GVP, Content Solutions
The Economist Group
Sanjay Dholakia
CMO
Marketo
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The Rise of the New Marketer:The Economist’s Findings on Key Trends презентация
Содержание
- 1. The Rise of the New Marketer:The Economist’s Findings on Key Trends
- 2. The not-so-distant future of marketing.
- 3. Be bold.
- 4. In the beginning, there was the marketing funnel…
- 5. …Now there’s the always-on consumer-led economy.
- 6. 29% say the need
- 7. Be bold. Marketers point to five areas of dramatic change.
- 8. Be bold. Marketers
- 9. Marketing expenditures now total $1 trillion globally
- 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
The not-so-distant future of marketing.
Слайд 1The Rise of the New Marketer:
The Economist’s Findings on Key Trends
Jeff
Pundyk
GVP, Content Solutions
The Economist Group
GVP, Content Solutions
The Economist Group
Слайд 6
29% say the need for change is urgent.
More than 80% of
marketing executives worldwide say they need to restructure marketing.
Слайд 8
Be bold.
Marketers point to six areas of dramatic change.
1. From
cost center
to source of revenue
to source of revenue
Four out of five companies will classify marketing as a revenue driver in 3-5 years.
Слайд 9Marketing 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 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
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.
