{"id":1218,"date":"2013-09-19T09:21:31","date_gmt":"2013-09-19T13:21:31","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1218"},"modified":"2017-10-24T10:37:54","modified_gmt":"2017-10-24T14:37:54","slug":"probing-marketing-innovations-transformative-power","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2013\/probing-marketing-innovations-transformative-power\/","title":{"rendered":"Probing Marketing Innovation\u2019s Transformative Power"},"content":{"rendered":"

By Randy Scotland,\u00a0<\/strong><\/em>ACA<\/em><\/strong><\/p>\n

\"Bert<\/a>
Bert DuMars<\/figcaption><\/figure>\n

How innovative is your organization\u2019s marketing culture?<\/p>\n

How you answer that question speaks volumes about your company\u2019s prospects in today\u2019s post-digital world, according to innovation expert Bert DuMars, Vice President, Principal Analyst with Forrester Research.<\/p>\n

DuMars, who has been exploring the link between innovation and corporate success in a recent series of Forrester studies, is a firm believer that conventional marketing tools, channels, strategies and tactics are becoming less effective.<\/p>\n

In the age of the perpetually connected customer, a shift from the traditional marketing funnel to the customer life-cycle and the impact of digital disruption is dramatically changing the marketing landscape, DuMars says. This is putting new onus on marketers to drive innovation velocity across a spectrum of marketing activities at a faster pace than ever before.<\/p>\n

The key to success, according to DuMars, is to build a marketing innovation foundation and culture that emphasizes a post-digital mindset and encourages and rewards employees for bringing innovative ideas to marketing leadership.<\/p>\n

DuMars will be presenting his latest findings at the ACA\u2019s \u201cRe-Mastering Marketing\u201d annual conference<\/a><\/strong> on November 5th in Toronto.<\/p>\n

He will also be unveiling the results of a special ACA Marketer\u2019s Pulse survey on marketing innovation, based on questions he developed. Members of the Marketer\u2019s Pulse panel are being asked to provide their perspectives on their company\u2019s innovative status.<\/p>\n

DuMars administered the same survey to a number of U.S. organizations. It will be interesting to see how the Marketer\u2019s Pulse panel stacks up with their American counterparts.<\/p>\n

Survey respondents will be able to assess their organization\u2019s level of innovation among four categories.<\/p>\n

Organizations at the high end are classified as customer-obsessed and are \u201cdefined by their complete immersion in and understanding of the lifestyle, needs, and wants of their target consumer segments.\u201d<\/p>\n

On the opposite end of the scale are organizations classified as risk-averse, with a culture that \u201ctypically exhibits command and control personalities.\u201d In between are the experimenters (\u201cknown for rapid innovations that lack a long-term strategy\u201d) and the pragmatists (\u201ctypically conservative and consensus-driven\u201d).<\/p>\n

ACA members will receive a report summarizing the Marketer\u2019s Pulse survey results on November 5<\/a><\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

By Randy Scotland,\u00a0ACA How innovative is your organization\u2019s marketing culture? How you answer that question speaks volumes about your company\u2019s prospects in today\u2019s post-digital world, according to innovation expert Bert DuMars, Vice President, Principal Analyst with Forrester Research.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[144],"tags":[57,98,111,58,78,139,134,104,140,141,142,143],"acf":[],"yoast_head":"\nProbing Marketing Innovation\u2019s Transformative Power | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2013\/probing-marketing-innovations-transformative-power\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Probing Marketing Innovation\u2019s Transformative Power | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"By Randy Scotland,\u00a0ACA How innovative is your organization\u2019s marketing culture? 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