In May, Coca-Cola will retire the CMO. More importantly, Coca-Cola will create a CGO(Chief Growth Officer) to oversee marketing, business leadership strategy, and customer service, reporting directly to the CEO.
CMO to CGO, the era of marketing integration has come
This is not only the change of Coca-Cola, but also the traditional enterprises to face the new consumer environment to upgrade themselves.
In the past, CMOs were the norm, one of the most critical executive positions besides CEO, COO and CFO. However, many companies now regard the CGO as a more critical role than the CMO. Companies such as Colgate, Coty, Kellogg, and Hersey established the CGO five years ago.
The important background to this change is the change in the core factors that influence consumers' consumption decisions: consumers have become digital, getting their information mainly through mobile phones, and making judgments in the consumption decision-making process through social media and search. This makes the competition among enterprises more digital. Not only marketing is digital, but also product development and design are more dependent on data. CGO relies on technology and data to drive user growth.
In the new competitive environment, digital marketing is urgently needed for the upgrading and transformation of traditional enterprises
In traditional companies, data is fragmented. "Marketing" can be divided into "sales" and "sales", and the Marketing Department is only responsible for "sales". How much return on the efforts of these so-called "chief cash burning officer"? It's a vague concept. It is difficult to estimate the flow rate from "sales" to "sales", which obviously greatly affects the efficiency of enterprise operation and makes it difficult for enterprises to adapt to new market competition. At this point, the application of big data is particularly important.
Last year, Jack Ma put forward the "five new" affecting the future economic development, "new retail" and "new technology" side by side, this is not difficult to understand, the future enterprise upgrade, whether online and offline integration, or based on consumer "user thinking", can not be separated from the support of big data, also based on big data, cloud computing generated new technology.
i in place: break through the "marketing" barrier to help traditional enterprises to transform quickly
i in place is an Internet innovation service company that helps enterprises from traditional to digital with advanced technology.
How to break the two skins of "sales" and "sales" and realize the real CMO to CGO, such a process is difficult to talk about. But the partners in place are clearly confident in the current conundrum.
"This upgrade of Coca-Cola is the way to go in the next five to 10 years. We all say that we should have the Internet thinking, the core of the Internet thinking is the user thinking, the core of enterprise management should be transferred from the production of products to in-depth insight into consumer needs and create customer needs, from the needs of the organization of research and development, production and service, and to keep the internal and external information communication smooth, and can quickly and timely marketing strategies. That's the mainstream role of a CGO."
"At present, IPlace has successfully built CiOSS, a next-generation core system for enterprise operations, including iPlace cloud marketing, iPlace Cloud communication, and iPlace Cloud operation. Based on cloud Communication, CiOSS service system connects enterprise personnel, finance and materials, and establishes internal and external deep communication and dialogue mechanism. It is a new generation of Core business operation and management Cloud platform that is always customer-oriented. In CiOSS system, from first-line market sales to enterprise production management, all the data flow, the data from marketing can be directly transmitted to the sales department for follow-up, breaking the traditional barriers between "sales" and "sales", and establishing a continuously improving marketing system, which ensures that enterprises can adapt to the rapidly changing consumer, customer and other needs. To achieve faster growth. "
Coca-Cola, for example, released a test in March showing that 30% of its ads failed to deliver the desired results, citing a lack of skill in optimizing AD opportunities, particularly in the digital space.
"This is completely avoidable in a system in place."
"I believe that the IT architecture of multinational companies is very strong, but to solve the real-time monitoring of 'sales' and effectively translate into' sales', we must start from the point of contact with the customer from the front to the implementation, from the source, to build a strong integrated marketing platform. The integrated marketing platform built in i place, the CiOSS- marketing sub-platform in i place, based on external enterprise data (e.g., consumer behavior trends; Industry change; Competitor dynamics) and internal business data (e.g., CRM; CIF; The information is integrated and reflected to the real-time charge center system of the enterprise, and the task is formed by the charge center and implemented to the person directly responsible. Here, relying on comprehensive digitization of enterprise business activities and combined with deep learning technology of AI, enterprises can maximize marketing value, achieve real-time delivery in the face of massive media channels, and reach the targeted crowd. After identifying people through the data, the push contains links that, when clicked, are divided into a network of people in place so that a corporate salesperson can make a call. This realizes the real-time tracking and monitoring of the marketing advertising by the enterprise, and seamlessly connects the market action with the sales link behind, greatly reducing the waste of resources due to the poor docking of departments, but also saves the time cost."
In the future, the enterprise competition is not a simple product competition, not the market departments "rich and bold" fire, but the enterprise integration operation competition. The transition from CMO to CGO is an irreversible trend for enterprises. Those who can manage enterprises with reliable data early will gain a large consumer base.
We also look forward to the emergence of more Internet innovative service companies like iPlace, which focus on solving the integration of enterprise marketing, to help more enterprises to carry out a rapid and smooth digital transformation.
