An Introduction
Marketing2020
Partners
250 CEO, CMO and Agency Vision
Interviews
10,231 marketing participants from 92
countries
1,064 US Participants
Seniority

Type of Business

Industry

Discipline

1%
21%

18%

18%

19%

41%

12%

48%
30%

30%

28...
A lot is changing in the Marketing World
WHAT we do in Marketing is changing beyond
recognition
Marketing
Organization Chart

…but HOW we
organize
looks the same
The role of
Marketing
Marketing structure
Global

Local

10

Agencies

Partners

Consumers
Marketing capability
and CMO leadership
...to drive business growth
NOW:
Characteristics
of
Winning
Marketing2020
Brands
At/After Lunch:
CMO Round
Table:
Organizing for
Growth
Top
Marketing2020
Opportunities &
Challenges
Globalization
Collaborating with
Consumers
Social marketing

Purposeful Marketing
Opportunity to influence business
Top
Marketing2020
Challenges
Infobesity
Touch point consistency
Doing more with less
Organizational silos

Privacy risks
Lack of influence
Ability to stay current
So,
What does it
take to win?
Validation

winners

losers

26
Winning Marketing2020 brand
characteristics

Big Insights

Purposeful Positioning
Total Experience
Organizing for growth

Big Insights

Purposeful Positioning
Total Experience
Winning in Marketing2020

Big Insights

Purposeful Positioning
Total Experience
NOW:
Winning
Marketing2020
Big Insights
Purposeful Positioning
Brand
Total Experience
Characteristics
Big Insights

Purposeful Positioning
Total Experience

Big
Insights

+30%
Big insights
Big Insights

Purposeful Positioning
Total Experience

50
45

Underperform
Overperform
45

40
35

42
38
33

30
We have rig...
Big Insights

Purposeful Positioning
Total Experience
Disagree
80
70
60
50
40
30
20
10
0

Agree
73

6

I believe that bran...
Purposeful Positioning
Big Insights

Purposeful Positioning
Total Experience

Purpose based functional benefits
Big Insights

Purposeful Positioning
Total Experience

Purpose based emotional
benefits
Big Insights

Purposeful Positioning
Total Experience

Purpose based societal
benefits
Purpose drives business growth
Advantages to be achieved
Impact of having a societally purposeful brand (Q3602)
on marketi...
Total Experience
Big Insights
Purposeful Positioning
Total Experience
Value PropositionP T H
DE

Brand value in a digital world

INCONSISTENCY

# of Touch Points and Experiences
BREACH OF
P R ...
Nike’s share of experience
Nike Experience Curves
Perspective of the Runner

Quality of Experience

High
10
9
8
7
6
5
4
3
...
 
NIKE VIDEO HERE PLEASE

42
Winning
Marketing2020
Big Insights
Purposeful Positioning
Brand
Total Experience
Characteristics
@marketing2020EB

Organizing for
Growth
Now:
CMO Round
Table:
Organizing for
Growth

Big Insights

Purposeful Positioning
Total Experience
Connect:
Big Insights
Purposeful Positioning

Marketing is too
important to be
left just to
marketers

Total Experience

4...
Big Insights
Purposeful Positioning
Total Experience

Seamless total customer experience
60%

2006

58%

50%

2013

40%
30%

Big Insights
Purposeful Positioning

38%
33%

20%
19%
10%
Marketing works closely with...
Partners for growth
Marketing’s Influence
Big Insights
Purposeful Positioning
Total Experience

“Marketing works closely with the CEO …
Agree
...
Big Insights
Purposeful Positioning
Total Experience

Business acumen
is the license to
operate and
ticket
to influence

#...
The CMO tenure
Big Insights
Purposeful Positioning
Total Experience

50.0
45.0
42.0

40.0

43.0

2010

2011

45.0

in mont...
@marketing2020EB
Big Insights
Purposeful Positioning
Total Experience

Engineer less —
Engage more
Engage internally
Big Insights
Purposeful Positioning
Total Experience

90
84

Under Perform

Overperform

80
72

70
63
60...
‘Googliness’
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience

Full week training & PDP
@marketing2020EB
Big Insights
Purposeful Positioning
Total Experience

$2,000 ‚Leave Now‛ check
Focus
drives
growth

Big Insights
Purposeful Positioning
Total Experience
Understanding the strategy
Big Insights
Purposeful Positioning

“Local marketing
understands the
global strategy”

“It’s c...
Communicate, Communicate …
Big Insights
Purposeful Positioning

‚I support the global strategy of the brand I am working
f...
Orchestration &
Integration

Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience

Founder — Chief Experience Officer
Collaborating more closely with IT, Finance and HR
% Always
Under Perform

Overperform

50
45
40
40
35
30

29

30

26

25
...
SVP Marketing and IT
CMO and Head of HR
Fro
m

CMO

Product
Manager

Marketing
Strategies
Manager

Advertising
Director

Public
Relations
Manager

Market
Research...
To
Product
Manager
Marketing
Strategies
Manager

Promotion
Director
CMO
Market
Research
Director

Advertising
Director
Pub...
New Marketing Roles

Think
Analytics
Marketers

Do

Feel

Production/Co
ntent
Marketers

Engagement
Marketers
Content & creative services
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience

58%
More agencies
Big Insights

% that works with more than 5 agencies

Purposeful Positioning
Total Experience

Under Perform...
Big Insights
Purposeful Positioning
Total Experience

From Global to Networked
Big Insights
Purposeful Positioning
Total Experience

From Local to Communities
Big Insights
Purposeful Positioning
Total Experience

Building Marketing capabilities drives
growth
Growing marketing excellence
Big Insights
Purposeful Positioning

 
Capabilities have the strongest correlation to revenue...
From Digital
Marketing
to
Marketing
in a digital
Age
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience

Lead by example
Table:
Organizing for
Growth
Big Insights

Purposeful Positioning
Total Experience
Panel Discussion
info@marketing2020.org
What are you doing to prepare
clients and colleagues for this new
world order?
info@marketing2020.org
How do you move your teams from
Big Data to Big Insights?

info@marketing2020.org
How do you best engage the CEO …
and the rest of the organization?

info@marketing2020.org
How different will your marketing
organization look 5 years from
now?
info@marketing2020.org
What are potential traps for CMOs
in driving such aggressive change?

info@marketing2020.org
What’s Next?
What’s Next?
• Marketing2020 CMO Round Tables in NYC, Chicago, LA and Las Vegas (CES)
• Benchmarking: Marketing2020 PulseC...
What’s Next?
What’s next for YOU?
Top Marketing2020 CMO Priorities
1. Lead by example in a digital world
2.Engage the total organizatio...
@marketing2020EB

info@marketing2020.
org
Le futur du marketing révélé par l'étude "Marketing 2020"
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Le futur du marketing révélé par l'étude "Marketing 2020"

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Cette étude (document en Anglais) découle de 250 entretiens avec des CMO à l'international.

Le rôle du marketeur évolue puisque dans 58% des entreprises, il collabore étroitement avec la direction générale pour déterminer les priorités stratégiques de croissance, contre 38% en 2006.

L'enjeu d'intégration passe, selon les entretiens, par un "dé-silotage" de la structure pour repenser les compétences des équipes, dans un modèle 365/24/7, selon 3 axes : Think (marketing analytics), Feel (customer engagement), Do (content production).
L'étude révèle que les entreprises sur-performantes dans leur secteur investissent en moyenne 20% de plus que les autres dans le développement des compétences de leurs équipes.

Les challenges qui attendent les CMO dans le futur seraient : l'infobésité, le respect de la vie privée, la multiplication des points de contact et les silos.

Les entretiens d'une heure de plus de 250 CMO et marketers américains, français, britanniques, brésiliens, chinois, singapouriens, néerlandais, belges et allemands ont été compilés et 10 231 professionnels du marketing de 92 pays ont été interrogés.

Publié dans : Business, Carrière
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Le futur du marketing révélé par l'étude "Marketing 2020"

  1. 1. An Introduction
  2. 2. Marketing2020 Partners
  3. 3. 250 CEO, CMO and Agency Vision Interviews
  4. 4. 10,231 marketing participants from 92 countries
  5. 5. 1,064 US Participants Seniority Type of Business Industry Discipline 1% 21% 18% 18% 19% 41% 12% 48% 30% 30% 28% 8% 33% 9% 63% 6% 7% 8% Board/EVP/SVP VP/Director Manager Other 5 B2C B2B Both Other Media/Communications Business and financial services Consulting Manufacturing Healthcare FMCG Others Marketing Communications Others
  6. 6. A lot is changing in the Marketing World
  7. 7. WHAT we do in Marketing is changing beyond recognition
  8. 8. Marketing Organization Chart …but HOW we organize looks the same
  9. 9. The role of Marketing
  10. 10. Marketing structure Global Local 10 Agencies Partners Consumers
  11. 11. Marketing capability
  12. 12. and CMO leadership
  13. 13. ...to drive business growth
  14. 14. NOW: Characteristics of Winning Marketing2020 Brands
  15. 15. At/After Lunch: CMO Round Table: Organizing for Growth
  16. 16. Top Marketing2020 Opportunities & Challenges
  17. 17. Globalization Collaborating with Consumers Social marketing Purposeful Marketing
  18. 18. Opportunity to influence business
  19. 19. Top Marketing2020 Challenges
  20. 20. Infobesity
  21. 21. Touch point consistency Doing more with less Organizational silos Privacy risks
  22. 22. Lack of influence
  23. 23. Ability to stay current
  24. 24. So, What does it take to win?
  25. 25. Validation winners losers 26
  26. 26. Winning Marketing2020 brand characteristics Big Insights Purposeful Positioning Total Experience
  27. 27. Organizing for growth Big Insights Purposeful Positioning Total Experience
  28. 28. Winning in Marketing2020 Big Insights Purposeful Positioning Total Experience
  29. 29. NOW: Winning Marketing2020 Big Insights Purposeful Positioning Brand Total Experience Characteristics
  30. 30. Big Insights Purposeful Positioning Total Experience Big Insights +30% Big insights
  31. 31. Big Insights Purposeful Positioning Total Experience 50 45 Underperform Overperform 45 40 35 42 38 33 30 We have right data and analytics available to measure marketing effectiveness We are able to leverage all data and analytics available to improve our marketing effectiveness
  32. 32. Big Insights Purposeful Positioning Total Experience Disagree 80 70 60 50 40 30 20 10 0 Agree 73 6 I believe that brands with a clear societal purpose will drive more business growth Purposeful Positioning
  33. 33. Purposeful Positioning
  34. 34. Big Insights Purposeful Positioning Total Experience Purpose based functional benefits
  35. 35. Big Insights Purposeful Positioning Total Experience Purpose based emotional benefits
  36. 36. Big Insights Purposeful Positioning Total Experience Purpose based societal benefits
  37. 37. Purpose drives business growth Advantages to be achieved Impact of having a societally purposeful brand (Q3602) on marketing KPIs (current performance versus competition) 100% 90% 80% 70% 60% 50% 40% 30% 20% With purpose 10% Without purpose 0% Q9 Market share 38 Q11 Lead generation Q13 Marketing Q14 Net promoter efficiency score Q15 Consumer engagement Q16 Revenue growth Q17 Marketing return on investment Q18 Brand health
  38. 38. Total Experience Big Insights Purposeful Positioning Total Experience
  39. 39. Value PropositionP T H DE Brand value in a digital world INCONSISTENCY # of Touch Points and Experiences BREACH OF P R I VAC Y 40 BREADTH © 2013 EffectiveBrands
  40. 40. Nike’s share of experience Nike Experience Curves Perspective of the Runner Quality of Experience High 10 9 8 7 6 5 4 3 2 1 0 Low Price of shoe and system Heart rate monitoring Running computer Quality of shoe Brand image, selfidentification Tracking runs Motivation to run Key Elements of the Customer’s Experience 41 Integrating music and running Participating in social network Emotional association with running experience
  41. 41.   NIKE VIDEO HERE PLEASE 42
  42. 42. Winning Marketing2020 Big Insights Purposeful Positioning Brand Total Experience Characteristics
  43. 43. @marketing2020EB Organizing for Growth
  44. 44. Now: CMO Round Table: Organizing for Growth Big Insights Purposeful Positioning Total Experience
  45. 45. Connect: Big Insights Purposeful Positioning Marketing is too important to be left just to marketers Total Experience 46
  46. 46. Big Insights Purposeful Positioning Total Experience Seamless total customer experience
  47. 47. 60% 2006 58% 50% 2013 40% 30% Big Insights Purposeful Positioning 38% 33% 20% 19% 10% Marketing works closely with the CEO on business strategy Marketing approves large growth-oriented ivestment decisions Marketing Influence Total Experience
  48. 48. Partners for growth
  49. 49. Marketing’s Influence Big Insights Purposeful Positioning Total Experience “Marketing works closely with the CEO … Agree 6% 12% 12% 38% Neither Disagree 39% 19% 17% 30% 47% 42% 64% 50% 49% 34% Health Care Energy & Utilities Financial Manufacturing CPG 50 41%
  50. 50. Big Insights Purposeful Positioning Total Experience Business acumen is the license to operate and ticket to influence #1
  51. 51. The CMO tenure Big Insights Purposeful Positioning Total Experience 50.0 45.0 42.0 40.0 43.0 2010 2011 45.0 in months 35.0 34.7 30.0 25.0 20.0 26.8 23.6 23.5 23.2 2004 2005 2006 28.4 15.0 10.0 5.0 0.0 2007 2008 2009 2012
  52. 52. @marketing2020EB Big Insights Purposeful Positioning Total Experience Engineer less — Engage more
  53. 53. Engage internally Big Insights Purposeful Positioning Total Experience 90 84 Under Perform Overperform 80 72 70 63 60 60 50 47 43 40 I am proud of my brand’s purpose 54 In our company we ensure that all employees are fully engaged with our brand purpose We continuously engage our consumers and customers around our brand’s purpose
  54. 54. ‘Googliness’ Big Insights Purposeful Positioning Total Experience
  55. 55. Big Insights Purposeful Positioning Total Experience Full week training & PDP
  56. 56. @marketing2020EB Big Insights Purposeful Positioning Total Experience $2,000 ‚Leave Now‛ check
  57. 57. Focus drives growth Big Insights Purposeful Positioning Total Experience
  58. 58. Understanding the strategy Big Insights Purposeful Positioning “Local marketing understands the global strategy” “It’s clear what the strategy is for the brand I’m working on” 70% 59% 56% 49% Underperformer 59 Overperformer Underperformer Overperformer Total Experience
  59. 59. Communicate, Communicate … Big Insights Purposeful Positioning ‚I support the global strategy of the brand I am working for - % AGREE‛ Total Experience EVP VP/MD Manager Other Global 83% 80% 83% 82% Regional 72% 74% 75% 73% Local 66% 64% 63% 56%
  60. 60. Orchestration & Integration Big Insights Purposeful Positioning Total Experience
  61. 61. Big Insights Purposeful Positioning Total Experience Founder — Chief Experience Officer
  62. 62. Collaborating more closely with IT, Finance and HR % Always Under Perform Overperform 50 45 40 40 35 30 29 30 26 25 20 18 14 15 10 Marketing works closely with IT Marketing works closely with HR Marketing works closely with Finance
  63. 63. SVP Marketing and IT
  64. 64. CMO and Head of HR
  65. 65. Fro m CMO Product Manager Marketing Strategies Manager Advertising Director Public Relations Manager Market Research Director Promotion Director Staff Staff Staff Staff Staff Staff
  66. 66. To Product Manager Marketing Strategies Manager Promotion Director CMO Market Research Director Advertising Director Public Relations Manager
  67. 67. New Marketing Roles Think Analytics Marketers Do Feel Production/Co ntent Marketers Engagement Marketers
  68. 68. Content & creative services Big Insights Purposeful Positioning Total Experience
  69. 69. Big Insights Purposeful Positioning Total Experience 58%
  70. 70. More agencies Big Insights % that works with more than 5 agencies Purposeful Positioning Total Experience Under Perform Overperform 60 53 55 50 45 40 35 33 30 25 20 # agencies
  71. 71. Big Insights Purposeful Positioning Total Experience From Global to Networked
  72. 72. Big Insights Purposeful Positioning Total Experience From Local to Communities
  73. 73. Big Insights Purposeful Positioning Total Experience Building Marketing capabilities drives growth
  74. 74. Growing marketing excellence Big Insights Purposeful Positioning   Capabilities have the strongest correlation to revenue growth, brand health and MROI 60 Underperform 50 52 Total Experience 50 42 40 30 24 26 20 15 10 Consumer Understanding & Insights 75 Brand Positioning Brand Strategy
  75. 75. From Digital Marketing to Marketing in a digital Age
  76. 76. Big Insights Purposeful Positioning Total Experience
  77. 77. Big Insights Purposeful Positioning Total Experience Lead by example
  78. 78. Table: Organizing for Growth Big Insights Purposeful Positioning Total Experience
  79. 79. Panel Discussion info@marketing2020.org
  80. 80. What are you doing to prepare clients and colleagues for this new world order? info@marketing2020.org
  81. 81. How do you move your teams from Big Data to Big Insights? info@marketing2020.org
  82. 82. How do you best engage the CEO … and the rest of the organization? info@marketing2020.org
  83. 83. How different will your marketing organization look 5 years from now? info@marketing2020.org
  84. 84. What are potential traps for CMOs in driving such aggressive change? info@marketing2020.org
  85. 85. What’s Next?
  86. 86. What’s Next? • Marketing2020 CMO Round Tables in NYC, Chicago, LA and Las Vegas (CES) • Benchmarking: Marketing2020 PulseCheck • In-Company M2020 workshops • Brand Purpose Round Tables • Marketing Excellence Round Tables • Organization Round Tables Contact: nprimola@ana.net
  87. 87. What’s Next?
  88. 88. What’s next for YOU? Top Marketing2020 CMO Priorities 1. Lead by example in a digital world 2.Engage the total organization 3.Inspire and empower vs. control 4.Ensure brand consistency throughout 5.Build marketing capability
  89. 89. @marketing2020EB info@marketing2020. org

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