As a Reflection by (Insert your name)
WERE ALL MARKETERS NOW BY TOM FRENCH, LAURA LABERGE & PAUL MAGILL
As a Reflection by (your name)
For effective running of a successful marketing strategy, one has to shift focus beyond the traditional forms of marketing strategies. The authors give a guideline of the necessary steps and actions that one needs to undertake to achieve the modern outlook of marketing. Emphasis is on the fact that consumers do not separate marketing and experience derived in consumption from the product itself. Marketing and consumer experience is the product itself in the eyes of the customer. A more fruitful marketing strategy will not only require a shift in focus but also management of the new look. The authors outline ways in which one can manage the new look and evolution to achieve the expected results. They also address the need for new management strategy to meet the changing needs for customer, executive, product and organizational requirements. Without new strategies, the shift will prove not to be more effective if not expensive.
The authors Tom French (director Boston office), Laura Laberge (senior expert) and Paul Magill (principal Stamford office) are all employees of Mckinsey & company. They are well acquainted in the marketing field as reflected by their work experience and research in the field. The writers intend to capture the attention of various primary audiences as opposed to the traditional audience of marketers only. They address the top executive management, company employees, all functional departments and the whole organization. The reason for targeting such a wider primary audience is that the authors view marketing as an interdependent organizational function that ties together all the activities of the institution and with far reaching effects. The action of any organizational member affects the marketability of the organization as a whole.
As a means to achieve the change, the authors identify the main activities that marketers should put into practice as follows. Design of the strategy should be interactive and customer inclusive. It should be in such a way that it leaves consumers happy when they engage the company. One should design points of engagement carefully designed to capture the right customers and engage them in the most profitable way. After identifying and approving of the design, an organized building of the strategy is the next activity. Building of the design involves putting up of the right structures in terms of departments, processes and qualified staff. Renewal of operations and prompt executions is an important activity. It improves the marketing responsiveness and conflict resolution mechanism. The most important part is managing the new face or outlook. The authors outline the following critical tasks in managing the new way. Distribution of activities is necessary in the organization to improve the accountability assignment of responsibilities. The company also needs partnerships in order to extend their reach and collaborations. The writers emphasize on the use of councils as a good strategy to enhance representation in strategy building and operations. Finally, development of rich customer understanding and robust data analytical tools to process the consumer information need to be included.
In conclusion, the authors point out that since marketing is a constantly evolving function and one that has innovative effects in the overall organization; marketing department cannot achieve its objectives on its own. It requires collaboration from the executive, employees and the whole organization. They also assert that successful attainment of a new outlook in marketing require a complete dynamic perception and definition from the older views. Without shifting the focus and definition, companies are doomed to lose customer and part of their market to their competitors.
French, T. Larbarge, L. & Magill, P. (2011, July). We Are all Marketers Now. Marketing & Sales Practice , 1-9.
