Ashley Friedlein - The Inbounder Global Conference 2018

1. M3 (Modern Marketing
Model) - the new model for
marketing
Ashley Friedlein, Founder, Econsultancy
@AshleyFriedlein
https://www.linkedin.com/in/ashleyfriedlein/

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We need to
redefine
Marketing

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“The management process responsible for identifying,
anticipating and satisfying customer requirements profitably.”
CIM (The Chartered Institute of Marketing)
“Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large.”
AMA (American Marketing Association)

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“The management process responsible for identifying,
anticipating and satisfying customer requirements profitably.”
CIM (The Chartered Institute of Marketing)
“Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large.”
AMA (American Marketing Association)

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“The management process responsible for identifying,
anticipating and satisfying customer requirements profitably.”
CIM (The Chartered Institute of Marketing)
“Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large.”
AMA (American Marketing Association)

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https://econsultancy.com/blog/62668-our-modern-marketing-manifesto-will-you-sign

7. Modern Marketing Model (M3)
• Why do we need it?
• A brief recap of marketing model evolution
• M3 – the model and key points
• M3 – implications
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Why do we need a new model
for marketing?

9. CMOs have the highest turnover in the C-suite

10. Marketing academia isn’t teaching students
what employers want
https://medium.com/@dpalm/studying-marketing-at-university-was-a-frustrating-
waste-of-time-b7bf0ef39d7

11. Digital marketing is dead. Is it? Definitely. Or
maybe not. Mmm. Let’s debate it some more?

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The problem?
Marketing is in the grips of an existential crisis.
We have no post-digital reference for what
marketing has become.

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A brief recap of the evolution of
marketing models to date

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M3 – the model and key points

20. Who, what, how...?
Objectives/KPIs,
budgeting/resourcing
Aka “customer-centricity” – are
we properly looking at this from
a customer/market viewpoint (or
just because we have some
product we think we can sell)?
Aka “market research” –
qualitative + quantitative, primary
+ secondary data sources
Brand equity, management,
tracking, architecture. Central
brand purpose, values. Pricing.
Mapping the market and choosing
/ defining your target segments
Deliver brand perception –
proposition, offer/benefits
Omnichannel customer
journey mapping,
measurement & optimisation
Aka “Place” – ensuring your
product/service can be found where
your customers are (‘availability’)
Media-neutral combination of marketing
tactics/channels to communicate your message
The management of marketing data (privacy,
governance, metadata, algorithms, models etc) + the
measurement and optimisation of all marketing activities

21. Digital vs Classic marketing
• “Digital marketing” is part “Marketing”
– “Digital marketing” is tactical rather than strategic. But tactics can, and should,
influence strategy
– “Digital marketing” or “Classic marketing” tactics may need to be executed by
specialists but both must be understood and integrated for effective marketing
– A digital marketer who refuses to embrace classic marketing will hit a ceiling in
his/her career
– A classic marketer who refuses to embrace digital won’t have a job at all before
long
• In the M3 model
– “Customer” appears twice. “Digital” does not appear at all.
– Works for B2B as well as B2C
– Works for small organisations as well as large
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22. Digital and classic marketing disciplines
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Classic marketing disciplines
• Advertising
• Brand management
• CRM & Loyalty
• Database marketing
• Distribution
• Events and experiential marketing
• Market research
• Marketing strategy
• Packaging and labelling
• Partner marketing
• Pricing
• Product/service development
• Promotions
• Public relations
• Retail & shopper marketing
• Sponsorship
• STP (Segmentation, Targeting & Positioning)
• Telemarketing
Digital marketing disciplines
• Affiliate/performance-based marketing
• Content marketing - includes copywriting, video
• Conversion rate optimisation (CRO)
• Customer/user experience
• Digital analytics and measurement
• Digital data marketing – schemas, feeds, APIs, metadata, machine-
to-machine data
• Digital display advertising - includes retargeting, programmatic
• Email and eCRM - includes marketing automation, personalisation
• Mobile marketing
• Online PR – includes online influencer marketing, reputation
management
• Paid search marketing (PPC)
• Search engine optimisation (SEO)
• Social media marketing - includes community building,
collaboration/co-creation, social CRM, social customer care, social
monitoring/listening

23. M3 unites digital and classic marketing
• Customer Insight
– Classic: focus groups, surveys
– Digital: keyword research, social media analysis
• Segmentation & Targeting
– Classic: demographic, firmographic, psychographic, behavioural
– Digital: contextual, realtime/dynamic, sequential/triggered
• Customer Experience
– Classic: target segment portraits, Net Promoter Score
– Digital: personas, digital analytics/CRO
• Distribution
– Classic: wholesale, retail, channel management
– Digital: affiliates, aggregators, syndication, platforms, viral/sharing
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24. Data Competencies (for Modern Marketing)
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https://www.econsultancy.com/blo
g/69899-what-data-
competencies-does-a-modern-
marketing-function-need

25. Data Competencies (for Modern Marketing)
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What are the implications of M3?

27. What does M3 mean for you and your
organisation?
1. Take personal and organisational responsibility for
developing M3 marketing capability – if you want to
succeed in modern marketing
2. Ensure your organisation, your peers in other functions,
and your marketing team are clear, and agreed, on the
role/remit of marketing in your business – use M3 as a
reference
3. Make sure you have the right organisational
structure/design for a ‘future-fit’ marketing function
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28. Marketing Organisational Design
• Typical models:
– Segment-centric e.g. “High Net Worth” vs “Mass Affluent” etc
– Lifecycle-centric e.g. Acquisition, Conversion, Retention
– Product-centric e.g. by brand or product
– Channel-centric e.g. store, catalogue, phone, ecommerce
– Function-centric e.g. brand, content, growth, social etc.
• Variants:
– Geography e.g. region super-set
– Chief Customer Officer: Sales & Service report to CCO
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29. Key considerations for modern marketing
• What level of control/involvement for ‘marketing’
in the following:
– Data / tech
– Content
– Customer Experience (inc. Product)
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30. (M3-compliant) start-up model?

31. (M3-compliant) scale-up model?

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M3 in full
Read/download at
http://m3.econsultancy.com

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34. Thank you –
questions?