2020: What your marketing will look like.

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  • The digital revolution struck with an unprecedented impact on the way businesses operate –with marketing at the vanguard of these changes. Who could have predicted 10 years ago that a thing called ‘social media’ would exist? And that it would be an ingrained part of so many marketing plans? Or that mobile marketing would be such a viable way to reach decision makers at businesses worldwide? With this in mind, we decided it would be useful to consider how the average marketing department might look seven years from now in 2020. The changes impacting on marketing communications in the here and now have been widely discussed – it’s time to look to the future and to how technology may continue to make the marketing department more dynamic than ever.
  • 1. Start small and then build. Createa strategy, beginning with a definedmanageable project with clear goals –don’t bite off more than you can chew.2. Stay focused on goals. Ensureyou don’t create yet anotherjumbled repository.3. Encourage immersion. Like all newtechnology, users need to be trainedand encouraged to use the platformregularly to be comfortable with it, andensure it is used in the right way.4. Be inclusive. Include everyone.All relevant stakeholders need to beinvolved in sharing all the waythrough – that includes external teamslike agencies.5. Share easily and often. Thoughtsand feedback should be encouragedat every stage. A two-way dialoguemust be created, and team membersencouraged to share things they knowis not perfect.6. Be mindful of deadlines. Don’t letthe discussion run away – the goal is toget the work done.7. Don’t slip back into bad habits.Remember, email is not acollaboration tool!
  • 1. Start small and then build. Createa strategy, beginning with a definedmanageable project with clear goals –don’t bite off more than you can chew.2. Stay focused on goals. Ensureyou don’t create yet anotherjumbled repository.3. Encourage immersion. Like all newtechnology, users need to be trainedand encouraged to use the platformregularly to be comfortable with it, andensure it is used in the right way.4. Be inclusive. Include everyone.All relevant stakeholders need to beinvolved in sharing all the waythrough – that includes external teamslike agencies.5. Share easily and often. Thoughtsand feedback should be encouragedat every stage. A two-way dialoguemust be created, and team membersencouraged to share things they knowis not perfect.6. Be mindful of deadlines. Don’t letthe discussion run away – the goal is toget the work done.7. Don’t slip back into bad habits.Remember, email is not acollaboration tool!
  • 2020: What your marketing will look like.

    1. 1. The Future of the Marketing DepartmentWhat will marketing look like in 2020?
    2. 2. Meet Dr. Chris Boorman Chief Marketing Officer, Huddle Follow Chris on Twitter @chboorman
    3. 3. Cloud-based content collaboration platform for80% of Fortune 500sThe #1 SharePoint alternativeIntelligently delivers relevant files to usersEmpowers the mobile workforce from desktopsto smartphones to tablets
    4. 4. 2020Time to transform?
    5. 5. 2020. Time to transform?• The digital revolution struck with an unprecedented impact on business operations• Marketers live at the vanguard of these changes Social engagement Mobile deployment Compelling content Analytics for everything• Flash forward seven years. What does the marketing department of the future look like?
    6. 6. Skills &workload
    7. 7. Skills & overload• “Always on” society• Drip marketing Content will pour out like water from a faucet• Multi-skilled marketers will control and manage multiple projects• Marketing will be organized around the customer, not products and channels
    8. 8. Recruitment & training
    9. 9. Recruitment & training• Marketing becomes a science Compelling, personalized content will be based on deep analytical knowledge• Training will be flexible, more relevant, and on-demand Face-to-face Clinics Webinars• Marketers will need to imagine, track, and measure ROI
    10. 10. Communications
    11. 11. Communications• Team silos will vanish Cross-functional becomes the norm Internal and external become the norm• All technology shifts into the cloud Focus turns to “getting the job done” Content will be intelligently delivered automatically —no need to search.
    12. 12. The role of the agency
    13. 13. The role of the agency • More necessary than ever Not disappearing or remaining the middleman • A trusted partner with critical knowledge An arm of your marketing team • Responsible for processing essential assets Digital Analytical Content
    14. 14. Working with sales
    15. 15. Working with sales• The waterfall disappears Replaced by digital and interpersonal dialogue• Balance of power shifts Customers are far more knowledgeable 70% of selling happens through marketing, before sales teams engage• Technology is adopted Marketing teams embrace emerging technologies, vs. sales teams remaining unconvinced
    16. 16. The evolution of
    17. 17. The evolution of email• Your prospect database moves into the cloud 100% 90% LinkedIn 80% 55% 58% Facebook 70% 71% 60% Web 50% Direct Mail• Traditional email dies 40% Email 19% Events 30% 21% 20% 11% 14% 9% 10% 6% 15% 12% 9%• 2-way digital dialog rules 0% 2009 2010 2015 Source: Sirius Decisions (December, 2010) Sirius Perspective: “The reality is that prospects find you when they’re ready; effective inbound marketing makes you easier to find.”
    18. 18. The role of technology
    19. 19. The role of technology• Digital dominates Deep understanding through analytics Automated personal engagement happens across social communities• Everything is mobile Tablets and smartphones evolve as the standard Traditional web interfaces die
    20. 20. Marketingteamwork in the cloud
    21. 21. Marketing teamwork in the cloudBrave new cloud era:• Brings teams together—both internally and externally• Scalable• Secure• Delivers content that matters• No need to search, relevant content finds you• No need for IT support• Mobile and web platforms
    22. 22. Golden rulesof more intelligentcollaboration
    23. 23. 1. Start small, then build2. Stay focused on goals3. Encourage immersion4. Be inclusive5. Share easily and often6. Be mindful of deadlines7. Don’t slip back into bad habits
    24. 24. Join the world’s most intelligentorganizations
    25. 25. Questions?Dr. Chris BoormanChief Marketing Officer, Huddle@chboorman

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