Le futur du marketing révélé par l'étude "Marketing 2020"
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An Introduction
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Cette étude (document en Anglais) découle de 250 entretiens avec des CMO à l'international. Le rôle du marketeur évolue puisque dans 58% des entreprises, il collabore étroitement avec la direction générale pour déterminer les priorités stratégiques de croissance, contre 38% en 2006. L'enjeu d'intégration passe, selon les entretiens, par un "dé-silotage" de la structure pour repenser les compétences des équipes, dans un modèle 365/24/7, selon 3 axes : Think (marketing analytics), Feel (customer engagement), Do (content production). L'étude révèle que les entreprises sur-performantes dans leur secteur investissent en moyenne 20% de plus que les autres dans le développement des compétences de leurs équipes. Les challenges qui attendent les CMO dans le futur seraient : l'infobésité, le respect de la vie privée, la multiplication des points de contact et les silos. Les entretiens d'une heure de plus de 250 CMO et marketers américains, français, britanniques, brésiliens, chinois, singapouriens, néerlandais, belges et allemands ont été compilés et 10 231 professionnels du marketing de 92 pays ont été interrogés.
Transcript of Le futur du marketing révélé par l'étude "Marketing 2020"
250 CEO, CMO and Agency Vision Interviews
10,231 marketing participants from 92 countries
18%
12%
8%
8%7%6%
41%
Media/CommunicationsBusiness and financial servicesConsultingManufacturingHealthcareFMCGOthers
18%
33%
48%
1%
B2CB2BBothOther
1,064 US Participants
19%
30%30%
21%
Board/EVP/SVPVP/DirectorManagerOther
63%9%
28%
MarketingCommunicationsOthers
Seniority Industry DisciplineType of Business
5
A lot is changing in the Marketing World
WHAT we do in Marketing is changing beyond recognition
…but HOW we organize
looks the same
Marketing Organization Chart
The role of Marketing
Global ConsumersPartnersLocal Agencies
10
Marketing structure
Marketing capability
and CMO leadership
...to drive business growth
NOW:
Characteristics of WinningMarketing2020Brands
At/After Lunch:
CMO Round Table:Organizing for Growth
TopMarketing2020Opportunities & Challenges
Social marketing
Purposeful Marketing
Collaborating with Consumers
Globalization
Opportunity to influence business
TopMarketing2020Challenges
Infobesity
Privacy risks
Organizational silos
Doing more with less
Touch point consistency
Lack of influence
Ability to stay current
So, What does it take to win?
Winning Marketing2020 brand characteristics
Big Insights
Purposeful Positioning
Total Experience
Organizing for growth
Big Insights
Purposeful Positioning
Total Experience
Winning in Marketing2020
Big Insights
Purposeful Positioning
Total Experience
NOW:
WinningMarketing2020BrandCharacteristics
Big Insights
Purposeful Positioning
Total Experience
Big insights
Big Insights
+30%Big Insights
Purposeful Positioning
Total Experience
We have right data and analytics available to measure marketing effectiveness
We are able to leverage all dataand analytics available
to improve our marketing effectiveness
3032343638404244464850
38
33
45
42
UnderperformOverperform
Big Insights
Purposeful Positioning
Total Experience
Purposeful Positioning
Big Insights
Purposeful Positioning
Total Experience
I believe that brands with a clear societal purpose will drive more business growth
0
20
40
60
80
6
73
Disagree Agree
Purposeful Positioning
Purpose based functional benefits
Big Insights
Purposeful Positioning
Total Experience
Purpose based emotional benefits
Big Insights
Purposeful Positioning
Total Experience
Purpose based societal benefits
Big Insights
Purposeful Positioning
Total Experience
Q9 Market share Q11 Lead genera-tion
Q13 Marketing ef-ficiency
Q14 Net promoter
score
Q15 Consumer engagement
Q16 Revenue growth
Q17 Marketing return on in-
vestment
Q18 Brand health 0%
10%20%30%40%50%60%70%80%90%
100%
Impact of having a societally purposeful brand (Q3602) on marketing KPIs (current performance versus competition)
With purpose Without purpose
38
Purpose drives business growth
Advantages to be achieved
Total Experience
Big Insights
Purposeful Positioning
Total Experience
Brand value in a digital world
40
B R E A C H O FP R I V A C Y
I N C O N S I S T E N C Y
DE
PT
HValu
e P
roposi
tion
BREADTH# of Touch Points and Experiences
© 2013 EffectiveBrands
Nike’s share of experience
Price of shoe and
system
Heart rate monitoring
Running computer
Quality of shoe
Brand image, self-
identification
Tracking runs
Motivationto run
Integrating music and
running
Participating in social network
Emotional association
with running experience
0123456789
10
Nike Experience CurvesPerspective of the Runner
Key Elements of the Customer’s Experience
Qua
lity
of E
xper
ienc
e
High
Low
41
NIKE VIDEO HERE PLEASE
42
WinningMarketing2020BrandCharacteristics
Big Insights
Purposeful Positioning
Total Experience
Organizing for Growth
@marketing2020EB
Now:
CMO Round Table:Organizing for Growth
Big Insights
Purposeful Positioning
Total Experience
Connect:
Marketing is too important to be left just to marketers
46
Big Insights
Purposeful Positioning
Total Experience
Seamless total customer experience
Big Insights
Purposeful Positioning
Total Experience
Marketing works closely with the CEO on business strategy
Marketing approves large growth-oriented ivestment decisions
10%
20%
30%
40%
50%
60%
38%
19%
57%
33%
2006 2013
Big Insights
Purposeful Positioning
Total Experience
Marketing Influence
Partners for growth
“Marketing works closely with the CEO …
CPG
Manufacturing
Financial
Energy &
Utilities
Health Care
64%50% 49%
34% 41%
30%38% 39%
47%42%
6% 12% 12% 19% 17%
Agree Neither Disagree
50
Marketing’s InfluenceBig Insights
Purposeful Positioning
Total Experience
#1
Big Insights
Purposeful Positioning
Total ExperienceBusiness acumen is the license to operate and ticket to influence
2004 2005 2006 2007 2008 2009 2010 2011 20120.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
23.6 23.5 23.226.8 28.4
34.7
42.0 43.045.0
in m
onth
sThe CMO tenure
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
Engineer less —Engage more
@marketing2020EB
Engage internally
I am proud of my brand’s purpose In our company we ensure that all employees are fully engaged with our
brand purpose
We continuously engage our consumers and customers
around our brand’s purpose
40
50
60
70
80
90
72
43
47
84
6063
Under Perform Overperform
Big Insights
Purposeful Positioning
Total Experience
54
‘Googliness’Big Insights
Purposeful Positioning
Total Experience
Full week training & PDP
Big Insights
Purposeful Positioning
Total Experience
$2,000 “Leave Now” check
Big Insights
Purposeful Positioning
Total Experience
@marketing2020EB
Focusdrives growth
Big Insights
Purposeful Positioning
Total Experience
Underperformer Overperformer
49%
59%
“Local marketing understands the global strategy”
“It’s clear what the strategy is for the brand
I’m working on”
59
Underperformer Overperformer
56%
70%
Understanding the strategyBig Insights
Purposeful Positioning
Total Experience
“I support the global strategy of the brand I am working for - % AGREE”
EVP VP/MD Manager Other
Global 83% 80% 83% 82%
Regional 72% 74% 75% 73%
Local 66% 64% 63% 56%
Big Insights
Purposeful Positioning
Total Experience
Communicate, Communicate …
Big Insights
Purposeful Positioning
Total Experience
Orchestration & Integration
Founder — Chief Experience Officer
Big Insights
Purposeful Positioning
Total Experience
Collaborating more closely with IT, Finance and HR
% Always
Marketing works closely with IT Marketing works closely with HR Marketing works closely with Finance10
15
20
25
30
35
40
45
50
18
14
302926
40
Under Perform Overperform
SVP Marketing and IT
From
ProductManager
Staff
Marketing Strategies Manager
Staff
Advertising Director
Staff
Market Research Director
Staff
Promotion Director
Staff
CMO
PublicRelations Manager
Staff
To
PublicRelations Manager
ProductManager
Marketing Strategies Manager
Market Research Director
Promotion Director
CMO
Advertising Director
ThinkAnalyticsMarketers
FeelEngagement
Marketers
DoProduction/
ContentMarketers
New Marketing Roles
Content & creative servicesBig Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
58%
More agencies
% that works with more than 5 agencies
# agencies20
25
30
35
40
45
50
55
60
33
53
Under Perform Overperform
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
From Global to Networked
From Local to Communities
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
Building Marketing capabilities drives growth
Capabilities have the strongest correlation to revenue growth, brand health and MROI
Growing marketing excellence
Consumer Understanding & Insights
Brand Positioning Brand Strategy1015202530354045505560
24 26
15
42
52 50
Underperform
Big Insights
Purposeful Positioning
Total Experience
75
From Digital Marketingto
Marketing in a digital Age
Big Insights
Purposeful Positioning
Total Experience
Lead by example
Big Insights
Purposeful Positioning
Total Experience
CMO Round Table:
Organizing for Growth
Big Insights
Purposeful Positioning
Total Experience
Panel Discussion [email protected]
What are you doing to prepare clients and colleagues for this new world order?
How do you move your teams from Big Data to Big Insights?
How do you best engage the CEO … and the rest of the organization?
How different will your marketing organization look 5 years from now?
What are potential traps for CMOs in driving such aggressive change?
What’s Next?
What’s Next?
• Marketing2020 CMO Round Tables in NYC, Chicago, LA and Las Vegas (CES)
• Benchmarking: Marketing2020 PulseCheck
• In-Company M2020 workshops
• Brand Purpose Round Tables
• Marketing Excellence Round Tables
• Organization Round Tables
Contact: [email protected]
What’s Next?
What’s next for YOU?
Top Marketing2020 CMO Priorities
1.Lead by example in a digital world 2.Engage the total organization3.Inspire and empower vs. control4.Ensure brand consistency throughout5.Build marketing capability
