The Future of MarketingJEANNIEY MULLEN

@JEANNIEYMULLEN

It’s Not Marketing That’s Changing: Everything Is

Source: Mercer Global Talent Trends 2019

In Marketing, We’ve Already Seen

5 Key Shifts

From:

Brand Impact/Influence

The 4 P’s (Product, Price, Place,

Promotion )

Celebrity Influencers

Segmentation Based

Message based Marketing

To:

Authenticity and Real-Life Story Telling

The 4 E’s (Engagement, Experience,

Exclusivity, Emotion)

Hyper Influencers (less than 1,000)

Single- segment messaging

App Based Experience

These 5 key shifts require a significant focus in 2

critical areas:

• Your technology

• Your team’s skill set

Marketing Shifts in Technology:

What the Research Shows

Provided by The Relevancy Group

Identity Matching Reaches Critical Mass

• 60 percent plus in adoption in 2019

• Known + unknown, online + devices and offline

• Individual experiences fuel and are fueled by CDPs, adoption

AI and ML Automation is required for The Marketer

• Efficiency and efficacy for marketers

• Automate production, creative, analytics at scale

• Accelerates experience individualization

Your Best Bet for Success: Prioritize The Project (HINT Start with the low hanging fruit…)

Business Importance / Impact / Risk / ROI

Ea

se o

f o

bta

inin

g r

ele

va

nt

da

taHigh

HighLow

Priority

Projects

Cautiously

Accept

Invest

Minimally

Postpone

or Avoid

Salesforce tracking

Mobile

Email & social media

Product A

Predicting customer spend

GL system

Inventory system

Commission analysis

Product C

Product D

Customs & logistics

Scanned invoices

The Power of the People:

Your Team = Your Success

Source: Mercer Global Talent Trends 2019

5 Steps to Strategically Staffing Your Team

Source: Mercer Global Talent Trends 2019

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