the future of marketing...the future of marketing jeanniey mullen @jeannieymullen it’s not...
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The Future of MarketingJEANNIEY MULLEN
@JEANNIEYMULLEN
It’s Not Marketing That’s Changing: Everything Is
Source: Mercer Global Talent Trends 2019
In Marketing, We’ve Already Seen
5 Key Shifts
From:
Brand Impact/Influence
The 4 P’s (Product, Price, Place,
Promotion )
Celebrity Influencers
Segmentation Based
Message based Marketing
To:
Authenticity and Real-Life Story Telling
The 4 E’s (Engagement, Experience,
Exclusivity, Emotion)
Hyper Influencers (less than 1,000)
Single- segment messaging
App Based Experience
These 5 key shifts require a significant focus in 2
critical areas:
• Your technology
• Your team’s skill set
Marketing Shifts in Technology:
What the Research Shows
Provided by The Relevancy Group
Identity Matching Reaches Critical Mass
• 60 percent plus in adoption in 2019
• Known + unknown, online + devices and offline
• Individual experiences fuel and are fueled by CDPs, adoption
AI and ML Automation is required for The Marketer
• Efficiency and efficacy for marketers
• Automate production, creative, analytics at scale
• Accelerates experience individualization
Your Best Bet for Success: Prioritize The Project (HINT Start with the low hanging fruit…)
Business Importance / Impact / Risk / ROI
Ea
se o
f o
bta
inin
g r
ele
va
nt
da
taHigh
HighLow
Priority
Projects
Cautiously
Accept
Invest
Minimally
Postpone
or Avoid
Salesforce tracking
Mobile
Email & social media
Product A
Predicting customer spend
GL system
Inventory system
Commission analysis
Product C
Product D
Customs & logistics
Scanned invoices
The Power of the People:
Your Team = Your Success
Source: Mercer Global Talent Trends 2019
5 Steps to Strategically Staffing Your Team
Source: Mercer Global Talent Trends 2019
Open Discussion
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