1. In Love With Tech
Getting smart with all kinds of marketing (automation) technology that is out there. It’s like learning to drive a car. Play around, drive it and have fun with it. It’s not so bad.
2. Revenue Focus – What Else?
Marketers will become even more result oriented. And with results I don’t mean “# of emails” sent out, but “# of deals won” related to a marketing activity. Reporting and Tracking will simplify itself in ROI numbers at least for the CMO. You will be better friends with Sales than ever.
3. Global Is Now Local
Always, always think global. Not National and not International. Global. Put energy in smart localization and efficiencies when designing marketing strategies.
4. New Meaning Of Target GROUPS
We are not doing B2C or B2B, we are doing H2H – human to human, but it’s actually marketing to groups. Current studies show, that buying decisions more and more become group decisions (also cross departments). So the best marketers will know everything about the social psychology of group decision making and will learn to address the target “group” instead of only the LoB.
In the past we have seen a trend to cut creative budget. But many paid their toll. It is getting harder and harder to be found and remembered. So creative will become a big differentiator again, don’t forget, when planning your budget. And let’s be honest, don’t we just love cool campaigns.
6. Sustainability Thinking
You buy organic milk, you buy made in America, you buy cloth from Indonesia where the community is supported. People will only buy products from sustainable companies. Did I forget to mention it needs to be affordable and sexy looking? Sustainability used to be green, but I think it needs a bit glam too.
7. Agile Thinking
It works today, it will not work tomorrow. Change fast and fail fast. It’s the survival of the fittest. Always change. It might be hard work, but it’s fun too.
8. Common Sense
OMG did we forget about this the last years due to political correctness, rules and regulations, etc. Use your guts and good instincts and forget the manual, at least every once in a while.
Apple taught us a lesson. We all will be Apples in the future! Think of your messaging every day and rethink it again. Make your marketing clear and relevant and don’t waste customer’s time.
10. Automation and Efficiency
Marketing will be even faster and more efficient if Marketers work with the IT department and become friends with the CFO. No whining though!!