TAILIEUCHUNG - Closing the Marketing Capabilities Gap

Marketers are being challenged by a deluge of data that is well beyond the capacity of their organizations to comprehend and use. Their strategies are not keeping up with the disruptive effects of technology-empowered customers; the proliferation of media, channel, and customer contact points; or the possibilities for microsegmentation. Closing the widening gap between the accelerating complexity of their markets and the limited ability of their organizations to respond demands new thinking about marketing capabilities. Three adaptive capabilities are needed: (1) Vigilant market learning that enhances deep market insights with an advance warning system to anticipate market changes and unmet needs, (2) adaptive market experimentation that. | George S. Day Closing the Marketing Capabilities Gap Marketers are being challenged by a deluge of data that is well beyond the capacity of their organizations to comprehend and use. Their strategies are not keeping up with the disruptive effects of technology-empowered customers the proliferation of media channel and customer contact points or the possibilities for microsegmentation. Closing the widening gap between the accelerating complexity of their markets and the limited ability of their organizations to respond demands new thinking about marketing capabilities. Three adaptive capabilities are needed 1 Vigilant market learning that enhances deep market insights with an advance warning system to anticipate market changes and unmet needs 2 adaptive market experimentation that continuously learns from experiments and 3 open marketing that forges relationships with those at the forefront of new media and social networking technologies and mobilizes the skills of current partners. The benefits of these adaptive capabilities will only be realized in organizations that are more resilient and free-flowing with vigilant leadership and more adaptive business models. Keywords adaptive marketing capabilities open marketing data deluge market orientation digital marketing strategic marketing market learning There is a widening gap between the accelerating complexity of markets and the capacity of most marketing organizations to comprehend and cope with this complexity. The increasing demands on marketing organizations are leaving marketers and their firms vulnerable. Most marketers would ruefully endorse this assertion and then acknowledge their uncertainty about how to navigate this reality. The first objective of this article is to diagnose the growing gap between the demands of the market and the capacity of organizations and especially the marketing function within organizations to meet those demands and understand why the gap is widening. The drivers are increasing .

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