Five Trends to Leverage
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The document outlines five trends that can boost one's career: 1) Marketing is becoming a technology-powered discipline and marketers must develop technical skills, 2) It is important to deeply understand customers through personas and behavior, not just demographics, 3) Inbound marketing focuses on customer pain points through educational content rather than sales, 4) Products and brands are shaped by consumers through mobile and experiences rather than traditional control, and 5) A modern marketing approach embraces teams, tools, data and customers rather than being tactical.
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Five Trends to Leverage
- 1. Five Trends to Boost Your Career Presented by Janet Johnson
- 2. Growth Hacking Your Career
- 3. Five Cri9cal Trends in My Career (so far) 1973 Took my first mobile phone call as an AT&T operator 1984 Woman in tech, worked for Apple, Enron, Serena, Redbox, Puppet Labs 1996 Been in the digital world since 1996 – driving millions in upgrade revenue online 2005 Called “pond scum,” landed 200 pieces of nat’l coverage as social media launched 2005 Began teaching adults – at UO, PSU, UW, Simon Frasier University
- 4. Trend One: Marke9ng Technology
- 6. The Tradi9onal Marke9ng Org: No Longer Relevant
- 7. Focus on One or Two Disciplines Deeply
- 8. No Technology Comes with a Strategy Built In… • MarkeSng has become a technology-‐powered discipline. • To thrive in this environment, steadily develop your technical talent. • Start by exploring technology in your area of experSse and bliss.
- 9. If You Can’t DO Tech… …But learn SEO, please.
- 10. “[Your] focus should be less on what you want to be, and more on what you want to do.” – Esther Dyson, Investor and Futurist
- 12. Do You Know Your Personas as Well as Your Products?
- 14. Trend Watching Reports: Beyond Demographics
- 15. But That’s Just Half of the Puzzle. It’s No Longer Good Enough to Know Who/What People ARE… It’s What They DO That Counts.
- 16. Use GA at Minimum Tune your GA for Segments, Goals… Upgrade to MA if at all Possible
- 18. Three: Prac9ce Inbound Marke9ng
- 19. Marke9ng’s Responsibili9es are Expanding More than 75% of markeSng execuSves worldwide say they will be expected to manage the end-‐to-‐end customer lifecycle The Economist Study 2015
- 20. By 2020, customers will manage 85% of their relationship without talking to a human. Source: Gartner Research
- 21. Managing the Funnel has Seen a Power Shia Circa 2008: the “Old-fashioned Lead Funnel” Awareness Interest Considera9on Intent Evalua9on Conversion Marke9ng Owns Sales Owns
- 22. Marke9ng’s Sphere of Influence has Increased Today’s “New Lead Funnel” Awareness Interest Considera9on Intent Evalua9on Conversion MarkeSng Owns Sales Owns
- 23. • Focus on pain points of customers, and NOT on your brand • Focus on educaSon and emoSons, not sales and promoSons • Cra^ long-‐term campaigns that build trust What Does that Mean for Marketers?
- 24. CREATE Educa9onal, Entertaining, Sharable Content
- 25. CREATE Educa9onal, Entertaining, Sharable Content
- 26. FEED the Content Engine Every Day Companies who are most successful at content marke9ng use a wider variety of content approaches -‐-‐ an average of 15 different approaches, according to Content Marke9ng Ins9tute.
- 27. Beeer Yet, Get Your Fans to Create Content for You
- 28. BTW, Do You Know Your Company’s NPS?
- 29. • 5X as likely to repurchase from a company • 5X as likely to forgive a company, • 7X as likely to try a new offering, • 4X as likely to recommend a company Compared to ‘Detractors’, ‘Promoters’ Are:
- 30. • Companies are 3X more likely to see higher ROI on Inbound MarkeSng campaigns than on outbound. • Marketers who check their metrics 3X+ a week are 20% more likely to achieve posiSve ROI. • Marketers who tracked ROI were 20% more likely to receive a budget increase than their counterparts who did not track ROI. • h`p://bit.ly/mambo-‐ama Learn “Inbound” Language, Techniques Source: HubSpot
- 31. Four: Products and Brands are in the Hands of Consumers, So… (Let it Go)
- 34. Mobile Driving Changes in “Weak User Experience”
- 35. Traditional Brandsı PROMISE STRUCTURE SINGULAR & CONSISTENT MESSAGES IMAGE AUTHORITY CONTROLLING TRANSACTIONAL Modern Brands PURPOSE CULTURE MULTIPLE & COHERENT IDEAS EXPERIENCE TRANSPARENCY EMPOWERING RELATIONSHIP Modern Marke9ng Strategy
- 36. Tactical Approach Individually managed, no organizaSonal embracement No meaningful infrastructure and tools in place Spontaneous, reacSve output Random, unplanned content based on brand Short-‐term successes/failures, no connecSng the dots Anecdotal measurement Modern Approach Team-‐embraced approach, backed by senior management Tools and infrastructure thoughfully integrated to achieve goals Test and learn environment Customer-‐driven content management by theme/frequency/ channel Managed successes/failures towards long-‐term goal Data-‐driven measurement and ROI The Modern Marke9ng Approach
- 37. “Brands must think like their customers to create seamless, omni-‐channel experiences that keep customers engaged at all stages.” – Brian Solis, Principal Analyst, AlSmeter Group
- 38. Omnichannel is… • Online experience in stores • In store experience online • “Click and collect” eliminates waiSng, shipping Thus crea9ng one seamless brand and product experience for the customer The Omnichannel Experience
- 39. As you walk by the shoe department, Kohl’s sends coupon via mobile device for shoes you looked at but didn't buy on Kohls.com. ($1Billion investment in Omnichannel)
- 40. • CEOs rank digital marke9ng as the most important tech-‐enabled capability for investment over the next five years. – Source: GARTNER 2014 CEO Survey • CMOs need a partner to implement new digital markeSng tools with hooks into back-‐office data and transacSons, and retool to offer agile delivery for new digital soluSons. – Source: Deloi`e Tech Trends 2015 • …And, according to a new report from Forrester, marketers don’t completely understand the technology driving digital markeSng. – Source: CIO.com Make I.T. Your BFF
- 41. CIOs Are All Over Digital Transforma9on
- 42. Five: Rela9onships Maeer Most
- 43. Technology be Damned… We’re S9ll Wired for Eyes
- 44. Customers • Respect their Journeys • Deliver Value at Each Step • Educate and Entertain Manager • Talk Transparently • Demand Mentorship • Respond and Respect Team • Communicate EffecSvely • Expect Competence • Support and Sustain Rela9onships Require Norms
- 45. Spend Time Nurturing Connec9ons IRL
- 47. Thank You! Janet Johnson @janetleejohnson in/janetleejohnson janet@mambomedia.com