Peacekeeper, Navigator, Student: The Future of the Marketer to 2015

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This is the Executive Summary for Incite's new research whitepaper on the future of the marketer's role.

To download your complete complimentary briefing, go to http://bit.ly/1fI2tsf

The summary gives you an overview of what the whitepaper covers, along with a few charts, and the full introduction.

The briefing itself covers:

* How leading companies are managing complexity to integrate many channels into unique customer experiences

* How to choose the right marketing mix for your business - for better engagement and loyalty

* Change internal organisation and remove silos to build a 'high def' picture of your consumer

* Move at speed: Insight on how to respond faster, make quicker decisions, and deliver a more agile marketing campaign

Based on in-depth discussions with leading CMOs, along with feedback from over 1,000 marketing executives, the briefing contains insight, analysis and best practice to ensure you flourish as a marketer in 2014.

To download your complete complimentary briefing, go to http://bit.ly/1fI2tsf

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Peacekeeper, Navigator, Student: The Future of the Marketer to 2015

  1. 1. EXECUTIVE SUMMARY iNcite PEACEKEEPER, PeackeePer, NAVIGATOR Navigator, STUDENT: StudeNt: The MarkeTer To 2015 Written by Nick Johnson Founder and CEO Incite Marketing and Communications @gnjohnson inciteMC.com
  2. 2. Peacemaker, Navigator, Student: The Marketer to 2015 A letter from Incite’s founder I have spent the last year working closely with senior marketing and communications executives from some of the biggest brands in the world. Right from the initial research my team and I conducted, it became clear that marketing and communications are facing an unprecedented series of challenges. The scale, speed and complexity of marketing’s evolution will leave few aspects of your role untouched. We at Incite see our job as helping you evolve. We do this by pooling insight from the marketing community to find new trends - and new solutions to your problems. We spend months talking directly with C-suite executives from some of the biggest companies in the world. Then we go broader - asking detailed questions of thousands of your peers, in an attempt to find benchmarks you can use, and insights to inform your future strategy. We turn this ‘raw material’ into white papers like this one, into articles available on our website, and into our series of summits, seminars and webinars. This study is designed to help you negotiate a turbulent period. Every part of it - the charts, the quotes, the forecasts - is based on our direct collaboration with you and your peers. I look forward to continuing this collaboration in the year ahead - and mapping a path to a more successful future. Kind regards, Nick Johnson Founder and CEO Incite Marketing and Communications @gnjohnson Join the conversation at inciteMC.com and via @incitemc 2
  3. 3. INTRODUCTION Peacemaker, Navigator, Student: The Marketer to 2015 Things are being transformed quite significantly - [they] are changing and accelerating fast” Marc Speichert, Chief Marketing Officer, L’Oréal USA Marketing and communications are in a state of flux. Both disciplines are facing significant internal and external pressures to evolve. This briefing, the product of many hours of direct conversation with senior marketing executives, and feedback from thousands of brand marketers across the world, is designed to help you navigate a path through a challenging and changing landscape. We’ve divided the briefing into two parts: “I think it’s an exciting time for marketing, things are being transformed quite significantly. “But it means that people need to think differently about what the future looks like, and equip themselves with the right skills. In Part One, we look at how social, mobile and other trends have fundamentally changed the relationship between brand and customer. As all marketers and communicators know, the power to control your brand is no longer exclusively yours. This, and other themes, are evaluated, and we map out the scale of the challenge you face. In Part Two, we look at how one can go about overcoming this challenge. “It’s exciting, because the rise of digital has changed the relationship between the consumer and the marketing person. Those marketing executives need to understand how they can best impact that. And yes, it does mean that there are some things that need to be done differently. We go in depth on how successful marketers are managing the three fundamental aspects of their role: “If there’s not that realisation that things are changing, then maybe in a couple of years you will become obsolete. Because the marketing of tomorrow will not be the marketing of yesterday - things are changing and accelerating fast.” 3. Student: Do everything you can to learn from your customers Marc Speichert, Chief Marketing Officer, L’Oréal USA 1. Peacekeeper: Build collaboration internally and forge strong relationships across multiple departments 2. Navigator: Marketing decisions will impact on many elements of corporate strategy - and marketers need to map a clear path for the business as a whole Using a combination of benchmarks and detailed feedback from peers, we pull together suggestions on what multi-channel should look like in your business; we give you insights on desiloisation and measurement to build a ‘high def’ picture of your customer; and we map out your role in reformatting business operations to be fit for purpose in this turbulent future. Join the conversation at inciteMC.com and via @incitemc 3
  4. 4. INTRODUCTION Peacemaker, Navigator, Student: The Marketer to 2015 2014 is certain to be a year of significant challenges, but also considerable opportunity. Is your function (marketing /communications) facing significant internal and external pressures to evolve? We hope this white paper enables you to overcome your challenges, and leverage your opportunities. Please do let us know your thoughts over at our website - www.incitemc.com 88% YES 12% NO Join the conversation at inciteMC.com and via @incitemc 4
  5. 5. Peacemaker, Navigator, Student: The Marketer to 2015 Download the full white paper at inciteMC.com/whitepaper And you’ll receive INSIGHTS ON THESE KEY TOPICS KEY STATS, TRENDS AND CHARTS 1 1 2 3 4 How leading companies are managing complexity to integrate many channels into unique customer experiences 2 How to choose the right marketing mix for your business – for better engagement and loyalty 3 Change internal organisation and remove silos to build a ‘high def’ picture of your consumer pages of benchmarks, analysis and 30 predictions Detailed insights from several Chief Marketing and Communications Officers 15 charts on key marketing trends in 2014 Feedback from over 1,000 of your marketing peers 4 Move at speed: Insight on how to respond faster, make quicker decisions and deliver a more agile marketing campaign Join the conversation at inciteMC.com and via @incitemc 5

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