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Why Marketers Will Rule the World
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Over the last few months, I've been asked to speak more and more about the emerging strategic role of marketing, particularly as it relates to technology, something I first started to explore in 2012. The explosion of customer data provided by social and digital have put extreme power in the hands of marketers, if only we'll learn how to wield it (this recent article in Harvard Business Review outlines the enormous opportunity for marketers as other parts of the business start to slow in their ability to deliver value). We're entering a new era of big data, automation and the ability to drive business strategy by delivering real-time access to the voice of the customer. Is your team is ready to let go of decisions made based solely on "gut feel" (though you shouldn't entirely, for our brains are the most advanced supercomputers on the planet) and get ready for the Chief Marketing Technologist, who's much more of a "quant" than a "qual"? Savvy, forward-thinking marketing leaders who "get it" can position themselves to deliver enormous business value and take a seat at the big table if they can figure this stuff out - fast.
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Why Marketers Will Rule the World
- WHY MARKETERS WILL RULE THE WORLD Maggie Fox SVP, Digital Marketing @maggiefox
- AGENDA Where we are Where you’re losing out Your opportunity Skillsets and your changing team Where you want to get to
- WHERE WE ARE CMO tenure has shifted from 23 months in 2006 to 45 months in 2013
- WHERE WE ARE By 2017, Gartner says CMOs will be spending more on tech than CIOs
- WHERE YOU’RE LOSING OUT • • • • 59% don't specify marketing technology 45% don't recommend marketing technology 46% don't select marketing technology 15% DON'T HAVE ANY SAY AT ALL
- “I.T. IS EVERYWHERE”
- WHERE YOU’RE LOSING OUT 93% believe they are losing revenue Data-driven companies +6% productivity
- YOUR OPPORTUNITY Blending the art & science of marketing • Storytelling • Measurement
- YOUR OPPORTUNITY The “segment of one” Individual leverage Group leverage
- OPTIMIZING MEDIA SPEND Simple relationships: at any scale +9% improvement in media effectiveness
- PREDICTING AUTO RECALLS Identifying relationships to predict product or performance failures.
- TARGETING HABITS Knowing what a habit is and what it means when it changes
- YOUR CHANGING TEAM Structured Unstructured data
- YOUR CHANGING TEAM People and skillsets
- THE WAY YOU WORK 15% data capture 20% data reporting 65% data analysis
- THE WAY YOU WORK 65% data capture 20% data reporting 15% data analysis
- WHERE YOU WANT TO GET TO Working more closely with IT Robust measurement infrastructure Custom algorithms will be key Understanding “action-based connections”
- WHO WILL HELP YOU GET THERE?
- WHO WILL HELP YOU GET THERE? The Marketing Technologist
- THANK-YOU WHY MARKETERS WILL RULE THE WORLD Maggie Fox, SVP, Digital Marketing @maggiefox
- PHOTO CREDITS SLIDE 1 & 2: http://www.flickr.com/photos/uscapitol/6241122314/ SLIDE 8: http://www.flickr.com/photos/statelibraryqueensland/8137876825/ SLIDE 8: http://www.flickr.com/photos/swedish_heritage_board/5517008671/ SLIDE 9: A Neapolitan Storyteller by Pierre Bonirote SLIDE 10: http://en.wikipedia.org/wiki/Image:Archimedes_lever_(Small).jpg The Syndics of the Amsterdam Drapers' Guild, known as the ‘Sampling Officials’ SLIDE 11: http://www.flickr.com/photos/nlireland/5963130143/sizes/l/in/photostream/ SLIDE 12: http://www.flickr.com/photos/centralasian/5583102954/ SLIDE 14: http://www.flickr.com/photos/library_of_congress/5050946511/ http://www.flickr.com/photos/statelibraryqueensland/7946596602/sizes/l/in/photostream/ SLIDE 15: http://www.flickr.com/photos/nationaalarchief/4193509510/ SLIDE 18: http://www.flickr.com/photos/ciagov/5416173011/