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131004 m2020 ana total presentation final as presented by msa

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131004 m2020 ana total presentation final as presented by msa

  1. 1. An Introduction
  2. 2. Marketing2020 Partners
  3. 3. 250 CEO, CMO and Agency Vision Interviews
  4. 4. 10,231 marketing participants from 92 countries
  5. 5. 18% 12% 8% 8% 7%6% 41% Media/Communications Business and financial services Consulting Manufacturing Healthcare FMCG Others 18% 33% 48% 1% B2C B2B Both Other 1,064 US Participants 19% 30% 30% 21% Board/EVP/SVP VP/Director Manager Other 63%9% 28% Marketing Communications Others Seniority Industry DisciplineType of Business 5
  6. 6. A lot is changing in the Marketing World
  7. 7. WHAT we do in Marketing is changing beyond recognition
  8. 8. …but HOW we organize looks the same Marketing Organization Chart
  9. 9. The role of Marketing
  10. 10. Global ConsumersPartnersLocal Agencies 10 Marketing structure
  11. 11. Marketing capability
  12. 12. and CMO leadership
  13. 13. ...to drive business growth
  14. 14. NOW: Characteristics of Winning Marketing2020 Brands
  15. 15. At/After Lunch: CMO Round Table: Organizing for Growth
  16. 16. Top Marketing2020 Opportunities & Challenges
  17. 17. Social marketing Purposeful Marketing Collaborating with Consumers Globalization
  18. 18. Opportunity to influence business
  19. 19. Top Marketing2020 Challenges
  20. 20. Infobesity
  21. 21. Privacy risks Organizational silos Doing more with less Touch point consistency
  22. 22. Lack of influence
  23. 23. Ability to stay current
  24. 24. So, What does it take to win?
  25. 25. losers winners 26 Validation
  26. 26. Winning Marketing2020 brand characteristics Big Insights Purposeful Positioning Total Experience
  27. 27. Organizing for growth Big Insights Purposeful Positioning Total Experience
  28. 28. Winning in Marketing2020 Big Insights Purposeful Positioning Total Experience
  29. 29. NOW: Winning Marketing2020 Brand Characteristics Big Insights Purposeful Positioning Total Experience
  30. 30. Big insights Big Insights +30% Big Insights Purposeful Positioning Total Experience
  31. 31. 38 33 45 42 30 35 40 45 50 We have right data and analytics available to measure marketing effectiveness We are able to leverage all data and analytics available to improve our marketing effectiveness Underperform Overperform Big Insights Purposeful Positioning Total Experience
  32. 32. Purposeful Positioning Big Insights Purposeful Positioning Total Experience 6 73 0 10 20 30 40 50 60 70 80 I believe that brands with a clear societal purpose will drive more business growth Disagree Agree
  33. 33. Purposeful Positioning
  34. 34. Purpose based functional benefits Big Insights Purposeful Positioning Total Experience
  35. 35. Purpose based emotional benefits Big Insights Purposeful Positioning Total Experience
  36. 36. Purpose based societal benefits Big Insights Purposeful Positioning Total Experience
  37. 37. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q9 Market share Q11 Lead generation Q13 Marketing efficiency Q14 Net promoter score Q15 Consumer engagement Q16 Revenue growth Q17 Marketing return on investment Q18 Brand health Impact of having a societally purposeful brand (Q3602) on marketing KPIs (current performance versus competition) With purpose Without purpose 38 Purpose drives business growth Advantages to be achieved
  38. 38. Total Experience Big Insights Purposeful Positioning Total Experience
  39. 39. Brand value in a digital world 40 B R E A C H O F P R I VA C Y I N C O N S I S T E N C Y DEPTHValueProposition B R E A D T H# of Touch Points and Experiences © 2013 EffectiveBrands
  40. 40. Nike’s share of experience 0 1 2 3 4 5 6 7 8 9 10 Price of shoe and system Heart rate monitoring Running computer Quality of shoe Brand image, self- identification Tracking runs Motivation to run Integrating music and running Participating in social network Emotional association with running experience QualityofExperience Key Elements of the Customer’s Experience Nike Experience Curves Perspective of the RunnerHigh Low 41
  41. 41.  NIKE VIDEO HERE PLEASE 42
  42. 42. Winning Marketing2020 Brand Characteristics Big Insights Purposeful Positioning Total Experience
  43. 43. Organizing for Growth @marketing2020EB
  44. 44. Now: CMO Round Table: Organizing for Growth Big Insights Purposeful Positioning Total Experience
  45. 45. Connect: Marketing is too important to be left just to marketers 46 Big Insights PurposefulPositioning Total Experience
  46. 46. Seamless total customer experience Big Insights PurposefulPositioning Total Experience
  47. 47. 38% 19% 58% 33% 10% 20% 30% 40% 50% 60% Marketing works closely with the CEO on business strategy Marketing approves large growth-oriented ivestment decisions 2006 2013 Big Insights PurposefulPositioning Total Experience Marketing Influence
  48. 48. Partners for growth
  49. 49. “Marketing works closely with the CEO … 64% 50% 49% 34% 41% 30% 38% 39% 47% 42% 6% 12% 12% 19% 17% CPG Manufacturing Financial Energy &Utilities HealthCare Agree Neither Disagree 50 Marketing’s Influence Big Insights PurposefulPositioning Total Experience
  50. 50. #1 Big Insights PurposefulPositioning Total Experience Business acumen is the license to operate and ticket to influence
  51. 51. 23.6 23.5 23.2 26.8 28.4 34.7 42.0 43.0 45.0 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 50.0 2004 2005 2006 2007 2008 2009 2010 2011 2012 inmonths The CMO tenure Big Insights PurposefulPositioning Total Experience
  52. 52. Big Insights PurposefulPositioning Total Experience Engineer less — Engage more @marketing2020EB
  53. 53. Engage internally 72 43 47 84 60 63 40 50 60 70 80 90 I am proud of my brand’s purpose In our company we ensure that all employees are fully engaged with our brand purpose We continuously engage our consumers and customers around our brand’s purpose Under Perform Overperform Big Insights PurposefulPositioning Total Experience 54
  54. 54. ‘Googliness’ Big Insights PurposefulPositioning Total Experience
  55. 55. Full week training & PDP Big Insights PurposefulPositioning Total Experience
  56. 56. $2,000 ‚Leave Now‛ check Big Insights PurposefulPositioning Total Experience @marketing2020EB
  57. 57. Focus drives growth Big Insights PurposefulPositioning Total Experience
  58. 58. 49% 59% Underperformer Overperformer “Local marketing understands the global strategy” “It’s clear what the strategy is for the brand I’m working on” 59 56% 70% Underperformer Overperformer Understanding the strategy Big Insights PurposefulPositioning Total Experience
  59. 59. ‚I support the global strategy of the brand I am working for - % AGREE‛ EVP VP/MD Manager Other Global 83% 80% 83% 82% Regional 72% 74% 75% 73% Local 66% 64% 63% 56% Big Insights PurposefulPositioning Total Experience Communicate, Communicate …
  60. 60. Big Insights PurposefulPositioning Total Experience Orchestration & Integration
  61. 61. Founder — Chief Experience Officer Big Insights PurposefulPositioning Total Experience
  62. 62. Collaborating more closely with IT, Finance and HR % Always 18 14 3029 26 40 10 15 20 25 30 35 40 45 50 Marketing works closely with IT Marketing works closely with HR Marketing works closely with Finance Under Perform Overperform
  63. 63. SVP Marketing and IT
  64. 64. CMO and Head of HR
  65. 65. Fro m Product Manager Staff Marketing Strategies Manager Staff Advertising Director Staff Market Research Director Staff Promotion Director Staff CMO Public Relations Manager Staff
  66. 66. To Public Relations Manager Product Manager Marketing Strategies Manager Market Research Director Promotion Director CMO Advertising Director
  67. 67. Think Analytics Marketers Feel Engagement Marketers Do Production/Co ntent Marketers New Marketing Roles
  68. 68. Content & creative services Big Insights PurposefulPositioning Total Experience
  69. 69. Big Insights PurposefulPositioning Total Experience 58%
  70. 70. More agencies % that works with more than 5 agencies 33 53 20 25 30 35 40 45 50 55 60 # agencies Under Perform Overperform Big Insights PurposefulPositioning Total Experience
  71. 71. Big Insights PurposefulPositioning Total Experience From Global to Networked
  72. 72. From Local to Communities Big Insights PurposefulPositioning Total Experience
  73. 73. Big Insights PurposefulPositioning Total Experience Building Marketing capabilities drives growth
  74. 74.  Capabilities have the strongest correlation to revenue growth, brand health and MROI Growing marketing excellence 24 26 15 42 52 50 10 20 30 40 50 60 Consumer Understanding & Insights Brand Positioning Brand Strategy Underperform Big Insights PurposefulPositioning Total Experience 75
  75. 75. From Digital Marketing to Marketing in a digital Age
  76. 76. Big Insights PurposefulPositioning Total Experience
  77. 77. Lead by example Big Insights PurposefulPositioning Total Experience
  78. 78. Table: Organizing for Growth Big Insights Purposeful Positioning Total Experience
  79. 79. Panel Discussion info@marketing2020.org
  80. 80. What are you doing to prepare clients and colleagues for this new world order? info@marketing2020.org
  81. 81. How do you move your teams from Big Data to Big Insights? info@marketing2020.org
  82. 82. How do you best engage the CEO … and the rest of the organization? info@marketing2020.org
  83. 83. How different will your marketing organization look 5 years from now? info@marketing2020.org
  84. 84. What are potential traps for CMOs in driving such aggressive change? info@marketing2020.org
  85. 85. What’s Next?
  86. 86. What’s Next? • Marketing2020 CMO Round Tables in NYC, Chicago, LA and Las Vegas (CES) • Benchmarking: Marketing2020 PulseCheck • In-Company M2020 workshops • Brand Purpose Round Tables • Marketing Excellence Round Tables • Organization Round Tables Contact: nprimola@ana.net
  87. 87. What’s Next?
  88. 88. What’s next for YOU? Top Marketing2020 CMO Priorities 1. Lead by example in a digital world 2.Engage the total organization 3.Inspire and empower vs. control 4.Ensure brand consistency throughout 5.Build marketing capability
  89. 89. info@marketing2020. org @marketing2020EB

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