Futur du marketing

1. An Introduction

2. Marketing2020
Partners

3. 250 CEO, CMO and Agency Vision
Interviews

4. 10,231 marketing participants from 92
countries

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. A lot is changing in the Marketing World

7. WHAT we do in Marketing is changing beyond
recognition

8. Marketing
Organization Chart
…but HOW we
organize
looks the same

9. The role of
Marketing

10. Marketing structure
Global
Local
10
Agencies
Partners
Consumers

11. Marketing capability

12. and CMO leadership

13. ...to drive business growth

14. NOW:
Characteristics
of
Winning
Marketing2020
Brands

15. At/After Lunch:
CMO Round
Table:
Organizing for
Growth

16. Top
Marketing2020
Opportunities &
Challenges

17. Globalization
Collaborating with
Consumers
Social marketing
Purposeful Marketing

18. Opportunity to influence business

19. Top
Marketing2020
Challenges

20. Infobesity

21. Touch point consistency
Doing more with less
Organizational silos
Privacy risks

22. Lack of influence

23. Ability to stay current

24. So,
What does it
take to win?

26. Validation
winners
losers
26

27. Winning Marketing2020 brand
characteristics
Big Insights
Purposeful Positioning
Total Experience

28. Organizing for growth
Big Insights
Purposeful Positioning
Total Experience

29. Winning in Marketing2020
Big Insights
Purposeful Positioning
Total Experience

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

31. Big Insights
Purposeful Positioning
Total Experience
Big
Insights
+30%
Big insights

32. 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

33. 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

34. Purposeful Positioning

35. Big Insights
Purposeful Positioning
Total Experience
Purpose based functional benefits

36. Big Insights
Purposeful Positioning
Total Experience
Purpose based emotional
benefits

37. Big Insights
Purposeful Positioning
Total Experience
Purpose based societal
benefits

38. 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

39. Total Experience
Big Insights
Purposeful Positioning
Total Experience

40. 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

41. 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

42.
NIKE VIDEO HERE PLEASE
42

43. Winning
Marketing2020
Big Insights
Purposeful Positioning
Brand
Total Experience
Characteristics

44. @marketing2020EB
Organizing for
Growth

45. Now:
CMO Round
Table:
Organizing for
Growth
Big Insights
Purposeful Positioning
Total Experience

46. Connect:
Big Insights
Purposeful Positioning
Marketing is too
important to be
left just to
marketers
Total Experience
46

47. Big Insights
Purposeful Positioning
Total Experience
Seamless total customer experience

48. 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

49. Partners for growth

50. 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%

51. Big Insights
Purposeful Positioning
Total Experience
Business acumen
is the license to
operate and
ticket
to influence
#1

52. 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

53. @marketing2020EB
Big Insights
Purposeful Positioning
Total Experience
Engineer less —
Engage more

54. 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

55. ‘Googliness’
Big Insights
Purposeful Positioning
Total Experience

56. Big Insights
Purposeful Positioning
Total Experience
Full week training & PDP

57. @marketing2020EB
Big Insights
Purposeful Positioning
Total Experience
$2,000 ‚Leave Now‛ check

58. Focus
drives
growth
Big Insights
Purposeful Positioning
Total Experience

59. 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

60. 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%

61. Orchestration &
Integration
Big Insights
Purposeful Positioning
Total Experience

62. Big Insights
Purposeful Positioning
Total Experience
Founder — Chief Experience Officer

63. 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

64. SVP Marketing and IT

65. CMO and Head of HR

66. Fro
m
CMO
Product
Manager
Marketing
Strategies
Manager
Advertising
Director
Public
Relations
Manager
Market
Research
Director
Promotion
Director
Staff
Staff
Staff
Staff
Staff
Staff

67. To
Product
Manager
Marketing
Strategies
Manager
Promotion
Director
CMO
Market
Research
Director
Advertising
Director
Public
Relations
Manager

68. New Marketing Roles
Think
Analytics
Marketers
Do
Feel
Production/Co
ntent
Marketers
Engagement
Marketers

69. Content & creative services
Big Insights
Purposeful Positioning
Total Experience

70. Big Insights
Purposeful Positioning
Total Experience
58%

71. 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

72. Big Insights
Purposeful Positioning
Total Experience
From Global to Networked

73. Big Insights
Purposeful Positioning
Total Experience
From Local to Communities

74. Big Insights
Purposeful Positioning
Total Experience
Building Marketing capabilities drives
growth

75. 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

76. From Digital
Marketing
to
Marketing
in a digital
Age

77. Big Insights
Purposeful Positioning
Total Experience

78. Big Insights
Purposeful Positioning
Total Experience
Lead by example

79. Table:
Organizing for
Growth
Big Insights
Purposeful Positioning
Total Experience

80. Panel Discussion
info@marketing2020.org

81. What are you doing to prepare
clients and colleagues for this new
world order?
info@marketing2020.org

82. How do you move your teams from
Big Data to Big Insights?
info@marketing2020.org

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

84. How different will your marketing
organization look 5 years from
now?
info@marketing2020.org

85. What are potential traps for CMOs
in driving such aggressive change?
info@marketing2020.org

86. What’s Next?

87. 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

88. What’s Next?

89. 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

90. @marketing2020EB
info@marketing2020.
org