This was presented at the XII Product Camp Austin Unconference on Feb 15, 2014. This was intended to start a conversation on where/which direction we believe Marketing was evolving and the necessary skills to develop so Marketeers can be successful in their roles.
2. The Modern Marketeer
Agenda
What, exactly, is Marketing?
Traditional vs. Modern Marketing
The 5 Principles of Modern Marketing
Meta-Trends in Marketing
7 Essential Survival Skills
Skills Scorecard
C.K. Kumar
4. The Modern Marketeer
Some Key Definitions
Marketing
Origin unknown. Purpose unknown. States the
obvious, accepts all credit, rejects all blame
Dictionary
C.K. Kumar
- Urban
5. The Modern Marketeer
Traditional vs. Modern Marketing
Traditional
Modern
Marketers / Advertisers do it
Everyone does it
Focused on how company kicks ass
Focused on how user kicks ass
Marketers have the power
Users have the power
Advertising
Evangelizing
Company-created content
User-created content
One-size fits all
Personalized & tailored
Bulls%*#
Authenticity
Development often independent from
marketing
Impossible to separate development and
marketing
Focus on Branding
Focus on passionate users
Get customer to believe in it
You believe in it
C.K. Kumar
Borrowed from Kathy Sierra – Creating Passionate Users Blogger
6. Principles of Modern Marketing
C.K. Kumar
The Modern Marketeer
Loosely based on Eloqua’s Modern Marketing Tenets
7. The Modern Marketeer
Modern Marketing – Meta Trends
Traditional Digital
Silos Converged
Art + Copy Code + Data
Rigid Agile
C.K. Kumar
Scott Brinker – ChiefMartec.com
9. The Modern Marketeer
Key Survival Skill – Tech Savvy
Technology is your
Competitive Advantage
Competitor / Substitute
Automate everywhere you can
Channels
Operations
Understand Marketing Work-Flows
Be Domain-aware, not expert
C.K. Kumar
10. The Modern Marketeer
Key Survival Skill – Analytics
Data Driven Action
Ask key questions before getting data
Useful, relevant data
Marketing Automation
Cross-functional, Cross-Channel
Data Velocity, Variety and Volume
Data Visualization
Translation of Data Tangible Actions
C.K. Kumar
11. The Modern Marketeer
Key Survival Skill – Empathy
Listen to your
Customers – They are everywhere
Stakeholders – know who they are
React
Validate with data
Small steps with feedback
C.K. Kumar
12. The Modern Marketeer
Skills Scorecard
Broad Skills
Specific
Current
Success
Positioning
Time
Resources
6 Mos
Al Ries
3 Mos
New Project
Basic Mktg. Channel
Tech - Savvy
Learning
Ad Metrics
Analytics Business Intel.
2
Adaptive
Publish Weekly Blog
Empathy
1 2 3 4 5
C.K. Kumar
4
13. Key Takeaways
The Modern Marketeer
“Modern” today; outdated in 36 months
Needs / aspirations don’t change, how they are being
met change
Be curious – Be a student
Don’t be intimidated – You are not inventing it
Be Empathetic – A good Marketer, A better Human
C.K. Kumar
Marketeer - rhymes with Rocketeer, Racketeer, Buccaneer, etc. The role of Marketing in today's dynamic business environment has become paradoxically more generic yet specific. And the skills required of the Modern Marketeer is similar to that of a modern day Renaissance Man. So, what should you know about Inbound Marketing that will save your company and your job? Or How comfortable should you be on various Data Analytics platforms? What should you know about SEO for your website or about understanding your on(off)line Customer Sentiment? What skills do you need to thrive and succeed as a Marketeer today? And what skills should you be acquiring so you can still be relevant and useful just 36 months from now? Attend this lively session to learn, discuss and debate these (at least) 7 essential skills that would help you succeed in being a terrific Modern Marketeer.The perfect woman would be a maid in the living room, a cook in the kitchen and a courtesan in the bedroom. She turned out to be a Courtesan in the Living room, a maid in the kitchen and a cook in the bedroom.
Before we jump headlong into this, here are some important definitions to keep in mind for a pop-quiz:Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.