Embed Size (px)
DESCRIPTION
In August 2013, we interviewed Professor Malcolm McDonald about his views on the current and future state of marketing.
Citation preview
T +44 (0)1344 386000 | E [email protected]
September 2013
The future of marketing
www.chooseportal.com
T +44 (0)1344 386000 | E [email protected]
In August 2013, writer and journalist Sean Fleming interviewed Professor Malcolm McDonald, Emeritus Professor at Cranfield School of Management to find out his views of the current state of marketing and its future role in business.
These slides highlights some memorable excerpts from the interview.
The full videos can be found at www.chooseportal.com/thinking/insight/blog/the-future-of-marketing
T +44 (0)1344 386000 | E [email protected]
Marketing beyond the growth economy
Marketing’s biggest challenges
T +44 (0)1344 386000 | E [email protected]
The perception of marketing within the business
Referring to a Deloitte report, “Marketing in 3D”, Professor McDonald quotes:
“The historic rift between marketers and the finance department caused by marketing's reluctance to be accountable for what they do is as marked as ever, tense relations between CFOs & CMOs are dividing boardrooms over the value of marketing.
Marketers have constantly hidden behind a fog of measures that are based purely on tactical marketing activity rather than those that are relevant to the boardrooms and the city.”
Source: http://oxlearn.com/admin/uploaded/course_Files/45_Marketing%20in%20the%20Board%20Room.pdfSource: Deloitte, Marketing in 3D http://www.deloitte.com/assets/Dcom-Sweden/Local%20Assets/Documents/se_marketing_in_3d_060208.pdf
T +44 (0)1344 386000 | E [email protected]
What are marketers missing?
Everything must start with a clear
and sound business strategy
Everything must start with a clear
and sound business strategy
Then you must have a sound value proposition. What makes you stand out?
Companies talk about having a value proposition but only 5% of UK businesses actually
have one
Then you must have a sound value proposition. What makes you stand out?
Companies talk about having a value proposition but only 5% of UK businesses actually
have one
Before you contemplate a social media strategy or a communications strategy, you
need to have completed needs-based segmentation and have a deep
understanding of how your market works and where you fit in that market
Before you contemplate a social media strategy or a communications strategy, you
need to have completed needs-based segmentation and have a deep
understanding of how your market works and where you fit in that market
T +44 (0)1344 386000 | E [email protected]
Marketing strategy trumps marketing technology
• Consumers are over-communicated to and a vast amount of marketing budgets are wasted on communications that are not targeted and effective
• Although marketing automation, CRM, big data are fantastic technology considerations – unless the ground work has been done on truly understanding your marketing, your offering in that market and your differentiators, any tactical communications activities will be wasted
T +44 (0)1344 386000 | E [email protected]
About Portal
Portal specialises in information management and analytics, social business and mobile solutions.
Our team of experts have enabled marketers at some of the world's largest brands to develop deeper customer insights and build more effective strategies. If you'd like to talk to one of our experts then just get in touch at [email protected]
