It’s that time of year again – predictions and “what’s in/what’s out” lists. Thought I’d jump onto the bandwagon by sharing some of the themes we’re hearing from leading B2C marketers as we ask them “what’s next?” for marketing. Here are a few of the more provocative ways F1000 executives think your job is likely to change in the decade ahead.
|What Marketing Did (2000s)||What Marketing Will Do (2010s)|
|Created polished, resonant creative messaging to persuade consumers to buy their products/services.||Curate organic content from a variety of different sources to help consumers meet their needs.|
|“Owned” customer-facing communications.||Act as information hub to enable seamless customer communication from peer functions (PR, Customer Service, etc.) and employees.|
|Invested heavily in front-end Web marketing campaigns to drive customers to the corporate website.||Invest heavily in back-office market research and NPD/R&D capabilities to use the social web as real-time feedback loop for product/service improvements.|
|Relied primarily on traditional media for “air cover” to hit volume targets; continued to invest in digital to better target messages.||Rely primarily on traditional media for “air cover” to hit volume targets; continue to invest in digital to better target messages. (Not everything’s going to change).|
|Established centralized Web/Interactive departments.||Build broad-based social media capabilities across the organization as social becomes embedded into everyone’s job description/role.|
|Hired influx of direct marketers & analytics specialists to manage higher volume of more sophisticated data streams.||Hire staff with backgrounds in anthropology and sociology to make faster decisions based on high volume of unstructured, qualitative information. (But keep those analytic folks around.)|
|Focused on search engine optimization (SEO) as a critical lead gen tool.||Focus on cultivating brand advocates across target networks to ensure products/services pass through filter of social search.|
|Took a “big bets” risk posture, managing the innovation pipeline to deliver 1-2 sizeable product/service improvements at a regular cadence.||Take a “fail fast” risk posture, opting to make 100 small, incremental improvements at a quick clip cadence.|
What do you think? Any other shifts you’d add to the list?
If you’re a predictions junky (like me), check out Jay Baer’s “Colossal List of Social Media Predictions” for 285+ more items of fun.
MLC members, stay ahead of the curve: Join us for an upcoming “Profiles in Social Media Success” event to learn more about how social’s going to shake things up in 2010. We’ll be in London on February 9th and in Chicago on February 23rd to share our latest findings — I’d love to see you there!
Also, I’m heading up to New York next week for BDI’s “Social Integration” conference on January 13th. They’ve got a great group of marketers lined up from companies like Pepsi, HP, and Intuit to share their social media “lessons learned” — and MLC will be there to facilitate a roundtable discussion on scaling social media across the enterprise. If you’re in the area, join us!