Meet the ghost of marketing future: $200b for growth
Where is marketing heading? It's an important question that you'll hear asked in board rooms, executive meetings, and conferences. With change happening so fast and the demands of creating a unified customer experience ratcheting up the standards for coordination and execution, marketing itself needs to evolve.
For the holiday season, my colleagues Jonathan Gordon (@JW_Gordon) and Brian Gregg have a great post (Meet the ghost of marketing future) that looks at this question as if the ghost of marketing past, present, and future were visiting a CMO. Clearly we're at an inflexion point here in the present where the opportunities for marketing are so large even as questions about the kind of value that marketing can deliver increase.
For marketers who can use advanced analytics to make better and more effective spending decisions, they can unlock $100b - $200b in growth. That's a huge amount of money that companies can use to invest in innovation, make technology upgrades, or return to investors.
That's the ghost of marketing future I can believe in.
Read more about this topic and others on the Chief Marketing & Sales Officer Forum site, and follow us on Twitter @McK_CMSOForum. And please follow me on Twitter @davidedelman.
Data & AI NBA/NBO + Hub Lead at Orange
12 年Alwys nice to know there's money to be found and reinjected into the big machine, but that question remain: at what cost? Are companies already equiped with the tech required to further analyse their data? Does their staff know how to exploit that data or even simpler how to extract the best juice out of what it already has? If it's clear better use of data can be made, not everyone has the tools ready to do so and time+investment will be required to get there... And sadly most companies won't consider investing in marketing is of the most importance these days.
Managing Partner at DOM Headway Globalization LLC
12 年Happy New Year David!
makeup, hair accessories and other beauty products supplier
12 年I like this Christmas Tree very very much! Happy New Year!
Cancer S*CKS
12 年Predictive analytics and behavioral marketing philosophies are trending at the moment. Coupled with mobile optimization and reputation currency or propensity currency, marketing techniques are adapting faster than columns can be written. Check out muddleme.com good ROI for real metrics
Futurist | Tech Executive | Strategic Advisor | Media Influencer
12 年David, you're not writing about today's industry: all the trends, technologies, and techniques you've mentioned are 10 years old now, and real industry pioneers have moved on. Sorry to be a troll, but the leaders in today's market are using behavioral analytics to predict sales, not measuring conversions to buy better advertising. Now in terms of the outdated "buy the best advertising" paradigm, if you wanted the latest & greatest, you'd be talking about companies like Integrate, who are commoditizing the analytics you mentioned across all media channels and automatically let you divert funds to the most productive channels automatically.