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The not-so-distant future of marketing. презентация
Содержание
- 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
- 6. Our Study Six
- 7. 29% say the need
- 8. Be bold. Marketers point to five areas of dramatic change.
- 9. Be bold. Marketers
- 10. 2. Lead the customer
- 11. 3. A shift in
- 12. EBAY E-TRADE READINESS
- 13. 5. Digital and data dominate
- 14. Remember to be human
- 15. The survey was conducted
- 16. Jeff Pundyk VP Content Solutions and Strategy @jpundyk
In the beginning, there was the marketing funnel…
Слайд 5Marketing 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.*”
this money will generate.*”
Слайд 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
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
Слайд 7
29% say the need for change is urgent.
More than 80% of
marketing executives worldwide say they need to restructure marketing.
Слайд 9
Be bold.
Marketers point to six areas of dramatic change.
1. From
cost center
to revenue source
to revenue source
80% of companies will classify marketing as a revenue driver in 3-5 years.
Слайд 10
2. Lead the customer experience
75% of marketers say they will be
responsible for the customer experience in 3-5 years.
Слайд 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.
Слайд 12
EBAY E-TRADE READINESS INDEX
4. Marketers need to retool first
Top skills in
demand:
Digital engagement
Marketing operations & technology
Strategy and planning
Digital engagement
Marketing operations & technology
Strategy and planning
Слайд 13
5. Digital and data 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.
25% focused on analytics to knit together data from different channels.
Слайд 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
Read the full report here
