The not-so-distant future of marketing.

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The not-so-distant future of marketing.

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In the beginning, there was the marketing funnel…

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…Now there’s the always-on consumer-led economy.

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Be bold.

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Marketing expenditures now total $1 trillion globally *Source: McKinsey & Co. Three out of four CEOs agree: marketers “are always asking for more money, but can rarely explain how much incremental business this money will generate.*”

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Our Study Six marketing visionaries: Seth Godin, author John Hagel, Deloitte Center for the Edge Gavin Heaton, the Disruptor’s Handbook Aditya Joshi, Bain Marc Mathieu, Unilever Jim Stengel, former CMO of P&G A global survey: 478 CMOs and senior marketing executives 33% North America 30% Europe 29% Asia-Pacific 9% Latin America & Africa 52% with revenues of over $500 million, 20% with revenues higher than $5 billion

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29% say the need for change is urgent. More than 80% of marketing executives worldwide say they need to restructure marketing.

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Be bold. Marketers point to five areas of dramatic change.

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Be bold. Marketers point to six areas of dramatic change. 1. From cost center to revenue source 80% of companies will classify marketing as a revenue driver in 3-5 years.

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2. Lead the customer experience 75% of marketers say they will be responsible for the customer experience in 3-5 years.

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3. A shift in customer engagement 78% relate engagement to sales 22% related engagement to brand* *These are the marketers least likely to think that marketing needs to change.

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eBay e-trade readiness Index 12 4. Marketers need to retool first Top skills in demand: Digital engagement Marketing operations & technology Strategy and planning

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13 5. Digital and data dominate investment 75% of investments focused on reaching customers through social, mobile and e-mail. 25% focused on analytics to knit together data from different channels.

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Remember to be human And a sixth Don’t forget to be human. And I’ll throw in a sixth

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The survey was conducted with the Economist Intelligence Unit’s Opinion Leaders Panel, made up of more than 100,000 global executives. Read the full report here

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Jeff Pundyk VP Content Solutions and Strategy @jpundyk