Marketing2020 Partners
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- Silvia Carson
- 5 years ago
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Transcription
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% 30% 19% 30% 48% 18% 33% 41% 6% 7% 18% 12% 8% 8% 28% 9% 63% 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 Agencies Partners Consumers 10
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 Collaborating with Consumers Globalization 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?
25
26 Validation winners losers 28
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 Brand Characteristics Big Insights Purposeful Positioning Total Experience
31 Big Insights Purposeful Positioning Total Experience Big Insights +30% Big insights
32 Big Insights Purposeful Positioning Total Experience Underperform Overperform We have right data and analytics available to measure marketing effectiveness 33 We are able to leverage all data and analytics available to improve our marketing effectiveness
33 Big Insights Purposeful Positioning Total Experience Disagree 6 Agree I believe that brands with a clear societal purpose will drive more business growth 73 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 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Q9 Market share Q11 Lead generation Impact of having a societally purposeful brand (Q3602) on marketing KPIs (current performance versus competition) Q13 Marketing efficiency Q14 Net promoter score Q15 Consumer engagement With purpose Q16 Revenue growth Q17 Marketing return on investment Without purpose Q18 Brand health 40
39 Total Experience Big Insights Purposeful Positioning Total Experience
40 Brand value in a digital world Value Proposition D E P T H I N C O N S I S T E N C Y B R E A C H O F P R I V A C Y 42 # of Touch Points and Experiences B R E A D T H 2013 EffectiveBrands
41 Nike s share of experience Quality of Experience High Low Price of shoe and system Heart rate monitoring Running computer Nike Experience Curves Perspective of the Runner Quality of shoe Brand image, selfidentification Tracking runs Motivation to run Integrating music and running Participating in social network Emotional association with running experience Key Elements of the Customer s Experience 43
42 Winning Marketing2020 Brand Characteristics Big Insights Purposeful Positioning Total Experience
43 At/After Lunch: CMO Round Table: Organizing for Growth Big Insights Purposeful Positioning Total Experience
44 Average CMO tenure through the years in months
45 Googliness Big Insights Purposeful Positioning Total Experience
46 Big Insights Purposeful Positioning Total Experience Founder Chief Experience Officer
47 To Product Manager Promotion Director Marketing Strategies Manager CMO Market Research Director Advertising Director Public Relations Manager
48 Seamless coordination Chief Experience Officers Think Analytics Marketers Do Production/Content Marketers Feel Engagement Marketers
49
50 Organizing for
51 WHAT we do in Marketing is changing beyond recognition
52 Marketing Organization Chart but HOW we organize looks the same
53 @marketing2020eb Unleashing Global Marketing Potential
54 The role of Marketing
55 Marketing structure Global Local Agencies Partners Consumers 6
56 Marketing capability
57 and CMO leadership
58 ...to drive business growth
59 Before Lunch: Winning Marketing2020 Brand Characteristics Big Insights Purposeful Positioning Total Experience
60 Brand value in a digital world Value Proposition D E P T H I N C O N S I S T E N C Y B R E A C H O F P R I V A C Y 11 # of Touch Points and Experiences B R E A D T H 2013 EffectiveBrands
61 Now: CMO Round Table: Organizing for Growth Big Insights Purposeful Positioning Total Experience
62 Connect: Big Insights Purposeful Positioning Total Experience Marketing is too important to be left just to marketers 13
63 Big Insights Purposeful Positioning Total Experience Seamless total customer experience
64 60% 50% 58% % 30% 38% 33% Big Insights Purposeful Positioning Total Experience 20% 10% Marketing works closely with the CEO on business strategy 19% Marketing approves large growth-oriented ivestment decisions Marketing Influence
65 Partners for growth
66 Marketing s Influence Marketing works closely with the CEO Big Insights Purposeful Positioning Total Experience Agree Neither Disagree 6% 30% 12% 12% 38% 39% 19% 17% 47% 42% 64% 50% 49% 34% 41% 17 CPG Manufacturing Financial Energy & Utilities Health Care
67 Big Insights Purposeful Positioning Total Experience Business acumen is the license to operate and ticket to influence #1
68 The CMO tenure Big Insights Purposeful Positioning Total Experience in months
69 @marketing2020eb Big Insights Purposeful Positioning Total Experience Engineer less Engage more
70 Engage internally Big Insights Purposeful Positioning Total Experience Under Perform Overperform I am proud of my brand s purpose 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 21
71 Googliness Big Insights Purposeful Positioning Total Experience
72 Big Insights Purposeful Positioning Total Experience Full week training & PDP
73 @marketing2020eb Big Insights Purposeful Positioning Total Experience $2,000 Leave Now check
74 Focus drives growth Big Insights Purposeful Positioning Total Experience
75 Understanding the strategy Local marketing understands the global strategy It s clear what the strategy is for the brand I m working on Big Insights Purposeful Positioning Total Experience 70% 59% 56% 49% Underperformer Overperformer Underperformer Overperformer 26
76 Communicate, Communicate I support the global strategy of the brand I am working for - % AGREE Big Insights Purposeful Positioning Total Experience EVP VP/MD Manager Other Global 83% 80% 83% 82% Regional 72% 74% 75% 73% Local 66% 64% 63% 56%
77 Orchestration & Integration Big Insights Purposeful Positioning Total Experience
78 Big Insights Purposeful Positioning Total Experience Founder Chief Experience Officer
79 Collaborating more closely with IT, Finance and HR % Always Under Perform Overperform Marketing works closely with IT Marketing works closely with HR Marketing works closely with Finance
80 SVP Marketing and IT
81 CMO and Head of HR
82 From CMO Product Manager Marketing Strategies Manager Advertising Director Public Relations Manager Market Research Director Promotion Director Staff Staff Staff Staff Staff Staff
83 To Product Manager Promotion Director Marketing Strategies Manager CMO Market Research Director Advertising Director Public Relations Manager
84 New Marketing Roles Think Analytics Marketers Do Production/Content Marketers Feel Engagement Marketers
85 Content & creative services Big Insights Purposeful Positioning Total Experience
86 Big Insights Purposeful Positioning Total Experience 58%
87 More agencies % that works with more than 5 agencies Big Insights Purposeful Positioning Total Experience Under Perform Overperform # agencies
88 Big Insights Purposeful Positioning Total Experience From Global to Networked
89 Big Insights Purposeful Positioning Total Experience From Local to Communities
90 Big Insights Purposeful Positioning Total Experience Building Marketing capabilities drives growth
91 Growing marketing excellence Capabilities have the strongest correlation to revenue growth, brand health and MROI Big Insights Purposeful Positioning Total Experience Underperform Consumer Understanding & Insights Brand Positioning Brand Strategy 42
92 From Digital Marketing to Marketing in a digital Age
93 Big Insights Purposeful Positioning Total Experience
94 Big Insights Purposeful Positioning Total Experience Lead by example
95 CMO Round Table: Organizing for Growth Big Insights Purposeful Positioning Total Experience
96 Big Insights Purposeful Positioning Total Experience Greg Welch
97 Big Insights Purposeful Positioning Total Experience Brian Terkelson
98 Change or Die
99 Purpose
100 APIs DSPs SSPs DMPs Complexity Native Advertising Audience Analytics Attribution Modeling Geo- Location RRS PII ETL SDT
101 Speed
102 Big Ideas Internal Human Local Real Time Big Data External Programmatic Global Long Term 5
103 Technology Commerce Advertising Media Convergence
104 Growth
105 Marketing as a Profit Center
106
107 Immediate-Term Short-Term Long-Term Year Years Years
108 Purpose
109 Big Insights Purposeful Positioning Total Experience Joan Chow
110 Driving Growth with PURPOSE Joan Chow Executive Vice President and Chief Marketing Officer Arriving March 1, 2013 at your retailer
111 We Deliver Everyday Food in Extraordinary Ways CONSUMERS & CUSTOMERS
112 17 million children are food insecure in the United States LA + Chicago + NYC They live in every county across the country
113 YEAR 1 Skepticism Little Employee Awareness
114 YEAR 4 Conviction Full Company Passion!
115 IMPACT Sales + 48% ROI + 39% Awareness + 40% Consumer Engagement + 94% Employee Engagement +102% Spending + 6% Versus Year Ago
116 Big Insights Purposeful Positioning Total Experience Jim Speros
117 ALIGNING AND INSPIRING 40,000 PEOPLE Jim Speros
118 FIDELITY INVESTMENTS Privately-owned, 65 Year old company Over $4 trillion in assets under administration America s Retirement Leader Strong culture built on integrity and service
119 HIGHER PURPOSE Give people avenues to create a better life for themselves and their families
120 THE MANDATE Hired as CMO in 2008 by the CEO and the Johnson family. Elevate the Fidelity value proposition From product focused to financial partner Drive it through the organization Do it during the worst economic crisis since the Great Depression
121 VOICE OF THE CUSTOMER GUIDANCE THROUGH THE STORM
122 FINANCIAL GUIDE AND NAVIGATOR
123 CREATIVE EXPRESSION Turn Here
124 MORE THAN JUST A "GREEN LINE" Total brand experience that permeates EVERYTHING we do Central to driving growth and loyalty Shift to building relationships Brought to life through digital, mobile and social channels Onboarding of new employees Events & sponsorships Complete alignment of metrics and data strategies Part of the fabric of Fidelity
125 LESSONS Be true to who you are Move beyond the cosmetics of "branding Think of brand as the RESULT of what you do Deliver on the promise through ALL touch-points Partner closely with the CEO, BU Presidents, CIO, CFO and HR Inspire your people Focus on the metrics that really matter
126 Big Insights Purposeful Positioning Total Experience Antonio Lucio
127 Be the change you want to become.
128 The platform is already burning.
129 Stretch targets are the only possible targets in the digital world.
130 The partner network.
131 Digital natives will rule the world.
132 360 degree learning
133 Panel Discussion
134 What s Next?
135 What s Next?
136 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
137 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