In August 2013, we interviewed Professor Malcolm McDonald about his views on the current and future state of marketing.

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September 2013
The future of marketing
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In August 2013, writer and journalist Sean Fleming interviewed Professor
Malcolm McDonald, Emeritus Professor at Cranfield School of Management to
find out his views of the current state of marketing and its future role in
business.
These slides highlights some memorable excerpts from the interview.
The full videos can be found at
www.chooseportal.com/thinking/insight/blog/the-future-of-marketing

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Marketing beyond the growth economy
Marketing’s biggest challenges

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The perception of marketing within the business
Referring to a Deloitte report, “Marketing in 3D”, Professor McDonald quotes:
“The historic rift between marketers and the finance department caused by marketing's reluctance
to be accountable for what they do is as marked as ever, tense relations between CFOs & CMOs are
dividing boardrooms over the value of marketing.
Marketers have constantly hidden behind a fog of measures that are based purely on tactical
marketing activity rather than those that are relevant to the boardrooms and the city.”
Source: http://oxlearn.com/admin/uploaded/course_Files/45_Marketing%20in%20the%20Board%20Room.pdf
Source: Deloitte, Marketing in 3D http://www.deloitte.com/assets/Dcom-Sweden/Local%20Assets/Documents/se_marketing_in_3d_060208.pdf

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What are marketers missing?
Everything must
start with a clear
and sound business
strategy
Everything must
start with a clear
and sound business
strategy
Then you must have a sound
value proposition. What makes
you stand out? Companies talk
about having a value proposition
but only 5% of UK businesses
actually have one
Then you must have a sound
value proposition. What makes
you stand out? Companies talk
about having a value proposition
but only 5% of UK businesses
actually have one
Before you contemplate a social media strategy
or a communications strategy, you need to have
completed needs-based segmentation and have a
deep understanding of how your market works
and where you fit in that market
Before you contemplate a social media strategy
or a communications strategy, you need to have
completed needs-based segmentation and have a
deep understanding of how your market works
and where you fit in that market

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Marketing strategy trumps marketing technology
• Consumers are over-communicated to and a vast amount of marketing budgets are wasted on
communications that are not targeted and effective
• Although marketing automation, CRM, big data are fantastic technology considerations – unless
the ground work has been done on truly understanding your marketing, your offering in that
market and your differentiators, any tactical communications activities will be wasted

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Describe the Marketing Director of today

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About Portal
Portal specialises in information management and analytics, social business and mobile solutions.
Our team of experts have enabled marketers at some of the world's largest brands to develop
deeper customer insights and build more effective strategies. If you'd like to talk to one of our
experts then just get in touch at hello@chooseportal.com