The Future of Marketing - AMA

37 Pages·2013·3.1 MB·English

by  Elana Anderson

The Future of Marketing
Elana Anderson
Vice President, Enterprise Marketing Management
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Our world is undergoing a profound change driven by technology
New forms of interaction Massive amounts of Affordability, analytics, and
addressable data automation
2.4B people on line
RFID, GPS, intelligent sensors,
2.1B smartphones in 2015 Affordably manage, apply
network data, etc.
advanced and predictive
Social media
Consumer generated data will analytics, and Watson-style
result in 80 Exabytes by 2014 guidance to massive amounts of
data
The Result?
Customers are more informed, empowered, Businesses that harness these trends have an
demanding of and less patient with the brands they unprecedented opportunity to know their customer
interact with. and interact in a truly informed and personalized way.
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Marketing’s universe is changing
Customers know more
Customers demand more
Your business expects more
… and so CMOs must re-imagine their profession
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As we look to the future role
of marketing, we must remember
the timeless responsibilities
of the function.
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The timeless responsibilities of our marketing profession
Marketers have always been responsible
for knowing the customer.
Marketers have always been responsible
for defining what to market, and how to market.
Marketers have always protected the
brand promise.
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Today, these fundamental
responsibilities provide the
foundation for the three
imperatives of a new profession.
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The three imperatives of a new profession
Marketers have always been responsible
for knowing the customer.
Marketers have always been responsible
for defining what to market, and how to market.
Marketers have always protected the
brand promise.
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©© 22001122 IIBBMM CCoorrppoorraattiioonn
The three imperatives of a new profession
Understanding each customer as
an individual.
Marketers have always been responsible
for defining what to market, and how to market.
Marketers have always protected the
brand promise.
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The three imperatives of a new profession
Understanding each customer as
an individual.
Creating a system of engagement that
maximizes value creation at every touch.
Marketers have always protected the
brand promise.
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The three imperatives of a new profession
Understanding each customer as
an individual.
Creating a system of engagement that
maximizes value creation at every touch.
Designing your culture and brand so
they are authentically one.
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