Adaptive Marketing ─ Leveraging Real-Time Data to Become a More Competitive and Successful Company

Adaptive Marketing is a new approach to leveraging real-time data that enables organizations to rapidly change to become more competitive and successful. Such accelerated change is more imperative than ever, particularly as both large organizations and small agile companies are using the internet and the information it generates to quickly evolve their marketing efforts to drive up customer relevance and proximity, all leading to better business results. As Kodak or Borders can tell you, not adapting can lead to disastrous if not fatal results.

For marketers, this new accelerated, two-way digital data flow brings remarkable opportunities, as well as threats. While some marketers will be overwhelmed by the coming data tsunami, others will capitalize on it to quickly become more relevant to consumers and faster and more effective than their competition. Take for example Kimberly-Clark. The Kleenex marketing team now uses real-time Google data on flu related searches to identify locations of upcoming flu outbreaks and then use this information to instantly adapt their advertising and media plans to target locations with a higher need for tissues.

With such practices increasingly common, for most companies Adaptive Marketing is not a luxury. Instead it's a critical organizational model that will determine whether your company survives. This book will give you guidance on how to adopt an Adaptive Marketing model to ensure you are not only prepared for this new data world, but also winning against both traditional competitors and new disrupters. This book provides you with both practical guidance and real-life examples on how some of the world's most successful companies and brands are driving fundamental changes to the way they approach marketing.

Norm Johnston is the Chief Digital Officer for GroupM's Mindshare, part of WPP, the world's largest marketing communications company. Norm leads a global team of over 1,000 digital specialists across 115 offices in 82 countries. Norm is responsible for providing digital advice to some of the world's biggest companies, including Unilever, Nestle, and American Express. A true digital pioneer, Norm has been driving innovation in marketing since the 1990s when he joined Modem Media, the industry's first digital agency. A recognized industry expert, Norm is frequently featured in the press as well as a regular conference speaker. Norm recently won two prestigious WPP Atticus awards, the first-ever double winner in its history. Norm has a liberal arts degree from Northwestern University and an MBA from Duke University's Fuqua School of Business.

You can follow Norm on Twitter @ntjohnston for more on Adaptive Marketing.