Marketing strategies have changed and adapted to a new normal, where consumers have changed their consuming behaviour and transversality of Marketing within an organization is becoming key to success.

1. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
There
is
no
new
normal
for
Marke1ng
anymore
Elia
Méndez
-­‐
MMA
Spain
20
Octubre
2020

2. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
“The greatest danger in
times of turbulence is not
the turbulence, it is to act
with yesterday’s logic”
Peter Drucker

3. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
World
challenges
that
affect
Marke1ng
today
Pandemia
Economic
recession
Racial
jus1ce
and
equality
Climate
emergency

4. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
Technology
trends
that
affect
Marke1ng
today
Hiper-­‐automa1on
Mul1-­‐experience
technological
democra1za1on
Human
improvement
Traceability
vs
privacy
The
Cloud
Edge
Compu1ng
Decentraliza1on
Autonomous
objects
Cibersecurity

5. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
Beacons
RFID/NFC
Bluetooth
PROXIMITY
SmartTags
mGame
Apps
Web
Mobile
INBOUND
RV/RA
Big
Data
/
IA
Mul:stakeholder
/
Mul:
sector
Privacy
VOICE
Chatbots
Channels
Blockchain
CRM
Social
SMS
/
MMS
MESSAGING
RCS
mCommerce
COMMERCE
Retail
Advergaming
Video
Search
Display
ADVERTISING
Conven:onal
Marktech
/
Programma:c
SENSOR
/
IMMERSIVE
IoT/IoS/IoC
Robó:ca
Wearables
Inmersiva
RV/RA

6. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
Marke1ng
isn’t
just
to
make
products
or
services
appealing,
but
rather
should
be
understood
as
a
holis1c
concept
of
a
market/people-­‐oriented
corporate
management
approach

7. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
46%
of
top
managers
surveyed
believe
that
marketers
will
con:nually
need
new
skills.
In
the
post
covid-­‐19
era,…
digital
skills
(45%),
emo1onal
intelligence
(44%)
and
mastery
of
technological
tools
(43%)
will
be
the
most
valuable
skills.

8. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
Liquid
Value
Chains

9. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
18%
28%
29%
31%
34%
45%
57%
60%
0%
10%
20%
30%
40%
50%
60%
70%
interna:onal
expansion
and
growth
Bet
on
innova:on
and
disrup:ve
technology
Strengthen
internal
controls
to
prevent
irregulari:es
Equip
yourself
with
new
professional
skills
Reinforce
sustainability
New
products
and
services
development
Digital
Transforma:on
Process
Improvement
Business
World
Strategic
priori1es
for
next
12
months
Source:
The
Spanish
company
in
the
face
of
COVID-­‐19
-­‐
KPMG
//
Digitaliza:on
Report
-­‐
Salesforce

10. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
§ Non
optmized
channels
§ Lack
of
a
holis:c
view
of
the
client
towards
the
brand
and
its
services
§ Poor
experiences
§ Lack
of
“engagement”

11. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
We
have
to
break
the
challenge
of
silos

12. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
Marke:ng
task
is
to
ensure
that
the
en1re
company
is
strategically
and
integrally
oriented
toward
the
needs
and
wishes
of
its
exis1ng
and
poten1al
customers
and
aligns
its
range
of
products
and
services
accordingly.

13. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
Marke1ng
being
transversal
is
a
must

14. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
In your company
In companies in general
It’s already
transversal enough
It should be more
transversal
DO YOU THINK MARKETING SHOULD BE MORE TRANSVERSAL?
In your company
In companies in general
It’s totally
transversal
It’s being partially
transversal
It’s being very
little transversal
TO WHAT EXTENT DO YOU CONSIDER THAT MARKETING IS BEING
TRANSVERSAL TODAY?
Source:
Spain
Marke:ng
Associa:on
-­‐
Study
"The
transversality
of
the
marke:ng
func:on”
-­‐
2020

15. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
How
is
the
Marke1ng
area
related
to
each
of
the
other
company
func1ons
or
areas
of
ac1vi1es?
HUMAN
RESOURCES
SALES FINANCE COMMUNICATION OPERATIONS
PRODUCTION
I + D QUALITY PURCHASING
IT IS INTHE MARKETING AREA
THEY INCLUDE MARKETING
MARKETING COLLABORATE
VERY INTENSELY
MARKETING COLLABORATES IN A MORE
OR LESS IMPORTANT MEASURE
MARKETING COLLABORATESTO AVERY
LIMITED EXTENT
THERE IS NO COLLABORATION AT ALL
IT
SPAIN

16. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
§ "Marke:ng
as
a
key
strategic
area
in
all
areas
of
the
company”
§ "Marke:ng
is
a
strategy
that
should
be
part
of
the
company's
master
plan”
§ "Marke:ng
is
not
a
department,
it
is
a
way
of
dealing
with
all
issues
taking
the
market
as
the
core,
since
the
market
is
the
key
relevant
player
in
everything
that
happens
in
the
company”
§ ”Marke:ng
focuses
on
adding
value,
something
necessary
throughout
the
organiza:on”
§ "It
is
the
lever
of
the
company's
strategy,
that
is
why
it
must
comes
from
the
top
Cx
of
the
company”
§ "Marke:ng
is
the
area
with
the
most
complete
vision
of
a
company”
§ "Marke:ng
is
to
put
into
value
the
company's
brand
and
everything
and
whatever
the
company
does
contribute
to
that
value”
§ "More
strategic
vision,
less
short-­‐termism”
§ "Marke:ng
must
have
a
comprehensive
vision
of
the
business"
42,7%
Have
a
greater
strategic
vision
and
a
holis1c
perspec1ve
Transversality
allows
companies
to…
Source:
Spain
Marke:ng
Associa:on
-­‐
Study
"The
transversality
of
the
marke:ng
func:on”
-­‐
2020
SPAIN

17. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
34,8%
To
focus
on
the
consumer
and
the
market
(Customer
Centric)
§ "Put
the
customer
at
the
center
of
the
strategy”
§ "Involving
other
areas
helps
to
beker
understand
the
client,
the
market
and
society”
§ "It
is
essen:al
to
incorporate
the
consumer's
vision
throughout
the
organiza:on”
§ "Focus
on
customer
experience
globally”
§ "Effec:veness
in
connec:ng
with
people”
§ "The
company
must
be
focused
on
the
market”
§ "Marke:ng
pivots
on
the
market
and
the
customer
and
the
en:re
company
should
do
so”
§ "Consumer
vision
in
all
areas"
Transversality
allows
companies
to…
Source:
Spain
Marke:ng
Associa:on
-­‐
Study
"The
transversality
of
the
marke:ng
func:on”
-­‐
2020
SPAIN

18. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
31,7%
Effec1veness,
efficiency,
op1miza1on
of
resources
§ "Contributes
to
the
growth
of
the
company”
§ "It
improves
the
quality
of
the
service
offered”
§ "Op:miza:on
of
efforts
and
resources”
§ "Improved
results”
§ “Profitable
investments”
§ “Produc:vity”
§ ”The
en:re
company
working
to
achieve
common
objec:ves
and
thus
gain
efficiency"
Transversality
allows
companies
to…
Source:
Spain
Marke:ng
Associa:on
-­‐
Study
"The
transversality
of
the
marke:ng
func:on”
-­‐
2020
SPAIN

19. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
26,8%
Strategic
alignment
and
search
for
synergies
and
coherence
§ "Align
all
the
company's
resources
in
the
same
direc:on”
§ "A
common
discourse
is
achieved
throughout
the
company”
§ "Synergies
between
areas”
§ “
One
focus”
§ “To
align
with
the
corporate
global
strategy”
§ “Unify
brand
equity
"
§ "Coordinate
the
ac:ons
of
all
departments
with
the
same
objec:ve"
Transversality
allows
companies
to…
Source:
Spain
Marke:ng
Associa:on
-­‐
Study
"The
transversality
of
the
marke:ng
func:on”
-­‐
2020
SPAIN

20. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
Realis1c
and
effec1ve
ways
to
improve
the
transversality
of
marke1ng
A CEO coming from Marketing or with extensive knowledge in the field
A less hierarchical structure
MORE REALISTIC AND EFFECTIVE WAYS TO IMPROVE THE TRANSVERSALITY OF MARKETING
Promote the transmission of knowledge between the different
departments
Rotation of people between different departments
A marketing committee with participation from other departments of
the company
Processes in which the information about the marketing objectives and
actions flows so that there is more alignment
Source:
Spain
Marke:ng
Associa:on
-­‐
Study
"The
transversality
of
the
marke:ng
func:on”
-­‐
2020

21. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
Func1ons/areas
of
ac1vity
that
would
improve
the
most
with
a
greater
transversality
of
marke1ng
STRATEGIC PLANNING
INNOVATION + DEVELOPMENT
SALES
TECHNOLOGY / DIGITALTRANSFORMATION
COMMUNICATION
GENERAL MANAGEMENT
PRODUCTION / OPERATIONS
HUMAN RESOURCES
QUALITY MANAGEMENT
PURCHASING
FINNANCE
Source:
Spain
Marke:ng
Associa:on
-­‐
Study
"The
transversality
of
the
marke:ng
func:on”
-­‐
2020

22. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
Professional
profiles
that
should
be
incorporated
to
the
Marke1ng
area
to
enhance
transversality
IT PROFESSIONALS
STATISTIC PROF
ENGINEERS
PSYCHOLOGISTS
SOCIOLOGISTS
COMMUNICATORS
FINANCIAL
OTHERS
Source:
Spain
Marke:ng
Associa:on
-­‐
Study
"The
transversality
of
the
marke:ng
func:on”
-­‐
2020

23. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
The
New
CMO
SPAIN

24. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
From
Chief
Marke1ng
Officer
To
Chief
Customer
Officer
SPAIN

25. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
From
Chief
Marke1ng
Officer
To
Chief
Customer
Officer
Source:
DMEXCO
2020
-­‐
Milko
Malev
CMOs
are
becoming
an
endangered
species:
in
many
companies
they
are
either
being
axed
or
renamed.
In
order
to
hold
their
ground,
CMOs
must
take
on
a
new
role
and
develop
a
new
understanding
of
themselves.
SPAIN

26. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
From
Chief
Marke1ng
Officer
To
Chief
Customer
Officer
A
CMO
is
responsible
for
mastering
the
change
process,
which
involves
moving
away
from
product
centricity
and
toward
user
centricity
and
a
user-­‐
centric
organizaCon
within
the
company.
Source:
DMEXCO
2020
-­‐
Milko
Malev
SPAIN

27. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
Source:
DMEXCO
2020
-­‐
Milko
Malev
BEHAVIOURS ARE
CHANGING
CONSUMERS ARE now
HYPER-ENGAGED
ACROSS THE GLOBE HUNGRY, BRIGHT
PEOPLE & STARTUPS ARE HACKING THE
STATUS QUO
TRANSFORMING
PRICING MODELS
DEVELOPING
DISRUPTIVE
INNOVATIONS
CREATING NEW BUSINESS MODELS
Data
is
the
protagonist

28. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
CMO’s
tradi,onal
skills
are
no
longer
in
demand.
Source:
DMEXCO
2020
-­‐
Milko
Malev
Facts
based
on
reliable
data
that
proves
the
effec,veness
of
measures.
BEHAVIOURS ARE
CHANGING
CONSUMERS ARE now
HYPER-ENGAGED
ACROSS THE GLOBE HUNGRY, BRIGHT
PEOPLE & STARTUPS ARE HACKING THE
STATUS QUO
TRANSFORMING
PRICING MODELS
DEVELOPING
DISRUPTIVE
INNOVATIONS
CREATING NEW BUSINESS MODELS

29. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
A
disrup1ve
CMO
transforms
their
organiza1ons
in
3
broad
categories
Reinven1ng
for
the
now
and
the
new.
Taking
the
reins
of
innova:on
and
disrup:ve
growth.
Rejec1ng
a
broken
Marke1ng
culture
Challenging
conven:onal
wisdom
and
the
status
quo.
Rewiring
opera1ng
models
for
growth.
Unlocking
value
by
driving
collabora:on.
Source:
Accenture
-­‐
way
beyond
Marke:ng

30. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
Source:
Accenture
-­‐
way
beyond
Marke:ng
New
Roles

31. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore
The role of the CMOs
rises again
Marke&ng has emerged as
the nerve centre of a
brand’s pandemic
response.
Purpose matters
Brands
seen
to
be
stalling
or
ac:ng
in
their
own
corporate
interest
will
be
called
out,
and
suffer
the
financial
and
moral
consequences.
Condensing
marketing processes
Building
real-­‐:me
data
dashboards,
re-­‐
formula:ng
brand
strategies
and
slashing
internal
red
tape
to
move
faster
E-commerce platforms
attracting investment
E-­‐commerce
sites
are
increasingly
serving
as
adver:sing
plaporms,
and
fulfil
a
similar
purpose
as
in-­‐store
messaging
in
brick-­‐and-­‐mortar
outlets
A renewed focus on brand experience
Health
and
safety
has
emerged
as
a
key
differen:ator
of
brand
experience
in
the
COVID-­‐19
era
and
brands
are
adap:ng
to
offer
consumers
peace
of
mind.
Now
it’s
1me
to
leap
on
consumer
behaviour
changes
Source:
WARC
-­‐
Five
more
COVID-­‐19
marke:ng
trends
for
‘the
new
normal’
of
constant
change

32. SPAIN
Elia
Méndez
-­‐
MD
MMA
Spain
-­‐
There
is
no
new
normal
for
Marke:ng
anymore
-­‐
October
2020
There
is
no
new
normal
for
Marke1ng
anymore