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360i Report: The Marketing Leadership Playbook

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Executive Summary

Our industry is moving through an accelerated transition from TV-led to digitally led marketing with digital set to surpass TV ad spending for the first time in 2016, creating the need for marketers to “Reimagine (Almost) Everything.”
Rapid advancements in technology and dramatic changes in consumer behavior continue to transform marketing, media and commerce as we know it, creating enormous opportunity for businesses and marketers that put digital at the center. While many marketers want change, knowing how to do so is less obvious. The Marketing Leadership Playbook provides guidance on how to reimagine approaches to marketing to advance legacy infrastructure, pave the way for more progressive advertising and move the industry forward.

Summary of Content

This comprehensive report will help marketers reimagine organization, brand strategy, content, media, reputation management and measurement in this new era.
The Playbook includes insights from 360i senior executives, client case studies and guest commentary from marketers who have worked at large brands such as Nestlé, Oscar Mayer, Procter & Gamble, Nielsen and Miller Coors.

The Playbook includes:
Setting the Foundation: How marketers can make substantive and sustainable changes within their own halls by establishing new success metrics and benchmarks for budgeting. Plus tips for measuring marketing effectiveness.

Organization: Recommendations on moving from digital as a channel to digital as an organizational mindset. Plus an inside look at how a global company is reimaging organization.

Brand Strategy: How to get ahead by breaking away from what worked before to take advantage of what’s right for right now. Plus case studies showcasing how Red Roof is amplifying its mobile search success and how Oscar Mayer is bringing home the bacon using digital.

Content: Tips for shifting from “why will they listen” to “why will they care” when evaluating content. Plus a case study showing how Nestlé Lean Cuisine is challenging women to weigh more and adding emotion to its marketing.

Social: Recommendations for adopting new social strategies by moving from real time to right time content to drive business results.

Media: How to shift from winning with scale to outsmarting with specialized expertise and winning in the last 10 yards. Plus a case study revealing how Jameson used data to boost sales through micro-targeting at scale.

Brand Reputation: Tips to shift from reactive crisis management by building the right offense. Plus a prep checklist to ensure brands are prepared to quickly respond, react and rebuild during a crisis.

Measurement: How marketers can create an analytics-driven learning culture and a self-health measurement assessment.