{"id":1807,"date":"2021-10-26T10:31:29","date_gmt":"2021-10-26T14:31:29","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/10\/26\/results-resilience-and-the-route-to-ready-for-3-brands\/"},"modified":"2021-10-26T10:31:29","modified_gmt":"2021-10-26T14:31:29","slug":"results-resilience-and-the-route-to-ready-for-3-brands","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/results-resilience-and-the-route-to-ready-for-3-brands\/1807\/","title":{"rendered":"Results, resilience, and the Route to Ready for 3 brands"},"content":{"rendered":"\n

By Bethany Poole<\/em> Senior Director, Ads Marketing, Google<\/p>\n\n\n\n\n\n

If we\u2019ve learned anything from each pivot and zigzag over the past 18 months, it\u2019s that things can \u2014 and do \u2014 change in an instant.<\/p>\n\n\n\n\n\n

That\u2019s why we at Google spend a lot of our time\u00a0<\/a><\/p>\n\n\n\n\nthinking about readiness<\/u>\n

. It\u2019s a simple idea that\u2019s always been key to business success, and it\u2019s never been more important for marketers.<\/p>\n\n\n\n\n\n

Today, a successful brand is ready for volatile markets and disruptive shifts in consumer behavior, supply chains, and society at large. It\u2019s also ready to deliver on the needs of every single customer, wherever they are, whether it\u2019s for the first time or the 100th.<\/p>\n\n\n\n\n

If we aren’t clear about what we mean by “digital transformation,” then it’s easy to imagine a long, complicated journey.<\/blockquote>\n

We\u2019re in a new era, in which COVID-19 has accelerated digital consumption habits so much that analysts talk about seeing a decade\u2019s worth of change happening in a few short months. Marketers must create messaging that\u2019s agile and responsive enough to capture short-term opportunities, while also building long-term business resilience. But how?<\/p>\n\n\n\n\n\n

The standard answer has been \u201cdigital transformation,\u201d but, too often, the term is used as a buzzword. And if we aren\u2019t clear about what we mean by \u201cdigital transformation,\u201d then it\u2019s easy to imagine a long, complicated journey.<\/p>\n\n\n\n\n\n

At Google, we don\u2019t think transformation should be a grand project. It should be a self-guided, step-by-step journey, propelled by a flywheel like the one below. We call it the \u201c<\/a><\/p>\n\n\n\n\nRoute to Ready<\/u>\n

.\u201d<\/p>\n\n\n\n\n\n

\"An<\/figure>\n\n

The journey will also depend on your company\u2019s needs, which is why this approach lets you choose the entry point, based on what makes the most sense for your business.<\/p>\n\n\n\n\n\n

To inspire and help you begin the Route to Ready, here are examples of how three successful brands got started on their own journeys.<\/p>\n\n\n\n\n

Mondelēz International<\/h2>\n

For Mondel\u0113z International \u2014 one of the world\u2019s biggest snack food companies \u2014 the entry point was\u00a0<\/a><\/p>\n\n\n\n\ncustomer-centricity<\/u>\n

.<\/p>\n\n\n\n\n\n

Its Route to Ready began with a single insight: that meeting each consumer where they are means evolving from a mass-marketing strategy to one that delivers a more personalized, helpful set of experiences. This helped galvanize the entire company.<\/p>\n\n\n\n\n\n

With customer-centricity as the guiding principle, teams from across Mondel\u0113z International \u2014 from marketing and information business systems to finance and customer service \u2014 broke down their organizational silos to align on shared goals and adopt an agile approach to a companywide initiative called \u201cEmpathy at Scale.\u201d<\/p>\n\n\n\n\n

Deploying its digital strategy across multiple markets has helped Mondelēz International focus on building deeper, longer-lasting relationships with customers.<\/blockquote>\n

An example is the\u00a0<\/a><\/p>\n\n\n\n\n“Don’t go far for hunger” campaign<\/u>\n

\u00a0the company launched in India for its Cadbury brand, which used automation to drive consideration among specific audiences. Optimized ad creative combined eight consumer passion points, like cricket or \u201cGame of Thrones,\u201d with six other contextual elements, including time, day of the week, and location. In all, the process generated 92,000 unique, personalized assets that drove a 50% increase in ad recall, and a click-through rate 2.6X higher than the CPG benchmark.<\/p>\n\n\n\n\n\n

Deploying its digital strategy across multiple markets has helped Mondel\u0113z International outpace the rest of its sector and deliver double-digit growth in ROI. It has also given the company a template for reorganizing its entire long-term business strategy to focus on building deeper, longer-lasting relationships with consumers.<\/p>\n\n\n\n\n

Ford Motor Company<\/h2>\n

Well before the pandemic, automakers like\u00a0<\/a><\/p>\n\n\n\n\nFord Motor Company<\/u>\n

\u00a0faced massive disruption from self-driving cars, electric vehicles, and shared mobility. But COVID-19 dealt the industry another blow, forcing dealerships to close their lots and\u00a0<\/a><\/p>\n\n\n\n\nsell cars online<\/u>\n

, and causing supply chain shortages that slowed vehicle production. In 2020 alone, U.S. auto sales\u00a0<\/a><\/p>\n\n\n\n\nsank by 15%<\/u>\n

.<\/p>\n\n\n\n\n\n

While years of disruptions led Ford to begin its business transformation, those efforts took on new urgency under the leadership of CEO Jim Farley and global CMO Suzy Deering. Both executives believed that providing new, differentiated\u00a0<\/a><\/p>\n\n\n\n\ncustomer experiences<\/u>\n

\u00a0would be a key to long-term resilience. Getting \u2014 and staying \u2014 ahead of auto consumers\u2019 evolving needs required putting technology at the center of Ford\u2019s business.<\/p>\n\n\n\n\n\n

As Farley recently explained, \u201cThe biggest transformation for us is to a software services\u2013dominated company and brand. We have to invest in electric architectures and build software know-how in the company. And we need to integrate that know-how in ways we\u2019ve never had to before.\u201d<\/p>\n\n\n\n\n

Getting — and staying — ahead of auto consumers’ evolving needs required putting technology at the center of Ford’s business.<\/blockquote>\n

For now, Ford is leaning on this technology to aid in vehicle electrification and develop other digitally connected products. To facilitate this shift, it has tapped\u00a0<\/a><\/p>\n\n\n\n\nstrategic partners like Google<\/u>\n

\u00a0to integrate software into its vehicles. Beginning in 2023, for example, millions of Ford and Lincoln models will be powered by the Android operating system, with Google apps and services built in.<\/p>\n\n\n\n\n

Crate and Barrel<\/h2>\n

The pandemic also accelerated the digital transformation underway at\u00a0<\/a><\/p>\n\n\n\n\nCrate and Barrel<\/u>\n

. Its online sales have jumped more than 40% since the pandemic started, and online sales now comprise more than 65% of its overall business.<\/p>\n\n\n\n\n\n

But the retailer\u2019s Route to Ready hasn\u2019t been about abandoning its physical stores for an exclusively digital storefront. It has focused instead on making shopping experiences more inventive and inspirational, both online and offline.<\/p>\n\n\n\n\n\n

To enhance its customer experience across channels, Crate and Barrel knew it needed a better way to understand and measure the full customer journey, and to respond to those insights in near real time. So the company\u2019s transformation journey has centered on building a more unified view of its customers, through a strategy that prioritizes organizational\u00a0<\/a><\/p>\n\n\n\n\nagility and outcomes<\/u>\n

.<\/p>\n\n\n\n\n\n

Crate and Barrel began by leaning into the power of cloud computing to gather diverse data from various touchpoints \u2014 like traffic information in-store, mobile shopping patterns, and other online purchasing behaviors. Then they created a\u00a0<\/a><\/p>\n\n\n\n\nsingle data source<\/u>\n

\u00a0to represent a holistic picture of the customer.<\/p>\n\n\n\n\n

No matter where your business starts its Route to Ready, these actions — whether individual or collective — will pay immediate dividends.<\/blockquote>\n

To save time preparing data sources, the company relies heavily on Google Cloud\u2019s\u00a0<\/a><\/p>\n\n\n\n\nBigQuery<\/u>\n

\u00a0data warehousing and analysis tool, which allows it to draw on 10X more information sources compared to a few years ago. Data is then analyzed and transformed into actionable insights that can influence a customer\u2019s next interaction and, in turn, drive revenue.<\/p>\n\n\n\n\n\n

BigQuery\u2019s machine-learning capabilities have also helped Crate and Barrel develop more models and recommendations at scale, without raising costs or overloading resources.<\/p>\n\n\n\n\n\n

No matter where your business starts its Route to Ready, these actions \u2014 whether individual or collective \u2014 will pay immediate dividends. They\u2019ll help you infuse agility into your plan and create marketing-driven growth for your company\u2019s bottom line, all while future-proofing your business so you\u2019re ready for whatever comes next.<\/p>\n\n\n\n\n\n

This perspective originally appeared on <\/em>Think With Google<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

To inspire and help you begin the Route to Ready, here are examples of how three successful brands got started on their own journeys.<\/p>\n","protected":false},"author":7,"featured_media":1808,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[11,5],"topics":[2],"class_list":["post-1807","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-google","tag-data","topics-editorial"],"acf":[],"yoast_head":"\nResults, resilience, and the Route to Ready for 3 brands | AW360<\/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:\/\/advertisingweek.com\/aw360\/news\/results-resilience-and-the-route-to-ready-for-3-brands\/1807\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" 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