The Economist Intelligence Unit has interviewed six marketing visionaries who are sharing their insights of what the future of marketing looks like. The “Future of Marketing” initiative is sponsored by Marketo, and publishes conversations with Seth Godin, John Hagel, Aditya Joshi, Marc Mathieu, Jim Stengel and myself. It makes for great, and varied reading, with each person taking a particular path to the future:
- Seth Godin encourages us to make stories worth telling. He argues that marketing is about everything and that today’s marketer must be embedded within what the company makes, working and pushing towards what the customer wants.
- John Hagel says that marketing is just experiencing the tip of the iceberg in terms of transformative change. We are going to see more marketers having to work with what he calls the “three As” – attract, assist, affiliate. The “power of pull” means we need to work to attract customers, help pre and post purchase, and find new models to help customers help each other.
- Gavin Heaton discusses PANDA – a framework for the future of marketing. Tapping into purpose, analytics, networks, digital and art (yes art), marketing will not only remain relevant as a business and consumer facing profession, it will help drive brands and companies to deliver greater value to its stakeholders, customers and networks.
- Aditya Joshi looks at the skill base at the marketers of the future. And by future, he means now. Clearly we need to be investing in marketing teams to build out strategic thinking, analysis capabilities to derive insights and develop actionable plans and technology abilities to help organisations straddle marketing and IT.
- Marc Mathieu also speaks of massive change. Technology is infusing how we connect with people, learn from them, connect with entrepreneurs and engage with audiences. But perhaps the most challenging aspect is a central shift in purpose – “Marketing used to be about creating a myth and selling; now it’s about finding a truth and sharing it”.
- Jim Stengel breaks the future into three components, personalisation, automation and purpose (yes it’s a theme). He also flags storytelling as a mechanism to encompass the whole approach. “You don’t have a story unless you have purpose, have ambition, and are trying to make a difference in the world. More and more, people care about where brands come from”.
Take your time and read one of these interviews per day. There are insights that you don’t need to wait five years for – they are practices that you can embed in your thinking now and prepare for out to 2020. After all, the future is a moving feast. Take your seat at the table.