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?
A1: The biggest changes are happening with our buyers. We know the digital story: social, mobile, local – all conspiring! #contentchat
A1: But it’s the convergence of all these, plus a new generation of buyer expectations that is breaking most marketing IMO #contentchat
A1: The world has changed dramatically in a few short years but most marketing is still stuck in the past #contentchat
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
A2: Biggest Mistake Marketers Make: our content and marketing strategy is all about us. Not about our customers / buyers. #contentchat
A2: Marketers stuck in the past don’t understand marketing is now a 2-way convo and not a billboard. #contentchat
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
A3: the future #Social Business gets out of the way and let’s employees, partners and customers connect. We need to enable. #contentchat
Balancing is key! MT @ A3: Future of marketing is also about data. So we have these 2 forces: humans & machines! #contentchat
A3: Winners will be brands that can use data+insights to predict which types of stories on which channels allow them to connect #contentchat
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
A4 On the way out: Talking, not listening. Selling, not solving. Me, not us. #contentchat
Quick Recap: buyers have changed. most marketing stinks. we need to take advantage of data, storytelling to connect / humanize. #contentchat
Are there any potential disruptors to these trends that we should keep an eye on?
A5: We’ll be talking more holistically about Relationship Marketing instead of Social/Digital/Mobile #contentchat
A5: Imagine when every company can personalize customer experiences like Amazon? That’s disruption. #contentchat
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
A6: How to Prepare for the Future? First, we must become social storytellers. Then we need to empower others. #contentchat
A6: We also cannot ignore the #Marketing #ROI question. Great content and empowered employees will generate a better return. #contentchat
A6: In effect, start by helping customers, then empower employees, and demonstrate how that helps the business grow #contentchat
A6: The ROI is a Marketer’s Karma.. Can’t ignore it! #contentchat
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 Twitter, LinkedIn, Facebook and Google+ or Subscribe to the B2B Marketing Insider Blog for regular updates.