ADAPTIVE MARKETING: NEW BOOK BY NORM JOHNSTON
NEW BOOK REVEALS THE MOST SUCCESSFUL MODERN MARKETING STRATEGIES AND WHY THEY WORK
Examples featured include Unilever, Nestle, L’Oreal, Kimberly-Clark and many more.
New York / London / Singapore / Shanghai, 1 Oct 2015: Norm Johnston, Chief Digital and Strategy Officer at Mindshare, the global media agency network that is part of WPP, has authored a new book giving an insight into the world’s most successful adaptive companies and their strategies.
Published by Palgrave MacMillan, Adaptive Marketing: Leveraging Real-Time Data to Become a more Competitive and Successful Company takes the reader on a journey through the latest examples of Adaptive Marketing explaining strategies designed to leverage fast and slow moving data in order to give a company a competitive advantage.
It provides the reader with real-life examples on how some of the world’s most successful companies and brands are driving fundamental changes to the way they approach marketing.
Kimberly-Clark’s Kleenex marketing team optimizes media investment and location by using Google flu-related search data to identify areas where demand for tissues will most likely increase. By using one simple real-time data source to adapt its advertising, Kleenex sales went up by over 40% year-on-year. (See video links below)
Netflix uses viewing data to assess what directors, actors, and programs its subscribers like, and then commissions new programs like House of Cards to add new subscribers.(See video links below)
Travel service company Orbitz identifies a user’s smartphone operating system to adapt hotel recommendations in real-time. Orbitz knows from its historical data that Apple users tend to spend $20-$30 more than Android users on hotel room bookings. (See video links below)
Johnston said: “In an age of disruptive start-ups and diminishing competitive barriers, it’s more important than ever before to understand your customers and to act on that insight faster than the competition. As Adaptive Marketing illustrates, rapidly applying even just a single source of real-time data can lead to happier customers and better ROI.”
With a foreword by GroupM Chief Digital Officer Rob Norman and contributions from leading marketers and academics including Jeff Cole from the Center for the Digital Future; Brian Wong, Founder and CEO of Kiip and Keith Weed, Chief Marketing and Communications Officer at Unilever, the book is a must have for any progressive marketer.
Mindshare is a global media agency network with billings in excess of US$34.5 billion (source: RECMA). The network consists of more than 7,000 employees, in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific. Each office is dedicated to forging competitive marketing advantage for businesses and their brands based on the values of speed, teamwork and provocation. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group. Visit us at www.mindshareworld.com and follow us on Twitter @mindshare and facebook.com/mindshare and LinkedIn.com/company/mindshare.
GroupM is the leading global media investment management operation serving as the parent company to WPP media agencies including Mindshare, MEC, MediaCom, and Maxus, each global operations in their own right with leading market positions. GroupM’s primary purpose is to maximize performance of WPP’s media agencies by operating as leader and collaborator in trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. GroupM’s focus is to deliver unrivaled marketplace advantage to its clients, stakeholders and people. Discover more about GroupM at www.groupm.com.