iStock_000018227867XSmall (1)What is the future of Marketing Innovation?

I think we’ll see more customer-centric CMOs. We’ll see more human brands, interacting with their customers in a more personal. Businesses will utilize Big Data Marketing and the power of all the digital information to create more personalized customer experiences.

Earlier this week I joined a group of super-smart and passionate folks on #ContentChat. Moderated by Jenise Fryatt (@JeniseFryatt), the Social Media Strategist for Smarter Shift.

The topic was the Future of Marketing and the main theme was that the future of marketing innovation will be all about the customer. Here is a recap of the main discussion but I would love to get your views…Please comment below and tell us what you think?

The #ContentChat Questions:

  • What developments are having the most impact on the field of marketing today?
  • Are marketers adjusting adequately to these changes?
  • If trends continue, what will we be seeing more of in marketing?
  • What practices are on their way out?
  • Are there any potential disruptors to these trends that we should keep an eye on?
  • How can marketers best prepare themselves for the future?

What developments are having the most impact on the field of marketing today?

marketing innovation

This infographic was shared by Scott Lum (@ScottLum):


A1: The biggest changes are happening with our buyers. We know the digital story: social, mobile, local – all conspiring! #contentchat
@BrennerMichael
Michael Brenner


A1: But it’s the convergence of all these, plus a new generation of buyer expectations that is breaking most marketing IMO #contentchat
@BrennerMichael
Michael Brenner


A1: The world has changed dramatically in a few short years but most marketing is still stuck in the past #contentchat
@BrennerMichael
Michael Brenner

Are marketers adjusting adequately to these changes?


A2: Most marketing is literally inside-out. We go from products to pitches. Buyers are increasingly rejecting it. #contentchat
@BrennerMichael
Michael Brenner


A2: Biggest Mistake Marketers Make: our content and marketing strategy is all about us. Not about our customers / buyers. #contentchat
@BrennerMichael
Michael Brenner


A2: Marketers stuck in the past don’t understand marketing is now a 2-way convo and not a billboard. #contentchat
@kleimkuehler
Katie Leimkuehler


@ Extremely true – new Forrester study shows “customer-obsessed” #content mktg = results: http://t.co/um4OWKzOfz #contentchat
@kgriwert
Katherine Griwert

If trends continue, what will we be seeing more of in marketing?


A3: #marketing future is personal. Companies are just a collection of people w/ emotions, great stories tell, need to connect #contentchat
@BrennerMichael
Michael Brenner


A3: the future #Social Business gets out of the way and let’s employees, partners and customers connect. We need to enable. #contentchat
@BrennerMichael
Michael Brenner


Balancing is key! MT @ A3: Future of marketing is also about data. So we have these 2 forces: humans & machines! #contentchat
@AmyL_Bishop
Amy Bishop


A3: Winners will be brands that can use data+insights to predict which types of stories on which channels allow them to connect #contentchat
@BrennerMichael
Michael Brenner

What practices are on their way out?


A4: What’s out? one-way, interruption, all-about-me, unsolicited, overly-promotional, spin, less than 1% response tactics #contentchat
@BrennerMichael
Michael Brenner


A4 On the way out: Talking, not listening. Selling, not solving. Me, not us. #contentchat
@SanneJolles
Sanne Jolles


Quick Recap: buyers have changed. most marketing stinks. we need to take advantage of data, storytelling to connect / humanize. #contentchat
@BrennerMichael
Michael Brenner

Are there any potential disruptors to these trends that we should keep an eye on?


A5: Big disruptor: the combination of #Big Data and #InternetOfThings. Once everything is connected. The game changes big time. #contentchat
@BrennerMichael
Michael Brenner


A5: We’ll be talking more holistically about Relationship Marketing instead of Social/Digital/Mobile #contentchat
@ScottLum
Scott Lum


A5: Imagine when every company can personalize customer experiences like Amazon? That’s disruption. #contentchat
@BrennerMichael
Michael Brenner


A5: In a way, content + empowered employees (stories) = the products of the future #socialbusiness #contentchat
@BrennerMichael
Michael Brenner

How can marketers best prepare themselves for the future?


A6: Rise of connected enterprise. We need to train all of our orgs to understand social & customer-centricity. #contentchat
@ScottLum
Scott Lum


A6: How to Prepare for the Future? First, we must become social storytellers. Then we need to empower others. #contentchat
@BrennerMichael
Michael Brenner


A6: We also cannot ignore the #Marketing #ROI question. Great content and empowered employees will generate a better return. #contentchat
@BrennerMichael
Michael Brenner


A6: In effect, start by helping customers, then empower employees, and demonstrate how that helps the business grow #contentchat
@BrennerMichael
Michael Brenner


A6: The ROI is a Marketer’s Karma.. Can’t ignore it! :) #contentchat
@NeerajT4
Neeraj Thakur

———-

Thanks to Jenise and all the folks who attended for the great discussion. Check out Jenise’s recap for the full transcript of the Content Chat and check out the next Content Chat (Mondays 3 PM EST).

Let me know what you think in the comments below. And please follow along on TwitterLinkedInFacebook and Google+ or Subscribe to the B2B Marketing Insider Blog for regular updates.

About Michael Brenner

Michael Brenner is the Head of Strategy for the leading content marketing platform, NewsCred. He is also the author of B2B Marketing Insider, a contributor to Forbes and a frequent speaker at industry events covering topics such as marketing strategy, social business, content marketing, digital marketing, social media and personal branding.  Follow Michael on Twitter (@BrennerMichael)LinkedInFacebook and Google+ and Subscribe to B2B Marketing Insider by Email

9 Comments

  1. Jenise Fryatt said…

    Michael,

    Thanks so much for sharing your very useful insights on a big topic. I love the way you’ve condensed the chat into the most important points here.

    As you note, the change happening in marketing today is revolutionary and unfortunately many folks still haven’t adjusted.

    But good information about the best ways to do marketing using new tools and strategies is certainly out there. This blog is a great example! Hopefully more and more marketers will choose to prepare themselves for the future AND adjust to the present by educating themselves.

  2. Philip Sheldrake (@Sheldrake) said…

    Nice summary, thanks Michael. I agree and disagree, and perhaps that’s because you appear to agree and disagree with yourself.

    The post title is: “Marketing Innovation Content Chat: It’s All About The Customer”, yet you assert “the future #Social Business gets out of the way and let’s employees, partners and customers connect.” So customers + employees + partners.

    In my recent ebook, “Attenzi – a social business story”, the storyline definitely gravitates towards the latter of these two assertions.

    In actual fact of course you’re not contradicting yourself. It’s just that many organisations have yet to become truly customer-centric in order that they may then evolve further in recognition that it’s the combination of all stakeholders coming together in ‘just the right mix’ that helps them create mutual value more productively than otherwise.

    Customer-centricity is a requisite condition for becoming a social business rather than an outcome of making the transition.

    • Michael Brenner said…

      Thanks for that clarification Philip. I think, as you say, it is about the intention of the culture of the social business and then the outcomes.

  3. Wow – this seems like it was an awesome chat. I’ll be on the lookout for the next one. One of my favorite takeaways from it is probably this quote by you, Michael: “Companies are just a collection of people w/ emotions, great stories tell, need to connect”. It’s so true – it’s easy to believe that BIG companies are some strange, mechanical, non-human entity. But honestly, they’re just people like you and I. Great insight – thanks again!

    • Michael Brenner said…

      Thanks Justin, I appreciate the support. It’s really just common sense. Almost crazy that we have to remind ourselves that we’re human right? But sometimes it’s these simple things that are the easiest to forget.

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