CMO Council & Vince Ferraro
Trends, Directions and Insights
Vince Ferraro
Former VP of Corporate and Consumer Marketing,
E...
What I Will Cover
• Top C-Level marketing trends
• Research from the CMO Council that will
highlight C-level executives’ ...
We All Want the Same
Thing!
New customers, conversion, sales
Source: http://www.4webmarketing.biz/sitemap.htm
11/28/13
...
And Response Marketing
is Evolving
Responsive
Content
11/28/13
MENG San Diego
The CMO Council
6,500+
Senior Corporate Marketing
Leaders
$350 billion
in annual marketing spend
controlled by CMO Cou...
RESEARCH
State of Marketing
CMO Council
11/28/13
MENG San Diego
THE MULTI-CHANNEL
CUSTOMER
11/28/13
MENG San Diego
11/28/13
MENG San Diego
144.8 billion emails sent
worldwide…per day
8.6 trillion SMS
messages sent
5.5 trillion App
messages sent
11/28/13
228 b...
Channel Reality: Email
11/28/13
MENG San Diego
(Source: Epsilon)
Channel Reality: Mobile
By the end of 2013, there will be more mobile devices on Earth than people.
The average age for th...
Smart Phones Are the Dominant Platform
11/28/13
MENG San Diego
Mobile Marketing Growth
11/28/13
MENG San Diego
Mobile
Source:www.marketingexchange.com.
11/28/13
MENG San Diego
Video Drives Shopping
•52% of consumers say that watching product videos makes them more
confident in online purchase deci...
Move Towards Integration
and Personalization
11/28/13
MENG San Diego
Channel Reality: Social
What do they like?
• 67% of consumers want to be
eligible for exclusive offers
• 60% want the oppo...
Customer Reality: Over It
What’s the reaction?
• 41% would consider halting all
business and no longer purchase
from a co...
Customer Reality: Over It
Why did they disconnect or
opt-out?
• 46% because communications
were not relevant to them
• 73%...
THE MULTI-CHANNEL
MARKETER
11/28/13
MENG San Diego
by 2017 the
CMO will
spend more
on IT than
the CIO
- Gartner, January 2012
36% of
marketers admit
digital strategy
is made of
random point
solutions
-
CMO Council
Integrate to Accelerate Digital...
Where Have You Seen
Digital Success?
11/28/13
MENG San Diego
traditio
nal
11/28/13
digital
MENG San Diego
How Has Social Impacted
Marketing?
a. Improved customer listening &
engagement
b. Opened new avenues to gather
insights
c....
Blatantly web-jacked from Brian Solis www.briansolis.com
Blatantly web-jacked from Luma Partners: http://www.lumapartners.com/lumascapes/social-lumascape/
What Concerns You About
Social Investments?
a. Requires resources we don’t
have
b. I can’t quantify ROI or impact on
brand...
11/28/13
MENG San Diego
11/28/13
MENG San Diego
2013 MARKETING SPEND
INTENTIONS
11/28/13
MENG San Diego
Marketing’s Mandate
a. Lower costs & improve go-tomarket efficiencies
b. Grow & retain market share
c. Drive top-line gro...
Budget as % of Revenue
11/28/13
MENG San Diego
Operational Allocations
11/28/13
MENG San Diego
Program Spend
11/28/13
MENG San Diego
Value of Vendors & Partners
11/28/13
MENG San Diego
Why So Down?
11/28/13
MENG San Diego
IN SEARCH OF
THE KING
11/28/13
MENG San Diego
where are
the digital
hero's?
9% enjoy highly evolved digital programs
4% feel they are leading their category
7% are extr...
What Are the Leaders Doing?
• They have high levels of approval
and strategic support at the LOB &
CEO level
• Formed tas...
What Are the Leaders
Doing?
• In the next year they will add:
Marketing resource management
Campaign & workflow management...
Where Marketing Needs
Help
How can you help us?
Source: The Economist Intelligence Unit Limited 2012
11/28/13
MENG San ...
It is All About Integration
Source:www.jamalaplanit.com
11/28/13
MENG San Diego
All of Marketing Is Content
11/28/13
MENG San Diego
Content in action
Integrated Marketing
Requires Content to Be
Actionable
http://www.interleado.com/images/call%20to%20ac...
And Actionable Marketing
Requires a Call to Action
11/28/13
MENG San Diego
Conclusions
11/28/13
MENG San Diego
WHERE YOU CAN
GO WITH YOUR CUSTOMERS
be
DISRUPTIVE!
Customer Evolution = Customer Revolution
Social, Social, Social
Have LOTS of BFF’s
Encourage Disruption..Th...
Change Management in
C-Suite
•
•
•
•
•
•
Big Data
Customer Experiences
Customer Engagement
Mobile Shift
Revenue Optimizat...
Questions
11/28/13
MENG San Diego
Vince Ferraro and CMO Council 2014 Marketing Trends, Directions, and Insights
Vince Ferraro and CMO Council 2014 Marketing Trends, Directions, and Insights
of 53

Vince Ferraro and CMO Council 2014 Marketing Trends, Directions, and Insights

Adapted and updated from a Response 2013 presentation developed with some data provided by the CMO Council. Presented at the MENG San Diego meeting in November, 2013
Published on: Mar 4, 2016
Published in: Marketing      Business      Sports      
Source: www.slideshare.net


Transcripts - Vince Ferraro and CMO Council 2014 Marketing Trends, Directions, and Insights

  • 1. CMO Council & Vince Ferraro Trends, Directions and Insights Vince Ferraro Former VP of Corporate and Consumer Marketing, Eastman Kodak Company CMO Council Board Advisor SDSU College of Business Board Advisor VincentFerraro.com 11/28/13 MENG San Diego
  • 2. What I Will Cover • Top C-Level marketing trends • Research from the CMO Council that will highlight C-level executives’ sentiments on the trends in the marketing mix • What you need to do starting tomorrow 11/28/13 MENG San Diego
  • 3. We All Want the Same Thing! New customers, conversion, sales Source: http://www.4webmarketing.biz/sitemap.htm 11/28/13 MENG San Diego
  • 4. And Response Marketing is Evolving Responsive Content 11/28/13 MENG San Diego
  • 5. The CMO Council 6,500+ Senior Corporate Marketing Leaders $350 billion in annual marketing spend controlled by CMO Council Members Seven 11/28/13 Influential regional chapters led by Advisory Boards of brand leaders MENG San Diego
  • 6. RESEARCH State of Marketing CMO Council 11/28/13 MENG San Diego
  • 7. THE MULTI-CHANNEL CUSTOMER 11/28/13 MENG San Diego
  • 8. 11/28/13 MENG San Diego
  • 9. 144.8 billion emails sent worldwide…per day 8.6 trillion SMS messages sent 5.5 trillion App messages sent 11/28/13 228 billion MMS messages sent 554 million pieces of USPS mail processed per day MENG San Diego
  • 10. Channel Reality: Email 11/28/13 MENG San Diego (Source: Epsilon)
  • 11. Channel Reality: Mobile By the end of 2013, there will be more mobile devices on Earth than people. The average age for the first cell phone is now 13. 50% of the average global mobile web users now use mobile as either their primary or exclusive means of going online. The average consumer actively uses 6.5 apps throughout a 30-day period. Global mobile traffic now accounts for 15% of all Internet traffic. 91% of mobile Internet access is for social activities versus just 79% on desktops. One in three mobile searches have local intent versus one in five on desktops. 41% of people have used a mobile device to browse for a product after seeing it in a show or advertisement. 80% of mobile device owners use mobile to enhance their shopping experience. 36% of shoppers search for other store locations on their phones while shopping in store. Tablet users spend 50% more money than PC users. Source: http://mobileorchard.com/infographic-state-of-mobile-2013/ 11/28/13 MENG San Diego
  • 12. Smart Phones Are the Dominant Platform 11/28/13 MENG San Diego
  • 13. Mobile Marketing Growth 11/28/13 MENG San Diego
  • 14. Mobile Source:www.marketingexchange.com. 11/28/13 MENG San Diego
  • 15. Video Drives Shopping •52% of consumers say that watching product videos makes them more confident in online purchase decisions. •Video is a driver of consumer confidence. Consumers are willing to watch videos 60% of the time they are found, and 52% of consumers report that they are less likely to return a product after viewing a video. •More than three out of five consumers will spend at least two minutes watching a video that educates them about a product they plan to purchase, and 37% will watch for more than three minutes. •The Step2 Company found that shoppers who view video are 174% more likely to purchase than viewers who did not. •Online retailer Bizchair.com found that 33% of online sales came from the13% of site visitors who viewed video •34% of apparel shoppers are more likely to purchase after viewing an online video ad, versus 16% after watching an ad on TV Source: Invodo Video Statistics 11/28/13 MENG San Diego
  • 16. Move Towards Integration and Personalization 11/28/13 MENG San Diego
  • 17. Channel Reality: Social What do they like? • 67% of consumers want to be eligible for exclusive offers • 60% want the opportunity to interact with other customers • 65% want to gain access to games and contests 11/28/13 MENG San Diego (Source: CMO Council “Variance in Social Brand Experience)
  • 18. Customer Reality: Over It What’s the reaction? • 41% would consider halting all business and no longer purchase from a company that continues to send impersonal, irrelevant clutter 11/28/13 MENG San Diego
  • 19. Customer Reality: Over It Why did they disconnect or opt-out? • 46% because communications were not relevant to them • 73% were irked over receiving a promotion on a product they already bought • 39% ignore messages because they are flooded (in their mailbox and inbox) 11/28/13 MENG San Diego
  • 20. THE MULTI-CHANNEL MARKETER 11/28/13 MENG San Diego
  • 21. by 2017 the CMO will spend more on IT than the CIO - Gartner, January 2012
  • 22. 36% of marketers admit digital strategy is made of random point solutions - CMO Council Integrate to Accelerate Digital Marketing Performance
  • 23. Where Have You Seen Digital Success? 11/28/13 MENG San Diego
  • 24. traditio nal 11/28/13 digital MENG San Diego
  • 25. How Has Social Impacted Marketing? a. Improved customer listening & engagement b. Opened new avenues to gather insights c. Increased the complexity of planning 11/28/13 MENG San Diego
  • 26. Blatantly web-jacked from Brian Solis www.briansolis.com
  • 27. Blatantly web-jacked from Luma Partners: http://www.lumapartners.com/lumascapes/social-lumascape/
  • 28. What Concerns You About Social Investments? a. Requires resources we don’t have b. I can’t quantify ROI or impact on brand c. Requires new competencies we don’t have d. I can’t control what’s said about my brand online 11/28/13 MENG San Diego
  • 29. 11/28/13 MENG San Diego
  • 30. 11/28/13 MENG San Diego
  • 31. 2013 MARKETING SPEND INTENTIONS 11/28/13 MENG San Diego
  • 32. Marketing’s Mandate a. Lower costs & improve go-tomarket efficiencies b. Grow & retain market share c. Drive top-line growth d. Maintain high quality sales pipeline e. Improve customer insights 11/28/13 MENG San Diego
  • 33. Budget as % of Revenue 11/28/13 MENG San Diego
  • 34. Operational Allocations 11/28/13 MENG San Diego
  • 35. Program Spend 11/28/13 MENG San Diego
  • 36. Value of Vendors & Partners 11/28/13 MENG San Diego
  • 37. Why So Down? 11/28/13 MENG San Diego
  • 38. IN SEARCH OF THE KING 11/28/13 MENG San Diego
  • 39. where are the digital hero's? 9% enjoy highly evolved digital programs 4% feel they are leading their category 7% are extremely advanced in leading with data
  • 40. What Are the Leaders Doing? • They have high levels of approval and strategic support at the LOB & CEO level • Formed task forces with IT and partner with CIO • Turning to customers – not internal teams – to identify valued technologies and channels 11/28/13 MENG San Diego
  • 41. What Are the Leaders Doing? • In the next year they will add: Marketing resource management Campaign & workflow management • 72% focused on the delivery of timely, relevant and targeted communications • Measure success through: 11/28/13 Conversion rates Up-sell & cross-sell opportunities Response and engagement rates MENG San Diego
  • 42. Where Marketing Needs Help How can you help us? Source: The Economist Intelligence Unit Limited 2012 11/28/13 MENG San Diego
  • 43. It is All About Integration Source:www.jamalaplanit.com 11/28/13 MENG San Diego
  • 44. All of Marketing Is Content 11/28/13 MENG San Diego
  • 45. Content in action Integrated Marketing Requires Content to Be Actionable http://www.interleado.com/images/call%20to%20action.jpg 11/28/13 MENG San Diego
  • 46. And Actionable Marketing Requires a Call to Action 11/28/13 MENG San Diego
  • 47. Conclusions 11/28/13 MENG San Diego
  • 48. WHERE YOU CAN GO WITH YOUR CUSTOMERS
  • 49. be DISRUPTIVE! Customer Evolution = Customer Revolution Social, Social, Social Have LOTS of BFF’s Encourage Disruption..Then Make A Commotion!
  • 50. Change Management in C-Suite • • • • • • Big Data Customer Experiences Customer Engagement Mobile Shift Revenue Optimization Personalized Content To do all of this heavy lifting, marketing needs be viewed as a center of excellence and take on dual roles as functional and business leader 11/28/13 MENG San Diego
  • 51. Questions 11/28/13 MENG San Diego

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