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The Rise of the New Marketer:The Economist’s Findings on Key Trends Jeff Pundyk GVP, Content Solutions The Economist Group Sanjay Dholakia CMO Marketo
The not-so-distant future of marketing.
In the beginning, there was the marketing funnel…
…Now there’s the always-on consumer-led economy.
29% say the need for change is urgent. More than 80% of marketing executives worldwide say they need to restructure marketing.
Be bold. Marketers point to five areas of dramatic change.
Be bold. Marketers point to six areas of dramatic change. 1. From cost center to source of revenue Four out of five companies will classify marketing as a revenue driver in 3-5 years.
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.*”
2. Lead the customer experience 75% of marketers say they will be responsible for the customer experience in 3-5 years.
3. A shift in customer engagement 78% relate engagement to sales 22% related engagement to brand
eBay e-trade readiness Index 12 4. Marketers need to retool first Top skills in demand: Digital engagement Marketing operations & technology Strategy and planning
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.
Remember to be human And a sixth Don’t forget to be human. And I’ll throw in a sixth