XL…营销未来的愿景

sethGODINjohnHAGELgavinHEATONadityaJOSHImarcMATHIEUjimSTENGEL A conversation with The Economist Intelligence Unit. Contents How Marketers will win03 Seth Godin:Make things worth talking about09 John Hagel:Attract, assist and affiliate16 Gavin Heaton:To see five years ahead, look ten years behind24 Aditya Joshi:The modern marketer: Strategist, technologist, analyst31 Marc Mathieu:Find a truth and share it Jim Stengel: Marketing is at the centre of strategy To help marketers prepare, Marketo commissioned The Economist Intelligence Unit to provide aroadmap for the future – a future in which marketing is first and marketers play a critical role asstewards of the customer journey. From organizational team design to the importance of engagingcustomers on a truly personal and 1:1 level – The Economist Intelligence Unit has collected thoughtsand ideas from some of the brightest minds in marketing to give marketers the license to lead. magnitude of the changes in marketinghave been widely discussed. It is notas clear, however, where marketingwill end up (and what marketersneed to do to ensure that they aren’tdisintermediated by a small groupof 20-something programmers). How marketerswill win Marketing is on the ascent. It hasfrequently led at big consumer productscompanies. Now its influence isgrowing everywhere: at B2B companies,professional services firms, companiesdominated by engineering or logistics.You can see marketing’s rise on businessbestseller lists, on YouTube playlists,in the new brands that have brokenaway and differentiated themselves,and in the explosion of marketing start-ups (and what investors are paying forthem). Marketing is becoming a morepowerful and resource-rich functionof business. In today’s digital world,marketing is the function responsible forcreating and sustaining a long-lastingrelationship with the most importantasset of any business – the customer. The Economist Intelligence Unitspoke with six marketing visionariesaround the world and posed aquestion: “The world of marketerstoday has changed drastically fromwhat it was ten years ago. Whatwill it be like in 2020? And what domarketers need to forge a winningcareer path over the next five years? Here are the 15 things they told us: 1. It’s all about engagement. An engagement is a contract ofbetrothal. It is the start of a personalrelationship expected to grow deeperand endure over time. It requireslistening, nurturing and care andfeeding. It comes with expectations ofintimacy and trust. The engagementthat marketers seek is not so different. In an always-on world, consumerexpectations are changing. As a result,the nature of marketing itself is alsochanging--data, digital, social, mobile,analytics, real-time agility--these haveall become part of the vocabularyof numerous business articles andconversation. Thus marketers needto shift their focus from pushingmessages at people to engagingthem in an ongoing conversation andrelationship. The speed, direction and Seth Godin believes that marketerswho are serious about engaging thecustomer recognise that the mostvaluable moments are when thecustomer is actually in touch withyou: using your product, on the phone with you, reading your content. If youare able to address your customers’needs during those moments--ratherthan put them on hold while tellingthem how important their call is--you’re going to get engagement. 3. Articulate your ambitious purpose. We all want to feel that our liveshave meaning. We gravitate towardsbrands that help us find that meaning.It could be a personal manifesto like“Think different” or “Just do it.” Itcould be an allusion to our commonhumanity like Skype’s family portraitseries, which illustrated the growth ofa long-distance friendship betweentwo girls, each missing an arm. Or itcould be a global call to action likeWal-Mart’s sustainable supply chaininitiative. Each of these companiesbuilt an engaged audience by findinga big, ambitious theme and building along-running campaign around it. Eachalso experienced sustained growth. Says Jim Stengel: “At P&G we used tosay that if we measured our brands theway we measure healthy relationshipswith other people, it would lead to ahigh market share. So think about yourrelationships. Do you look forward toseeing that person? Do you care aboutthem? Do they share your values? Doyou speak well of them to others?” 2. Start at the start. Marketers have always been treatedas the last and fastest runner in therelay, brought in for the final leg tosprint for the finish. The problem isthat most races are already won or lostbefore the last runner gets the baton.Any marketer who has run a campaignknows that marketers can sprint. Butthe best marketers are five-minute-milemarathoners who combine speed andstamina. They take the customer on ajourney. They need to show up at thestarting line, when the people who runthe business are saying, “What shouldwe make? Who should we make itfor? How do we make it in such a wayt