The Future ofMarketing ManagementA short guide to where we are,where we're going, and how we'll get there

DOZ.com

ContentsIntroductionTraditional Marketing ManagementThe Prosourced AlternativeThe Future of Marketing ManagementConclusion

IntroductionAs long as there have been marketers therehave been marketing managers.

And as long as there have been marketingmanagers there has been a need for tools tosupport this management.

Post-It notes, flipboards, and calendars areclassics and still have a place in manybusinesses. Microsoft Excel has itsadherents, and project management toolslike Trello and Nozbe have fans, too.

But as the nature of marketing management has changed a need fortools to support modern campaigns has emerged.

These tools will allow managers to step up their marketing game andimprove their KPIs. These tools will connect dispersed teams andimprove communication between leaders and team members. Thesetools will be available 24/7 and on any device. And they will integratewith existing corporate systems and processes.

And the best of these tools will be enterprise-wide platforms.

This eBook explains what traditional marketing management is, howit has changed, and where it is heading.

And if you are ready to meet the future today, it'll tell you where tostart.

Traditional MarketingManagement

Let’s imagine what a typical marketing team might look like.

Count a copywriter. A social media manager and maybe a communitymanager, too. There’s likely a PR person and a couple of designers.There's going to be a video and audio expert and an ad buyer. Youmight even hire a second buyer who specializes in buying ad spaceonline.

To keep the team on track you’ll need to put someone in charge andbe sure they have the skills to manage the marketing team. They willbe responsible for requesting the work and setting the goals. They willtrack the performance indicators and ensure everyone delivers ontime and on budget.

This is your marketing manager, and it’s a tough job.

Keeping all these creative professionals productive and hitting thetargets is a significant challenge.

It’s also a significant cost.

TOTAL: $312,417

Social Media Coordinator - $36, 151

Public Relations Coordinator - $37,688

Graphic Designer - $40,238

Multimedia Production Coordinator - $40,767

Media Buyer - $43,550

Copywriter - $44,196

Marketing Manager - $60,261

Source: PaySource.com; average annual salaries

In this scenario you will be paying the salaries and support of a teamof a dozen professionals year round. You’ll be banking on the humanresource management skills of the team leader, the continuedcreativity of the team. You’ll also be paying the costs of keeping thisteam up to date with the latest marketing trends and technologies.

Traditional marketing management represents a significantinvestment for a business.

And that's even before a single marketing task is undertaken.

Is it any wonder that companies have come to expect more fromsmaller teams? Or that more companies use freelance writers,designers, and creatives to avoid higher costs?

Turning to outsourced workers to take on marketing tasks is a stepin the right direction for many companies. But it is full of potentialproblems, too.

There is always the fear that outsourcing marketing tasks will resultin low quality work. Or that freelancers will submit work late. Or thattracking the performance of a campaign will be more difficult. Or thatsavings on wages will not outweigh new costs for managing dispersedteams.

Outsourcing marketing tasks does save money compared to thetraditional company-based model.

But what companies really need are the financial advantages ofoutsourcing without the quality issues that can arise. How can theyachieve this goal?

In a word, they can prosource.

The ProsourcedAlternative

Crowdsourcing connects companies with millions of potentialmarketers. Some of these marketers will be skilled. Many are not.Prosourcing connects companies with thousands of potentialmarketers - all verified experts in their field.

Crowdsourcing means saving staff and plant costs, hiring marketersonly when required. Prosourcing is all that but comes with theguarantee that the marketers you hire are experts.

Prosourcing relies on marketers proving that they can do the job.They have their resumes vetted and use client recommendations andreviews to prove experience. Their work is subject to peer review andthey review the work of others.

With prosourcing you invest in expertise and build relationships todeliver the results you need.

Laurent Neuville

Laurent is an e-commerce, e-marketing, and search engineoptimization (SEO) expert based in France. He founded AGS Otake, aweb marketing agency serving local and regional clients. Laurent hashigh level marketing skills and the ability to work in both English andFrench.

Laurent can work with clients in France just as easily as he can withclients around the world. His resume and LinkedIn profile confirm hisskills, and AGS Otake now counts clients in Europe and East Asia.

Marketing Professional15 Years ExperienceFrance

A Prosourcing Model

Finding freelancers to support your marketing efforts is easy. Serviceslike oDesk and Freelance.com provide a low-cost way to access thecrowd. But neither guarantee professional marketers or quality work.

But finding experts is only the first step.

When you’ve found the perfect designer, copywriter, andvideographer for your campaign you’ll need to manage them. Withyour team of professionals scattered across cities or even time zones,this is no easy task.

And nor is it inexpensive if you have to hire a marketing manager.

Yet costs can drop and productivity improved by using a web-enabled marketing management platform.

These platforms should provide easy access to the prosourcedexperts and ease communication between team members.

They should allow for tracking of KPIs, have project managementcapabilities, and allow for budget tracking.

And the best platforms should integrate into your existingenterprise marketing structures.

The Future of Marketing Management

Some things won’t change.

Marketing teams will still need a leader to direct campaigns, inspirethe marketing team, and take responsibility for producing results.The metrics tracked to determine success will also remain the same.

But as teams scatter and marketing moves towards a prosourcedworking model, marketing management will also evolve.

The best platforms will empower marketing managers to select thebest qualified marketers to work on their campaigns.

"Your team will benefit from theexperience the marketing team brings to

the table, such as familiarity with yourtarget market and the many marketingchannels and opportunities available."

Erik HubermanCEO, Hawke Media

The best platforms will empower team leaders to manage dispersedteams with ease.

Mike BarnettDirector of Customer Service, oDesk

"There is a Skype chat going onconstantly. If our reps aren’t sure

about something, they can ask theirpeers or team leaders to answer

issues that come up."

The best platforms will track performance indicators in real-time.

"Monitoring how customers feelabout your brand, product or service

helps you react in real time to yourcustomers’ feedback."

CrowdSource.com

The best platforms will help marketing managers report to theirsuperiors.

"We needed an effective tool thatwould allow management to see a

summary view of all locations underdevelopment, as well as the details of

each individual store."

David WorrellChairman, Subway Russia

The best platforms will enable businesses to manage theircampaigns on any device, and operating system, and at any time.

"It’s a shame that walled-off,platform-specific online systems are

still accepted as the norm in 2015.It doesn't have to be this way."

Dan StapletonExecutive Editor, IGN

Platforms that empower marketing managers in these ways are thefuture of marketing management.

And they are coming soon...

www.DOZ.comLyon, France & SAN Francisco, USA

At DOZ.com we are delivering our customers in 15 countriesthe future of marketing management platforms today.