The World Has ChangedIntegrated Marketing in a Mobile WorldMilja GillespieMarch 21, 2013
The world has changed.
About Me18 years in high tech marketing                                                                                   ...
My job is mobile, my life is mobile                                    12:00pm               9:00am               mBanking...
The world has changed.
Technology has changed behavior Digitally connected                     Socially Networked                        Better I...
Mobile devices never leave our side•   272% growth in average time per day spent using a    mobile device (non-talk time) ...
As a result, the world of the marketer haschanged   • Technology has fundamentally changed how     information is consumed...
Identifying a segment of one               PAST     Structured DataInternal Systems of Record                  Past Activi...
Identifying a segment of one               PAST                      CURRENT     Structured Data                Contextual...
Marketing is becoming more strategic to thecompanyRepresent the voice of the market Listen to customers, analysts, social ...
Bridging the gap  It is gets harder the bigger your organization gets    • 100 person company – it’s easy since its all up...
What should you do?  Know where you fit in your network of knowledge  Interact with people across the organization – be  f...
QUESTIONS?@miljagillespiemilja.gillespie@sap.com
Georgetown University Guest Lecture
Upcoming SlideShare
Loading in …5
×

Georgetown University Guest Lecture

499 views

Published on

I had the honor of guest lecturing at Georgetown University in an Integrated Marketing MBA class. This presentation highlights some of the topics discussed in the class, specifically on how the world has changed and today's marketer needs to rethink how to approach marketing.

Published in: Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
499
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Georgetown University Guest Lecture

  1. 1. The World Has ChangedIntegrated Marketing in a Mobile WorldMilja GillespieMarch 21, 2013
  2. 2. The world has changed.
  3. 3. About Me18 years in high tech marketing 2011 Joined SAP, 1999-2005 mobility thought Technical product leadership & mktg, strategic strategy, regional alliances, events demand gen. 1997 and vertical markets 1995 Joined Sybase asFirst job at an internet a co-op Student startup in tech support, first tradeshow 2013 Back to Technical Solution Marketing 1999 2005 – 2012 3 weeks ago… 1996 Graduated 2001 PR/AR, product University of marketing, customer Employee #80 at Waterloo, 2003 reference marketing Research In Motion Bachelor of (and first hand Mathematics, 2007 model!) Business Had a few Information kids… Systems
  4. 4. My job is mobile, my life is mobile 12:00pm 9:00am mBanking, Deliver Conference seminar, call, email social media principal 2:00pm 8:00am Update CRM, look atPrepare for lead funnel seminar, research audience 4:00pm HR Approvals, 7:00am Expense Reports, Travel to seminar book dinner venue, take photo reservation, etc of the White House, use Waze 6:00am 6:00pm Review status of leads, Pipeline analysis Twitter, review meetings
  5. 5. The world has changed.
  6. 6. Technology has changed behavior Digitally connected Socially Networked Better Informed Company Employees Customers  Employees become marketers  Seek and listen to feedback of (but they don’t know it!) others  They act in the moment  Their chain of trust is now a web of  Broadcast opinions to the trust masses  They are highly influenced by a  You’ve lost control of the brand! larger circle
  7. 7. Mobile devices never leave our side• 272% growth in average time per day spent using a mobile device (non-talk time) from 2009-2012 1• 80% of people don’t leave home without their mobile device 2• Even when not being used, we keep them close by3… • 50% have slept next to phone to not miss call/alerts/texts during night • 67% Check for messages even when didn’t ring 1. eMarketer, Oct. 2012 2. Our Mobile Planet: United States, Google Ipsos OTX MediaCT, US, May 2012 3. PewResearchCenter, “The Best (and Worst) of Mobile Connectivity,” November 30, 2012.
  8. 8. As a result, the world of the marketer haschanged • Technology has fundamentally changed how information is consumed; We live in a streaming society • New mechanisms to reach your customers: Social media, SEO, SEM, etc. • You need to be more conscious of how you manage your online brand. • Stronger need for pull marketing: You need to be where your customers are
  9. 9. Identifying a segment of one PAST Structured DataInternal Systems of Record Past Activity Customer (search, call, Profile etc.) Loyalty Past Program Transactions Unstructured Data External Sources
  10. 10. Identifying a segment of one PAST CURRENT Structured Data Contextual IndicatorsInternal Systems of Record • Location Past Activity Customer • Time of day (search, call, Profile • Day of week etc.) • Season • Location Real-time • Search • Purchase intent Consumer Loyalty Past Program Transactions • and more… Insight Unstructured Data External Sources
  11. 11. Marketing is becoming more strategic to thecompanyRepresent the voice of the market Listen to customers, analysts, social media and search channelsChampion of the overall experience People’s experience with brands is fragmentedBrand stewards Marketers don’t own the brand any more. Work with internal groups to humanize the brand & influence how others use the brandObserve & React Use customer, market, and social data together, to be able to observe and reactBe an integrator and force multiplier across the company Rise above silos and think holistically. Need to integrate messages and insights across business units, geographies, and functional groups Think beyond marketing
  12. 12. Bridging the gap It is gets harder the bigger your organization gets • 100 person company – it’s easy since its all up to you • 4000 person company – its easy, but your reach is probably limited and your resources are stretched • 70,000 person company – it becomes very hard to influence 1000+ marketers and 70,000+ employees Communication is key How do you influence the people in your organization who don’t even know they are marketers?
  13. 13. What should you do? Know where you fit in your network of knowledge Interact with people across the organization – be friends with developers, support team, executives, sales. Be active in social media Gain the trust of everyone in your organization – be a “go-to person”. Seek to become a thought leader. Understand your marketing and non-marketing stakeholders Communication and navigation are critical
  14. 14. QUESTIONS?@miljagillespiemilja.gillespie@sap.com

×