{"id":3863,"date":"2018-09-24T07:19:10","date_gmt":"2018-09-24T12:19:10","guid":{"rendered":"http:\/\/flevy.com\/blog\/?p=3863"},"modified":"2020-12-19T20:58:36","modified_gmt":"2020-12-20T01:58:36","slug":"marketing-2-0-how-to-build-on-demand-marketing-capabilities","status":"publish","type":"post","link":"https:\/\/flevy.com\/blog\/marketing-2-0-how-to-build-on-demand-marketing-capabilities\/","title":{"rendered":"Marketing 2.0: How to Build On-demand Marketing Capabilities"},"content":{"rendered":"

\"DigitalThe Digital Era has brought on critical challenges for companies to meet new consumer demands for marketing. \u00a0Digital Marketing is undergoing transformation<\/a> at an astounding rate.\u00a0 There is a radical shift towards \u201con-demand\u201d marketing, where marketing is becoming consistent, pertinent, and receptive to customers\u2019 demands, delivering heightened experiences literally anywhere with ease of access along the consumer decision journey.<\/p>\n

On-demand Marketing<\/a> is being driven by the constant growth of technology and consumer expectations.\u00a0 Today, product information is available to everyone instantly through efficient search engines; social media inspires consumers to communicate and appraise their user experiences; and mobile devices provide the digital environment a ubiquitous element.\u00a0 In On-demand Marketing, consumers assess brands by their proficiency to judge expected growth in consumer demand and deliver improved experiences.\u00a0 These experiences are \u201cever-present\u201d interactions that offer high value and are radically customized and easy to access across the entire consumer decision journey.<\/p>\n

The war to provide heightened consumer experiences between brands is sure to get even more intensified with time.\u00a0 To prepare for the future and to cope with consumers\u2019 on-demand challenges, marketers will have to keep themselves abreast with customers search habits, continually improve their search positioning, employ innovative methods to positively influence consumer experiences, and utilize sophisticated tools to gather the right data across the Consumer Decision Journey<\/a>.<\/p>\n

Likewise, companies will be needed to integrate people of various departments to understand consumer decision journeys driven by their positive experiences, line up the senior leadership around a well-defined data strategy, and revisit the delivery processes related to every customer touch point.\u00a0 This aids in a deep-down analysis of Consumers\u2019 Decision Journeys and designing Customer Experiences<\/a> that match the consumer\u2019s demands.<\/p>\n

With the evolving digital technologies, consumer demand will potentially grow in\u00a04 areas:<\/p>\n

    \n
  1. Omnipresent Interaction – 24\/7 <\/strong><\/li>\n
  2. Ability to do new stuff with the ever-increasing data pools<\/strong><\/li>\n
  3. Accurate usage of consumers\u2019 data to fulfill their needs <\/strong><\/li>\n
  4. Ease of use <\/strong><\/li>\n<\/ol>\n

    \"4<\/a><\/p>\n

    1. Ominipresent Interaction – 24\/7<\/h2>\n

    The consumers today require omnipresent, always-on, and prompt interaction.\u00a0 Marketers are getting cognizant of this, and are developing more personalized services for the customer.\u00a0 The newer digital technologies will help further integrate data on all interactions a consumer has across the decision journey.\u00a0 This is the essence of Omnichannel Marketing<\/a>.<\/p>\n

    2. Ability to Do New Stuff with the Ever-increasing Data Pools<\/h2>\n

    With the huge and multiplying reserves of data, the consumers will need to do amazing new stuff in new ways to generate value.\u00a0 Today\u2019s digital ecosystem is able to economically integrate unique sets of information for various new disciplines.\u00a0 The current pace of technological advancement would make digital interaction an exceptional experience.\u00a0 It is time businesses foresee future consumer interface and interaction requirements, and revisit their offerings.<\/p>\n

    3. Accurate Usage of Consumers’ Data to\u00a0Fulfill Their Needs<\/h2>\n

    Latest mobile apps help perceive how a product\u2014e.g., cloth or eye wear\u2014will actually look like on a particular customer.\u00a0 In future, the demand for more personalized apps will grow drastically.\u00a0 Through each of their interactions, the consumers create new data logs that add to their existing digital description, helping in perfecting their potential impact.\u00a0 Consumers are eager to provide more data provided it is used to offer helpful feedback, deals, and services.<\/p>\n

    4. Ease of Use<\/h2>\n

    Consumers always prefer to choose quick and simple interactions over complex digital interactions.\u00a0 Many organizations have started approaches to streamline their processes and make customer experiences more engaging.\u00a0 Evolving technologies will surely help redesign and simplify disjointed customer interactions and experiences.<\/p>\n

    To influence consumer experiences, organizations should work on restructuring the marketing function to foster collaboration across departments and start building on-demand marketing capabilities sooner than later to reap benefits in the long term.\u00a0 To build On-demand Marketing capabilities, companies will need coordinated efforts across the board to shine at 3 levels:<\/p>\n

      \n
    1. Create Interactions across the Consumer Decision Journey<\/li>\n
    2. Make Data and Discovery a Continuous Cycle<\/li>\n
    3. Deliver New Skills and Processes<\/li>\n<\/ol>\n

      \"Approach<\/a><\/p>\n

       <\/p>\n

      Interested in gaining more understanding on how to build On-demand Marketing Capabilities<\/a>?\u00a0 You can learn more and download an editable\u00a0PowerPoint about Building On-demand Marketing Capabilities\u00a0<\/strong>here<\/a>\u00a0on the Flevy documents marketplace.<\/p>\n

      Do You Find Value in This Framework?<\/h2>\n

      You can download in-depth presentations on this and hundreds of similar business frameworks from the FlevyPro Library<\/a>. FlevyPro<\/a> is trusted and utilized by 1000s of management consultants and corporate executives. Here’s what some have to say:<\/p>\n

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      “As a small business owner, the resource material available from FlevyPro has proven to be invaluable. The ability to search for material on demand based our project events and client requirements was great for me and proved very beneficial to my clients. Importantly, being able to easily edit and tailor the material for specific purposes helped us to make presentations, knowledge sharing, and toolkit development, which formed part of the overall program collateral. While FlevyPro contains resource material that any consultancy, project or delivery firm must have, it is an essential part of a small firm or independent consultant’s toolbox.”<\/p>\n

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      “FlevyPro has been a brilliant resource for me, as an independent growth consultant, to access a vast knowledge bank of presentations to support my work with clients. In terms of RoI, the value I received from the very first presentation I downloaded paid for my subscription many times over! The quality of the decks available allows me to punch way above my weight \u2013 it’s like having the resources of a Big 4 consultancy at your fingertips at a microscopic fraction of the overhead.”<\/p>\n

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      “Several times a month, I browse FlevyPro for presentations relevant to the job challenge I have (I am a consultant). When the subject requires it, I explore further and buy from the Flevy Marketplace. On all occasions, I read them, analyze them. I take the most relevant and applicable ideas for my work; and, of course, all this translates to my and my clients’ benefits.”<\/p>\n

      \u2013 Omar Hern\u00e1n Montes Parra, CEO at Quantum SFE<\/p>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"

      The Digital Era has brought on critical challenges for companies to meet new consumer demands for marketing. \u00a0Digital Marketing is undergoing transformation at an astounding rate.\u00a0 There is a radical shift towards \u201con-demand\u201d marketing, where marketing is becoming consistent, pertinent, and receptive to customers\u2019 demands, delivering heightened experiences literally anywhere with ease of access along… Marketing 2.0: How to Build On-demand Marketing Capabilities<\/span><\/a><\/p>\n","protected":false},"author":110,"featured_media":3869,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","footnotes":""},"categories":[81],"tags":[179,840,1034,917,1284,1283],"class_list":["post-3863","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-customer-decision-journey","tag-customer-experience","tag-digital-marketing","tag-digital-transformation","tag-omnichannel","tag-on-demand-marketing"],"_links":{"self":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/3863","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/users\/110"}],"replies":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/comments?post=3863"}],"version-history":[{"count":9,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/3863\/revisions"}],"predecessor-version":[{"id":7949,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/3863\/revisions\/7949"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/media\/3869"}],"wp:attachment":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/media?parent=3863"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/categories?post=3863"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/tags?post=3863"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}