15 Tactics to Scale Your Trade Show Marketing Strategy
Embracing Culture of Learning in Marketing Teams
1. 1
Embracing a culture of
learning & development
in marketing teams
Seán Donnelly
Senior Research Analyst, Econsultancy
sean.donnelly@econsultancy.com
2. 2
“The only thing worse than
training your employees and
having them leave is not
training them
and having them stay”
- Henry Ford
7. 7
How Marketers Learn
• IN DEPTH INTERVIEWS
(SENIOR MARKETERS AND L&D
PROFESSIONALS)
• GLOBAL ONLINE SURVEY
• REVIEW OF ACADEMIC AND
PROFESSIONAL LITERATURE
• MARKETING TRANSFORMATION
• LEARNING TRANSFORMATION
8. 8
Marketing related qualifications: baseline
Yes
45%
No
55%
Have you completed a qualification or training
programme that is marketing-related e.g. CIM,
marketing degree or Econsultancy training
course?
16. 16
MODERN
MARKETING
MODEL
DIGITAL
EXCELLENCE
MARKETING
EXCELLENCE
1. Digital transformation of marketing
Modern Marketers
whose customers
demand their brands
blend Classical &
Digital Marketing
Advertising
Brand management
CRM & Loyalty
Database marketing
Distribution
Events and experiential
marketing
Market research
Marketing strategy
Packaging and labelling
Partner marketing
Pricing
Affiliate & performance-
based marketing
Content marketing
Conversion rate optimization
(CRO)
Digital analytics &
measurement
Data driven marketing –
schemas, feeds, APIs,
metadata, machine-to-
machine data
Digital display advertising -
including retargeting and
programmatic
Product & service
development
Promotions
Public relations
Retail & shopper
marketing
Sponsorship
STP (Segmentation,
Targeting &
Positioning)
Telemarketing
Email & eCRM: marketing
automation, personalization
Mobile marketing
Influencer marketing
Reputation management
Paid search marketing (PPC)
Search engine optimization
(SEO)
Social media marketing:
community building,
collaboration/co-creation,
social CRM, social customer
care, social
monitoring/listening
17. 17
AI will permeate all aspects of marketing
• Machines are good at:
– Repetitive tasks
– Computation
– Data analysis
– Narrow AI (Email subject line
optimisation, Smart customer service,
On-site personalisation, Adtech targeting
etc.
• Humans are good at:
– Emotional intelligence (empathy,
compassion)
– Complex – decision making
https://medium.com/conversations-with-tyler/garry-kasparov-tyler-cowen-chess-iq-ai-putin-3bf28baf4dba
18. 18
Voice interfaces
• Voice SEO (e.g. featured snippets)
• Voice-optimised content (e.g. Q&As)
• The role of voice in the customer journey
• Your brand’s voice – personality and tone
19. 19
Data informed marketing
20%
Strongly disagree
36%
Somewhat disagree
34%
Somewhat agree
10%
Strongly agree
“The people in my organisation have the skills they
require to make sense of customer data and
insights”
56%of marketers disagree
21. 21
Source: INNOSIGHT/Richard N. Foster/Standard & Poor’s: https://www.innosight.com/insight/creative-destruction-whips-through-
corporate-america-an-innosight-executive-briefing-on-corporate-strategy/
3. Shortening business lifespans
22. 22
“…..tool up for digital
or risk getting left
https://www.marketingweek.com/2016/10/05/keith-weed-a-lost-generation-of-
marketers-are-bluffing-about-digital/
4. Need for organisational
and personal agility
1. Improved ability to make or
influence strategic decisions
2. Better able to integrate
marketing activities
3. Improved organisational ability
to deliver change programmes
24. 24
What best describes your organisation’s plans to invest in upskilling its
workforce in 2018? (top-performing companies vs. the mainstream)
45%
39%
16%
23%
55%
22%
We will invest significantly in
digital skills and education
We will invest somewhat in
digital skills and education
We will be making little or no
investment in digital skills and
education
Top-performing companies
Mainstream
29. 29
4. LEARNING SHOULD BE MULTICHANNEL
The perpetual
value of Face
to Face learning
Access to expert
content
Just in time learning
Frictionless
learning
Personalised
learner journeys
30. 30
The Future of Marketing
Seán Donnelly
Senior Research Analyst, Econsultancy
sean.donnelly@econsultancy.com
39. 39
Resources – Reports
• Implementing a Customer Experience Strategy
• A Marketer’s Guide to Virtual Reality
• A Marketer’s Guide to Internet of Things
• Marketing in the Age of Artificial Intelligence
• How Marketers Learn
• Skills of the Modern Marketer
• Digital Shift - Digital Shift is an exclusive webinar and accompanying report that
curates and interprets the most important developments, trends and innovations in
digital that you need to know about.
Run quarterly, our experts focus on distilling the key developments that are really
going to affect how markets are operating, what tools are used, and how digital
marketing and ecommerce practices are changing.