Is old marketing dead? How is the marketing function changing for managers and CMOs? What are the challenges they are facing, and what can they do about it?
12. traditional media are dead
most effective b2b lead generation tactics
0%
10%
20%
30%
40%
50%
60%
Email SEO Content
Marketing
Trade
Shows
Social
Media
20. hard(er) times for CMOs?
CEOs will fire CEO first if
growth targets not met
37% Few senior-executive positions will be
subject to as much change over the
next few years as that of the chief
marketing officer.
21. Keeping up with
technology
Managing disruptive
growth
Using customer data
analytics
Effectiveness of digital
media
Attribution of
marketing success
Drive innovation with
customer
Outcome vs.
Product/Service
Being the voice of the
customer
ROI measurement Lack of budget
Every platform is
marketing
Data monetization
Demonstrating
quantitative impact
Working with tech
ecosystems
Overwhelming amount
of data
The changing role of
the CMO
Development of non-
traditional partnerships
Understanding new
technology
Omnichannel dilemma
Lack of cross-
functional support
Differentiating the
CMO role
Managing talent
Managing data and
tech
Wrong team dynamic
Working with agencies
Marketing trends from the experts
22. Keeping up with
technology
Managing disruptive
growth
Using customer data
analytics
Effectiveness of digital
media
Attribution of
marketing success
Drive innovation with
customer
Outcome vs.
Product/Service
Being the voice of the
customer
ROI measurement Lack of budget
Every platform is
marketing
Data monetization
Demonstrating
quantitative impact
Working with tech
ecosystems
Overwhelming amount
of data
The changing role of
the CMO
Development of non-
traditional partnerships
Understanding new
technology
Omnichannel dilemma
Lack of cross-
functional support
Differentiating the
CMO role
Managing talent
Managing data and
tech
Wrong team dynamic
Working with agencies
Marketing trends from the experts
data (4) tech (3) attribution (3) changing role (2) omnichannel (2)
24. technology
channels of
communication
impact on people
impact on
businesses
devices
connectivity
b2c | b2b | c2c
consumers
how we learn
how we buy
1. start w/ Google, Amazon
2. gather more info
3. more third party info
how we are
entertained & educated
new consumer
habits
more media
available
more things to
“worry about”
online leadership
winning ZMOT
content generation &
management
1. omnichannel
omni-challenge
prices, margins
internal conflicts
non-consumers
content generation
brand consistency
taking advantage, but
resisting the temptations
more places that
grab attention
“digital density”
“ubiquitousness”
media channels that
become distribution
channels
(new objectives for the CMO)
generates data,
which can be treated
(individuals use new media as…)
29. caution with the fever
old media still relevant
old decision models still insightful
big data may not be THE solution
new media has its own downsides
41. %
of managers believe they have to gather as
much info as possible from their clients
42.
43. data comes from
different sources
data is normally
unstructured
correlation is
not causation
labor skills
needed are hard
to find and keep
Lambrecht & Tucker, HBR, 2016
47. decisions
who are my best clients?
how to find more like them?
how much are they willing to pay?
what promotions to run, and when?
which product to launch or push?
which marketing tacticts are really working?
…