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Keynote presentation at Procurecon Nov 14, 2012. Covers the major trends affecting the roles of marketing procurement, and the organizational preparedness required to maximize the relationship between marketing, procurement and agencies.
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Nov 14, 2012
State of The Union: Market Forces and Trends
For Digital Marketing Procurement
JUST OVER TEN YEARS AGO…
JUST OVER FIVE YEARS AGO…
Media Con9nues to Fragment
5
Compe9ng in The ABen9on Economy
6
A%en
(on
Content, Media, Informa(on, Noise
Global Markets Are Gaining Digital Strength
China 513 mm
US 245 mm
Consumers Are Connected
8
38% of US households have a connected device
25% of US adults own a tablet
117 mm mobile internet visitors
Digital ubiquity
Consumers Are Empowered
Sources: Nielsen, Add This
23% of US Internet Consump9on
2.65 Billion Shares Daily
Consumers Are Connected and Empowered Omnichannel Reali,es
Agencies’ Evolving Roles
An Algorithms Here, An Algorithm There…
Here an Algorithm, There An Algorithm …
16
Embrace Your Inner Geek
ABribu9on Challenges and Solu9ons
Challenges: Insufficient Data Dura(on of Buying Cycle Not Absolute
17
Drink From The Big Data Fire Hose
18
It’s Ok to Get Frustrated Some9mes
From What Do We Want to Make The Consumer Feel & Think About Our Brand?
To How Can Our Brand Meet Consumers’ Expecta(ons, Needs and Desires?
Characteris9cs of The Marketer of The Future
Accountability
Adaptability
Flexibility
Agility
Produc(vity
Innova(on
Agents of Change
New Org Requirements
Org Structure
Capabili9es
Talent
Processes
Culture
New Process Requirements
Itera9on Strategic Planning
Ac9onable Insights
Formalized Collabora9on
Shared Learning
Procurement
Iden9fy and Eliminate Bad Habits
Iner(a
Legacy Thinking Complacency
Fear
Execu(on Without Strategy
Lack of
Collabora(on
Develop Talent and Capabili9es
Enable The Next Wave of Customer Engagement Maximize Digital Investments Formalize Priori(za(on Commit to Training and Development
Become a Master of Modeling
Seek The Truth Embrace Direc(onal vs Absolute Measurement Develop Business Intelligence
Be a BeBer Client to Your Agencies
Treat Agencies as Partners Over-‐Communicate Drive Over Arching Strategy Challenge Each Other
Agency Consolida9on?
Independents Agency Holding Co’s
Today, Everybody Can Do Everything…
Except They Can’t!
Marke9ng and Procurement Collabora9on
Align on Strategy Establish Priori(za(on Develop Scorecards Challenge Each Other Develop SPM / SRM Criteria
The illiterate of the future will not be the person who cannot read. It will be the person who does not know how to learn, unlearn and relearn. -‐ Alvin Tophler
