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Future of Marketing - Keynote Brandemonium 2018
The document discusses the future of marketing in the infinite media era. It makes three key points: 1. Marketing has shifted from creating messages to promote products to creating experiences focused on shared passions, as consumers now control media creation, distribution, and access. 2. High-performing marketing organizations focus on the customer experience and purpose-driven brands, which outperform competitors. Participation is more important than publication for controlling narratives. 3. The future of marketing requires new ways of working, including agile methods, collaboration across departments, and allocating more budget to technology, programs and headcount compared to traditional marketers.
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Future of Marketing - Keynote Brandemonium 2018
- 1.
- 2. Mathew Sweezey Principal ofMarketing Insights Salesforce Author of Marketing Automation for Dummies -Wiley (2013) Context Revolution -Harvard Business Press (2019) @msweezey
- 3. THE LIMITED MEDIA ERA 19 0 0 - 2 0 0 9 • Limited creation of media • Limited distribution of media • Limited access All of our ideas of what marketing is and how it operates were formed in this era. 2 0 0 91 9 0 0
- 4. THE INFINITE MEDIA ERA 20 0 9 - ? ? THE CONSUMERS ARE NOW IN CONTROL OF THE MEDIA OUR IDEA OF MARKETING WAS CREATED DURRING THIS LIMITED ERA n o w • Infinite creation of media • Infinite distribution of media • Infinite access
- 5. IT’S NOT JUSTMORE - IT’S NEW • 70% OF NOISE IS CONSUMER GENERATED • 500 MPD 2018 - NOISE • ALL BUSINESS GENERATED • 50 MPD 1970 - NOISE
- 6. MARKETING CREATES MESSAGESTO TELL THE WORLD ABOUT THE PRODUCTS. OLD IDEA
- 7. MARKETING CREATES EXPERIENCES FOCUSEDON A SHARED PASSION. INFNITE ERA
- 8. A FOCUS ON ‘THEEXPERIENCE’ IS A KEY TRAIT OF ALL HIGH PERFORMING MARKETING ORGINIZATIONS @msweezey
- 9. HIGH PERFORMERSA RE 96.3XM O R E L I K E L Y T O B E B E A T I N G T H E I R D I R E C T C O M P E T I T I O N - S A L E S F O R C E R E S A E R C H O F 7 , 5 0 0 B U S I N E S S
- 10. Isn’t what yousay. It is the the sum of all experiences. @msweezey BRAND
- 12. PURPOSE DRIVEN BRANDS OUT PERFORM THEIR DIRECT COMPETITIONBY @msweezey 2X- 2017 STATE OF MARKETING – SALESFORCE RESEARCH
- 13. PURPOSE IS NOTCSR @msweezey
- 14. CSR = CORPORATESOCIAL RESPONSABILITY @msweezey • HABITAT FOR HUMANITY BUILDS • DONATIONS TO CHARITY • VOUNTEER WORK • CHARITY OF ANY KIND ACCOMPLISHES PR GOALS AND CULTURE GOALS NOT MARKETING GOALS
- 15. PURPOSE = @msweezey • ALWAYS– Inspire confidence in women • PATAGONIA – Sustainable products • TESLA – Get the world off of fossil fuels • SALESFORCE – To be a platform for change for all stake holders PUROSE ACCOMPLISHES MARKETING GOALS SHARED ACTIONS FOCUED ON SHARED PASSION
- 16. PURPOSE DRIVE APPROACHTO THE AUDIENCE EXPERINCE • AT SALESFORCE - OUR AUDIENCE ARE PEOPLE WHO WANT TO GROW THEIR BUSINESS. • FOCUSING IN ON THIS SHARED PASSION OF PERSONAL AND PROFESSIONAL GROWTH DRIVES SERIOUS MARKETING RESULTS @msweezey
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- 18. BY HELPING OUR AUDIENCEFULFILL THEIR GOALS THEY SHARE OUR BRAND WITH OTHERS. THEN THOSE WHO ARE SUPER ACTIVE – ‘MVP STATUS’ BECOME BRAND EXTENDERS NOTICED THIS LINKEDIN POST @msweezey
- 19. CUSTOMERS WHO JOINTHE COMMUNITY @msweezey PURCHASE 2X MORE STAY CUSTOMERS 4X LONGER DRIVING SERIOUS REVENUE IMPACTS BY FOCUSING IN ON SHARED PASSIONS
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- 22. EDWARD BERNAYS CREATES THE FIELDOF PUBLIC RELATIONS IN 1917 FUN FACT: HIS UNCLE IS SIGMUND FREUD @msweezey
- 23. But that was1917…. In a limited media era…what happens now? @msweezey
- 24. PARTICIPATORY PROPAGANDA IS WHAT WORKS INTHE INFINITE MEDIA ERA Alicia Wanless “ @msweezey
- 25. PARTICIPATION IS MORE IMPORTANTFOR CONTROLLING NARRATIVE THAN PUBLICATION @msweezey
- 26. The #1 SERPfor “Election Results” was Fake news!
- 27. HOW DID A WORDPRESS.COMSITE HACK THE BIGGEST NEWS STORY OF THE DECADE? @msweezey
- 28. This fake newsstory on 70news.wordpress.com has 123 domains with over 331 back links, and over 400k social shares. CNN.com electin results official page only has 325 back links, and 40k social shares. PARTICIPATION @msweezey
- 29. @msweezey THEY DROVE 10XTHE ENGAGEMENT AS CNN
- 30. @msweezey MODERN PR IS PARTICIPATORY PEOPLEHAVE TO ENGAGE FOR IT TO WORK.
- 31. @msweezey NARRATIVE CONTROL MEANS CONTROLING THE ANSWERSTHEY FIND WHEN THEY ASK THEM.
- 32. “Best Toothbrush” Search's areup 100% from 2016-2017. @msweezey
- 34. Consumer Research on Perceptionof bots @msweezey
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- 36.
- 37. CONSUMER BELIEVE CHATBOTS TOBE BETTER THAN EMAIL, APPS, OR PHONE CALL TO ANSWER SIMPLE QUESTIONS. - STATE OF CHATBOTS 2018 @msweezey
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- 39. W H AT I F Y O U K I L L E D F O R M S ?
- 40. #1 sources ofqualified opportunities for Segment.io. 5X Increase in engagement 2X Increase in conversations
- 41. WEBSITES WILL BE GONE INA DECADE. CONVERSATIONAL INTERFACES. LIKE THIS ONE FROM K2 BANK. CHATBOTS ARE THE BEGINNING. @msweezey
- 43. 70% 39% 59% 39% 39% Digital Marketing Spend TraditionalMarketing Spend Marketing tools and technology Marketing consulting Marketing headcount WHERE HIGH PERFORMERS PLAN TO INCREASE SPENDING Source: Salesforce State of Marketing Report @msweezey
- 44. H I GH P E R F O R M I N G M A R K E T I N G B U D G E T S W I L L D O U B L E I N 1.8 YEARS @msweezey
- 45. MAINTAIN BRANDING 15% HEADCOUNT 80% PROGRAMS 5% TECH + OTHER 2-6% GR AVERAGE BUDGET FAST GROWTH 25% HEADCOUNT 65% PROGRAMS 10% TECH + OTHER 7-12% GR 30% HEADCOUNT 55% PROGRAMS 15% TECH + OTHER 13-30% *GROSS REVENUE *GROSS REVENUE *PROJECTED REVENUE @msweezey
- 47. T H EF U T U R E I S N ’ T J U S T A B O U T N E W M A R K E T I N G T A C T I C S , I T ’ S A L S O N E W WAYS O F WO R K I N G @msweezey
- 48. H I GH P E R F O R M E R S A R E T E N T I M E S M O R E L I K E L Y T O U S E A G I L E M E T H O D S 10X @msweezey
- 49. AG I LE = T H E M O D E R N P R O D U C T I O N M E T H O D @msweezey
- 50. Of marketers sayit takes 2-5 weeks to create a piece of content. 42% Of marketers say it takes more than 7 weeks to create a piece of content. 1/31 http://www.techvalidate.com/bl og/2013-content-marketing- research-time-spent-creating- content-2892 @msweezey
- 51. 3 P RO D U C T S 3 B U Y E R P E R S O N A S 3 S TAG E S I N T H E C YC L E 2 7 P I E C E S O F C O N T E N T @msweezey
- 52. 2 7 PI E C E S O F C O N T E N T AT 2 W E E K S P E R P I E C E WEEKS 54 @msweezey
- 53. U S ER S T O R I E S T E S TR E V I E W E X E C U T E AGILE PROCESS @msweezey
- 54. USER STORIES 1 .W H A T Q U E S T I O N S A R E T H E Y A S K I N G 2 . W H E N / W H E R E A R E T H E Y A S K I N G T H O S E Q U E S T I O N S 3 . W H A T E X P E R I E N C E S A R E Y O U R S C O M P E T I N G W I T H @msweezey
- 55. John, I noticed anarticle on Content experience, and thought you might like to give it a look. John, There is a video in our resource library on Lead nurturing best practices, here’s a link to it. It was recorded with Jay Baer. John, I’m not sure if you follow this guy on social. But If you’re on Twitter you might want to check out @jaybaer. We’ve just shot a webinar.. AGILE TES T @msweezey
- 56. REVIEW 1 . WH A T W E R E Y O U L O O K I N G F O R ? 2 . D I D I T M E E T Y O U R E X P E C T A T I O N S ? 3 . H A V E Y O U F O U N D B E T T E R ? @msweezey
- 58. H I GH P E R F O R M E R S A R E 17X BETTER A T C O L L A B O R A T I O N A C R O S S T H E C U S T O M E R L I F E C Y C L E @msweezey
- 59. C H IE F E X P E R I E N C E O F F I C E R CXO T H E I R G O A L I S T O B U I L D A B R I D G E B E T W E E N A L L D E P A R T M E N T S @msweezey
- 60. JCrew just hired thisguy as their CXO. He will report to the CEO. Prior to that he lead Starbucks digital efforts!
- 61. C O LL A B O R AT I O N I S T H E K E Y T O C O N N E C T E D E X P E R I E N C E S “ @msweezey
- 62.
- 63. IT’S NOT JUSTMORE - IT’S NEW • 70% OF NOISE IS CONSUMER GENERATED • 500 MPD 2018 - NOISE • ALL BUSINESS GENERATED • 50 MPD 1970 - NOISE @msweezey
- 64. PURPOSE DRIVEN BRANDS OUT PERFORM THEIR DIRECT COMPETITIONBY @msweezey 2X- 2017 STATE OF MARKETING – SALESFORCE RESEARCH
- 65. IN THE NEWERA PARTICIPATION TRUMPS PUBLICATION @msweezey
- 66. Consumer Research on Perceptionof bots @msweezey
- 67. MAINTAIN BRANDING 15% HEADCOUNT 80% PROGRAMS 5% TECH + OTHER 2-6% GR AVERAGE BUDGET FAST GROWTH 25% HEADCOUNT 65% PROGRAMS 10% TECH + OTHER 7-12% GR 30% HEADCOUNT 55% PROGRAMS 15% TECH + OTHER 13-30% *GROSS REVENUE *GROSS REVENUE *PROJECTED REVENUE @msweezey
- 68. H I GH P E R F O R M E R S A R E T E N T I M E S M O R E L I K E L Y T O U S E A G I L E M E T H O D S 10X @msweezey
- 69. H I GH P E R F O R M E R S A R E 17X BETTER A T C O L L A B O R A T I O N A C R O S S T H E C U S T O M E R L I F E C Y C L E @msweezey
- 70.