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The not-so-distant future of marketing


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Marketers have seen their jobs transformed over the past ten years. The transformation is happening again — but faster this time. According to The Economist Intelligence Unit's survey of 478 high-level marketing executives worldwide, sponsored by Marketo, more than 80% say they need to restructure marketing to better support the business. And 29% believe the need for change is urgent.

Published in: Marketing

The not-so-distant future of marketing

  1. The not-so- distant future of marketing.
  2. In the beginning, there was the marketing funnel…
  3. …Now there’s the always-on consumer-led economy.
  4. Be bold.
  5. Marketing expenditures now total $1 trillion globally *Source: McKinsey & Co. Three out of four CEOs agree: marketers “are always asking for more money, but can rarely explain how much incremental business this money will generate.*”
  6. Our Study Six marketing visionaries: • Seth Godin, author • John Hagel, Deloitte Center for the Edge • Gavin Heaton, the Disruptor’s Handbook • Aditya Joshi, Bain • Marc Mathieu, Unilever • Jim Stengel, former CMO of P&G A global survey: 478 CMOs and senior marketing executives • 33% North America • 30% Europe • 29% Asia-Pacific • 9% Latin America & Africa 52% with revenues of over $500 million, 20% with revenues higher than $5 billion
  7. 29% say the need for change is urgent. More than 80% of marketing executives worldwide say they need to restructure marketing.
  8. Be bold. Marketers point to fiveareas of dramatic change.
  9. Be bold. Marketers point to six areasof dramatic change. 1. From cost center to revenue source 80% of companies will classify marketing as a revenue driver in 3-5 years.
  10. 2. Lead the customer experience 75%of marketers say they will be responsible for the customer experience in 3-5 years.
  11. 3. A shift in customer engagement 78% relate engagement to sales 22% related engagement to brand* *These are the marketers least likely to think that marketing needs to change.
  12. EBAY E-TRADE READINESS INDEX 12 4. Marketers need to retool first Top skills in demand: • Digital engagement • Marketing operations & technology • Strategy and planning
  13. 13 5. Digital anddata dominate investment 75% of investments focused on reaching customers through social, mobile and e-mail. 25% focused on analytics to knit together data from different channels.
  14. Remember to be human And a sixth Don’t forget to be human. And I’ll throw in a sixth
  15. The survey was conducted with the Economist Intelligence Unit’s Opinion Leaders Panel, made up of more than 100,000 global executives. Read the full report here
  16. VIDEO CONTENT ADVOCACY ADVERTISING EVENTS RESEARCH Jeff Pundyk VP Content Solutions and Strategy @jpundyk