10 key trends that are defining the marketing organization of the future

10 Key Trends That Are Defining the Marketing Organization of The FutureResearch preview

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05/01/2023

205/01/2023

BRANDS ONLY HAVE 9 SECONDSto grab a consumer’s attention

305/01/2023

IMAGES ELICIT A QUICK EMOTIONAL RESPONSE

HUMANS PROCESS IMAGES 60,000x FASTER than words

405/01/2023

is to add value to every connected imageGUMGUM’S MISSION

505/01/2023

WHAT WE DO

AdvertisingOur ads are served in-line with content, where users’ attention is already focused

Visual IntelligenceWe scour media For all images that relate to your brand

Site MonetizationWe help publishers turn images into sources of revenue

605/01/2023

Building the Marketing Organization of the Future

705/01/2023

IF YOU COULD PICK ONE WORD TO DESCRIBE THE MARKETING ORGANIZATION OF TODAY, WHAT WOULD IT BE?

805/01/2023

1. Staffing To Grow ….

22%Senior

78%Tactical

Decreased Significantly

Decreased Somewhat

Stayed About The Same

Increased Somewhat

Increased Significantly

Unsure

13%

6%

39%

33%

8%

2%

Which changes BEST described changes in Marketing organization’s OVERALL staffing levels over the previous 24 months

All, n=246, total may not add up to 100% due to rounding

2%

8%

33%

39%

6%

13%

905/01/2023

2.But Innovators Need Apply…..

Which of the following statements BEST describes the state of your current Marketing Organization

42%In Flux: We’re in the process of shifting our

focus

25%Solid: We’re not the most

innovative organization out there, but we’re on or

slightly above par with our key competitors

15%Well-Oiled:

We’re a very results-based, campaign-driven organization

that excels at digital

9%Innovative: We live on the

bleeding edge and are consistently

evolving to incorporate the best tools and structures for our organization

to drive success

9%Stodgy:

We’re a very traditional Marketing Organization, still not as savvy at digital as

we should be


1005/01/2023

3. Budgets Set To Rise ….

Thinking ahead to the end of 2017, do you see your company’s percentage of budget allocated to digital to:

60%INCREASING SOMEWHAT

19%STAYING

ABOUT THE SAME

19%INCREASING

SIGNIFICANTLY

2%UNSURE


1105/01/2023

4. Role of Marketing Set To Evolve, But How?

22%Senior

78%Tactical

Evolving - In the process of evaluating what role makes most sense

Jack-Of-All-Trades - We have a fast-paced, wide, and evolving remit

The Glue - We connect disparate initiative across different de-partments

Tactical Practitioners - We are focused on the day-to-day aspects of marketing

Strategic Advisors - We help drive the overall strategic direction of the company

16%

23%

14%

21%

26%

Currently, which of the below statements BEST characterized the OVERALL mission of your Marketing Organization today


26%

21%

14%

23%

16%

1205/01/2023

22%Senior

78%Tactical

“ I see more and more CMO’s having a place at the strategic table and I think a lot of that has to do with their access to consumer data.”

– Lizzie Francis, Founding Partner at Brilliant Venturesand Former CMO of Gilt Group

1305/01/2023

5. Changes in consumer behavior, marketing tactics, & technology drive organizational changes overall

Strategic direction from C-suite

Competative dynamics

Changes in digital technologies used by marketers

Changes in digital tactics used by marketers

Changes in Usage of Digital Channels by Consumers

9%

6%

4%

3%

2%

7%

7%

7%

7%

6%

26%

25%

13%

14%

8%

33%

42%

52%

54%

54%

26%

20%

24%

22%

30%

No Effect Minor Effect Neutral Moderate Effect Major Effect

Please indicate the degree to which the following trends have caused organization changes in your department to date


8%

7%

30%

9%

6%

4%

3%

2%

7%

7%

7%

6% 8%

14%

13%

25%

26% 33%

42%

52%

54%

54%

22%

24%

20%

26%

1405/01/2023

6. But CMOs NOT Becoming CIOs ….

Tech Investment

Lead Gen

Innovation Initiatives

CRM

Mobile Initiatives

Marketing Automation

Analytics & Measurement

SEO

Social Media Optimization

Branding

Content Marketing

Advertising/Pad Media

22%

17%

7%

9%

6%

12%

2%

6%

4%

2%

3%

2%

41%

34%

43%

39%

34%

26%

29%

24%

24%

22%

18%

16%

38%

49%

51%

52%

60%

61%

68%

70%

72%

77%

79%

82%

Not At All We Are A Shareholder, But Don't ControlPart Of Our Organization

Please indicate the degree to which the following trends have caused organization changes in your department to date


2%

3%

2%

4%

6%

2%

12

62

9%

7%

17%

22%

16%

18%

22%

24%

24%

29%

26%

34%

39%

43%

34%

41%

82%

79%

77%

72%

70%

68%

61%

60%

52%

51%

49%

38%

1505/01/2023

7. Creating cross functional teams is the most difficult challenge to staffing today

Creating Cross Function Teams That Actually Work

Training

Compensation

Retention Of Existing Staff

Finding/Hiring Talent

26%

19%

13%

16%

23%

26%

15%

21%

14%

19%

31%

46%

50%

42%

44%

14%

18%

13%

22%

2%

2%

1%

2%

5%

2%

Difficult Very Difficult Neither Easy Or DifficultEasy Very Easy

Please indicate the degree of difficulty encountered in the following areas as relates to staffing in your organization


23%

16%

13%

19%

26%

19%

14%

21%

15%

26%

44%

42%

50%

46%

31%

2%2%

22%

13%

18%

14%

5%

2%

1%

2%

1605/01/2023

22%Senior

“Gone are the days in which you had marketing taking care of the upper funnel and sales taking care of the lower funnel of the consumer pathways.”– Laurent Faracci, Senior Vice President, Global Marketing and Digital Excellence RB

1705/01/2023

8. Agencies & Vendor Roles Set to Evolve

22%Senior

78%Tactical

Which of the following statements BEST describe your organization’s current view of how brands should work with agencies and other vendors:

We are currently re-evaluating how we do and do not work with agencies and other vendors

We see less and less reliance on third parties as we bring more and more capabilities in-house

We see an expanded role for agencies & vendors over time

We see a diminished role for agencies & vendors over time

We see no real changes to the way we should work with such partners

31%

16%

33%

15%

19%


19%

15%

33%

16%

31%

1805/01/2023

9. Innovation, Data and Mobile will drive organizational and staff changes in the next two years

22%Senior

78%Tactical

Please indicate how much you agree or disagree that the following areas will cause staffing and organizational changes in your department over the next 24 month. Agree to strongly agree.

Lead Gen

SEO (Organic & Paid)

CRM

Social Media Optimization

Advertising/Paid Media

Branding

Marketing Automation

Tech Investment

Content Marketing

Mobile Initiatives

Analytics & Measurement

Innovation Initiatives

35%

42%

46%

46%

46%

48%

54%

55%

64%

64%

65%

68%


68%

65%

64%

64%

55%

54%

48%

46%

46%

46%

42%

35%

1905/01/2023

10. Internal Issues Can Block Progress ...

Which of the following do you view as having the MOST impact with regards to holding back Marketing Organizations from optimal performance in the future?

34%Shifting Corporate

Priorities

22%Budget Challenges

9%Staffing

Challenges (hiring,

retaining, &

nurturing talent)

All, n=246

11%Inertia

13%The unstable nature of the

marketing landscape for the forseeable

future

11%Lack Of Clear Best Practices

05/01/2023

THANK YOU!John [email protected]