LET’S FIRST TAKE A LOOK AT THE GENERAL STANDARD OF MARKETING OPERATIONS
ESSENTIALS OF MARKETING OPERATIONS
1
OPENING & CLOSING
Complex and sometimes manual procedures in order to maintain an operational daily marketing ecosystem with no negative disruption.
The employees are trained on tasks to ensure smooth processes.
2
EXTERNAL & INTERNAL CONTROL
Aligning sometimes 2 full set of teams to carry out operations on the external and the internal marketing. The employees here are trained to coordinate with third party companies such as agencies to fulfil all necessary requirements.
The employees go through all the work, little automation in operations is shown here.
3
OVERLOAD PREVENTION
Monitoring customer actions and retention to safeguard the brand essence in real time is key.
Employees in an environment like this would be the control model for either success or failure, if the employees aren’t comfortable, your brand looses.
4
RETENTION OF CLIENTS
Probably the hardest thing on the list. Although getting clients through the front door is fairly hard, keeping them as your customers in general is even harder.
With digital tracking, we will not only be able to understand our customers more, but have a deeper understanding as to what they might need in the future.
OPERATIONAL ONLINE PRESENCE
The more data a company has about a particular user, the more targeted its advertisement can be, and the less an advertiser will pay to post their ad.
This logic has driven a culture of ever more invasive data extraction and retention; from companies implementing real-name policies, to period-tracking apps that store and utilize sensitive information to increase company revenue.
THE HIERARCHY OF CONSUMER NEEDS FOR ME2B
THERE ARE 2 KEY COMPONENTS TO LOOK AT WHEN CREATING A ROADMAP TOWARDS
THE ME2B SHIFT
INFORMATION GATEWAY
DIGITAL IDENTIFICATION
PROTECTION & INSURANCE
PERSONAL CLOUD
Personal Information Economy or “PIE”
because we are in the midst of a fundamental shift in the way our economy works which is driven increasingly by personal data: not just data collected and used by organizations but also by individuals. This is driving the emergence of a new class of services
PERSONAL INFORMATION MANAGEMENT SERVICES OR “PIMS”
WHICH PROVIDES 2 ESSENTIAL CHANGES:
Unleashes new dimensions of consumer value by the data continuously being aggregated. They become their own channel, diverting consumer time, attention and information away from other channels, just as ‘digital’ has diverted time and attention away from traditional advertising channels such as press and TV.
Me2B
is the connecting tissue between PIMS and the PIE. It’s the operating model organizations increasingly have to adopt and adapt to as the PIE evolves. It is enabled by a shift in the underlying flows of information that define our society from mainly ‘top down’ to mainly peer to peer and bottom up. As it’s driven by advancing information technologies (including plummeting costs of information storage, processing and transmission), it’s pretty much inevitable and unavoidable.
HERE’S A SOFT COMPARISON OF THE TWO
FLOW OF INFORMATION
DONE TO A CONSUMER OR DONE WITH A CONSUMER?
DATA MANAGEMENT
DATA ASSETS
The rise of Me2B doesn’t mean the end of traditional B2C businesses. We still need companies that make stuff and sell it. It only means big changes in how they operate: their operating model, and how they collect or target the consumers may vary.
