It is clear that the skills that brought us through the 20th Century have not prepared us for the next 100 years. Or even the next decade.
Technology, social media and consumerisation has disrupted industry after industry, and while marketing operates in most firms at the forefront of customer experience, many marketers feel out of their depth with the vast array of skills and capabilities that are required. The disruption adds to the anxiety that ripples out across the organisation.
Over the last year I have spoken at conferences and forums in Australia and internationally, consulted with organisations and governments and helped develop new capability roadmaps, skilling programs and events. And the challenges and fears are largely the same.
What I have found, is that this anxiety is reverberating far beyond the marketing department. In the 21st Century, we are all marketers, and we are unprepared for this new future.
In response, I have written an eBook that builds on a series of blog posts and articles, observations, projects and presentations that I have made throughout the year. It looks at the shifting landscape and suggests ways forward for individuals and teams.
This eBook is available for immediate download as a PDF.
Setting tone of voice in social media is a challenge. How do you balance the assertiveness and authority with a sense of engagement and approachability? How do you strike a tone that delights your customers and attracts new prospects? And what is that “distinctive” personality that can only be expressed through text and how do you create it consistently?
Tone of voice is not just a problem for social media. In a business world where communication occurs largely through the written word – in email, messaging, enterprise social networks and so on, a misplaced word or misconstrued meaning can cause much drama.
Consider the hastily worded email that you sent after a bad meeting. Or the tweets you made in response to a troll. What about the situation where you really wanted to recall an email but realised that you could not?
IBM has been experimenting with language and semantics for some time. Their Watson platform specialises in natural language processing, and with the Tone Analyzer service, you may just catch an overly aggressive email in the nick of time.
How Tone Analyzer Works
We often rely on the Myers-Briggs Type Indicator to help us profile individuals. It is still widely in use despite being largely dismissed as a scientific method – but I have always found its indicators lacking. I much prefer Sam Gosling’s OCEAN framework. It measures:
This framework is used by IBM to assess your social tone of voice. Watson also gives you a score on writing tone and emotional tone. You simply cut and paste your text into the field on the demo page and have Watson analyse your words. It then returns a visual assessment. This is the assessment from the first half of my last blog post. You will see, the post was:
80% analytical (good for this kind of article)
96% confident (I do want you to believe me)
87% agreeable (please, please like and hire me).
You can also integrate this platform into your enterprise tools using the API platform. That could make for a very different form of communication within and beyond the enterprise.
But here’s a question – would you dare to run your marketing copy through this system? What would you find?
I have dozens of conversations with marketers every week. And in almost every conversation, the topic turns to skills. Skills shortages. Employee capabilities. And technology. The rapidly changing marketing technology landscape shifts each quarter with new features, functions, platforms and data coming into play. Meanwhile, universities are pumping out graduates whose capabilities are already out of date.
It is becoming clear that we need marketing skills for the future. But we need them now.
I recently discussed these skill gaps with MediaScope’s Denise Shrivell, AOL’s Yasmin Sanders and RadiumOne’s Adam Furness. Each week Denise presents a 30 minute live video chat on the topics impacting Australia’s media and advertising industry, and this episode focusing on skill shortages was a cracker. On a positive note, we are seeing forward momentum. But are we seeing the gap closing? Watch a replay of the episode below.
Addressing skill gaps by improving your innovation fitness
Over the last 12 months I have been working with a range of clients on their digital and marketing strategies. As part of this work, we map out not just the strategic landscape, but the skills needed to deliver. Sometimes this means:
In-house teams need training
Finding the right agency to fill the gap
Every now and then, creating something entirely new – which is when the project gets really exciting.
One of the programs we have developed to help organisations to continue to move forward in this environment is called Innovation Fitness. The Innovation Fitness program, with its bootcamp, ongoing mentoring and support and target skills audit process is not just about closing the gap, but about delivering changes in the ways that you work.
After all, the future is not determined by technology but by our reactions to it. The questions we all need to ask ourselves is “How clear is our future skills strategy? And are we even on the right path?”.
When we think of the future of marketing, we often think of our customers. What trends are they adopting? Which devices? Where are they and how can I reach them? But there’s a double-sided impact to the future of marketing – and that is to do with the future of marketers.
There have been some massive improvements in the world of technology – with automated content and engagement platforms seeming to do amazing work. Just look at the journalism robots created by Associated Press that now publish around 3000 stories every quarter. This is journalism content “without a human byline”. It is a cocktail of 1 part excitement, 1 part absolute dread. After all, what happens when those “journo bots” turn their attention to marketing?
It’s time for us to grapple with the future of marketing
I recently spoke at the Marketo MarketingNation roadshow – and discussed our marketing-technology future. I will leave you to watch the video in your own good time, but I will also raise a couple of points:
Data is not your only answer – you need to work with the PANDA principles to deliver broad and deep value as a marketer
You need to create not inherit the future – what is the future you’d like to see? If you have a vision for a creative and vibrant marketing career, it’s time for you to step forward and voice those ideas
Time to skill up – if you don’t have any tech skills, it’s time to work on that. As we rush towards an increasingly connected customer experience model, technology will feature more and more. It’s essential you at least have the foundations (this is covered in the presentation)
Get some digital muscle on your Board – the same principles apply to Boards. Without the digital expertise available at a strategic level, you’re business longevity will decline. It’s time to bring diversity and divergent thinking onto your Board.
The big IT companies have a secret. And it’s a secret that can radically transform your business. For the last decade or so, technology has been converging – with different technology stacks coming into alignment, sharing interfaces, connecting data and improving the process of software development and deployment. As a result, we have seen huge improvements in the capability of software to impact business. Just think about:
The rise and role of data in business decision making
The importance and focus on dashboards and data visualisation
The growth of mobile and location based information
The abundance of “internet of things” devices and sensors
The near ubiquitous adoption of smartphones.
Behind the scenes, technology companies have been “platforming” – turning their business processes and models into digital systems. They do this across four key business dimensions:
Social: The Social dimension has the potential to deliver powerful, personal yet scalable CONNECTION. It offers a single conversational channel, builds trust and offers a way to accelerate a resolution or conversion process
Mobile: The Mobile dimension delivers LOCATION. With a connected device in your pocket (close to your beating heart), a mobile phone is the convergence point where the digital and the “real” worlds collide
Analytics: The power of big data is not in crunching everything known about a customer. The real value is in delivering AWARENESS to a network. This effectively means creating USER context from the social, mobile and business data signals available
Cloud: And the cloud provides the mechanism for SERVICE. To remain relevant to customers, brands must re-acquaint themselves with the value of service. And Cloud provides the mechanism to do so.
But the challenge for marketers is that these dimensions are largely unconnected to marketing. They rightly belong to the company’s technology teams. Right?
Combining marketing and IT capabilities
The greatest opportunity for business is to combine the expertise of marketing and IT. Marketers usually view their customers through the lens of media – combining paid, owned and earned media to reach and engage them. We have shifted, however, beyond this broadcast approach – and this is increasingly being enabled by the SMAC platforms.
To more effectively bridge the marketing and IT fields, we need new ways of thinking, collaborating and conceptualising what it is that we do. We need a shared language, shared measurements and cross-line-of-business visibility into key performance indicators, pressures, deadlines and processes. And this means digital transformation.
Is it possible? It has to be. For only through this kind of alignment will we be able to deeply impact our customer’s brand experience.
We all say that the world has changed. That the customer is at the centre of our business and marketing strategies. We say that our marketing teams are going to spend more on technology than our tech teams. And we say that customer experience is at the heart of what we do as businesses.
With keynotes from Marketo CEO, Phil Fernandez and firebrand CMO of Xero, Andy Lark, it promises to be a great day of market and marketing insight. And also a day of action.
Charles Ross, Senior Editor Asia-Pacific, The Economist Intelligence Unit is speaking on the rise of the marketer: driving engagement, experience and revenue
Andrew Lark, CMO, Xero will be discussing the connected customer: Why and how enterprises must transform to achieve greatness
Jennifer Arnold, Head of Marketing, SAP Australia and NZ looks at digital engagement: Australia’s performance through the eye of the customer
Rose Herceg, Chief Strategy Officer, STW Group and Author of The Power Book will examine the agency of the future
Cheryl Chavez, VP Product, Marketo will share what’s new in the world of personalised engagement marketing
Lara Brownlow from LinkedIn will share five key trends for marketers
Chris Savage, Growth Accelerator, PR Leader, Inspiring Business Advisor will explain how you can keep yourself relevant in a changing world.
There will also be customer panels and plenty of opportunities for networking.
After the lunch break, I am speaking on the way that technology is not just changing marketing but also IT – establishing a new world order. And it is in this new world order where marketers need IT skills and IT teams need marketing skills. It’s like the world of The Transformers. Who is the Autobot? Who is the Decepticon? And what do we need to do to explore our shared future?
If you are coming along to the conference, be sure to say hello. And if not, check out my live tweeting at #MarketingNation or live streams on Periscope or Meerkat.
From my first line of HTML I fell in love. Like almost everybody, I started with two simple words loaded into a browser. “hello world”. And with that I was hooked. I could sense, right here beneath my fingertips, that the world was shifting.
And again, years later, working with “Koz Community” at IBM – a system that was way ahead of its time – I could tell that those amorphous “audiences” out there were coming together. Connecting with each other and with me. Us. There was a fusing around passions and interests that was closer to performance art than marketing.
Social media turned the screw yet again. Turning the commonplace into uniqueness, transforming text into experience, image into storytelling. It put the levers of the imagination into the hands of everyday people – you and I. And we loved it. We loved the freedom of expression. The connection. The gritty humanity of it all shone through with every update.
But digital marketing – for the most part – has remained lacklustre. But it’s not for want of trying. Having been on judging panels for various awards, I can see that great work is being done. Interesting, challenging, pushing-the-envelope-type work. But the work that is possible and the expectations of clients are out of sync:
Client led: Where the client is leading the innovation – looking for ever-newer approaches
Agency led: Where the agency works to educate, engage, sell-in and deliver the “new”.
The problem is that we continue to look towards “one-offs”. We think that “strategy” is to do with plans on paper. Or Powerpoint. Or Keynote. We don’t think of it as “getting closer to our customers”. We don’t envision strategy as a process of solving problems. And we don’t see “digital marketing” as a fundamental way to transform the customer relationship.
Take a look at the video below. Think about the way that social, mobile, cloud (and ultimately analytics) – the SMAC – are combining to create a transformative customer experience. See how paid, owned and earned media are coming together. But what is most exciting about this is the way that “art” or an artistic sensibility – creativity – is coming into the execution. It’s the “A” in my PANDA framework for visionary marketing.
I have written case studies, I have submitted case studies for awards. And I have judged awards. But they can often be an unemotional slog.
By their nature, case studies tend toward the factual. They’re often devoid of “feelings” – and struggle to tell story of impact. But what if there was the case study equivalent of the Tenacious D song “Best Band in the World”? What if there was a way to tell a case study as a Tribute? What would that mean? And would it change things?
The good folks at ADMA have taken on this challenge – producing a song that can be readily inserted into the background of your case study video.
It’s going to turn problems, solutions and results into gold, silver and bronze trophies,” said ADMA CEO, Jodie Sangster. “The air freight bill back from Cannes next year is going to be astronomical.”
But what goes into creating the best case study music in the world? Here’s a quick video of the process, featuring many of the Australia’s leading agencies and creatives in a surprising surge of collaborative spirit.
The Case Study Song of the Year can be purchased with lifetime rights and comes with a complimentary ticket to ADMA’s Creative Fuel event, Thursday August 6 at the Seymour Centre in Sydney. It’s a chance to not only hear the live premiere of this creative masterpiece – you can also hear from some of the best creative thinkers around.
The marketing skills gap is a hot topic right now. No matter how many clients, colleagues or competitors that I speak with, it’s clear that the marketing industry is facing a skills crisis. And the questions and discussions are often the same:
Do we have the right people?
How do we understand data and put it to work?
Do we have the right technology?
What do we do with the technology we’ve already got?
How do we plug the gaps?
But it is NOT all doom and gloom. Many of the marketing skills and processes that have been developed over the last few decades are still eminently useful in the digital world. They just need some retraining, cross-training. As I explain on the newly revamped Telstra Exchange blog – marketing is from mars, digital is from venus:
In the traditional world of marketing, we’d think about this as media. We’d break it into paid media, owned and earned. It’s media that is created from a central point and pushed out, interrupting the lives of our audiences with its urgency. Even where that media is “earned” or “social”, it’s still created with a particular focus and intention. And from the inside of our marketing command centre we run the sums. Counting, measuring, assessing and reporting.
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.