2016 Predictions: What Tomorrow's Marketer Needs to Know Today
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At the start of each year, marketers everywhere look back at the year that's gone by and develop theories for the year to come. Check out this presentation to get our expert panel's predictions for: -The emerging trends marketers should be aware of -Key challenges marketers will be facing in 2016 -Critical skills for success in 2016 and beyond -Practical takeaways marketers can implement today
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2016 Predictions: What Tomorrow's Marketer Needs to Know Today
- 2. What Will 2016 Hold For Marketers?
- 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016
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- 6. What Will 2016 Hold For Marketers?
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016 NEVER BEEN EASIER TO REACH NEVER BEEN HARDER TO ENGAGE
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016 • Savvy consumers • Not just the best, but the best FOR ME • Not just data. CREATIVITY + DATA SOCIAL CONTRACT OF DATA
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016 DIGITAL EMPATHY + PERSONALIZATION OoVoO Video Chat SCIENCE SPORTS ENTERTAINMENT Facebook News Feed
- 10. What Will 2016 Hold For Marketers?
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016
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- 16. What Will 2016 Hold For Marketers?
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016 Content Marketing Grows Up
- 18. What Emerging Trends Should Marketers Be Aware Of?
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016 CIO/CMO PARTNERSHIP AD AVOIDANCE GEN Z CONSUMER
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016 “The medium is the message.” – Marshall McLuhan the art of communications what it says how and where it appears
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016 Mechanisms what it says how and where it appears how it behaves what it does the art of customer experience
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016 Smart companies don’t follow shifts in culture. They lead them. Other paths to Bigger: InVision
- 24. What Key Challenges Will Marketers Face in 2016?
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016
- 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016 NOW DATA
- 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016 ScalabilityInnovation Experimentation Standardization Explore Exploit “Fail Fast” “Fail Not” Question Assumptions Leverage Assumptions Speed Dependability
- 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016 Creating engaging content has been the #1 challenge for the past 5-6 years
- 29. What Skills Do Marketers Need to be Effective in 2016 & Beyond?
- 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016
- 31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016 UNDERSTANDING THE WHY Taco Bell Digital “Delivering” Insights
- 32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016 Mechanisms Code CX UX Marketing Software marketing managers product managers ≈
- 33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016 SKILLS OF EFFECTIVE MARKETERS One key theme that emerged from this year’s B2B research is that effective content marketers do several things differently:
- 34. Would you like to share one key takeaway for our attendees?
- 35. Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016
- 36. Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016 TALENT, TALENT, TALENT
- 37. Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016 illustration by Alan O’Rourke http://www.workcompass.com
- 38. Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 1/27/2016 Go big, bolder, braver in your content development Don’t settle! You’ve got this!
Hinweis der Redaktion
- People don’t demand great experiences — they just expect them New norm - Personalized experiences across channels It’s a dialog – good listening and timely response How do you drive real engagement? By communicating with known people on a very personal level with messages tailored to their specific asks/concerns/choices. From your blog: It’s about engagement marketing, not mass marketing: This has been a central theme for me in years past, but I really saw it come to life in 2015; smart brands that were not targeting consumers with the same messages over and over again were the most successful. Some of the organizations that I saw executing this best were sports teams. Franchises have succeeded in creating an ongoing dialogue with their fans to engage beyond game attendance. By observing that a football fan has taken his whole family to the big rivalry game every year for the last six years, teams are able to market more effectively both around that game and around other family activities. They have begun talking to *that individual* -- not some generic, large group of “fans.” In terms that may sound too “inside baseball” (pun intended), this shift is captured in a move from a “third-party” world (pushing generic messages to someone else’s audience) to a “first party” world where the marketer and the organization are the keepers of individual behavioral and demographic information. This allows them to make *every* interaction – even paid advertising – completely relevant and personal. Just think of the potential!
- - Marketers are now being asked to drive the *entire* lifecycle. Its about the whole, not just the parts. From sowing the seed of awareness to growing the fruits of advocacy Attracting and acquiring is just part of the story, retaining customers also falls under marketing’s purview Tear down the walls between your customer acquisition and customer retention teams From Sanjay’s blog: It’s about the whole customer lifecycle, not just acquisition: Over and over this year, I saw – and felt personally in my own day-to-day role – a shift towards the marketing organization being responsible for and a driver of the entire customer lifecycle, not just the top of the funnel. I met with customers whose “acquisition” marketing teams weren’t even in the same building as their “loyalty and retention” marketing teams. And then I watched them dismantle those constructs to bring them all together. Yes, we want to think of new and engaging ways to obtain new customers, but we must place equal, if not greater importance on keeping the customers we have happy. More engaged customers spend more with us, they renew at much higher rates, and they advocate for us to bring in new customers in a way that our “clever marketing” could never do. Investing in that this year is just good business.
- A higher bar – no longer B2B or B2C – new baseline is B2H and a combination of best practices from both disciplines Engage with our customers in deep, relevant and varied ways The lines and techniques are blurring. It’s the relationship with the customer—with the human being—that’s key. Don’t ask the mirror, ask the customer on the other side of the glass door – what does he see - a B2B company or a B2C company? Whether they are buying greeting cards, football tickets or ultrasound machines, customers expect a particular type of engagement with organizations There’s a goldmine on either side - marketers should be willing and able to learn from both universes Storytelling And Emotion Matter For Everyone From your blog: It’s about B2H, not just B2B or B2C: The old distinctions of marketing are disappearing. I repeatedly heard “consumer” marketers this year say things like, “I need to figure out how to nurture relationships like those B2B marketers do.” And, just as often, I heard “B2B marketers” say, “I need to figure out how to dynamically personalize all my messages and content on the website like those consumer marketers.” It’s no longer about how we see ourselves, (e.g., “We sell to consumers” or “We sell to businesses”), but about how consumers see us. Not only does this mean that marketers are “crossing the aisle” to learn from each other’s best practices, it means that they’re taking a more personalized approach to their interactions with the “humans” on the other end of their marketing messages. Dedicating ourselves to this broader definition of “must-haves” or best practices will drive higher conversion rates and more revenue for all of us in 2016.
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- Content marketing is (increasingly) becoming just… marketing. In 2016, content marketing exits its college years and starts growing up, becoming more strategic and real. That means getting the necessary planning, processes, frameworks, creativity, and metrics in place to legitimize itself.
- From Sanjay’s blog: It’s about the power of “and” vs. the tyranny of “or” when it comes to advertising technology and marketing technology: Prior to this year, “MarTech” and “AdTech” might as well have been on different planets as far as marketers were concerned. Programmatic was the big buzzword with advertisers in 2014, but in 2015, the buzz was all about the convergence of advertising technology and marketing technology. This was a particularly enlightening lesson from 2015 – that the world of paid advertising can and *should* directly be tied to direct marketing and the ability to connect with individuals. The result is the ability to personalize ads like never before. For example, sending a specific, relevant message to someone via a paid ad in their Facebook feed should be no different than sending them an email. In fact, wouldn’t it be great if I could send that person a relevant email based on their behavior on my website showing interest in product X, and then if they open that email, automatically put a follow up paid ad message in their feed – but, if they *don’t* open that email, I could put the original message in that paid ad? This also means that, as a marketer, our marketing spend will be tracked in new and improved ways. Instead of throwing dollars at programmatic and customers who fit a specific profile, but may or may not be interested in our product, we’ll now be able to better target our dollars to the people who really do care and are therefore are more likely to buy. In many ways, this is the “aha!” moment we’ve all been looking for. Gartner Feedback - Why is Marketo a leaders on latest Digital Marketing Hub MQ? “Gartner’s view, and what is driving our research these days, is that Martech and Adtech are coming together and will eventually be fully joined. Many companies don’t get this, and the worlds are very different – different language, different audiences, etc., so vendors can’t always bridge this gap. Marketo gets it, and this is one of the reasons you jumped into the leaders quadrant this year.” FYR: The AdTech Martech marriage is super important to Gartner. They consider Marketo to be at the forefront of this marriage esp with the Audience Hub.
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- “Connecting the Dots” where the challenge is really making the Engagement Marketing thing happen across all these disconnected touch points and the rise of IoT touchpoints – one additional nuance to the section can/should be not just the touch points inside of marketing, but outside – getting the broader organization to get coordinated Lots of different functions are trying to reach the customer Holistic, one view of customer is must – for product, support, marketing, sales interactions to be an awful customer experience Marketing First World – marketing driving the entire lifecycle
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- Economist – Skills, http://www.which-50.com/five-key-trends-gartners-2015-digital-marketing-hype-cycle/ http://www.which-50.com/cross-channel-automation-critical-cmo-success/
- “Calling all Renaissance Marketers” – like Da Vinci, marketers have to be artists and *scientists* now – they have to be facile across all channels, not specialized channels or functions, they have to be comfortable in the data – they have to be conversationalists. Technical skills required of marketers is changing One of the most important skills marketers will need to possess in future is the ability to understand how to string a conversation together to build engagement across the difference places customers visit. Someone with the ability to understand how to engage a customer in an email or in a Facebook ad and who is thinking about the difference between how these channels work. From Sanjay’s blog: It’s about renaissance marketers, not channel specialists: Building on the above, there’s a need for today’s marketers to be a master of many talents, instead of specializing in one area or channel. The topics of people, skills, and the prototype for the new marketer were perhaps the most frequent discussion I had with CMOs and marketers in 2015. Mostly recently, Lara Hood Balazs, SVP, head of North America marketing at Visa, described her talent search as looking for “human Swiss army knives,” i.e. “people who … can easily move between multiple work projects.” This folks are rare, which is why I predict that there will be greater emphasis on educating tomorrow’s marketer in the year ahead. This education will go beyond traditional marketing tactics to include mastering marketing technology.
- 2-3 minutes for this slide. #1: Grubhub To remain competitive, GrubHub is trying hard to figure out how to employ its insights to better customize itself to its customers’ needs. The company thanked its highest tippers via email, for example, using its data for targeting and segmentation. It also uses its data to target consumers at opportune times. For example, if it happened to be raining the last few times you ordered Chinese food from Seamless, be prepared for a personalized prompt with a deal to your neighborhood Chinese restaurant the next time clouds darken the skies.
- Customer profiles are evolving at lightening speed, so programmatic doesn’t work anymore. “Martech justifies the spend on Ad(tech)” - how much do I spend and on what? Even ads need to be timely and personalized and allow continuous conversations In 2016, here’s the new law in town - only personalized ads, generic stuff not permitted! Be the renaissance marketer (data driven storytellers), but also use the right tools, like MarTech, to spend right.
- 2-3 minutes for this slide Training people differently.