5 Ingredients to plate your 2018 Marketing Dish like a Pro

Molecular Gastronomy should not be considered a style of cooking but a new scientific discipline” argues Professor Pete Barham, from the University of Bristol, who has worked extensively with celebrity chef Heston Blumenthal. Why?

Because it involves chemical sciences: agrochemicals are involved in the way food is produced; chemical changes occur during harvesting, packaging and transport to market, and subsequently during processing and cooking and finally, an understanding of neurochemistry when the brain reacts to the presentation and taste of the food.

“Taken to its extreme”, Barham argues, “It should be possible to quantify just how delicious a particular dish will be to a particular individual. Thus, in the future, it may be possible to serve different variations of the same dish to your dinner party guests so that each has their own uniquely enjoyable experience”.

Molecular personalization? Isn't that we want to do in marketing- create a unique customer experience.

With that thought let me list out a few in-season ingredients which will help you whip up your marketing dish make it delectable in 2018 !

Mobile at the core :
There’s no doubt mobile has become core to the digital marketing ecosystem – as a  communications channel, support and service mechanism, purchasing tool and more. But according to Forrester’s 2018 mobile predictions, marketers need to put even more emphasis on understanding how next-generation consumers are interacting with brands via these devices in the New Year. Mobile strategy goes way beyond a responsive website, even if it is designed mobile-first. The caveat of this is that the screen size for these mobile devices are tiny compared to laptops or desktops. It is much more difficult to convey all desired content into a website while still maintaining readability and clarity for such small screen sizes. Having mobile UX in mind, web designers and developers can collaborate and create products that should potentially be very clear and easy to digest in terms of their content, layout, and style

AI at the fore :
“With AI at the forefront, marketers will be better able to understand the likes and dislikes of a customer, determine what specific branded content should be served to that consumer, and track all their interactions through the customer's journey.  
“AI will also be imperative to provide customers with a seamless personalized digital experience in the future, for brands to get cut through, and for marketing to help deliver ROI.”  
Future-facing CMOs will adopt a challenger-centric approach in 2018, investing money where they see most value.

Millenials drive your purpose:
You are going to need to have a very clear brand purpose at the centre of everything to pull this off. Millennials, if they actually existed as a segment, would demand a clear and transparent brand purpose or they would simply not buy from you.
They don’t really care about ‘what’ the product is, they just care about ‘why’ you made it. That makes the millennial segment incredibly hard to market to; partly because they might go into the supermarket to buy bananas and bag of flour but come out with a unicycle and a bottle of brandy, but also because they demand a brand purpose. Who cares how your beer tastes? Why did you make it? And what are you doing about orangutans in Borneo?

Storify it through :
Can you imagine the power of a marketing department exclusively staffed with storytellers? Who needs strategy when you can weave a magical story? Does gross margin really matter when I can tell an impressive tale to explain it all away? And who wants brand managers when fairytales are an everyday aspect of operations?

Gather the advocates:
The strategy of paying a celebrity to syndicate brand content out to millions of followers has left many marketers disenchanted in the last few years. Finding the right partner who can co-create content up to brand standards can be equally difficult. Where brands should invest their time is reengaging customers who already love to talk about their products, developing new ways to build armies that feel less promotional or gamified and more rewarding, focused on building a culture of gratitude within the brand’s social community.

And there you have it, the story to unfold in 2018. Using AI to drive the millenials through a good story in their mobiles augmented by trusted advocacy. Let us check back in 2019 of how all of these shaped up!

Do Butt Clicks Count? Why Marketing is a Bad Investment

If you cannot measure it, there is no point in doing it.

Or so goes the case for measuring the return of our investment, whether in dollars or time, for any given marketing activity. It is good actually. Technology has been an enabler for marketing to drill down to the microscopic level of marketing. However, the focus on a granular level has taken away the vision to the bigger picture. Why?

Because, we’re evolved!

What’s the ROI of the flight delayed for a son to see a dying mother?
What’s the ROI of a smiling usher in the restaurant?

May seem a complicated question to ask. But, an employee smiling at a customer doesn’t cost anything. The customer experience has so many possible touch points today that it almost seems impossible to measure a true financial ROI.

ROI’s roots are in evaluating one-time capital projects. “But is marketing a one-time capital project?” Clearly not! ROI is a useful starting point for sizing up any investment. Remember that ROI is a historical measure, meaning it calculates all the past returns. The point is that an investment can do very well in the past and still falter in the future.

"When we work on making our devices accessible by the blind," he said, "I don't consider the bloody ROI."Tim Cook

If marketing’s mandate is to maximize ROI, there is every incentive to never do anything new at all.

Marketing is a science of uncertainty and an art of probability :

ROI by itself says nothing about the likelihood that expected returns and costs will appear as predicted. Neither does it say anything about the risk of an investment. ROI simply shows how returns compare to costs if the action or investment brings the expected results. Therefore, a good marketing investment analysis should also measure the probabilities of different ROI outcomes. It is important to consider both the ROI magnitude and the risks that go with it.

The Citizen Brand :

Headline Findings in a recent 2017 study includes the damning facts that people wouldn’t care if 74% of the brands they use just disappeared and that 60% of the content created by the world’s leading 1,500 brands is “just clutter” that has little impact on their lives (or business results). Instead of customers, propositions and activation, brands need to embrace the new three P's of marketing: people, purpose and participation. This is the future of marketing. This is the ‘Citizen Brand’.

Are we prepared for the world beyond ROI?

The pursuit of a perfect ROI calculation will exhaust the very resources that are supposed to deliver ROI.
We have uncertainty all around the plate, probability is the new ingredient and AI seems to be the sauce that will perfect the taste! The development and testing of new attribution models that move away from last touch and toward more comprehensive assessments, which includes multiple futures, will be the way forward. These models will eventually impact how marketers measure ROI and plan campaigns. New AI-powered algorithms will be tested to determine entirely new ways to create meaningful experiences and then define and measure the REAL ROI.

 “Even though you are on the right track, you’ll get run over if you just sit there”. Will Rogers.

What are the multiple futures that could turn a marketing plan upside down? 

Five new changes to Google Analytics

Digital Analytics is becoming more and more core to a business’ strategy. Without a good Digital Analytics team and implementation in place, a business cannot measure its performance, set KPIs, test new functionality and spot opportunities for new product development.
Google Analytics is the first port of call for most people – but there have been several challenges while docking the ship here!
The most common ones have been Data sampling – when looking at segmented data and longer time frames, Google Analytics samples the data to ensure the speed of the interface. This causes issues because the business want to see the raw numbers.
Besides, Limited dashboards – the dashboards can be effective if kept simple, but most of the time you cannot do what you want to do. No customisation is possible and you can only add 12 reports to the dashboard.
The new GA Dashboard tries to address these issues with a more modern UI and we are loving it!

Why these new changes?
The improved contextual abilities in the GA dashboard open the door for analytics to help companies create knowledge capital — the intangible assets that accrue from deeper insights and better decision-making.
For Industries such as retail that are facing a data upheaval, managing of knowledge capital is an essential strategic task, the only route through which this is possible is data aggregation.
Google seems to have already thought this through and tries to retain all the features users cherish while making the metrics — and the insights they yield — easier to understand as ever more complex analytics are introduced.

What are these exactly?

User Customized Interface:
Users are greeted by a curated set of report views called snippets. Each report snippet will be preceded by a question that frames the data in the report, such as “When do your visitors arrive?” or “Where do your visitors come from?” Users can hover their cursors to drill down for more detail on single data points or drill into the relevant report using the links embedded in each snippet.
Google introduced a redesigned mobile app that provided better at-a-glance insights for users who wanted highlights without having to view the complete report via laptop.The app is already a rockstar with a million downloads.
Graduate Hat:
In most sections of the new Google Analytics layout, you’ll see a little graduate’s hat. You can use these to learn more about how to interpret the data you find throughout Google Analytics
 Everything has moved to the left! Say goodbye to the navigation at the top; Home, Reporting, Customisation and Admin have all been relocated. Admin has been relocated to the bottom of the side navigation.
Why? Because this is more convenient, mak
ing it easier navigating to settings and back to reports. No more waiting for Google Analytics to reload, the reports are always waiting for you to the left of the page – meaning you don’t have to go into the reports view!
Date Ranges:
There’s some customization involved, too — users with goals or e-commerce will see a different home page than those without, for example. The various widgets (for lack of a better term) on
If you ever find yourself working with the same data range on a regular basis, but when you login to Google Analytics this date range has been set back to the default, you will be glad to know that there is now an option to change this date range by default. The new home page will also offer date filters like “last 7 days” and “last 30 days” — no need to dive into the various reports for those views.

The impact on businesses
In this era of digitized brand and business interactions, when insights can seem disjointed, Google knows that data aggregation represents the vital first step toward creating the kinds of Predictive, Descriptive and Prescriptive models that will help devise a more holistic data science strategy.

Looking at Google’s record-card ,we can confidently predict more prediction. Come what may, only time will tell what we'll tell of time to come!