English Literature

Adaptive Marketing: Leveraging Real-Time Data to Become a by Norm Johnston

By Norm Johnston

Adapt or die is actually the twenty first century mantra for enterprise. Authors Norm Johnston offers tips on easy methods to undertake an Adaptive advertising version to make sure you aren't in simple terms ready for this new info global, but in addition profitable opposed to either conventional rivals and new disrupters.

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Extra resources for Adaptive Marketing: Leveraging Real-Time Data to Become a More Competitive and Successful Company

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The second function is to build a strong group of vocal brand advocates; these are individuals who feel they have contributed to the brand experience and therefore have some sense of ownership of it. But you don’t necessarily need to build this on your own. There are companies that can specifically set up this type of product innovation and development. For example, sites like Quirky and Kickstarter enable individuals, mainly entrepreneurs, to submit their product ideas to an already existing community to have these concepts evaluated and, hopefully, get funding.

Your strongest advocates will very quickly become your strongest detractors. 2. Be clear on the rules and rewards. Lack of clarity can lead to disappointment and possibly future legal problems. Ensure people understand the process, the parameters, and ultimately the process of how decisions will be made. 3. Share the success. As ideas turn into real products and services, make sure you are sharing these success stories with the community to show its members that this is real and you are taking them seriously.

More important, Coca-Cola can now listen to and monitor all of these conversations and combinations that used to physically happen in a restaurant but now flow across the Internet. In effect, Coca-Cola has its very own real-time lab that provides its marketing team with instant data on what combinations and flavors are most popular with certain audiences. This vast amount of information and insight is being fed into the company’s product development, which identifies trends and adapts not only the vending machine experience, but also new and variant products formally introduced into retail such as Fanta Cherry, which was a trending mix with Freestyle vending machine customers.

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