Georgetown University Guest Lecture
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The document discusses how integrated marketing has evolved in a mobile world, highlighting the significant influence of technology on consumer behavior and marketing strategies. It emphasizes that marketers must adapt to a digitally connected environment where employees can also act as marketers and make use of new data insights. The need for effective communication and collaboration across various organizational roles is crucial for successfully managing brand perceptions and delivering customer experiences.
Georgetown University Guest Lecture
- 1. The World Has Changed Integrated Marketing in a Mobile World Milja Gillespie March 21, 2013
- 3. The world has changed.
- 4. About Me 18 years in high tech marketing 2011 Joined SAP, 1999-2005 mobility thought Technical product leadership & mktg, strategic strategy, regional alliances, events demand gen. 1997 and vertical markets 1995 Joined Sybase as First job at an internet a co-op Student startup in tech support, first tradeshow 2013 Back to Technical Solution Marketing 1999 2005 – 2012 3 weeks ago… 1996 Graduated 2001 PR/AR, product University of marketing, customer Employee #80 at Waterloo, 2003 reference marketing Research In Motion Bachelor of (and first hand Mathematics, 2007 model!) Business Had a few Information kids… Systems
- 5. My job is mobile, my life is mobile 12:00pm 9:00am mBanking, Deliver Conference seminar, call, email social media principal 2:00pm 8:00am Update CRM, look at Prepare for lead funnel seminar, research audience 4:00pm HR Approvals, 7:00am Expense Reports, Travel to seminar book dinner venue, take photo reservation, etc of the White House, use Waze 6:00am 6:00pm Review status of leads, Pipeline analysis Twitter, review meetings
- 6. The world has changed.
- 7. Technology has changed behavior Digitally connected Socially Networked Better Informed Company Employees Customers Employees become marketers Seek and listen to feedback of (but they don’t know it!) others They act in the moment Their chain of trust is now a web of Broadcast opinions to the trust masses They are highly influenced by a You’ve lost control of the brand! larger circle
- 8. Mobile devices never leave our side • 272% growth in average time per day spent using a mobile device (non-talk time) from 2009-2012 1 • 80% of people don’t leave home without their mobile device 2 • Even when not being used, we keep them close by3… • 50% have slept next to phone to not miss call/alerts/texts during night • 67% Check for messages even when didn’t ring 1. eMarketer, Oct. 2012 2. Our Mobile Planet: United States, Google Ipsos OTX MediaCT, US, May 2012 3. PewResearchCenter, “The Best (and Worst) of Mobile Connectivity,” November 30, 2012.
- 9. As a result, the world of the marketer has changed • Technology has fundamentally changed how information is consumed; We live in a streaming society • New mechanisms to reach your customers: Social media, SEO, SEM, etc. • You need to be more conscious of how you manage your online brand. • Stronger need for pull marketing: You need to be where your customers are
- 10. Identifying a segment of one PAST Structured Data Internal Systems of Record Past Activity Customer (search, call, Profile etc.) Loyalty Past Program Transactions Unstructured Data External Sources
- 11. Identifying a segment of one PAST CURRENT Structured Data Contextual Indicators Internal Systems of Record • Location Past Activity Customer • Time of day (search, call, Profile • Day of week etc.) • Season • Location Real-time • Search • Purchase intent Consumer Loyalty Past Program Transactions • and more… Insight Unstructured Data External Sources
- 12. Marketing is becoming more strategic to the company Represent the voice of the market Listen to customers, analysts, social media and search channels Champion of the overall experience People’s experience with brands is fragmented Brand stewards Marketers don’t own the brand any more. Work with internal groups to humanize the brand & influence how others use the brand Observe & React Use customer, market, and social data together, to be able to observe and react Be an integrator and force multiplier across the company Rise above silos and think holistically. Need to integrate messages and insights across business units, geographies, and functional groups Think beyond marketing
- 13. Bridging the gap It is gets harder the bigger your organization gets • 100 person company – it’s easy since its all up to you • 4000 person company – its easy, but your reach is probably limited and your resources are stretched • 70,000 person company – it becomes very hard to influence 1000+ marketers and 70,000+ employees Communication is key How do you influence the people in your organization who don’t even know they are marketers?
- 14. What should you do? Know where you fit in your network of knowledge Interact with people across the organization – be friends with developers, support team, executives, sales. Be active in social media Gain the trust of everyone in your organization – be a “go-to person”. Seek to become a thought leader. Understand your marketing and non-marketing stakeholders Communication and navigation are critical