Crafting a Marketing Career on Your Terms in a Rapidly Changing Business World-- MarketingTechAZ
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Presented by Scott McAndrew, Chief Strategy Officer, LaneTerrelever Marketing and technology are in lockstep, for better or for worse. As technology drives a relentless pace for marketers, how can they get beyond playing catch-up and start moving their marketing career forward – even if they’re focusing on emergent channels and tactics? Join LaneTerralever’s Chief Strategy Officer, Scott McAndrew, as he shares his experience and perspective on how to start making the most of your marketing career today.
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Crafting a Marketing Career on Your Terms in a Rapidly Changing Business World-- MarketingTechAZ
- 1. Aug / 21 / 2014 Crafting a Marketing Career on your Terms in a Rapidly Changing Business World Marketing Technology Summit Scott McAndrew LaneTerralever LaneTerralever.com
- 2. recently asked in a digital marketing survey How do you feel when you think about managing digital marketing for your brand?
- 3. direct strong cautious statistics strategic digitally uphill make uncertain consistently strategies needed always learningneed know overwhelmed resources many excited efforts tools data tactical invest important creative good just ineffective timemanagement budgets tactics apprehensive constantly brandlacking digital changing overwhelming difficult digital value frustrated innovative necessary ideas constantly company challenging confusing strategy new managing important consistent data current priority curve best support difficult frustrated use good right insights curious work driven come process sometimes plan try sales questionable analytics ROI interesting success engage challenged expensive move execute marketoptions exciting stressful think senior SEO excited quantify interesting companies confident awareness staffed adequate revisit optimization relevant eye opening results advertising getting scattered battle words confident words presence moving knowledge outlets still internal much proven optimistic unclear struggle slow work education one response complex average low better feel attribution low sure part frustrating
- 4. 2014 is the year of personalization
- 5. 2014 is the year of big data marketing
- 6. 2014 is the year of millennial madness
- 7. 2014 is the year of iBeacons
- 8. 2014 is the year of advocacy marketing
- 9. 2014 is the year social sizzles
- 10. 2014 is the year of multiscreen mania
- 11. 2014 is the year of event integration
- 12. 2014 is the year digital gets physical
- 13. 2014 is the year content marketing will die
- 14. Marketing and technology are in lockstep, and marketing channels, methods and techniques will continue to evolve at an increasing rate
- 15. Consumer Technology Advancements 1810s - 2010s 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010
- 16. Major Marketing Channels 1810s - 2010s 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010
- 17. New channels and tactics aren’t replacing the old. It’s additive.
- 18. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today?
- 19. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today? CEO 85% CTO 75% CFO 99% CMO 30%
- 20. direct strong cautious statistics strategic digitally uphill make uncertain consistently strategies needed always learningneed know overwhelmed resources many excited efforts tools data tactical invest important creative good just ineffective timemanagement budgets tactics apprehensive constantly brandlacking digital changing overwhelming difficult digital value frustrated innovative necessary ideas constantly company challenging confusing strategy new managing important consistent data current priority curve best support difficult frustrated use good right insights curious work driven come process sometimes plan try sales questionable analytics ROI interesting success engage challenged expensive move execute marketoptions exciting stressful think senior SEO excited quantify interesting companies confident awareness staffed adequate revisit optimization relevant eye opening results advertising getting scattered battle words confident words presence moving knowledge outlets still internal much proven optimistic unclear struggle slow work education one response complex average low better feel attribution low sure part frustrating
- 21. There’s a lot changing in marketing. Never fear, we have the Google.
- 22. 7 Simple Social Media Moves That Work
- 23. Top 10 of the Top 10 Lists in Digital and Marketing
- 24. The Cost Of Social Media Fame In 2014? About $6,800
- 25. The Gloves Are Off: Email vs. Mobile
- 26. 4 Ways Click Farms Screw Your Business
- 27. Bet the click-through rate is good. But, those are the wrong answers to the wrong questions.
- 28. What we really need to see in the next quarter is a bigger focus on fan acquisition.
- 29. What I need from your team is to answer this: What’s OUR Oreo moment?
- 30. So, what’s our Snapchat Strategy?
- 31. The impression I get from working with brands, organizations, and agencies—a mix of young upstarts, midcareer professionals, and top-level executives—is that success in digital marketing is a fast-moving target. Even as a single strategy hits the mark, a new tech development rewrites the rules and forces even the savviest marketer to start from scratch. Past successes no longer ensure future ones. Leaders complain that they need to adapt faster, and they simply don’t know how. The digital disruption has caused a knowledge gap. Johanna Frelin The Management Blog Bloomberg Businessweek -
- 32. Understand what the boss wants
- 33. Understand what the boss wants The boss wants what the organization needs Simply stated, she wants marketing to be accountable in the same ways the other C-level functions are
- 34. CMO’s: Do you feel pressure from your CEO or Board to prove the value of marketing? 34% YES 66% NO CMO’s: Is this pressure increasing, decreasing, or staying the same? 60 45 30 15 0 INCREASING SAME DECREASING - CMO Survey - August 2013
- 35. Marketers Know Change is Necessary Marketers expect their role to change quickly… and change won’t stop. - Adobe, Digital Roadblock: Marketers Struggle to Re-invent Themselves 2014
- 36. Marketers Know Change is Necessary Those that embrace change don’t know how to do it. - Adobe, Digital Roadblock: Marketers Struggle to Re-invent Themselves 2014
- 37. 67% of Marketers don’t believe Marketing ROI requires a financial outcome (these are the very Marketers that struggle to give the correct mathematical formula for Marketing ROI) - Fournaise 2012 33% 67%
- 38. 63% of Marketers don’t include any financial outcome when reporting on and presenting marketing results to their CEOs & Top Management. - Fournaise 2012 37% 63%
- 39. 69% of CEOs admitted that over time, they have stopped imposing business-focused Key Performance Objectives (KPOs) and Key Performance Indicators (KPIs) for Marketers to achieve. The reason? Marketers have continuously failed to prove they generate business growth. - Fournaise 2012 31% 69%
- 40. Knowing everything about marketing is next to impossible Arriving at ROI is possible, albeit with challenges of its own
- 41. ROI is an equation, not a theoretical concept ROI = gain from investment - cost of investment cost of investment x 100
- 42. Regardless of Your Career Level If you lack an understanding of business mechanics and applicability of marketing metrics get it. It is the most significant change a marketer can make to increase future value.
- 43. Strategy is where you start
- 44. Business Goals Business Strategy Marketing Goals Marketing Strategy
- 45. Moving Forward 1. Stop focusing on the shiny objects, and don’t allow the rest of the organization to dissuade you 2. Broaden your view of what marketing means and focus on the relationship your organization has with your customers 3. As a team, craft a marketing strategy that directly relates to your business’ goals and includes ROI measurement 4. Identify gaps preventing accurate ROI measurement and make the case for corrective measures (systems, people and process) 5. Surround yourself with smart, capable people that can help you achieve the goals your organization demands
- 46. If you have clear business goals, and based on those goals have a clear, measurable marketing strategy to work from then everything else falls into place.
- 47. Thank You For a copy of this deck please email me at scott.mcandrew@laneterralever.com Scott McAndrew Chief Strategy Officer LaneTerralever Scott.McAndrew@LaneTerralever.com 480.839.1080