10 Key Trends That Are Defining the Marketing Organization of The Future
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We partnered with Brand Innovators to understand what the marketing organization of the future looks like. We asked more than 200 marketers from Fortune 500 brands what they have to say about the focus of their marketing organizations and what they predict the marketing organization of the future will look like. These slides present the top 10 key trends learned from this study. To learn more about our research, you can download the full report here: http://www.gumgum.com/learn/guides/building-the-marketing-organization-of-the-future/
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10 Key Trends That Are Defining the Marketing Organization of The Future
- 1. 10 Key Trends That Are Defining the Marketing Organization of The Future Research preview + 5/24/2016
- 2. 5/24/2016 BRANDS ONLY HAVE 9 SECONDS to grab a consumer’s attention 2
- 3. 5/24/2016 IMAGES ELICIT A QUICK EMOTIONAL RESPONSE 3 HUMANS PROCESS IMAGES 60,000x FASTER than words
- 4. 5/24/2016 4 is to add value to every connected image GUMGUM’S MISSION
- 5. 5/24/2016 WHAT WE DO Advertising Our ads are served in-line with content, where users’ attention is already focused Visual Intelligence We scour media For all images that relate to your brand Site Monetization We help publishers turn images into sources of revenue 5
- 6. 5/24/2016 Building the Marketing Organization of the Future 6
- 7. 5/24/2016 IF YOU COULD PICK ONE WORD TO DESCRIBE THE MARKETING ORGANIZATION OF TODAY, WHAT WOULD IT BE? 7
- 8. 5/24/2016 1. Staffing To Grow …. 8 22% Senior 78% Tactical 13% 6% 39% 33% 8% 2% Decreased Significantly Decreased Somewhat Stayed About The Same Increased Somewhat Increased Significantly Unsure Which changes BEST described changes in Marketing organization’s OVERALL staffing levels over the previous 24 months All, n=246, total may not add up to 100% due to rounding 2% 8% 33% 39% 6% 13%
- 9. 5/24/2016 2.But Innovators Need Apply….. 9 Which of the following statements BEST describes the state of your current Marketing Organization 42% In Flux: We’re in the process of shifting our focus 25% Solid: We’re not the most innovative organization out there, but we’re on or slightly above par with our key competitors 15% Well-Oiled: We’re a very results-based, campaign-driven organization that excels at digital 9% Innovative: We live on the bleeding edge and are consistently evolving to incorporate the best tools and structures for our organization to drive success 9% Stodgy: We’re a very traditional Marketing Organization, still not as savvy at digital as we should be All, n=246, total may not add up to 100% due to rounding
- 10. 5/24/2016 3. Budgets Set To Rise …. 10 Thinking ahead to the end of 2017, do you see your company’s percentage of budget allocated to digital to: 60% INCREASING SOMEWHAT 19% STAYING ABOUT THE SAME 19% INCREASING SIGNIFICANTLY 2% UNSURE All, n=246, total may not add up to 100% due to rounding
- 11. 5/24/2016 4. Role of Marketing Set To Evolve, But How? 11 22% Senior 78% Tactical 16% 23% 14% 21% 26% Evolving - In the process of evaluating what role makes most sense Jack-Of-All-Trades - We have a fast-paced, wide, and evolving remit The Glue - We connect disparate initiative across different departments Tactical Practitioners - We are focused on the day-to-day aspects of marketing Strategic Advisors - We help drive the overall strategic direction of the company Currently, which of the below statements BEST characterized the OVERALL mission of your Marketing Organization today All, n=246, total may not add up to 100% due to rounding 26% 21% 14% 23% 16%
- 12. 5/24/2016 12 22% Senior 78% Tactical “ I see more and more CMO’s having a place at the strategic table and I think a lot of that has to do with their access to consumer data.” – Lizzie Francis, Founding Partner at Brilliant Ventures and Former CMO of Gilt Group
- 13. 5/24/2016 5. Changes in consumer behavior, marketing tactics, & technology drive organizational changes overall 13 9% 6% 4% 3% 2% 7% 7% 7% 7% 6% 26% 25% 13% 14% 8% 33% 42% 52% 54% 54% 26% 20% 24% 22% 30% Strategic direction from C-suite Competative dynamics Changes in digital technologies used by marketers Changes in digital tactics used by marketers Changes in Usage of Digital Channels by Consumers No Effect Minor Effect Neutral Moderate Effect Major Effect Please indicate the degree to which the following trends have caused organization changes in your department to date All, n=246, total may not add up to 100% due to rounding 8% 7% 30% 9% 6% 4% 3% 2% 7% 7% 7% 6% 8% 14% 13% 25% 26% 33% 42% 52% 54% 54% 22% 24% 20% 26%
- 14. 5/24/2016 6. But CMOs NOT Becoming CIOs …. 14 22% 17% 7% 9% 6% 12% 2% 6% 4% 2% 3% 2% 41% 34% 43% 39% 34% 26% 29% 24% 24% 22% 18% 16% 38% 49% 51% 52% 60% 61% 68% 70% 72% 77% 79% 82% Tech Investment Lead Gen Innovation Initiatives CRM Mobile Initiatives Marketing Automation Analytics & Measurement SEO Social Media Optimization Branding Content Marketing Advertising/Pad Media Not At All We Are A Shareholder, But Don't Control Part Of Our Organization Please indicate the degree to which the following trends have caused organization changes in your department to date All, n=246, total may not add up to 100% due to rounding 2% 3% 2% 4% 6% 2% 12 62 9% 7% 17% 22% 16% 18% 22% 24% 24% 29% 26% 34% 39% 43% 34% 41% 82% 79% 77% 72% 70% 68% 61% 60% 52% 51% 49% 38%
- 15. 5/24/2016 7. Creating cross functional teams is the most difficult challenge to staffing today 15 26% 19% 13% 16% 23% 26% 15% 21% 14% 19% 31% 46% 50% 42% 44% 14% 18% 13% 22% 2% 2% 1% 2% 5% 2% Creating Cross Function Teams That Actually Work Training Compensation Retention Of Existing Staff Finding/Hiring Talent Difficult Very Difficult Neither Easy Or Difficult Easy Very Easy Please indicate the degree of difficulty encountered in the following areas as relates to staffing in your organization All, n=246, total may not add up to 100% due to rounding 23% 16% 13% 19% 26% 19% 14% 21% 15% 26% 44% 42% 50% 46% 31% 2%2% 22% 13% 18% 14% 5% 2% 1% 2%
- 16. 5/24/2016 16 22% Senior “Gone are the days in which you had marketing taking care of the upper funnel and sales taking care of the lower funnel of the consumer pathways.” – Laurent Faracci, Senior Vice President, Global Marketing and Digital Excellence RB
- 17. 5/24/2016 8. Agencies & Vendor Roles Set to Evolve 17 22% Senior 78% Tactical Which of the following statements BEST describe your organization’s current view of how brands should work with agencies and other vendors: 31% 16% 33% 15% 19% We are currently re-evaluating how we do and do not work with agencies and other vendors We see less and less reliance on third parties as we bring more and more capabilities in-house We see an expanded role for agencies & vendors over time We see a diminished role for agencies & vendors over time We see no real changes to the way we should work with such partners All, n=246, total may not add up to 100% due to rounding 19% 15% 33% 16% 31%
- 18. 5/24/2016 9. Innovation, Data and Mobile will drive organizational and staff changes in the next two years 18 22% Senior 78% Tactical Please indicate how much you agree or disagree that the following areas will cause staffing and organizational changes in your department over the next 24 month. Agree to strongly agree. 35% 42% 46% 46% 46% 48% 54% 55% 64% 64% 65% 68% Lead Gen SEO (Organic & Paid) CRM Social Media Optimization Advertising/Paid Media Branding Marketing Automation Tech Investment Content Marketing Mobile Initiatives Analytics & Measurement Innovation Initiatives All, n=246, total may not add up to 100% due to rounding 68% 65% 64% 64% 55% 54% 48% 46% 46% 46% 42% 35%
- 19. 5/24/2016 10. Internal Issues Can Block Progress ... 19 Which of the following do you view as having the MOST impact with regards to holding back Marketing Organizations from optimal performance in the future? 34% Shifting Corporate Priorities 22% Budget Challenges 9% Staffing Challenges (hiring, retaining, & nurturing talent) All, n=246 11% Inertia 13% The unstable nature of the marketing landscape for the forseeable future 11% Lack Of Clear Best Practices
Hinweis der Redaktion
- Hello, My name is John Weisgerber, I work for GumGum, the leading’s image recognition platform for marketers. Together with our partner Brand Innovators, I’d like to share a preview of an extensive research that explores how marketers think about the current structure and focus of their respective marketing organizations, as well as their sense of what the future holds.
- Before we go over the key findings of the study, I’d like to introduce GumGum briefly. In 2015, the average consumer’s attention span was 9 seconds. Apparently the average attention’s span of a goldfish is 8 seconds.
- What’s so powerful about images is that they can communicate a message in milliseconds and are the perfect medium to deliver a brand’s value proposition in a very short period of time. In fact images can be processed 60,000x faster than words.
- At GumGum our role is to extract insights and value from images to marketers. We do this across editorial and social images.
- We help marketers run ads within the boundaries of images on editorial web site such as Time, RollingStones or People.com. In addition we levareg our proprietary image recognition technology to find images that relate to your brand on social media.
- Now, let's move on to the research. Never have so many talked so much about a topic so little quantified as the marketing organization of the future. There are many airy proclamations of big, vague changes lying ahead as marketing organizations evolve to deal with developing trends such as the increase of programmatic buying, the growth of native advertising, and the rise of consumer adoption of mobile devices and content. As one senior marketing executive we talked to noted, “If you look at what a CMO was doing four or five years ago, you look at what they’re doing today, and you think about what they need to be doing in the future, it’s pretty obvious that their roles are evolving to a greater degree than anywhere else in the enterprise.” But to date, few actual details have emerged of how (or even if, for that matter) brands are actually evolving the focus and structure of their marketing organizations in the face of these trends. Until now. Building the Marketing Organization of the Future surveyed over 240 brands in the U.S. about the current structure and focus of their respective marketing organizations, as well as their sense of what the future holds. Here’s what they told us:
- While there are obviously big changes afoot, many organizations emphasize the importance of ‘agile evolution’ as a core of what marketing organization must do.
- 41% of respondents have increased their staffing levels over the past 2 years; 19% have decreased And more help is on the way ….. Overall, 54% are at least likely to change current staffing levels over the next two years
- 246 people completed the survey broken out into 5 segments that describe their current marketing organization: 23 who describe their organization as Stodgy; 103 who describe their organization as In Flux; 36 who describe their organization as Well-oiled; 61 who describe their organization as Solid; and, 23 people who describe their organization as Innovative Nearly half (42%) of marketers work for an organization “in flux,” presenting a classic glass half-full or half-empty dilemma: Although it is encouraging that such a large percentage of organizations are trying to evolve their focus to be more effective, it is less encouraging that so many organizations are still in the midst of this process.
- Today, 44% allocate at least 30% of their budget to digital; 18% allocate over 50% 79% see their digital budget increasing in 2017
- 1 in 4 are in the right spot as “strategic advisors” Almost ½ (44%) are just tactical executions 16% are evolving A trend likely to continue as 58% of respondents see their mission evolving over the next 24 months
- What we discovered was that participants view changes in consumer behavior (84%), marketing tactics (76%), and digital technology (76%) as having the most impact in terms of driving organizational changes, significantly more so than either competitive dynamics (62%) or strategic direction from the C-Suite (58%).
- When it comes to innovation or tech, Marketing has a say, but others own
- Regardless of its perceived challenges, the creation of successful cross-functional teams is widely viewed as the best organizational paradigm for today’s brands
- 33 % of overall respondents see an expanded role for agencies and vendors over time; 31% see a diminished or less reliant role on outside vendors
- Overall, shifting priorities at the corporate level is the biggest hold back to optimal performance