10 Ways Marketing will be Transformed in 2007

Fundamental changes in the way marketing programs are planned, created and executed are expected in 2007.  The following list appears today in Advertising Age's "Book of Tens."  It is the top ten ways the marketing landscape is likely to be transformed next year, as forecasted by the senior leadership of the ANA.   

I will be taking each of these points and expanding on them in the months ahead right here on my blog, so stay tuned. 

1. Consumer in Control: Marketers will abandon their historic ‘command and control’ model of brand building in favor of a truly interactive dialogue with consumers.  Recognizing that consumers now have the power to control how, when and where they interact with advertisers, brand marketers will radically reinvent their approaches, putting the consumer in the driver’s seat and unleashing a tsunami of interactive campaigns across all media forms.


2. New Agenda for Agencies: Agencies will be turned on their heads, with their efforts increasingly tied to client brand performance.  Marketers will expect them to integrate strategic brand management, creativity and innovative media management – and to deliver big, game-changing ideas.


3. Hail to the Chief: The chief marketing officer will rise in stature as a C-suite player, not only serving as chief brand architect and marketing discipline integrator, but also as the enterprise’s business system innovator, organizational teacher/ motivator and, most importantly, chief revenue builder.


4. Unconventional Outreach: Marketing will become increasingly unconventional – tapping into social networking, word-of-mouth, local events and more – to break through media clutter, consumer multi-tasking and the growing cacophony of marketplace noise.  With the use of the internet, mobile and other new media forms, combined with the innovative use of traditional media, marketers will find ways to reach and engage reluctant consumers and customers.


5. Media Buying Metamorphosis: Media buying and selling will be transformed. The old, antiquated ways of doing business will give way to new, automated, highly transparent processes, as demonstrated by the growth of online media buying exchanges.


6. Let the Fighting End: Government policymakers, consumer advocacy groups and brand marketers will begin to find common ground, aligning business goals with public policy needs. Marketers will increasingly embrace their role in helping to advance national priorities in such areas as diversity, education and health – proactively addressing such societal ills as illegal drug usage, obesity, underage smoking, alcohol abuse and others.


7. Organizational Overhaul: The marketing organization will undergo a top-to-bottom reinvention, providing better professional education and skill-building, with a focus on enhancing creativity, strategic alignment and, ultimately, brand stewardship.


8. Research Renewal: Research will become the next frontier in the accountability equation. Marketers will insist that macro measurements (Nielsen, Arbitron, ABC), marketing mix modeling and brand performance research become far more relevant to and aligned with critical brand accountability goals. Marketers will be especially vocal in their desire for granular, brand-specific commercial ratings.


9. Blow up the Back Room: Archaic business systems and back office operations will be overhauled to lower costs, increase efficiencies and redeploy non-working dollars to hard-working, productive investments.


10. Continuous Marketing Reinvention: Continuous marketing reinvention will become the mantra of marketing executives and the cornerstone philosophy for successful brand building, integrated marketing communications, marketing accountability and the marketing organization.

Comments

[Jon Miller]

Great post. I especially resonate with 1, 3, and 9. Consumers are adept at ignoring unwanted marketing, so marketers need to market when customers give their attention, build trusting relationships, and leverage word of mouth. Revenue needs to start in marketing. And the marketing department needs better automation and software, just like the sales force has.

I would like to add a few more ways Marketing will be transformed in 2007:

11. Math Will Rule. As more channels become measurable, and as testing becomes more prevalent, marketing will continue to shift towards science and away from art.

12. Marketing That Sells. Marketers will get better at understanding the customer buying cycle, and will provide the tools and content customers need to educate -- and sell -- themselves.

13. Focus on Results, Not Activities. Instead of reporting on what they have done, CMOs and agencies will report on the bottom-line impact they have on hard business metrics like revenue and profits. They will also find ways to forecast and predict marketing results as part of the overall revenue planning process.