Is old marketing dead? How is the marketing function changing for managers and CMOs? What are the challenges they are facing, and what can they do about it?

1. OLD MARKETING IS DEAD*
(*OR IS IT?)
Iñigo Gallo
@InigoGallo
igallo@iese.edu

2. new tools for marketers
influencer
marketing
content
marketing
social media
marketing
experiential
marketing

5. what’s old marketing?
traditional
media
traditional
methods

6. what’s old marketing?
traditional
media
traditional
methods

7. traditional media are dead
average daily media use (US, in minutes)

8. traditional media are dead
0
5
10
15
20
25
30
35
40
45
# of hours spent with selected media (US, 2016)

9. traditional media are dead
# of hours spent with selected media (US, 2016)

10. traditional media are dead
most trusted advertising channels (US, 2016)

11. traditional media are dead

12. traditional media are dead
most effective b2b lead generation tactics
0%
10%
20%
30%
40%
50%
60%
Email SEO Content
Marketing
Trade
Shows
Social
Media

13. what’s old marketing?
traditional
media
traditional
methods

14. traditional methods are dead

15. traditional methods are dead

16. traditional methods are dead

17. what’s old marketing?
traditional
media
traditional
methods

18. but obviously things have
changed / are changing for
the CMO…

19. hard(er) times for CMOs?

20. hard(er) times for CMOs?
CEOs will fire CEO first if
growth targets not met
37% Few senior-executive positions will be
subject to as much change over the
next few years as that of the chief
marketing officer.

21. Keeping up with
technology
Managing disruptive
growth
Using customer data
analytics
Effectiveness of digital
media
Attribution of
marketing success
Drive innovation with
customer
Outcome vs.
Product/Service
Being the voice of the
customer
ROI measurement Lack of budget
Every platform is
marketing
Data monetization
Demonstrating
quantitative impact
Working with tech
ecosystems
Overwhelming amount
of data
The changing role of
the CMO
Development of non-
traditional partnerships
Understanding new
technology
Omnichannel dilemma
Lack of cross-
functional support
Differentiating the
CMO role
Managing talent
Managing data and
tech
Wrong team dynamic
Working with agencies
Marketing trends from the experts

22. Keeping up with
technology
Managing disruptive
growth
Using customer data
analytics
Effectiveness of digital
media
Attribution of
marketing success
Drive innovation with
customer
Outcome vs.
Product/Service
Being the voice of the
customer
ROI measurement Lack of budget
Every platform is
marketing
Data monetization
Demonstrating
quantitative impact
Working with tech
ecosystems
Overwhelming amount
of data
The changing role of
the CMO
Development of non-
traditional partnerships
Understanding new
technology
Omnichannel dilemma
Lack of cross-
functional support
Differentiating the
CMO role
Managing talent
Managing data and
tech
Wrong team dynamic
Working with agencies
Marketing trends from the experts
data (4) tech (3) attribution (3) changing role (2) omnichannel (2)

23. some things have changed

24. technology
channels of
communication
impact on people
impact on
businesses
devices
connectivity
b2c | b2b | c2c
consumers
how we learn
how we buy
1. start w/ Google, Amazon
2. gather more info
3. more third party info
how we are
entertained & educated
new consumer
habits
more media
available
more things to
“worry about”
online leadership
 winning ZMOT
 content generation &
management
1. omnichannel
omni-challenge
 prices, margins
 internal conflicts
non-consumers
content generation
 brand consistency
 taking advantage, but
resisting the temptations
more places that
grab attention
“digital density”
“ubiquitousness”
media channels that
become distribution
channels
(new objectives for the CMO)
generates data,
which can be treated
(individuals use new media as…)

25. technology
channels of
communication
impact on people
impact on
businesses
marketing
madness
more media
more devices
more objectives
more tools
more data

26. challenges for the CMO
(and possible hints at possible “solutions”)

27. navigating the madness

28. caution with the fever

29. caution with the fever
old media still relevant
old decision models still insightful
big data may not be THE solution
new media has its own downsides

30. offline
“followers”
online
followers
reached
followers
engaged
followers
followers
who act

32. Top 100 global brands
average views per video

33. 4%
12% 16%
23%
45%
Daily 1/week 1/month 1/year Never
MBA students, IESE, n = 325
how frequently do you interact with
brands on social media?

34. 16.8
21.0
26.9
2.2
4.0
24.7
2008 2012 2016
Television Display Ads
reach getting more expensive

35. reach getting more expensive

36. caution with the fever

37. infoxication

40. big data

41. %
of managers believe they have to gather as
much info as possible from their clients

43. data comes from
different sources
data is normally
unstructured
correlation is
not causation
labor skills
needed are hard
to find and keep
Lambrecht & Tucker, HBR, 2016

46. data analysis decisions

47. decisions
who are my best clients?
how to find more like them?
how much are they willing to pay?
what promotions to run, and when?
which product to launch or push?
which marketing tacticts are really working?
…

48. data analysis decisions
what goals am I pursuing with data?

49. the illusion of attribution

50. attribution: easier? harder?

51. frequently harder!

52. only 2 possible solutions…
data modeling
algorithms

53. the problem with digital talent…

54. a good place to start…

55. the battle for attention

57. zero moment of truth

59. 59

61. audiences >
consumers
everyone
likes a good
story
the rise of
corporate
storytelling

62. UGC
FGC
educate entertain

65. people don’t believe what
you say
people believe what you do
ADS
ACTS

66. the dictatorship
of tactis

67. which has been the most exciting opportunity this 2017?
(end of 2017)

68. dictatorship of tactics over strategy
strategy
tactics

69. the dictatorship of tactics
analysis strategy tactics

70. analysis strategy
tactics
the dictatorship of tactics

71. analysis strategy
product price
place promo
the dictatorship of tactics

72. analysis strategy
product price
place
promo
the dictatorship of tactics

73. analysis strategy
product price
place
offline comm.
online comm.
the dictatorship of tactics

74. analysis strategy
product price
place
offline comm.
online comm.
the dictatorship of tactics

75. OLD MARKETING IS DEAD*
(*OR IS IT?)
Iñigo Gallo
@InigoGallo
igallo@iese.edu