adapt or die: what it means to be the marketer of the future
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Presented at eConsultancy JUMP NYC Jan 30, 2013 -- As agencies focus on what it means to be the agency of the future, marketers are facing an evolution of their own. Winning the hearts and minds of the the empowered and connected consumer requires the development and integration of a broad base of digital capabilities and cross-functional processes, embracing data and technology, attracting key talent, evolving legacy culture, and managing a portfolio of agencies, media and technology partners. Jason works closely with CMO's and marketing leaders to assess, develop and guide the organizations' digital marketing operations, and will share some of the best practices and common pitfalls that marketers experience on the journey to becoming the marketer of tomorrow.TRANSCRIPT
Jan 30, 2013
Adapt or Die: What It Means to Be The
Client of The Future
Just over ten years ago…
Just over 5 years ago…
Less than three years ago…
Media con5nues to fragment
7
Consumers are connected and empowered
8
38% of US households have a connected device
25% of US adults own a tablet
117 mm mobile internet visitors
Digital ubiquity
Consumers are connected and empowered
Sources: Nielsen, Add This
23% of US Internet Consump5on
2.65 Billion Shares Daily
Consumers are connected and empowered Omnichannel reali,es
Polariza5on of digital marke5ng trends
An Algorithms Here, An Algorithm There…
Here an algorithm, there an algorithm …
Dimensions of Direct Response
15
Polariza5on of digital marke5ng trends
Dimensions of Digital Branding
17
New interrela5onship between paid, owned and earned media
Paid
Earned Owned
Integra5on
Amplifica5on
Media, marke5ng, & technology are merging
New org requirements
New process and governance requirements
Global and regional implica5ons
Myth #1
Digital is so specialized and unique that it must remain siloed
Myth #2
Digital capabiliDes can easily be integrated within the organizaDon
Marketers are recognizing the challenge
80% Senior markeDng leaders that recognize a need for digital organizaDonal transformaDon but do not know what to do about it.
Sources: NRF organizaDonal structure study
From What do we want to make the consumer feel & think about our brand?
To How can our brand meet consumers’ expectaDons, needs and desires?
Agencies recognized the need to evolve first…
Changing consumer behavior Increase demand for accountability Increased complexity Improved data accessibility
Agencies evolve into “the agency of the future”
Embrace new disciplines Data, math capabiliDes Emphasis on strategy and soluDons Cross-‐channel integraDon New compensaDon structures
The agency of the future
Services (CreaDve, Media, PR)
Business intelligence
Strategy
Technology & data
Agency of the future
The marketer of the future
Disciplines & channels
Business intelligence
Strategy
Technology & data
Marketer of the future
Changing of the guard
Digital transforma5on
Org structure
Capabili5es
Talent
Processes Culture
Accountability
Adaptability
Flexibility
Agility
ProducDvity
InnovaDon
Path to digital maturity and excellence
Aligned
CommiYed
TransiDonal
Path to digital maturity and excellence
Aligned
CommiYed
TransiDonal
Plugged into legacy org Heavily siloed Limited collaboraDon Limited data abiliDes
Path to digital maturity and excellence
Aligned
CommiYed
TransiDonal
Increased digital prioriDes Digital as a catalyst Evolving consumer insights capabiliDes
Path to digital maturity and excellence
Aligned
CommiYed
TransiDonal
Always-‐on is the New normal Complete execuDve Level support Data-‐driven business intelligence
Hack
the org
chart
Redefine processes and foster collabora5on
Itera5on Strategic planning
Ac5onable insights
Formalized collabora5on
Shared learning
Iden5fy and eliminate bad habits
InerDa
Legacy thinking Complacency
Fear
ExecuDon without strategy
Lack of
CollaboraDon
Develop talent and capabili5es
Enable the next wave of customer engagement Maximize digital investments Formalize prioriDzaDon Commit to training and development
Become a master of modeling
Seek the truth Embrace direcDonal vs absolute measurement Drink from the “big data” fire hose Develop business intelligence
Be proac5ve about being reac5ve
React to trends as they emerge
Enable real Dme
markeDng
Tools, process, budget implicaDons
Be both a leader and change agent
ExecuDve level support is criDcal Embrace experimentaDon and failures Inspire and moDvate Evolve corporate culture
Be a be_er client to your agencies
Treat agencies as partners Over-‐communicate Drive over arching strategy Challenge each other
Keep your eyes on the trends, but your feet on the ground
ForDfy your baseline acDviDes Understand your customers Develop your talent Don’t get caught up on the bright shiny objects
The illiterate of the future will not be the person who cannot read. It will be the person who does not know how to learn, unlearn and relearn. -‐ Alvin Toffler
