The document outlines five key global marketing megatrends identified by Frank Days in 2016: the dominance of mobile and social media, the critical role of content in marketing, the necessity for better omnichannel experiences, the impact of affordable computing power on data utilization, and the shift towards agile marketing management models. It emphasizes the increasing importance of mobile devices and online consumer behavior, as well as the need for marketers to adapt to rapidly changing technological landscapes. Additionally, it highlights how traditional marketing strategies are evolving to incorporate more agile practices.

1. Five Global Marketing “Megatrends”
Frank Days
Global Trade Day
May 25, 2016

2. The World Has Changed

3. Small Number of Options

4. Shifting Technology Landscape

5. As a B2B Marketer

6. What are today’s “megatrends”?

7. 1. Mobile and social rule (duh)

8. Mobile and social are everywhere

10. Mobile today
Nine out of 10 (92%) of U.S. consumers have mobile devices
-BIA/Kelsey, 2106
Americans spent $838 million online via mobile devices on
Cyber Monday 2015, up 53% year over year.
-comScore
Total activity on smartphones and tablets accounts for over
60% of internet usage.
-comScore

11. Design for mobile

12. Conversation is beyond your control

13. Moving faster with less control…

14. 2. Content is driving marketing

15. Great content fragmentation

17. Much is on demand

18. B2B Buyers
60%+ of buyers process
happens before sales
gets involved
- Corporate Executive Board 2011

19. Building around content
19
Case
Studies
AWARENESS CONSIDERATION DECISION
Awareness
Building
Interested in
Product
Researching
Vendors
Evaluating
Solutions
External
Validation
Negotiation &
Purchase
Training &
Implementation
Buyers
Guides
Webinars
Ebooks/
White
Papers
Guest Blog
Posts
Blog Posts
Press
Releases &
Coverage
Bylined
Articles
Vendor
Lists
Info-
graphics
Demos /
Download
Short Stack
Newsletter
Emails:
Nurturing
ROI Model /
Calculator
Testi-
monials
Explainer
Video
Info-
graphics
Analyst
Reports
White
Papers
Solution
Brief
Downloads
Analyst
Reports
Ebook
Key
Existing Asset
High Priority New
Med Priority New
Low Priority New
Datasheets
Datasheet
Datasheets
Nurturing
Emails
Knowledge
Base

20. Surrendering control to user generated

21. Social or Advertising?

22. 3. Better omni-channel experiences

23. Omni-channel experience
• More touchpoints
• Expect consistency
• Across all channels
Source: www.linkedin.com

25. Used to be….
vs.
You Your competition

26. Now it is…
vs.
You World class experiences

27. 4. Cheap plentiful computing power

28. Big data is real and now….
Source: www.channelweb.co.uk

29. Cloud computing = Infinite, low cost compute

30. Deeper location-based targeting

31. 2 secondsLF/SF DRTV Spot
Video
Banner
Banner
Real-time retargeting

32. C1
C1 Topic

33. New connections between products

34. 5. Changing management models

35. Marketing is a technology biz now

36. Demos & Videos
Downloads
My marketing machine…
Site Traffic
‘Actions’ on Site
Leads
Search Engines
SEO & PPC
Automation CRM Sales
Prospect
Email

37. Looks more like tech development

38. The marketing plan is doesn’t work…

39. Agile marketing is a high-communication, low
documentation, rapid iteration process designed to
provide more frequent, more relevant and highly
measurable marketing programs
- IDC, Agile Principles and Practices, 2010

40. Adapted from software development
Highlights:
- Embraces uncertainty
- Transparent
- Adaptive
- Empowering
- Customer-centric

42. Wrike: State of Agile Marketing in 2016

43. Wrike: State of Agile Marketing in 2016

44. Wrike: State of Agile Marketing in 2016

45. More about Agile Marketing
• Agile marketing case studies
• With leading brands
• Find on iTunes

46. Five Megatrends
1. Mobile and social rule
2. Content is driving marketing
3. Better omnichannel experiences
4. Cheap, plentiful computing power
5. Changing management models

47. Speaker
Frank Days
Tech Marketing CMO
Agile Marketing Pioneer
Host Marketing Agility podcast
www.agilemarketingblog.com