营销新规则

Growth hacking to platform innovation, social influencers and exponential impact,marketing has fundamentally changed in mindset, activities, priority and impact.Peter Fiskdescribes the 7 challenges, or opportunities for marketing success. Markets have fundamentally changed. A new generation of businesses (new technologies, new business models, newleadership) is emerging to address a new generation of customers (new audiences, newgeographies, new aspirations). Marketing exists to connect businesses and customers, inrelevant and profitable ways. A new approach to marketing is therefore required. Some of the new approaches, andmaybe the language, will be familiar. But not all, and not joined up as a fundamentalapproach to driving business performance. Together, some call it Marketing 4.0 orExponential Marketing, but whichever labels you apply, it involves a seismic shift inphilosophy and practice. It fundamentally challenges every marketer who still turns first to their strategic plan.And then to their advertising agency, or even their web developer. It is fundamentallydigital in mindset, but human as well as technological. It demands analytical thinking,content and networks, but also vision and creativity. It requires new types of leaders, anda new mindset for every marketer. It is built around 7 transformations. These are the new rules of marketing: 1.Growth Hacking… Forget strategic planningthat is slow, structured and stable–instead think of strategy like a portfolio of fast and relentless experiments, seizing andshaping the best opportunities for growth. It still needs direction and choices–a visionstill matters, making sense of change, having a clarity purpose, and a defined context inwhich to hack. Strategy becomes agile and creative, outside in, big ideas and small experiments, driven by changing markets and customer aspirations, rather than fixed byyour own capabilities and products. Example:Brett Kingis an Aussie in New York City, on a mission to create the future ofbanking. He has vision, and shared it in a book called Bank 3.0. But then started to make ithappen, withMoven. His story is one of trial and error, experiments and set-backs,breakthrough and revolution. A strategic and practical hacking entrepreneur. 2.Customer Analytics… Forget mass-market segmentation, whether geographic,demographic or anything else. People are individual, and don’t want standardisedsolutions. The power of big data, connecting and interpreting, automating and exploiting–together with more qualitative and creative insights through customer immersion and“design thinking”–is used to focus, engage, customise, deliver, support, enable theright customers over time. Linking to the hack culture, is the ability to keep learning,about people, about yourself, and what works. Example:Netflixhas taken customer analytics to the extreme, using it not just to focus andpersonalise its activities, but to reinvent an industry. A lifestyle even. From the early days ofDVD by mail, and developing algorithms to learn which titles which people would like best,to the currentNetflixwith 10,000 options but selections to make it easy, to House of Cardsand other blockbusters based entirely on what big data says is the perfect show. 3.Platform Innovation… Forget innovation around a product, or even a service. Thinkstrategically about how you can shape the market, in particular the platform that engagesbuyers and sellers, suppliers and distributors. Business model innovation, channelinnovation, price innovation, then follow. Innovation is about shaping the market and allits dynamics to your advantage, whilst also personalised for each individual throughmicro-innovation–collaborative and customised solutions and experiences. Example:When we think ofTeslawe think of the cars, the beautiful carbon-free engines,powered by the sunshine. Yet Elon Musk reminds us that his mission is much more. Energysites at the heart of it, Solar City his business, that is driving everything from the GigaFactory to supply solar energy to every home, to sending SpaceX flights next stop to Mars,but most importantly making theSuperchargernetwork, the most important shaper of thefuture automotive world. 4.Brand Storytelling… Forget brands built around who you are –brand logos, slogansand ownership. People engage with brands about them, brands that reflect theiraspirations, and brands that connect them with other people who share their values andaspirations. Brand stories are living fables, encouraged by the company, but interpretedand spread by people to people. Content must be realtime and relevant, and keepmoving forwards. Encouraged but not controlled. Inspiring, human and memorable. Example:In late 2015 Bill Gates made a short video of himself standing in human faeces. Hescooped up a cup of it (to collective groans of a million people watching his blog), andpoured it intoJanicki Bioenergy's new machine, an omniprocessor, that turns poo into purewater. After a