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Market Forces and Trends For Digital Marketing Procurement
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Market Forces and Trends For Digital Marketing Procurement

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Keynote presentation at Procurecon Nov 14, 2012. Covers the major trends affecting the roles of marketing procurement, and the organizational preparedness required to maximize the relationship between …

Keynote presentation at Procurecon Nov 14, 2012. Covers the major trends affecting the roles of marketing procurement, and the organizational preparedness required to maximize the relationship between marketing, procurement and agencies.

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  • 1. State of The Union:Market Forces and Trends For Digital Marketing Procurement Nov 14, 2012
  • 2. JUST  OVER  TEN  YEARS  AGO…  
  • 3. JUST  OVER  FIVE  YEARS  AGO…  
  • 4.  Media  Con9nues  to  Fragment   5  
  • 5. Compe9ng  in  The  ABen9on  Economy   A%en(on   Content,  Media,  Informa(on,  Noise   6  
  • 6. Global  Markets  Are  Gaining  Digital  Strength   China     US   513  mm     245  mm    
  • 7. Consumers  Are  Connected   117  mm     38%  of  US   Digital   25%  of  US  adults   households  have  a   mobile     ubiquity   own  a  tablet   connected  device   internet     visitors   8  
  • 8. Consumers  Are  Empowered  23%  of  US  Internet   2.65  Billion  Consump9on   Shares  Daily   Sources:  Nielsen,  Add  This  
  • 9. Consumers  Are  Connected  and  Empowered  Omnichannel  Reali,es  
  • 10. Agencies’  Evolving  Roles  
  • 11. An  Algorithms  Here,  An  Algorithm  There…            Here  an  Algorithm,  There  An  Algorithm  …  
  • 12.          Embrace  Your  Inner  Geek   16  
  • 13. ABribu9on  Challenges  and  Solu9ons   Challenges:     Insufficient  Data     Dura(on  of  Buying  Cycle     Not  Absolute              Drink  From  The  Big  Data  Fire  Hose     17  
  • 14. 18  
  • 15. It’s  Ok  to  Get  Frustrated  Some9mes  
  • 16.    From    What  Do  We  Want  to  Make  The  Consumer  Feel      &  Think  About  Our  Brand?  
  • 17.      To  How  Can  Our  Brand  Meet  Consumers’  Expecta(ons,  Needs  and  Desires?  
  • 18. Characteris9cs  of  The  Marketer  of  The  Future   Accountability   Agility       Adaptability   Produc(vity       Flexibility   Innova(on            
  • 19.            Agents  of  Change  
  • 20. New  Org  Requirements   Culture   Org  Structure   Talent   Processes   Capabili9es  
  • 21. New  Process  Requirements   Strategic   Planning   Itera9on     Procurement     Ac9onable     Insights   Shared     Learning   Formalized     Collabora9on  
  • 22. Iden9fy  and  Eliminate  Bad  Habits   Iner(a   Fear   Execu(on  Without     Legacy  Thinking   Strategy           Complacency   Lack  of       Collabora(on          
  • 23. Develop  Talent  and  Capabili9es  Enable  The  Next  Wave  of  Customer  Engagement    Maximize  Digital  Investments    Formalize  Priori(za(on    Commit  to  Training  and  Development    
  • 24. Become  a  Master  of  Modeling  Seek  The  Truth    Embrace  Direc(onal  vs  Absolute  Measurement    Develop  Business  Intelligence      
  • 25. Be  a  BeBer  Client  to  Your  Agencies  Treat  Agencies  as  Partners    Over-­‐Communicate    Drive  Over  Arching  Strategy    Challenge  Each  Other    
  • 26. Agency  Consolida9on?   Agency  Holding  Co’s   Independents  
  • 27. Today,  Everybody  Can  Do  Everything…  
  • 28. Except  They  Can’t!  
  • 29. Marke9ng  and  Procurement  Collabora9on  Align  on  Strategy      Establish  Priori(za(on    Develop  Scorecards    Challenge  Each  Other    Develop  SPM  /  SRM  Criteria    
  • 30. 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  Tophler  
  • 31. Thank You!Jason@agilitico.com @jasonheller