What 's the Big Idea?
We have entered a brave new world where data and insights rule supreme. Gone are the days when the Mad Men scrambled for the big idea between cocktails, and a singular selling idea could be beamed to the masses over television screens. Today, it is all about customer experiences that occur across the entire customer journey, the ability to cultivate more meaningful, personalized relationships that drive loyalty and advocacy, and the power of data and insights to make it happen.
Fueling this engine are an incredibly diverse array of technologies fueled by big data and analytics. These engines are driving a new set of physical and digital channels that continuously fragment, proliferate, and morph (think social, mobile, NFC, voice, pop-ups, and the like).
This move to all things data and channels has been a boon to marketers. CEOs and CFOs demand for measurable outcomes and business impact are finally being met. Marketers are able to assume greater accountability and can claim ROI returns based on programmatic and scientific approaches.
As a growth strategist and market development expert serving companies operating in tech- based B2B markets, I’ve witnessed a sense of bewilderment among marketers trying to deal with so many touch points, so many point solutions, and so many different ways to slice and dice reams of unstructured and structured data across virtual and physical worlds. What is the unifying construct that can shape how technology gets puts to use in the customer journey to influence customer experience in powerful ways?
The answer lies in the power of the brand and the power of big ideas rooted in better
insights. As I look at the content landscape, it seems that content is becoming increasingly commoditized based on ‘what works’ testing. Inspiration and big ideas that move the head and the heart are no longer top-of-mind parts of the conversation.
I believe that big ideas remain the currency of great marketing, and we should allow them to surface across marketing teams. Marketers who restructure their teams into three equally important groups would be well served by the big ideas that come to the team as a result. One group of data scientists and technologists who focus on customers, a second group of those who execute marketing efforts, and a third filled with those big-idea-creative-types.
Big ideas are rooted in a deep appreciation of what motivates people, and are inextricably linked with the differentiating benefits of a product or service. They require both perspiration and inspiration. And they are certainly not the sole province of ad agencies.
In our work at Metaforce, we focus on enabling transformational growth through "outcomes- driven strategies.” We are paid to solve unstructured problems with prescriptive and actionable thinking. And we hold one core tenet as key to the value we provide: the ability to deliver big ideas for our clients that can focus and fuel growth efforts.
As we harness the power of customer data-driven technologies and the physical and virtual channels through which this power is expressed, let's not forsake the power of the big idea.
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