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Presented by Scott McAndrew, Chief Strategy Officer, LaneTerrelever Marketing and technology are in lockstep, for better or for worse. As technology drives a relentless pace for marketers, how can they get beyond playing catch-up and start moving their marketing career forward – even if they’re focusing on emergent channels and tactics? Join LaneTerralever’s Chief Strategy Officer, Scott McAndrew, as he shares his experience and perspective on how to start making the most of your marketing career today.
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Marketing Technology Summit
Aug / 21 / 2014
Crafting a Marketing Career on your Terms in a Rapidly Changing Business World
Scott McAndrew LaneTerralever LaneTerralever.com
How do you feel when you think about managing digital marketing for your brand?
recently asked in a digital marketing survey
overwhelmedresources many excited
digital
importanttoolsefforts
changing
overwhelming
difficult
value frustratedineffective managementtime
always
needlearningknow
innovative
necessarycreative
ideasconstantly
company
challenging
confusingstrategy
new
bestdifficult
brandlackingsupport
tactics
usefrustratedgood
right insights
cautiousstatisticsstrategic
digitally uphilldirect strong
uncertain consistentlycurious
makework driven
come
process
sometimesgood just
plantry
sales
questionable
analyticsROI
success engage challengedinteresting
expensive
move execute marketoptions excitingstressfulthink senior
managingimportant
consistentSEOexcited
prioritycurrentdatacurve
quantify
interestingcompanies
confident
awareness
staffed
adequate
revisit
optimization
relevant eye opening
digitalresults
advertisingscatteredgetting
confidentbattle words words
presence
movingknowledge outlets
still
internalmuch proven
optimistic
unclear
constantlyapprehensive
struggle
workslow
education
responseonecomplex
budgets
tactical
invest
dataaverage
neededstrategies
lowbetterfeel
attribution
lowsurepart
frustrating
2014 is the yearof personalization
2014 is the yearof big data marketing
2014 is the yearof millennial madness
2014 is the yearof iBeacons
2014 is the yearof advocacy marketing
2014 is the yearsocial sizzles
2014 is the yearof multiscreen mania
2014 is the yearof event integration
2014 is the yeardigital gets physical
2014 is the yearcontent marketing will die
Marketing and technology are in lockstep, and marketing channels, methods and
techniques will continue to evolve at an increasing rate
Consumer Technology Advancements 1810s - 2010s
1810
1820
1830
1840
1850
1860
1870
1880
1890
1900
1910
1920
1930
1940
1950
1960
1970
1980
1990
2000
2010
Major Marketing Channels 1810s - 2010s
1810
1820
1830
1840
1850
1860
1870
1880
1890
1900
1910
1920
1930
1940
1950
1960
1970
1980
1990
2000
2010
New channels and tactics aren’t replacing the old. It’s additive.
Hypothetical C-Suite Survey How much of what you learned in college is
applicable in your current role today?
Hypothetical C-Suite Survey How much of what you learned in college
is applicable in your current role today?
CEO
85%
CTO
75%
CFO
99%
CMO
30%
overwhelmedresources many excited
digital
importanttoolsefforts
changing
overwhelming
difficult
value frustratedineffective managementtime
always
needlearningknow
innovative
necessarycreative
ideasconstantly
company
challenging
confusingstrategy
new
bestdifficult
brandlackingsupport
tactics
usefrustratedgood
right insights
cautiousstatisticsstrategic
digitally uphilldirect strong
uncertain consistentlycurious
makework driven
come
process
sometimesgood just
plantry
sales
questionable
analyticsROI
success engage challengedinteresting
expensive
move execute marketoptions excitingstressfulthink senior
managingimportant
consistentSEOexcited
prioritycurrentdatacurve
quantify
interestingcompanies
confident
awareness
staffed
adequate
revisit
optimization
relevant eye opening
digitalresults
advertisingscatteredgetting
confidentbattle words words
presence
movingknowledge outlets
still
internalmuch proven
optimistic
unclear
constantlyapprehensive
struggle
workslow
education
responseonecomplex
budgets
tactical
invest
dataaverage
neededstrategies
lowbetterfeel
attribution
lowsurepart
frustrating
There’s a lot changing in marketing.
Never fear, we have the Google.
7 Simple Social Media Moves
That Work
Top 10 of the Top 10 Lists in
Digital and Marketing
The Cost Of Social Media Fame In 2014?
About $6,800
The Gloves Are Off: Email vs. Mobile
4 Ways Click Farms Screw
Your Business
Bet the click-through rate is good.
But, those are the wrong answers to the wrong questions.
What we really need to see in the next quarter is a bigger
focus on fan acquisition.
What I need from your team is to
answer this: What’s
OUR Oreo moment?
So, what’s our Snapchat Strategy?
The impression I get from working with brands, organizations, and agencies—a mix of young upstarts, midcareer professionals, and top-level executives—is that success in digital marketing is a fast-moving target. Even as a single strategy hits the mark, a new tech development rewrites the rules and forces even the savviest marketer to start from scratch. Past successes no longer ensure future ones. Leaders complain that they need to adapt faster, and they simply don’t know how. The digital disruption has caused a knowledge gap.
Johanna Frelin The Management Blog Bloomberg Businessweek
-
Understand what the boss wants
Understand what the boss wants
The boss wants what the organization needs
Simply stated, she wants marketing to be accountable in the same ways the
other C-level functions are
34%
66%
CMO’s: Do you feel pressure from your CEO or Board to prove the
value of marketing?
YES
NO
CMO’s: Is this pressure increasing, decreasing, or
staying the same?
0
15
30
45
60
INC
REA
SIN
G
SAM
E
DEC
REA
SIN
G
- CMO Survey - August 2013
Marketers Know Change is Necessary
Marketers expect their role to change quickly… and change won’t stop.
- Adobe, Digital Roadblock: Marketers Struggle to Re-invent Themselves 2014
Marketers Know Change is Necessary
Those that embrace change don’t know how to do it.
- Adobe, Digital Roadblock: Marketers Struggle to Re-invent Themselves 2014
67% of Marketers don’t believe Marketing ROI requires a financial outcome (these are the very Marketers that struggle to give the correct mathematical formula for Marketing ROI) - Fournaise 2012
33%
67%
63% of Marketers don’t include any financial outcome when reporting on and presenting marketing results to their CEOs & Top Management. - Fournaise 2012
37%
63%
69% of CEOs admitted that over time, they have stopped imposing business-focused Key Performance Objectives (KPOs) and Key Performance Indicators (KPIs) for Marketers to achieve. The reason? Marketers have continuously failed to prove they generate business growth. - Fournaise 2012
31%
69%
Knowing everything about marketing is next to impossible
Arriving at ROI is possible, albeit with challenges of its own
ROI is an equation, not a theoretical concept
ROI =gain from investment - cost of investment
cost of investmentx 100
Regardless of Your Career Level If you lack an understanding of business mechanics and applicability of marketing
metrics get it. It is the most significant change a marketer can make to increase future value.
Strategy is where you start
Business Goals
Business Strategy
Marketing Goals
Marketing Strategy
Moving Forward
1. Stop focusing on the shiny objects, and don’t allow the rest of the organization to dissuade you
2. Broaden your view of what marketing means and focus on the relationship your organization has with your customers
3. As a team, craft a marketing strategy that directly relates to your business’ goals and includes ROI measurement
4. Identify gaps preventing accurate ROI measurement and make the case for corrective measures (systems, people and process)
5. Surround yourself with smart, capable people that can help you achieve the goals your organization demands
If you have clear business goals, and based on those goals have a
clear, measurable marketing strategy to work from then
everything else falls into place.
Thank You
For a copy of this deck please email me at scott.mcandrew@laneterralever.com
Scott McAndrew Chief Strategy Officer LaneTerralever
Scott.McAndrew@LaneTerralever.com 480.839.1080
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