes we can pick
out to emulate or reform to make our marketing better.
In that spirit, heres the Incite Summit: West Interview series. We asked
seven of the marketing luminaries who are going to be speaking at Incite
Summit: West the same three questions:
W hat developments do you expect are going to significantly affect
your ability to personalize and target your marketing over the next
1-3 years?

W hat expectations do marketers (or others) currently hold for the

future of digital marketing that you believe are overblown
or unrealistic?

W hat companies and campaigns have inspired you to do better

digital marketing?

And have compiled their insights into the accessible handbook that follows.
I hope it encourages to be more bold in your own role, inspires you to do
try something new with your marketing, or helps unlock a problem youve
been struggling with.
If you want to learn more about Incite Summit: West (San Francsico, May
17th and 18th), where youll be able to learn from all of the speakers in this
series plus over a dozen more, please check out our site (www.incite-group.
com/west) and download a brochure, or just send me an email: Im always
happy to chat with and learn from marketers like yourself.

Mark Kersteen
Editor and Content Director
Incite Group
(201) 479 4890 mark@incite-group.com

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DIGITAL MARKETING: THE RIGHT HERE, RIGHT NOW OF IT

Whats next for marketing in 2016?

As part of the lead up for Incite Summit: West, I asked our speakers what they saw as the most
significant upcoming factors affecting their ability to target their marketing in the years ahead.
Across industries, one thing seems clear: were going to be getting a lot closer to the customer.
Marketers capabilities for segmentation and personalization are multiplying at an incredible
rate. While theres any number of disruptions that could rock how we approach our marketing,
all marketers should be prepared to know (and to use a lot more of what they know) about their
customers than ever before.

Tapping into the Big Data boom

This is something Andrew Strolin, Vice-President of Marketing at Natures Bakery, has been accounting
for in his strategy:
Over the past decade or so, its been great watching the switch to big data turn on. In the coming
years, were looking forward to affordable solutions that can help us more-readily turn that data into
personalized consumer experiences through our traditional marketing tactics and in our digital marketing
channels.
Its certainly a place a lot of brands are at right now. Investment in marketing capability is going to be
a differentiator, but first this requires laying the groundwork and finding the right partners to help with
this transition.
At Natures Bakery we run a lean team, so its important we build key strategic partnerships with
agencies and other companies to help empower the deciphering and implementation of that data to
create consumer-centric campaigns across all of our channels.

New channels, new opportunities

The other critical factor for marketers to stay on top of is identifying new or changing channels, and
how to get the most out of them. Ryan Lauder, Director of Consumer Engagement at TaylorMade,
identifies streaming television and other forms of video as a new and open gateway to understanding
your customers behavior.
With the recent growth in app-driven TV content and streaming services, in-home advertising will be
one of the biggest drivers of personalization. This is due to that content being delivered via an IP
address, with accurate data on what programming content is being consumed in a household, on which
device, and at what time of the day.
This is a huge leap forward, giving marketers insight into their customers media habits and connecting
them with their interests ways that they could only hope for previously.

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DIGITAL MARKETING: THE RIGHT HERE, RIGHT NOW OF IT

This could be a game-changer and move us from Kids & Cabernet Mosaic profiling to Soccer & Stags
Leap.
Jessica Jensen, Head of Marketing at Facebook, is seeing advancements along other channels as well.
People-based marketing across devices and platforms will emerge as the leading solution, and will allow
marketers to do sequential storytelling across media with REAL measurement in a way they have never
done before. Also, messaging apps are taking over a huge part of our lives and they are the ultimate
personal communications and marketing channel. Its exciting!

New challenges
However, with new advancements and opportunities come equally large challenges. Its not enough for
marketers to simply be looking for quick wins, keeping an eye out for potential bumps in the road and
limiting factors is just as crucial.
Nancy Lee, Vice-President of Marketing at Intuit, raises her top concerns:
Ad blocking may limit our capability to reach prospects, while privacy restrictions on data collection and
sharing may impact our targeting ability.
Both have been much-touted as the most imminent threats to the way marketers are currently doing their
jobs. Legislation in Europe and Canada has completely revamped the way companies their share data
and do email marketing, for example. While the ad-block apocalypse or a wave of legislation hasnt hit
yet, flexibility is an absolutely necessary part of any strategy moving forward.

A revolution in segmentation and targeting

However, no matter what new advances we face, the fundamentals of marketing hold true. Eric Rasmussen,
Vice-President of Consumer Insights at GroupOn summarizes it eloquently:
I think it all goes back to really knowing your customer and understanding the intersection of what you
can offer and what they want - then delivering that in the best possible way. I think segmentation is the
key ingredient to personalization and targeting.
No matter the new technologies and channels marketers have at their disposal, the goal is the same:
Understand the customer, figure out who wants what, and give it to them.

Marketers are an optimistic bunch...

When its your job to make customers excited and engaged on behalf of your brand, its hard not to let
that positive, blue-sky outlook seep into your thinking elsewhere. Im guessing thats why marketers often
have such a rosy outlook on the future of their marketing capabilities.

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DIGITAL MARKETING: THE RIGHT HERE, RIGHT NOW OF IT

Not that the future isnt bright, just that we probably need sunglasses, not welding goggles. We asked
the speakers from Incite Summit: West: What expectations do marketers (or others) currently hold for
the future of digital marketing that you believe are overblown or unrealistic? Heres what they said.

New channels arent the be-all-end-all of your marketing

We love to chase shiny objects, and its no wonder. Theres no bigger temptation than the one to start
fresh on a new platform and suddenly, easily lead the pack. Your brand could suddenly stand tall on
Periscope or Peach, the brands you admire rushing to your door to learn your secrets, and all that hard,
unrewarding marketing youre doing elsewhere can be dropped and forgotten. Well, unfortunately, its
not that easy. Heres Andrew Strolin, Vice-President, Marketing at Natures Bakery:
The expectation of, If we use it, they will come, in reference to consumers and the ever-growing digital
landscape. Too often, we believe that by being present in the newest, hippest, platforms, consumers will
like us and want to hear what we have to say.
But, sadly, having a website, newsletter, paid advertising, using all the in social channels, etc. by
themselves does not mean consumers find it valuable, pertinent to them, or in-line with their perceptions
of the brand.
It is our responsibility as marketers to do the research and meet them where they are most likely to
not just hear the brand, but listen. And to do it in a way that makes our message resonates with them,
personally and authentically, where they have a reason to care.
Just because a new or old marketing channel exists, doesnt mean we need to be in it. Our customers
are intelligent and mindful of the brands they select to be a part of their lives, we should do the same
and be thoughtful on how we reach out to them.

One-to-one personalization isnt a one-size-fits-all solution

Imagine: youre able to give every customer the experience and messages they so dearly crave. Thats
marketing Nirvana, more or less. Some marketers are even able to do it right now. Bankrupting your
budget to get there, though? Thats less enlightened.
Jessica Jensen, Head of Marketing, Facebook:
Full personalization of campaigns can be quite expensive and time consuming for marketers, so I think
well get better at deeper personalization. Full 1:1 marketing is costly and hard to manage, so I think we
have to be realistic. I also think people are rightly excited about VR, and it will be an important consumer
experience in the near term, but it will take us many years to get to sort out the marketing experiences
therein.

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DIGITAL MARKETING: THE RIGHT HERE, RIGHT NOW OF IT

Data isnt magic

Our ability to analyze customer information and make business-relevant conclusions is, frankly, staggering.
Im not going to downplay how revolutionary it for marketing and for business as a whole. However, its
not a cure-all. There are still plenty of limitations, and it requires just as much focus as every other part
of the marketing machine.
Nancy Lee, Vice-President of Marketing at Intuit, says that, We still havent cracked multi-channel
attribution, despite our efforts over the last few years.
Eric Rasmussen, Vice-President, Consumer Insights at GroupOn:
Data analysis is important, but people need to understand that it is one of many important inputs. Too
many quantoids embrace this as the end-all, and they miss half of the picture.

The journey doesnt end at purchase

Digital gives us real power over the customer journey, but with great power comes a lot more stuff we
have to do. We have to keep striving to win over customer both before and after they buy.
Ryan Lauder Director, Consumer Engagement at TaylorMade:
Digitals greatest benefit isnt during the pre-purchase journey. Marketers need realize the role of
digital in post-purchase experiences, and add touchpoints throughout to help customers become brand
advocates. Think less about improving your CTRs by 0.5% and more about your NPS (Net Promoter
Scores).
Domenico DAmbrosio, Vice-President, National Channel Operations at Verizon:
Some marketers are saying that Retail is dead. I believe that discussion is completely overblown. Even
though were more digital beings, I believe a lot of marketers are undervaluing the importance of face-toface contactnot only from a sales standpoint, but from an experience standpoint. Digital will continue
to enhance the retail experience, but by no means is it even close to dying.

Digital isnt everything

Its not an opinion you hear a lot, but JP tempers the enthusiasm for digital in the marketing space with
some much-needed perspective.
JP Kuehlwein, Partner at Ueber-Brands and co-author of Rethinking Prestige Branding - Secrets of the
Ueber-Brands:
I think that some marketers lose sight of the fact that their brands long term success depends a lot on
the meaning they are able to imbue their propositions with - beyond the material or process.

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DIGITAL MARKETING: THE RIGHT HERE, RIGHT NOW OF IT

There is a run for all talent, experts, agencies, conferences digital and a belief that, once someone has
figured digital marketing out, they will dominate the world. But the digital delivery is only the (second)
half of the picture. Look at those who have arrived or even started in the digital world - from Amazon
and AirBnB to Etsy and Warby Parker. What do they do now? They add brick-and-mortar shopping
experiences, find their services to be as much about making memories and providing meaning as they
are about being economical and efficient solutions. Dont overestimate what technology (alone) can do
for your marketing. Meaning and some myth-making are essential.
Theres no shortage of great marketing out there to admire, from brands both big and small. To learn
whats invigorating the marketers at companies we already want to emulate, we asked them: What
companies and campaigns have inspired you to do better digital marketing?

Acknowledging the leaders

There are some campaigns that have made such an impact that theyve done more than inspire marketers.
Theyve left their mark on our culture, and completely shifted customer expectations for what marketing
and advertising can and should do.
Andrew Strolin, Vice-President, Marketing, Natures Bakery: Were always keeping an eye out for how
and where brands interact with consumers. I wouldnt say we follow any brands in particular, but rather
the industry as a whole.
Brands that do come to mind that weve watched and enjoy are Geico, Old Spice, Snickers and Dollar
Shave Club that use humor to activate. We think Dove and Coca Colas campaigns have been brilliant.
In general, theyve done an amazing job capturing the human element and skillfully blending it into a
message or call to action that resonates with the average person.
Their work gives us insights on how we can potentially see ourselves interacting with customers as we
increase sophistication of our marketing, and look toward developing future campaigns.

Industry mainstays
However, I find some of the highest overall-quality marketing isnt necessarily a part of the biggest
campaigns. It comes from the hard work and consistency behind brands that are really in control of their
industry.
Nancy Lee, Vice-President of Marketing, Intuit: It feels like retailers have done the best job of leveraging
data to provide relevant experiences for prospects and customers. Amazon and Walmart.com are huge,
and LinkedIn is also doing a nice job of this.
And some of the most interesting experiments are coming from digital-first companies, unsurprisingly.
Jessica Jensen, Head of Marketing, Facebook: In our B2B ads space, Adobe does very high-quality,
engaging digital marketing that I admire. The Hotels.com silent video work last year was brilliant

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DIGITAL MARKETING: THE RIGHT HERE, RIGHT NOW OF IT

matching their message and delivery to the medium of Facebook and killing it. And the FB Friends Day
personalized videos were just awesome. It was a gift from the company to people around the world. It
made me proud.
Yet, the true key to resonating with customers comes down to having a great digital experience that lines
up with the in-store experience.
Domenico DAmbrosio, Vice-President, National Channel Operations, Verizon
A few that come to my mind is the phenomenal experience that both Starbucks, Disney and Southwest
Airlines have created for their customers.
Its a perfect example of how, when you get both the in-store experience right and then build a
complimentary mobile/digital platform that really enhances and acts as an extension of the in-store
experience, those customers become more loyal to the brand. Plus, who doesnt like skipping the line in
Starbucks in morning thanks to an app?

Marketing with meaning

There is an undeniable magic to combining a genuine cause and brand purpose with every step of the
customer journey.
JP Kuehlwein, Partner at Ueber-Brands and co-author of Rethinking Prestige Branding - Secrets of the
Ueber-Brands:
I love how some purpose-driven brands like Patagonia are leveraging an ever-richer portfolio of digital
and media platforms, and integrating with them more smoothly to tell a holistic and emotional story
about their brand. Consumers can access Patagonia from multiple angles - on their own terms - but
the total Gestalt of the brand is always consistent, and the experiences provided build on each other.
I might simply be shopping on the Patagonia e-store. Or the rich community-generated stories we
wear on the Worn Wear blog might have pulled me in. Their Common Thread micro-site provides
in-depth tracking and reporting on the sourcing and carbon footprint of their items, which activistinfluencers might seek out, or consumers might come across by researching those items, scanning a QR
code in a Patagonia print ad, catalogue or in-store.
Customers discover Patagonias responsible approach to manufacturing, their rich and meaningful
heritage, and the activism behind their brand. With each experience, they feel more like theyre
contributing to one of the many Patagonia sponsored causes rather than simply buying an item.

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DIGITAL MARKETING: THE RIGHT HERE, RIGHT NOW OF IT

The funnel is dead

And for a final word, heres a great summary from Ryan Lauder on how to approach your marketing
strategy in a new, and not-so-new, landscape.
Ryan Lauder, Director, Consumer Engagement, Taylormade: Theres no such thing as digital marketing.
Its just marketing. Any company who realizes this and lives this ethos through their campaigns will inspire
their people and agency partners to become truly effective marketers. The funnel is dead. Just figure out
how to turn your purchasers into advocates.

Interested in learning from Andrew, Ryan, Nancy, Jessica, Eric, Domenico, and JP in person? Be sure
to check out Incite Summit: West in San Francisco, May 17th and 18th. You can learn more here:
www.incite-group.com/west

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WEST

May 1718, 2016

Hotel Kabuki, San Francisco, California

One-to-One Marketing:
The revolution in segmentation, targeting
and personalization
THE USAS PREMIER BRAND-FOCUSED MARKETING CONFERENCE

1 U nderstand Customers
Better Through Data:
Deliver seamless, marketing
experiences power by
better insight

2 B eyond Personas and

Demographics to See
Individuals: Synthesize many

different customer datasets

to build a unique customer view

3 Deliver Personalized,
Unique Marketing: Precise,

relevant and engaging marketing

to your core market

YOULL LEARN FROM THESE BRAND LEADERS:

Athleta
Elizabeth Charles

Chief Marketing Officer

VMWare
Robin Matlock

Chief Marketing Officer

Mattel
Lori Pantel

Vice-President of Marketing

NVidia
Maria Surricchio

Vice-President of Marketing

Square
Karen Martell

Head of Local Marketing

Facebook
Jessica Jensen

Head of Global Marketing Communications

Read on for Speakers, Agenda and

Special Discount inside!

Other brands speaking include:

More at:

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