georgetown university guest lecture
DESCRIPTION
I had the honor of guest lecturing at Georgetown University in an Integrated Marketing MBA class. This presentation highlights some of the topics discussed in the class, specifically on how the world has changed and today's marketer needs to rethink how to approach marketing.TRANSCRIPT
The World Has Changed
Integrated Marketing in a Mobile World
Milja Gillespie
March 21, 2013
The world has changed.
About Me 18 years in high tech marketing
1995 First job at an internet
startup in tech support, first tradeshow
1996 Employee #80 at
Research In Motion (and first hand
model!)
1997 Joined Sybase as
a co-op Student
1999 Graduated
University of Waterloo,
Bachelor of Mathematics,
Business Information
Systems
2011 Joined SAP,
mobility thought
leadership &
strategy, regional
demand gen.
2005 – 2012 PR/AR, product
marketing, customer
reference marketing
2013 Back to Technical
Solution Marketing
3 weeks ago… 2001
2003
2007 Had a few
kids…
1999-2005 Technical product
mktg, strategic
alliances, events
and vertical markets
My job is mobile, my life is mobile
7:00am
Travel to seminar
venue, take photo
of the White
House, use Waze
6:00am
Review status of leads,
Twitter, review meetings
12:00pm
mBanking,
Conference
call, email
principal
2:00pm
Update CRM, look at
lead funnel
4:00pm
HR Approvals,
Expense Reports,
book dinner
reservation, etc
8:00am
Prepare for
seminar,
research
audience
6:00pm
Pipeline analysis
9:00am
Deliver
seminar,
social media
The world has changed.
Technology has changed behavior
Company Employees Customers
Employees become marketers
(but they don’t know it!)
They act in the moment
Broadcast opinions to the
masses
You’ve lost control of the brand!
Seek and listen to feedback of
others
Their chain of trust is now a web of
trust
They are highly influenced by a
larger circle
Digitally connected Better Informed Socially Networked
Mobile devices never leave our side
• 272% growth in average time per day spent using a
mobile device (non-talk time) from 2009-2012 1
• 80% of people don’t leave home without their mobile
device 2
• Even when not being used, we keep them close by3…
• 50% have slept next to phone to not miss
call/alerts/texts during night
• 67% Check for messages even when didn’t ring
1. eMarketer, Oct. 2012 2. Our Mobile Planet: United States, Google Ipsos OTX MediaCT, US, May 2012 3. PewResearchCenter, “The Best (and Worst) of Mobile Connectivity,” November 30, 2012.
As a result, the world of the marketer has
changed
• Technology has fundamentally changed how
information is consumed; We live in a streaming
society
• New mechanisms to reach your customers: Social
media, SEO, SEM, etc.
• You need to be more conscious of how you manage
your online brand.
• Stronger need for pull marketing: You need to be
where your customers are
Identifying a segment of one
Customer
Profile
Loyalty
Program
Past
Transactions
Past Activity
(search, call,
etc.)
Structured Data
Internal Systems of Record
Unstructured Data
External Sources
PAST
Identifying a segment of one
Customer
Profile
Loyalty
Program
Past
Transactions
Past Activity
(search, call,
etc.)
Structured Data
Internal Systems of Record
Unstructured Data
External Sources
Contextual Indicators
• Location
• Time of day
• Day of week
• Season
• Location
• Search
• Purchase intent
• and more…
PAST CURRENT
Real-time
Consumer
Insight
Marketing is becoming more strategic to the
company
Represent the voice of the market
Listen to customers, analysts, social media and search channels
Champion of the overall experience People’s experience with brands is fragmented
Brand stewards Marketers don’t own the brand any more. Work with internal groups to humanize
the brand & influence how others use the brand
Observe & React Use customer, market, and social data together, to be able to observe and react
Be an integrator and force multiplier across the company Rise above silos and think holistically. Need to integrate messages and insights
across business units, geographies, and functional groups
Think beyond marketing
Bridging the gap
It is gets harder the bigger your organization gets
• 100 person company – it’s easy since its all up to you
• 4000 person company – its easy, but your reach is probably
limited and your resources are stretched
• 70,000 person company – it becomes very hard to influence
1000+ marketers and 70,000+ employees
Communication is key
How do you influence the people in your organization who don’t
even know they are marketers?
What should you do?
Know where you fit in your network of knowledge
Interact with people across the organization – be
friends with developers, support team, executives,
sales.
Be active in social media
Gain the trust of everyone in your organization – be a
“go-to person”. Seek to become a thought leader.
Understand your marketing and non-marketing
stakeholders
Communication and navigation are critical
