The 4 Key Issues of 2013: Predictions for Marketers and Communicators

7/30/2019 The 4 Key Issues of 2013: Predictions for Marketers and Communicators

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The 4 Key Issues of 2013:

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Marketers andcoMMunicators


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ConvergenCe between MarketIng and CoMMunICatIons FunCtIons

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th 4 i i i 2013 cci 300 y

As part o the run up to the 2013 Incite Summits, we asked 300+ marketing and communications executives abouthe key issues they see impacting on their roles in 2013.

a cmlic

The frst observation is quite how complex both roles will become in 2013 - and, signifcantly - the surprising leve

o harmony in the predicted key issues over two normally quite distinct job unctions.

Biggest

Impact on

Marketing and

Communications

Roles in 2013

CUSTO

MER

CENTRICI

TY

0

4

2

6

1

5

3

7

MULTI

-CHAN

NEL

MARKETIN

G

UNIQUE

CUSTO

MER

EXPERIENC

ES

MEA

SUREM

ENT

SPEED

COLL

ABORA

TION

BIGDA

TA

ALLB2B

B2C

The our most important topics, as youll see in the chart above, are:

1. Customer-centricity: Specifcally, in this case, getting closer to the customer and understanding them betteWhats more, evolving the business so ones customers are able to have a meaningul impact on business practices

strategy and uture goals/products. This is quite clearly the most signifcant impact on roles in 2013 - across botunctions. An enormous 46% o all respondents picked this as their top priority in 2013.

2. Multi-channel marketing/communications: Linked closely to the previous issue, multi-channel marketingocuses on how to integrate multiple marketing/comms channels to ensure they work in concert or an impactueective, and pervasive marketing campaign. A signifcant 22% picked this as top priority

3. Building unique customer experiences through more personalisation/segmentation/better consume

insight: Striving towards providing your customers with a personalised, engaging and unique relationship withyour brand. Companies are beginning to do this through the increased segmentation made possible by sociamedia/big data profling, and by the prolieration o marketing/communications channels and platorms. Evidently

rom the popularity o this option, it is a challenge that executives have not overcome completely. 10% picked thias top priority


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4. Internal Collaboration: Focusing on more efcient internal collaboration between marketing and

communications, to ensure that the company speaks with a unifed voice, shares insight and responds better toconsumers.7% picked this as top priority - which is signifcant in itsel, but more so when one considers that 24%

o Communications execs said this was priority #1, and only 5% o marketers. More on that below.

Cm ciciy h m li

What issue

will have

the biggest

impact on

your role

in 2013?

CUSTOMER

CENTRICITY

0%

20%

40%

30%

10%

50%

MULTI

-CHA

NNEL

MARKETING

UNIQUE

CUSTO

MER

EXPERIEN

CES

ENHA

NCED

COLL

ABORATION

BIGDA

TA

MEA

SUREMEN

T

SPEED

OfRE

SPONSE

Customer Centricity is not a new term. It has been around or several years. For the more overzealous o marketin

gurus, its already dead, actually.

Not according to our corporate respondents. For them, customer centricity is going to be the biggest impact otheir role in 2013. Not 2008. Not 2010. 2013.

Why the discrepancy?

Marketing and Communications service providers/agencies have something to sell. Its understandable that the

want to move on rom any new development as soon as they can - the next big idea may well be even morelucrative.

But corporations themselves move at a slower pace. They ocus on what actually impacts on their business - andtheir bottom line. Things that work, not things that are new.

There have been many, many buzzwords bandied around or the last ew years - glocal, solomo, gamifed to nambut three. It is signifcant that, in the company o many other more traditional and recognisable issues, custome

centricity is still picked by more than twice as many o our corporate respondents as anything else.

This is the year, it seems, or customer-centricity to truly come to lie.


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Cmmic M. M c

The increased need tocollaborate with themarketing / commsdepartment is going tohave the most impacton my role in 2013

22% COMMUNICATORS 5% MARKETERS

Over the last 8 months, we have been researching the key issues or both the marketing and communicationcommunities.

Both sets o respondents are united in the need or a more customer-centric approach, or presenting a mor

human ace to consumers, or communicating in an integrated - and consistent - manner, and or sharing insightabout consumers better internally.

And yet. When asked how important enhanced internal collaboration would be in 2013, 22% o communication

executives said it was their top priority. Only 5% o marketers said the same.

Why?

1. Marketers are already doing as much collaboration as they need

2. Communicators are seen as perorming a smaller/less critical role, and thus marketing is less incentivised tocollaborate with their department specifcally

3. What else? Your eedback would be appreciated in the comments below

bi , mll imc

While our survey results have come as a boon to those predicting a big year or customer-centricity, they give shoshrit to those talking o big datas huge impact on corporate marketing and communications/

Put simply, the practitioners dont agree.

Only 7% o respondents say its going to have the biggest impact on their role in 2013. It alls behind not jus

customer-centricity, but multi-channel marketing and the ability to deliver more unique customer experiencethrough better personalisation/segmentation/customer insight.

While its obviously true that the impact o big data is liable to all ar more broadly than on simply the marketing an

communications departments, and equally, that the topic is nevertheless one o the top 7 responses throughouour research, its still a surprising showing. Big data is perhaps one o the most talked about developments o th

last decade, and the potential impacts on business are undeniably vast. But, as suggested above, multi-nationacorporations are not known or moving ast. Evidently this new strategic opportunity hasnt fltered down yet intthe marketing and communications departments.


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Biggest

Impact on

Communications

Roles in 2013

CUSTOMER

CENTRICITY

0

4

2

6

1

5

3

MULTI

-CHA

NNEL

MARKETING

UNIQUE

CUSTO

MER

EXPERIEN

CES

MEA

SUREMEN

T

SPEED

COLL

ABORATION

BIG

DATA

ALL

B2B

B2C


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Secure your place with our ultra-early bird passes

and save $895 on your ticket at.icimc.cm

icimc.cm #IMCSuMMItSeptember 18-19, New York

Your sneak peekinto how the Incite 2013 Summit is shaping up!

Map the Future of Multi-channel,Customer-centric Marketingand Communications

at a glance: Insight on some o the big issuesAGENDA

The Customer-Centric future

Change yourcorporate culture toocus better on thecustomer

Moving Customer-Centric WithoutCausing Chaos

Get a customer-centricinternal organisationthats simple, notcomplex

How To Listen,So You Can TalkBack Better

Get more useulinsight about yourcustomers, anduse it to do betterCommunications

Build UniqueCustomer Experiences

Manage a complexCommunicationslandscape and integratemany channels to buildone eective stake-holder experience

Less Silos =More Success

Break down internalbarriers and geteveryone singing romthe same hymn sheet

we have already confrmed to contributeSPEAKERS

sy elcicMike fasuloChie Marketing Ofcer

acMichael ZunaChie Marketing Ofcer

sJennier DominiquiniChie Marketing Ofcer(Seasonal and OutdoorLiving)

r.cmChristopher KrohnChie Marketing Ofcer

ayRussell KleinChie Marketing Ofcer

basFRobin RotenbergChie CommunicationsOfcer

MLiClaire BurnsChie Customer Ofcer

ChiNicki BriggsChie CommunicationsOfcer

eic/CiNora DenzelNon-Executive Director

CiiBen EylerVice-President, Marketingand Communications

b & nlSasha Norkin

Vice-President, Digitaland Channel Marketing

Hm dfred Neil

Vice-President,Marketing, CRM andCustomer Insights

diMichelle Klein

Vice-President, GlobalMarketing (Smirno)

Hl pcRob Wait

Vice-President, Marketing

whl FBill Tolany

Head o IntegratedMarketing

Ym bAmy SherwoodVice-President, PublicRelations and ConsumerAairs

siDoug DuvallVice-President,CorporateCommunications

Cil HlhcJill LaNouetteVice-President,Public Aairs

McdlHeather OldaniHead o USCommunications

nlDoug HawkinsVice-President,Public Aairs &Policy (Nutrition)

The Incite 2013 Summit


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The 4 Key Issues of 2013: Predictions for Marketers and Communicators