Market Forces and Trends For Digital Marketing Procurement

•

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Keynote presentation at Procurecon Nov 14, 2012. Covers the major trends affecting the roles of marketing procurement, and the organizational preparedness required to maximize the relationship between marketing, procurement and agencies.

State of The Union:
Market Forces and Trends
For Digital Marketing
Procurement
Nov 14, 2012

Compe9ng
in
The
ABen9on
Economy

A%en(on

Content,
Media,
Informa(on,
Noise

6

Global
Markets
Are
Gaining
Digital
Strength

China

US

513
mm

245
mm

Consumers
Are
Connected

117
mm

38%
of
US

Digital
25%
of
US
adults
households
have
a

mobile

ubiquity
own
a
tablet
connected
device

internet

visitors

8

Consumers
Are
Empowered

23%
of
US

Internet
2.65
Billion

Consump9on
Shares
Daily

Sources:
Nielsen,
Add
This

Consumers
Are
Connected
and
Empowered

Omnichannel
Reali,es

An
Algorithms
Here,
An
Algorithm
There…

Here
an
Algorithm,
There
An
Algorithm
…

ABribu9on
Challenges
and
Solu9ons

Challenges:

Insuﬃcient
Data

Dura(on
of
Buying
Cycle

Not
Absolute

Drink
From
The
Big
Data
Fire
Hose

17

Characteris9cs
of
The
Marketer
of
The
Future

Accountability
Agility

Adaptability
Produc(vity

Flexibility
Innova(on

New
Org
Requirements

Culture

Org
Structure
Talent

Processes
Capabili9es

New
Process
Requirements

Strategic

Planning
Itera9on

Procurement

Ac9onable

Insights

Shared

Learning

Formalized

Collabora9on

Iden9fy
and
Eliminate
Bad
Habits

Iner(a
Fear

Execu(on
Without

Legacy
Thinking

Strategy

Complacency
Lack
of

Collabora(on

Develop
Talent
and
Capabili9es

Enable
The
Next
Wave
of
Customer
Engagement

Maximize
Digital
Investments

Formalize
Priori(za(on

Commit
to
Training
and
Development

Become
a
Master
of
Modeling

Seek
The
Truth

Embrace
Direc(onal
vs
Absolute

Measurement

Develop
Business
Intelligence

Be
a
BeBer
Client
to
Your
Agencies

Treat
Agencies
as
Partners

Over-‐Communicate

Drive
Over
Arching
Strategy

Challenge
Each
Other

Agency
Consolida9on?

Agency
Holding
Co’s
Independents

Marke9ng
and
Procurement
Collabora9on

Align
on
Strategy

Establish
Priori(za(on

Develop
Scorecards

Challenge
Each
Other

Develop
SPM
/
SRM
Criteria

The
illiterate
of
the
future
will
not
be

the
person
who
cannot
read.
It
will
be

the
person
who
does
not
know
how

to
learn,
unlearn
and
relearn.

-‐
Alvin
Tophler

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Jason@agilitico.com

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Market Forces and Trends For Digital Marketing Procurement

1. State of The Union: Market Forces and Trends For Digital Marketing Procurement Nov 14, 2012

2. JUST OVER TEN YEARS AGO…

4. JUST OVER FIVE YEARS AGO…

5. Media Con9nues to Fragment 5

6. Compe9ng in The ABen9on Economy A%en(on Content, Media, Informa(on, Noise 6

7. Global Markets Are Gaining Digital Strength China US 513 mm 245 mm

8. Consumers Are Connected 117 mm 38% of US Digital 25% of US adults households have a mobile ubiquity own a tablet connected device internet visitors 8

9. Consumers Are Empowered 23% of US Internet 2.65 Billion Consump9on Shares Daily Sources: Nielsen, Add This

10. Consumers Are Connected and Empowered Omnichannel Reali,es

11.

12.

13.

14. Agencies’ Evolving Roles

15. An Algorithms Here, An Algorithm There… Here an Algorithm, There An Algorithm …

16. Embrace Your Inner Geek 16

17. ABribu9on Challenges and Solu9ons Challenges: Insuﬃcient Data Dura(on of Buying Cycle Not Absolute Drink From The Big Data Fire Hose 17

18. 18

19. It’s Ok to Get Frustrated Some9mes

20. From What Do We Want to Make The Consumer Feel & Think About Our Brand?

21. To How Can Our Brand Meet Consumers’ Expecta(ons, Needs and Desires?

22. Characteris9cs of The Marketer of The Future Accountability Agility Adaptability Produc(vity Flexibility Innova(on

23. Agents of Change

24. New Org Requirements Culture Org Structure Talent Processes Capabili9es

25. New Process Requirements Strategic Planning Itera9on Procurement Ac9onable Insights Shared Learning Formalized Collabora9on

26. Iden9fy and Eliminate Bad Habits Iner(a Fear Execu(on Without Legacy Thinking Strategy Complacency Lack of Collabora(on

27. Develop Talent and Capabili9es Enable The Next Wave of Customer Engagement Maximize Digital Investments Formalize Priori(za(on Commit to Training and Development

28. Become a Master of Modeling Seek The Truth Embrace Direc(onal vs Absolute Measurement Develop Business Intelligence

29. Be a BeBer Client to Your Agencies Treat Agencies as Partners Over-‐Communicate Drive Over Arching Strategy Challenge Each Other

30. Agency Consolida9on? Agency Holding Co’s Independents

31.

32. Today, Everybody Can Do Everything…

33. Except They Can’t!

34. Marke9ng and Procurement Collabora9on Align on Strategy Establish Priori(za(on Develop Scorecards Challenge Each Other Develop SPM / SRM Criteria

35.

36. The illiterate of the future will not be the person who cannot read. It will be the person who does not know how to learn, unlearn and relearn. -‐ Alvin Tophler

37. Thank You! Jason@agilitico.com @jasonheller

Market Forces and Trends For Digital Marketing Procurement

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