Presented at eConsultancy JUMP NYC Jan 30, 2013 -- As agencies focus on what it means to be the agency of the future, marketers are facing an evolution of their own. Winning the hearts and minds of the the empowered and connected consumer requires the development and integration of a broad base of digital capabilities and cross-functional processes, embracing data and technology, attracting key talent, evolving legacy culture, and managing a portfolio of agencies, media and technology partners. Jason works closely with CMO's and marketing leaders to assess, develop and guide the organizations' digital marketing operations, and will share some of the best practices and common pitfalls that marketers experience on the journey to becoming the marketer of tomorrow.

1. Adapt or Die:
What It Means to Be The
Client of The Future
Jan 30, 2013

3. Just
over
ten
years
ago…

5. Just over 5 years ago…

6. Less
than
three
years
ago…

7. Media
con5nues
to
fragment
7

8. Consumers
are
connected
and
empowered
117
mm
38%
of
US
Digital
25%
of
US
adults
households
have
a
mobile
ubiquity
own
a
tablet
connected
device
internet
visitors
8

9. Consumers
are
connected
and
empowered
23%
of
US
Internet
2.65
Billion
Consump5on
Shares
Daily
Sources:
Nielsen,
Add
This

10. Consumers
are
connected
and
empowered
Omnichannel
reali,es

13. Polariza5on
of
digital
marke5ng
trends

14. An
Algorithms
Here,
An
Algorithm
There…
Here
an
algorithm,
there
an
algorithm
…

15. Dimensions
of
Direct
Response
15

16. Polariza5on
of
digital
marke5ng
trends

17. Dimensions
of
Digital
Branding
17

18. New
interrela5onship
between
paid,
owned
and
earned
media
Paid
Integra5on
Owned
Earned
Amplifica5on

19. Media,
marke5ng,
&
technology
are
merging

20. New
org
requirements

21. New
process
and
governance
requirements

22. Global
and
regional
implica5ons

23. Myth
#1
Digital
is
so
specialized
and
unique
that
it
must
remain
siloed

24. Myth
#2
Digital
capabiliDes
can
easily
be
integrated
within
the
organizaDon

26. Marketers
are
recognizing
the
challenge
80%
Senior
markeDng
leaders
that
recognize
a
need
for
digital
organizaDonal
transformaDon
but
do
not
know
what
to
do
about
it.
Sources:
NRF
organizaDonal
structure
study

27.
From
What
do
we
want
to
make
the
consumer
feel
&
think
about
our
brand?

28.
To
How
can
our
brand
meet
consumers’
expectaDons,
needs
and
desires?

29. Agencies
recognized
the
need
to
evolve
first…
Changing
consumer
behavior
Increase
demand
for
accountability
Increased
complexity
Improved
data
accessibility

30. Agencies
evolve
into
“the
agency
of
the
future”
Embrace
new
disciplines
Data,
math
capabiliDes
Emphasis
on
strategy
and
soluDons
Cross-­‐channel
integraDon
New
compensaDon
structures

31. The
agency
of
the
future
Services
(CreaDve,
Media,
PR)
Agency
Technology
of
the
Business
&
data
future
intelligence
Strategy

32. The
marketer
of
the
future
Disciplines
&
channels
Marketer
Technology
of
the
Business
&
data
future
intelligence
Strategy

33. Changing
of
the
guard

34. Digital
transforma5on
Capabili5es
Org
structure
Talent
Processes
Culture

35. Accountability
Agility
Adaptability
ProducDvity
Flexibility
InnovaDon

36. Path
to
digital
maturity
and
excellence
Aligned
CommiYed
TransiDonal

37. Path
to
digital
maturity
and
excellence
Aligned
Plugged
into
legacy
org
Heavily
siloed
CommiYed
Limited
collaboraDon
TransiDonal
Limited
data
abiliDes

38. Path
to
digital
maturity
and
excellence
Aligned
Increased
digital
prioriDes
CommiYed
Digital
as
a
catalyst
TransiDonal
Evolving
consumer
insights
capabiliDes

39. Path
to
digital
maturity
and
excellence
Aligned
Always-­‐on
is
the
New
normal
CommiYed
Complete
execuDve
Level
support
TransiDonal
Data-­‐driven
business
intelligence

40. Hack
the
org
chart

41. Redefine
processes
and
foster
collabora5on
Strategic
planning
Itera5on
Ac5onable
insights
Shared
learning
Formalized
collabora5on

42. Iden5fy
and
eliminate
bad
habits
InerDa
Fear
ExecuDon
without
Legacy
thinking
strategy
Complacency
Lack
of
CollaboraDon

43. Develop
talent
and
capabili5es
Enable
the
next
wave
of
customer
engagement
Maximize
digital
investments
Formalize
prioriDzaDon
Commit
to
training
and
development

44. Become
a
master
of
modeling
Seek
the
truth
Embrace
direcDonal
vs
absolute
measurement
Drink
from
the
“big
data”
fire
hose
Develop
business
intelligence

45. Be
proac5ve
about
being
reac5ve
React
to
trends
as
they
emerge
Enable
real
Dme
markeDng
Tools,
process,
budget
implicaDons

46. Be
both
a
leader
and
change
agent
ExecuDve
level
support
is
criDcal
Embrace
experimentaDon
and
failures
Inspire
and
moDvate
Evolve
corporate
culture

47. Be
a
be_er
client
to
your
agencies
Treat
agencies
as
partners
Over-­‐communicate
Drive
over
arching
strategy
Challenge
each
other

48. Keep
your
eyes
on
the
trends,
but
your
feet
on
the
ground
ForDfy
your
baseline
acDviDes
Understand
your
customers
Develop
your
talent
Don’t
get
caught
up
on
the
bright
shiny
objects

50. 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
Toffler

51. Thank You!
Jason@agilitico.com
@jasonheller