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The Importance of Being Market Oriented | RocketMill - YouTube
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I'm going to talk today about the
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importance of being market oriented what
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we're going to go through is what is
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being market oriented which actually
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means
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how do you get there the challenges you
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might face along the way your role as a
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marketer your very important role as a
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marketer in this challenge and then just
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talk through the winners and the losers
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who have been in this space so what is
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market oriented well there's a really
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nice quote from Peter Drucker marketing
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is not only much broader than selling it
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is not a specialized activity at all it
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is the whole business seen from the
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point of view of its final result that
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is from the customer's point of view now
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Peter Drucker isn't actually a marketer
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he was either serious from a management
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point of view there is really nice but
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he saw this at the end of 20th century
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as a really key point with businesses so
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where is in the kind of end of the last
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century everyone was very product
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oriented or sales oriented actually this
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was seen as a new way of looking at
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things and flipping it round to think
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from what how does the customer see what
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is the customers point of view about our
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products and to do this it's really
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about seeing it from the eyes of the
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consumer and thinking what do they think
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about our products what they know knows
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who your customer is what do they want
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what do they think and how are they
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spending their time as well really
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getting under the bonnet of that Seth
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Godin as well don't find customers for
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your products find products for your
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customers so making sure that everyone
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in the organization has got that
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customer focus that is the essential
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element of being market orientated so
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everyone in the business and thinking
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about this with your client everyone has
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got a really clear focus on who the
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ultimate customer is and how they're
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actually best placed to get to them
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so how do you get there so Marc Ritson
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explains this really nicely in terms of
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our first approach as marketers to being
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truly market orientated and he talks
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about the humility of marketing which I
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absolutely love as the start of the way
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that you market something now he has a
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theory and I completely agree with this
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that when you work as a marketer you
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actually lose your sense as a customer
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you actually don't have to write anymore
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to think I'm a hundred percent a
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customer because you're always going to
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have a bias even if you are actually in
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the target market you're going to have a
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bias about things that they do you're
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going to have you're going
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an understanding that most customers
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won't have so we need to know as
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marketers that we know nothing at the
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start of the process we need to think
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it's a blank canvas and the greatest
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marketers will start there and know that
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they've got to fill in the gap so how do
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you do that you need to start thinking
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about the who the where the why the what
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when exactly all of those things you
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need to dispel the myths of I've been in
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the industry long enough to know who my
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customers are you need to completely
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dispel the idea that I can assume my
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customers think this way the amount of
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times I have to stop myself a lot of the
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times when I was starting to get client
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briefs and I know that some of you guys
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do as well in terms of when it is a
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product that you have quite a lot of
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affinity with your immediate thought is
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well I'm that customer I know I know
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what they're going to like I know the
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effort they're going to like we don't
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none of us do so it's really important
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to think from the blank canvas how do we
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get there how do you do that so over tea
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tree research research research and more
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research obviously there's quantitative
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qualitative I've put ethnography up
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there as well and I think it's really
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interesting like way of researching from
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a traditional point of view this is
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really getting into the culture of
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something so if you think about Scion 4c
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and gorillas in the mist it's really
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just getting into the understanding of
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how people are living and breathing and
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what they're doing if I translate that
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to what people would do in retail it
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could actually be that you go out and
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actually spend time and just work
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alongside the people that are in your
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stores just to find out exactly what
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they're doing how they're actually
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interacting with them products in your
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stores the other thing is taking away
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the idea in the notion that potentially
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the most senior people in the client
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base will be the ones that know your
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customer best sometimes the person that
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actually is the leader will be the least
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connected with the people that are
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actually your customers so you need to
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think about this and it's not usually
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the CEO who are they
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although usually the people that are
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actually on the ground the ones that are
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actually listening to what the customers
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are saying it's really important to
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connect those two things so one of the
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easiest ways to actually get research is
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really just to talk to the customer
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service team and find out what the
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customer is actually asking for what are
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the things they're being challenged with
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what the things they're complaining
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about from that you're going to get a
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really really good understanding of who
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the customer base is another way to
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approach it to be market oriented is
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ready to think about embedding that test
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and learn culture within your
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organization one of the main problems I
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think and why research gets such a bad
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press is because when a new concept
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comes up and a new brief it's a huge
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huge task to actually find the research
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for those customers against that brief
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now the reason for that is because the
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company hasn't got that test and learn
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culture and is not constantly thinking
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what are our customers thinking and
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knowing it means you're starting from
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the beginning every time so try to get
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that within your organization or you
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know when you're talking to your clients
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think how can we get you know on-site
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user polls how can we get this just
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embedded so it always gaining data from
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the customers some of the challenges
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that people might face around this time
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first of all people don't put enough
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time into the research phase and when
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they're starting off with any creative
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compare any campaigns at all in
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marketing people around the business
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will think that it will take too much
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time to really understand the customer
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and get that customer focus if you think
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about the amount of time that it takes
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to get that up front and then think how
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much time it takes to actually reverse a
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product once you've launched it because
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you haven't understood the customer I
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think then you start to understand how
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important it is to put that timing at
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the beginning budget this is another one
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for research it's the way that you know
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clients will automatically think we
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haven't got enough budget for that
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research we've already got some dusty
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old personas we're going to bring them
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out and we're going to use them for this
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product even though it's slightly
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different it always amazes me that this
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is the response that there's no budget
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to actually understand who your audience
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is when there's going to be probably a
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hundred thousand just in terms of
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creating the creative concept in to some
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of the agencies so you know look at the
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overall marketing budget and think from
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a rational point of view take some of
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that out so that you can do that
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research upfront and really know your
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customer assumptions as well so this
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again is people thinking that they
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already know who that customer is I
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mentioned dusty personas before I've
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seen this many times where I've gone to
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work with new clients and they'll say oh
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yeah we know who our customers are we've
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got some personas when were these
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personas don't know they were done two
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years ago and I'm sure that those people
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are exactly the same as they were two
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years ago we'll know then all people
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change the products change you could
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have kind of really spell those myths
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and fear as well I think this is one of
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the biggest reasons that people don't
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really get into
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mindset of the consumer I mean this is a
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really scary place right you don't know
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what that consumers going to say the
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consumer could come back and say well
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I'm not actually really in agreement
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with that product that you've come out
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with and you spent a lot of time you
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know researching and innovating around
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it might be that there's so much data
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out there now that you can't even start
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thinking about how you start segmenting
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it and understanding exactly who that
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audience is based on the data it's time
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it's us as marketers we need to kind of
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dispel the idea that there is the fear
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the more information that we have the
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more knowledge we'll have to make sure
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that it's a really really solid
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marketing campaign our role as marketers
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within this and it's a really important
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role within clients it's only the
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marketing team that we marketing
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orientate oriented usually so we really
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have to be the educators we have to
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educate all teams on who the customer is
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and make it a really clear focus I put
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their provider clear customer identity
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as well some of the audience segments
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that you'll see are quite ambiguous they
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don't really describe who the customer
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is now if you imagine a company with
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over a hundred people through the
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Chinese whispers effect if you have
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maybe actually a really ambiguous
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customer name and then by the time it
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gets to the hundredth person it's not
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actually going to make any sense think
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about that when you're coming up with
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ideas of who that customer is and you've
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kind of got that final persona think of
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something really really rational that's
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going to mean sense to everybody in the
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organization I've just put some winners
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and losers Sam's already alluded it
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already and we've all seen it I think
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most people have seen this the
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McDonald's so this was one of the recent
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adverts from McDonald's and they went
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out with obviously kind of their usual
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products are actually from product point
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of view nothing really a changed but
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they went down the point of view of
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going for the brand purposed approach to
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marketing now the problem with this is
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they didn't understand what their
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customers would want because they went
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out there was a huge backlash and
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they've had to actually reverse that
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marketing campaign being out so the
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amount of money that went into that
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marketing campaign and the creative and
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they've literally had to pull it
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obviously quite an extreme but that can
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happen in every part for launches the
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other one that I just wanted to run
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point out was M&S we've seen over recent
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years MLS has lost its identity hasn't
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really known who's its customer in its
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actually gone so wide marketing but it
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hasn't really honed in and on
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and what the customer really wants from
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them and that's why they've had a big
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shift recently in the last year to get
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new agencies in so that they can really
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get a different set of them a really
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clear audience segmentation the winners
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this probably won't surprise anyone so
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Amazon we seek to become a smooth
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customer centric company so Jeff Bezos
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the CEO of Amazon it I think it's kind
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of fabled and it's like urban legend now
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but it's true that he conferences and at
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board meetings he actually leaves a
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chair empty and the point of that chair
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is that chair is for the customer
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because the most important voice in any
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room in Amazon's meetings is the voice
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of the customer so they go to that
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extent to say that the customer is the
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focus and that's inherent around every
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part of the organization at Amazon the
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other company does it really really well
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and they've won loads of awards in the
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last few years in terms of being market
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oriented is Audi
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Micron's they're only a company that
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understands its customers can achieve
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lasting success with its brand and
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products really clear focus everyone
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really understands who the final
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customer is that they're trying to
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market to and I think it's really clear
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from all of the messaging all of the
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campaign's that actually run throughout
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as well so that's it my key takeaways
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are and the importance of being market
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oriented so thinking in the ayat from
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the eye to the consumer understanding
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the humility of marketing so for others
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marketers it's really important to get
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rid of any assumptions get rid of any
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ideas and pre assertions in terms of who
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the customer is we're able to actually
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do the research and because we're good
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marketers were able to actually find the
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connections that are going to segment
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those audiences but we don't know what
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they are at the beginning the power of
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knowing your customer what that can give
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you it get wealth it can give you
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efficiency it can make sure that all
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your campaigns are targeted in the right
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way some of the challenges you might
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face and offices are knowing how to
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overcome those challenges and yet your
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important role as a marketer in this to
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make sure that everyone is customer
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focused and we're seeing it from the
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eyes of that customer that's it thank
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you
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you
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